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

¿Who is Banco Sabadell?

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.

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

Multibrand, Multichannel …

Environment is changing

Business is harder than ever…
• Shorter product lifecycle
• Intensified competition
• Higher customer acquisition costs

¿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)

¿What’s happening?
Total
transparency
• New ways of
communication
• Social networking
environments
• Culture of comparison
and collaboration
• More pressure in
transparence

¿What’s happening?

¿What’s happening?
Total
Customers are
+ transparency
permanently online
Word of mouth

¿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
• Loyalty = Economy of emotion
• Manage your community

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)

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 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”

The NEW Marketing and Consumer
Product Product
Price Personalization
Place Participation
Promotion P2P
CONSUMER PROSUMER

Social web is your friend
Personalization
Experiencies
Services
Products

Our experience

Our experience
1 Personalization & Participation
2 New formats of communication
3 Community & Conversations
4 Social Media Marketing Strategy

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
Services
Products
1% 5%
% success 0,5% 10%

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

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