The number reveal: Is Social Media another fad or it is here to stay?

1,790 views

Published on

Dr. Benedikt Köhler hielt die Keynote anläßlich der SOMESSO 2009 in Zürich

Published in: Economy & Finance
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,790
On SlideShare
0
From Embeds
0
Number of Embeds
140
Actions
Shares
0
Downloads
58
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

The number reveal: Is Social Media another fad or it is here to stay?

  1. 1. The numbers reveal: Is Social Media another fad or is it here to stay? Dr. Benedikt Köhler, Munich Dr. Benedikt Köhler, Munich SOMESSO Conference, Zurich 3 November 2009
  2. 2. Yet another fad? SOMESSO Conference, Zurich 3 November 2009
  3. 3. Or here to stay? SOMESSO Conference, Zurich 3 November 2009
  4. 4. What is Social Media? „A variety of digital media and technologies that enable users to exchange among themselves and create media content, individually or in community.“ 1. Presentation of self in every day online life 2. Exchange of information, opinions, experiences or emotions in real-time 3. Collaboration and creation of content SOMESSO Conference, Zurich 3 November 2009
  5. 5. Communication and banking via Social Media? SOMESSO Conference, Zurich 3 November 2009
  6. 6. Communication and banking via Social Media? SOMESSO Conference, Zurich 3 November 2009
  7. 7. Communication and banking via Social Media? SOMESSO Conference, Zurich 3 November 2009
  8. 8. Banks used to be like this: Big is beautiful SOMESSO Conference, Zurich 3 November 2009
  9. 9. Banks used to be like this: Walls & Fortresses SOMESSO Conference, Zurich 3 November 2009
  10. 10. Banks used to be like this: Fake conversations SOMESSO Conference, Zurich 3 November 2009
  11. 11. Banks used to be like this: Complex products SOMESSO Conference, Zurich 3 November 2009
  12. 12. Banks used to be like this: Talk = Sales SOMESSO Conference, Zurich 3 November 2009
  13. 13. Banks used to be like this: Behind counters SOMESSO Conference, Zurich 3 November 2009
  14. 14. Social Media is going to change this! » Social Media means: The whole Internet is becoming social » Living an online life » Feedback » Dialogue » Social Media as a disruptive technology SOMESSO Conference, Zurich 3 November 2009
  15. 15. The future of Social Media „1990–2004 was the match being struck; 2005–2009 was the fuse; and 2010 will be the explosion.“ (Tim O‘Reilly and John Battelle) SOMESSO Conference, Zurich 3 November 2009
  16. 16. It´s getting bigger » 25% of search results for the world’s top 20 largest brands are links to user- generated content. » 13 hours of video are uploaded on YouTube every minute. » Dell claims to have earned $ 3.000.000 via Twitter-Posts since 2007. » If Facebook were a country, it would be the 4th largest in the world – with 250 Mio users. » 34% of bloggers post opinions about products and brands – in over 200.000.000 blogs. SOMESSO Conference, Zurich 3 November 2009
  17. 17. Internet growing as fast as TV did SOMESSO Conference, Zurich 3 November 2009
  18. 18. Social Media – importance for companies Far-reaching implications: » Providing the information the customers expect on social media right now! » Possibility of a strong customer bonding causing loyalty. » Combination of marketing, CRM and PR in one unit, acting simultaneously. » Genuine dialogue between companies, customers and other stakeholders - in real- time. SOMESSO Conference, Zurich 3 November 2009
  19. 19. Users are looking for product information SOMESSO Conference, Zurich 3 November 2009
  20. 20. 5 Dimensions of Corporate Social Media Social Media Newsroom Branded Channel Brand Monitoring Corporate Blog Corporation 2.0 Real-Time Support Trainee Blog SOMESSO Conference, Zurich 3 November 2009
  21. 21. Social Media - challenges for finance » In the U.S. the trust in banks decreased from 69% to 36% » 72% share their dislikes with a friend or colleague. (Edelman Trust Barometer 2009) SOMESSO Conference, Zurich 3 November 2009
  22. 22. People don’t trust bankers SOMESSO Conference, Zurich 3 November 2009
  23. 23. People trust their peers – online! SOMESSO Conference, Zurich 3 November 2009
  24. 24. Consumers 2.0 – Sapere aude „Banks sell what‘s most profitable for them … Really good deals can only be found on the web … I‘m doing research myself and this way I get a truly independent offering.“ SOMESSO Conference, Zurich 3 November 2009
  25. 25. Finance – between tourism and fashion SOMESSO Conference, Zurich 3 November 2009
  26. 26. Sparkasse with largest buzz in Social Media SOMESSO Conference, Zurich 3 November 2009
  27. 27. Word of mouth can be positive … Friendliness Good Service Security Good Interest Rates SOMESSO Conference, Zurich 3 November 2009
  28. 28. … or negative Failure Technical System Error No Money Transfer Disguise Mysterious Not Executed SOMESSO Conference, Zurich 3 November 2009
  29. 29. … or “interesting” SOMESSO Conference, Zurich 3 November 2009
  30. 30. New Conversational Landscape: Homepages SOMESSO Conference, Zurich 3 November 2009
  31. 31. New Conversational Landscape: General Interest SOMESSO Conference, Zurich 3 November 2009
