Gavin Jones and Lee Marshall of Salesforce's Financial Services Team present on how FinServ businesses need to transform into Social Enterprises. This deck also has some excellent case studies by Andrew Murrell of Commonwealth Bank of Australia (CBA) who is the General Manager Digital and Social Marketing, Scott Gunther, the Senior Manager, Proposition

1. Social Enterprise™ for Financial
Services
Gavin Jones - Sales Director, Financial Services A/NZ
Lee Marshall - Principal Sales Engineer, Financial Services A/NZ
in/glsjones

2. Ten Year Computing Cycles
10X more users with each cycle
2010’s
Social
2000’s Revolution
1990’s Mobile
1980’s Desktop Cloud
Client/Server Cloud Computing
1970’s Mini
1960’s Computing Computing
Computing
Mainframe
Computing
Data Business Process Web Mobile Social
Management Logic Apps Automation Apps Apps Apps
Apps Apps

3. Financial Services No Different
Social &
Mobile
Currency
Online Banking
ATMs and and Electronic
Inter-bank Payments
Bricks and Exchange
Mortar
Banks
Trusted, Local Automation, Self-Service, Real-time,
Personal Depersonalization Paperless Interactive

4. We’re In a Time of Change
 Click here to add bullets

5. Social is Shaking Up The Financial Services
Industry
60,000
130,000 followers

6. Social is Revolutionary
Molly Katchpole
22-year old nanny from Washington, D.C.
Protests $5/month banking fees

7. The Social Divide: Clients and Companies
Your clients and What about
employees are social. your company?

8. How do Financial Services companies
bridge the social divide?

9. Delight Customers and Employees In New Ways
Product Social
Employee Social Network
Network
Social Pro le
Collaborate Product
Work
SOCIAL
ENTERPRISE Engage
Extend Listen
Sell Publish
Service
Customer Social Network

10. Examples: Global
More than 5,000 Financial Services firms use salesforce.com

11. Examples: Australia/NZ
Banking Institutional & Markets
General Insurance Life / Health Insurance Wealth Management

12. Demo Introduction
• Social Customer Profile for a personalized customer experience
• Providing social insights in a scalable way
• Employee productivity through social business processes
• Radian6 for social analysis and customer engagement
Product Social
Employee Social Network
Network
Social Pro le
Collaborate Product
Work
SOCIAL
ENTE PR
R ISE Engage
Extend Listen
Sell Publish
Service
Customer Social Network

13. Introduction to Panelists
CBA – Andrew Murrell – General Manager
Digital and Social Marketing
CGU – Scott Gunther – Senior Manager,
Proposition Development
SFDC – Craig Poynton – Strategic
Engagement Manager, Customers For Life

14. Commonwealth Bank
Social Business
Andrew Murrell
General Manager Digital & Social
June 2012 / Cloudforce
andrew.murrell@cba.com.au @CommBank @AndrewMurrell68

15. CommBank Online
#1 #1 53% #1 & #2
Online banking In the youth of all payments itunes apps
segment
#1 Leading Mobile
Apps across
1st Leading
contactless
Social & Real-time
platforms merchants
Facebook banking
>6.5m >2.0m Relationship #1 Contactless
customers customers on with 1 in 2 (5M PayPass
online mobile Australians enabled cards)
15

16. 13 hours 1 out of 8 25% of 20,000,000
of video
uploaded to
YouTube every
Married
couples met
Americans
watched a
short video on
join Facebook
fan page
4th
Most Twitter
online every day
minute their phone… Users
Twitter
830,000+
2/3 Growing
join 48% 9 in 10 67,000+
join LinkedIn
of internet at 1382%
Facebook sharing Seeking
users visit opinions of daily
daily
Growth content
social others
networks per year
Facebook 25,000, 000,000
2nd
items shared by
Facebook users
800,000,000
people on
Facebook
30% 38%
every month on facebook Interacted
most popular (per day) with a brand
website in 50% visiting daily
Australia
16

17. Why do we care about Social Business?
• Increasingly customer experience with a brand is being driven through content
and social recommendation engines.
• Leadership in paid and natural search is becoming a prerequisite to
commercial success (80% of customer purchase journeys start with an online
search).
• CBA is the most searched term in financial services in Australia but the impact
of social results on those searches is only just beginning.
• By embracing social media platforms, technologies, communities and cultures
we CAN drive staff engagement, customer satisfaction and shareholder value.

18. CommBank Social in 2012
Leveraging the internal audience
Continue to build the Social platform
Social Support to increase efficiency of scaling online & mobile.
Reduce overall cost of service and support
Improve merchandising of products on mobile devices and web.
Increase customer feedback & input
Embrace social BI and analytics to increase MFI through targeting of
social activity
Continue to build and market to communities of interest

19. 19

20. andrew.murrell@cba.com.au

21. The Next Frontier:
Social, Mobile, Cloud
2012 Cloudforce – Sydney, Australia
June 2012

22. CGU Insurance
Australia’s largest regional & rural insurer
Major provider of SME & Corporate insurance
Major provider of Workers Compensation insurance
~8% of total Australian general insurance market
~14% of total Intermediated general insurance market
Annual Gross Written Premium >$A2.4bn

23. Socially Active

24. Socially Active

25. Getting Social

26. CGU Padlock

27. CGU Padlock

28. Social Media 2012
1 Becoming a truly social enterprise – internal & external
2 Gain valuable business insights by listening intelligently
3 Crowdsourcing fresh ideas from biggest influencers
4 More than just text – expanding interactive media
5 Using social in a crisis to turn the frustrated into fans
6 Enhancing metrics & measures to align to business goals
7 Developing targeted lead generation programs

29. Social Enterprise
CGU Social Enterprise
Customer
A
Product
Digital A
Customer
Intermediaries Product
B State
B Product
Product C
Broker
D Groups
CGU External Collaboration
CGU Social Media Monitoring

30. Be Part of the Revolution

31. Craig Poynton – Senior Manager,
Solution Delivery

32. Craig Poynton - Senior Manager Solution Delivery
 Joined Salesforce in September 2007 after spending a number of years
with CapGemini in the UK as well as some time contracting. Has worked
for Salesforce in New Zealand, Thailand and now based in Sydney.
 FinServ Vertical lead in Asia Pacific for Consulting
 Experience in both IT and Business in Financial Services. Previous
incarnations have been IFA, Mortgage Broker, Bank Manager & various
Retail Banking roles.
 Salesforce Certifications in Sales Cloud, Service Cloud, Advanced Admin
and Developer

33. Don’t Forget to Submit Your Survey!
Stop by the registration kiosks to complete your session
surveys. We have 200 KeepCups to give away as well as
the chance to win a $500 iTunes voucher!
Thank you!
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