Attracting Consumers through Social Media

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8th CEE Retail Banking Conference, 11 October 2011, Budapest
Organized by Fleming Europe
Presentation given by Sotiris Sirmakezis, Deputy General Manager, Piraeus Bank

Published in: Economy & Finance, Business
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Attracting Consumers through Social Media

  1. 1. ATTRACTING CONSUMERSTHROUGH SOCIAL MEDIA • Customer experience in online channels involves presence in social media • What social media should banks focus their attention on? • Exploring the opportunities that social media create to engage and service customers • Dealing with the internal issues: culture differences, new processes, organization etc. • Lessons learned: what to do and – mainly – what not to do • Questions & AnswersSOTIRIS SIRMAKEZIS |DEPUTY GENERAL MANAGER | eBUSINESS SECTOR | PIRAEUS BANK
  2. 2. “Being the richestman in the cemeterydoesn‟t matter tome.Going to bed atnight saying we’vedonesomethingwonderful,that„s whatmatters
  3. 3. THE ACTUAL AGENDA1 OUR BACKGROUND: PIRAEUS BANK & WINBANK2 GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA3 BUILDING THE PROPER SOCIAL MEDIA TEAM4 OUR ATTITUDE AGAINST SOCIAL MEDIA5 IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS6 MEASURING SUCCESS: QUALITY & QUANTITY
  4. 4. Sotiris Sirmakezis Deputy General Manager87, Sygrou Ave., 117 45 Athens, Hellas, Tel.: +30 210 9294065Fax: +30 210 9294020, e-mail: sirmakezis@winbank.gr DIRECT SERVICES Sotiris Sirmakezis Managing Director 8, Gamveta St., 114 50 Athens, Hellas. Tel.: +30 210 9294065 Fax: +30 210 9294020, e-mail: sirmakezis@winbank.gr
  5. 5. OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAOUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRA ROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK ACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BPIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBA CKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BAAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACK IRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBA BANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUN OUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK &D: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WIN OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: P GROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEU UND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK &
  6. 6. Piraeus Group timeline International Piraeus Tirana Marathon Piraeus Piraeus Piraeus Piraeus Piraeus London Bank Bank, Bank, Bank Bank Bank Bank ICB Bank branch Bulgaria Albania USA Romania Egypt Beograd Ukraine Cyprus 1996 - 1999 2000 - 2003 2004 - 2008 2009 - 2011 Establishment Processes and IT Strong Domestic Franchise Weathering the of „critical mass‟ Harmonization International Expansion Economic Crisis 1916 1918 1991 1993 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Macedonia Merger ofFoundation Piraeus Credit Agreement Agreement Listing Chase - National Piraeus,of Piraeus Bank Lyonnais Xiosbank ETBAbank with BNP with Victoria on ATHEX Manhattan Thrace Westminster Macedonia Bank Privatisation Hellas Wealth Mngt Ins. (Ergo) Bank Thrace, Xios Domestic 6
  7. 7. Building the Electronic “Bank” Mutual Consumer Credit Funds Loans Cards Investments Mortgage Loans Stocks Every new device & channel, BillDeposits every new product & service Payments adds VALUE to our RELATIONSHIP Remittances Mass with our CUSTOMER Large Retail Corporate Affluent Private Small SME Banking Gen-Y Business
  8. 8. Web Banking Cards Online Mobile BankingCHANNELS PERSONAL BUSINESS INTERNET SMARTPHONE ONLINE STOCK BROKERAGE MOBILE BROWSER IVR MULTI-COUNTRY x 6 TEXT / SMS ATM Network Phone Banking easypay kiosks BRANCH AGENT CASH PAYMENTS OFF-SITE IVR TICKETS, PASSBOOKS Debit Card paycenter easypay web ATM PHONE ONLINE SHOPS www.easypay.gr EFT/POS TELLER CALL CENTERS 18-28-38SERVICES weBuy Prepaid SEPA Direct Debits easypay mobile Alerts Air-time Top-Up Instant Cash TEXT / SMS ALL OPERATORS ATM E-MAIL ALL VALUES PHONE PHONE CALL ALL CHANNELS WEB NOTIFICATION SMARTPHONE
  9. 9. Public Web Sites Social Media Banner Campaign OptimizationINTERACTIVE INFORMATION ARCHITECTURE FACEBOOK MARKETING CONTENT MANAGEMENT PAGE DESIGN TWITTER Online SEARCH ENGINE OPTIMIZATION Reputation YOUTUBE Management GREECE & ABROAD FLICKR Search Engine BANK & AFFILIATES Marketing Direct Public Web SitesONLINE SALES www.winbankdirect.gr www.piraeusbank.xx  18-200 DESIGN – SEO - WCMS
  10. 10. The winbank timeline air-time top-up 2006 alerts on accounts 2002 winbank direct 2010 easypay machines easyPassbook internet banking ATM personalization2000 phone banking mobile banking extraPIN SMS 2004 ATM easyticketing 2008 Visa Direct browser-based mobile banking 2000 2012 winbank “international” paycenter 2005 2001 winweb 2009 internet banking v2 www.easypay.gr social media www.winlife.gr winbank for cards Vodafone easypay extraPIN Generator 2011 2007 alerts πιςτωτικών καρτών 2003 weBuy Prepaid MasterCard smartphone winlife Visa credit card Instant cash banking www.syndromes.gr
