RHB gets Facebook verification
By Digital News Asia August 2, 2013
- RHB claims first mover advantage with verified Facebook brand page
- In line with focus on meeting needs of digital-savvy and time-poor customers
RHB BANK Bhd has received Facebook verification for its brand page on the social network site, claiming to be the first bank in Malaysia to do so.
The verification will separate the RHB Page from unauthorised RHB pages, building trust in customers and fans when they ‘Like’ the RHB Page, the bank said in a statement.
Facebook first launched Verified Pages and profiles on May 29 for a small group of prominent public figures with large audiences. RHB's verifcation comes eight months after launching its page on Facebook.
Verified Pages and Profiles have a small, dark blue checkmark beside their name on timelines, search results, and elsewhere on the social network.
As users typically allow brands to access their information when ‘Liking’ a page and interacting with the brand’s Facebook application, the verification is intended to give users confidence knowing their personal information is accessed and stored by a trusted brand, RHB said.
Kishore Samuel (pic), head of group corporate brand management at RHB Bank, said many among the bank’s target group are Facebook users and with the information that users share via the social networking platform, the team is now able to better understand its customers’ demographics, behaviours and sentiments.
“These insights will allow us to serve our customers with products specific to their needs. If a customer is a frequent flyer, through our interaction with them on Facebook, we can now serve them with deals and offers that will make us more relevant to them,” he said.
According to Kishore, RHB has always aimed to be a first mover in the industry, with the introduction of offerings such as RHB Easy, RHB Now and partnerships with PayPal. This is in line with its focus on meeting the needs of digital-savvy and time-poor customers.
“Management is aware that customer preferences are quickly changing and have plans in place to navigate this chaotic space. Social media was identified in 2012 as a platform which can meet multiple business objectives and considerable resources have been put in place to drive this forward.”
“RHB aspires to lead the social media space in the region by introducing social by design marketing programmes to deliver tailored experiences to its customers,” he added.
The bank worked with Rally, the social media arm of media agency UM, for its social media strategies. Its Facebook Page currently has over 80,000 fans.
Banking on Digital Part 1: The confluence of IT and marketing
Banking on Digital Part 2: Where conversion matters
Banking on Digital Part 3: The largest branch
Banking on Digital Part 4: Products from a different realm