“Bankieren gaat over relaties. Niet over transacties!” Bankieren gaat over relaties. Niet over transacties. Dat is het uitgangspunt van Triodos Bank’s internationale online strategie. Echte relaties aangaan met klanten. Verdiepen en betekenis geven. In de vijf Europese landen waar Triodos Bank actief is, verbindt Triodos Bank spaarders (die het geld ‘brengen’) en ondernemers (die het geld lenen). Betrokkenheid en content maken het verschil. Met één online platform worden alle landen bediend voor hun publieke websites, formulieren en internetbankieren. Met dit als robuuste basis, bouwt Triodos Bank deze community verder uit via social media.

1. Online activiteiten Triodos Bank
Docentendag Online Marketing 2012 Noordhoff; Wout van den Dool
0

2. 1

3. 2

4. Laten zien wat er met je geld gebeurt
Verhoogt de betrokkenheid van de klant met zijn geld en met de bank
3

5. Iedereen is bankier
Met geld maak je dagelijks keuzes
4

6. Triodos Bank kiest
... voor natuur en milieu
Teresa Molinero – Ariadna Solar - Spain
5

7. Triodos Bank kiest
... voor sociale projecten
Microfinance bank- Acleda Bank - Cambodja
6

8. Triodos Bank kiest
... voor kunst en cultuur
Anne T. De Keersmaeker – P.A.R.T.S. & Rosas - Belgium
7

9. Missie
Met uw geld realiseren we een positieve verandering.
Onze missie is om uw geld te laten werken aan positieve
maatschappelijke, ecologische en culturele veranderingen.
Bijdragen aan een samenleving waarin de levenskwaliteit wordt
bevorderd en menselijke waardigheid centraal staat
Het voor mensen, bedrijven en organisaties mogelijk maken hun
geld te gebruiken op een manier die mens en milieu ten goede komt
en duurzame ontwikkeling bevordert
Onze klanten voorzien van vernieuwende financiële producten en
uitstekende klantenservice
8

10. 1.2 Online strategy
With all our online activities, we have to remember we are a bank
Triodos Bank is about sustainable banking. And MISSION Triodos Bank
sustainable banking is about using money with • To help create a society that promotes people’s quality of life
• To enable to use money more consciously in ways that benefit society
conscious thought about its environmental, cultural, • To offer sustainable financial products and services
and social impact. With the support of savers and
investors who want to make a difference, by meeting CORPORATE STRATEGY
present day needs without compromising those of As sustainable
future generations. financial services provider Reference point
both bank & product developer
Triodos Bank wants people to know, feel and act THREE ONLINE FUNCTIONS
towards sustainable banking. With our online
An engaging
presence we want to fulfil three online functions: A strong orientation
An easy to use
environment for
Self Service
offer an engaging environment for stakeholders, a and sales channel
environment
stakeholders, clients
& society
strong orientation & sales channel and easy to use
self service. MAIN CHALLENGE
Increase Empower me to Involve me
In communicating to people, offline as well as online, conversion do it safe & easy
Share what we think,
inspire, invite, interact
it is important to always remember we are a bank. Easy and inspiring
Credible in domain of sustainability and finance, not RESULTS
credible in living a sustainable lifestyle. Therefore, Bounce rate, time on site,
with the development of our website we deliberately Number of visitors,
sales conversion rate, less calls
number of page views, level of
interaction, number of fans
did not create a market place for sustainable
products.
9

11. Apple visual
10

12. Relaties via
verschillende
kanalen
11

13. Filialen
Verbinding via face to face contact
12

14. Contact center
Persoonlijke benadering via de telefoon en mail
13

15. Online landschap
Owned, Paid en Earned media Triodos Bank
OWNED PAID EARNED
PUBLIC WEBSITE
Bannering
Search optimizing
Search
advertising Online
& Adwords FB Advertising free
INTERNET public
BANKING ity
CHANNELS
BRANDED
Comparison sites
CPS Deals
BLOG
OTHERS
Youtube pre-ad
Blogs
Advertorial
14

