BancoSabadell




How the social media is impacting marketing
communication and the next marketing wave

EFMA’s Social Med...
¿Who is Banco Sabadell?
Banco Sabadell. Highlights


 • Fourth largest banking group
   in Spain(1)

 • Focused on commercial banking

 • Top play...
Banco Sabadell. Milestones

         1965          1988          2001           2004           2007-8
  1881          1978...
Multibrand, Multichannel …
Environment is changing
Business is harder than ever…


 • Shorter product lifecycle
 • Intensified competition
 • Higher customer acquisition cos...
¿What’s happening?

   Customers are
 permanently online

  • Penetration of
    mobility (+ 100%)

  • Growth of digital
...
¿What’s happening?

       Total
   transparency

 • New ways of
   communication

 • Social networking
   environments

 ...
¿What’s happening?
¿What’s happening?

                                Total
     Customers are
                        +   transparency
   p...
¿What’s happening?
And now what?
Next marketing wave
The end of advertising as we know it
New consumer trends
New advertising trends
Be ready for new consumer attitude


• Channel shifting

• More impacts > less attention > you need
  relevant messages

•...
Channel shifting

More Time Spent Social     YouTube and other online
Networking Than on Email   video sites are stealing ...
More impacts > less attention > you need relevant messages
Loyalty = Economy of emotion
Manage your community


 “As the Web 2.0 age
 dawns, banks must wake
 up to the fact that the
 successful companies
 of th...
The NEW Marketing and Consumer

        Product                     Product


         Price                   Personaliza...
Social web is your friend




                        Personalization

  Experiencies

  Services

  Products
Our experience
Our experience


     1       Personalization & Participation


     2       New formats of communication


     3        ...
Personalization & Participation

 Product personalization
Personalization & Participation

      Instant Card
Personalization & Participation

      Instant Card
Personalization & Participation

      Instant Card
Personalization & Participation
Personalization & Participation

Digital signage with interaction
     and online integration
New formats of communication

  Internet TV platform campaigns
New formats of communication

 Break the barriers of your content
New formats of communication

   Mashup with Google calendar
Community & Conversations

     Launch your community
Community & Conversations

     Launch your community
Community & Conversations

  Emotion based communication
Community & Conversations

  Emotion based communication
Community & Conversations

      Twitter conversations
Community & Conversations

       Monitor your brand
Social Media Marketing Strategy

   Campaigns on social networks
Social Media Marketing Strategy

   Campaigns on social networks
Social Media Marketing Strategy

         Social Media ROI

                         Personalization

   Experiencies

   ...
Conclusions

• Permanent connection combined with total transparency
  have created a totally different competition

• Wor...
Thanks!




Thanks for your attendance
Pol Navarro Gonfaus
Head of Channels and Innovation
NavarroP@bancsabadell.com
www.bancosabadell.com
SabadellAtlántico BancoHerrero Solbank Banco Urquijo ActivoBank
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How the social media is impacting marketing communication and the next marketing wave

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  • Humans are naturally social animals. What was once a private personal browsing experience online is now a social activity that simply dovetails with the social dimensions of a person but without being physically in a social gathering. Every person in the social networking circuit is connected to everyone and everyone to that person - the perfect channel where simple word-of-mouth endorsement of a product or services posted online can become viral, enough to create brand awareness across global markets without ever spending an ad $.
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How the social media is impacting marketing communication and the next marketing wave

