Who is Arbejdernes Landsbank?
We are a well established and traditional Danish bank, having been around for almost 100 years. Our capital funding came from trade unions and cooperative enterprises, and today we are still owned by trade unions. Translated into English, our name is “The Workers’ Bank” – so we have a unique proposition in that we are funded by the people for the people.
What led Arbejdernes Landsbank to look for a social media management tool?
I came on board 18 months ago, bringing lots of data around the power of social media. At that point the bank was not active on social at all. Social media for banks is a developing picture. With a growing number of people in our target demographics using social media, and with the declining number of people consuming traditional media, we felt that social media would be appropriate for the bank. We decided to launch a social media strategy with Falcon’s help.
Why did you choose Falcon?
We came on board with Falcon because we needed a tool to publish posts and engage with audiences on social, and because we wanted to accumulate knowledge and tap into some of the services on offer through Falcon such as a Social Media Audit. We appreciate both the tooling that Falcon offers, which is very intuitive and easy to use, and the “people” behind Falcon – the teams in Customer Success and Account Management that we can turn to when we need help. As we’re a little team working with social, that was an important factor for us.
How did you launch social media for your company?
We worked as a team here at the bank to identify our strategy and principles behind social media. We agreed that the main purpose for us being on social was to get into dialogue with target audiences, and we defined the topics on which we want to connect with audiences.
We decided to roll out on Facebook and Twitter because the audiences of those social networks match up with our target demographics.
For the launch back in June, we had no social communities whatsoever, so I decided to run a Facebook competition for new fans to win an attractive prize. In less than one year we have almost 8,000 fans, and we’ve developed our content strategy to appeal to our fans’ interests – around banking primarily, of course!