16. Eigen inhoud
15

17. Eigen inhoud
Bevlogen Triodos Bank verhalenvertellers
16

18. Eigen inhoud
Actieve bijdrage aan discussie over financiële industrie
17

19. Eigen inhoud
Content strategie gericht op herbruik en delen, geen duurzaam portaal
Nieuwe financieringen Nieuwe campagnes
Product lancering
Klanten dagen

20. Eigen inhoud
Zelfde boodschap binnen diverse kanalen
Persberichten Events waar Triodos Bank aanwezig is
Nieuwe financieringen in het nieuws Redactionele content

21. Eigen inhoud
Anderen delen ons verhaal actief via blogs en kranten
20

22. Verbinden op basis
van gedeelde
waarden
21

23. Verbinden op basis van gedeelde waarden
Mede eigenaar worden van de bank, actief de dialoog aan gaan
22

24. Verbinden op basis van gedeelde waarden
Campagnes zetten aan tot denken en raken mensen in het hart
23

25. Verbinden op basis van gedeelde waarden
Campagnes zetten aan tot denken en raken mensen in het hart
24

26. Verbinden op basis van gedeelde waarden
Maakt dat onze klanten trots over ons communiceren
25

27. Interactie op de inhoud
Onze fans zijn betrokken en delen hun mening graag
26
Bekijk de reacties op http://www.facebook.com/TriodosBanknl

28. On- en offline
combineren
27

29. On- en offline combineren
Ondernemers online presenteren, offline bezoeken
28

30. On- en offline combineren
Online oproep om te stemmen op favoriete ondernemers
29

31. On- en offline combineren
Genomineerden en stemmers ontmoeten elkaar op de klantendag
30

32. On- en offline combineren
Vega-slager wint Triodos Bank ondernemersprijs
31

33. Verbinden op basis van gedeelde waarden
Campagne ‘Happiness up, Greed down’
32

34. Verbinden op basis van gedeelde waarden
Campagne ‘Klein, het nieuwe groot’
33

35. Vertrouwen op de kwaliteit
van de relatie binnen de
community
34

36. 35

37. 36

38. Vetrouwen op de kwaliteit van de relatie
Dit leidt tot positief sentiment op Social Media (zonder webcare team)
Positief sentiment op Social Media
Triodos Bank 85,65%
NL verzekeraars 56,07%
NL banken 37,97%
0% 20% 40% 60% 80% 100%
37
Bron: Buzzcapture positiviteitsmonitor: Analyse financials April – September 2011 n=488.818

39. Online activiteiten
38

40. Highlights of online plan 2012 – 2014
Generate qualitative traffic to our effective sales channels
Own channels, also external Campaign and continuous
traffic
Engage Traffic
(Self) Conversion
Service &
Via online banking,
Site Effective sales
public and mobile channel, development
public site

41. Sinds de lancering van de nieuwe websites in 2010...
In alle branches online key users & team op hoofdkantoor
• Conference call elke 2 weken
• Key-user meeting twee keer per jaar
• Maandelijkse fact based verbeteringen
Wout Arne Kirsten Simon François Guillermo Miranda Matthias Paul
HQ NL HQ UK BE ES HQ DE HQ
40

42. Traffic generatie en
de rol van de online
marketeer
41

43. Most effective traffic generation requires both
Continuous traffic and campaign traffic generation
Numbers
Continues traffic Campaign traffic
Campaign
traffic
Disp
PR lay
CPS Deals
Continuous
traffic
Sea Com
il
Ema paris
on si
tes
Time
42

44. Online campaign process
5 steps for an effective campaign
Objectives Strategy Tactics Actions Control
Where do we want to How do we get there? How EXACTLY do we The details of tactics, How do we monitor
be? get there? who does what and performance?
when
# Extra sales Segmentation, Which message to What happens when Web analytics – KPI’s
# Service Media Channel choice, Which target audience, Responsibilities and Usability testing
# Brand Awareness Targeting, E-marketingmix, structures Surveys
# Loyalty (Online) value including the Internal resources and Frequency of reporting
Define SMART KPI’s proposition communication mix, skills Proces reporting &
Customer Journey Make use of Brief external agencies actions
Benchmarks, Materials
Define (Sub)objectives
43

