Precedent’s Finance Forum 2012 Integration or isolation? The digital landscape for UK financial servicesFebruary 2012Digit...
3. Social networksLindsay Herbert – Head of Digital Marketing
Social media starts withlooking over your neighbour’sshoulder.Digital Finance Forum 2012   #PrecSem
Your brand is on social mediawhether you want it there or not.Digital Finance Forum 2012   #PrecSem
Taking our report examplesto the next level.Digital Finance Forum 2012   #PrecSem
Discussion points•    It is appropriate for a financial service company to     engage with their audiences on Facebook.•  ...
4. MobileJohn Campbell – Head of Mobile
What is your mobile environment?Various platforms, from traditional web browsers solutions, to the many mobile platforms. ...
Statistics...... not the important factor    It is a simple decision:    •   The trend cannot be questioned    •   You nee...
Aspire to an integrated and considered approach Kindle                                iPad view                           ...
Your considerations should be: •   What - Corporate view : tactical campaign: quick wins •   Who (Approach) - your reach :...
(1) Approach: Your 0ptions      Responsive vs m. and Native app vs Framework app Digital Finance Forum 2012    #PrecSem
Mobile solution reach Digital Finance Forum 2012   #PrecSem
Know your customers  Digital Finance Forum 2012   #PrecSem
Example: Banking “Mobi” sitesDigital Finance Forum 2012   #PrecSem
Example: Insurance “Mobi” sitesFocus on brochureware        Introducing transactional interactionDigital Finance Forum 201...
(2) Delivery – screen: speed: context: contentConsidering context is topical and essential:• Forrester definition:   “The ...
Digital Finance Forum 2012   #PrecSem
Optimise your contentDigital Finance Forum 2012   #PrecSem
Mobile first approachDigital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Example: Native Apps Digital Finance Forum 2012   #PrecSem
Example: Native Apps AEGON Pension Reform Digital Finance Forum 2012   #PrecSem
Example: Responsive Design Challenge                                     Challenges - Considerations                      ...
(3) Future – expectation: innovation•         Mobile is the fastest moving technology area•         Framework apps gaining...
Future of shopping – QR storesDigital Finance Forum 2012   #PrecSem
Discussion points•     Native iPhone and Android Apps are not the way forward.•     If you were to start a new website you...
5. Website engagementJames Downes – Director of Strategy and User Experience
Outcomes for your websiteDigital Finance Forum 2012   #PrecSem
Attract new customers  Retain existing customers  Build trust  Increase reach  Sell somethingDigital Finance Forum 2012   ...
We need to sell more savings accountsDigital Finance Forum 2012   #PrecSem
I need a savings                              accountDigital Finance Forum 2012   #PrecSem
As a new parent, I want to save money, sothat I can have enough put aside for whenmy son goes to university.Digital Financ...
Decisions arerational andemotionalDigital Finance Forum 2012   #PrecSem
We must understand our users, and their motivationWe must balance our outcomes with our users’motivationWe must respond to...
What is engagement?   …the process of forming an attachment (emotional   and rational) between a person and a brand.   eng...
What is engagement?   …the process of forming an attachment (emotional   and rational) between a person and a brand.   eng...
It is impossible to engagesomeone if you don’t knowwhat’s motivating them.Digital Finance Forum 2012   #PrecSem
Grab their attentionHelp them comprehend the proposition you are makingGive them what they need to make a decisionEnable t...
Voila! The humanbrain.Dr. Michael Hfuhruhurr  Digital Finance Forum 2012
Experience = Rational + EmotionalRational thought                        EmotionalLogical processing                      ...
Making an emotional connectionFramingFeedback loopsGoal setting / AchievementsStoryFamiliarity BiasDigital Finance Forum 2...
“Less than a cup of                                   coffee a day”Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
We are engaged by                                situations in which we                                see our actions mod...
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
We are engaged by                                experiences that can                                bring meaningful     ...
