Not Just Another Social Bank
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Andrew Murrell GM of Digital and Social Marketing from Commonwealth Bank (CommBank) and Bianca Buckridee Social Media Operations Manager from Chase joined Derek Laney Director Product Marketing from Salesforce for a discussion on how banks are reacting and embracing social in their businesses. Recording will be available after post-production, drop me a line at @derektweets if you want me to let you know when it is there
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Not Just Another Social Bank
- 1. Not Just Another Channel the social web is the social bank #socialbank
- 2. Not Just Another Channel Derek Laney Andrew Murrell Bianca Buckridee Director Product Marketing GM Digital & Social Marketing Social Media Operations Manager Salesforce Marketing Cloud Commonwealth Bank Chase @derektweets @andrewmurrell68 @blantantlybianca #socialbank #socialbank
- 3. What brings you here? #socialbank
- 4. Who is Chase Bank? 30M x Chase > 18K ATMs 1st large bank to adopt > 5,500 Branches Pew’s simple disclosure use Chase.com Liquid … growing form for Chase Total Checking 1.7M Highest CSAT > 65M #1 SBA xQuickDeposit amongst the largest Mortgage servicers – lender in the US credit cards Checks / MONTH J.D. Power in circulation Hired 18,249 service 10 $650M 10M x members and veterans as part of Industry-leading awards Supporting use Chase Mobile for mobile banking 2010- communities 100,000 Jobs 2012 Mission (June 2012) #socialbank
- 5. Customers Want Convenience… The year-over-year increase in active Chase Our most Mobile customers is nearly 45%. active and engaged Transactions total over $5.5B a month, including QuickDepositSM, QuickP customers use aySM, bill pay, and transfers. the Chase app The amount of money approximately that customers moved via mobile grew 140% 12x / Month from this same time last year. #socialbank
- 6. Who is Commbank? #1 #1 53% #1 & #2 Online banking In the youth of all payments itunes apps segment #1 Leading Mobile 1st Leading Social & Facebook Apps across Real-time banking contactless platforms merchants #1 Contactless > 6.5M customers > 2.0M customers Relationship with 1 online on mobile in 2 Australians (5M PayPass enabled cards) #socialbank
- 7. #socialbank
- 8. How are you driving this kind of change? #socialbank
- 9. #socialbank
- 10. Who is on your ideal team of social ninjas? #socialbank photo credit:Seth W. (cc)
- 11. How do we scale this guy? #socialbank photo credit:chiptape (cc)
- 12. Who wants to catch this? #socialbank photo credit:Jurvetson(cc)
- 13. How do you sell your vision to get sponsorship? #socialbank photo credit:: pink purse (cc)
- 14. Money is emotional for everyone #socialbank photo credit:: pink purse (cc)
- 15. Derek Laney Andrew Murrell Bianca Buckridee Director Product Marketing GM Digital & Social Marketing Social Media Operations Manager Salesforce Marketing Cloud Commonwealth Bank Chase @derektweets @andrewmurrell68 @blantantlybianca #socialbank
- 16. Don’t Miss The FinServ Campground Experience! Social Mortgage Process • Social leads • Personalized loan app • Collaborative process • Concierge banking • Employee rewards #socialbank
- 17. Financial Services Partner Pavilion #socialbank
Notes de l'éditeur
- Brett gave us the challenge today“Banks don’t own the context”But its also true that the bank is there during some of the most important events of our lives:- Higher education- Marriage- Babies PurchasesTo avoid being made redundant to our customers we need to be engaged with them more often.We also know that engagement is highly correlated to increased products per customer and customer satisafaction
- Discuss the move from a regional to a big national From SunTrust, Regional Chase - 50 people own the marketing piece
- Brett talked about the shift to mobile in banking, is this what you have found? Strangely people still use checks and need to deposit them.The year-over-year increase in active Chase Mobile customers is nearly 45%.Transactions total over $5.5B a month, including QuickDepositSM, QuickPaySM, bill pay, and transfers. The amount of money that customers moved via mobile grew 140% from this same time last year.
