2020 Customer Awards: Franklin Templeton - Keep Calm and Carry On

Company: Franklin Templeton

Company background: Since our founding in 1947, we’ve managed through all kinds of markets – up, down and those in between. Franklin Tempeton is always preparing for what may come next. It’s because of this, combined with our strength as one of the world’s largest asset managers, that we’ve earned the trust of millions of investors around the world. We’re a recognized leader in global investing, having launched one of the first global mutual funds over 65 years ago. Today, our global footprint spans more than 30 countries and covers 85% of global GDP. With investment professionals based in over 40 research offices around the world, we believe our firsthand knowledge of local cultures and economies truly sets us apart as a global partner.

Contact: Brittney Gibert

Title: Social Media Manager

Related URLs: http://twitter.com/FTI_US, http://linkedin.com/company/franklin-templeton, https://www.facebook.com/franklintempleton/, http://instagram.com/franklintempleton 

Kudos Category: Keep Calm and Carry On

1. How did your team shift your existing strategy to better engage customers during a crisis?
During a high-profile crisis that dominated US news cycles, Franklin Templeton leveraged the Intelligence dashboard to stay abreast of social conversations around the incident, which allowed us to react in real time.

2. What operational processes did you create or change to respond in a time of crisis?
While we use the Intelligence feature to stay abreast of conversations regularly, we were able to pivot quickly during this crisis by adjusting keywords to better analyze conversations around the incident and adjust accordingly.

3. What success metrics did you use to determine if your shifts in strategy and process had the desired outcomes? What were those quantifiable outcomes?
We monitored sentiment of social conversations to determine if our PR communications were effective. By making use of the Intelligence module, we were able to quanitfy that our communications had a positive outcome on social chatter around the incident.

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