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Narrative elements are                                 more believable.Digital Finance Forum 2012   #PrecSem
“Storytelling is the best way to emotionallyconnect to people. We all have stories incommon so instead of listing facts an...
Info-graphicDigital Finance Forum 2012     #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
We prefer things that                                  are familiar to us.Digital Finance Forum 2012   #PrecSem
“Showing personality in your app, website, or brandcan be a very powerful way for your audience toidentify and empathize w...
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Digital Finance Forum 2012   #PrecSem
Increase conversions by 10%Digital Finance Forum 2012   #PrecSem
Increase conversions by 20%Digital Finance Forum 2012   #PrecSem
Discussion PointsSuccessful websites are about more than utility, facts andfigures. We need to make our sites personal, re...
Today• Presentations                                           8.30 - 9.25  Introduction, Rich media, Blogging and Micro-b...
1. Rich media  2. Blogging and Micro-blogging  3. Social Networks  4. Mobile  5. Website innovation  6. Integrated strateg...
Prec fin forum-pt2-social-mobile-websites
Prec fin forum-pt2-social-mobile-websites
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The second part of Precedent's Digital Finance Forum covering Social Networks, Mobile and Websites

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Prec fin forum-pt2-social-mobile-websites

  1. 1. Precedent’s Finance Forum 2012 Integration or isolation? The digital landscape for UK financial servicesFebruary 2012Digital Finance Forum 2012
  2. 2. 3. Social networksLindsay Herbert – Head of Digital Marketing
  3. 3. Social media starts withlooking over your neighbour’sshoulder.Digital Finance Forum 2012 #PrecSem
  4. 4. Your brand is on social mediawhether you want it there or not.Digital Finance Forum 2012 #PrecSem
  5. 5. Taking our report examplesto the next level.Digital Finance Forum 2012 #PrecSem
  6. 6. Discussion points• It is appropriate for a financial service company to engage with their audiences on Facebook.• LinkedIn is worth investing in to communicate with your professional audiences.• Boutique social networks will become more relevant than mainstream.Digital Finance Forum 2012 #PrecSem
  7. 7. 4. MobileJohn Campbell – Head of Mobile
  8. 8. What is your mobile environment?Various platforms, from traditional web browsers solutions, to the many mobile platforms. Apple iPhone Apple iPad Android Blackberry Digital Finance Forum 2012 #PrecSem
  9. 9. Statistics...... not the important factor It is a simple decision: • The trend cannot be questioned • You need to have a solution for mobile today • Aim to provide an optimal experience Your question is what and how (not if) Digital Finance Forum 2012 #PrecSem
  10. 10. Aspire to an integrated and considered approach Kindle iPad view Desktop view Smartphone view Whisper sync Digital Finance Forum 2012 #PrecSem
  11. 11. Your considerations should be: • What - Corporate view : tactical campaign: quick wins • Who (Approach) - your reach : audience : strategy • How (Delivery) - screen : speed : context : content • When (Future) – today’s expectation : innovations We will look at each of these ..... Digital Finance Forum 2012 #PrecSem
  12. 12. (1) Approach: Your 0ptions Responsive vs m. and Native app vs Framework app Digital Finance Forum 2012 #PrecSem
  13. 13. Mobile solution reach Digital Finance Forum 2012 #PrecSem
  14. 14. Know your customers Digital Finance Forum 2012 #PrecSem
  15. 15. Example: Banking “Mobi” sitesDigital Finance Forum 2012 #PrecSem
  16. 16. Example: Insurance “Mobi” sitesFocus on brochureware Introducing transactional interactionDigital Finance Forum 2012 #PrecSem
