ING in Second Life

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

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ING in Second Life

  1. 1. 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
  2. 2. Context (ING) Second Life – introduction OurVirtualHolland – overview Lessons learned Our future in virtual worlds
  3. 3. ING: a global financial services company banking, insurance, asset management broad customer base 120,000 employees in 50 countries
  4. 4. Top 20 financial institutions in Europe
  5. 5. <ul><li>ING </li></ul><ul><li></li></ul>Second Life
  6. 6. <ul><li>2002 </li></ul><ul><li>2003 </li></ul><ul><li>2004 </li></ul><ul><li>2005 </li></ul><ul><li>2006 </li></ul><ul><li>2007 </li></ul>Number of unique inhabitants
  7. 7. Age
  8. 8. 2007 Growth of economics
  9. 9. No central bank?
  10. 10. Monopoly money?
  11. 11. Inflation?
  12. 12. 4 levels of participation ING Collaborative working Imago / brand awareness Lead generation (Virtual) financial services
  13. 13. 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
  14. 14. Targets ING Get involved / experienced Platform for other ING activities Learn New customers Brand awareness / publicity Cooperation partners Earn money
  15. 15. Lessons learned (so far) <ul><li>Traffic by: Events, Continuous activities (educational), Environment </li></ul><ul><li>Marketing / productmanagement </li></ul><ul><li>Current residents <-> newbies </li></ul><ul><li>Partnering </li></ul><ul><li>Focus </li></ul><ul><li>Community </li></ul><ul><li>X-over virtual / internet / real world </li></ul><ul><li>Internal effects </li></ul>
  16. 16. 7
  17. 17. www.OurVirtualHolland.com ING Building the future today
  18. 18. Reasons not to (virtual) <ul><li>Lack of regulation </li></ul><ul><li>(Inter)national </li></ul><ul><li>Identity </li></ul><ul><li>Pyramid </li></ul>
  19. 19. Yet <ul><li>One day (mobile, internet, chat, e-mail) </li></ul><ul><li>The new internet </li></ul><ul><li>New-comers </li></ul><ul><li>Start experimenting / learning </li></ul>
  20. 20. The core-business of a financial institute: Facilitate an economy (Even a virtual economy)
  21. 21. <ul><li>ING </li></ul><ul><li></li></ul>

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