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In just 10 years, social media has become ubiquitous. But if most financial institutions now have their own Facebook page, twitter account and blog, very few have successfully implemented a meaningful social media strategy fully integrated to digital. Together, we will discuss some of the most transformational global best practices in the areas of mobile, payments, crowdsourcing, social customer care and the voice of the customer.
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@Visible_Banking
VisibleBanking.com
Social Media Takes the Financial Services Customer Experience
to New Heights
by Christophe Langlois (London, 9th September 2014)
© Visible Media Ltd 2007-2014
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© Visible Media Ltd 2007-2014
@Visible_Banking
© Visible Media Ltd 2007-2014
“The future belongs to traditional companies that know how to transition to digital. The key point for us at AXA is trust. Trust is the new currency. Over the next ten years we will be successful if we use our traditional expertise, continue to build the trust of our customers, and embrace the new opportunity with digital.”
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Digital Transformation
© Visible Media Ltd 2007-2014
BANK
PRODUCTS &
SERVICES
OMNI CHANNEL
DATA &
TECH STAFF
CENTRAL FUNCTIONS
MARKETING
SOCIAL MEDIA & SOCIAL BUSINESS Content, Social Media Channels, Analytics, Mobile, Collaboration
PEOPLE
EMPLOYEES PARTNERS MEDIA INFLUENCERS PROSPECTS CUSTOMERS
@Visible_Banking
So What is Social Media?
© Visible Media Ltd 2007-2014
Build relationships w/influencers, turn customers into (vocal) brand advocates.
@Visible_Banking
The FAKE World of Social Media
© Visible Media Ltd 2007-2014
@Visible_Banking
Social FinServ “Amuse Bouche”
© Visible Media Ltd 2007-2014
@Visible_Banking
© Visible Media Ltd 2007-2014
Think Experience, Not Product
Urge your customers to share their stories, provide exceptional UX design.
@Visible_Banking
“Our mission is to be everywhere our card members and merchants are and to engage with them, service them, deliver unique value that’s shareable & create seamless digital experiences that surprise and delight. We spent a great deal of time listening to the community. The community interests and feedback defined our strategy.”
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@Visible_Banking The ROI of ‘Frictionless’
© Visible Media Ltd 2007-2014
Invaluable customer social profile match
Make it easy -and rewarding- for your customers to spread the word online.
Social Banking, Reputation, P2P
© Visible Media Ltd 2007-2014
What if social banking was the only way to engage with your younger customers and differentiate your financial institution?
@Visible_Banking
WRAP UP
© Visible Media Ltd 2007-2014
Social Media Strategic Framework
BRAND PURPOSE, BUSINESS GOALS & STRATEGY Map your products, market segments, target groups, design guidelines | CVM 1 ONLINE CONVERSATION MONITORING Identify online conversations (volume, topics, sources) | Key channels, partnership opportunities 2
INFLUENCER IDENTIFICATION Most influential individuals, organizations, communities | Detractors and brand advocates 4 SOCIAL MEDIA PLATFORM BUILDING Building your official presence on the most SM channels | Do the basics well, promote 5 CONTENT STRATEGY Key topics, existing, contributors (guests), voice, syntax, frequency, call to action | SEO & SMO 6 CAPABILITY Recruitment (external), internal expertise, training, FTE vs shared | Ownership vs delivery 7 INFLUENCER OUTREACH Type of partnership, guest contributors, long term engagement | Media relations 8 ENGAGEMENT (AND EMPOWERMENT) STRATEGY Response strategy (systematic, SLAs, escalation), outreach, permission | Social customer care 9 BIG DATA & THE CONNECTED CUSTOMER Data privacy, capture / store / enhance, match, transform, action | VOC, Insights lead generation 10 KPIs, ROI & IMPROVEMENTS Measurement (control group, surveys), NPS, customer retention | Earned media, NPS 11
COMPETITIVE INTELLIGENCE Best practices, social media innovations, engagement strategies | Benchmark 3
@Visible_Banking
1. BRAND PURPOSE
2. BUSINESS GOALS
3. RESEARCH & INSIGHTS
4. STRATEGY
5. EXECUTION & INTEGRATION
© Visible Media Ltd 2007-2014
Social Media Strategy
6. RESULTS & OPTIMISATION
@Visible_Banking
© Visible Media Ltd 2007-2014
How much is this tweet worth? 1. nothing, 2. £20.000, 3. priceless How much is this tweet worth? 1. nothing, 2. £20.000, 3. priceless
The ROI of One Single Tweet @Visible_Banking
© Visible Media Ltd 2007-2014 © Visible Media Ltd 2007-2014
,-./0'123 - How Did I Do? @Visible_Banking