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Social media case study: Devitt (Royal Bank of Scotland)

Guest post by: Jo Stratmann

Article Overview: Social media agency FreshNetworks has helped Royal Bank of Scotland use social media to gain customer data.

Social media case study: Devitt (Royal Bank of Scotland)

Devitt are a specialist motorcycle insurance provider who opened for business in 1936, and are part of the Royal Bank of Scotland Group. They provide insurance for all kinds of motorcycle, from bikes to scooters to mopeds through local motorcycle dealers around the country, allowing customers to purchase a motorcycle and ride it out of the showroom safe in the knowledge that they are already insured.

Devitt also provide a direct insurance service on the phone and online, and look after the insurance of over 115,000 customers across the UK.

Social media agency FreshNetworks were asked by Devitt to use social media to encourage commuters to take up motorcycling as an alternative to the usual commuting trail, as well as gather data on customers and potential customers to improve CRM.

Devitt also wanted to increase customer interaction and provide a valuable resource for motorcyclists to use.

"Keep Britain Biking" was the resulting online community that FreshNetworks created, containing user-created blogs and discussion forums, and an integrated Twitter feed to spread the word about the community.

Keep Britain Biking also included a unique resource for bikers to find parking spots, bike routes, motorcycle shops, warning areas and other bike-related

information; no other site has this collated information.

The engagement has been impressive, with 10% of members' regularly contributing content, adding vital biking related information to the community, and over 800 new CRM records have been created containing data on biking insurance and renewal dates.

In collaboration with motorcycle magazine, MCN, the chance of a £2,500 motorcycle touring prize with Extra Mile Bike Tours gave community members the incentive to nominate biking routes or spots that should win the top biking spot in the UK. A shortlist of entries has now posted and can now be viewed on the Keep Britain Biking website.

With the help of FreshNetworks, Devitt are continuing to grow their online community and are systematically matching their key objectives, and surpassing them.

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Article Tags: Devitt, FreshNetworks, keep britain biking, Royal Bank of Scotland, social media, social media agency



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