Effective Web Marketing and analytics Virtual Worlds; Virtual Money? november 21st, Brussels Wichert van Engelen Former Director Innovation - ING Retail Our Virtual Holland ING in Second Life

Context (ING) Second Life – introduction OurVirtualHolland – overview Lessons learned Our future in virtual worlds

ING: a global financial services company banking, insurance, asset management broad customer base 120,000 employees in 50 countries

Top 20 financial institutions in Europe

ING Second Life

ING

2002 2003 2004 2005 2006 2007 Number of unique inhabitants

2002

2003

2004

2005

2006

2007

Age

2007 Growth of economics

No central bank?

Monopoly money?

Inflation?

4 levels of participation ING Collaborative working Imago / brand awareness Lead generation (Virtual) financial services

Fundamentals ING Known and familiar Easy to understand structure Friendly environment Positive alternative to ‘Amsterdam’ With partners: traffic Entrepreneurial / activities International as well as Dutch

Targets ING Get involved / experienced Platform for other ING activities Learn New customers Brand awareness / publicity Cooperation partners Earn money

Lessons learned (so far) Traffic by: Events, Continuous activities (educational), Environment Marketing / productmanagement Current residents <-> newbies Partnering Focus Community X-over virtual / internet / real world Internal effects

Traffic by: Events, Continuous activities (educational), Environment

Marketing / productmanagement

Current residents <-> newbies

Partnering

Focus

Community

X-over virtual / internet / real world

Internal effects

7

www.OurVirtualHolland.com ING Building the future today

Reasons not to (virtual) Lack of regulation (Inter)national Identity Pyramid

Lack of regulation

(Inter)national

Identity

Pyramid

Yet One day (mobile, internet, chat, e-mail) The new internet New-comers Start experimenting / learning

One day (mobile, internet, chat, e-mail)

The new internet

New-comers

Start experimenting / learning

The core-business of a financial institute: Facilitate an economy (Even a virtual economy)

ING

ING