attracting consumers through social media

ATTRACTING CONSUMERS THROUGH SOCIAL MEDIA

SOTIRIS SIRMAKEZIS |DEPUTY GENERAL MANAGER | eBUSINESS SECTOR | PIRAEUS BANK

• Customer experience in online channels involves presence in social media

• What social media should banks focus their attention on?

• Exploring the opportunities that social media create to engage and service customers

• Dealing with the internal issues: culture differences, new processes, organization etc.

• Lessons learned: what to do and – mainly – what not to do

• Questions & Answers

“Being the richest man in the cemetery doesn’t matter to me.Going to bed at night saying we’ve done something wonderful,that‘s whatmattersto me.”

1THE ACTUAL AGENDA

OUR BACKGROUND: PIRAEUS BANK & WINBANK

2 GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA

3 BUILDING THE PROPER SOCIAL MEDIA TEAM

4 OUR ATTITUDE AGAINST SOCIAL MEDIA

5 IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS

6 MEASURING SUCCESS: QUALITY & QUANTITY

Sotiris SirmakezisDeputy General Manager

87, Sygrou Ave., 117 45 Athens, Hellas, Tel.: +30 210 9294065Fax: +30 210 9294020, e-mail: [email protected]

Sotiris SirmakezisManaging Director

8, Gamveta St., 114 50 Athens, Hellas. Tel.: +30 210 9294065Fax: +30 210 9294020, e-mail: [email protected]

DIRECT SERVICES

1OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\

OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\


OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\

OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\




OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK

OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Foundation of Piraeus

Bank

Piraeus Bank

Privatisation

Listing on ATHEX

ChaseManhattan

Credit Lyonnais

Hellas

Macedonia-

Thrace Bank

National Westminster

Merger of Piraeus,

Macedonia Thrace, Xios

ETBAbank Xiosbank

Londonbranch

Piraeus Bank

Bulgaria

Piraeus Bank

Romania

Piraeus Bank

Beograd

Piraeus Bank ICB Ukraine

Piraeus Bank

Cyprus

Piraeus Bank Egypt

Marathon Bank, USA

Tirana Bank, Albania

International

Domestic6

Piraeus Group timeline

Agreement with BNP

Wealth Mngt

1996

2000 - 2003Processes and IT

Harmonization

1918 1991 19931916

1996 - 1999Establishment

of ‘critical mass’

2008

2004 - 2008Strong Domestic Franchise

International Expansion

2009 2010

2009 - 2011Weathering theEconomic Crisis

Agreement with Victoria Ins. (Ergo)

Piraeus Bank

Beograd

Building the Electronic “Bank”

Investments

Deposits

LargeCorporate

SMEPrivateBanking

Remittances

MortgageLoans

Credit Cards

MassRetail

ConsumerLoans

Stocks

MutualFunds

BillPayments

Affluent

Gen-YSmall

Business

Every new device & channel,every new product & service

adds VALUE to our RELATIONSHIP with our CUSTOMER

http://gadgetophilia.com/wp-content/uploads/2008/10/mobile_phone_watch1.jpg

PERSONAL

ONLINE STOCK BROKERAGE

I V R

AGENT

SMARTPHONE

TEXT / SMS

E-MAIL

TEXT / SMS

PHONE CALL

BRANCH

OFF-SITE

18-28-38

INTERNET

I V R

easypay webpaycenterwww.easypay.gr

Phone Banking

Alerts

ONLINE SHOPS

CALL CENTERS

ATM Network

Debit Card

Web Banking Mobile BankingCards Online

Air-time Top-UpALL OPERATORS

ALL VALUES

ALL CHANNELS

easypay kiosks

weBuy Prepaid

Instant CashATM

CASH PAYMENTS

TICKETS, PASSBOOKS

ATM

EFT/POS

PHONE

TELLER

CH

AN

NELS

SER

VIC

ES

PHONE

WEB

SEPA Direct Debits easypay mobile

SMARTPHONENOTIFICATION

MULTI-COUNTRY x 6

MOBILE BROWSER

BUSINESS

CONTENT MANAGEMENT

INFORMATION ARCHITECTURE

SEARCH ENGINE OPTIMIZATION

Public Web Sites

ON

LIN

ES

ALES

INTER

AC

TIV

E

MA

RK

ETIN

GPublic Web Sites Social Media

Search EngineMarketing

Banner Campaign

Optimization

Online Reputation Management

www.winbankdirect.gr

18-200

www.piraeusbank.xx

DESIGN – SEO - WCMS

FACEBOOK

TWITTER

YOUTUBE

BANK & AFFILIATES

GREECE & ABROAD

PAGE DESIGN

FLICKR

Direc t

2000 2012

2007

extraPIN Generator alerts πιστωτικών καρτώνweBuy Prepaid MasterCardInstant cash 20

