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Currently Seylan Bank’s social media efforts have also been internationally recognised for its innovative and interactive use of social media. The bank won a Gold Award for the Best Use of Social Media in Marketing for its Facebook page and digital efforts at the World Marketing Congress – Global Marketing Excellence Awards. In addition Seylan Bank also bagged two Silver Awards for Promotions and Innovation respectively, at the Asian Customer Engagement Forum in 2014 and another Gold in 2015 for Digital Marketing – CSR Activities for the ‘Smile for a cause’ campaign. Seylan Bank was also listed among the top 100 Facebook pages in the world at the 51st position by the Financialbrand.com and at the 78th position in terms of the Social Media Power Index.
“Seylan Bank has earned a reputation for being in touch and reaching out to our customers in innovative and exciting ways, always striving to offer value added services and benefits in the most effective manner. Social media has without doubt been a catalyst in these efforts, enabling us to explore new ways to combine technology and service in a vibrant manner,” added Wijeyesekera. Seylan Bank is the only bank in Sri Lanka that has daily posts on their Facebook page and other social media channels to be in touch with their fans and thereby create engagement.
Seylan Bank’s Facebook page plays a multifaceted role, updating customers about the bank’s activities, such as product and service launches and promotions, conducting competitions and comments on national events, as well as engaging fans with inspirational posts, featuring CSR activities, etc. It also acts as a link between the bank’s online and offline presence.
For instance, applications for the recently conducted Seylan Kid Art competition were accessible online, and played an important role in attracting a large crowd to the actual event which was a first of its kind organised by a bank by creating an Online Art exhibition. Other activities such as competitions linked to the bank’s products such as Housing Loans, Leasing Services, etc. have also helped attract a growing fan base to the page.
The Tikiri game app for minor savers is another feature that has proved extremely popular with the bank’s younger customers, as well as ‘Decode and Win’ where fans were challenged to decode a message using a decoding log and three lucky winners were rewarded with the gift mentioned in the message, which as a Tikiri Video Game.
‘Guessing the bag’ and ‘Santa’s Bag’ were other competitions which the fans participated in enthusiastically and were rewarded with prizes and surprises. The noted fact about the activations on the Seylan Facebook page is that most competitions serve all fans despite the age. Competitions are designed in such a way that anyone could take part in it actively and win valuable, memorable gifts.
To engage with the fans through an offline activity Seylan Bank recently held the innovative ‘Seylan Office Challenge’ which was one of its kind. The feedback received for this was enormous.
Operating within an intrinsic culture of accessibility and flexibility, media such as Facebook allows the bank to interact with audiences in innovative ways, devising competitions, offers and promotions, as well as providing a platform for real-time customer feedback. The ‘Seylan Bank Customer Support’ tab is one of the key features of the page, offering fans the opportunity to communicate with the bank, with all queries and comments dealt with on a priority basis.
“Today, social media is an indispensable part of the marketing effort. It also offers unparalleled opportunities to interact with customers and build relationships, largely due to its interactive nature, leading to a more open communication process, rather than simply pushing out marketing messages.
“With close to 6.6 million internet users and 3.1 million FB users in Sri Lanka, the potential to leverage social media is huge, especially in terms of feedback, increasing and shaping product portfolio, improving service delivery etc. – all ultimately enabling us to continue to offer benchmark service standards to our continuously growing customer base,” added Wijeyesekera.
Seylan Bank extends their heartfelt appreciation to all their loyal fans and the bank’s social media partner Loops Solutions for their continuous support extended towards all activations on the bank’s official social media channels.
