Banking, Trust and Transparency with Bian Salins, Head of Social Media at TSB Bank
The UK banking sector is undergoing massive transformation against a backdrop of increasing pressure from the Government to reform and diversify…
Since the global financial crisis of 2007–2008, banks have been largely focused on regaining public trust and confidence in the financial system, while more recently a number of challenger banks and fintech startups have risen from the ashes focused on providing more convenient and consumer friendly digital products and services.
In this edition of the HelpHandles Podcast Series we chat with Bian Salins, Head of Social Media at TSB Bank about her own journey from journalism into social media and banking, and how the TSB social media team is helping to bring more trust, transparency and competition to UK banking.
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Key moments in this podcast
0:10 Introduction
0:25 Dean welcomes Bian Salins, Head of Social Media at TSB Bank to the HelpHandles Podcast…
0:45 Experience
Bian shares her experience to date, starting out as a journalist in Mumbai, India, working for News International, BT Openworld, launching social support for NOW TV at Sky, to consulting for Cap Gemini, and finally onto her current role as Head of Social Media at TSB Bank.
2:35 History of TSB and its position within the current banking sector
Bian explains how TSB was founded by Reverend Henry Duncan in 1810 to help local working people in the community of Dumfriesshire, UK manage their annual wages. Bian goes onto explain how these core values are still present today and TSB’s mission to bring more choice and competition and to UK banking and transparency to consumers and the communities in which TSB operates.
4.20 What does the TSB social media team look like?
Bian explains how TSB’s social strategy is still very much in its infancy, and how she developed a strategy using hub and spoke model to support the business using three core areas, content, conversation and collaboration…
…everything we do comes from data and insight…social is the glue that brings all the different functions together within the organisation...
8.40 Dean talks about the importance of authentic leadership on social, and asks Bian how her team supports CEO Paul Pester’s use of digital channels to amplify the banks values and mission to bring more transparency and competition to the UK banking sector…
Paul is a good example of senior leadership who is unafraid of using new channels and to collaborate as a close team to support customers and answer questions publicly…
12:48 Can you tell us more about how you measure ROI of your teams social media efforts?
Bian talks about the importance of NPS within TSB, and how they monitor the sentiment of the voice of the customer, working hard to reduce negative sentiment on the bank across social.
Customers who engage with TSB over social channels give a much higher NPS score than across other more traditional channels..
15:43 How is data and insight reported at TSB and how that drives decision making across the business…
Various uses of social data and insight within TSB, we have a dashboard for our media team so they can get a clear visualisation of real time insights, we also use social data for incident management, to gain a collective picture of scale and impact to make decisions within the contact center on the back of this data and insight…
19:36 Dean offers his thoughts on how data can be used to drive decision making and how real value can be found in focusing on micro decisions over macro decisions especially over social media…
The purpose of using data is to produce actionable insight, and the purpose of producing actionable insight is to drive effective decision making within the organisation…
24:32 What are your teams strengths and what sets TSB apart from its competitors…
Bian goes onto explain…
We are a value led brand, and a company which is led by its purpose…
Employees are partners within the business and we reward appropriately. TSB are very active in local communities, and promote over 500 local charities each year as part of the banks purpose. There is support for branches who want to help and support local charities…
26:50 Dean talks about how the importance of humanity at scale and how he expects more leaders within the enterprise will start to use social and messaging as a natural extension of themselves to break down barriers and connect with and engage with consumers in the future…
25:11 What excites you about the future of social?
The pace of change is always exciting, we are never bored in our work, and always seeking to learn and take on new challenges with the opportunities with new innovations around AI and messaging…
Consumer behaviour is a really interesting and exciting area to watch right now…
27:50 What keeps you motivated as a leader and who inspires you?
Personal inspirations comes from people like Maya Angelou who was always about people and giving.
Bian goes onto explain how she has been motivated by the people she has been lucky to work with over her career…
30:12 Conclusion and thanks…
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