Skip to main content

How DBS Places can be better for DBS

Kudos for DBS for launching DBS Places, where Facebook users can check-in to Facebook Places to enjoy special deals at selected partners.

I have tried DBS Places on Facebook mobile and there are some room for improvement for DBS to generate better ROI than just a branding campaign.

One major shortcoming of this “social” campaign is that you can enjoy Facebook check-in deal without the use of DBS cards to make payment for the deal. In fact, you could even use cash or other bank cards, like Citibank, HSBC, etc to pay for the deal.

The more extreme view of DBS Places is that a consumer with a smart phone but without a DBS card can enjoy the special DBS Places deal, but a DBS card holder without a smart phone cannot enjoy the DBS Places deal.

This is indeed a bankers’ nightmare.

In comparison, if you DBS cards at selected venues, you get an exclusive discount.


An exclusive promotion for DBS & POS card holders

Would a bank go on an online branding and advertisement campaign so that other banks can benefit from it, or should the ROI be directed to measuring if there were increase in card usage?

On the other hand, if DBS Bank could link their Facebook Deals promotion with increase usage of their cards and yet get more discounts from the retailers, wouldn’t be a social media success?

Labels:

Comments

Chris Ng said…
Hey Aaron, thanks for the mention and for the comments. You've certainly got a point there and without going into specifics, that indeed was a part of our thought process too. In the end, we kept the mechanics simple so that we could involve participants from outside Singapore where we may not have a ready base of credit / debit cardholders. As the first pan-Asia campaign involving Facebook Places, we're looking to reinforce our Asian connectivity by making the campaign accessible to everyone and to build awareness of the DBS brand in those markets. We do envisage more exciting social media initiatives in the future that are more closely tied to product usage.
August 15, 2011 at 5:29 PM
Aaron Koh said…
Hi Chris,

I actually have a motive for blogging this.

I am from Taggo and we are able to link DBS Cards without the security issues. Plus our real tests have shown that retailers are willing to give more discounts if a bank can help them with more advertising.

Besides the need to set up multiple pages, we can create campaigns within the same Facebook Page so the objective is focused on the fanpage.

In addition, when a fan check-in, we generate a status update that is edited and controlled by the brand.
August 15, 2011 at 7:11 PM
Post a Comment

Popular posts from this blog

Singapore radio personality in "hot soup" for reporting train delays based on Tweets?

Update - Hossan Leong has commented on this post to say " I'm not in trouble pls don't blow this out of proportion. Let it rest. It's getting silly. Thank you for your love and concern and I apologize for any misunderstanding." ~  Hossan Leong. Hossan Leong, a Singapore radio personality for The Gold Breakfast Show on Gold 90.5, was censured today for reporting on train delays on the Circle Line because he based the information on Tweets, rather than waiting for the official reports from the Circle Line operator, SMRT.  It is, however, unknown if the "warning" came from Mediacorp producers or SMRT. Tweeted Hossan Leong ,  OK...I reported it on air and now I'm getting into trouble for it?? The CC line is DOWN rite? I did nothing wrong rite? The SMRT Circle Line was reported to be down this morning during peak hours and started as early as 7am. However, local news only received official statement was received by the mainstream media at about 9...
14 comments
Read more

Agency Monday with Asia PR Werkz

Agency Monday is back! Social PR had the wonderful opportunity to chat with the ladies at Asia PR Werkz and found out that if their agency would be a novel it would be something like your own ending kinda novel. Who are you? Ie what are the names of the people on your team? Asia PR Werkz - Helmed by Directors Julie Chiang (left), Cho Pei Lin (center) and Lim Wee Ling (right) What are you? In ten (or so) words, you would describe your agency as: Boundless enthusiasm, intense conviction & commitment, imaginative solutions to challenging communications issues Why do we need you? Why should new clients go to you? Because they need to communicate. Sometimes, through and with the media, both mainstream and new. Contact? Who’s the best person on the team for new business? chopeilin(at)asiaprwerkz(dot)com Best Pitch or Campaign? Please highlight your best pitch or campaign. National Family Celebrations Convince an alien just landed from outside the Asia-Pacific, w...
Post a Comment
Read more

DBS Bank – One Tweet too little too late.

(Updated post - DBS apologise with the 3Rs – Will social media bite? ) It was the bluest Monday for DBS/POS Bank in its entire banking history when more than 1000 of their ATM and online banking services were taken offline due to a software upgrade an outage (PR announced that it was down due to software upgrade, but the outsourcer, IBM, later claimed it was an outage). So on that Monday, DBS decided to sign up onto Twitter and post a 140 characters one-liner onto Twitter to post a one liner to inform the Twitterverse of the down time. Everybody knows that if you just create a new account on Twitter, you would start off with 0 friends. How would you be able to inform the Twitterverse if you start with 0 friends? DBS Bank did something smart to insert the #dbs and #posb and that probably drew some attention to this account. However, the effectiveness of the tweet was lacking as it drew only 28 retweets. As of this posting, DBS Bank attracted 274 followers. A letter to T...
9 comments
Read more