Published on February 28, 2014
Looking for a new ally? A case study by ING DIRECT Canada
11:03 am on February 19, 2013 RBC informs Ally customers via email that they can no longer open accounts and as of April 30th, their accounts will be closed. 2
11:51 am on February 19, 2013 ING DIRECT’s Social Media team starts responding to inbound inquiries on Twitter. 3
12:25 pm on February 19, 2013 ING DIRECT’s Social Media team starts proactively engaging with angry Ally customers via HootSuite. 4
1:05 pm on February 19, 2013 ING DIRECT’s Social Media team sends its first outbound Tweet aimed at Ally customers. 5
4:48 pm on February 19, 2013 Financial expert Rob Carrick starts a discussion on Facebook. ING DIRECT’s CEO Peter Aceto joins the conversation. 6
A new ally? – Results The resulting campaign only ran for 6 weeks in February and March. Budget was relatively small and the campaign was tactical in nature: • Savings deposits were up 169% YOY during the same six week time period • This is more than double the YOY deposit increase seen in the same period from 2011 to 2012 7
THANK YOU 8
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