45. Online marketing process
Where should the online marketer be in this process?
Objectives Strategy Tactics Actions Control
Where do we want to How do we get there? How EXACTLY do we The details of tactics, How do we monitor
be? get there? who does what and performance?
when
R R R Online marketeer R Online marketeer R Online marketeer
A A A ? Online marketeer? A Online marketeer A Online marketeer
C C Online marketeer C C C
I Online Marketeer I I I I
delegated the work
Responsible: Those who do the work to achieve the task
Accountable (also Approver or final Approving Authority) The one ultimately answerable for the correct and through
completion of the deliverable
or task, and the one from whom Responsible is delegated the work
Consulted (sometimes Counsel) Those whose opinions are sought, typically subject matter experts; and with whom
there is two-way communication
Informed Those who are kept up-to-date on progress, often only on completion of the task or deliverable; and with
whom there is just one-way communication
44

46. Tactics Control
Define (sub) objectives for the online campaign, this is a list with examples
One of the ultimate excuses for not measuring impact of marketing campaigns is: "Oh, that's just a branding campaign."
Sub-Objective KPI Report in Google Analytics
Visitors > Visitor Trending > Absolute Unique
Have more people visit the website Number of unique visitors
Visitors
Traffic Sources > AdWords > AdWords Campaigns
Ensure there's a return on marketing efforts ROI of online campaigns
(Clicks tab)
Have more people buy products from the website Ecommerce conversion rate E-commerce > Conversion Rate
Have more people subscribe to our newsletter Subscribers of ’newsletter’ Content> Pages > Filter newsletter
Increase number of shared content on the site Pages shared Visitors > Socia > Actions
Increase the percentage of returning visitors Percentage of returning visitors Visitors > New Vs Returning
Percentage of visits that come from direct or Visitors > Visitor Trending > Visits (apply
Increase the number of 'branded visits'
branded keywords branded visitors segment)
Measure the change in the percentage of New
To attract "prospects" / new customers. Visitors, overview, new vs returning, look for trends
Visitors to your website
Visitors> behaviour> frequency & history... look
Number of visits come for 2nd 3rd … time before and after period
To share your business value proposition.
Measure segmented Visitor Recency Visitors> behaviour> involvement and segment on
paid & non paid traffic
Increase offline action! Phone Calls / Conversions Driven from Website
Make an introduction to your business Measuring both the Macro & Micro Conversions. Leads, share, brochure, downloads
Google Trends for Websites (or Compete or
To destroy your competition. Share of Search HitWise) to analyze your performance
Plug into the Database of Intentions
Correlate traffic patterns
Unaided brand recall And use Insights for Search for this type of
with offline ad times patterns analysis
Become fan Number of facebook fans Facebook Insight
http://www.kaushik.net/avinash/brand-measurement-analytics-metrics-branding-campaigns/

47. Tactics
Online channel choice
Which instrument fits the best and common pricing method
Online instrument Pricing Branding Traffic Sales Loyalty
Advertorial CPM ++ + ++ +
Affiliate marketing CPA ++ +++ +++ +
Banners CPM +++ + + +
Blogs Earned +++ ++ + ++
Email advertising CPC + + + +
Email marketing Sending ++ ++ +++ +++
Games .. +++ + + ++
Link building Earned + +++ + +
Online video CPM +++ + ++ +
Pre roll advertising CPM +++ + + +
Social networks Earned ++ ++ + +
Search Engine Advertising CPC ++ +++ +++ +
Facebook Reachblok CPM +++ ++ ++ +
Facebook Sponsored ads CPC +++
46
++ ++ +

48. Tactics
Google Advertising
47

49. Tactics
Choose payment model with publisher
Obtain for a performance based (CPA) deal because of lower risk
Risk
Impressions Triodos
(Cost per Mille CPM) Bank
Traffic to your Website
(Cost per Click CPC or Pay
per Click PPC)
Number thank you
pages (Cost per
Action CPA)
Number
customers,
(Cost per
Sale Risk
Publisher
CPS)