- Brett talked about owning the context and he used your Property App as the exampleHow have these trends changed the way you communicate with customers? CONTENT DRIVENCan you tell us more about how the bank is trying to own the context?CONTENT - 80% of purchase decisons for financial products - average consumer goes to 9 different social - we might be the last place they come to - Its no longer Mad men - 40 years, tv, radio, press, outdoor50 limited channels - interruption versus permission - you want to punch them in the face- we have the biggest digital network in australia - we increasingly see ourselves owned, earned, paid - blog, content driven marketing strategies to intercept the 0 moment of truth TEAM STRUCTURE campaigns to conversations traditional marcomms manager find it hard without a strong content focus - increasingly turning off campaigns and turning on communities - agencies - big thinking agency is good at copywriting big ads versus run rate stuff have to Turn around an article - 12 week campaigns are not acceptable - must be more collaborative - invest in content stock - invest in agile process - Its no longer Mad men - 40 years, tv, radio, press, outdoor50 limited channels - interruption versus permission - you want to punch them in the faceMEASUREMENTmetrics: handles, correctly, - cross line of business team - mortgages are in 1 town, general- most people over burden themselves very early on in the maturity cycle with a dollar value return - before you can expect those things you've got to build a community - build - banned selling on facebook - engagement, sentiment - the ROI is being around in 5 yrs - metrics are beginning to be tied into csat, profitable growth and reduce support costs
- This is a huge change for the bank in the last 5 or so years, how are you driving this change so quickly (for a bank)SOCIAL BUSINESS - not a social media strategy a social business strategy - cant have a walled garden, you cant just do this externally - people need to get this - a fundamental change in the way that we operate - how do you transform that knowledge and change the way you operate - routing conversations to the right area - people will turn up to job interviews expecting this - seed a movement centrlise to start
- Bianca:Realtime Feedback
- BIANCA: How is on your ideal ninja team?- Helping others is an intrinsic competency- Excellence in communication and grammar (Hiring Process!!)- Bring Back the Context of the Customer (Empathy)TEAM STRUCTURE- strategy - team manager - individual advisers- quality and coaching: tone and voice - reporting analysts: - the medium evolves, this is changing- internal v external customers- next steps, root cause here is your topic, be an expert - can answer general questions from other products - training up front > go - constant continual training - research, best practices - preparing for crisis - special forces RETENTION - retention, you have the potential to have a skill set that is highly valuable *I am an example*- its fun to be able to shift between channels - its exciting to operationalise a team like this - its exciting to be a startup within an established company
- ANDREW: How do you scale Social to the enterprise?- Employee Social Network (chatter) - Social Media Training that allows people to be involved a little or a lot - pass a compulsory elearning module withrefreshers each year - tier 1 - - tier 2 - listening - tier 3 - engaging in a niche area - tier 4 - elearning training
- BIANCAWORKING WITH ISSUE OWNERS positioning it - this is their perception of events, what occurred, what needs to be clarified - invite them to tell you about the resolution - stop everything that your doing and work on this - we have done due diligence, lookup customer, analyze and suggest next stepINTERNAL PARTNERS- established internal stakeholders by topic - internal partner - CRAFTING THE INTERNAL STORY- what the customer is asking and what the - whats the right way to feed this feedback - its not pointing blame - explain what twitter is
- Bianca:How do I put together my business casewhats the value I want to see time is money- would I rather wait 30 days to get feedback- Social Media Board from the start {understand risks, research, < 1/4 had profiles} - money is an emotional journeyAndrew:- you need to tell your executive teams to think how the business will behave in. 5 yrs - what are people saying right now - its not easy, in some cases ask for forgiveness not permission
- BIANCAEmotional topicCall their Mum-- best for business v best for client - listening to the crying mum at the POS - executives read every tweet - Imdesensitised to WTFs - We are going to deliver it now or someone else will!!! - no room for error, is this what the bank would say - golden rule, if you wouldn't say it to my face don't say it online - insights - client pain points (clusters of problems): get problems fixed because of public impact and measurable brand damage