Using Social Media for Transparency - The ing direct story

[USING SOCIAL MEDIA] [FOR TRANSPARENCY] [THE ING DIRECT STORY] ING DIRECT is Canada's leading direct bank. We launched in 1997 and brought the direct banking model to Canada. [JAIME STEIN SOCIAL MEDIA MANAGER] For us, one of the things we want to do is change the conversation about money and we're able to do that directly with our clients through social media. Being a direct bank as well makes absolute sense for us to be using social media because we can speak directly to our clients through Twitter, through Facebook, through things like Tumblr, Instagram, etc. [PETER ACETO CEO ING DIRECT] Social media is pretty clearly mainstream and there's thousands and thousands and thousands of conversations going on. We've been able to have tremendous dialogue with our customers and people who are considering being our customers or people who have actually chosen not to be our customers about what they like about us, what they don't like about us, which has actually influenced our business, it's actually influenced our products, it's influenced our service, it's helped us prioritize what it is we want to work on. It isn't just the social media team that's running social and everything comes through us, we've tried to decentralize it where we're enabling the experts within our organization to contribute in social media and for us, HootSuite helps because we have the ability to approve posts, so people that aren't socially savvy, but are product or knowledge experts in a certain area can provide that expertise and then we can ensure that it's social before it goes out to the public. Life before HootSuite was really dull and slow not engaging. There was a lot of [MELISSA LOOMANS] red tape that we had to go through to get [COMMUNITY MANAGER] tweets approved and we were approving two weeks in advance so things weren't really in the moment and we weren't engaged with the people that we were trying to converse with. We have a vision where we would really like to be a social organization, so we're becoming very social on the inside, we're becoming very social on the outside, and what we would like to do is we'd like to connect the inside with the outside and I think a tool like HootSuite gives us a lot more comfort that we can have hundreds and hundreds and hundreds of our employees representing our business in social. [Stacey Fowler @Staceyfowler] [@CEO_INGDIRECT thx Peter! So nice to get] [a message straight from the CEO :)] [Have an ISA & TFSA with you guys!] [HootSuite Engagement] [Collaboration] [Analytics] [Security] [Social Media Management] [enterprise.hootsuite.com]