  11. 11. Quality: 3rd-party evaluation Greece Europe World The Pan-european Microsoft Worldwide Banking Technology Innovation Award Awards European Financial Marketing Association Innovation Award 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  12. 12. E: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SO GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE HE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BE HE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIG THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEF AYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL M TING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYSORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GET GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DRE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: G THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEHERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFOR GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE
  13. 13. “Social media is like teen sex. Everyonewants to do it, nobody knows how. Whenit’s finally done, there is surprise it’s notbetter.” A. Kaushick, Analytics Evangelist, Google, 2009
  14. 14. FORUMS> CUSTOMERS TALKING ABOUT US IN FORUMS> WE JUST STOOD AND LISTENED> BANK NOT READY TO PARTICIPATE> LESSON LEARNED: … (next slide)
  15. 15. ONLINE REPUTATION> BLOGGERS CAUSING NEGATIVE PUBLICITY> ONLINE WANNABE ACTIVISTS> INFORMATION GAP FILLED BY THIRD PARTIES> LESSON LEARNED: BE EXTROVERT!
  16. 16. USER COMPLAINTS> SERIOUS AND REPETITIVE AVAILABILITY ISSUES> I.T. : RELUCTANCE TO ADMIT PROBLEMS> GROWING NUMBER OF COMPLAINTS BY USERS> I.T. : THEY “FEEL” THE PROBLEM> LESSON LEARNED: OPPORTUNITY TO LOOK INWARDS
  17. 17. THE “OLD” MARKETING> ALL ONLINE CAMPAIGNS TOTALLY OUTSOURCED> INTRO TO SOCIAL MEDIA BY E-BANKING DIVISIONS> “WTF WE NEED YOUTUBE FOR???”> LESSON LEARNED: FOLLOW YOUR HEART, EVEN IF YOU HAVE TO BE DISRUPTIVE
  18. 18. Interactive Marketing: social media You read a blog You visit a friend’s page / You update your profile You visit a friend’s page You update your profile
  19. 19. BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING DING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THENTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIV AM BUILDING THE APPROPRIATE BUILDING THE APPROPRIATE INTERACTI G THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPINTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIV DING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THEPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEETING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAME APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPR ING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAMNG THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE AP ILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING TH THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPRO ATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE A
  20. 20. Public Web Sites Social Media Banner Campaign OptimizationINTERACTIVE INFORMATION ARCHITECTURE FACEBOOK MARKETING CONTENT MANAGEMENT PAGE DESIGN TWITTER Online SEARCH ENGINE OPTIMIZATION Reputation YOUTUBE Management GREECE & ABROAD FLICKR Search Engine BANK & AFFILIATES Marketing Direct Public Web SitesONLINE SALES www.winbankdirect.gr www.piraeusbank.xx  18-200 DESIGN – SEO - WCMS
  21. 21. NOT A ONE-MAN SHOW Other Units Business Development Division Electronic Banking Division’s Interactive Marketing Team Business Units * I.T. Division Marketing Division Interactive Marketing* Forrester Research, 2010 Center of Excellence
  22. 22. CONTENT STRATEGY Content Taxonomies Metadata CMS Controlled Inventory Scheme Customization Vocabularies Wireframes Navigation Information Software Maps Architect Analysis Developer Content Interaction Mapping Migration Designer Search Engine Plan Optimization Content Page Strategist Brand Templates Strategy User Flows Copy Production Copywriter Editorial Strategy Visual Designer Style Governance Advertising Guides Model Models
  23. 23. TITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL UR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MTTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA DE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OURTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIAGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTIT IAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDEUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL M E AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR A EDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SO SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE A OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST NST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUD
  24. 24. FACT (?) “A brand is no longer what we tell the consumers – it is what the consumers tell each other it is.” Scott D. Cock, Founder of Procter & Gamble
  25. 25. FACT (?)
