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A compilation of relevant and valuable digital research and insights within a " Digital in the Financial Industry " context. A simplified 4 step overview of valuable sources and " mind shift content" please review all sources referenced on the last slide for full articles, presentations, theories, strategies and general insights used within this presentation.
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Context – Bigger Picture – Digital Marketing BIGGER PICTURE
℗ Annette Muller 2010
BIGGER PICTURE℗ Annette Muller 2010
DIGITAL MARKETING
SHIFT IN MARKETING
ONLINE AUDIENCE ENGAGEMENT
CONTENT in CONTEXT IS KING
SOCIAL SEMANTIC WEB ANALYTICS
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Trends | Technology | Financial Brands | Communities
CO-DONATE There are lots of innovative corporate donation programs popping up, and one characteristic many share is that—in tune with the aforementioned 'age of collaboration'—they ask customers to co-decide and (often) co-donate.
PERKONOMICSRewarding most devoted customers with exclusive offers and several perks (in addition to the obligatory discounts & existing loyalty benefits for everyone)
RANDOM ACTS OF KINDNESS (RAK)everything from picking up the tab to sending a surprise gift to loyal customersWings is a credit card brand owned by Akbank – recentlypartnered with five upscale restaurants —to offer a random selection of lucky Wings members a pleasant surprise. After having dinner at one of the restaurants and paying with their Wings card, the customer is notified that Wings will foot the bill.
(F)RIGID NO MOREthere’s a world to be won by being less rigid—if not downright frigid—when it comes to interacting with your customers - return policies that don’t require a receipt from loyal customers. It’s about hotels not charging an extra night for that late checkout.
being more willing to collaborate, co-create, co-invent, co-improve with your clients
set up your own ipodlounge.com, hiltonlobby.com, virgincabin.com, ingcounter.com, saabbackseat.com, safewaysaisles.com or vodafoneconnection.com, and invite your customers to engage in CUSTOMER-MADE goods, services and experiences.
Using cloud-based software - http://www.brightidea.com/new.bix | www.spigit.com
www.ideabounty.comhttp://link.brightcove.com/services/player/bcpid77544765001?bctid=108805924001
Trends | Technology | Communication | Communities
1. THE MEGASITE The once-simple microsites financial institutions made for their marketing campaigns have ballooned into massive undertakings.
2. FINANCIAL EDUTAINMENTFinancial education will have to become a lot more entertaining and interactive
3. NEW CHANNELS FOR CUSTOMER SERVICELive online chat has been around for a few years, but financial institutions are deploying it at a quickened pace. With instant online chat, you can address people’s questions and concerns
4. ONLINE PFMFew things have made as big a difference to consumers over the last couple years — from a practical perspective — as the introduction of online Personal Financial Management tools.
5. “WE’RE LISTENING”Financial institutions who believe that their primarypurpose on the social web is to listen will solicit Feedback both the good and the bad — from the public, and do so publicly.
http://www.savehardspendsmart.com
http://bankofamerica.com/mobanking
www.mint.com www.geezeo.com www.waala.com
http://www.live.firstdirect.com
6. PROPRIETARY APPLICATIONSING DIRECT was probably the first to introduce an API for Twitter with its “Fee Tweeter” application. And Vantage Credit Union’s “Tweet My Money” is a fully-proprietary innovation that allows people to access account information and make transfers via Twitter.
7. REMOTE DEPOSIT CAPTURE Whether by mobile phone (like USAA and WV United FCU), scanner (like Jefferson Financial) or even the honor system, enabling people to make deposits remotely will be a big trend from now until checks go away.
8. ONLINE REVIEWS, Q&A FORUMSAllowing actual users to rate and review products online. You can take it a step further and let people ask and answer questions, as USAA has with its “Member 2 Member” forums.
9. ONLINE CONTESTS FOR CHARITY None of this was really feasible before social media tools came along. And you don’t need to give away a lot of money, as one credit union proved with its $2,000 scholarship giveaway on FACEBOOK
10. UGCUGC (short for “User-Generated Content”) will continue to be oneof the primary ways financial institutions integrate social media tactics into their marketing mix. Financial institutions will host blogger contests, photo contests, “my ugly [fill-in-the-blank]” contests and make-your-own TV contests. Just be careful that you don’t “salt the mine” with your own submissions, as one bank painfully learned.
