1.
Gastcollege online activiteiten Triodos Bank Avans Hogeschool Sept 2012, Wout van den Dool1

2.
2

3.
3

4.
Laten zien wat er met je geld gebeurtVerhoogt de betrokkenheid van de klant met zijn geld en met de bank 4

5.
Iedereen is bankierMet geld maak je dagelijks keuzes 5

6.
Triodos Bank kiest... voor natuur en milieuTeresa Molinero – Ariadna Solar - Spain 6

7.
Triodos Bank kiest... voor sociale projectenMicrofinance bank- Acleda Bank - Cambodja 7

8.
Triodos Bank kiest... voor kunst en cultuurAnne T. De Keersmaeker – P.A.R.T.S. & Rosas - Belgium 8

9.
MissieMet uw geld realiseren we een positieve verandering.Onze missie is om uw geld te laten werken aan positievemaatschappelijke, ecologische en culturele veranderingen.Bijdragen aan een samenleving waarin de levenskwaliteit wordtbevorderd en menselijke waardigheid centraal staatHet voor mensen, bedrijven en organisaties mogelijk maken hungeld te gebruiken op een manier die mens en milieu ten goede komten duurzame ontwikkeling bevordertOnze klanten voorzien van vernieuwende financiële producten enuitstekende klantenservice 9

10.
Apple visual10

11.
Relaties via verschillende kanalen11

12.
Online landschap Owned, Paid en Earned media Triodos Bank OWNED PAID EARNEDPUBLIC WEBSITE Bannering Search optimizing Search advertising Online & Adwords FB Advertising free INTERNET public BANKING ityCHANNELSBRANDED Comparison sites CPS Deals BLOG OTHERS Youtube pre-ad Blogs Advertorial 12

13.
FilialenVerbinding via face to face contact 13

14.
Contact centerPersoonlijke benadering via de telefoon en mail 14

15.
Eigen inhoud15

16.
Eigen inhoudBevlogen Triodos Bank verhalenvertellers 16

17.
Eigen inhoudActieve bijdrage aan discussie over financiële industrie 17

18.
Eigen inhoudContent strategie gericht op herbruik en delen, geen duurzaam portaalNieuwe financieringen Nieuwe campagnes Product lanceringKlanten dagen

19.
Eigen inhoudZelfde boodschap binnen diverse kanalen Persberichten Events waar Triodos Bank aanwezig is Nieuwe financieringen in het nieuws Redactionele content

20.
Eigen inhoudAnderen delen ons verhaal actief via blogs en kranten 20

21.
Verbinden op basis van gedeelde waarden21

22.
Verbinden op basis van gedeelde waardenMede eigenaar worden van de bank, actief de dialoog aan gaan 22

23.
Verbinden op basis van gedeelde waardenCampagnes zetten aan tot denken en raken mensen in het hart 23

24.
Verbinden op basis van gedeelde waardenCampagnes zetten aan tot denken en raken mensen in het hart 24

25.
Verbinden op basis van gedeelde waardenMaakt dat onze klanten trots over ons communiceren 25

26.
Interactie op de inhoudOnze fans zijn betrokken en delen hun mening graag 26Bekijk de reacties op http://www.facebook.com/TriodosBanknl

27.
On- en offline combineren27

28.
On- en offline combinerenOndernemers online presenteren, offline bezoeken 28

29.
On- en offline combinerenOnline oproep om te stemmen op favoriete ondernemers 29

30.
On- en offline combinerenGenomineerden en stemmers ontmoeten elkaar op de klantendag 30

31.
On- en offline combinerenVega-slager wint Triodos Bank ondernemersprijs 31

32.
Verbinden op basis van gedeelde waardenCampagne ‘Happiness up, Greed down’ 32

33.
Verbinden op basis van gedeelde waardenCampagne ‘Klein, het nieuwe groot’ 33

34.
Vertrouwen op de kwaliteit van de relatie binnen de community34

35.
35

36.
36

37.
Vetrouwen op de kwaliteit van de relatie Dit leidt tot positief sentiment op Social Media (zonder webcare team) Positief sentiment op Social Media 37Bron: Buzzcapture positiviteitsmonitor: Analyse financials April – September 2011 n=488.818

38.
Online activiteiten38

39.
Highlights of online plan 2012 – 2014Generate qualitative traffic to our effective sales channelsOwn channels, also external Campaign and continuous traffic Service (Self) Traffic Engage Conversion &Via online banking, Site Effective salespublic and mobile channel, development public site

