8th CEE Retail Banking Conference, 11 October 2011, Budapest Organized by Fleming Europe Presentation given by Sotiris Sirmakezis, Deputy General Manager, Piraeus Bank

1. ATTRACTING CONSUMERS
THROUGH SOCIAL MEDIA
• 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
SOTIRIS SIRMAKEZIS |DEPUTY GENERAL MANAGER | eBUSINESS SECTOR | PIRAEUS BANK

2. “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 what
matters

3. THE ACTUAL AGENDA
1 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

4. Sotiris Sirmakezis
Deputy General Manager
87, Sygrou Ave., 117 45 Athens, Hellas, Tel.: +30 210 9294065
Fax: +30 210 9294020, e-mail: sirmakezis@winbank.gr
DIRECT SERVICES
Sotiris Sirmakezis
Managing Director
8, Gamveta St., 114 50 Athens, Hellas. Tel.: +30 210 9294065
Fax: +30 210 9294020, e-mail: sirmakezis@winbank.gr

5. OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRA
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRA
ROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK
ACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS B
PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBA
CKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BA
AEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK
& WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACK
IRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBA
BANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUN
OUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK &
D: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WIN
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: P
GROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK
BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEU
UND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK &

6. Piraeus Group timeline
International
Piraeus Tirana Marathon Piraeus Piraeus Piraeus Piraeus Piraeus
London
Bank Bank, Bank, Bank Bank Bank Bank ICB Bank
branch
Bulgaria Albania USA Romania Egypt Beograd Ukraine Cyprus
1996 - 1999 2000 - 2003 2004 - 2008 2009 - 2011
Establishment Processes and IT Strong Domestic Franchise Weathering the
of „critical mass‟ Harmonization International Expansion Economic Crisis
1916 1918 1991 1993 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Macedonia Merger of
Foundation Piraeus Credit Agreement Agreement
Listing Chase - National Piraeus,
of Piraeus Bank Lyonnais Xiosbank ETBAbank with BNP with Victoria
on ATHEX Manhattan Thrace Westminster Macedonia
Bank Privatisation Hellas Wealth Mngt Ins. (Ergo)
Bank Thrace, Xios
Domestic
6

7. Building the Electronic “Bank”
Mutual Consumer Credit
Funds Loans
Cards
Investments Mortgage
Loans
Stocks Every new device & channel, Bill
Deposits every new product & service Payments
adds VALUE to our RELATIONSHIP Remittances
Mass
with our CUSTOMER Large
Retail
Corporate
Affluent
Private Small SME
Banking Gen-Y Business

8. Web Banking Cards Online Mobile Banking
CHANNELS
PERSONAL BUSINESS INTERNET SMARTPHONE
ONLINE STOCK BROKERAGE MOBILE BROWSER
IVR
MULTI-COUNTRY x 6 TEXT / SMS
ATM Network Phone Banking easypay kiosks
BRANCH AGENT CASH PAYMENTS
OFF-SITE IVR TICKETS, PASSBOOKS
Debit Card paycenter easypay web
ATM PHONE ONLINE SHOPS www.easypay.gr
EFT/POS TELLER CALL CENTERS 18-28-38
SERVICES
weBuy Prepaid SEPA Direct Debits easypay mobile
Alerts Air-time Top-Up Instant Cash
TEXT / SMS ALL OPERATORS ATM
E-MAIL ALL VALUES PHONE
PHONE CALL ALL CHANNELS WEB
NOTIFICATION SMARTPHONE

9. Public Web Sites Social Media Banner
Campaign
Optimization
INTERACTIVE
INFORMATION ARCHITECTURE FACEBOOK
MARKETING
CONTENT MANAGEMENT
PAGE DESIGN
TWITTER
Online
SEARCH ENGINE OPTIMIZATION Reputation
YOUTUBE
Management
GREECE & ABROAD FLICKR
Search Engine
BANK & AFFILIATES
Marketing
Direct Public Web Sites
ONLINE
SALES
www.winbankdirect.gr www.piraeusbank.xx
 18-200 DESIGN – SEO - WCMS

