Emirates NBD Recognised For Best Social Media Strategy At The Marketing Show Awards

Emirates NBD, a leading bank in the region, has won the award for Best Social Media Strategy – Financial Services at The Marketing Show Awards, held recently in Dubai. Emirates NBD walked away with the award against competition from top financial services organisations in the region including Bank Audi, Bank Sohar, Barwa Bank and VisaTravel Happy.

Emirates NBD has won the award based on itsoverall average engagement of 0.35 per cent, which exceeds the industry benchmark by more than 0.1 per cent. The bank also has a 53% share of voice on twitter compared to direct competition in the GCC, in addition to one of the largest engaged fan bases in the Middle East, within the banking and financial services industry.

“Emirates NBD is committed to continued innovation in everything we do, and our award winning social media strategy is a great example of this,” said Vikram Krishna, Head of Group Marketing and Customer Experience, Emirates NBD, who also spoke at the accompanying conference. “Given the growing demand for online, mobile and internet-enabled banking, Emirates NBD’s foray into social media was the centre-piece of its overall strategy to reach out to a larger base of customers in a speedy, cost effective and time efficient manner, to further strengthen our relations with them and enhance the banking experience. We are encouraged by this recognition and will continue to develop our social media platforms as a large part of our 2014 brand and marketing strategy.”

Emirates NBD launched its social media platform in August 2012 becoming the first UAE bank to have a Facebook fan base,and accumulating over 135,000 fans in less than one year. Since then the bank has refined its strategy,and aims to use social media to highlight relevant news and enable customers to take advantage of new products, services and discounts in real time.With more than 70 per cent of customer issues now being resolved within 5 – 7 hours, the bank’s social media network has had a positive impact on customer relations,turning aggressive complainants into thankful customers.

Through effective use of Twitter, Facebook and YouTube, Emirates NBD highlights relevant news, provides updates on products, services, events and discounts, to enable customers to take advantage in real time. The bank’s social media platforms are also used to launch promotions and contests that have proved to be significant tools of customer engagement. Krishna added that the Emirates NBD 50th anniversary logo competition was conducted entirely via Facebook received over 3,500 submissions and generated an increase of 55,000 in the bank’s fan base within a month.

“While we cannot claim to be the first movers in the area of social media, we have definitely shown our willingness to experiment and use innovative techniques like dynamic Facebook cover, Instagram and user generated content. Our strength has also been our ability to listen to our consumers and be relevant in the social space, focusing on content that is adding value to daily lives,” added Krishna.

The Marketing Awards are part of a global event - Social Media World. The Middle East version of the event included interactive peer-2-peer roundtable workshops on the big topics in Social Media, with the sessions designed to stimulate debate and discussion.

Emirate:  Dubai

Date: Nov 11, 2013

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