50. Tactics
Choose payment model with publisher
Checklist for effective use of CPM model (main materials are banners)
To get a good CPM rate, negotiate with media agency/
publisher on:
Impressions • Quality of network and sites (target audience Cultural
Creative)
(Cost per Mille CPM) • Position above or below fault & which order in carousel of
banners
• Discount (it’s strange but common to get 70 – 80% discount
on offered rates)
• Bureau fee (rather pay them per hour for advice, not % of
Traffic to your Website media buying, wrong steering variable)
• Possibility to do a relative small test with different materials
(Cost per Click CPC) and different networks* / sites
• By default don’t agreeing on tracking pixels / scripts for
“optimization” or retargeting (privacy reasons, cost
implementing & maintain and stability of site and forms)
Better steer on number of clicks for judging quality.
Number thank you • Post view conversions are often an excuse for Media
Agency’s for camouflage poor performance.
pages (Cost per
Action CPA) * All networks have different requirements for materials,
specially if you use Flash banners! The more networks, the
more difficult Think of size (=hosting costs), allowing auto play,
Number sound, looping (if just 1 or 2 loop is allowed your last shot
customers, MUST have a clear message and call to action).
(Cost per
Never forget: Align your creative Agency and Media agency.
Sale In CPM model is Triodos Bank the one who has the biggest
CPS) risks.

51. Tactics
Choose payment model with publisher
Checklist for optimisation if you choose CPM model (mainly materials are banners)
Example 20% improvement
negative ROI Ad & Landing page
Impressions
(Cost per Mille CPM) CPM € 5,00 € 5,00
Cost per € 0,0050 € 0,0050
impression
Traffic to your Website Click or CTR % 0,50% 0,60%
(Cost per Click CPC)
CPC € 1,00 € 0,83
Conversion 2,00% 2,40%
Number thank you Cost per € 50,00 € 34,72
pages (Cost per Action
CPA) Conversion
Value per € 40,00 € 40,00
Number conversion
customers, ROI 80% 115,20%
(Cost per Sale
CPS)
Ad-serving platforms can usually track both CTR and VTR, if you implement their tracking code. Google Analytics does not track “view-
through” but track campaign performance using post- “click-through” (CTR) and is able to attribute it to a sale;
VTR: a person view a banner + don’t click on a banner + purchase an item = banner will be contributed to the sale
CTR: a person view a banner + click on a banner + purchase an item = banner will be contributed to the sale
VTR is a metric you should be careful to use in your online marketing decisions because firstly, you can never prove that a person actually
saw the banner unless you ask him/her. Secondly, “the view-through metric can lead to disastrous media buying decisions…other ill effects
include duplicate attribution of orders and other conversion to media that had no influence whatsoever on the final consumer
behaviour” (Kevin Lee 2007). Or as Seth Godin (2010) states in a recent post, that a marketer should never “try to measure the immeasurable
media and use that to make decisions…

52. Tactics
Choose payment model with publisher
Checklist for optimisation if you choose CPC model
If you choose CPC deal, it’s less risky, but sometimes more
expensive. Try to avoid this payment method in Affiliate
Impressions Networks because of fraud. Mainly done with pop-ups / under
and other hidden clicks.
(Cost per Mille -1000- CPM)
In this case it’s very important to optimize on the quality of
traffic based on sub-objective. In the online environment CPC
deals are very different. In this document you’ll find some
benchmarks.
Traffic to your Website Agree on what you count as an click with the agency or a
(Cost per Click CPC) publisher, preferably it’s the visit number you count in Google
Analytics, but most of the time publishers want you to pay the
clicks.
CPC means, paying per clicks. Analytics measure visits. These
are two different metrics. Your analytics reports can show
Number thank you lower metrics for many reasons :
pages (Cost per - a same user who trigged many clicks on a material will
Action CPA) trigged the same visit on Analytics.
- Analytics counts the visit through a clicks only if the tracking
code is fully loaded. If our site has a poor loading time,
Number people can click on a link on our site, or simply exit it before
the page is loaded.
customers, - In some case, users disables cookies on their computer.
(Cost per The result will be that no visits will be count in Analytics, but
Sale a click will be on material.
- It happens often that people click Back-button before they
CPS) reach the landing page.

