Welcome to 2020

Eleni KitraHead of Automotive and Financial Serviceselenikitra@fb.com

H A C K T H E F U T U R E

The 5 Consumer Shifts Shaping 2020

Culture1

Omniculturalidentities

Communication2

Mixedrealities

3 Commerce

Convergent commerce

Connectivity4

Solelymobile

Community5

Redefiningbelonging

Our Idea o f Par tner ing :‘C reat ing Bus iness Va lue Together ’

MarketingSolutionRedefining how to market Financial Services

InnovationPlatformProving out the potential Digital 1st, Data rich consumer experiences

Performance PartnerCo-delivering accelerated growth at scale

HOW TO

Optimization Strategy

What drivesconsideration?

Creative Approach

Budget and Targeting

• MarketingSolution

Launching a new banking product on FacebookStarling Bank

Starling started advertising on Facebook in June 2017, and added Instagram to its strategy in November. The bank took a crucial step by installing the Facebook SDK, which allows it to to accurately track and measure the actions people take within its banking app.

36% 44% 32%of account opens from all paid

platforms in November 2017 were attributed to Facebook and Instagram

decrease in cost per bank app install between August–

September 2017

of leads from Facebook converted to accounts in

November 2017

Aida Bejgane, Performance Media Manager, Starling Bank

What’s on your mind?

“Facebook has given us the tools to advertise our product to people for whom our mobile-only current account is most useful, and acquire new customers at an order of magnitude below the industry average for cost per acquisition.”

Messaging Strategy

What drivesengagement?

Services OfferedCustomer Journey

• Innovation Platform

Source: Placeholder text.

Your mobile experience needs to extend beyond your appPeople expect brands to come to them

80%of daily mobile time is spent in the top 3 apps

64%of people would choose messaging a business over picking up the phone or sending an email

Source: “Facebook Messaging Survey” by Nielsen (Facebook-commissioned study of people ages 18+ who use messaging apps across AE, AU, BR, FR, ID, IN, JP, KR, MX, TH, TW, the UK, the US and VN), Mar 2016. Data is on average across the 14 markets.

Expectations for businesses have changed

Visual discovery that sparks

conversation

Simple, reliable and helpful

Flexible,cross-device, and creative

Facebook is a global leader in messaging

Financial services

Ideal channel for communication for urgent warnings such as irregular credit card transactions, fees charged, reaching credit limit, etc. (currently done through SMS)

Alerts / warnings

Chat between client and account manager on day to day account related issuesConversations with account manager

Account or loan balance inquiries, credit limit inquiries, rewards inquiries, etc.Inquiries / statements

Inbound requests that require urgent problem solving such as lost or stolen credit card reports

Urgent issues

Any type of interaction that requires the customer to go through a list of questions (applications, assessment, etc.) before receiving information or reaching a customer service representative

Onboarding

11%increase in customer service efficiency, compared to phone calls in the first month

62%of all customer conversations occurred via WhatsApp

Source: Client-provided measurement, WhatsApp Success Story, February 2019

18,000customers served through the WhatsApp Business API

The telecommunications company integrated the WhatsApp Business API via LivePerson, a business solution provider. Vodafone introduced WhatsApp Business as a new channel for customers in Germany to pay bills and use other services, which helped to increase customer service efficiency.

Zero Friction Strategy

What drivestransaction?

Seamless interactionSimplification

Performance Partner

FRICTION is one of the biggest threats to your business

That item is currently out

of stock.

Please wait a moment while we load your cart.

€86Bopportunity cost of friction in the EU2

shoppers globally would stop doing business with a brand they love after only one bad experience1

1 in 3

1. PwC “Experience is Everything” 20182. “40 Cart Abandonment Rate Statistics,” Baymard Institute, Jun 2018. “Retail Ecommerce Sales in UK, Germany, France” eMarketer, Oct - Dec 2018. Exchange rate of USD 1 = EUR 0.87, Oanda. com, Mar 1, 2019.

DISCOVERY PURCHASE POST-PURCHASE

REDUCE FRICTION

awareness | inspiration | browsing | technology optimization

DISCOVERY

fulfillment | support | repurchase

POST-PURCHASE

consideration | checkout | payment

PURCHASE

POST

-PURC

HASE PURCH

ASE

90

DELIVER ON THEPROMISE OF NOW

NOWBOOK

NOWSHOP

NOWORDER

NOWCHAT

NOWCHECK IN

NOWPAY

NOWBUY

Reimagine familiar

frameworks

Create for context

Make mobilethe center

Why this mattersCompeting in this new landscape means

embracing new tools

EfficientMore efficient at driving leads and

conversions than other media

ActionableCan prompt actions as well as

promote brands

PersonalTargeting that can deliver ads

tailored for the person receiving it

To gain customer loyalty in a mobile first world, we believe you must live where your audience lives.

Thank you