Using social media and communities to increase peer to peer engagement, interaction and recommendation

During this period of significant change within the financial services industry Standard Life have been striving to leverage social channels to help strengthen relationships and increase interactions with key audiences. Through their B2B communities the company has embraced the challenge of dialing down the traditional push marketing methods and in turn looked to dial up value of interaction. In this session Craig Johnston will take you through their experiences from setting up properly and fostering engagement within the community through to evaluating performance and demonstrating tangible success.    

About the speakers

Craig Johnston, Digital & Social Media Strategy Specialist, Standard Life

Craig is responsible for the ongoing adoption and development of Social Media within Standard Life. Working across both B2B and B2C audiences his responsibilities include ensuring all initiatives are aligned to business objectives and are fully planned, resourced and supported through training. Craig has overseen Standard Life's first steps into the social space and as the company's footprint expanded he led the creation and launch of a policy and guidelines to support employees across the UK, Ireland, Canada and Hong Kong. Prior to this role Craig was Digital Partner at Standard Life leading the digital communications activity within the UK.