Saif Al Mansoori, Deputy Head – Group Marketing & Branding, Emirates NBD
Emirates NBD, a leading bank in the region, has been recognised as one of the top 100 banks that is active on social media during the last quarter of 2013, by The Financial Brand, a USA-based online publication focusing on branding issues and providing strategic analysis and insight on a range of critical brand-building tools.
Emirates NBD is ranked 25 on the Power 100 Social Media Rankings, which lists 100 banks from across the English speaking world. Additionally, the bank was ranked 21 for the number of Facebook likes and 15 for YouTube views, in the independent survey that calculates ranking based on Facebook ‘likes,’ Facebook ‘engagement rate,’ Twitter followers, tweets sent, YouTube views and YouTube subscribers. The online publication reviews and updates the power lists every quarter.
Saif Al Mansoori, Deputy Head – Group Marketing & Branding, Emirates NBD said: “We are delighted to have been recognised on a global scale for our successful efforts in building a strong online community. It is an honour to be listed within the Power 100 Social Media Ranking, and we will continue to strive towards building and developing an interactive following.”
Emirates NBD launched its social media programme in August 2012, with an initial focus on Facebook and Twitter. Backed by a focused strategy on customer engagement and interaction, Emirates NBD soon became the first bank in the UAE to have built a base of more than 178,000 fans and followers. Emirates NBD Deals, another Twitter account exclusively focused on special offers and promotions from Emirates NBD, was later added to the bank’s social media network and has been instrumental in promoting over 2,500 promotions and deals. Through effective use of its social media platforms, Emirates NBD highlights relevant news and provides updates on products, services, events and discounts, to enable customers to take advantage in real time. It is the first bank in the UAE to launch a photo competition on Instagram.
Most importantly, the bank’s social media network has created a significant positive impact on customer relations, to turn some of the most aggressive complainants into thankful customers. With more than 70 per cent of customer issues being resolved within a few hours, customers are increasingly turning to Emirates NBD’s Facebook and Twitter platforms to seek quick resolution of their problems.
At the end of last year, Emirates NBD went up against top financial services companies in the region to win Best Social Media Strategy - Financial Services at The Marketing Show Awards 2013.