11

smartphonebanking

2009 social media

Vodafone easypay

2004 extraPIN SMS

Visa Directbrowser-based mobile banking

2003 winlife Visa credit card

www.syndromes.gr

2002 alerts on accounts

2006

air-time top-upeasypay machinesATM personalization

2008

easyticketing

2000 internet banking

phone bankingmobile bankingATM

2010 winbank direct

easyPassbook

2005 www.easypay.gr

winbank for cards2001

paycenterwinwebinternet banking v2www.winlife.gr

The winbank timeline

winbank “international”

Quality: 3rd-party evaluation

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Greece Europe World

European FinancialMarketing Association

Innovation Award

The Pan-europeanBanking Technology

Awards

Microsoft WorldwideInnovation Award

2GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA

THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYSGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA

GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIAGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA


GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTINGGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA

GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIAGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE:


THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYSTHE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS

GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA

GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA

“Social media is like teen sex. Everyone

wants to do it, nobody knows how. When

it’s finally done, there is surprise it’s not better.”

A. Kaushick, Analytics Evangelist, Google, 2009

FORUMS

> CUSTOMERS TALKING ABOUT US IN FORUMS

> LESSON LEARNED: … (next slide)

> BANK NOT READY TO PARTICIPATE

> WE JUST STOOD AND LISTENED

ONLINE REPUTATION

> BLOGGERS CAUSING NEGATIVE PUBLICITY

> LESSON LEARNED: BE EXTROVERT!

> INFORMATION GAP FILLED BY THIRD PARTIES

> ONLINE WANNABE ACTIVISTS

USER COMPLAINTS

> SERIOUS AND REPETITIVE AVAILABILITY ISSUES

> I.T. : THEY “FEEL” THE PROBLEM

> GROWING NUMBER OF COMPLAINTS BY USERS

> I.T. : RELUCTANCE TO ADMIT PROBLEMS

> LESSON LEARNED: OPPORTUNITY TO LOOK INWARDS

THE “OLD” MARKETING

> ALL ONLINE CAMPAIGNS TOTALLY OUTSOURCED

> LESSON LEARNED: FOLLOW YOUR HEART, EVEN IF YOU HAVE TO BE DISRUPTIVE

> “WTF WE NEED YOUTUBE FOR???”

> INTRO TO SOCIAL MEDIA BY E-BANKING DIVISIONS

Interactive Marketing: social media

You visit a friend’s page / You update your profile

You visit a friend’s page

You update your profile

You read a blog

3BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE`

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MARKETING TEAM BUILDING THE APPROPRIATE BUILDING THE APPROPRIATE INTERACTIVEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE

BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIVEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE

BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEINTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE

BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEMARKETING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE

BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE



CONTENT MANAGEMENT

INFORMATION ARCHITECTURE

SEARCH ENGINE OPTIMIZATION

Public Web Sites

ON

LIN

ES

ALES

INTER

AC

TIV

E

MA

RK

ETIN

GPublic Web Sites Social Media

Search EngineMarketing

Banner Campaign

Optimization

Online Reputation Management

www.winbankdirect.gr

18-200

www.piraeusbank.xx

DESIGN – SEO - WCMS

FACEBOOK

TWITTER

YOUTUBE

BANK & AFFILIATES

GREECE & ABROAD

PAGE DESIGN

FLICKR

Direc t

Electronic BankingDivision’s

Interactive MarketingTeam

MarketingDivision

I.T.Division

Interactive Marketing

Center of Excellence

BusinessDevelopment

Division

BusinessUnits

OtherUnits

NOT A ONE-MAN SHOW

*Forrester Research, 2010

*

Information Architect

Content Strategist

Copywriter

Visual Designer

Developer

Interaction Designer

Content Inventory Taxonomies

Controlled Vocabularies

Metadata Scheme

CMS Customization

Software Analysis

Migration PlanSearch Engine

Optimization

Advertising Models

Governance Model

Editorial Strategy

Brand Strategy

Copy Production

Style Guides

User Flows

Page Templates

Wireframes

Navigation Maps

Content Mapping

CONTENT STRATEGY

4OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIAOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDEOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTSOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDEMEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIAMEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA

OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA

FACT (?)