10. The winbank timeline
air-time top-up
2006
alerts on accounts
2002
winbank direct
2010
easypay machines
easyPassbook
internet banking ATM personalization
2000
phone banking
mobile banking
extraPIN SMS
2004
ATM easyticketing
2008
Visa Direct
browser-based
mobile banking
2000 2012
winbank “international”
paycenter
2005
2001
winweb
2009
internet banking v2 www.easypay.gr social media
www.winlife.gr winbank for cards Vodafone
easypay
extraPIN Generator
2011
2007
alerts πιςτωτικών καρτών
2003
weBuy Prepaid MasterCard smartphone
winlife Visa credit card
Instant cash banking
www.syndromes.gr

11. Quality: 3rd-party evaluation
Greece Europe World
The Pan-european Microsoft Worldwide
Banking Technology Innovation Award
Awards
European Financial
Marketing Association
Innovation Award
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

12. E: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SO
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE
HE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCI
NG THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BE
HE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCI
G THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEF
AYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL M
TING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS
ORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GET
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE D
RE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE S
DIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE:
G THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BE
HERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFOR
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE

13. “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

14. FORUMS
> CUSTOMERS TALKING ABOUT US IN FORUMS
> WE JUST STOOD AND LISTENED
> BANK NOT READY TO PARTICIPATE
> LESSON LEARNED: … (next slide)

16. ONLINE REPUTATION
> BLOGGERS CAUSING NEGATIVE PUBLICITY
> ONLINE WANNABE ACTIVISTS
> INFORMATION GAP FILLED BY THIRD PARTIES
> LESSON LEARNED: BE EXTROVERT!

18. USER COMPLAINTS
> SERIOUS AND REPETITIVE AVAILABILITY ISSUES
> I.T. : RELUCTANCE TO ADMIT PROBLEMS
> GROWING NUMBER OF COMPLAINTS BY USERS
> I.T. : THEY “FEEL” THE PROBLEM
> LESSON LEARNED: OPPORTUNITY TO LOOK INWARDS

19. THE “OLD” MARKETING
> ALL ONLINE CAMPAIGNS TOTALLY OUTSOURCED
> INTRO TO SOCIAL MEDIA BY E-BANKING DIVISIONS
> “WTF WE NEED YOUTUBE FOR???”
> LESSON LEARNED: FOLLOW YOUR HEART, EVEN IF
YOU HAVE TO BE DISRUPTIVE

21. Interactive Marketing: social media
You read a blog
You visit a friend’s page / You update your profile
You visit a friend’s page
You update your profile

22. BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING
DING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE
NTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIV
AM BUILDING THE APPROPRIATE BUILDING THE APPROPRIATE INTERACTI
G THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APP
INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIV
DING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE
PRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
ETING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM
E APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPR
ING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM
NG THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE AP
ILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING TH
THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPRO
ATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
DING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE A

23. Public Web Sites Social Media Banner
Campaign
Optimization
INTERACTIVE
INFORMATION ARCHITECTURE FACEBOOK
MARKETING
CONTENT MANAGEMENT
PAGE DESIGN
TWITTER
Online
SEARCH ENGINE OPTIMIZATION Reputation
YOUTUBE
Management
GREECE & ABROAD FLICKR
Search Engine
BANK & AFFILIATES
Marketing
Direct Public Web Sites
ONLINE
SALES
www.winbankdirect.gr www.piraeusbank.xx
 18-200 DESIGN – SEO - WCMS

24. NOT A ONE-MAN SHOW
Other
Units Business
Development
Division
Electronic Banking
Division’s
Interactive Marketing
Team
Business
Units
*
I.T.
Division
Marketing
Division
Interactive Marketing
* Forrester Research, 2010 Center of Excellence

25. CONTENT STRATEGY
Content
Taxonomies Metadata CMS
Controlled Inventory
Scheme Customization
Vocabularies
Wireframes
Navigation Information
Software
Maps Architect Analysis
Developer
Content
Interaction Mapping
Migration
Designer Search Engine Plan
Optimization
Content
Page Strategist Brand
Templates
Strategy
User Flows
Copy
Production Copywriter Editorial
Strategy
Visual
Designer Style Governance Advertising
Guides Model Models

26. TITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL
UR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL M
TTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
DE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR
TITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
GAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTIT
IAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAIN
ST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE
UR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL M
E AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR A
EDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SO
SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE A
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL
MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST
NST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUD

27. FACT (?)
“A brand is no longer what we tell the consumers –
it is what the consumers tell each other it is.”
Scott D. Cock, Founder of Procter & Gamble