  17. 17. (2) Delivery – screen: speed: context: contentConsidering context is topical and essential:• Forrester definition: “The sum total of what your customer has told you and is experiencing at the moment of engagement.”• Consider your customers – situation – preference – attitudes• Will give better customer experience• Performance is key: – “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions. (In dollar terms, this means that if your site typically earns £10,000 a day, this year you could lose £250K in sales).” [Source: Aberdeen Group] Digital Finance Forum 2012 #PrecSem
  18. 18. Digital Finance Forum 2012 #PrecSem
  19. 19. Optimise your contentDigital Finance Forum 2012 #PrecSem
  20. 20. Mobile first approachDigital Finance Forum 2012 #PrecSem
  21. 21. Digital Finance Forum 2012 #PrecSem
  22. 22. Digital Finance Forum 2012 #PrecSem
  23. 23. Digital Finance Forum 2012 #PrecSem
  24. 24. Example: Native Apps Digital Finance Forum 2012 #PrecSem
  25. 25. Example: Native Apps AEGON Pension Reform Digital Finance Forum 2012 #PrecSem
  26. 26. Example: Responsive Design Challenge Challenges - Considerations • Forced order and best practice • Screen size – optimised image • Video playback Digital Finance Forum 2012 #PrecSem
  27. 27. (3) Future – expectation: innovation• Mobile is the fastest moving technology area• Framework apps gaining momentum• Trends to keep in eye on: • Mobile Payments • Near field opportunities • Location based promotions • QR & AR innovations Digital Finance Forum 2012 #PrecSem
  28. 28. Future of shopping – QR storesDigital Finance Forum 2012 #PrecSem
  29. 29. Discussion points• Native iPhone and Android Apps are not the way forward.• If you were to start a new website you’d consider the design for mobile as your top priority.• Mobile spend should match or exceed your desktop spend in your digital budget. Digital Finance Forum 2012 #PrecSem
  30. 30. 5. Website engagementJames Downes – Director of Strategy and User Experience
  31. 31. Outcomes for your websiteDigital Finance Forum 2012 #PrecSem
  32. 32. Attract new customers Retain existing customers Build trust Increase reach Sell somethingDigital Finance Forum 2012 #PrecSem
  33. 33. We need to sell more savings accountsDigital Finance Forum 2012 #PrecSem
  34. 34. I need a savings accountDigital Finance Forum 2012 #PrecSem
  35. 35. As a new parent, I want to save money, sothat I can have enough put aside for whenmy son goes to university.Digital Finance Forum 2012 #PrecSem
  36. 36. Decisions arerational andemotionalDigital Finance Forum 2012 #PrecSem
  37. 37. We must understand our users, and their motivationWe must balance our outcomes with our users’motivationWe must respond to the contextWe must engage our audiencesDigital Finance Forum 2012 #PrecSem
  38. 38. What is engagement? …the process of forming an attachment (emotional and rational) between a person and a brand. engagement measures the extent to which a consumer has a meaningful brand experience when exposed to a particular experience. turning on a prospect to a brand idea enhanced by the surrounding contextDigital Finance Forum 2012 #PrecSem
  39. 39. What is engagement? …the process of forming an attachment (emotional and rational) between a person and a brand. engagement measures the extent to which a consumer has a meaningful brand experience when exposed to a particular experience. turning on a prospect to a brand idea enhanced by the surrounding contextDigital Finance Forum 2012 #PrecSem
  40. 40. It is impossible to engagesomeone if you don’t knowwhat’s motivating them.Digital Finance Forum 2012 #PrecSem
  41. 41. Grab their attentionHelp them comprehend the proposition you are makingGive them what they need to make a decisionEnable them to recall you and your offerGive them satisfactionDigital Finance Forum 2012 #PrecSem
