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Case-study of ING in the virtual world of Second Life

Case-study of ING in the virtual world of Second Life

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ING in Second Life ING in Second Life Presentation Transcript

  • 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 View slide
  • Top 20 financial institutions in Europe View slide
    • ING
    Second Life
    • 2002
    • 2003
    • 2004
    • 2005
    • 2006
    • 2007
    Number of unique inhabitants
  • 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
  • 7
  • www.OurVirtualHolland.com ING Building the future today
  • Reasons not to (virtual)
    • Lack of regulation
    • (Inter)national
    • Identity
    • Pyramid
  • Yet
    • 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