1. Planning, Building Integrated
Online Presence for Banks:
The role of Social Media in customer care
Fadi Sabbagha, CEO/Founder, Born Interactive
@fadisabbagha , @borninteractive
Social Media Week Beirut
September 19, 2010
2. Born • Since 1996
• New Media Agency
Interactive • Our Mission is to offer creative,
innovative and result-generating
state-of-the-art digital and
interactive communication
solutions and experiences that
address the evolving needs of local,
regional and global institutional
and corporate clients
Over 15 years of Interactive Media and Web Experience
Today:
Web, Mobile, Social Media
7. Online •
•
Connected
Web 2.0, 3.0
Presence: • Broadband
Where Are • Rich Media
• Infinite content
We Today? • UGC
• Web, Mobile, Tablets
• Social Media, Power to the people!
• Etc.
8. Online
Presence: Evolu2on
of
so5ware
Where Are
We Today?
How
people
Evolu2on
of
interact
Evolu2on
Technology
with
of
Data
content
Evolu2on
of
Networks
13. Diversified
Social Media
Channels Blogging
Micro- Micro-
sites blogging
Imagery RSS
Social Media
Chat Platforms Widgets
Forums Networks
Podcasting Video
15. Conventional
Communication Vs.
Social Media
Communication Social Media
Brand In Control Audience in Control
Two Way/Being part of the
One way / Delivering a Message
Conversation
Repeating the Message Adapting the Message
Focused on the Audience / Adding
Focused on Brand
Value
Educating Influencing, Involving
Organization Creates Content User created content / co-creation
Source: What is next in Media by Neil Perkin
17. Corporate Websites
Internet Banking
Micro-sites
Social Media Optimization
Mobile Banking
Practice Website
Social Media Activation
Banks’ Online Presence
Islands of Initiatives
CRM
Online Campaigns
Mobile Apps
21. Set • Strategic or Tactical
• From information and update to
Objectives relationship marketing
• Campaign support activities:
microsites or punctual activation
campaigns
• Brand Building
• Attracting new customers
• Retaining current customers
Try to set KPIs • Raise awareness, drive message,
make statement, show social
responsibility, etc.
• Service
• Increase loyalty
23. Target • Know your website target
audience? Short Term, Long Term,
Audience etc.
• Where is your audience available?
Where do they spend most of their
time
• Who and where are my
evangelists?
• What sites/devices are the most
popular with these groups?
24. Target •
•
Lebanon and diaspora
Diversified
Audience • Connected
• Short attention span
• Highly solicited
Consumer
Social Consumer
• Empowered by Social Media
25. The Social • Consumes information and learns
about breaking news through sites
Consumer like Twitter and Facebook.
• Learns about new products through
social channels and networks.
• Is wise to unsolicited promotions
and trusts only relevant
information.
• Desires conversation with the
brand rather than one-way
messages.
• Expects brands to be active in the
same social media sites he/she
hangs out in.
• Wants brands to listen, engage and
respond quickly.
26. It is of extreme importance to
reach your customers in their
online natural habitat!
27. • Retail banks can use Facebook, YouTube, and
Banking On other new platforms to better reach their
“Generation C” customers.
Social Media • Banks will benefit by using the direct,
unfiltered feedback they receive from their
customers to develop and improve their
(Booz & Co.) services.
• Key opportunities:
– Reaching customers. In developed
markets, virtually every member of
Generation C uses the Internet — and
almost two thirds use social networks —
to access information, entertain
themselves, and stay in touch with
friends and family.
Web -> more than only information and
standard transactions
– Reducing costs. Effectiveness,
communicate, boost loyalty and develop
crossselling and upselling
opportunities
– Restoring confidence
• Consumers are turning to online advice from
peers as a source of valued financial
information.
29. Audit & Plan Resources • Existing bank content review
Content • New content requirements
• Normalization requirements
• Content segmentation
requirements and strategy
• Content packaging/editing
requirements and strategy
• Search and indexing requirements
30. Audit & Plan Resources Profile and Products and Media Room
Presentation Services § News
Typical Bank § About
§ Mission and Vision
§ Accounts
§ Cards
§ Events
§ Publications
Public
§ History § Loans § Newsletter
§ Corporate § Savings and
Governance Insurance Market
Content Network
§ Branches
Programs
§ Leasing
§ Investment and
Information
§ ATMs Private Corporate
§ Sister Companies Banking Social
and § Trade and
Corporate Banking Responsibility
Subsidiaries
§ Correspondent § Internet Banking
Banks § Other Services Resources &
Publications
Online
Simulators/
Careers and
Calculators
Employment
Contact
Information
31. Audit & Plan Resources Profile and Products and Media Room
Presentation Services § News
Typical Bank § About
§ Mission and Vision
§ Accounts
§ Cards
§ Events
§ Publications
Public
§ History § Loans § Newsletter
§ Corporate § Savings and
Governance Insurance Market
Content Network
§ Branches
Programs
§ Leasing
§ Investment and
Information
§ ATMs Private Corporate
§ Sister Companies Banking Social
and § Trade and
Responsibility
Segmentation: Subsidiaries
§ Correspondent
Corporate Banking
§ Internet Banking
User-centric, Discipline/
Banks § Other Services Resources &
Publications
Practice-centric, etc. Online
Simulators/
Careers and
Calculators
Employment
Contact
Information
32. Audit & Plan Resources
Typical Bank
Public
Content
Segmentation:
User-centric, Discipline/
Practice-centric, etc.
