• Save
How the social media is impacting marketing communication and the next marketing wave
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 10,302 views

 

Statistics

Views

Total Views
10,302
Views on SlideShare
9,935
Embed Views
367

Actions

Likes
23
Downloads
0
Comments
2

13 Embeds 367

http://clanglois.blogs.com 158
http://www.visible-banking.com 118
http://www.slideshare.net 27
http://www.clanglois.blogs.com 21
http://www.linkedin.com 18
https://www.linkedin.com 11
http://www.asiergomez.net 6
http://translate.googleusercontent.com 3
http://www.lmodules.com 1
http://jujo00obo2o234ungd3t8qjfcjrs3o6k-a-sites-opensocial.googleusercontent.com 1
http://laidasocialmedia.blogspot.com.es 1
http://dailyepicurean.blogspot.fr 1
http://dailyepicurean.blogspot.co.uk 1
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 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 $.
    Are you sure you want to
    Your message goes here
    Processing…
  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.
    www.soezlecturing.com
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • 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