  32. 32. New Conversational Landscape: Special Interest SOMESSO Conference, Zurich 3 November 2009
  33. 33. From Mass society to Individualization SOMESSO Conference, Zurich 3 November 2009
  34. 34. 2 out of 3 German onliners use Social Media SOMESSO Conference, Zurich 3 November 2009
  35. 35. More than 90% of teenagers use Social Media SOMESSO Conference, Zurich 3 November 2009
  36. 36. Strongest growth in generation 60+ SOMESSO Conference, Zurich 3 November 2009
  37. 37. Social Networking more popular than Email SOMESSO Conference, Zurich 3 November 2009
  38. 38. Online is a primetime medium … today! SOMESSO Conference, Zurich 3 November 2009
  39. 39. 16% of banks are active in Social Media … SOMESSO Conference, Zurich 3 November 2009
  40. 40. … whatever „active“ means SOMESSO Conference, Zurich 3 November 2009
  41. 41. Après moi, le déluge SOMESSO Conference, Zurich 3 November 2009
  42. 42. What are the caveats? » 58% are nervous about potential compliance problems. » 45% don‘t understand social media marketing. » 37% think it doesn‘t fit to their customers. » And four out of ten participating banks avoid discussing specific products and services in their social media efforts. SOMESSO Conference, Zurich 3 November 2009
  43. 43. Wishes and needs of digital natives » 48% of Facebook users between the ages of 18-34 would use secure gadgets if their bank offered it. » 33% of 25-34 year old Facebook users would even consider switching to another bank that offered Web 2.0 gadgets for online banking. (WorkLight – Survey) » 37% of U.S. customers liked to have testimonials and customer reviews on their bank‘s website (Forrester) SOMESSO Conference, Zurich 3 November 2009
  44. 44. Social Media means a shift from Brands … SOMESSO Conference, Zurich 3 November 2009
  45. 45. … to faces … SOMESSO Conference, Zurich 3 November 2009
  46. 46. … and stories! SOMESSO Conference, Zurich 3 November 2009
  47. 47. Finance in Social Media – Examples » Mint has over 20.000 Followers on Twitter… » …and is in dialogue with them by following back and answering to questions. SOMESSO Conference, Zurich 3 November 2009
  48. 48. Finance in Social Media – Examples » Missouri Bank provides a Facebook- Fanpage SOMESSO Conference, Zurich 3 November 2009
  49. 49. Finance in Social Media – Examples » Wells Fargo is hosting different blogs… » And even… SOMESSO Conference, Zurich 3 November 2009
  50. 50. Finance in Social Media – Examples » … their own virtual world: Stagecoach Island » … where you can „learn how to use your money wisely“ SOMESSO Conference, Zurich 3 November 2009
  51. 51. Finance in Social Media – Examples » Social Media users elude banks and begin to lend money to each other – directly. SOMESSO Conference, Zurich 3 November 2009
  52. 52. Social Media is not for everyone SOMESSO Conference, Zurich 3 November 2009
  53. 53. Next Steps … » Charting your company’s Social Media Landscape with a full survey of all channels and platforms » Developing a strategic view of your company’s dialogical future (including Social Media Guidelines or Policies) » Beginning to grasp the disruptive power of Social Media Brand Building – giving the users a chance to live your brand online » Building strong and sustainable user experiences in Social Media » Experimenting with Social Media yourself by hosting Immersion Days at your company SOMESSO Conference, Zurich 3 November 2009
  54. 54. Thank you very much! Questions? More information: http://www.ethority.de SOMESSO Conference, Zurich 3 November 2009
  55. 55. Questions? Feel free to contact us! ethority GmbH & Co. KG Büschstr. 7 (Ecke Gänsemarkt) For further information visit us: 20354 Hamburg » http://www.ethority.de/weblog » http://www.twitter.com/ethority +49 (0) 40 - 300 699 80 contact@ethority.de » http://www.facebook.com/ethority www.ethority.de » http://www.youtube.com/ethority SOMESSO Conference, Zurich 3 November 2009
  56. 56. Pictures » 2. http://www.flickr.com/photos/snapeverything/2634024846/ » 3. http://upload.wikimedia.org/wikipedia/commons/1/16/Chuck_Berry51.JPG » 8. http://www.flickr.com/photos/rwp-roger/2953749709/ » 9. http://www.flickr.com/photos/rwp-roger/2953749709/ » 10. http://commons.wikimedia.org/wiki/File:Fotothek_df_roe- neg_0006503_008_Zwei_Kunden_und_ein_Verk%C3%A4ufer_an_einem_Wurststand_des_VEB_Fettverarb eitung_Berli.jpg » 12. http://www.flickr.com/photos/mogmismo/1516068463/ » 13. http://www.flickr.com/photos/primarygeography/3842714697/ » 14. http://upload.wikimedia.org/wikipedia/commons/c/c6/Tsunami-kueste.01.vm.jpg » 15. http://www.flickr.com/photos/foxgrrl/3974595767/ » 16. http://www.flickr.com/photos/8198384@N03/3485752118/ » 18 http://www.flickr.com/photos/yourdon/3613094285/ » 21. http://www.flickr.com/photos/worldeconomicforum/3488886490/ » 43. http://www.flickr.com/photos/rhianonf/3348023558/ » 44. http://www.flickr.com/photos/vauvau/3989766534/ » 46. http://en.wikipedia.org/wiki/File:Fredmeyer_edit_1.jpg » 52. http://www.flickr.com/photos/_nijoker_/2805751399/ » 53. http://www.flickr.com/photos/mecookie/3052444140/ SOMESSO Conference, Zurich 3 November 2009

×