53. Verbinden op basis van gedeelde waarden
Campagne ‘Happiness up, Greed down’
52

54. Actief op zoek naar doelgroep binnen Facebook
2 doelgroepen, meerdere advertenties en specifieke landingpage

55. Doelgroep geraakt
29,5% conversie van klik naar fan; waarden gedreven inhoud, geen incentive
Paid Owned Earned
Landing page
Share
• 16.435 on Facebook
betaalde • Thumbs Up • With
kliks • 4.841 fans • Comment Friends
Traffic Interaction
Doelgroep Cultural Creative 18-30: 2,956 clicks resulting in 1.289 new fans (Click-to-fan conversion 43,6%)
Doelgroep Cultural Creative 30+: 13,479 clicks resulting in 3.552 new fans (Click-to-fan conversion 26,4%)

56. Uiteindelijke doel is de verbinding aangaan
Interactie op de inhoud
Paid Owned Earned
Landing page
Share
• 16.435 on Facebook
betaalde • Thumbs Up • With
kliks • 4.841 fans • Comment Friends
Traffic Interaction
Doelgroep Cultural Creative 18-30: 2,956 clicks resulting in 1.289 new fans (Click-to-fan conversion 43,6%)
Doelgroep Cultural Creative 30+: 13,479 clicks resulting in 3.552 new fans (Click-to-fan conversion 26,4%)

57. Uiteindelijke doel is de verbinding aangaan
Interactie op de inhoud
7000
6000
5000
4000
3000 Aantal Fans
Aantal interacties
2000
1000
0
56

58. Verbinden op basis van gedeelde waarden
Campagne ‘Klein, het nieuwe groot’
57

59. Doelstelling en doelgroep
Het vergroten van onze naams- en inhoudsbekendheid bij cultural creatives
ü Doelstelling
Primair: Het vergroten van de naams- en inhoudsbekendheid van de bank.
Secundair: Meer ontmoetingen (fysiek en online) tussen stakeholders en de bank
bewerkstelligen
ü Doelgroep
Primair: cultural creatives (zakelijk en particulier) èn collega’s.
Secundair: de andere stakeholders van Triodos Bank.
58

60. Seeding in blog sphere
4 step approach
Define
Judge
Create
Find
Google
Step 1 Message Blog list Impact Persons List
Find blogs and
People behind
the blogs
Write
Use
Create
Use
Create
Step 2 Press SEO Rich Press Landing
Create and
Publish tailored
release Keyword Media doc page
content
Step 3
Contact
Use
Offer
Contact people
behind blogs
Twitter Email, What’s in
phone it for me
Step 4
Update
Blog list Monitor Blog posts
Evaluate and
monitor

61. Aanpak - cross mediaal
Lancering van de film op onder andere TV, internet, radio en arthouse bioscopen
ü Om een zo’n breed mogelijk bereik te realiseren, hebben we de film gelanceerd via een
groot aantal kanalen
User journey Klein. Het nieuwe groot.
DKVG
+
Youtube/ Facebook
DM TVC
Radio Adwords GDN Seeding/PR
eZine Vimeo ads
Facebook Facebook
landing
tab triodosbanknl
Blogs/nieuws-­‐
Twitter
sites
e tc.
Triodos.nl
(home) Landingspagina
KleinGroot
Actie-­‐
Brandbox Brandbox
aanbod
SAAT KleinGroot
SAAT LEGENDA
KANAAL
Productpagina
TRIODOS.NL
SAAT
PROSPECT/ATL
Formulier Inloggen IB KLANT/BTL
60 KLANTEN ÉN PROSPECTS

