oranje is doelen stellen, social business @ ing nederland
TRANSCRIPT
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Social Media Congres 2013, #SMC13
Amsterdam 19 september 2013
Frank Jan Risseeuw ( @fjrisseeuw), Social Media Manager HUB ING NL
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Oranje is doelen stellen | Social Business
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Oranje is Betrokken Online 1
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Positionering ook in Social Media:
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MarCom 2013 5
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Als antwoord op een veranderend medialandschap:
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8 18-9-2013 Social Media Inspiration Day #SMM6
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20 09
20 12
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Studenten
Nederland
Winnaar
3 april 2013
grote storing
Windows app
sneak preview
via social media
Rijksmuseum
viral via soical
media
#vindikoranje 20 10 20 11
Staatsteun
Augmented Reality
ING Pirateneiland
SAIL 2010
Ondernemers
START WEBCARE
INGnl_webcare
Start
Conversation
Center
Nieuwsroom
INGnl_nieuws
Start SMH
Editie 2
Editie 1
Week lang trending
topic #wvod
ING social groeipad
19-9-2013 Social Media Congres #SMC13
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Start-up
Social Media Social Marketing Social Business
Listen
EN
GA
GE
PERFORM
Webcare
RE
PU
TA
TIE
STRATEGIE
KPI
Reactief
Dialoog
Ca
mp
ag
ne
s
PR
OA
CT
IEF
MARKETING
Conversation
Company Integratie met kanalen
SOCIAL
DATA
Op
tima
lisatie
Interne richtlijnen
Interne
medewerkers
2013 2012
End state
19-9-2013 Social Media Congres #SMC13
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Social Media Hub 2
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Social Media Hub:
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Social Media Metrics:
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Directe Business Impact
PINNIEMAAT 3,5% conversie van post naar
openen kinderrekening
FAN FEEDBACK Input voor scrum teams
door de meest betrokken Facebook fans
SALES DOOR FACEBOOK 10% conversie van post naar
deelname bij spaaractie
RECRUITMENT & SOCIAL MEDIA
Daling van de recruitment kosten in de afgelopen 5 jaar
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Webcare 3
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Ontwikkelingen Webcare:
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Ontwikkelingen Webcare:
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Serviceniveau en waardering:
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Serviceniveau en waardering:
KLACHT.nl AWARDS 2013
MARKETINGFACTS
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Conversation Center 4
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22 18-9-2013 Social Media Inspiration Day #SMM6
Dialoog
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Ondernemers
Studenten
Ouders
Producten
Diensten
Life events
Diversiteit aan dialoog
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Ondernemers
Studenten
Ouders
Producten
Diensten
Life events
Diversiteit aan dialoog
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Ondernemers
Studenten
Ouders
Producten
Diensten
Life events
Diversiteit aan dialoog
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Diversiteit aan dialoog
Ondernemers
Studenten
Ouders
Producten
Diensten
Life events
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Diversiteit aan dialoog
Ondernemers
Studenten
Ouders
Producten
Diensten
Life events
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Greep uit de social campagnes 2013
STUDENT STARTER Pitch met studenten en hun
gouden business idee
WEEK V/D ONDERNEREMER Week lang trending topic met
engaging content
BEYONCÉ CREDITCARD Upload jouw ultieme Beyoncé
VIP foto en win kaarten
SPAARSUPPORTER ACTIE ING helpt spaardoelen te
realiseren bij klanten
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Activatie Rijksmuseum
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Externe Communicatie 5
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Externe communicatie
OP MAAT AANPAK PR content hebben een
expliciete social media focus op influentials en bereik
HANDVATEN INTERN Richtlijnen en tips voor
medewerkers die actief willen zijn op social media
ONDERZOEKEN 2 grote onderzoeken naar impact social media op PR
SOCIAL MEDIA & PR CONGRES
2 daagse conferentie met merken als LEGO & MTV
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Mobiel Bankieren App Service webcare
Beschikbaarheid MING/iDeal Vertragingen betalingsverkeer
ING Social media & PR summit Opbrengst steun ING voor staat
Oranje is ING” ING webcare Mobiel bankieren app.
Evt. steun van ING aan SNS REAAL Vertraging van het ontvangen van de kinderbijslag Klantenservice.
Salarissen van topbestuurders de gevolgen voor ING van crisis Cyprus Storingen internetbankieren.
Nieuwe commercials ING als werkgever Service webcare
Sentiment
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ING Ambassadeurs en Orange Experts
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Next steps 6
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Organisatie
ING AMBASSADORS ING medewerkers op social
media (eigen naam)
DIRECTIE & Sr. Mngt Actievere rol van directie en sr. management op social media
ORANGE EXPERTS Actief uit naam van ING op een
bepaalde expertise
SOCIAL MEDIA HUB Dagelijks social media
monitoren, content & dialoog
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Start-up
Social Media Social Marketing Social Business
Listen
EN
GA
GE
PERFORM
Webcare
RE
PU
TA
TIE
STRATEGIE
KPI
Reactief
Dialoog
Ca
mp
ag
ne
s
PR
OA
CT
IEF
MARKETING
Conversation
Company Integratie met kanalen
SOCIAL
DATA
Op
tima
lisatie
Interne richtlijnen
Interne
medewerkers
2013 2012
End state
18-9-2013 Social Media Congres #SMC13
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• Van early adopter aangekomen in een mature fase
• Social Media > social marketing > social business blijft daarbij de leidraad voor de komende jaren.
• Het sentiment richting banken blijft neutraal/negatief maar de ruimte om via de kernwaarden van de
ING (persoonlijk en deskundig) betrokken te zijn bij Nederland neemt toe. Dialoog staat centraal.
Key succesfactoren voor de next step richting social business:
1. Organisatie brede aanpak voor cruciale integratie
2. Duidelijke doelstellingen met bijbehorende groeipaden
3. Investering in IT en data systemen
Oranje is doelen stellen:
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Vragen? 7
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Presentatie: www.slideshare.net/ingnl
Infographic: www.flickr.com/ingnl
Video: www.youtube.com/ingnl
Frank Jan Risseeuw | ING Nederland @fjrisseeuw [email protected]
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