Christophe Langlois, Visible-Banking.com Social Media: une Verite qui Derange Novembre 2008

Visible-Banking.com: Top Banking 2.0 blog I invite you to: Subscribe to Visible-Banking.com Become a fan of the Visible Banking Page on Facebook www.Visible-Banking.com

I invite you to:

Subscribe to Visible-Banking.com

Become a fan of the Visible Banking Page on Facebook

Interview 2.0 on Visible-Banking.com Source: www.Visible-Banking.com (Sep. 2008) www.Visible-Banking.com

Your Strategy Income Improve customer acquisition & retention Drive deposit generation Identify & close more cross sell opportunities Efficiencies Improve marketing spending Drive online banking adoption Customer advocacy Become an ambassador for the sector Be seen as an innovative company Employee advocacy Improve recruitment, training and succession planning “ Break the silos” - collaboration all across the group www.Visible-Banking.com

Income

Improve customer acquisition & retention

Drive deposit generation

Identify & close more cross sell opportunities

Efficiencies

Improve marketing spending

Drive online banking adoption

Customer advocacy

Become an ambassador for the sector

Be seen as an innovative company

Employee advocacy

Improve recruitment, training and succession planning

“ Break the silos” - collaboration all across the group

Your Key Challenges & Concerns Where shall we start? What is going on in the market? Tactical vs Strategic Senior Management is reluctant Risk of brand damage How does it fit our strategy? Where is the ROI? How do we measure success? Limited budget & IT resources Security / Integration Vendors don’t have a deep understanding of Banking Too many vendors/Start ups: young, size, US based, SLA Procurement Strategy ROI Technology www.Visible-Banking.com

Where shall we start? What is going on in the market?

Tactical vs Strategic

Senior Management is reluctant

Risk of brand damage

How does it fit our strategy? Where is the ROI?

How do we measure success?

Limited budget & IT resources

Security / Integration

Vendors don’t have a deep understanding of Banking

Too many vendors/Start ups: young, size, US based, SLA

Procurement

How much do you know? www.Visible-Banking.com

How much

do you know?

The Future of Online Finance... Now New PFM tool Virtual Investing www.Visible-Banking.com 500,000 users 2.5 million users Closes US office Partners with ANZ 10 new videos / day The next way to invest Launched BizEquity

How much do you care? should you care? www.Visible-Banking.com

How much

do you care?

Appreciate the Power of Social Media Myfuturebank.org - NAB, Australia (October 2008) Facebook.com - HSBC, UK (June 2007) www.Visible-Banking.com

People’s Expectations Have Changed www.Visible-Banking.com

Market Size - from the Research Firms “ 26% of search results link to user-generated content.” Nielsen BuzzMetrics “ More Americans will turn to online person-to-person (P2P) social lending networks to pay off credit card debt, with the amount borrowed for this purpose expected to grow from $38 billion in 2007 to $159 billion by 2012.” Javelin Research & Strategy, December 07 “ By 2010, social-banking platforms will have captured 10% of the available market for retail lending and financial planning.” Gartner, February 08 “ Enterprise spending on Web 2.0 technologies will grow strongly over the next five years, reaching $4.6 billion globally by 2013.“ Forrester, April 08 www.Visible-Banking.com

“ 26% of search results link to user-generated content.” Nielsen BuzzMetrics

“ More Americans will turn to online person-to-person (P2P) social lending networks to pay off credit card debt, with the amount borrowed for this purpose expected to grow from $38 billion in 2007 to $159 billion by 2012.” Javelin Research & Strategy, December 07

“ By 2010, social-banking platforms will have captured 10% of the available market for retail lending and financial planning.” Gartner, February 08

“ Enterprise spending on Web 2.0 technologies will grow strongly over the next five years, reaching $4.6 billion globally by 2013.“ Forrester, April 08

Shall We Embrace Social Media?... Credit crunch Limited trust New customer expectations The power has shifted Limited IT & marketing budget Transformation programmes and iconic projects Strategy - towards Customer Advocacy … where shall we start? Transparency Show we have a soul Customer Advocacy www.Visible-Banking.com

Credit crunch

Limited trust

New customer expectations

The power has shifted

Limited IT & marketing budget

Transformation programmes and iconic projects

Strategy - towards Customer Advocacy

… where shall we start?

Banking 2.0: Technologies & Trends SOCIAL MEDIA WEB 2.0 - UGC RSS Podcasts Photo & Video Widgets Micro Blogging Blogging Social Networking Inspired by the McCann Social Media Tracker Wave .3 Virtual Worlds www.Visible-Banking.com P-to-P Lending PFM Customer Reviews Ideas & Innovation Labs

The Four Kinds of Social Media Projects BTF – Intranet 2.0 Online Banking B-to-B projects B-to-C projects Risk Complexity www.Visible-Banking.com OPEN Open Restricted Restricted Design & Launch Recruit Engage Measure

The Key to Success: Reward People Successful Social Media Initiatives, Buzz & WOM Active Communities www.Visible-Banking.com Fun / Experience Visibility Exclusive Content Contest / Prizes

Credit Crunch Risk Cost & ROI Basics First www.Visible-Banking.com

Credit Crunch

Risk

Cost & ROI

Basics First

10 “Good” Reasons Against Social Media We have already tried! UGC is too risky No clear ROI Limited Marketing budget, limited resources Only good for small FIs and direct banks The mighty Press Office and L&C departments Personal branding: risk of loosing our best people Our new online channel will deliver everything... Intranet 2.0: confidential documents made visible Focus on the basics: single view of the customer... Source: www.Visible-Banking.com (August 2008) www.Visible-Banking.com

We have already tried!

