Digital Finance Sitecore Finland: Michael Leander keynote presentation
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Transcript of 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
See pictures from the event here
Get the Digital Maturity in the Financial Sector
in Finland Infographic here
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
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
Concep
ts & Id
eas
Digital Finan
ce Threats,
Trends, OpportuniHes
One customer at a
Hme
Mobility Social, Local (SOLO)
Michael Leander: @michaelleander #digitalfinance14 @sitecore
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
The Future is Here Now, it is just not evenly widely
distributed
DifferenHate and stand out
Financial Services Trends & Innova,ons
Financial Services Trends & Innova,ons
Source here: h*p://www./.com/cms/s/0/0e0ef050-‐c16a-‐11e3-‐97b2-‐00144feabdc0.html#axzz2zljZJxYX
Get 10 Facebook friends to vouch for you to get your
quick loan
First Na,onal Bank
innova,on through consumer insights
SEE VIDEO >>> hZps://www.youtube.com/watch?v=mMzSaG9T5M0 <<<
Bank Audi (Randa Bdeir) 50+ credit
cards each with own site and
communica,on plan
Empowering customers – integra7ng in all touch-‐points
= Omnipresence
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
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
THE CUSTOMER Experience
OMNICHANNEL
RELEVANCE EMPOWERMENT
InnovaHon reflecHng the Hmes we are
living in
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
iQuestion Time
A quick marke,ng IQ test for financial services marketers
Which presenta7on?
A – With fun
B – Without fun
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
People talk about pictures, share them, LOL at
them
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
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
The power of social is in the
share
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement Share is good Ac7on is best
Like is NOT a currency, engagement is @michaelleander
The power of social is in the share
Page likes 5.000 Shared 222 Reach 23.168 Clicks ? Likes 74
Call to acHon
Make the onsite share easy -‐ > and make it count
Think about -‐ Images -‐ Shared text -‐ How to make the share convert
What is the biggest reason for customers defec,on? • Price of service • Dissa,sfac,on • Don’t get aeen,on
Reasons for customer defec,on
Own The Experience
The experience starts and ends with marke7ng
No more one size fits all – no more pretending
Personalized with 7tle and name
Targeted relevant offer
Image and copy based on life stage
Personalize and/or customize the online experience
Sta,c approach: Homepage
Sta7c approach: What does your visitor want to do next?
Model for content, customiza,on and personaliza,on planning
FURDIC -‐ > The feel good feeling related to your online presence
• Can your visitors FURDIC ? – Find – Understand – Relate – Do – Interact – Complete (transacHon)
FIND, Serve, Convert Dynamic
Entry page
Campaign
Social
Am I in the right place ?
Looks for signals
Finds signal quickly
No signals found
Good experience
Use commonsense > increase your conversion rates Banner adverHsement
Landing page
The Danger of Band
Wagon & The Urgency of
Mobility, Local
New challenges, new opportunities, new fads
Touch
New opportuni7es to interact and get a response from your
audience using QR codes (or not)
Drink and scan – if you can !
Scan and download a book
How does mobile & relevant ”7me and place offers” 7e in with the overall customer experience and your webpresence
Your role in the
mobility space
LocaHon based services
Local (branch level)
interacHons
Content opportuniHes
Customer service point
In Summary: Own the Experience
> AnHcipate customer needs > Provide Hmely service > DifferenHate communicaHon > Personalize communicaHon > Understand preferences
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?
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]