40.
Sinds de lancering... In alle branches online key users & team op hoofdkantoor • Conference call elke 2 weken • Key-user meeting twee keer per jaar • Maandelijkse fact based verbeteringenWout Arne Kirsten Simon François Guillermo Miranda Matthias PaulHQ NL HQ UK BE ES HQ DE HQ 40

41.
Traffic generatie en de rol van de online marketeer41

42.
Traffic generation (online marketing) and conversion optimisationThis document is mainly about campaign traffic Traffic GenerationOnline marketing activities to generate more traffic consistof campaign activities and organic traffic activities. Numbers Theseorganic activities are mainly cost per sale driven an can Banroughly be done independent of materials, campaigning n erin Of g Ads flinand rest of MarCom team. e CPS Deals Sea C o mp tes S eo ariso n si t e ffilia s A Time 42

43.
Online campaign process 5 steps for an effective campaignObjectives Strategy Tactics Actions ControlWhere do we want to How do we get there? How EXACTLY do we The details of tactics, How do we monitorbe? get there? who does what and performance? when# Extra sales Segmentation, Which message to What happens when Web analytics – KPI’s# Service Media Channel choice, Which target audience, Responsibilities and Usability testing# Brand Awareness Targeting, E-marketingmix, structures Surveys# Loyalty (Online) value including the Internal resources and Frequency of reportingDefine SMART KPI’s proposition communication mix, skills Proces reporting & Customer Journey Make use of Brief external agencies actions Benchmarks, Materials Define (Sub)objectives 43

44.
Online marketing process Where should the online marketer be in this process? Objectives Strategy Tactics Actions Control Where do we want to How do we get there? How EXACTLY do we The details of tactics, How do we monitor be? get there? who does what and performance? when R R R Online marketeer R Online marketeer R Online marketeer A A A ? Online marketeer? A Online marketeer A Online marketeer C C Online marketeer C C C I Online Marketeer I I I I delegated the workResponsible: Those who do the work to achieve the task Accountable (also Approver or final Approving Authority) The one ultimately answerable for the correct andthrough completion of the deliverable or task, and the one from whom Responsible is delegated the work Consulted (sometimes Counsel) Those whose opinions are sought, typically subject matter experts; and with whomthere is two-way communicationInformed Those who are kept up-to-date on progress, often only on completion of the task or deliverable; and withwhom there is just one-way communication 44

45.
Tactics ControlDefine (sub) objectives for the online campaign, this is a list with examplesOne of the ultimate excuses for not measuring impact of marketing campaigns is: "Oh, thats just a branding campaign."Sub-Objective KPI Report in Google Analytics Visitors > Visitor Trending > Absolute UniqueHave more people visit the website Number of unique visitors Visitors Traffic Sources > AdWords > AdWordsEnsure theres a return on marketing efforts ROI of online campaigns Campaigns (Clicks tab)Have more people buy products from the website Ecommerce conversion rate E-commerce > Conversion RateHave more people subscribe to our newsletter Subscribers of ’newsletter’ Content> Pages > Filter newsletterIncrease number of shared content on the site Pages shared Visitors > Socia > ActionsIncrease the percentage of returning visitors Percentage of returning visitors Visitors > New Vs Returning Percentage of visits that come from direct or Visitors > Visitor Trending > Visits (applyIncrease the number of branded visits branded keywords branded visitors segment) Measure the change in the percentage of NewTo attract "prospects" / new customers. Visitors, overview, new vs returning, look for trends Visitors to your website Visitors> behaviour> frequency & history... look Number of visits come for 2nd 3rd … time before and after periodTo share your business value proposition. Measure segmented Visitor Recency Visitors> behaviour> involvement and segment on paid & non paid trafficIncrease offline action! Phone Calls / Conversions Driven from WebsiteMake an introduction to your business Measuring both the Macro & Micro Conversions. Leads, share, brochure, downloads Google Trends for Websites (or Compete orTo destroy your competition. Share of Search HitWise) to analyze your performance Plug into the Database of Intentions Correlate traffic patternsUnaided brand recall And use Insights for Search for this type of with offline ad times patterns analysisBecome fan Number of facebook fans Facebook Insight http://www.kaushik.net/avinash/brand-measurement-analytics-metrics-branding-campaigns/

46.
TacticsOnline channel choiceWhich instrument fits the best and common pricing method 46

47.
TacticsGoogle Advertising 47

48.
TacticsChoose payment model with publisherObtain for a performance based (CPA) deal because of lower risk Risk Triodos Bank Risk Publisher