28. FACT (?)

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

30. FACT
*
* Brett King, author of “Bank 2.0”

31. OLD WAYS NEW WAYS
Broadcasting Messages Building Relationships
Bought Media Earned Media
Building the brand name Building Value
Inside-Out Outside-In

32. WHAT’S IN IT FOR US?
Our products & brand come only as an
afterthought…

33. OUR PRINCIPLES
> USE CONTENT WITH VALUE
> EMPHASIZE ON WHAT YOU DO WELL
> BE HONEST
> BE OPEN
> ADMIT MISTAKES, APOLOGIZE

34. POSITIONING
> DISCUSS, INFORM, EDUCATE
> TALK ABOUT NON-BANKING ISSUES
> TRIGGER & ACTIVATE THE COMMUNITY
> DO NOT HEAVILY PROMOTE THE BRAND
> DO NOT PUSH PRODUCTS

35. CONTENT
> NEWS, ANNOUNCEMENTS, ALERTS
> SAVING TIPS, SECURITY TIPS
> QUIZZES & CONTESTS
> NO PRODUCT PUSHING
> LATERAL POSTS (TECHNOLOGY, GREEN etc.)
> TUTORIALS, INFOGRAPHICS

36. 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

37. CONTENT STRATEGY &
POSTING RULES
> STREAMLINED SOCIAL CALENDAR | 1-2 POSTS PER DAY
> WEDNESDAY (PEOPLE GO “VIRAL”): INFOGRAPHICS & VIDEOS
> MONDAY (WEEK STARTS): RELAXED POSTS
> FRIDAY (WEEK ENDS): IDEAS FOR THE WEEKEND
> MEASURE RESPONSE RATES AND FINE-TUNE
> CONTENT MUST BE SEARCH ENGINE OPTIMIZED (SEO)

38. CUSTOMER JOURNEY
SCENARIO 1: SHARE OF MIND
SCENARIO 2: TOWARDS CONVERSION

39. SCENARIO 1: SHARE OF MIND
1 2 3
gain his
on social media or
A tech-savvy
visits our info share of mind
user … as a technologically
center …
advanced bank!
follows us … and we gradually …

40. SCENARIO 2: TOWARDS CONVERSION*
1 2 3
Web user SEO-optimized User reads the
searches for Info Center “Photovoltaic
“Photovoltaic Content ranks Park: HOW-TO
Parks” among top Google guide”…
results
“Parks”, not “loans”!!!
* Use social media content to improve SEO ranking & create leads to website

41. SCENARIO 2 (cont.)
4
He finds a Infocenter logo
message that
prompts him to
visit the
Piraeus Bank
corporate Green
Products Section Do you
believe
Indicative that a
wireframe for photo-
voltaic
info center park is a
content page solution
for you? Sample
Learn
Message
more on
how you
can
finance
it!

42. MENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOC
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION:
SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATF
MENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SO
ATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL M
ORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTAT
ON: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL ME
LEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR
DIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPL
MPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OU
TION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL M
PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEME
SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLAT
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION:
NTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIA
MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS

43. PLATFORMS
winbank
Think Green

44. WHY a “winbank” page?
> CUSTOMER EXPERIENCE-RELATED SERVICE
> ONLINE BRAND
> NOT THE TYPICAL BANKING ACTIVITY

45. CHANNELS YOUTUBE
TV CHANNEL

46. CHANNELS FACEBOOK
WELCOME TAB

47. CHANNELS FACEBOOK
SUPPORT REQUEST

48. CHANNELS FACEBOOK
TV COMMERCIALS TUTORIALS

49. CHANNELS FACEBOOK
ANNOUNCEMENTS SECURITY TIPS

50. CHANNELS FACEBOOK
BANKING TERMINOLOGY PHISHING ALERTS

51. CHANNELS FACEBOOK
INFOGRAPHICS

52. CHANNELS FACEBOOK
USER COMMENTS
Guys, you‟re great. Well done guys, keep up the good
I‟m very satisfied by your services. work!!!

