RAKBANK was recently ranked the number one most followed bank in the UAE on Twitter and the 18th in the world for the first quarter of 2014 by The Financial Brand in its Power 100 List of Most Followed Banks on Twitter*.
“When we launched a Bank presence on Twitter in 2010, our goal was to keep our conversations real through two-way communication and to avoid producing another corporate monologue,” said Banali Malhotra, Head of Marketing at RAKBANK.
Today, over 30,000 people follow RAKBANK on Twitter and 120,000 on Facebook. The Bank also connects with social media users on LinkedIn, Instagram, Pinterest, Foursquare, and Youtube where published videos have received over 1 million views.
With over 400,000 active users on Twitter in the UAE and 4 million on Facebook, social media has now become a hub for all online engagement, making it an important place for organizations to connect with their customers to be part of the conversation.
With an average response time of one hour on week days on both Twitter and Facebook, the social media team at RAKBANK is always there for its followers to deliver a simply better customer experience. At RAKBANK, social media goes beyond traditional marketing communication by not only listening to customer feedback but also offering services that are aligned with the changing market trends. From safe banking tips, job opportunities, RAKBANK Deals, world currency facts, inspirational quotes, crossword puzzles and health tips, RAKBANK’s social media strategy focuses on communication that it deems relevant and useful. Apart from its official Twitter account, @RAKBANKlive on Twitter, the Bank also responds to customers’ complaints and queries via a dedicated handle, @RAKBANKhelp.
“At RAKBANK, the marketing goal is not to gain supporters solely through paid media, but through genuine interactions that help build a long lasting, valued relationship between the customer and the Bank,” affirmed Malhotra.
RAKBANK recognizes that Gamification on social media helps RAKBANK connect with customers effectively while driving meaningful engagement and better product recall. So the Bank recently launched a social media game, Click ‘n’ Connect, on Facebook to promote its Click and Collect service which helps users open a bank account online in just a few clicks. The game involved connecting four identical Click and Collect coins in a row before the opponent to win the game. The users had the option to play against computer or against a Facebook friend. The game was played more than 15,000 times by users.