  26. 26. FACTOur products are not the most excitingdiscussion subject on the web…
  27. 27. FACT ** Brett King, author of “Bank 2.0”
  28. 28. OLD WAYS NEW WAYSBroadcasting Messages Building Relationships Bought Media Earned MediaBuilding the brand name Building Value Inside-Out Outside-In
  29. 29. WHAT’S IN IT FOR US?Our products & brand come only as anafterthought…
  30. 30. OUR PRINCIPLES> USE CONTENT WITH VALUE> EMPHASIZE ON WHAT YOU DO WELL> BE HONEST> BE OPEN> ADMIT MISTAKES, APOLOGIZE
  31. 31. POSITIONING> DISCUSS, INFORM, EDUCATE> TALK ABOUT NON-BANKING ISSUES> TRIGGER & ACTIVATE THE COMMUNITY> DO NOT HEAVILY PROMOTE THE BRAND> DO NOT PUSH PRODUCTS
  32. 32. CONTENT> NEWS, ANNOUNCEMENTS, ALERTS> SAVING TIPS, SECURITY TIPS> QUIZZES & CONTESTS> NO PRODUCT PUSHING> LATERAL POSTS (TECHNOLOGY, GREEN etc.)> TUTORIALS, INFOGRAPHICS
  33. 33. Think of social media as a cocktail party. Youdon’t go into the party and go to the middle ofthe room screaming “BUY MY PRODUCTS!!!”What works, is that you have somemeaningful conversation first. And that’sjust how social media works. David Spark, Tech Journalist, San Fransisco
  34. 34. CONTENT STRATEGY &POSTING RULES> STREAMLINED SOCIAL CALENDAR | 1-2 POSTS PER DAY> WEDNESDAY (PEOPLE GO “VIRAL”): INFOGRAPHICS & VIDEOS> MONDAY (WEEK STARTS): RELAXED POSTS> FRIDAY (WEEK ENDS): IDEAS FOR THE WEEKEND> MEASURE RESPONSE RATES AND FINE-TUNE> CONTENT MUST BE SEARCH ENGINE OPTIMIZED (SEO)
  35. 35. CUSTOMER JOURNEYSCENARIO 1: SHARE OF MINDSCENARIO 2: TOWARDS CONVERSION
  36. 36. SCENARIO 1: SHARE OF MIND 1 2 3 gain his on social media or A tech-savvy visits our info share of mind user … as a technologically center … advanced bank! follows us … and we gradually …
  37. 37. SCENARIO 2: TOWARDS CONVERSION* 1 2 3 Web user SEO-optimized User reads the searches for Info Center “Photovoltaic “Photovoltaic Content ranks Park: HOW-TO Parks” among top Google guide”… results“Parks”, not “loans”!!!* Use social media content to improve SEO ranking & create leads to website
  38. 38. SCENARIO 2 (cont.)4 He finds a Infocenter logo message that prompts him to visit the Piraeus Bank corporate Green Products Section Do you believe Indicative that a wireframe for photo- voltaic info center park is a content page solution for you? Sample Learn Message more on how you can finance it!
  39. 39. MENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOC IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SO ATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTAT ON: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL ME LEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OURDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OU TION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MPLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEME SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLAT IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION:NTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIA MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
  40. 40. PLATFORMSwinbankThink Green
  41. 41. WHY a “winbank” page?> CUSTOMER EXPERIENCE-RELATED SERVICE> ONLINE BRAND> NOT THE TYPICAL BANKING ACTIVITY
  42. 42. CHANNELS YOUTUBE TV CHANNEL
  43. 43. CHANNELS FACEBOOK WELCOME TAB
  44. 44. CHANNELS FACEBOOK SUPPORT REQUEST
  45. 45. CHANNELS FACEBOOKTV COMMERCIALS TUTORIALS
  46. 46. CHANNELS FACEBOOKANNOUNCEMENTS SECURITY TIPS
  47. 47. CHANNELS FACEBOOKBANKING TERMINOLOGY PHISHING ALERTS
  48. 48. CHANNELS FACEBOOK INFOGRAPHICS
  49. 49. CHANNELS FACEBOOK USER COMMENTSGuys, you‟re great. Well done guys, keep up the goodI‟m very satisfied by your services. work!!!