49.
TacticsChoose payment model with publisherChecklist for effective use of CPM model (main materials are banners) To get a good CPM rate, negotiate with media agency/ publisher on: •Quality of network and sites (target audience Cultural Creative) •Position above or below fault & which order in carousel of banners •Discount (it’s strange but common to get 70 – 80% discount on offered rates) •Bureau fee (rather pay them per hour for advice, not % of media buying, wrong steering variable) •Possibility to do a relative small test with different materials and different networks* / sites •By default don’t agreeing on tracking pixels / scripts for “optimization” or retargeting (privacy reasons, cost implementing & maintain and stability of site and forms) Better steer on number of clicks for judging quality. •Post view conversions are often an excuse for Media Agency’s for camouflage poor performance. * All networks have different requirements for materials, specially if you use Flash banners! The more networks, the more difficult Think of size (=hosting costs), allowing auto play, sound, looping (if just 1 or 2 loop is allowed your last shot MUST have a clear message and call to action). Never forget: Align your creative Agency and Media agency. In CPM model is Triodos Bank the one who has the biggest risks.

50.
Tactics Choose payment model with publisher Checklist for optimisation if you choose CPM model (mainly materials are banners)Ad-serving platforms can usually track both CTR and VTR, if you implement their tracking code. Google Analytics does not track “view-through” but track campaign performance using post- “click-through” (CTR) and is able to attribute it to a sale;VTR: a person view a banner + don’t click on a banner + purchase an item = banner will be contributed to the saleCTR: a person view a banner + click on a banner + purchase an item = banner will be contributed to the saleVTR is a metric you should be careful to use in your online marketing decisions because firstly, you can never prove that a person actuallysaw the banner unless you ask him/her. Secondly, “the view-through metric can lead to disastrous media buying decisions…other ill effectsinclude duplicate attribution of orders and other conversion to media that had no influence whatsoever on the final consumer behaviour”(Kevin Lee 2007). Or as Seth Godin (2010) states in a recent post, that a marketer should never “try to measure the immeasurable mediaand use that to make decisions…

51.
TacticsChoose payment model with publisherChecklist for optimisation if you choose CPC model If you choose CPC deal, it’s less risky, but sometimes more expensive. Try to avoid this payment method in Affiliate Networks because of fraud. Mainly done with pop-ups / under and other hidden clicks. In this case it’s very important to optimize on the quality of traffic based on sub-objective. In the online environment CPC deals are very different. In this document you’ll find some benchmarks. Agree on what you count as an click with the agency or a publisher, preferably it’s the visit number you count in Google Analytics, but most of the time publishers want you to pay the clicks. CPC means, paying per clicks. Analytics measure visits. These are two different metrics. Your analytics reports can show lower metrics for many reasons : -a same user who trigged many clicks on a material will trigged the same visit on Analytics. -Analytics counts the visit through a clicks only if the tracking code is fully loaded. If our site has a poor loading time, people can click on a link on our site, or simply exit it before the page is loaded. -In some case, users disables cookies on their computer. The result will be that no visits will be count in Analytics, but a click will be on material. -It happens often that people click Back-button before they reach the landing page.

52.
Verbinden op basis van gedeelde waardenCampagne ‘Happiness up, Greed down’ 52

53.
Actief op zoek naar doelgroep binnen Facebook2 doelgroepen, meerdere advertenties en specifieke landingpage

54.
Doelgroep geraakt29,5% conversie van klik naar fan; waarden gedreven inhoud, geen incentive Paid Owned EarnedDoelgroep Cultural Creative 18-30: 2,956 clicks resulting in 1.289 new fans (Click-to-fan conversion 43,6%)Doelgroep Cultural Creative 30+: 13,479 clicks resulting in 3.552 new fans (Click-to-fan conversion 26,4%)

55.
Uiteindelijke doel is de verbinding aangaanInteractie op de inhoud Paid Owned EarnedDoelgroep Cultural Creative 18-30: 2,956 clicks resulting in 1.289 new fans (Click-to-fan conversion 43,6%)Doelgroep Cultural Creative 30+: 13,479 clicks resulting in 3.552 new fans (Click-to-fan conversion 26,4%)

56.
Uiteindelijke doel is de verbinding aangaanInteractie op de inhoud 56

57.
Verbinden op basis van gedeelde waardenCampagne ‘Klein, het nieuwe groot’ 57

58.
Doelstelling en doelgroepHet vergroten van onze naams- en inhoudsbekendheid bij cultural creatives Doelstelling Primair: Het vergroten van de naams- en inhoudsbekendheid van de bank. Secundair: Meer ontmoetingen (fysiek en online) tussen stakeholders en de bank bewerkstelligen Doelgroep Primair: cultural creatives (zakelijk en particulier) èn collega’s. Secundair: de andere stakeholders van Triodos Bank. 58

