Andy Lark CommBank Pres

Andrew Lark | Inside Out

www.istrategyconference.com

Andrew Lark | Inside Out3

Interaction(stream)

Information(search)

MAINFRAME

MINI-COMPUTING

PC/CLIENTSERVER ERA

INTERNETERA

1950s

1960s

1980s

1990s

2010s

VIRTUAL ERA

Welcome to the Virtual Era


1 out of 8Married couples met online

25% of Americans watched a short video on their phone…

2/3 of internet users visit social networks

67,000+join LinkedIn daily

Twitter Growing at 1382% Growth per year

30% on facebook

50% visiting daily

13 hours of video uploaded to YouTube every minute

830,000+joinFacebookdaily

20,000,000join Facebook fan page every day

Facebook

2nd most popular website in Aus

25,000, 000,000items shared by Facebook users every month

48% sharing content

800,000,000people onFacebook

(55 mins per day)

9 in 10Seeking opinions of others

4th

Most Twitter Users

38%Interacted with a brand


Power Shifted

5 Confidential


• 65% of Facebook users post monthly about products/companies

• 60% “Liked” a company due to friend’s post in last month

• “51% of Facebook and 67% of Twitter users are more likely to buy since becoming a fan/follower

Confidential

The Expression Economy

Andrew Lark | Inside Out7 Confidential


AttentionShifted


80% of mobile

customersonline

201187% of mobile

customers not online

2007

50% of Australians have a Smartphone


80% of Twitter Usage is Mobile


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Confidential

“80% of mobile users watch TV with their devices in hand and 40% are using them for social networking”

CMB Consumer Pulse 2009/2010.

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The Growth of “Companion” Activities82% of Internet users now use Internet banking


11/07The month social usage surpassed email

13 Confidential


Data ShiftedBig Data will be powered by the lifestream


We Must Shift


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Transmission is insufficient. Participate!P#1


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Confidential


Drive transparency & engagement


Institutionalize listening


Build platforms for engagement


Facebook Deals……A new way to connect with customers

Commonwealth BankGeorge St

Free Movie Tickets with a new Everyday Account...


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Channels are transforming. Find your Place.P#2


More than a tablet or smart phone

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Kaching

Only one bank is truly mobile:• NFC payments via your mobile phone

• Integrated with your debit and credit accounts

• Peer to peer payments via address book, email and Facebook

• The most secure form of mobile payment

• Over 12,000 customer have pre-registered for Kaching


The Marketing Command CenterMonitors and routes over 22,000 online mentions of Dell every day

• Conversations analyzed by topic, sentiment, share of voice, geography.

• Information routed to the right people - wherever they are in Dell- for

response, insight, or action.


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Confidential

"No card, can't shop. Not

happy"

”No Problem"


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Confidential

Content is the differentiator. Produce!P#3


Infosumers vs. Prosumers


23%Of social media messagesInclude links to content

*27,000,000Pieces of content are shared each day

Enable linking. Mine Link data


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Confidential

Content drives marketing efficiency


Measure Expressions


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Confidential

146m views. 21m on content from Coke.


Optimize for social platforms – 90% of views


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Seek new sources of engagement. Game on!P#4

http://i35.tinypic.com/2ugmfpj.jpg


Play and games enable brands to create rich, self-regulating playgrounds for their stories


Of 750 million Facebook users, 270 million are Zynga Gamers

social media = Play Media

http://online.wsj.com/article/SB10001424052748704590704576092460302990884.htmlhttp://techcrunch.com/2010/07/30/half-of-all-facebook-users-play-social-games-its-40-of-total-usage-time/

Of the 410 minutes spent on Facebook each month, 50% of all time is spent playing Social Games

20 billion valuation

http://online.wsj.com/article/SB10001424052748704590704576092460302990884.html

http://techcrunch.com/2010/07/30/half-of-all-facebook-users-play-social-games-its-40-of-total-usage-time/


Chore Warsmaking housework exciting

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Centenary Time Vault – An Online Treasure Hunt in FacebookDriving Engagement in our Centenary

What it is:• One clue a day for two weeks• Crack the clues by finding hidden

Content online and in-branch• $2000 prize per winning clue• Winner is drawn at random each day

After 6 Questions:• 11,230 registrations • 2.30 mins interacting with Time Vault.• 35% Increase in site traffic• 5,118 hype reel views• 10,000 new Facebook friends

Andrew Lark | Inside OutFRS 2011

Exist?So, why do you

Purpose driven companies create more value, more promoters, more…P#5


Your Purpose:

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– Explains why you exist – internally and externally

– Becomes a decision filter for everything you do

– Drives results

Purpose-driven companies

outperform general market 15:1

4X revenue growth

12 stock appreciation

7X rate of job creation


Purpose drives energy and vitality

• I improve the quality of life for millions of Australians by helping them save money

• I negotiate with vendors until they give me the lowest price possible

• I help provide food choices for people that nourish their bodies, their communities and the planet

• I work for a grocer that has the highest profits as a percent of sales, highest sales per square foot, and highest same-store-sales

• I give people the freedom to fly

• I load bags onto airplanes

Which response do you think an employee would rather give in answer to this question: what do you do for a living?


Mahatma Gandhi

You Must Be The Change You Wish To See In The World


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Andy Lark CommBank Pres

Business

Transcript of Andy Lark CommBank Pres