  42. 42. Voila! The humanbrain.Dr. Michael Hfuhruhurr Digital Finance Forum 2012
  43. 43. Experience = Rational + EmotionalRational thought EmotionalLogical processing Intuitive thoughtAnalytical thought Creative thoughtSequential All at onceCause and effect Holistic thoughtPragmatic ImpetuousObjective SubjectiveDigital Finance Forum 2012 #PrecSem
  44. 44. Making an emotional connectionFramingFeedback loopsGoal setting / AchievementsStoryFamiliarity BiasDigital Finance Forum 2012 #PrecSem
  45. 45. “Less than a cup of coffee a day”Digital Finance Forum 2012 #PrecSem
  46. 46. Digital Finance Forum 2012 #PrecSem
  47. 47. Digital Finance Forum 2012 #PrecSem
  48. 48. We are engaged by situations in which we see our actions modify subsequent results.Digital Finance Forum 2012 #PrecSem
  49. 49. Digital Finance Forum 2012 #PrecSem
  50. 50. Digital Finance Forum 2012 #PrecSem
  51. 51. We are engaged by experiences that can bring meaningful achievementsDigital Finance Forum 2012 #PrecSem
  52. 52. Digital Finance Forum 2012 #PrecSem
  53. 53. Digital Finance Forum 2012 #PrecSem
  54. 54. Digital Finance Forum 2012 #PrecSem
  55. 55. Digital Finance Forum 2012 #PrecSem
  56. 56. Narrative elements are more believable.Digital Finance Forum 2012 #PrecSem
  57. 57. “Storytelling is the best way to emotionallyconnect to people. We all have stories incommon so instead of listing facts andfigures on your website, tell the storybehind them.”Robert MillsDigital Finance Forum 2012 #PrecSem
  58. 58. Info-graphicDigital Finance Forum 2012 #PrecSem
  59. 59. Digital Finance Forum 2012 #PrecSem
  60. 60. Digital Finance Forum 2012 #PrecSem
  61. 61. Digital Finance Forum 2012 #PrecSem
  62. 62. We prefer things that are familiar to us.Digital Finance Forum 2012 #PrecSem
  63. 63. “Showing personality in your app, website, or brandcan be a very powerful way for your audience toidentify and empathize with you. People want toconnect with real people and too often we forget thatbusinesses are just collections of people. So why notlet that shine through?”Aarron WalterDigital Finance Forum 2012 #PrecSem
  64. 64. Digital Finance Forum 2012 #PrecSem
  65. 65. Digital Finance Forum 2012 #PrecSem
  66. 66. Digital Finance Forum 2012 #PrecSem
  67. 67. Digital Finance Forum 2012 #PrecSem
  68. 68. Digital Finance Forum 2012 #PrecSem
  69. 69. Digital Finance Forum 2012 #PrecSem
  70. 70. Digital Finance Forum 2012 #PrecSem
  71. 71. Digital Finance Forum 2012 #PrecSem
  72. 72. Digital Finance Forum 2012 #PrecSem
  73. 73. Digital Finance Forum 2012 #PrecSem
  74. 74. Digital Finance Forum 2012 #PrecSem
  75. 75. Increase conversions by 10%Digital Finance Forum 2012 #PrecSem
  76. 76. Increase conversions by 20%Digital Finance Forum 2012 #PrecSem
  77. 77. Discussion PointsSuccessful websites are about more than utility, facts andfigures. We need to make our sites personal, relevant andengaging.Compliance prevents us from meaningfully engaging with ourwebsite visitors.Driving users to our website should be the ultimate goal of themajority of our online activity.Digital Finance Forum 2012 #PrecSem
  78. 78. Today• Presentations 8.30 - 9.25 Introduction, Rich media, Blogging and Micro-blogging Coffee• Presentations 9.45 - 10.30 Social Networks, Mobile, Website innovation Coffee• Breakout discussions 10.45 - 11.30 2 x 20 minutes (musical chairs)• The question of compliance 11.30 - 12.00• Effective digital strategy 12.00 - 12.30Digital Finance Forum 2012 #PrecSem
  79. 79. 1. Rich media 2. Blogging and Micro-blogging 3. Social Networks 4. Mobile 5. Website innovation 6. Integrated strategiesDigital Finance Forum 2012 #PrecSem

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