59.
Seeding in blog sphere 4 step approachStep 1Find blogs andPeople behindthe blogsStep 2Create andPublish tailoredcontentStep 3Contact peoplebehind blogsStep 4Evaluate andmonitor

60.
Aanpak - cross mediaalLancering van de film op onder andere TV, internet, radio en arthouse bioscopen Om een zo’n breed mogelijk bereik te realiseren, hebben we de film gelanceerd via een groot aantal kanalen User journey Klein. Het nieuwe groot. DKVG + Youtube/ Facebook DM TVC Radio Adwords GDN Seeding/PR eZine Vimeo ads Facebook Facebook landing tab triodosbanknl Blogs/nieuws- Twitter sites etc. Triodos.nl (home) Landingspagina KleinGroot Actie- Brandbox Brandbox aanbod SAAT KleinGroot SAAT LEGENDA KANAAL Productpagina TRIODOS.NL SAAT PROSPECT/ATL Formulier Inloggen IB KLANT/BTL 60 KLANTEN ÉN PROSPECTS

61.
Online resultaten (1)De film is ruim 53.000 keer bekeken, en overgenomen door ongeveer 45 sites Earned •De film is tot nu toe >65.000 keer bekeken op Youtube en Vimeo. •Er is op meer dan 50 nieuwssites en webblogs geschreven over de film. Selectie: - Duurzaam nieuws “Duurzame toekomst hebben we zelf in de hand” - RTL nieuws “Een reclame waar je blij van wordt” - Adformatie “Weg met de hippies, leve Triodos” - 42bis “Maatschappelijk Verantwoord Ondernemen, kan het écht?” - Meer op http://storify.com/triodosbanknl/klein-het-nieuwe-groot-2 61

62.
Online resultaten (2)Trending topic en groot bereik op Twitter, o.a. door aandacht van BN’ers Earned (vervolg) •500 likes en comments op youtube en vimeo •Meer dan 3.000 facebook shares en twitter tweets •Trending topic op twitter op 5 juli •Zeer groot bereik via Twitter, o.a. doordat een aantal BN’ers de film ‘oppakten’. •Bijvoorbeeld de tweet van Alexander Klöpping is >300 keer geretweet. 62

63.
Online resultaten (4) Voorbeelden van text en display adsFacebook ads Facebook landing tab Display ads Stap 1 Stap 2 Stap 3 Stap 4Adwords ads

64.
Meten meten meten meten & delen64

65.
Maandelijks internet dashboard van alle landen Het door de landen zelf aanleveren van 2 regels commentaar zorgt voor een internationaal overzicht 65

66.
66

67.
Optimisation67

68.
Verbeteringen, doorvoeren voor alle landen, Mijn Geld Gaat Goed 2.0Op basis van usability onderzoek en bezoekgedrag 68

69.
Analyseren van de aanpassing aan Mijn Geld Gaat Goed 2.0Relatief eenvoudig de verschillende landen vergelijken Key Figures MGGG 2.0, share of MGGG pages as part of the website Being Inspiring, Interaction on the carousel Pretty stable, in relation to the whole All page views on landing page generate 139% interactions in the carousel Mggg 1 14% Visitors are hovering at least on 2,5 projects per session. Clicking on the project name is not used very often or not measured 12% correctly. 10% Presented numbers are missing 1 important event (clicking on body text = bug). Clicking on the project name, sector & location is 8% % MGGG Projects not used very often. % MGGG Landing 6% MGGG All 4% 1% No big changes in total numbers, except for 2% Spain. Branches generate % more traffic to 4% 2% 1% 0% 0% individual project pages as a whole. UK BE ES NL Mggg 2 Hover project 14% 20% Improvement on getting traffic to MGGG Scroll right pages still possible (f.e. Create or add visuals 12% Scroll left home & brand box & as related pages) 10% Scroll numbers 72% 8% % MGGG Projects Click location % MGGG Landing Click project name 6% MGGG All Click sector 4% 2% 0% UK BE ES NL 20 20 MGGG Search Functionality Key Figures MGGG 2.0, time on page, bounce- and exit rate Decrease from 11% errors on search to 4% Improvement on project pages needed, still high bounce rate Mggg 2.0 Search 3% UK NL ES BE 2.0 1.0 2.0 1.0 2.0 1.0 2.0 1.0 Geographic Location 18% All Wrong Search Time on page 0:01:07 0:01:03 0:01:05 0:00:57 0:00:59 0:00:56 0:00:57 0:01:02 Bounce 45,84% 46,43% 42,29% 43,26% 43,15% 43,94% 51,53% 53,76% 7% Projects Exit 21,00% 19,96% 23,64% 21,06% 16,89% 13,86% 20,24% 20,21% 4% Sector & Keyword 69% Landing Combi Time on page 0:01:28 0:01:08 0:01:09 0:01:10 0:01:06 0:00:59 0:00:55 0:00:48 Bounce 16,08% 26,82% 12,75% 16,29% 15,50% 18,23% 10,78% 26,67% Exit 15,83% 16,68% 15,18% 19,50% 12,25% 11,52% 11,35% 11,35% Mggg 1.0 Search Projects 0% Time on page 0:00:50 0:00:52 0:00:54 0:00:52 0:00:56 0:00:59 0:00:54 0:00:50 Bounce 60,20% 60,62% 50,35% 49,29% 48,90% 48,64% 54,97% 57,11% 19% Geographic Location Exit 27,85% 27,03% 27,29% 25,33% 23,49% 19,55% 30,50% 30,43% Wrong Search Search improved; number of wrong search from 8% Projects 13% to 4% and with introducing MGGG 2.0 3% of • No big changes on all MGGG pages, this is related to not changing project detail pages, which are quit high in volume the people are searching on a combination of 60% Sector & Keyword • Big improvement on Landing pages (time on page en bounce rate) 13% sector and location. Combi • Branches who uses blocks below the map on landing page have the lowest bounce rate (NL) and (BE) –use it as designed gives best bounce rate- Source: NL Branche • Project detail pages has still a high bounce rate, use the ability of blocks (left for retail customers & right for loans) 20 69 20

