Case Name :      ING Direct

Authors :           Sean Cauterman, Michael Sider

Source :             Ivey Publishing

Case ID :            910M96

Discipline :        General Management

Case Length :    11 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The chief executive officer (CEO) of Social Media Group had to develop a social media campaign for ING Direct Canada, an online retail bank. The CEO had successfully developed social media campaigns for other businesses in the past but ING wanted the CEO to measure the success of the campaign. With little information available on how to determine the success of such strategies, the CEO set out to design one of Canada’s first measurable social media campaigns.