Scott D. Cock, Founder of Procter & Gamble

“A brand is no longer what we tell the consumers – it is what the consumers tell each other it is.”

FACT (?)

FACT

Our products are not the most exciting discussion subject on the web…

FACT

* Brett King, author of “Bank 2.0”

*

OLD WAYS NEW WAYS

Broadcasting Messages Building Relationships

Bought Media Earned Media

Building the brand name Building Value

Inside-Out Outside-In

WHAT’S IN IT FOR US?

Our products & brand come only as an afterthought…

OUR PRINCIPLES

> USE CONTENT WITH VALUE

> EMPHASIZE ON WHAT YOU DO WELL

> BE HONEST

> BE OPEN

> ADMIT MISTAKES, APOLOGIZE

POSITIONING

> DISCUSS, INFORM, EDUCATE

> TALK ABOUT NON-BANKING ISSUES

> TRIGGER & ACTIVATE THE COMMUNITY

> DO NOT HEAVILY PROMOTE THE BRAND

> DO NOT PUSH PRODUCTS

CONTENT

> NEWS, ANNOUNCEMENTS, ALERTS

> SAVING TIPS, SECURITY TIPS

> QUIZZES & CONTESTS

> NO PRODUCT PUSHING

> LATERAL POSTS (TECHNOLOGY, GREEN etc.)

> TUTORIALS, INFOGRAPHICS

Think of social media as a cocktail party. You don’t go into the party and go to the middle of the room screaming “BUY MY PRODUCTS!!!”

What works, is that you have some meaningful conversation first. And that’s

just how social media works.

David Spark, Tech Journalist, San Fransisco

CONTENT STRATEGY & POSTING RULES > STREAMLINED SOCIAL CALENDAR | 1-2 POSTS PER DAY

> FRIDAY (WEEK ENDS): IDEAS FOR THE WEEKEND

> MONDAY (WEEK STARTS): RELAXED POSTS

> WEDNESDAY (PEOPLE GO “VIRAL”): INFOGRAPHICS & VIDEOS

> MEASURE RESPONSE RATES AND FINE-TUNE

> CONTENT MUST BE SEARCH ENGINE OPTIMIZED (SEO)

CUSTOMER JOURNEY

SCENARIO 1: SHARE OF MIND

SCENARIO 2: TOWARDS CONVERSION

SCENARIO 1: SHARE OF MIND

on social media or visits our info

center …

A tech-savvyuser …

gain his

share of mindas a technologically

advanced bank!

and we gradually …follows us …

1 2 3

SCENARIO 2: TOWARDS CONVERSION*

* Use social media content to improve SEO ranking & create leads to website

“Parks”, not “loans”!!!

Web user searches for “Photovoltaic

Parks”

1

SEO-optimized Info Center

Content ranks among top Google

results

2

User reads the “Photovoltaic Park: HOW-TO

guide”…

3

SCENARIO 2 (cont.)

Sample Message

He finds a message that prompts him to

visit the Piraeus Bank

corporate Green Products Section

4

Do you believe that a photo-voltaic park is a solution for you?

Learn more on how you can finance it!

Indicative wireframe for info center content page

Infocenter logo

5IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS

IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSIMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS

IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSPLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS`


IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATIONIMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS

IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSMEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS



IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS

IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS

PLATFORMS

Think Green

winbank

WHY a “winbank” page?

> CUSTOMER EXPERIENCE-RELATED SERVICE

> NOT THE TYPICAL BANKING ACTIVITY

> ONLINE BRAND

CHANNELS YOUTUBETV CHANNEL

CHANNELS FACEBOOKWELCOME TAB

CHANNELS FACEBOOKSUPPORT REQUEST

CHANNELS FACEBOOKTV COMMERCIALS TUTORIALS

CHANNELS FACEBOOKANNOUNCEMENTS SECURITY TIPS

CHANNELS FACEBOOKBANKING TERMINOLOGY PHISHING ALERTS

CHANNELS FACEBOOKINFOGRAPHICS

CHANNELS FACEBOOKUSER COMMENTS

Guys, you’re great.I’m very satisfied by your services.

Well done guys, keep up the good work!!!

Positive comment for our social media presence

Proposal for new stuff

Positive comment on our services

Negative comment

CHANNELS FACEBOOKUSER COMMENTS

Positive comment on our services

You’re kidding, right???It’s a weekend and during the night hours when people our out, you upgrade the central system???!!!I can’t understand…Sunday and Monday night are bad for you???You always disappoint me.Stelios, Customer (only) of Piraeus Bank.