70.
Engagement70

71.
Facebook for Triodos Bank A “how-to-guide” for Facebook71

72.
Table of contents 1.The power of Facebook Content strategy 2.Why Facebook Community management 3.How to apply Facebook for Triodos Bank: Internal organisation 4.More information Who to favourite Connection public site ROI & KPI’s Facebook campaigns 72

73.
Power of Facebook 73

74.
How to apply Facebook for Triodos BankTriodos Bank content strategy: ApproachTo achieve your branding, sales and customer care Only Triodos Bank creates posts on Fan page wall,strategy, build and develop meaningful because Facebook is our official channel: • our fans are not allowed to posts items, becauserelationships by having a great content strategy these will be pushed to all our fan’s private walls as an approved message from Triodos BankInteractive content related to Triodos Bank • comments are open for everybody (reading and•Video or conference reacting)•Public event / calendar • With this approach we create a manageable community with ‘controlled’ communication•Published interviews•Website content / news•New financed projects (KWYMG)•E-zine / Newsletter Practical tips•Colour of Money • Post manually•Campaigns • More than twice posts a week preferred•Visuals • Include a link to refer to • Avoid being boring and too commercial Rule Post approved content always by Triodos Bank spokesman (e.g. Dutch Branch has a weekly meeting with Mar&Com + PR + Customer Service + Key-user) 74

75.
Community managementHow to deal with comments, questions and flame

76.
How to apply Facebook for Triodos BankWhat to do with reactions/comments?Do’s Don’ts1. Handle critical issues with care 1. People like asking and complaining. It is free! • Reply that you will send a detailed response to Do not worry too much. his/her e-mail. Offer this possibility to anyone who 2. Avoid placing personally identifiable also wants to know more about that issue . information in the comments • Ask for a phone number to call and explain him/her in 3. Don’t allow spam & self promotion* depth, or invite him/her to visit your office. 4. Don’t allow insulting*1. Give quick and clear replies. Some times, if you wait, critical posts will be ‘corrected’ by other fans.2. Fans like to share their experiences, positive or negative: Experience from Spain • Positive: reinforce (not always and not necessary) Key issues on fanpage: • Negative: try to convert it into an opportunity (more details to help to resolve) 4.Set-up standard Q&A’s 5.We always respond but we do not always try to have the last word 76

77.
ROI & KPI’sHow to define success and steer on the right KPI’s

78.
How to apply Facebook for Triodos Bank AmbassadorROI; How do you measure commercial results? Share Customer Fan/Measure commercial results in two ways: Consume content1.Number of leads whose origin is Facebook.2.Number of visitors whose origin is Facebook. Interactivity Meaningful relation Visits Average cpc 4.200 x € € It’s almost impossible to create a business case on Facebook only from commercial perspective. Leads Average lead value Measuring the to be achieved goals; 75 x € € + ‘Branding’, ‘Service’ and ‘Commercial’ is very hard because it’s the start of a € Per month meaningful relation. 78

79.
Blijf Triodos Bank volgen, laat ons weten wat je van ons vindt: @Wout +316 245 333 64 wout.vandendool@triodos.nl www.triodos.com www.slideshare.net/wdool