The document discusses a case study about HSBC and its handling of communication around an ATM outage event. It includes tweets between HSBC's media relations manager and an innovation technician discussing the incident. There are also references to principles around a bank's duty to disclose information to customers. The key events highlighted are the initial tweets about the outage from customers, HSBC's response on social media, and metrics on the engagement and impact of its social media response.

1. Case study: HSBC
‘Why won’t my bank talk to me?’
Aden Davies, Innovation
Technician, HSBC - @aden_76
Betony Taylor, Media Relations
Manager, HSBC - @BetonyTaylor
#CIPRSM

2. Hello, I am Bee.
#CIPRSM

3. Hello, I am Aden.
#CIPRSM

4. „PR disaster waiting
to happen‟
#CIPRSM

5. #CIPRSM

6. The Tournier Principles
where the bank is compelled by law to disclose the information
if the bank has a public duty to disclose the information
if the bank‟s own interests require disclosure; and
where the customer has agreed to the
information being disclosed…
#CIPRSM
http://www.financial-ombudsman.org.uk/publications/ombudsman-news/45/45_bankers_duty.htm

7. #CIPRSM

8. #CIPRSM hsbc.co.uk/newsroom

9. #CIPRSM

10. #CIPRSM

11. #CIPRSM

12. #CIPRSM

13. #CIPRSM

14. “HSBC says that it does not provide financial
services for companies primarily involved in the
manufacture or sale of arms, and that its policy
is one of the most stringent in banking.”
Mark Bridge, 08 October 2011
#CIPRSM

15. #CIPRSM

16. #CIPRSM

17. Accepted
By Geeks
Company Boy
or Fired
#CIPRSM

18. Brandividual
#CIPRSM

19. #CIPRSM

20. #CIPRSM

21. #CIPRSM

22. #CIPRSM

23. #CIPRSM

24. #CIPRSM

25. #CIPRSM

26. EC = MC
#CIPRSM

27. EC = MC
Every Company is a Media Company
#CIPRSM http://bit.ly/ECMCTom

28. #CIPRSM

29. Please Die Forthwith
#CIPRSM

30. #CIPRSM

31. #CIPRSM

32. Friday the 4th of November 2011
#CIPRSM

33. #CIPRSM

34. #CIPRSM

35. #CIPRSM

36. #CIPRSM

37. #CIPRSM

38. #CIPRSM

39. #CIPRSM

40. #CIPRSM

41. #CIPRSM

42. #CIPRSM

43. #CIPRSM

44. #CIPRSM

45. #CIPRSM

46. #CIPRSM

47. 1st Tweet
from HSBC
ATMs
Outage Back
BBC News
Story
1st Tweet
to HSBC
IR Raised
#CIPRSM

48.  The top three most retweeted tweets on the topic
were all from @hsbc_uk_press even 6 hours after
the event.
 Unique visits to the Social Media Newsroom - 861
 Unique visits to the HSBC Outage article - 756
 @hsbc_uk_press tweets retweeted by FT, Mail
Online, Guardian, Times
 1341 new followers added to the @hsbc_uk_press
account in 3 hours
#CIPRSM

49. #CIPRSM

50. #CIPRSM

51. What else would you like to
hear about the outage?
#CIPRSM

52. Want more CIPR content?
Head to www.slideshare.com/CIPRPaul
#CIPRSM