FORUMSCHANNELS TWITTER

CHANNELS TWITTER@winbank_tweets

> CUSTOMER SUPPORT !!!

> TECHNOLOGY NEWS | LINKS TO FB PAGE

> ANNOUNCEMENTS | PHISHING ALERTS

WHY “THINK GREEN”?

> NOT TRADITIONAL BANKING

> PUBLIC IS VERY INTERESTED

> STRONG ENVIRONMENTAL POLICY AND ACTION

> LOTS OF USEFUL CONTENT

FACT 1

Green washing: a term describing the deceptive use of green PR or green marketing in order to promote a misleading perception that a company's policies or products (such as goods or services) are environmentally friendly.

[source: wikipedia]

Green is extremely “in fashion” as a social responsibility pillar, even by companies that have no clear strategy for it.

FACT 2Piraeus Bank is indeed a GREEN bank

> ENVIRONMENTALLY ACTIVE SINCE 2003

> REDUCTION OF ENVIRONMENTAL FOOTPRINT

SOME EXAMPLES (1 of 2)

Our Green banking Corporate Badge

> EMAS CERTIFICATION FOR ALL BUILDINGS

FACT 2Piraeus Bank is indeed a GREEN bank

> PARTICIPATION IN EU R&D PROJECTS

> 43 GREEN BANKING BRANCHES

SOME EXAMPLES (2 of 2)

> LOTS OF WHITE PAPERS

> INNOVATIVE GREEN BANKING PRODUCTS

> GREEN “CORNERS” IN ALL OTHER BRANCHES

THE CHALLENGEHow do we communicate effectively our “Green DNA” without being filed under the Green Washing phenomenon?

How do we convert all the green content that the bank has produced into content accessible and useful to the public?

WHAT WE DID

Created a social media platform that targets everyone who is interested in environmental issues.

CHANNELSFACEBOOK

TWITTER

YOUTUBE

FLICKR

INFOGRAPHICS

DISCUSSION SAMPLES

TAKE THIS CONTENT, MAKE IT SIMPLER, GIVE IT A SOCIAL SPIN AND MAKE IT AVAILABLE TO THE PUBLIC

LARGE NUMBER OF GREEN-RELATED WHITE PAPERS, GLOSSARIES & HOW-TO GUIDES

INFO CENTER: A PRACTICAL WIKI FOR THE GREEN SECTOR

Info center - indicative page layout (under construction)

ANIMATED VIDEO TUTORIALS

FACEBOOK & IPHONE APPS: ENVIRONMENTAL FOOTPRINT

CROWD-SOURCING: DESIGN NEW WINBANK INTERFACE

BLOG | INFO CENTER IN OUR PORTAL

PHOTOGRAPHY CONTEST

VOTE FAVORITE CHARITY FOR DONATION BY BANK

6MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITYMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESSMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURINGMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITYMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURINGMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITYMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY

STATS winbank In a country of 10m inhabitants since 1 January 2011…

5.448 Facebook Fans

139 posts (generated by us)

1.902 comments/likes

538.263 Impressions

We ran a contest with

2.991 participants

5.745 Facebook Fans

104

mentions in other blogs/ sites

8.916 comments/likes

1.511.813 Impressions

We ran a contest with

1.583 participants

270posts (generated by us)

STATS Think GreenIn a country of 10m inhabitants since 1 January 2011…

EARNED MEDIA

in 40 sites

Now imagine the cost if we placed banners in these 40 sites…

Who do you trust more? Greenpeace or a paid ad banner?

WORD OF MOUTH IS IMPORTANT

RECOGNITIONEFMA: BEST SOCIAL MEDIA APPROACH IN EUROPE

RECOGNITIONTHEFINANCIALBRAND.COM TOP 400 TWEETING BANKS

RECOGNITIONCASE STUDY by DATAMONITOR

RECOGNITIONUSER COMMENTS

Congratulations, your effort is really seriousand you do something that no other bank in Greece dares to do. I hope you go on, you look

much more human than other bank…

“You can’t just ask customerswhat they want andthen try to givethat to them.By the time you get itbuilt, they’ll wantsomething new.”

STEVE JOBSCEO, APPLE

CHRISTOS SIRMAKEZIS

STEP 2: SELECT POST CATEGORIES FOR OUR INFO CENTER & BLOG BASED ON KEYWORD STRATEGYWe have just started…

Thank You!

YEARS1O

MISSION : e-POSSIBLE !MISSION :

IMPOSSIBLE ?

attracting consumers through social media

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