33. Audit & Plan Resources
Typical Bank
Public
Content
User-centric
Segmentation
34. Audit & Plan Resources
Typical Bank
Public
Content
Practice-centric
Segmentation
35. Audit & Plan Resources
Typical Bank
Public
Content
Practice-centric
Segmentation
36. Audit & Plan Resources • Identify services by practice
Service • Identify public vs. services to be
secured
• Assess and properly plan secure
data management vis-à-vis privacy
concerns and banking secrecy
• Define secure access policies and
techniques
37. Audit & Plan Resources
Security
Public
Online Campaigns
Corporate Website
Micro-sites
Practice Website
Social Media Activation
Social Media Optimization
CRM
Mobile Apps
Mobile Banking
Internet Banking
Secure
Personalized
Public
38. Audit & Plan Resources • Identify resources by practice
Build the • Engage a multidisciplinary team
not just IT or marketing
Team • Bring together senior
representatives from HR, Legal, IT,
Marketing, Risk Management, PR,
Compliance, and any other affected
functions.
• Assign a Project Manager
• Train where needed
• Build a culture
41. Identify/Build
Channels and
Web
Platforms
Mobile
Search
Platforms and Technologies
Content
are all reachable and Social
Media
affordable!
Integration, Expertise and Service
Quality of Service are Key! CRM
42. Identify/Build
Interactive
Features
Information Communication Interaction
• Content Management • Surveys and Questionnaires • Members’ Area
System Engine • Personalization Module
• News and Events • Social Media Integration • Alerts Module
• Photos and Videos Gallery • E-Newsletter • Careers engine
• Documents Gallery • Search Module
• CRM
• 3rd Party RSS Feeds • Online Simulators/
Module Calculators
• FAQs Module • Cars Mecanique Calculator
• Branches and ATMs • IBAN Calculator
Locator (Google Maps • Online Applications
Interface Engine) • Live Chat Support
• Information Locator Module • Internet Banking
43. Identify/Build • It is about how a person feels about
User using a system
• Pertains to experiential, emotional
Experience and practical aspects of human-
computer interaction
• Includes a person’s perceptions of
the practical aspects such as
utility, ease of use and efficiency of
the system
• Subjective and Dynamic
(Source: Wikipedia)
44. The Building Blocks
of An Experience
Successful Digital Experience
USEFUL USEABLE DESIRABLE SUSTAINABLE SOCIAL
Serves Purpose Intuitive Enjoyable Scalable Shareable
Satisfies Needs Easy Pleasurable Maintainable Open
Practical Seamless Delightful Adaptive Distributed
Functional Accessible Memorable Pliable Dynamic
Helpful Efficient Differentiated Collective
Effective
Natural progression to social experience
The Basics
Users: Emotional and Rational Wants
Brand: Core Values and Brand
Business: Measurable Goals and Objectives
Foundation
Source: David Armano www.davidarmano.com
46. Set • What information do we want to
keep private?
Engagement • What kinds of information would
we benefit from making public?
Policies • What personal social media use is
appropriate? Inappropriate?
• How will we measure which rules
are helpful and which are not?
• Who are our quality followers? How
New or expand
can we continually engage them?
current policies to
• Proactive and reactive social media
include digital and rules?
social media • How do we react to positive
engagement versus negative
engagement: Brand monitoring and
action
48. Track and • Check your analytics
• What worked and what did not?
Measure •
•
What can we do in a different manner?
What should be discarded?
• What should we focus more on?
• What is our most valuable feedback?
• Are we ahead of our competitors?
• Check your social media performance:
• Have your networks grown or
changed? How?
• Are there new social media roles to
explore?
• How much time is spent on each
social media initiative?
• How is social media changing right
now?
49. Monitor, • Monitor the results
• Recommend necessary
Amend & amendments to objectives/strategy
Execute • Execute again by incorporating
changes
Again
51. What you need to do!
Monitor,
Audit and Set
Set Identify Track and Amend &
Plan your engageme Activate
Objectives and Build Measure Execute
Resources nt policies
Again
53. Challenges • Build a proper strategy with
maximum visibility
• Properly assessing the risks
• Proper safeguards implementation
• Setting and implementing the
proper policies
• Ability to listen and to speak one
language and tell one story as a
brand and to articulate the sub-
stories
• Consistency and relevancy
• Create and maintain a culture
54. Conclusion • Digital and particularly social
media channels have become
inevitable
• Benefit of having guidelines to
promote the responsible use and
properly set objectives and
engagement strategy that formally
Only engage if you can assess the benefits and risks of
guarantee honesty, using each platform
transparency, and • While digital is the most
authenticity measurable channel, Social Media
remains relatively hard to measure
• Results are unpredictable: it can go
fully positive or negative
• The message is only partially under
your control.
