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CLIENT CASE STUDY


UBS: Social Media Monitoring Outsourcing

By outsourcing social media monitoring to Accenture, UBS gained the capability to monitor and respond decisively to online activity that could affect its brand.

A Sizeable Reputation

UBS is a leading global financial services provider, engaging with private, corporate and institutional clients. It is present in all major financial centers and has offices in over 50 countries.

The client employs more than 65,000 people around the world and has historical roots that stretch back more than a century. In the fiscal year ending December 31, 2011, its operating income reached $27.8 billion and operating profit before tax was $5.35 billion.

As in other parts of the financial services industry, professional risk management is a key factor to success. Depending on the types of news stories and articles being published, a company may be required to take specific countermeasures.

UBS, therefore, put sophisticated monitoring practices in place to keep track of traditional media offerings—like newspaper coverage. However, mass media has been superseded by new communication channels that emerged to meet changes in consumer behavior.

In today’s digital world, understanding what is being published in the form of tweets and Facebook postings, for instance, is vital to any successful and effective communication strategy. Like many of its peers, however, UBS did not have the capacity and experience to adapt its reputation risk management to meet the challenges of the new, digital world.

Tracking social media requires having a solid understanding of the challenges of a rather immature and fast-changing technological landscape, as well as the relevant practical skills. With so few proven social me dia monitoring methods available, building an in-house capability can be a challenge—and even more so when the company has a global reputation to protect.

Even at a hefty price tag, available solutions may still be in an early stage of development, untested, and have little geographic or language coverage. In addition, one would have to assemble and maintain one’s own personal or technical capacity.

Thus, UBS sought a comprehensive, outsourced solution that could both deliver results cost-effectively and reduce internal complexity.

A Social Solution

Accenture developed a conceptual design and pilot project to address UBS’ overall social media monitoring strategy.

UBS, therefore, put sophisticated monitoring practices in place to keep track of traditional media offerings—like newspaper coverage. However, mass media has been superseded by new communication channels that emerged to meet changes in consumer behavior.

In today’s digital world, understanding what is being published in the form of tweets and Facebook postings, for instance, is vital to any successful and effective communication strategy. Like many of its peers, however, UBS did not have the capacity and experience to adapt its reputation risk management to meet the challenges of the new, digital world.

Tracking social media requires having a solid understanding of the challenges of a rather immature and fast-changing technological landscape, as well as the relevant practical skills. With so few proven social me dia monitoring methods available, building an in-house capability can be a challenge—and even more so when the company has a global reputation to protect.

Even at a hefty price tag, available solutions may still be in an early stage of development, untested, and have little geographic or language coverage. In addition, one would have to assemble and maintain one’s own personal or technical capacity.

Results

This service provides global social media monitoring for UBS, based on industry insights.

It allows UBS to fulfill important communication and risk business objectives in the area of reputation management and customer trust as well as brand.

It also enables the client to successfully navigate the digital social world with a holistic perspective, and to detect relevant topics that might need a reaction.

The service, delivered in a consistent and cost-effective way on an international level, is a great example of our end-to-end capabilities as we combine our strengths in management consulting, global delivery of business-process outsourcing and technology assets.