Thursday, 30 October 2014 01:18
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NDB’s Facebook fan page topped 100,000 fans recently, recording another milestone for the bank in the social media sphere.
Earlier this year, NDB received two awards of excellence for the ‘Best use of Facebook’ and the ‘Best use of Social Networks’ at the 5th CMO Asia Awards for Excellence in Branding and Marketing held in Singapore. The awards recognised the great strides made by NDB in the social and digital media marketing space in the banking industry within a short period of just above one year.
Commenting on the milestone of crossing 100,000 fans on Facebook, Assistant Vice President of Marketing Sanjaya Senarath said: “We are honoured and humbled by the response received from our Facebook fans, which has helped us reach this milestone within such a short period of time. Although the NDB Facebook fan page was launched in February 2013, we took measures to seriously consider using it as a platform to communicate with our clients only in November last year.
“Since the launch of NDB’s Facebook page in February 2013, we have climbed up to the position of the second most viewed FB fan page in the industry; with an average PTA (People Talking About) over 10,000, which is a phenomenal achievement for a FB page in the financial services industry. What is really important to us is this active engagement of our fans, which implies that the content shared on the page is meaningful for them – our page exceeds 20,000 unique engagements on average per month.
“NDB success on Facebook has been achieved by sharing relevant, helpful and timely content while hosting interactive games and engaging activity. To this end, I wish to thank our social media marketing partner ‘230 Interactive’ for their clever insight and execution of the bank’s social media strategy.
“Today, social media has become a platform that is easily accessible to anyone with internet access. Therefore, NDB has endeavoured to formulate a meaningful social media strategy that clearly translates Bank’s corporate strategic objectives into action. Thus NDB Facebook page is utilized as a tool to create awareness about the brand as well as to promote thought leadership on valuable concepts.
For instance, NDB has used Facebook and social media presence to share useful savings tips to promote the habit of saving and even to share child development and parenting tips through NDB Shilpa digital page; contributing to knowledge building amongst target audiences. We believe this milestone of winning 100,000 fans is a direct outcome of such efforts and we wish to thank our loyal fans on Facebook for their interest in our page; while inviting them to stay engaged with our page as we continue to enrich their lives with interactive content, entertainment and competitions.”
The NDB corporate Facebook page was revamped in November 2013 and since then to date the page has seen an incredible growth of over 600% in its fan base. It has also emerged to be the second most rapidly-growing Facebook page within the financial category in Sri Lanka. Insights reveal that the Facebook page is most popular amongst males and females within the age groups of 18-34 years.
In addition to the corporate Facebook fan page, NDB also maintains individual product pages on Facebook to share relevant content with each type of audience the products are targeted at.
‘NDB Salary Max’ Facebook page was published in January 2014 and focuses on educating young executives on making the most of the salary they draw. The page saw a 335% growth in its fan base within the first six months.
‘Cinnamon to the World’ also published in January, is a venture to promote the cinnamon industry in the country. The page not only talks about the virtues, health benefits, cinnamon recipes, historical details and vendor details, but also is a venture to create awareness both locally and internationally about home grown cinnamon and its uses.
The third individual page, published in March 2014 is ‘NDB Shilpa,’ a page aimed at educating parents, parents-to-be and young adults on the saving habits for children and general tips on upbringing children. The page has seen a 905% growth in its fan base within the first five months.
Since the launch of the Facebook page (www.facebook.com/ndbbankplc), NDB has continuously strengthened its position across many other popular social media platforms including Twitter, LinkedIn, YouTube and Pinterest; sharing educative and stimulating content. The social and digital media presence of NDB complements the bank’s communications strategy which also includes mass media, ground promotions and regional capacity building programs; that aim to educate and effectively engage with the bank’s diverse clientele.
