The banking sector in Zimbabwe has been under enormous pressure, with the country’s economic instability leading to poor liquidity. It was in this tricky environment that National Merchant Bank Zimbabwe (NMB) decided to launch social media platforms, closing the digital divide so it could better communicate with customers.
Content Candy helped National Merchant Bank initiate its social media department and online communications plan. The early stages involved securing those all-important handles on Facebook, Twitter and LinkedIn, doing competitor research, and creating a social media strategy and tone guide.
The internal marketing and communications department required training on community management (which is in-house), as well escalating and resolving customer complaints, which are tracked. Simultaneously, NMB set up a WhatsApp support line, as well as an online support centre.
The first social posts went live on 26 April, and NMB’s debut on social media was met with delight by its customers, who could now talk to their bank directly for the first time, on their platforms of choice.
“We believe we have a lot to learn from our clients by capturing their feedback on service experience,” said Lionel Chinyamutangira, NMB’s chief banking officer. “We, therefore, encourage all our stakeholders to get social with us through WhatsApp, Twitter, LinkedIn and Facebook.”
Working closely with our client, Content Candy produces the creative for NMB’s monthly social content and blog posts, as well as ad-hoc posts.
Early organic growth across NMB’s Facebook, Twitter and LinkedIn channels has been strong (+200% month-on-month), with engagement levels increasing as more customers discover NMB has a presence on social media.
Continually refining the content pillars for social and blog posts, zeroing in on the topics that NMB’s Zimbabwean followers find most engaging; setting KPIs that help NMB accelerate its share of voice among competitors in social media, and feeding back learnings to NMB’s service excellence department.
Content Candy is also assisting NMB with a paid media strategy to boost best-performing content and grow its customer base with product offers which are promoted on social media.