Banking on Social Media (A)
商品編號：9B14A070
出版日期：2015/02/13
再版日期：2015/01/28
商品來源：
商品主題：International Business; Marketing; Communications
商品類型：Case (Field)
涵蓋議題：Social media;brand;engagement;banking;South Africa
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：South Africa
產業：Finance and Insurance
事件年度：2012
First National Bank (FNB), one of South Africa’s “Big Four” banks, has, under the stewardship of its CEO, invested in a strategy of innovation to grow its market presence in South Africa, other emerging-market African countries and India. In line with its strategy to lead digital banking in South Africa, FNB has invested in building a social media strategy to enable the brand to strengthen its relationships with customers, through building customer knowledge and stickiness and humanizing its brand.
In 2012, FNB’s head of digital marketing and media sees a tweet from Standard Bank stating that it has instructed its attorneys to lodge a complaint against what it alleges to be FNB’s misleading advertising. She wonders whether Standard Bank’s use of Twitter to communicate this competitive action is related to FNB’s extensive and well-publicized use of the micro-blogging service. She knows that the debate on Twitter will be a significant indicator of whether her social media strategy has been successful. How can FNB continue to differentiate itself and alleviate the pressure on non-interest revenues?
Banking on Social Media (B), 9B14A071, is a supplement to this case.
教學手冊：Banking on Social Media (A) & (B) - Teaching Note
補充材料：