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SOMESSO Conference,Zurich 3 November 2009
The numbers reveal: Is Social Media another fad or is it here to stay?
Dr. Benedikt Köhler, Munich
The numbers reveal: Is Social Media another fad or is it here to stay?
Dr. Benedikt Köhler, Munich
SOMESSO Conference,Zurich 3 November 2009
Yet another fad?
SOMESSO Conference,Zurich 3 November 2009
Or here to stay?
SOMESSO Conference,Zurich 3 November 2009
What is Social Media?
„A variety of digital media and technologies that enable users to exchange among themselves and create media content, individually or in community.“
1. Presentation of self in every day online life
2. Exchange of information, opinions, experiences or emotions in real-time
3. Collaboration and creation of content
SOMESSO Conference,Zurich 3 November 2009
Communication and banking via Social Media?
SOMESSO Conference,Zurich 3 November 2009
Communication and banking via Social Media?
SOMESSO Conference,Zurich 3 November 2009
Communication and banking via Social Media?
SOMESSO Conference,Zurich 3 November 2009
Banks used to be like this: Big is beautiful
SOMESSO Conference,Zurich 3 November 2009
Banks used to be like this: Walls & Fortresses
SOMESSO Conference,Zurich 3 November 2009
Banks used to be like this: Fake conversations
SOMESSO Conference,Zurich 3 November 2009
Banks used to be like this: Complex products
SOMESSO Conference,Zurich 3 November 2009
Banks used to be like this: Talk = Sales
SOMESSO Conference,Zurich 3 November 2009
Banks used to be like this: Behind counters
SOMESSO Conference,Zurich 3 November 2009
Social Media is going to change this!
» Social Media means: The whole Internet is becoming social
» Living an online life
» Feedback
» Dialogue
» Social Media as a disruptive technology
SOMESSO Conference,Zurich 3 November 2009
The future of Social Media
„1990–2004 was the match being struck; 2005–2009 was the fuse;and 2010 will be the explosion.“ (Tim O‘Reilly and John Battelle)
SOMESSO Conference,Zurich 3 November 2009
It´s getting bigger
» 25% of search results for the world’s top 20 largest brands are links to user-generated content.
» 13 hours of video are uploaded on YouTube every minute.
» Dell claims to have earned $ 3.000.000 via Twitter-Posts since 2007.
» If Facebook were a country, it would be the 4th largest in the world – with 250 Mio users.
» 34% of bloggers post opinions about products and brands – in over 200.000.000 blogs.
SOMESSO Conference,Zurich 3 November 2009
Internet growing as fast as TV did
SOMESSO Conference,Zurich 3 November 2009
Social Media – importance for companies
Far-reaching implications:
» Providing the information the customers expect on social media right now!
» Possibility of a strong customer bonding causing loyalty.
» Combination of marketing, CRM and PR in one unit, acting simultaneously.
» Genuine dialogue between companies, customers and other stakeholders - in real- time.
SOMESSO Conference,Zurich 3 November 2009
Users are looking for product information
SOMESSO Conference,Zurich 3 November 2009
5 Dimensions of Corporate Social Media
Corporation 2.0
Social Media Newsroom
Corporate Blog
Brand Monitoring
Real-Time Support
TraineeBlog
BrandedChannel
SOMESSO Conference,Zurich 3 November 2009
Social Media - challenges for finance
» In the U.S. the trust in banks decreased from 69% to 36%
»72% share their dislikes with a friend or colleague.
(Edelman Trust Barometer 2009)
SOMESSO Conference,Zurich 3 November 2009
People don’t trust bankers
SOMESSO Conference,Zurich 3 November 2009
People trust their peers – online!