53. CHANNELS FACEBOOK
USER COMMENTS
Positive comment on our services
Positive comment for our social media presence
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. Proposal for new stuff
Positive comment on our (only) of Piraeus Bank.
Stelios, Customer services
Negative comment

54. FORUMS
CHANNELS TWITTER

55. CHANNELS TWITTER
@winbank_tweets
> CUSTOMER SUPPORT !!!
> ANNOUNCEMENTS | PHISHING ALERTS
> TECHNOLOGY NEWS | LINKS TO FB PAGE

56. WHY “THINK GREEN”?
> NOT TRADITIONAL BANKING
> STRONG ENVIRONMENTAL POLICY AND ACTION
> PUBLIC IS VERY INTERESTED
> LOTS OF USEFUL CONTENT

57. FACT 1
Green is extremely “in fashion” as a social
responsibility pillar, even by companies that have
no clear strategy for it.
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]

58. FACT 2
Piraeus Bank is indeed a GREEN bank
SOME EXAMPLES (1 of 2)
> ENVIRONMENTALLY ACTIVE SINCE 2003
> REDUCTION OF ENVIRONMENTAL FOOTPRINT
> EMAS CERTIFICATION FOR ALL BUILDINGS
Our Green banking Corporate Badge

59. FACT 2
Piraeus Bank is indeed a GREEN bank
SOME EXAMPLES (2 of 2)
> PARTICIPATION IN EU R&D PROJECTS
> LOTS OF WHITE PAPERS
> INNOVATIVE GREEN BANKING PRODUCTS
> 43 GREEN BANKING BRANCHES
> GREEN “CORNERS” IN ALL OTHER BRANCHES

60. THE CHALLENGE
How 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?

61. WHAT WE DID
Created a social media platform that
targets everyone who is interested in
environmental issues.

62. CHANNELS
FACEBOOK
TWITTER
YOUTUBE
FLICKR

63. CONTENT CATEGORIES
BIODIVERSITY | GREEN BUSINESSES | WASTE REMOVAL | WATER MANAGEMENT
RECYCLING | ENERGY SAVING | GREEN ROOFS | GREEN ECONOMY
GREEN TRANSPORTATION | GENERAL TOPICS | ECO-TOURISM | GREEN CHEMISTRY
RENEWABLE ENERGY | INDUSTRIAL ZONE REHABILITATION | ECO-PARKS
ECO-FRIENDLY ORGANIZATIONS | ECO-FRAMING | ENVIRONMENTAL FOOTPRINT

64. INFOGRAPHICS

65. DISCUSSION SAMPLES

66. DISCUSSION SAMPLES

67. INFO CENTER: A PRACTICAL WIKI
FOR THE GREEN SECTOR
LARGE NUMBER OF GREEN-RELATED
WHITE PAPERS, GLOSSARIES & HOW-TO
GUIDES
TAKE THIS CONTENT, MAKE IT SIMPLER,
GIVE IT A SOCIAL SPIN AND MAKE IT
AVAILABLE TO THE PUBLIC
Info center - indicative
page layout (under construction)

68. 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

69. RING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & Q
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUA
NG SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QU
URING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY &
SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUAN
URING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY &
UANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCC
ASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY
QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEA
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUAL
SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANT
TY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURIN
QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEAS
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUA
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUAL
UALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASU

70. STATS
In a country
winbank
of 10m inhabitants since 1 January 2011…
5.448 Facebook Fans 1.902 comments/likes
538.263 Impressions
139 posts (generated by us)
We ran a contest with
2.991 participants

71. STATS
In a country
Think Green
of 10m inhabitants since 1 January 2011…
5.745 Facebook Fans 8.916 comments/likes
1.511.813 270Impressions
posts (generated by us)
We ran a contest with
1.583 participants
104
mentions in other blogs/ sites

72. EARNED MEDIA

73. WORD OF MOUTH IS IMPORTANT
Now imagine the cost if we placed
banners in these 40 sites…
Who do you trust more? Greenpeace or a
paid ad banner?

74. RECOGNITION
EFMA: BEST SOCIAL MEDIA APPROACH IN EUROPE

75. RECOGNITION
THEFINANCIALBRAND.COM TOP 400 TWEETING BANKS

76. RECOGNITION
CASE STUDY by DATAMONITOR

77. RECOGNITION
USER COMMENTS
Congratulations, your effort is really serious
and 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…

78. “You can‟t just ask
customers
what they want and
then try to give
that to them.
By the time you get it
built, they‟ll want
something new.”
STEVE JOBS
CEO, APPLE
CHRISTOS SIRMAKEZIS

79. STEP 2: SELECT POST CATEGORIES FOR
We have just started…OUR
INFO CENTER & BLOG BASED ON KEYWORD STRATEGY

80. 1OYEARS
MISSION : :IMPOSSIBLE ?
MISSION e-POSSIBLE !