http://www.oectours.com/oec/index.php?b=768
http://www.whatmoneymeanstome.org/
11. MAKING “COMMUNITY” THE FOCUS OF ONLINE COMMUNITIESInstead of building self-serving online social media communities, help improve your real, offline communities. To see this strategy lived out to its fullest - Caja Navarra
12. AUTOMATIC SAVINGS PLANSBofA was one of the first to introduce automatic savings programs, with its “Keep The Change” project. Then there was Wachovia’s “Way 2 Save.” Citizens Bank recently introduced “GoalTrack Savings,” a goal-based savings account with rewards. Third-party products like Bancvue’s “Kasasa” are integrating automatic savings options. You can even include automatic savings into your auto loans.
http://www.cajanavarra.es/en/tus-derechos/
Trends | READ MORE
www.trendwatching.comwww.thefinancialbrand.comwww.trendhunter.comwww.coolhunter.netwww.springwise.comwww.globalchange.com
SHIFT IN MARKETING
BEFORE
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SHIFT IN MARKETING
AFTER
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SHIFT IN MARKETING
Video Inspiration
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http://www.youtube.com/watch?v=ciSrNc1v17M&feature=related
http://www.youtube.com/watch?v=iu0ztxdsFis&feature=related
SHIFT IN MARKETING
Insert Videos
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SHIFT IN MARKETING1.
SHIFT IN MARKETING1.
SHIFT IN MARKETING1.
SHIFT IN MARKETING
OLD NEW
1. Messages2. Static3. Saying4. Look&Feel5. Posing6. Simplicity7. Touch Points8. Audience
1. Conversations2. Dynamic3. Doing4. Experience5. Authenticity6. Complexity7. Engagements8. Community
DEFINING DIGITAL MARKETING
By defining “Digital” as not the technology, device, or channel, the questions will
no longer be “what are we doing on Facebook” or “do we have an iPhone app?”Instead, by understanding modern users’ habits we can create the solutions
and deliver it using the most appropriate technology, device, and channel.
Source: Augustine Fou, November 6, 2009.
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BE DO
SOURCE: Paul Isakson
ONLINE AUDIENCE ENGAGEMENT
CONNECT
with each other
potential clients
clients
communities
potential employees
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ONLINE AUDIENCE ENGAGEMENT2.
ONLINE AUDIENCE ENGAGEMENT
reach engage action buzz
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ONLINE AUDIENCE ENGAGEMENT2.
AUDIENCE CONNECT CHANNEL 2.
AUDIENCE RELATIONSHIP2.
AUDIENCE ENGAGEMENT2.
AUDIENCE ENGAGEMENT
understand act on optimize
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AUDIENCE ENGAGEMENT2.
BIGGER PICTURE℗ Annette Muller 2010
CONTENT in CONTEXT IS KING
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BIGGER PICTURE℗ Annette Muller 2010
CONTENT in CONTEXT IS KING
VIDEO INSPIRATION
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http://www.youtube.com/watch?v=5wx0GfbC0BA&feature=related
BIGGER PICTURE℗ Annette Muller 2010
CONTENT in CONTEXT IS KING
Create content worth sharing
Insert video
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BIGGER PICTURE℗ Annette Muller 2010
CONTENT STRATEGY
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BIGGER PICTURE℗ Annette Muller 2010
CONTENT STRATEGY
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BOTTOM LINE: CREATE CONTENT WORTH SHARINGSOMETHING THAT EDUCATES & ENLIGHTENSSOMETHING THAT HELPS DISCOVER, SOMETHING THAT HELPS PEOPLE SEE THE WORLDIN A DIFFERENT WAY
SOMETHING IN CONTEXT THAT WILL MAKE US CHANGE, LEARN SOMETHING NEW, FEEL, THINK DIFFERENTLY
BIGGER PICTURE℗ Annette Muller 2010
SOCIAL SEMANTIC WEB ANALYTICS
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http://www.youtube.com/watch?v=off08As3siM&feature=player_embedded
BIGGER PICTURE℗ Annette Muller 2010
SOCIAL SEMANTIC WEB ANALYTICS
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SOURCES:http://www.slideshare.net/rlovinger/theres-no-semantic-web-without-content-and-datahttp://www.slideshare.net/Cloud/the-social-semantic-web
BIGGER PICTURE℗ Annette Muller 2010
SOCIAL SEMANTIC WEB ANALYTICS
4.
BIGGER PICTURE℗ Annette Muller 2010
SOCIAL SEMANTIC WEB ANALYTICS
4.
SOURCES:http://www.slideshare.net/rlovinger/theres-no-semantic-web-without-content-and-datahttp://www.slideshare.net/Cloud/the-social-semantic-web
BIGGER PICTURE℗ Annette Muller 2010
SOCIAL SEMANTIC WEB ANALYTICS
4.
