The document discusses strategies for financial services companies to improve their web presence. It recommends making content discoverable through search engine optimization, integrating new technologies like rich media and maps for better user experience, providing valuable context-sensitive information by rearranging content based on user needs, engaging audiences through blogs and social media, and extending the web presence across multiple online channels. The overall message is that the web should be a company's richest marketing and sales channel by adopting new technologies and practices.

1. Financial Services
Web Strategies
Panos Kontopoulos

2. Web is the most
interactive,
cost effective channel,
offering rich experience,
high personalization and
extended reach
in a unique way

3. Web has been enhanced
with new technologies,
people are used in new
practices and
interaction is happening in
various places, not
only your web site

4. Web shouldn’t be
treated anymore as a
brochure, a have-to-
do project, a
message board, a
campaign execution
channel

5. Web should be able to
generate new leads,
make existing customers
return for more content
and services,
drive actual sales

6. Call to action
> Make your content discoverable

7. Promote your web properties in
search results for key products and
services through a SEM/SEO
program

8. Monitor web traffic, navigation, sources,
web site usage, demographics adjusting
your web strategy in a continuous test-
measure-edit lifecycle

9. Call to action
> Make your content discoverable
> Integrate new technologies and rich
media for great user experience

10. Integrate interactive maps for
locating branches, providing driving
directions to your customers

11. Provide frequently updated content
as RSS feeds, so can be easily
accessed without visiting your sites

12. Integrate video, photos, audio, rich
internet applications, wherever
possible in order to enrich user
experience

13. Videos as well as other resources
and information should be
embeddable and sharable as
widgets

14. Use and integrate all available
channels for customer service right
through your web properties

15. Use full text search as an alternative
for navigation, since your users are
used to it over the internet

16. Call to action
> Make your content discoverable
> Integrate new technologies and rich
media for great user experience
> Provide valuable, context sensitive
information

17. Rearrange content according to
the needs|goals|expectations,
not according to products

18. Make comparison and selection of
products easier including
competition wherever you can

19. Categorize products and services
properly, making research and
selection easier for the visitor

20. Call to action
> Make your content discoverable
> Integrate new technologies and rich
media for great user experience
> Provide valuable, context sensitive
information
> Talk to your audiences and let them
talk to you

21. Enter the discussion using
corporate or employee blogs

22. Let your customers help you to design
your new financial products or services,
getting their feedback early

23. Call to action
> Make your content discoverable
> Integrate new technologies and rich
media for great user experience
> Provide valuable, context sensitive
information
> Talk to your audiences and let them
talk to you
> Extend your web presence
outside of your web site

24. like Facebook social network

25. or myspace.com

26. or running integrated long term
campaigns mixing all available
channels

27. Promote your products and services
attached to real life things people do
with your products and services

28. So
>There are more in your existing
content and services

29. So
>There are more in your existing
content and services
>Web can|should be your richest
marketing and sales channel

30. So
>There are more in your existing
content and services
>Web can|should be your richest
marketing and sales channel
>Take advantage of new social
technologies and practices

31. So
>There are more in your existing
content and services
>Web can|should be your richest
marketing and sales channel
>Take advantage of new social
technologies and practices
>Go to your customers, don’t wait for
them to come

32. Thank you
e panos.kontopoulos@paperplane.gr
w www.paperplane.gr
b www.mentalblock.gr