Cbus

by being-admin August 9, 2018

Cbus

Advanced Training and Workshops

Cbus, one of Australia’s largest public-offer Industry Superannuation funds serving the construction, building and allied industries, partnered with Quiip to launch its presence on Facebook and deliver specialist community management and social media services.

Key achievements:

 Our community management team moderated, mitigated and managed all risks, removing content per brand guidelines and engaging with the audience per tone of voice guides. We also provided continuous page moderation coverage, including more frequent monitoring during key periods (Trade Union Royal Commission and Cbus competitions).

164 comments were archived and deleted from the Facebook page, ranging from legal risks to potential brand/reputation damage. Posts requiring deletion peaked during the TURC and Cash For Your Castle competition, with 31 items requiring action during October 2014. There was minimal risk exposure from TURC posts: 9 messages required deletion between 23/9/14 – 23/10/14; all were swiftly removed from the page. Comment volume peaked during the 2014 #12TradesofXmas promotion, averaging 126 comments per day.

Quiip conducted a risk management workshop prior to launching the page, incorporating the issues identified in this workshop into the moderation document. We prepared the Cbus Moderation Guide document with input from Cbus marketing and legal staff members.

We also proactively managed high-risk TURC posts via frequent page monitoring during Royal Commission hearings, and introduced an automated language filter on the Facebook page. This was regularly updated to include terms and names used in TURC media coverage; hiding problematic content as soon as it was posted to the page so moderators could safely action or escalate it during the next available shift.

Quiip also provided guidance on the setup and entry method for the 2014 #12tradesofxmas promotion, including preparing terms and conditions for the contest. We prepared briefs for Facebook post promotion, including target audience characteristics, budget and duration for promoted posts, and regularly met with Cbus and TSC staff to plan events and page content, prior to Cbus’s engagement of a specialist content creation agency.

Cbus joins Facebook:

Cbus launched its social media presence with a Facebook page and a major national promotion in 2014. Its objective was to develop a community of current and prospective members. Tactically, Cbus engaged these members on topics relating to the building and construction sector, superannuation, and insurance.

Cbus is a member-driven organisation. Apprentices and newly qualified construction workers were the key target audience. These members frequently moved between multiple employers and superannuation funds. The Younger Cohort project used Facebook to develop stronger ties with these Cbus members and prospective members.

Partners:

Quiip and Cbus worked closely together on all aspects of the Cbus social media presence, regularly meeting to discuss strategy, content development, Facebook advertising, and moderation issues.

We provided mentoring and consulting assistance to the Cbus marketing team, with a dedicated project lead available for one-on-one advice, to shape the Cbus online community.

Mitigating risks:

Cbus is a highly risk-averse organisation and needed to be guided closely prior to taking its first steps into social media. Quiip worked closely with key Cbus staff to identify potential risks and define the required governance.

Several risk areas were identified, including the potential for the new social media presence to be hijacked by various interest groups due to the fund’s history, board composition, and membership of the Industry Super Funds group.

Potential issues identified included targeting by vocal pro and anti-union activists, particularly in light of the 2014 Royal Commission hearings that occurred during the Cbus Facebook launch. Federal reforms also affected financial advisors who previously relied upon commissions from superannuation funds, and members of the Industry Super Fund group had been targeted by these advisors.

As a superannuation and insurance provider, Cbus operates in a heavily regulated environment. This created additional risks associated with the provision of personally identifying information or financial advice, whether published by Cbus or mentioned in user comments on the page.

Quiip developed a comprehensive risk assessment policy and moderation guide, in collaboration with members of the Cbus marketing and legal teams. The moderation guide provided a set of clear, easy to implement guidelines to ensure consistent and appropriate management of any social media interactions involving the Cbus Facebook page.

Quiip’s Cbus governance documentation was used by all parties contributing to its social media journey and defined activity on its Facebook social media hub.

Results:

In the first two months of operation, the Cbus Facebook page attracted over 7,500 new fans in the critical Younger Cohort segment. This growth was guided and the audience engaged with Quiip’s proven community management methodologies. Cbus used its page to engage current and prospective members via promotions, industry-relevant content and finance tips.

The largest campaign for the Cbus Younger Cohort was the ‘Cash for your Castle’ promotion that ran in September 2014. A complex project, Quiip worked with five other agencies, including marketing, creative and advertising specialists, and a media partner. Quiip managed online engagement through 8.2m Facebook page impressions, 99.5k engagements, 560 comments on campaign-related Facebook content, and over 7.1k competition entrants.

Quiip delivered on social media aspects of the Cbus Younger Cohort engagement strategy developed by The Shannon Company (TSC). We implemented the strategy, and provided an understanding of content and audience that helped to inform the ongoing development of Cbus’ social media strategy in quarterly reviews.

Community management and moderation was a major focus of Quiip’s work with Cbus. We provided 24/7 page moderation, and were able to swiftly address high-risk comments. All inbound comments were recorded and archived. Quiip responded directly to these where possible, and consulted with Cbus where further information was needed.

Equally important was Quiip’s role in encouraging a culture of constructive, industry-related discussion on the page. By proactively engaging with commenters on the Cbus Facebook page, Quiip was able to maintain a positive and supportive community for current and prospective Cbus members.

Customer service issues were referred to Cbus marketing, which resolved these quickly via internal channels. This allowed us to close the customer feedback loop by providing feedback to the customer, and replying to their comments with updates on the status of their issue.

Social media content for Cbus was continually developed and refined based on the performance of previous topics. The content calendar was maintained by a team of Cbus, Quiip and TSC staff who used monthly face-to-face meetings, weekly teleconferences, and an ongoing Google document to collaborate on new content ideas. Content ideas and copy were sourced from across the team, with TSC preparing visual content.

Quiip was responsible for posting all Facebook content to the page, including uploading ad content, and briefing Cbus’s advertising partner on budget, duration and targeting details.

Quiip provided both qualitative and quantitative feedback on social media performance in monthly content review meetings, utilising data from Sprout Social and Facebook Insights, and working closely with Facebook Advertising specialists at Cadreon.

This was a project with many moving parts. The Shannon Company was a central part of the Cbus strategy, using Quiip (community management), Cadreon/Insight (social ads), and other groups, including NOVA FM (radio promotion), and traditional and other digital media buyers. It was a true and successful collaboration.

Quiip have been an instrumental driving force and constant point of reference for Cbus along our journey into the world of social media. From escalation maps and moderation guides, to Facebook competitions and community engagement, they have given us a sense of security knowing we’ve partnered with professionals who are helping to keep watch online, all around the clock.

Peter Little
General Manager Integrated Marketing Solutions, Cbus