  1. 1. BancoSabadell How the social media is impacting marketing communication and the next marketing wave EFMA’s Social Media – Paris Pol Navarro, Head of Channels and Innovation 19th March 2009
  2. 2. ¿Who is Banco Sabadell?
  3. 3. Banco Sabadell. Highlights • Fourth largest banking group in Spain(1) • Focused on commercial banking • Top player in SMEs and affluent(2) clients segment (1) In terms of total assets excluding savings banks. (2) Individuals with annual net income >€60,000.
  4. 4. Banco Sabadell. Milestones 1965 1988 2001 2004 2007-8 1881 1978 1996 2003 2006 Foundation: 127 businessmen and traders to finance the local industry Local Expansion into nearby towns International Expansion: first foreign branch in London Equity management and private banking Solbank BancoHerrero ActivoBank SabadellAtlántico BancoUrquijo
  5. 5. Multibrand, Multichannel …
  6. 6. Environment is changing
  7. 7. Business is harder than ever… • Shorter product lifecycle • Intensified competition • Higher customer acquisition costs
  8. 8. ¿What’s happening? Customers are permanently online • Penetration of mobility (+ 100%) • Growth of digital identity • Mobile, Internet and TV convergence • Phones with more capacities (iPhone)
  9. 9. ¿What’s happening? Total transparency • New ways of communication • Social networking environments • Culture of comparison and collaboration • More pressure in transparence
  10. 10. ¿What’s happening?
  11. 11. ¿What’s happening? Total Customers are + transparency permanently online Word of mouth
  12. 12. ¿What’s happening?
  13. 13. And now what?
  14. 14. Next marketing wave
  15. 15. The end of advertising as we know it
  16. 16. New consumer trends
  17. 17. New advertising trends
  18. 18. Be ready for new consumer attitude • Channel shifting • More impacts > less attention > you need relevant messages • Loyalty = Economy of emotion • Manage your community
  19. 19. Channel shifting More Time Spent Social YouTube and other online Networking Than on Email video sites are stealing viewers (source: Nielsen Online) away from TV in the UK (source: BBC)
  20. 20. More impacts > less attention > you need relevant messages
  21. 21. Loyalty = Economy of emotion
  22. 22. Manage your community “As the Web 2.0 age dawns, banks must wake up to the fact that the successful companies of the future will not have customers, they will have participants, and Chris Skinner that rather than having a http://twitter.com/Chris_Skinner business, they will have a community”
  23. 23. The NEW Marketing and Consumer Product Product Price Personalization Place Participation Promotion P2P CONSUMER PROSUMER
  24. 24. Social web is your friend Personalization Experiencies Services Products
  25. 25. Our experience
  26. 26. Our experience 1 Personalization & Participation 2 New formats of communication 3 Community & Conversations 4 Social Media Marketing Strategy
  27. 27. Personalization & Participation Product personalization
  28. 28. Personalization & Participation Instant Card
  29. 29. Personalization & Participation Instant Card
  30. 30. Personalization & Participation Instant Card
  31. 31. Personalization & Participation
  32. 32. Personalization & Participation Digital signage with interaction and online integration
  33. 33. New formats of communication Internet TV platform campaigns
  34. 34. New formats of communication Break the barriers of your content
  35. 35. New formats of communication Mashup with Google calendar
  36. 36. Community & Conversations Launch your community
  37. 37. Community & Conversations Launch your community
  38. 38. Community & Conversations Emotion based communication
  39. 39. Community & Conversations Emotion based communication
  40. 40. Community & Conversations Twitter conversations
  41. 41. Community & Conversations Monitor your brand
  42. 42. Social Media Marketing Strategy Campaigns on social networks
  43. 43. Social Media Marketing Strategy Campaigns on social networks
  44. 44. Social Media Marketing Strategy Social Media ROI Personalization Experiencies Services Products 1% 5% % success 0,5% 10%
  45. 45. Conclusions • Permanent connection combined with total transparency have created a totally different competition • Word of mouth is more relevant A powerful marketing and sales tool • Personalization of products/offers is key to reaching a fragmented market (long tail) • Technology allows better interaction with our customers, to construct relations therefore emotions • Personalization and participation are two of the most powerful tools to create commitment
  46. 46. Thanks! Thanks for your attendance Pol Navarro Gonfaus Head of Channels and Innovation NavarroP@bancsabadell.com
  47. 47. www.bancosabadell.com SabadellAtlántico BancoHerrero Solbank Banco Urquijo ActivoBank

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