62. Online resultaten (1)
De film is ruim 53.000 keer bekeken, en overgenomen door ongeveer 60 sites
ü Earned
• De film is tot nu toe >65.000 keer bekeken op Youtube en Vimeo.
• Er is op meer dan 60 nieuwssites en webblogs geschreven over de film. Selectie:
- Duurzaam nieuws “Duurzame toekomst hebben we zelf in de hand”
- RTL nieuws “Een reclame waar je blij van wordt”
- Adformatie “Weg met de hippies, leve Triodos”
- 42bis “Maatschappelijk Verantwoord Ondernemen, kan het écht?”
- Meer op http://storify.com/triodosbanknl/klein-het-nieuwe-groot-2
61

63. Online resultaten (4)
Voorbeelden van text en display ads
Facebook ads Facebook landing tab Display ads
Stap 1 Stap 2 Stap 3 Stap 4
Adwords ads

64. Meten meten meten
meten & delen
63

65. Maandelijks internet dashboard van alle landen
Het door de landen zelf aanleveren
van 2 regels commentaar zorgt voor
een internationaal overzicht
64

66. Optimisation
65

67. Verbeteringen, doorvoeren voor alle landen, Mijn Geld Gaat Goed 2.0
Op basis van usability onderzoek en bezoekgedrag
66

68. Analyseren van de aanpassing aan Mijn Geld Gaat Goed 2.0
Relatief eenvoudig de verschillende landen vergelijken
Key Figures MGGG 2.0, share of MGGG pages as part of the website Being Inspiring, Interaction on the carousel
Pretty stable, in relation to the whole All page views on landing page generate 139% interactions in the carousel
Mggg 1
14%
Visitors are hovering at least on 2,5 projects per session. Clicking on the project name is not used very often or not measured
12% correctly.
10%
Presented numbers are missing 1 important event (clicking on body text = bug). Clicking on the project name, sector & location is
8% % MGGG Projects not used very often.
% MGGG Landing
6%
MGGG All
4%
1%
No big changes in total numbers, except for 2%
Spain. Branches generate % more traffic to 2% 1% 0%
4%
0%
individual project pages as a whole. UK BE ES NL
Mggg 2 Hover project
14% 20%
Improvement on getting traffic to MGGG
Scroll right
pages still possible (f.e. Create or add visuals 12%
Scroll left
home & brand box & as related pages)
10% Scroll numbers
72%
8% % MGGG Projects Click location
% MGGG Landing Click project name
6%
MGGG All Click sector
4%
2%
0%
UK BE ES NL
20 20
MGGG Search Functionality Key Figures MGGG 2.0, time on page, bounce- and exit rate
Decrease from 11% errors on search to 4% Improvement on project pages needed, still high bounce rate
Mggg 2.0 Search
3% UK NL ES BE
2.0 1.0 2.0 1.0 2.0 1.0 2.0 1.0
Geographic Location
18% All
Wrong Search Time on page 0:01:07 0:01:03 0:01:05 0:00:57 0:00:59 0:00:56 0:00:57 0:01:02
Bounce 45,84% 46,43% 42,29% 43,26% 43,15% 43,94% 51,53% 53,76%
7% Projects
Exit 21,00% 19,96% 23,64% 21,06% 16,89% 13,86% 20,24% 20,21%
4% Sector & Keyword
69% Landing
Combi
Time on page 0:01:28 0:01:08 0:01:09 0:01:10 0:01:06 0:00:59 0:00:55 0:00:48
Bounce 16,08% 26,82% 12,75% 16,29% 15,50% 18,23% 10,78% 26,67%
Exit 15,83% 16,68% 15,18% 19,50% 12,25% 11,52% 11,35% 11,35%
Mggg 1.0 Search
Projects
0%
Time on page 0:00:50 0:00:52 0:00:54 0:00:52 0:00:56 0:00:59 0:00:54 0:00:50
Bounce 60,20% 60,62% 50,35% 49,29% 48,90% 48,64% 54,97% 57,11%
19% Geographic Location Exit 27,85% 27,03% 27,29% 25,33% 23,49% 19,55% 30,50% 30,43%
Wrong Search
Search improved; number of wrong search from
8% Projects
13% to 4% and with introducing MGGG 2.0 3% of • No big changes on all MGGG pages, this is related to not changing project detail pages, which are quit high in volume
the people are searching on a combination of 60% Sector & Keyword • Big improvement on Landing pages (time on page en bounce rate)
13%
sector and location. Combi
• Branches who uses blocks below the map on landing page have the lowest bounce rate (NL) and (BE)
–use it as designed gives best bounce rate-
Source: NL Branche • Project detail pages has still a high bounce rate, use the ability of blocks (left for retail customers & right for loans)
20 67 20

