Global Financial Services Brand
Mitigating brand risk on a global scale
The Financial Services industry directly impacts the lives of billions of people worldwide. Because of this high profile, it has also been the target of increasing skepticism among consumers and online attacks by bad actors. When these risks surface online they not only disrupt business operations, they can also erode brand trust.
Our client, one of the largest brands in the Financial Services industry smartly recognized this, and set out to proactively engage its consumers by participating in global sponsorships, celebrity endorsements, top-tier influencer engagements, international sporting events and major entertainment partnerships. These activities also inspired consumer engagement across 100+ brand-owned social media pages worldwide.
However, it quickly became clear that they needed a partner who could help them maintain a positive brand experience on a global scale across their owned social media pages, while also providing vital intelligence on digital chatter outside those channels signaling potential threats to their core business.
When these risks surface online they not only disrupt business operations, they can also erode brand trust.
Working closely with our client’s internal communications and digital marketing teams, we identified gaps in their existing solution and its ability to detect and mitigate risks associated with their complex network of global brand activities and brand-owned social media pages.
These gaps included the following:
While our client, and its existing solution, were aware of known incidents and issues that plagued the industry, they were unable to identify the unknown topics that if left undetected could evolve into a full-blown crisis.
Global coverage in real time
As a global brand, worldwide conversations occurred at all times of the day and night, which meant the US-headquartered team often woke up to a flurry of alerts from global subsidiaries. Along with the lag in alerting, their ability to assess the severity of the situation proved difficult.
Scalability of social media engagement
This difficulty extended to the brand’s 100+ owned social media pages where millions of pieces of content appeared, and required hands-on moderation to eliminate harmful content, identify customer service requests and remain compliant with financial industry regulations.