Media, EmergingCommunication Technologies, and the Payments Industry       Michael Netzley, PhD
Diffusion through social technologies is creating….                                 A more dynamic                        ...
“Innumerable confusions anda feeling of despair invariablyemerge in periods of greattechnological and culturaltransition.”...
What It Boils Down To                        Network              Agency
1995                                         2007The Internet phenomenon                  The launch of App phone, 3G, and...
We Have a Powerful NewTouchpoint
Unlike Push Messaging….        Which Leaves No Residual
The Internet & Mobile Leave….
Networks
Mobile PayPass: enables  mobile devices to perform  payment transactions at                    MoneySend : P2P transfers b...
Social Technologies Enable….     New Expectations & Behaviors
In theNear Term
Internet: Enables a Shift inBehaviors and Expectations• “About Me”• POS, customer service, and traditional  marketing no l...
Singapore…It’s Coming                        © 2011, Michael Netzley, PhD                        SG Survey Research, Online
WhatCustomersWill Want….Improve              Source: Brett King, Bank 2.0My Life
WhatCustomersWill Want….Respect              Source: Brett King, Bank 2.0My Time
WhatCustomersWill Want….Save Me              Source: Brett King, Bank 2.0Money
“Companies have been using social mediaprimarily as a general communicationstool….that is about to change, asbusinesses di...
Ovum Global Customer ServiceStudy                • The percentage of                  BRIC respondents32%               wh...
Ovum Global Customer ServiceStudy                • The percentage of                  mature-market10%               respo...
Asia Corporate SM Activity                             Source: Burson-Marsteller Report
APAC Uses of Corporate SM                        Source: Burson-Marsteller Report
Piecemeal, Unsustained Efforts in APAC                              Source: Burson-Marsteller Report
Internet Enables & Accelerates This• Today you can purchase a Malaysia  Airlines ticket within Facebook  – No more redirec...
Connected 24x7
Increases productivity andspeed of execution
Customer service is nolonger limited to storesand telephones
Communicating sans boundaries
Your SilosCannotImpede TheirExperience
People everywhere          They areare communicating       communicatingaround their similar   continuously with     inter...
Luxury Communities
Complexity ofChannel Diffusionin APAC
Asia: Where the Growth is At                                              100%     5%        6%         6%                ...
SG: 2009-2012 Online Behavior                                N = 1947 for 2009, 2010, 2011, and 2012© Michael Netzley, PhD...
SG: 2012 Top 6 Online Activities© Michael Netzley, PhD, 2012
SG: 2012 Bottom 6 Online Activities© Michael Netzley, PhD, 2012
© Michael Netzley, PhD, 2012
© Michael Netzley, PhD, 2012
© Michael Netzley, PhD, 2012
Look to China: Leading Practices• Communication is  Real-time• Create Compelling  Content• Senior Leadership  Delivers Tho...
Massive Talent Shortage in APAC
Gap in Management – ChannelExpectations
In the LongTerm—3+Years
Mobile Will AmplifyThese Changes   Location-    Based   Services
Early evidence suggests location-based advertising yieldssignificantly higher conversion rateswith direct response modes, ...
Apps Give Direct-to-UserCommunication
Integrated Marketing & CorporateCommunications
Measure: Eyeballs to Engagement                                  Heidi                                  Miller,           ...
Report the Right Information
Time-Tested Analytics  Demographic                Product  Contextual info, but      Data matching   lacking nuanced      ...
Psychograph      Behavioral    Referral     ic                  Matching      Customer Netizen self-   content to    feedb...
Future Challenges with Analytics Location Data        Intention Data    Check-ins =        Most inaccurate;   opportunity ...
Reporting Differs by Role
Three Different Audiences Executives      Internal      Community              Stakeholders     Managers &   Sales        ...
ROI Pyramid Summary
Net Promoter Score
Don’t LimitYour Effortsby Insistingon ClassicROI
Staffing Demands WillIncrease
Media, emerging comm tech & payments v4 march 2012
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Media, emerging comm tech & payments v4 march 2012

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A talk provoking forward thinking with regards to social media, mobile, and mobile payments. What are the opportunities for tapping into networks and advancing marketing & PR alongside the rise of mobile payments?

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Media, emerging comm tech & payments v4 march 2012

