media, emerging comm tech & payments v4 march 2012
DESCRIPTION
A talk provoking forward thinking with regards to social media, mobile, and mobile payments. What are the opportunities for tapping into networks and advancing marketing & PR alongside the rise of mobile payments?TRANSCRIPT
Media, Emerging
Communication Technologies,
and the Payments Industry
Michael Netzley, PhD
Diffusion through social technologies is creating….
A more dynamic
and complex
communication
environment.
“Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition.”
Marshall McLuhan
What It Boils Down To
Network
Agency
1995 The Internet phenomenon becomes the first disruptive technology to impact banks
2003 Internet banking transactions exceed branch transactions in most developed economies for the first time
2007 The launch of App phone, 3G, and WiFi represents second disruptive technology for banks
2010 Internet banking revenues exceed branch-led revenues in the US and UK markets for first time
Sou
rce: Brett K
ing, B
ank 2
.0
We Have a Powerful New
Touchpoint
Unlike Push Messaging….
Which Leaves No Residual
The Internet & Mobile Leave….
Networks
MasterCard Mobile Payments Gateway : open mobile payment processing platform enabling financial institutions and mobile operators to deliver mobile payments solutions through MasterCard’s Worldwide Network
MoneySend : P2P transfers by entering recipients mobile phone number
Partnership with Google Wallet: Exclusive credit card issuer for Google Wallet, using PayPass tap-to-pay system
Mobile PayPass: enables mobile devices to perform payment transactions at merchant locations with PayPass-enabled point-of-sale terminals
Sou
rce: Brett K
ing, B
ank 2
.0
Social Technologies Enable….
New Expectations & Behaviors
In the
Near Term
Internet: Enables a Shift in
Behaviors and Expectations
• “About Me”
• POS, customer service, and traditional
marketing no longer the primary touchpoints
• Analytics are enabling real-time data
• Banks: branch offices becoming
comparatively less important
Singapore…It’s Coming
© 2011, Michael Netzley, PhD
SG Survey Research, Online
What
Customers
Will Want….
Improve
My Life
So
urc
e: B
rett K
ing, B
an
k 2
.0
What
Customers
Will Want….
Respect
My Time
So
urc
e: B
rett K
ing, B
an
k 2
.0
What
Customers
Will Want….
Save Me
Money
So
urc
e: B
rett K
ing, B
an
k 2
.0
“Companies have been using social media
primarily as a general communications
tool….that is about to change, as
businesses discover its value as an
essential tool for customer engagement—
lead generation, immediate customer contact, and customer interaction.”
Josh Gordon, SocialMediaToday
White Paper
Ovum Global Customer Service
Study
• The percentage of
BRIC respondents
who have sought
customer service
via social media 32%
Ovum Global Customer Service
Study
• The percentage of
mature-market
respondents who
have sought
customer service
via social media
10%
Asia Corporate SM Activity
Source: Burson-Marsteller Report
APAC Uses of Corporate SM
Source: Burson-Marsteller Report
Piecemeal, Unsustained Efforts in APAC
Source: Burson-Marsteller Report
Internet Enables & Accelerates This
• Today you can purchase a Malaysia
Airlines ticket within Facebook
– No more redirect to a sales site
– People around the globe are in Facebook
• People are learning to use digital channels
in new ways
• Competition reveals the success stories
Connected 24x7
Increases productivity and
speed of execution
Customer service is no
longer limited to stores
and telephones
Communicating sans boundaries
Your Silos
Cannot
Impede Their
Experience
People everywhere are communicating around their similar
interests
They are communicating
continuously with mobile technology
Conversations are rapidly migrating from websites to social networks
The future is social business…and IBM
values this as eventually being a $100billion industry
Luxury Communities
Co
mp
lex
ity o
f
Ch
an
ne
l D
iffu
sio
n
in A
PA
C
Asia: Where the Growth is At
22% 21% 19% 18% 17% 16% 16% 15%
29% 29% 28% 27% 26% 26% 25% 25%
34% 35% 38% 39% 40% 41% 42% 43%
9% 9% 9% 9% 10% 10% 10% 10%
5% 6% 6% 6% 7% 7% 7% 7%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012
North America Europe
Asia, Asia Pacific, and Oceania Latin America and Carribean
Middle East and AfricaPerc
en
tag
e o
f W
orl
dw
ide O
nli
ne P
op
ula
tio
n
Source: JupiterResearch Worldwide Internet Population Model
(3/08)
Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech,
SG
SG: 2009-2012 Online Behavior
N = 1947 for 2009, 2010, 2011, and 2012 © Michael Netzley, PhD, 2012
SG: 2012 Top 6 Online Activities
© Michael Netzley, PhD, 2012
SG: 2012 Bottom 6 Online Activities
© Michael Netzley, PhD, 2012
© Michael Netzley, PhD, 2012
© Michael Netzley, PhD, 2012
© Michael Netzley, PhD, 2012
Look to China: Leading Practices
• Communication is
Real-time
• Create Compelling
Content
• Senior Leadership
Delivers Thought
Leadership
• Create Compelling
Content Jeremy Woolf, Text 100
Massive Talent Shortage in APAC
Gap in Management – Channel
Expectations
In the Long Term—3+ Years
Mobile Will Amplify
These Changes
Location-
Based
Services
Early evidence suggests location-
based advertising yields
significantly higher conversion rates
with direct response modes, such
as click-to-locate and click-to-
navigate compared to non-location
based advertising.
- Dominique Bonte,
ABI research
Apps Give Direct-to-User
Communication
Integrated Marketing & Corporate
Communications
Measure: Eyeballs to Engagement
Heidi
Miller,
2011
Report the Right Information
Time-Tested Analytics
Demographic
Contextual info, but lacking nuanced
insights
Product
Data matching product types for
cross and up selling.
Psychographic
Netizen self-expressions =
lifestyle marketing
opportunity
Behavioral
Matching content to audience’s previous behaviors
Referral
Customer feedback & intelligence from ratings
Future Challenges with Analytics
Location Data
Check-ins = opportunity for
contextual info & push messaging
Intention Data
Most inaccurate; Right messaging in advance through
prediction
Reporting Differs by Role
Three Different Audiences
Executives
Sales Revenue
Costs Reputation
Internal Stakeholders
Share of Voice
WoM Cust. Support
Insights
Community Managers &
Agencies
Vists Fans
Search Terms
ROI Pyramid Summary
Net Promoter Score
Don’t Limit
Your Efforts
by Insisting
on Classic
ROI
Sta
ffin
g D
em
an
ds
Wil
l
Inc
rea
se
