Total 593 words used.
Pag-IBIG Fund is the Philippine government agency tasked to manage savings and provide affordable home financing for Filipino workers. Now more than ever, its 15 million members have relied on Pag-IBIG programs and benefits as the challenges of the pandemic persist.
As the media landscape evolve due to local events and Filipinos quickly shifting to digital channels to consume content, Pag-IBIG Fund utilizes its official Facebook page — the largest social media platform in its arsenal — to communicate with its audience.
Pre-pandemic (2019), the Pag-IBIG Fund Facebook Page only has one million likes and followers. To expand its reach, Pag-IBIG's Social Media team developed a Content Mix and Calendar. Posts, varying from promotional offers, how-to videos, announcements, as well as live streams of events, are published whenever its followers are most active on Facebook. They also adjusted their tone and language, appropriating vocabulary of the Filipino masses for more appeal.
In fact, local FB communities, such as the Pag-IBIG MP2 Sharing Ideas Facebook Group (1.2 million members) regularly share Pag-IBIG Facebook content to others in the group. This not only shows the relevance of Pag-IBIG contents, but its reach also expands to members of other groups with every share of content from the Pag-IBIG Fund’s Official Facebook Page.
The agency established a Facebook Support Team whose duty is to provide customer support and Pag-IBIG Fund services via FB. They answer inquiries of members pertaining to Membership ID number generation, checking of short-term and housing loans status, updating of information, enrollment in Virtual Pag-IBIG, addressing concerns in housing loans, and other inquiries received in the comments section and in-page messages.
Relevance and Impact to Business
From these initiatives, the Pag-IBIG Fund Facebook page brought Pag-IBIG's services closer to MORE Filipino members. Its reach now rose to 2.67 MILLION FOLLOWERS - a remarkable increase of 167% from one million followers back in 2019. This already represents 18% of Pag-IBIG Fund’s 15 million members who now have instant access to information about their benefits via Facebook. As compared to other government financial institutions with followers ranging from 144,000 to 1.8 million, Pag-IBIG Fund’s FB followers are exceptionally high, even surpassing the followers of commercial banks [REDACTED FOR PUBLICATION].
Now, the agency’s posts on MAJOR programs and services drive more than 7.5 million reaches, 32% higher than 2021’s reach of 5.7 million. These are achieved with organic interactions, without the need for ad placements [REDACTED FOR PUBLICATION].
In a third-party survey [REDACTED FOR PUBLICATION], Pag-IBIG Fund has SIGNIFICANTLY improved the awareness rating to 100% of its programs (from 89-97% in 2021), which is attributed to its Official Facebook Page. The Official Facebook Page scored a whopping 38% as first source of awareness for the Virtual Pag-IBIG Mobile Application - Pag-IBIG Fund’s flagship online service application. This has brought the app downloads to more than 2 million since its launch in 2022.
More importantly, Pag-IBIG Fund’s Facebook Support Team addressed a record-breaking total of 1,841,108 inquiries from members in 2021 and 2022 through FB alone. And from January to June 2023, they already addressed 250,697 inquiries, averaging 3k received messages with a turnaround of only 1 DAY. This further led to REDUCED FOOT TRAFFIC in branches because members need not go personally to for inquiries. The volume of transactions done through the Pag-IBIG Fund hotline was also REDUCED with the help of the Facebook Team, decreasing by 842,981 transactions or a 20% decrease from the 4,202,435 transactions recorded in 2021 [REDACTED FOR PUBLICATION].
Nomination Title: The Pag-IBIG Fund Official Facebook Page: Bringing Pag-IBIG services closer to millions of Filipino workers through social media
