[En] engaging consumers with social media (banking sector)

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This is the presentation I gave last week at the future of cards and payments Marketforce conference. It is showing how and why banks should use social media.

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  • There will be six parts in this presentation:first, there will be some general thoughts about measuring return and on whatsecond, I will describe the environment in terms of tools which are made available to managers who want to measure things and social mediathird, I will delve deeper into what I call our own a which is return on engagementfourth, we will focus on how to measure ROE is a number of examples taken from real life, including our very own dahboard at Orangefifth, the conclusion of this presentation, with an emphasis on the limitations and the hindsight which we have to give to this particular issue of return on investment in social media.
  • [En] engaging consumers with social media (banking sector)

    1. 1. engaging consumers with social mediaThe Future of Cards & Payments conferenceLondon, June 28th, 2012some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 1
    2. 2. creative commons notice http://oran.ge/sldshare > This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/ by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. > You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://orange.com)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
    3. 3. http://orange.com/ some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 3
    4. 4. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 4
    5. 5. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 5
    6. 6. agendaengaging consumers with social media > introduction @orange @ygourven > 1. what new opportunities for engagement? > 2. are customers handled in a different manner? > 3. what is coming next? > 4. top trendssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 6
    7. 7. introductionsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 7
    8. 8. looking back… some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 8
    9. 9. practicesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 9
    10. 10. @vauxpopulisome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 10
    11. 11. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 11
    12. 12. 1. what new opportunities for engagement?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 12
    13. 13. web 2.0 in a few words interaction/collaboration UGC thin client rss syndicationsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 13
    14. 14. it’s here for realbut maybe not really new some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 14
    15. 15. does social media works with “messages”?> are “human conversations based on “messages” picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 15
    16. 16. wom principles (Andy Sernovitz)1. be interesting (do something special)2. make it easy3. make people happy4. earn trust and respectsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 16
    17. 17. 1. be interesting (do something special) the famous 7” pastrami sandwichsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 17
    18. 18. 2. should customers be handled differently?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 18
    19. 19. not an easy question> are Internet customers different?> who needs social CRM?> is social CRM the right terminology?> …? picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 19
    20. 20. question 1: who does social CRM?4 types of brands (Synthesio) under the radar functional preferred sensitive either it works or fix heath, safety, characteristics little or no buzz it! conversations children community do something management nurture tactics different (forums/social community (ies) reassure media)Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 20
    21. 21. question 2: is this applicable to my Bank?> retail banking?> where are my customers?> is it a social media issue?> … or customer service? picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 21
    22. 22. question 3: what phases in SCRM implementation? industrialising respondingunderstanding scaling some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 22
    23. 23. Orange helpers in UK and France> since 2011> dedicated teams - UK: approx. 30 - Fr: approx. 50> facebook application (FR) page (UK)> moderation in place - 7/7 and18/24*> work on forums, twitter and facebook> process-driven> extensions - Tunisia (live soon) - Jordan (summer 2012) - Poland - Egypt - Romania * on corporate pagessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 23
    24. 24. question 4: should we handle online customers better?picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 24
    25. 25. 3. what is coming next?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 25
    26. 26. 8 years later … > what has changed? > what’s in store?picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 26
    27. 27. by then … a varied landscapesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 27
    28. 28. 2. Landscape evolution (1) ? 2004-08 2009 2010-11 2012 …some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 28
    29. 29. 2. Landscape evolution (2)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 29
    30. 30. regional differences are key (2006 …) europe * NAM * 1/4 of subscribers asia-pac * 1/3 of subscriberssources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.phpLe Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif* numbers meaning millions of hours spent by month as of Aug 2007 30 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 30
    31. 31. regional differences are key (… 2009 …)http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/Vincenzo Costenza some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 31 31
    32. 32. regional differences shrinking (dec 2010)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 32 32
    33. 33. june 2011some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 33
    34. 34. december 2011some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 34
    35. 35. social mediapost may 2012 landscapewhat will not change what might well change> the Web is > Facebook IPO outcome? social, consumers go > new social platforms? social> web teams do social > more globalisation?> websites are/will be social > mobile landscape?> all go mobile> emerging countries are our future> PRE-commerce> “social” CRM> R.I.P Web 2.0 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 35
    36. 36. 4. top trends in digitalsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 36
    37. 37. 5. 10 major trends in Corporate Social Media Management1. tablets2. content marketing3. impact on HR4. curation5. beyond the fan page6. direct client interaction7. enterprise social networks8. brand advocates and champions http://oran.ge/10smtrends9. proliferation of platforms10. the new bubble? @orange @ygourvensome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 37
    38. 38. thank yousome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 38
    39. 39. interact with us online@orange http://www.facebook.com/orange http://slideshare.net/orangehttp://live.orange.com some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 39

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