First National Bank (FNB), one of South Africa's "Big Four" banks, has, under the stewardship of its own CEO, invested in a strategy of innovation to grow its market presence in South Africa, other emerging-market African nations, and India. With the vision to be a premier in digital marketing in South Africa FNB has invested in building a media strategy to assist the brand in building its relationship among customers networking strategy to empower the brand to reinforce its relationships with customers, through stickiness and reinforcing customer wisdom and ameliorating its brand.
In the year 2012, FNB's head of media and digital marketing sees a tweet from Standard Bank saying it has instructed its attorneys to file a grievance against what it alleges to be FNB's misleading advertising. She wonders whether the use of Twitter to communicate this competitive action of Standard Bank is related to FNB's considerable and well-publicized use of the service that is micro blogging.
The tweet knows the discussion on Twitter is going to be an important indicator of whether her social media strategy has been successful. How can FNB continue to identify itself and relieve the pressure on non-interest revenues? Nicola Kleyn is affiliated with University of Pretoria. Michael Goldman is affiliated with University of San Francisco.
PUBLICATION DATE: February 13, 2015 PRODUCT #: W14684-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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