SOMESSO Conference,Zurich 3 November 2009
Consumers 2.0 – Sapere aude
„Banks sell what‘s most profitable for them … Really good deals can only be found on the web … I‘m doing research myself and this way I get a truly independent offering.“
SOMESSO Conference,Zurich 3 November 2009
Finance – between tourism and fashion
SOMESSO Conference,Zurich 3 November 2009
Sparkasse with largest buzz in Social Media
SOMESSO Conference,Zurich 3 November 2009
Word of mouth can be positive …
Friendliness Good Service
Security Good Interest Rates
SOMESSO Conference,Zurich 3 November 2009
… or negative
Failure Technical System Error
No Money Transfer Disguise
Mysterious Not Executed
SOMESSO Conference,Zurich 3 November 2009
… or “interesting”
SOMESSO Conference,Zurich 3 November 2009
New Conversational Landscape: Homepages
SOMESSO Conference,Zurich 3 November 2009
New Conversational Landscape: General Interest
SOMESSO Conference,Zurich 3 November 2009
New Conversational Landscape: Special Interest
SOMESSO Conference,Zurich 3 November 2009
From Mass society to Individualization
SOMESSO Conference,Zurich 3 November 2009
2 out of 3 German onliners use Social Media
SOMESSO Conference,Zurich 3 November 2009
More than 90% of teenagers use Social Media
SOMESSO Conference,Zurich 3 November 2009
Strongest growth in generation 60+
SOMESSO Conference,Zurich 3 November 2009
Social Networking more popular than Email
SOMESSO Conference,Zurich 3 November 2009
Online is a primetime medium … today!
SOMESSO Conference,Zurich 3 November 2009
16% of banks are active in Social Media …
SOMESSO Conference,Zurich 3 November 2009
… whatever „active“ means
SOMESSO Conference,Zurich 3 November 2009
Après moi, le déluge
SOMESSO Conference,Zurich 3 November 2009
What are the caveats?
» 58% are nervous about potential compliance problems.
» 45% don‘t understand social media marketing.
» 37% think it doesn‘t fit to their customers.
»And four out of ten participating banks avoid discussing specific products and services in their social media efforts.
SOMESSO Conference,Zurich 3 November 2009
Wishes and needs of digital natives
» 48% of Facebook users between the ages of 18-34 would use secure gadgets if their bank offered it.
»33% of 25-34 year old Facebook users would even consider switching to another bank that offered Web 2.0 gadgets for online banking. (WorkLight – Survey)
» 37% of U.S. customers liked to have testimonials and customer reviews on their bank‘s website (Forrester)
SOMESSO Conference,Zurich 3 November 2009
Social Media means a shift from Brands …
SOMESSO Conference,Zurich 3 November 2009
… to faces …
SOMESSO Conference,Zurich 3 November 2009
… and stories!
SOMESSO Conference,Zurich 3 November 2009
Finance in Social Media – Examples
» Mint has over 20.000 Followers on Twitter…
» …and is in dialogue with them by following back and answering to questions.
SOMESSO Conference,Zurich 3 November 2009
Finance in Social Media – Examples
»Missouri Bank provides a Facebook- Fanpage
SOMESSO Conference,Zurich 3 November 2009
Finance in Social Media – Examples
» Wells Fargo is hosting different blogs…
» And even…
SOMESSO Conference,Zurich 3 November 2009
Finance in Social Media – Examples
» … their own virtual world:Stagecoach Island
» … where you can „learn how to use your money wisely“
SOMESSO Conference,Zurich 3 November 2009
Finance in Social Media – Examples
» Social Media users elude banks and begin to lend money to each other – directly.
SOMESSO Conference,Zurich 3 November 2009
Social Media is not for everyone
SOMESSO Conference,Zurich 3 November 2009
Next Steps …
»Charting your company’s Social Media Landscape with a full survey of all channels and platforms
»Developing a strategic view of your company’s dialogical future (including Social Media Guidelines or Policies)
»Beginning to grasp the disruptive power of Social Media Brand Building – giving the users a chance to live your brand online
»Building strong and sustainable user experiences in Social Media
»Experimenting with Social Media yourself by hosting Immersion Days at your company
SOMESSO Conference,Zurich 3 November 2009
Thank you very much!Questions?
More information: http://www.ethority.de
SOMESSO Conference,Zurich 3 November 2009
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