Post on 23-Jan-2015
description
It’s a WWWorld...Lessons and insights from SXSW 2010
(with a slight financial institution bias)
One of the largest digital conferences in the world.
Featuring... 14251 people & 1100+ events
2010 event attended by a delegation of 25 South African’s representing the local internet industry and business.
The attraction of SXSW?
Highest Quality content in the digital industry...
Gary Veynerchuk(WineLibrary.TV)
Evan Williams (CEO of Twitter)Danah Boyd
(Microsoft Research WorldWide)
Ze Frank(The Web’s Picasso)
Clay Shirky(Social Economist, NYU)
Guy Kawasaki(Author, VC)
Texas or Bust!
The home of big cups and strange politics...
Where restaurants have recovery guides and toilets have timers...
Recovery guides are a good idea...
Recovery guides are a good idea...
The Taco’s were hotter than they looked...
And where the city’s slogan is: Keep Austin Weird!
It’s a little off centre...
The 2010 State of the Internet.
Our overall impression?
Unless you really hit the righttime / right place...
Unless you really hit the right time / right place...
There are only 3 ways to make serious money on the Internet.
Gambling. Porn. Banking
Exploring SXSW...
Location Based Services / Marketing
Real Time Everything
Engagement – cutting through the BS
Banking and the Internet
Culture vs Strategy
Location Based Services / Marketing
10 million mobile internet usersmeans...
Location based services might just be the next big thing.
Breakfast.Courtesy...
Travel / Tourism Experience The Marketing Possibilities...
Success!
Why so much oversharing?
Grannies, CD’s and Wikipedia vs Brittanica
Oversharing is creating and killing entire industries...
Oversharing does raise issues...
But ignoring that for the moment...
Location Services raise fulfilment to critical status.
Location. What does it mean for a financial institution?
Find an ATM near me...
Voucher: Come into the Sandtonbranch now and get free Online
Banking training...
Head to Makro and “you’ll save” R2000 on the SamSung LCD TV with
your Platinum Credit Card.
Etc.
Real Time Everything
Everything is going “real time”.
This is changing the way we present...
FNB experienced this recently:)
So did Julius...
And Mr Visagie...
And it’s changing the way we interact with data...
Did you know? Google is now indexing Tweets.
Now. With real time data, we’re also starting to see different methods of
data visualisation
Now imagine real time visualisationin a financial context...
Number of customers busy with a sales application...
Number of transactions per second on Online Banking...
Total social media mentions(happy / sad) of FNB per hour...
Number of online purchases using an FNB product per hour...
Real time information also causes its own set of problems.
Customer: If data is real time, why isn’t service?
Social Media & Engagement. (Cutting through the BS)
What cultural effects are we witnessing in the social space?
Don’t be fooled by “social media gurus”!
It’s easy. Unless you’re being targetted.
http://www.youtube.com/watch?v=tPgQsv2KPwc
Why is social media so hard?
Because real relationships require that you give up control.
** Cover your ears if you don’t like foul language **
http://www.youtube.com/watch?v=BEYjvifUdeM
And now onto the tricky part of the social equation...
Engagement as it applies to a business.
The first problem of engagement is understanding what the hell
engagement means?
Gary: Caring. Don’t talk to sell. Talk to understand.
Wikipedia: Meaningful brand experience at a contact point.
We’ll look at some global trends for the answers...
Trend #1The Democratisation of Influence
Trend #2Attention has become the major
currency in attracting customers to content / products
Trend #3Social Media is driving the wrong
kind of behaviour.
Trend #4Social Media doesn’t scale.
And so the big question becomes...
What is the difference between engagement and service?
Where could we / should we play?
Servicing:
Engaging:
Oh. And...
More importantly...What do customers want?
Banking and the Internet
The difference between banksand web companies?
Web companies have MILLIONSof active users.
Banks have MILLIONS of payingcustomers!
So banks aren’t going anywhere.
But will need to be aware that the major competition will be around
the customer interaction layer.
Major trends to watch out for.Internet vs Banking.
TREND #1Social Saving & Goal Based Financial
Management
Demand?SmartyPig.com has $350 million in
actual deposits.
TREND #2Peer advice
TREND #3Lending clubs
Demand?LendingClub.com has $1 billion
dollars in requested loans.
TREND #4Transparency / Education /
Empowerment around credit history
As South Africans, we get 1 free credit check per year from ITC.
How many people know this?
TREND #5Personal financial management
Demand?Mint.com has 2.5 million users
TREND #6Anonymous aggregation and
benchmarking of financial data
An easy example...
Using aggregate data to encourage participation.
Why can’t we use this for CIS profile updates?
Did you know? 365 customers updated their profiles in the last 48 hours. Click here to update yours!
Why can’t we use this for benchmarking and adding value to
customers?
Example:People in your income group have
an average debt of...
Example:People in your neighbourhood have
home repayments of...
Example:People in your age group invest an
average of...
Banks have this data.Don’t they?
Aggregate data and benchmarkingopens the door for using incentives as a process mechanism instead of
an initial attraction strategy.
Back to web intermediaries...
When asked, “What was the biggest surprise in building intermediary
financial businesses?”...
The CEO’s answered...
Extremely low marketing spend.
Word of mouth brought in the business.
Huge benefit gained by includingcustomers in the product
development process (using social media).
What was the gap that these intermediaries saw?
Banks don’t proactively inform customers when things change (eg.
Spend patterns).
Build our businesses around pro-active communication.
Banks know everything about their customers, but they don’t leverage
it to add value.
Build intelligence. Leverage that intelligence with pro-active value /
information.
The risk?
If we don’t fight for the customer relationship we could end up
becoming a commoditised transaction factory.
Culture vs Strategy
Culture eats strategy for breakfast.
Why?
Social trends give context to messaging and products.
So as we end off...
I’d like YOU to think of how you’re shaping your products, services and
messages to take advantage of culture.
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Full coverage, thoughts, opinions and more available on:
http://www.andyhadfield.com/search/label/SXSW%20South%20Africa
www.twitter.com/andyhadfieldwww.twitter.com/lynettekloppers
http://www.sxsw.comhttp://www.youtube.com/user/sxsw
http://www.amazon.com/Engage-Complete-Businesses-Cultivate-Measure/dp/0470571098/ref=ntt_at_ep_dpi_1
http://www.amazon.com/Crush-Time-Cash-Your-Passion/dp/0061914177/ref=sr_1_1?ie=UTF8&s=books&qid=1270036477&sr=1-1