Download - Social, business as usual
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Social, Business as usual 5 dimensies van een succesvolle Social Business
Webwinkel Vakdagen 2015 | #WWVD15 | ING
Frank Jan Risseeuw | Manager Social Media | @fjrisseeuw
Webwinkel Vakdagen 2015 | #WWVD15
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Veranderend klantgedrag en
technologische ontwikkelingen zorgen
voor een andere (digitale) bank
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Brands are humans
and humans are
brands
Start acting as a
human online
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Orange Promise
Empowering people to stay a step
ahead in Life and in Business
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Social Service Social Marketing
Impact van social media blijft toenemen
• 600.000 uitingen aan of over ING
• 36.000 cases
• NPS +35
• Responsetijd <1 uur: 95%
• + 500.000 volgers 59%
• 48 mln weergaves van postings
• 2 mln interacties
• Conversie van 4% naar ING.nl
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Start monitoren
social media
Q3 2008
Start webcare
Q4 2009
Ondernemers
Q3 2010
Q3 2011
Q4 2012
#1 bedrijf van NL
Q4 2012
Nieuwe accounts
Social Media ontwikkelingen
INGnl_nieuws
Q4 2012
Studenten
Organisatie
Q4 2013
Campagnes
Q3 2014
#1 bedrijf van NL
INGnl_economie
INGnl_werkenbij
Webwinkel Vakdagen 2015 | #WWVD15 | ING
Nederland
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Organisatie (I)
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Organisatie (II)
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Marketing & Sales
Innovatie & Ideeën
Empoweren
Medewerkers (Self-) Service & Support
Branding & Reputatie
Management
Social Business – 5 dimensies
1 2 3 4 5
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(Self-) Service & Support
Webwinkel Vakdagen 2015 | #WWVD15 | ING
1
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Dialoog piramide
Webwinkel Vakdagen 2015 | #WWVD15 | ING
Compleet met empathie
Oplossen probleem
Waarom vragen
Eerlijk en verklarend antwoorden
Meer service & commerciële haakjes
Denken hoe we klant nog verder kunnen helpen
Kaartje, foto reply, filmpje…
Verschil maken voor de klant en verrassen
Proactieve service
Deskundig en transparant
Persoonlijk en betrokken
Creatief Verrassend Innovatief
Onderscheidend
Basis
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Emotionele Brand experience
Webwinkel Vakdagen 2015 | #WWVD15 | ING
Deskundigheid voorop
maar vergeet niet de
menselijke kant, je bent
immers in een gesprek
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Search Online
Bankieren
Samen met anderen
Door de klant
Self-service - online
Met ING
ING Service Online
ING Service Offline
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Marketing & Sales
Webwinkel Vakdagen 2015 | #WWVD15 | ING
2
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Integratie binnen marketing
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Visueel
Belastingtips
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Social by design
WK campagne
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Social Media funnel
Webwinkel Vakdagen 2015 | #WWVD15 | ING
Bereik Engagement Traffic naar je
website conversie
€
Gelezen pagina’s
Afgeronde tools
Afsluiten / inleggen van producten
App downloads
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Branding & Reputatie Management
Webwinkel Vakdagen 2015 | #WWVD15 | ING
3
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Social Media
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Storytelling
Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Brand journalism
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Empoweren Medewerkers 4
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4de pijler binnen marketing
Webwinkel Vakdagen 2015 | #WWVD15 | ING
Employed media
Earned Media
Owned Media
Paid Media
4 3 2 1
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Innovatie & Ideeën
Social Media haalt klantfeedback
naar de oppervlakte zonder dat je
daar om vraagt, maar doe er wel
wat mee
5
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Social Media Inspiration Day | #SMM7
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Marketing & Sales
Innovatie & Ideeën
Empoweren Medewerkers
(Self-)Service & Support
Branding & Reputatie Management
Creëren van advocates Managen van reputatie
Klanttevredenheid
Genereren van
inkomsten
Verbeteren van
de merkvoorkeur
Social Business – plot jezelf en je concurrenten
Huidige situatie
To-be situatie
5 4 3
2 1
Rank je huidige en
to-be performance
0) Niet relevant
1) Matig
2) Basis op orde
3) Klantverwachting
4) Onderscheidend
5) Leidend
0
5
1
2
3 4
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Uitdagingen Acties
• Veranderende klantgedrag
• Technologische ontwikkelingen
• Be a Human online
• Verdere Integratie in de business
• Het begint bij een goede interne organisatie
• Bekijk social media via de 5 dimensies
• Maak het onderdeel van je customer journey
• Meet, experimenteer en daag jezelf uit
Tot slot
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Webwinkel Vakdagen 2015 | #WWVD15 | ING
Contact:
Frank Jan Risseeuw | [email protected]
@fjrisseeuw
Presentatie | www.slideshare.net/ingnl