  50. 50. CHANNELS FACEBOOK USER COMMENTS Positive comment on our servicesPositive comment for our social media presence You’re kidding, right??? It’s a weekend and during the night hours when people our out, you upgrade the central system???!!! I can’t understand…Sunday and Monday night are bad for you??? You always disappoint me. Proposal for new stuffPositive comment on our (only) of Piraeus Bank. Stelios, Customer services Negative comment
  51. 51. FORUMSCHANNELS TWITTER
  52. 52. CHANNELS TWITTER @winbank_tweets> CUSTOMER SUPPORT !!!> ANNOUNCEMENTS | PHISHING ALERTS> TECHNOLOGY NEWS | LINKS TO FB PAGE
  53. 53. WHY “THINK GREEN”?> NOT TRADITIONAL BANKING> STRONG ENVIRONMENTAL POLICY AND ACTION> PUBLIC IS VERY INTERESTED> LOTS OF USEFUL CONTENT
  54. 54. FACT 1 Green is extremely “in fashion” as a social responsibility pillar, even by companies that have no clear strategy for it. Green washing: a term describing the deceptive use of green PR or green marketing in order to promote a misleading perception that a companys policies or products (such as goods or services) are environmentally friendly. [source: wikipedia]
  55. 55. FACT 2 Piraeus Bank is indeed a GREEN bank SOME EXAMPLES (1 of 2)> ENVIRONMENTALLY ACTIVE SINCE 2003> REDUCTION OF ENVIRONMENTAL FOOTPRINT> EMAS CERTIFICATION FOR ALL BUILDINGS Our Green banking Corporate Badge
  56. 56. FACT 2 Piraeus Bank is indeed a GREEN bank SOME EXAMPLES (2 of 2)> PARTICIPATION IN EU R&D PROJECTS> LOTS OF WHITE PAPERS> INNOVATIVE GREEN BANKING PRODUCTS> 43 GREEN BANKING BRANCHES> GREEN “CORNERS” IN ALL OTHER BRANCHES
  57. 57. THE CHALLENGEHow do we communicate effectively our“Green DNA” without being filed underthe Green Washing phenomenon?How do we convert all the green contentthat the bank has produced into contentaccessible and useful to the public?
  58. 58. WHAT WE DIDCreated a social media platform thattargets everyone who is interested inenvironmental issues.
  59. 59. CHANNELS FACEBOOK TWITTER YOUTUBE FLICKR
  60. 60. CONTENT CATEGORIESBIODIVERSITY | GREEN BUSINESSES | WASTE REMOVAL | WATER MANAGEMENT RECYCLING | ENERGY SAVING | GREEN ROOFS | GREEN ECONOMYGREEN TRANSPORTATION | GENERAL TOPICS | ECO-TOURISM | GREEN CHEMISTRY RENEWABLE ENERGY | INDUSTRIAL ZONE REHABILITATION | ECO-PARKSECO-FRIENDLY ORGANIZATIONS | ECO-FRAMING | ENVIRONMENTAL FOOTPRINT
  61. 61. INFOGRAPHICS
  62. 62. DISCUSSION SAMPLES
  63. 63. DISCUSSION SAMPLES
  64. 64. INFO CENTER: A PRACTICAL WIKIFOR THE GREEN SECTORLARGE NUMBER OF GREEN-RELATEDWHITE PAPERS, GLOSSARIES & HOW-TOGUIDESTAKE THIS CONTENT, MAKE IT SIMPLER,GIVE IT A SOCIAL SPIN AND MAKE ITAVAILABLE TO THE PUBLIC Info center - indicative page layout (under construction)
  65. 65. ANIMATED VIDEO TUTORIALSFACEBOOK & IPHONE APPS: ENVIRONMENTAL FOOTPRINTCROWD-SOURCING: DESIGN NEW WINBANK INTERFACEBLOG | INFO CENTER IN OUR PORTALPHOTOGRAPHY CONTESTVOTE FAVORITE CHARITY FOR DONATION BY BANK
  66. 66. RING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & Q MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUANG SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & UANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEAMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALSUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANT TY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURINQUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEAS MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUAMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUAL UALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASU
  67. 67. STATSIn a country winbank of 10m inhabitants since 1 January 2011… 5.448 Facebook Fans 1.902 comments/likes 538.263 Impressions 139 posts (generated by us) We ran a contest with 2.991 participants
  68. 68. STATSIn a country Think Green of 10m inhabitants since 1 January 2011… 5.745 Facebook Fans 8.916 comments/likes 1.511.813 270Impressions posts (generated by us) We ran a contest with 1.583 participants 104 mentions in other blogs/ sites
  69. 69. EARNED MEDIA
  70. 70. WORD OF MOUTH IS IMPORTANTNow imagine the cost if we placedbanners in these 40 sites…Who do you trust more? Greenpeace or apaid ad banner?
  71. 71. RECOGNITIONEFMA: BEST SOCIAL MEDIA APPROACH IN EUROPE
  72. 72. RECOGNITIONTHEFINANCIALBRAND.COM TOP 400 TWEETING BANKS
  73. 73. RECOGNITIONCASE STUDY by DATAMONITOR
  74. 74. RECOGNITIONUSER COMMENTS Congratulations, your effort is really serious and you do something that no other bank in Greece dares to do. I hope you go on, you look much more human than other bank…
  75. 75. “You can‟t just askcustomerswhat they want andthen try to givethat to them.By the time you get itbuilt, they‟ll wantsomething new.”STEVE JOBSCEO, APPLE CHRISTOS SIRMAKEZIS
  76. 76. STEP 2: SELECT POST CATEGORIES FORWe have just started…OURINFO CENTER & BLOG BASED ON KEYWORD STRATEGY
  77. 77. 1OYEARSMISSION : :IMPOSSIBLE ?MISSION e-POSSIBLE !

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