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Shaping digital change. The Difficult Change from One-Way Communication to Real Social Networking in a Bank.

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Die Slides meines Vortrags auf dem 6. Digital Leadership Forum 2019 in Wien. Blogpost dazu auf http://gabrielrath.com

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Shaping digital change. The Difficult Change from One-Way Communication to Real Social Networking in a Bank.

  1. 1. Digital Leadership Forum 2019 Shaping digital change. The Difficult Change from One-Way Communication to Real Social Networking in a Bank.
  2. 2. Gabriel Rath @gabrealness www.gabrielrath.com
  3. 3. OstseeSparkasse Rostock • built in 1825 • 700 employees • 40+ branches • 300.000 customers • most successful sparkasse in germany 2017/18 • 3 mio € every year for the neighborhood • we combine digital and face-to-face
  4. 4. 2016 the hierarchy
  5. 5. … meanwhile the world changed • fintechs like paypal, n26 • GAFA > banking • customers stayed away • cash > pay with card, smartphone • get money in supermarkets • new laws > european union
  6. 6. „We have to move!“ Frank Berg, Vorstandsvorsitzender OstseeSparkasse Rostock
  7. 7. Leave our past behind. What if the OSPA knew what it knows.
  8. 8. IBM Connections > OSPA Connect „Let´s share our knowledge!“
  9. 9. A fool with a tool is still a fool. The shift of Communication How to change the culture?
  10. 10. Changing behavior is hard! Explain individual purpose!
  11. 11. What we did • let the ceo say: it `s good and we need it • drive transformation with change agents: the connectors • each one teach one: talk about use cases (communitys) • content: create easy to use content (video) • community management: develop the social intranet • celebrate success stories • develop the digital competence (skillset, toolset, mindset)
  12. 12. Questions we had - How do we deal with fear? - How do we invest time and do our jobs? - How do we excite people to try new things? - How do we use the digital workplace to collaborate?
  13. 13. what we learned • every unit communicates independently (insurance, real estate, stock exchange, hr, marketing, …) • transparency requires brave users • monitoring helps to plan new actions • there are early adopter and digital deniers • social collaboration is no question of age • the role of the management changes > digital leader
  14. 14. digital competence • projects: OSPA quiz app (#gamification) + digital licence
  15. 15. OSPA Connect as a daily tool • the board blog and the news are most viewed • filesharing as the first accepted area • mobile use > app for tablet, phone • soft content > weather, new colleagues, birthdays, sport groups, after work parties
  16. 16. statistics • 700 users • 90% are logging in daily • 1000+ community’s (65% closed) • 150+ videos • 45.000+ files • 10.000 blogposts
  17. 17. Challenges for the future • change agents: recruit new + coach the others • digital leadership: discuss what is digital (>create) • optimize usability (main page too much?) • implement a culture of experiments (#FailFast) • innovation: create new ideas • have fun
  18. 18. Everything we do today is the first time we do it! #reinventbanking

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