[En] engaging consumers with social media (banking sector)

some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec

engaging consumers with social media

The Future of Cards & Payments conferenceLondon, June 28th, 2012

1

creative commons notice

> This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.

> You are allowed to use one or all

the slides/images contained within this presentation provided you quote the author and the source of this information (http://orange.com)


http://oran.ge/sldshare

http://creativecommons.org/licenses/by-nc-sa/3.0/

http://creativecommons.org/licenses/by-nc-sa/3.0/

http://orange.com/




http://orange.com/

some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 3

http://orange.com/

http://orange.com/

http://orange.com/

agendaengaging consumers with social media

> introduction> 1. what new

opportunities for engagement?

> 2. are customers handled in a different manner?

> 3. what is coming next?

> 4. top trends

@orange@ygourven


introduction


looking back…


practice


@vauxpopuli


1. what new opportunities for engagement?


web 2.0 in a few words

interaction/collaboration

UGC

thin client

rss syndication



it’s here for real

but maybe not really new

14

does social media works with “messages”?

>are “human conversations based on “messages”


picture: microsoft gallery

wom principles (Andy Sernovitz)

1. be interesting (do something special)

2. make it easy

3. make people happy

4. earn trust and respect


1. be interesting (do something special)

the famous 7” pastrami sandwich


2. should customers be handled differently?


not an easy question

>are Internet customers different?

>who needs social CRM?

>is social CRM the right terminology?

>…?



question 1: who does social CRM?

under the radar functional preferred sensitive

characteristics

little or no buzzeither it works

or fix it!conversations

heath, safety, children

tactics do something different

community management (forums/social

media)

nurture community

(ies)reassure

4 types of brands (Synthesio)

Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011


http://www.synthesio.com/

question 2: is this applicable to my Bank?

>retail banking?>where are my

customers?>is it a social media

issue?>… or customer

service?



question 3: what phases in SCRM implementation?

phase 1:CM

intervention

phase 2 : moderation in place

phase 3: generalisin

g the process

phase 4: improve

proactivity


understanding

respondingindustrialising

scaling

Orange helpers in UK and France

> since 2011> dedicated teams

- UK: approx. 30- Fr: approx. 50

> facebook application (FR) page (UK)

> moderation in place- 7/7 and18/24*

> work on forums, twitter and facebook

> process-driven> extensions

- Tunisia (live soon)- Jordan (summer 2012)- Poland- Egypt- Romania


* on corporate pages

question 4: should we handle online customers better?



3. what is coming next?


8 years later …

>what has changed?

>what’s in store?



by then … a varied landscape


http://www.fredcavazza.net/2008/06/09/social-media-landscape/

2. Landscape evolution (1)

2004-08 2009 2010-11 2012 …

?


2. Landscape evolution (2)


regional differences are key (2006 …)

30

sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php

Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif

* numbers meaning millions of hours spent by month as of Aug 2007

europe *

NAM *

1/4 of subscribers

asia-pac *

1/3 of subscribers


http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php

http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php

http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif

regional differences are key (… 2009 …)

31

http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/

Vincenzo Costenza


http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/

regional differences shrinking (dec 2010)

32some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 32

june 2011


december 2011


social mediapost may 2012 landscape

what will not change> the Web is social,

consumers go social> web teams do social> websites are/will be

social> all go mobile> emerging countries are

our future> PRE-commerce> “social” CRM> R.I.P Web 2.0

what might well change> Facebook IPO

outcome?> new social platforms?> more globalisation?> mobile landscape?


4. top trends in digital


5. 10 major trends in Corporate Social Media Management

1. tablets2. content marketing3. impact on HR4. curation5. beyond the fan page6. direct client interaction7. enterprise social networks8. brand advocates and champions9. proliferation of platforms10.the new bubble?

http://oran.ge/10smtrends

@orange@ygourvensome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 37



thank you


interact with us online

@orangehttp://www.facebook.com/orange

http://live.orange.com


http://slideshare.net/orange

39

http://www.facebook.com/orange

http://www.facebook.com/orange

http://live.orange.com/

http://live.orange.com/



[En] engaging consumers with social media (banking sector)

Business

Transcript of [En] engaging consumers with social media (banking sector)