  1. 1. Media, EmergingCommunication Technologies, and the Payments Industry Michael Netzley, PhD
  2. 2. Diffusion through social technologies is creating…. A more dynamic and complex communication environment.
  3. 3. “Innumerable confusions anda feeling of despair invariablyemerge in periods of greattechnological and culturaltransition.” Marshall McLuhan
  4. 4. What It Boils Down To Network Agency
  5. 5. 1995 2007The Internet phenomenon The launch of App phone, 3G, andbecomes the first disruptive WiFi represents second disruptivetechnology to impact banks technology for banks Source: Brett King, Bank 2.0 2003 2010Internet banking transactions exceed Internet banking revenues exceedbranch transactions in most developed branch-led revenues in the US andeconomies for the first time UK markets for first time
  6. 6. We Have a Powerful NewTouchpoint
  7. 7. Unlike Push Messaging…. Which Leaves No Residual
  8. 8. The Internet & Mobile Leave….
  9. 9. Networks
  10. 10. Mobile PayPass: enables mobile devices to perform payment transactions at MoneySend : P2P transfers by merchant locations with entering recipients mobile PayPass-enabled point-of-sale phone number terminalsPartnership with Google Wallet: Source: Brett King, Bank 2.0 MasterCard Mobile Payments Gateway :Exclusive credit card issuer for open mobile payment processingGoogle Wallet, using PayPass platform enabling financial institutionstap-to-pay system and mobile operators to deliver mobile payments solutions through MasterCard’s Worldwide Network
  11. 11. Social Technologies Enable…. New Expectations & Behaviors
  12. 12. In theNear Term
  13. 13. Internet: Enables a Shift inBehaviors and Expectations• “About Me”• POS, customer service, and traditional marketing no longer the primary touchpoints• Analytics are enabling real-time data• Banks: branch offices becoming comparatively less important
  14. 14. Singapore…It’s Coming © 2011, Michael Netzley, PhD SG Survey Research, Online
  15. 15. WhatCustomersWill Want….Improve Source: Brett King, Bank 2.0My Life
  16. 16. WhatCustomersWill Want….Respect Source: Brett King, Bank 2.0My Time
  17. 17. WhatCustomersWill Want….Save Me Source: Brett King, Bank 2.0Money
  18. 18. “Companies have been using social mediaprimarily as a general communicationstool….that is about to change, asbusinesses discover its value as anessential tool for customer engagement—lead generation, immediate customercontact, and customer interaction.” Josh Gordon, SocialMediaToday White Paper
  19. 19. Ovum Global Customer ServiceStudy • The percentage of BRIC respondents32% who have sought customer service via social media
  20. 20. Ovum Global Customer ServiceStudy • The percentage of mature-market10% respondents who have sought customer service via social media
  21. 21. Asia Corporate SM Activity Source: Burson-Marsteller Report
  22. 22. APAC Uses of Corporate SM Source: Burson-Marsteller Report
  23. 23. Piecemeal, Unsustained Efforts in APAC Source: Burson-Marsteller Report
  24. 24. Internet Enables & Accelerates This• Today you can purchase a Malaysia Airlines ticket within Facebook – No more redirect to a sales site – People around the globe are in Facebook• People are learning to use digital channels in new ways• Competition reveals the success stories
  25. 25. Connected 24x7
  26. 26. Increases productivity andspeed of execution
  27. 27. Customer service is nolonger limited to storesand telephones
  28. 28. Communicating sans boundaries
  29. 29. Your SilosCannotImpede TheirExperience
  30. 30. People everywhere They areare communicating communicatingaround their similar continuously with interests mobile technology The future is social Conversations are business…and IBM rapidly migrating values this as from websites to eventually being a social networks $100billion industry
  31. 31. Luxury Communities
  32. 32. Complexity ofChannel Diffusionin APAC
  33. 33. Asia: Where the Growth is At 100% 5% 6% 6% 7% 7% 7% 7% 6% Percentage of Worldwide Online Population 9% 9% 9% 9% 10% 10% 10% 10% 80% 34% 35% 38% 39% 40% 41% 42% 43% 60% 40% 29% 29% 28% 27% 26% 26% 25% 25% 20% 22% 21% 19% 18% 17% 16% 16% 15% 0% 2005 2006 2007 2008 2009 2010 2011 2012 North America Europe Asia, Asia Pacific, and Oceania Latin America and Carribean Middle East and Africa Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech,Source: JupiterResearch Worldwide Internet Population Model
  34. 34. SG: 2009-2012 Online Behavior N = 1947 for 2009, 2010, 2011, and 2012© Michael Netzley, PhD, 2012
  35. 35. SG: 2012 Top 6 Online Activities© Michael Netzley, PhD, 2012
  36. 36. SG: 2012 Bottom 6 Online Activities© Michael Netzley, PhD, 2012
  37. 37. © Michael Netzley, PhD, 2012
  38. 38. © Michael Netzley, PhD, 2012
  39. 39. © Michael Netzley, PhD, 2012
  40. 40. Look to China: Leading Practices• Communication is Real-time• Create Compelling Content• Senior Leadership Delivers Thought Leadership• Create Compelling Content Jeremy Woolf, Text 100
  41. 41. Massive Talent Shortage in APAC
  42. 42. Gap in Management – ChannelExpectations
  43. 43. In the LongTerm—3+Years
  44. 44. Mobile Will AmplifyThese Changes Location- Based Services
  45. 45. Early evidence suggests location-based advertising yieldssignificantly higher conversion rateswith direct response modes, suchas click-to-locate and click-to-navigate compared to non-locationbased advertising. - Dominique Bonte, ABI research
  46. 46. Apps Give Direct-to-UserCommunication
  47. 47. Integrated Marketing & CorporateCommunications
  48. 48. Measure: Eyeballs to Engagement Heidi Miller, 2011
  49. 49. Report the Right Information
  50. 50. Time-Tested Analytics Demographic Product Contextual info, but Data matching lacking nuanced product types for insights cross and up selling.
  51. 51. Psychograph Behavioral Referral ic Matching Customer Netizen self- content to feedback &expressions = audience’s intelligence lifestyle previous from ratings marketing behaviors opportunity
  52. 52. Future Challenges with Analytics Location Data Intention Data Check-ins = Most inaccurate; opportunity for Right messaging in contextual info & advance through push messaging prediction
  53. 53. Reporting Differs by Role
  54. 54. Three Different Audiences Executives Internal Community Stakeholders Managers & Sales Agencies Revenue Share of Voice Costs WoM Vists Reputation Cust. Support Fans Insights Search Terms
  55. 55. ROI Pyramid Summary
  56. 56. Net Promoter Score
  57. 57. Don’t LimitYour Effortsby Insistingon ClassicROI
  58. 58. Staffing Demands WillIncrease
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