Case Study - Online Presence

Slide 1: SAM Sustainable Asset Management Briefing on Case Study: Online Presence January 22, 2008

Slide 2: Goal & Agenda For Today‘s Session  Goal 1: Appropriate response to the formulated case study  Goal 2: Some valuable considerations for you to take away  Briefing 15‘  Situation & Complication  Competitor Perspective  Client Behaviour Perspective  E-Opportunities  Timeline & Activities  Discussion 15‘ 2

Slide 3: Situation Major Redesigns since 2000  Executive Committee of SAM is thinking of changing the current web presence  Since 2000, the online presence has been undergone major redesigns  Besides visual and content changes?  Not everybody is convinced that another major relaunch is required. 3

Slide 4: Complication Not fully unlocking the potential  Executive Committee of SAM agrees on one aspect:  Not target oriented  Thinking in funnels – little support to...  Turn prospects into clients  Turn clients into loyal partners  Why should you change?  Casually speaking: "Because the Juice is worth the Squeeze" 4

Slide 5: Competitor Perspective Good and/or Best Practices  Example: Sarasin 5

Slide 6: Competitor Perspective Good and/or Best Practices  Example: Sarasin TOO EARLY 6

Slide 7: Competitor Perspective Good and/or Best Practices  Example: Sarasin TOO EARLY  A Competitor Perspective may give you good and best practices – however:  The ideal racing line has one issue: one can‘t overtake  Are there other ways of looking at opportunities? 7

Slide 8: Client Behaviour Perspective Methodology to identify options for action  Oriented at the classical Marketing Cycle  Attention  Evaluation  Action  After Sales  "Loyalty Bridge" 8

Slide 9: Client Behaviour Perspective Methodology to identify options for action  The corresponding Business Processes support the Marketing Cycle and the underlying Client Behaviour 9

Slide 10: Client Behaviour Perspective Methodology to identify options for action  Adding the Channels gives you a holistic picture on the contact points  Within today's convergence, the gap between on- and offline disappears 10

Slide 11: Client Behaviour Perspective What SAM is doing today in the e-channel... News Subscriptions Quotes Contact Form Product Lists Product Information 11

Slide 12: Client Behaviour Perspective ...and where potential is: Advertorials Closed User Groups (e.g. economist.com) Personalized Gateway Online Polls Webinars (e.g. CO2 Certificates) (e.g. on hot topics) News Subscriptions Search Engine Marketing (e.g. Google AdWords) Analysts Research Blog (e.g. Insights in SAM) Targeting (e.g. private vs. institutional clients) Executive Online Chats Executive Online Chats Contact Finder Quotes (e.g. Who is available?) Contact Form Product Lists Campaign Microsites Product Information (e.g. Annual Meeting) Customizable Reports 12

Slide 13: E-Opportunities Adding Value to the Firm, Clients and Prospects  Bidirectional  Interactive  To add value to the client experience  Self Service Potential  To engange and empower prospects and clients  Context Sensitive  Advertorials  To get visibility and promote the brand  Banner Campaigns  To get visibility and position the brand  Search Engine Marketing  To get found  Realtime  Seismographic Sensors  Research & Analysis  To understand prospects and clients  Personalization  To better serve and target your customers  Controlling  To continuosly optimize the services and the online presence  Cost Efficient  Channel Strategy  To fully leverage the potential of each channel  Long Tail  To get to the masses while serving individual solutions 13

Slide 14: Timeline & Activities Successful and fruitful implementation  Analysis  What are the strategic goals of SAM?  What are your competitors doing?  What are the key trends in financial online presences?  Where do you want to differentiate from you competitors?  Design  What capabilities do support the formulated (online-) strategy?  Build  Which partner is capable to build and implement our ambitious vision?  Test  Does the solution fit with our expectations?  Operations  How do we manage continuosly improvements and controlling? 14

Slide 15: Timeline & Activities Constitutional Layers Strategy Analysis Design Methods & Processes Test Operations Architecture Build go-live May Jun Jul Aug Sep Oct Nov Dec 2008 Review & Sign-off by Steering Committee 15

Slide 16: Recap Opportunity for SAM  The new online presence should not be yet another redesign  It's about a client centric approach to leverage the opportunities of the e- channel aligned with the strategic objectives of SAM  Success Factors:  Committment of the complete Executive Board is crucial  Considerations of strategic, methodical and architectural aspects are key  Think big, start small – always keep the future potential in mind 16

Slide 17: Thank you. 17

Slide 18: Discussion. 18