ING Bank Success Story

We follow Social Media with Social Studio

ING Bank is among the banks that use the Internet effectively. The bank is integrating its products and services into digital platforms in line with its banking strategy that is focusing on innovation. ING has been using Salesforce’s Social Studio product for the last few years to effectively track and manage social media.

Alper GökgözExecutive Vice President, Head of Retail Banking at ING Bank

The Goal of the Project

“Monitoring and managing social media effectively In the direction of our understanding, the pilot projects we have experienced with different companies have been examined in detail. It was decided that the expectations of our bank would be met by with Salesforce’s Social Studio product, which is used in many countries by ING Group. Starting in July 2013, Social Studio has become an indispensable part of our day-to-day business spirit for both our social media management teams and our business units.

In terms of the use of social media, younger population is taking an active role in Turkey. For this reason, our primary goal is to remain active in the social media and keep our records of our social media management.

In this context, in our project we started with Salesforce it was targeted to monitor comments on ING Bank in social media instantly, to determine effective users in social media related to our bank, to successfully manage our corporate social media accounts via a single platform which is quick and has accurate analysis of social media

Monitoring on a Single Platform

Social Studio, the Salesforce product; Provides real-time tracking of more than 750 million social media channels, including Facebook, Twitter, Youtube, news sites and blogs, on a single platform. We can define the words we want to be tracked on social media without any support from Salesforce. At this point, we can quickly adapt to instant changes. It is a great advantage that we can define the words to be searched in the social media according to the rules we define. Thanks to the the fact that there are no limits of vocabulary for the definitions, we can successfully reach social media records about ING Bank in real time with about 500 words and rules.

At the same time, thanks to the Social Studio, we can communicate with our social media users via our corporate accounts, shedule posts so that they can be posted automatically on the right day and time.

In addition, we can keep detailed information of all these communications on the system and with user-based autorisations, we minimalize the risk of sharing false content on social media. The reasons why we chose to work with Salesforce are as follows:

  • Salesforce’s experience in the industry,
  • The collaborative approach to meet customer expectations with the road maps according to improve Social Studio solution,
  • ING Group’s preference of the solution around the World.

Bu ürünle 750 milyondan fazla sosyal medya kanalını tek bir platform üzerinden takip ediyoruz

Alper GökgözING Bank Dağıtım Kanalları, CRM ve İş Ortaklıkları Direktörü

ING Bank is one of Turkey’s leading digital bank. If the bank is aiming to progress in digital banking, it is faster and easier to reach existing and potential customers. In this direction, the bank continues to invest in digital fields without slowing down. It is a part of this strategy to use Social Studio to effectively monitor and manage social media in the new era.

A Rare Opportunity for Companies

The most powerful monitoring tool

Social Studio is the world’s most powerful social media listening tool that can listen to more than 750 million channels in 27 different languages. It’s a rare opportunity for brands to reach that fast-paced knowledge quickly. Moreover, Social Studio is not just for social media listening. At the same time, it is a product that stands out with features such as social account management and interaction.

ING Bank, In addition to being aware of the importance of social media, is a bank that uses it strongly and is very open to innovation. In each period of the project, the expectations were clear and forward-looking. As a result, we did a very good job. It is a pleasure to witness the success of ING Bank with Social Studio as soon as a new innovation arrives. It makes us very happy to work with such an important and strong international brand.

NAZLICAN SARAÇOĞLU / Marketing Cloud Solutions Consultant

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