UGC is too risky

No clear ROI

Limited Marketing budget, limited resources

Only good for small FIs and direct banks

The mighty Press Office and L&C departments

Personal branding: risk of loosing our best people

Our new online channel will deliver everything...

Intranet 2.0: confidential documents made visible

Focus on the basics: single view of the customer...

Source: www.Visible-Banking.com (August 2008)

Listen Participate Engage Measure www.Visible-Banking.com

Listen

Participate

Engage

Measure

Blogging: North America Leads the Way Consumer Commercial Senior Executives 03/2006 09/2006 11/2006 08/2006 2007 Q4/2007 www.Visible-Banking.com

Social Networking: Focus on SME Market 04/2008 02/2007 08/2008 01/2008 – 08/2008 2008 10/2007 Small Business Online Community, Bank of America (US) “ Our goal is to partner with small business owners across the country to help them achieve their dreams of owning and operating a successful business.” Join2Grow, Fortis Bank (Belgium) “ The site provides a platform where entrepreneurs can interact and exchange ideas with others who share similar life-goals, ambitions, and dreams . It is also a place of opportunity , where entrepreneurs can discover and make contact with potential partners and collaborators throughout Europe.” www.Visible-Banking.com

Small Business Online Community, Bank of America (US)

“ Our goal is to partner with small business owners across the country to help them achieve their dreams of owning and operating a successful business.”

Join2Grow, Fortis Bank (Belgium)

“ The site provides a platform where entrepreneurs can interact and exchange ideas with others who share similar life-goals, ambitions, and dreams . It is also a place of opportunity , where entrepreneurs can discover and make contact with potential partners and collaborators throughout Europe.”

Idea Generation & Innovation Labs Financial Institutions Best Practices www.Visible-Banking.com

Customer Ratings & Reviews Source: db research (June 2008) Source: www.bankofamerica.com/reviews (Sep 08) www.Visible-Banking.com

PFM 2.0: Mint & Wesabe Simplicity Innovation mint.com wesabe.com www.Visible-Banking.com

PFM 2.0: the Banks are Catching Up Banks “ It's nice to see a bank who's at least thinking about people in their 20s. That said, it's just so far from complete. Until banks provide an elegant system for pulling all your information together in one place, accurately showing your spending and cashflows so that you budget and save, and show you (objectively) ways you can save money, I'm not too worried.” Aaron Patzer, Founder & CEO, Mint.com Source: www.netbanker.com (July 2008) Start ups / Communities / Vendors www.Visible-Banking.com

The Widget Economy is Real 23% of social network users have installed an application 18% of bloggers have installed applications in their blog templates Source: McCann, Social Media Tracker Wave .3 Source: http://www.betteronlinebanking.com/ (Sep 2008) Source: www.fidelity.com (Sep 2008) www.Visible-Banking.com

23% of social network users have installed an application

18% of bloggers have installed applications in their blog templates

Source: McCann, Social Media Tracker Wave .3

ROI 2.0: Blogging, SN, PFM and Ideas Blogging Drive Customer & Employee Advocacy Drive natural search, increase CTR, reduce PPC Increase share of voice, improve good vs bad ratio Idea Generation / Innovation Labs R&D: capture feedback, involve the market Prioritize product launches, increase our success rate Social Networking / Customer Reviews… Increase propensity to buy, shorten product purchase cycle Create P-2-P networks, excellent for profiling PFM Increase adoption of Internet Banking (IB) Increase traffic to & time spent on IB Target duo customers Online Sales Online Marketing Brand Customer Advocacy Employee Advocacy Benefits www.Visible-Banking.com

Blogging

Drive Customer & Employee Advocacy

Drive natural search, increase CTR, reduce PPC

Increase share of voice, improve good vs bad ratio

Idea Generation / Innovation Labs

R&D: capture feedback, involve the market

Prioritize product launches, increase our success rate

Social Networking / Customer Reviews…

Increase propensity to buy, shorten product purchase cycle

Create P-2-P networks, excellent for profiling

PFM

Increase adoption of Internet Banking (IB)

Increase traffic to & time spent on IB

Target duo customers

Listen Participate Engage Measure www.Visible-Banking.com

Listen

Participate

Engage

Measure

Recommendations Listen first Monitor online reputation, risk of brand dilution, and lack of ownership Create company pages on major social media sites Avoid brand jacking, go local, employees/champions Start where it makes sense Blog, social network, customer reviews, virtual island Do it right: be honest & transparent Drive recruitment, engage, REWARD Measure & set up realistic targets Traffic, Member base, activity, RSS Feed readers, comments, blog posts Negative comments: from 75% to 22% ? Source: www.YouTube.com (Sep 2008) www.Visible-Banking.com

Listen first

Monitor online reputation, risk of brand dilution, and lack of ownership

Create company pages on major social media sites

Avoid brand jacking, go local, employees/champions

Start where it makes sense

Blog, social network, customer reviews, virtual island

Do it right: be honest & transparent

Drive recruitment, engage, REWARD

Measure & set up realistic targets

Traffic, Member base, activity, RSS Feed readers, comments, blog posts

Q&A - Thank You for Listening I invite you to: Send me your questions to [email_address] Connect on Linkedin & Subscribe to www.Visible-Banking.com www.Visible-Banking.com

I invite you to:

Send me your questions to [email_address]

Connect on Linkedin & Subscribe to www.Visible-Banking.com

Christophe Langlois, Visible-Banking.com Social Media: une Verite qui Derange Novembre 2008