Digital Finance Sitecore Finland: Michael Leander keynote presentation

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Digital marke,ng trends for financial services marketers Keynote speaker Michael Leander Helsinki, Finland, 24 April 2014 > www.michaelleander.me > www.sitecore.net

description

Michael Leander's keynote from the Digital Finance Event in Helsinki, Finland.

Transcript of Digital Finance Sitecore Finland: Michael Leander keynote presentation

Page 1: Digital Finance Sitecore Finland: Michael Leander keynote presentation

Digital  marke,ng  trends  for  financial  services  marketers  

Keynote  speaker  Michael  Leander  Helsinki,  Finland,  24  April  2014    >  www.michaelleander.me    >  www.sitecore.net          

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See  pictures  from  the  event  here  

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Get  the  Digital  Maturity  in  the  Financial  Sector    

in  Finland  Infographic  here    

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This  slidedeck  does  not  contain  the  videos,  but  you  can  go  to  

www.marke,ngtelly.com  to  find  them      French  viral  video  “Paper”  here    

Catherine  Tate  “The  Translator”  here    

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The  importance  of  E’s  in  the    online  space  1.   Expecta,on  2.  Excellence  3.   Exci,ng  4.   Experience  5.   Emo,ons  

(leading  to  acHon)  

6.   Enablement  

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Concep

ts  &  Id

eas    

Digital  Finan

ce   Threats,  

Trends,  OpportuniHes  

One  customer  at  a  

Hme    

Mobility     Social,  Local  (SOLO)  

 Michael  Leander:  @michaelleander    #digitalfinance14  @sitecore      

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Key  points  

•  Key  differen,ator  is  delivering  an  excepHonal  customer  experience  throughout  the  lifeHme  of  ideal  customers  providing  preferenHal  service  to  high  LTV’s    

•  SOLO  –  Social  is  Local  and  so  is  Mobile;  bringing  local  to  social  empowering  individual  employees  to  effecHvely  service  individual  customers  

•  Omnipresence  is  the  game  you  play.  It’s  difficult,  but  with  the  right  strategy  and  proper  tools  in  place,  it  is  a  winning  posiHon  

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The  Future  is  Here  Now,  it  is  just  not  evenly  widely  

distributed  

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DifferenHate  and    stand  out  

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Financial  Services  Trends  &  Innova,ons    

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Financial  Services  Trends  &  Innova,ons    

Source  here:  h*p://www./.com/cms/s/0/0e0ef050-­‐c16a-­‐11e3-­‐97b2-­‐00144feabdc0.html#axzz2zljZJxYX    

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Get  10  Facebook  friends  to  vouch  for  you  to  get  your    

quick  loan  

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First  Na,onal  Bank  

innova,on  through  consumer  insights  

SEE  VIDEO  >>>  hZps://www.youtube.com/watch?v=mMzSaG9T5M0  <<<    

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Bank  Audi  (Randa  Bdeir)  50+  credit  

cards  each  with  own  site  and  

communica,on  plan  

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Empowering  customers  –  integra7ng  in  all  touch-­‐points  

=  Omnipresence  

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Content  driven,  engaging  and  differen,ated  approach  

Bedre  Råd  (Be*er  Advice/More  Affordable)  portal  engaged  customers  and  ulHmately  lead  to  more  qualified  loan  applicaHons  at  a  cheaper  acquisiHon  cost  

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Bedre  Råd  worked  because  it  solved  THE  OTS  CHALLENGE  

Message   AcHon  

Message   Message   Message   Message   Message   AcHon  

Increase  opportunity  to  see  by  3,  5,  10  

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THE  CUSTOMER  Experience  

OMNICHANNEL  

RELEVANCE   EMPOWERMENT  

InnovaHon  reflecHng  the  Hmes  we  are  

living  in  

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Now  &  Next  Genera7on  Online  Presence  Centers  Around  ….  Customer  journey  /&    

persona  driven  approach  

• Align  content  to  solve  customer  needs  

• DifferenHate  based  on  prospect  &  customer  status  +  win-­‐back  

Content  in  context  

• Match  buying  vs.  selling  cycles  

• Relate  content  to  campaigns  

Community  engagement  

• Establish  sHckiness  • Social  engagement  • AZract,  sustain  &  grow  membership  based  community  

Engagement  &  campaign  automa,on  

• Personalized    • Relevant  conversaHons  

• One  data  repository  

Prerequisite  =  Strong  technology  setup  

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iQuestion  Time      

A  quick  marke,ng  IQ  test  for    financial  services  marketers  

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Which  presenta7on?  

A  –  With  fun  

B  –  Without  fun  

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Which  reads  the  most    words  per  minute  –  the  eye  or  the  ear?  

