The Personal Web: Personal observations and the

Challenge for Financial Services

Ian GrahamBMO Financial Group

http://www.iangraham.org

Personal Web

Geography

Space • Social vs. Personal • Why so hard?

Personal Space

... space surrounding a person which they regard as psychologically theirs.

Invasion of personal space can leads to discomfort, anger, or

anxiety on the part of the victim.

Public Space(anonymity)

Social Space

Personal

Intimate

1.2 m

4 m

7.5 m

0.5 m

Social Web:Social Web:Social Web:Social Web:

Analytics • social software •no boundaries • new norms • personas

BlurringBlurring of Spaces of SpacesBlurringBlurring of Spaces of Spaces

discomfort • anger • anxiety • uncertainty

Financial Services

lend • transact • manage • plan

Public Space(anonymity)

Social Space

Personal

Intimate

1.2 m

4 m

7.5 m

0.5 m

Banking

trusted • safe • secure

Financial Service Goals

Buy more products Use more services Be company of

choice

services Social banking? Personal

relationship Personal service

Web StrategyGoals

Personal? I have money,investments,at multiple

places

I want advice,assistance at

reasonable cost.

I do lots of social things

involving money

Tell me stuffI need to orshould know

I want my bankto help, not

hinder

I have “Facebook”expectations

of functionalityI want to be able

to do a lot bymyself

You must protectmy data and my privacy

I don’t want to tell youeverything

My bank is a safe place

P

S

S

S

P

S

P

P P

P

P SP S

Sample “New” Capabilities

What is ‘acceptable’ without sacrificing credibility?

How to offer safe, personal service in a social world?

Thanks

http://www.iangraham.org