Trust! 7 trends about the Future Finance Dinis Guarda

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Trust! The future of the online financial, Trading and Investment industry
7 Trends for reflection = customer + web + innovation
By Dinis Guarda, Saxo Bank Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/

Published in: Economy & Finance

Trust! 7 trends about the Future Finance Dinis Guarda

  1. 1. Trust! The future of the online financial, Trading and Investment industry 7 Trends for reflection = customer + web + innovation By Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/ revjavadude.wordpress.com/.../light-tunnel-01/ February 2, 2010
  2. 2. Trust in a Technology landscape 'Technology will decide the question of the number of countries that exist in the world in 2050 more than anything else.' Peter Thiel, entrepreneur, venture capitalist, co-founder of PayPal, Board member and Director of Facebook http://images.google.com/imgres?imgurl=http://www.inmafinance.com/images/about_company.jpg&imgrefurl=http://w ww.inmafinance.com/%3Fa%3Dcust%26page%3Daboutinmafinacecompany&usg=__gGTh0tmkykWW7Rxw5nTUc6VTCaE= &h=388&w=352&sz=112&hl=en&start=111&um=1&tbnid=tmWyz6BFafLMHM:&tbnh=123&tbnw=112&prev=/images%3Fq %3Dfuture%2Bof%2Bfinance%2Band%2Btrading%26ndsp%3D18%26hl%3Den%26client%3Dfirefox- a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D108%26um%3D1 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  3. 3. Content Technology map line Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  4. 4. The Banking, Trading in a landscape of a Financial new Digital Mapping Identity Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  5. 5. I. The key asset of Trust The creation of trust is the key for the financial industry in a landscape of continuing financial crisis that cannot be found in any standard national account statistics or economic models The biggest asset of any industry is Trust. In the case of the Banking, Financial and Trading Industry this is even more true Finance and banking is about creating trust, managing & facilitating strong relation with customers & economy and data (analytics). Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  6. 6. Some statistics about what Want On looking Web online banking: “What Consumers people are Bank for in Sites” Peer Advice & interaction Trust and credibility Useful and tailored Content Data: Forrester Research 6 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  7. 7. II. lot of space to grow 70% of the US voting public has investments in the stock market (source 2000 Voter News Service Exit Polls). So there is a big space to grow for the trading and investment industry mainly the online. "Online banking was not only popular with the youngest consumers, it was the top response of all those under age 55. Online is now the No. 1 method of banking", according to an August 2009 survey of US consumers by the American Bankers Association (ABA). edainvestment.com/index.html Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  8. 8. III. Web Innovation & Social Banking, financial, trading and Investment Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  9. 9. A shift from Consumer to Prosumer David Armano: Being a prosumer means we're part Johannes Haus, Social Networking - Impact on Banking & Finance, consumer and part producer. We don't have to from Consumer bank to commercial bank passively watch TV ads, we can make our own. http://darmano.typepad.com/logic_emotion/2007/12/peace-on- earth.html Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  10. 10. Target self directed clients Target self directed clients are the customers to target, but that it is not easy: "78% of social media users interact with companies or brands via new media sites and tools, an increase of 32% from 2008" (source Cone). Also "Customers who experience problems when shopping online are talking about it on social media sites; 13% this year compared with 8% in 2008." (source Tealef via Econsultancy) ABA: Online banking in U.S. preferred method Consumers Prefer Banking Online http://www.bizreport.com/2009/09/aba_online_banking_in_us_preferred_method.html http://www.mediapost.com/publications/?fa=Articles.showAr ticle&art_aid=113969 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  11. 11. The “Prosumer” and some social influence relations in Marketing Social Influence Marketing http://www.informing-arts.biz/blog/social-influence-marketing/ Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  12. 12. IV. Services and customer relation are key: ecommerce and social media Web Innovation & Social financial, trading and Investment is not (Just) about or the same as Facebook or Twitter. " Social networks accounted for 13.8bn display ad impressions in August 2009, which is more than 25% of all display ads viewed online. (...) The telecommunications, retail and banking sectors were the biggest advertisers on social networks, in that order.) (source ComScore) Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  13. 13. V. Create value measuring data + analytics on financial behaviour & answer The gold rush is how to create value measuring data + analytics on financial behaviour & answer back straight and customer relation are key for the future of Finance. In a Tealeaf survey of online customer behaviour "75% said their choice of retailer was influenced by what they read on social media sites, while 56% avoided a particular company after reading a bad review. The reverse can also apply though, with 52% declaring that they chose a particular retailer after reading good reviews." Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  14. 14. Analytics are key - everything has to be measured! Google Analitycs Google Webmaster Tools Google Keyword tool CRM and Analytics www.stayinfront.co.nz/sifanalytics.asp 14 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  15. 15. Analytics are key - everything has to be measured!! Alexa tools Google Trends 15 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  16. 16. Web/Search shift to Social Media needs Monitoring & Listening... http://www.davidjromano.com/images/3.0%20images/SMM_bg.png 16 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  17. 17. VI. It is all about measuring data & behaviour targeting and answer quickly It is all about measuring data & behaviour targeting and answer quickly (see the example of Google). Look at the things that really matter: sales, profits, customer satisfaction and loyalty. Human power is needed to really understand the detail behind the numbers, and to act on that knowledge. Interpretation is key. Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  18. 18. VII. To summarise the basics: in a randomness scenario don’t forget trust, customer, transparency and value creation + web pro-activity + stability! In a randomness scenario/landscape where the economy is don’t forget trust, customer, transparency and value creation + web pro-activity are the way to go. So look at the right tools so that people can engage with brand / people / products / services online (and offline). And as a way of helping investors to regain trust giving them a good reason to do so: with quality products and services, trading conditions which guarantee integrity, stability, safety, neutrality and transparency. Ultimately the key is about creating value for all the chain. Random Sequence Generation Successive powers of 3/2 in base 6. The leading digits in the fractional parts of these numbers form a sequence that seems random. The process of multiplication by in base 6 corresponds to a , cellular automaton rule. www.stephenwolfram.co m/.../86- random/2/text.html Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  19. 19. http://www.fastrackmedia.com/images/blog_cover/Picture_www.png Web Business Models www.december.com/present/bmodels.gi “Business models for all the industries experience fundamental redefinitions from time to time. These profound changes are infrequent, often unpredicted and nearly always unappreciated and nearly always unappreciated until the dust has settled and the changes can be viewed with perspective and hindsight.” Marcus Treacher, Head of E-commerce and global Transactions Banking HSBC Bank plc 19 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/
  20. 20. One of the most important assets destroyed by the continuing financial crisis cannot be found in any standard national account statistics or economic models. Nevertheless, it is an indispensable premise for every premise for every single transaction in any industry worldwide. That asset is Trust. (…) Trust above all has to be regained in order to stimulate the securities markets and, consequently, reflate the European economies. The most promising way of helping investors to regain trust is to give them a good reason to do so: with trading conditions which guarantee integrity, stability, safety, neutrality and transparence. Michael Krogmann, Deutsch Borse AG http://seoaware.com/wp-content/uploads/2009/08/SEO-Web-Trust-300x198.jpg Clouds on Financial Crisis www.neoformix.com/2008/BushOnFinancialCrisisD.. 20 Dinis Guarda, Global Head of Content, SEO and Social Media Strategy http://twitter.com/dinisguarda http://www.dinisguarda.com/

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