69. Engagement
68

70. Facebook for
Triodos Bank
A “how-to-guide” for Facebook
69

71. Table of contents
1. The power of Facebook Content strategy
2. Why Facebook
Community management
3. How to apply Facebook for Triodos Bank:
Internal organisation
4. More information
Who to favourite
Connection public site
ROI & KPI’s
Facebook campaigns
70

72. Power of Facebook
71

73. How to apply Facebook for Triodos Bank
Triodos Bank content strategy: Approach
To achieve your branding, sales and customer care Only Triodos Bank creates posts on Fan page wall,
strategy, build and develop meaningful because Facebook is our official channel:
• our fans are not allowed to posts items, because
relationships by having a great content strategy
these will be pushed to all our fan’s private walls as
an approved message from Triodos Bank
Interactive content related to Triodos Bank • comments are open for everybody (reading and
• Video or conference reacting)
• Public event / calendar • With this approach we create a manageable
community with ‘controlled’ communication
• Published interviews
• Website content / news
• New financed projects (KWYMG)
• E-zine / Newsletter
Practical tips
• Colour of Money
• Post manually
• Campaigns • More than twice posts a week preferred
• Visuals • Include a link to refer to
• Avoid being boring and too commercial
Rule
Post approved content always by Triodos Bank spokesman
(e.g. Dutch Branch has a weekly meeting with Mar&Com + PR + Customer Service + Key-user)
72

74. Community
management
How to deal with comments,
questions and flame

75. How to apply Facebook for Triodos Bank
What to do with reactions/comments?
Do’s Don’ts
1. Handle critical issues with care 1. People like asking and complaining. It is free!
• Reply that you will send a detailed response to his/ Do not worry too much.
her e-mail. Offer this possibility to anyone who also 2. Avoid placing personally identifiable information
wants to know more about that issue. in the comments
• Ask for a phone number to call and explain him/her in 3. Don’t allow spam & self promotion*
depth, or invite him/her to visit your office.
4. Don’t allow insulting*
2. Give quick and clear replies. Some times, if you
wait, critical posts will be ‘corrected’ by other
fans.
3. Fans like to share their experiences, positive or
negative:
Experience from Spain
• Positive: reinforce (not always and not necessary)
Key issues on fanpage:
• Negative: try to convert it into an opportunity (more
details to help to resolve)
4. Set-up standard Q&A’s
5. We always respond but we do not always try to
have the last word
74

76. ROI & KPI’s
How to define success and
steer on the right KPI’s

77. How to apply Facebook for Triodos Bank
ROI; How do you measure commercial results?
Ambassador
Meaningful relation
Share
Fan/
Customer
Measure commercial results in two ways:
1. Number of leads whose origin is Facebook. Consume
content
2. Number of visitors whose origin is Facebook.
Interactivity
Visits Average cpc
4.200 x € € It’s almost impossible to create a business
case on Facebook only from commercial
perspective.
Leads Average lead value
Measuring the to be achieved goals;
75 x € € + ‘Branding’, ‘Service’ and ‘Commercial’ is
very hard because it’s the start of a
€ Per month meaningful relation.
76

78. Blijf Triodos Bank volgen, laat ons weten wat je van ons vindt:
@Wout
+316 245 333 64
wout.vandendool@triodos.nl
www.triodos.com
www.slideshare.net/wdool