SOURCES:http://www.slideshare.net/rlovinger/theres-no-semantic-web-without-content-and-datahttp://www.slideshare.net/Cloud/the-social-semantic-web
BIGGER PICTURE℗ Annette Muller 2010
SOCIAL SEMANTIC WEB ANALYTICS
4.
BIGGER PICTURE℗ Annette Muller 2010
SOCIAL SEMANTIC WEB ANALYTICS
4.
SOURCES:http://www.slideshare.net/rlovinger/theres-no-semantic-web-without-content-and-datahttp://www.slideshare.net/Cloud/the-social-semantic-web
BIGGER PICTURE℗ Annette Muller 2010
STRATEGIC OVERVIEWSHIFT IN MARKETING
ONLINE AUDIENCE ENGAGEMENT
CONTENT in CONTEXT IS KING
SOCIAL SEMANTIC WEB ANALYTICS
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2.
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THANK YOU
BIGGER PICTURE℗ Annette Muller 2010
BIGGER PICTURE℗ Annette Muller 2010
SOURCES
Shift in Marketing & Communication The future of communication – Man is God http://www.youtube.com/watch?v=iu0ztxdsFis&feature=relatedDid you know – version 4.0 http://www.youtube.com/watch?v=6ILQrUrEWe8Dramatic Shift in Marketing – Scholz & Friendshttp://www.youtube.com/watch?v=ciSrNc1v17M&feature=relatedGlobal Internet Statisticshttp://www.youtube.com/watch?v=RpAW0yRaKwsThe importance of Video in Future Marketing http://www.youtube.com/watch?v=ZE5bncAEhSQ&feature=relatedThe Mobile Media Revolution http://www.youtube.com/watch?v=FScddkTMlTc&feature=relatedCreating content for the digital audience – It is a mindshifthttp://www.youtube.com/watch?v=5wx0GfbC0BA&feature=relatedSocial Media RevolutionLatest Social Media Revolution Video:http://www.youtube.com/watch?v=4J4Ynp9AvYk&feature=channelLatest Research from Google on designing for the Social Web / Social Media – real understandinghttp://www.slideshare.net/padday/the-real-life-social-network-v2Banking, Social Media & Digital Communicationshttp://www.slideshare.net/dancingmango/web-20-what-is-it-and-what-does-it-mean-for-retail-banks (SAM – this is probably where they got sam from, he is even wearing green )Common Wealth Bank – The futurehttp://www.youtube.com/watch?v=pTv2tMenhxA&feature=relatedGlobal Social Digital Initiativeshttp://www.slideshare.net/silkroader/innovation-in-financial-institutions-a-world-tour-presentation?src=related_normal&rel=93275http://www.slideshare.net/cajanavarra/civic-banking-pioneers-in-banking-20
℗ Annette Muller 2010 | wwww.annettemuller.co.za
SOURCESRelevant Global Digital Heroes Debbie Weil on Corporate Blogging - http://www.youtube.com/watch?v=i9koe77fUz8Social Media in the Financial Industry Speakers - http://www.fpsc.com/WebinarForm/ Insights & Analytics ResourcesOccam's Razor by AvinashKaushik - http://www.kaushik.net/avinashActionable Analytics by Jonny Longden - http://actionable-analytics.com/Industry Insights by Omniture - http://blogs.omniture.com/Six Pixels of Separation by Mitch Joel - http://www.twistimage.com/blog/Kaizen Analytics by Michael Nottes - http://www.kaizen-analytics.com/Nielsen Insights - http://en-us.nielsen.com/insightsComScore Voices - http://blog.comscore.com/Hitwise Intelligence - http://weblogs.hitwise.com/Web Analytics Demystified by Eric Peterson - http://blog.webanalyticsdemystified.com/weblog/http://www.slideshare.net/datalicious/digittech-analytics-workshop?src=related_normal&rel=3774929 http://huddlemind.net/video/the-future-web SOUTH AFRICAN INTERNET LANDSCAPE http://www.slideshare.net/classicevents/rhode-oodendaal-mari-visagie-crink INFLUENCE MARKETINGhttp://www.slideshare.net/TrendsSpotting/2010-online-marketing-influencers-trend-predictions-in-140-characters-by-trendsspotting-2833055http://www.slideshare.net/TrendsSpotting/2010-social-media-influencers-trend-predictions-in-140-characters
SEMANTIC WEBhttp://www.slideshare.net/rlovinger/theres-no-semantic-web-without-content-and-datahttp://www.slideshare.net/Cloud/the-social-semantic-web RESEARCHhttp://www.slideshare.net/ayerviernes/im-digital2010