2.500  words  per  minute   125  words  per  minute  

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People  talk  about  pictures,  share  them,  LOL  at  

them  

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Let’s  show  the  world  how  amazing  we  are  

•  Take  a  picture    •  Have  a  chocolate  •  Leave  your  business  card  or  email  address  to  get  case  studies  

•  See  your  photo  on  Facebook  and  other  places  ;-­‐)    

Trondheim,  Norway  

Sydney,  Australia  

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Your  market  is  both  men  and  women.  You    can  only  use  one  picture.  Which  do  you  choose?  

Man  also  known  as  male   Woman  also  known  as  female  

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The  power  of  social  is  in  the  

share  

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AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Engagement  Share  is  good  Ac7on  is  best  

Like  is  NOT  a  currency,  engagement  is  @michaelleander  

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The  power  of  social  is  in  the  share  

Page  likes   5.000  Shared   222  Reach   23.168  Clicks   ?  Likes   74  

Call  to  acHon  

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Make  the  onsite  share  easy  -­‐  >    and  make  it  count  

Think  about  -­‐  Images  -­‐  Shared  text  -­‐  How  to  make  the  share  convert  

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What  is  the  biggest  reason  for  customers  defec,on?  •  Price  of  service  • Dissa,sfac,on  • Don’t  get  aeen,on  

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Reasons  for  customer  defec,on  

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Own  The  Experience  

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The  experience  starts  and  ends  with  marke7ng  

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No  more  one  size  fits  all  –    no  more  pretending  

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Personalized  with  7tle  and  name  

Targeted    relevant  offer  

Image  and  copy  based    on  life  stage  

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Personalize  and/or  customize  the  online  experience  

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Sta,c  approach:  Homepage  

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Sta7c  approach:  What  does  your  visitor  want  to  do  next?    

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Model  for  content,  customiza,on    and  personaliza,on  planning  

 

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FURDIC  -­‐  >  The  feel  good  feeling  related  to  your  online  presence  

•  Can  your  visitors  FURDIC  ?    – Find  – Understand  – Relate  – Do  –  Interact  – Complete  (transacHon)  

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FIND,  Serve,  Convert   Dynamic  

Entry  page  

Campaign  

Google  

Social    

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Am  I  in  the  right  place  ?    

Looks  for  signals    

Finds  signal  quickly  

No  signals  found  

Good  experience  

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Use  commonsense  >  increase  your  conversion  rates  Banner  adverHsement    

Landing  page  

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The  Danger  of  Band  

Wagon  &  The  Urgency  of  

Mobility,  Local  

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New challenges, new opportunities, new fads

Touch

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New  opportuni7es  to  interact  and  get  a  response  from  your  

audience  using  QR  codes  (or  not)  

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Drink  and  scan  –    if  you  can  !    

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Scan  and  download  a  book  

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How  does    mobile  &  relevant  ”7me  and  place  offers”  7e  in  with  the  overall  customer  experience  and  your  webpresence  

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Your  role  in  the  

mobility  space  

LocaHon  based  services  

Local  (branch  level)  

interacHons  

Content  opportuniHes  

Customer  service  point  

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In  Summary:  Own  the  Experience  

>  AnHcipate  customer  needs  >  Provide  Hmely  service    >  DifferenHate    communicaHon  >  Personalize    communicaHon    >  Understand    preferences  

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What  to  think  about  next  1.  How  do  you  outline  the  buying  process  of  your  audience?  And  how  to  

align  that  with  your  selling  processes?  Customer  journey,  personas  2.  What  are  the  main  drivers  for  delivering  a  personal  customer  

experience  online?  (match  customer  expectaHons)  3.  How  can  you  take  the  first  step  towards  beeer  targe,ng?  Online  

onsite,  in  direct  communicaHon?  4.  What  does  contextual  content  mean  for  you  and  how  can  you  embrace  

that  concept?  5.  How  can  you  ensure  beeer  control  of  what  people  share  from  your  

web  presence  –  pictures,  headlines,  text?    6.  How  can  you  establish  one  data  repository  containing  profile  data,  

behavioral  data  and  transacHonal  data?  7.  How  can  you  establish  an  effec,ve  work  flow  for  allowing  you  to  create  

and  test  content  pages,  product  pages,  e-­‐commerce  pages  on  the  fly  and  with  minimum  effort?    

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Want  to  know  more?    Here’s  what  to  do  

•  Sitecore’s  resource  secHon.  Lots  of  great  content  there  hZp://www.sitecore.net/Resources.aspx  

•  Come  say  hi  &  join  the  fun  over  at  my  Facebook  page  hZps://www.facebook.com/michaelleandernielsen  

•  Stay  tuned  for  more  content  on  Twieer  hZp://www.twiZer.com/michaelleander    

•  Join  our  CMO  Group  on  Linkedin  here  hZp://www.linkedin.com/groups/Chief-­‐MarkeHng-­‐Officers-­‐Exclusive-­‐2268050  

•  QuesHons  or  need  input,  send  me  an  email    [email protected]    

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I  knew  you  

would  be  

awesome  !  

[email protected]