[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

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http://orange.com/

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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

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introduction

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looking back…

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practice

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@vauxpopuli

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1. what new opportunities for engagement?

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web 2.0 in a few words

interaction/collaboration

UGC

thin client

rss syndication

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it’s here for real

but maybe not really new

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does social media works with “messages”?

>are “human conversations based on “messages”

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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

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1. be interesting (do something special)

the famous 7” pastrami sandwich

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2. should customers be handled differently?

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not an easy question

>are Internet customers different?

>who needs social CRM?

>is social CRM the right terminology?

>…?

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picture: microsoft gallery

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

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question 2: is this applicable to my Bank?

>retail banking?>where are my

customers?>is it a social media

issue?>… or customer

service?

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picture: microsoft gallery

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

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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

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* on corporate pages

question 4: should we handle online customers better?

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picture: microsoft gallery

3. what is coming next?

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8 years later …

>what has changed?

>what’s in store?

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picture: microsoft gallery

by then … a varied landscape

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2. Landscape evolution (1)

2004-08 2009 2010-11 2012 …

?

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2. Landscape evolution (2)

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regional differences are key (2006 …)

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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

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regional differences are key (… 2009 …)

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

Vincenzo Costenza

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regional differences shrinking (dec 2010)

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june 2011

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december 2011

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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?

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4. top trends in digital

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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

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thank you

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