Trust! 7 trends about the Future Finance Dinis Guarda

Trust! The future of the online financial,
Trading and Investment industry

7 Trends for reflection = customer + web + innovation
By Dinis Guarda, Global Head of Content, SEO and Social Media Strategy
http://twitter.com/dinisguarda http://www.dinisguarda.com/
revjavadude.wordpress.com/.../light-tunnel-01/

February 2, 2010

Trust in a Technology landscape

'Technology will decide the question of the number of countries that exist in the
world in 2050 more than anything else.'
Peter Thiel, entrepreneur, venture capitalist, co-founder of PayPal, Board member and Director of Facebook

http://images.google.com/imgres?imgurl=http://www.inmafinance.com/images/about_company.jpg&imgrefurl=http://w
ww.inmafinance.com/%3Fa%3Dcust%26page%3Daboutinmafinacecompany&usg=__gGTh0tmkykWW7Rxw5nTUc6VTCaE=
&h=388&w=352&sz=112&hl=en&start=111&um=1&tbnid=tmWyz6BFafLMHM:&tbnh=123&tbnw=112&prev=/images%3Fq
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a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D108%26um%3D1

Dinis Guarda, Global Head of Content, SEO and Social Media Strategy

Content Technology map line


The Banking, Trading in a landscape of a Financial new Digital Mapping Identity


I. The key asset of Trust

The creation of trust is the key for the financial industry in a landscape of continuing financial
crisis that cannot be found in any standard national account statistics or economic models
The biggest asset of any industry is Trust. In the case of the Banking, Financial and Trading
Industry this is even more true
Finance and banking is about creating trust, managing & facilitating strong relation with
customers & economy and data (analytics).


Some statistics about what Want On looking Web online banking:
“What Consumers people are Bank for in Sites”

Peer
Advice &
interaction

Trust and
credibility

Useful and
tailored
Content
Data: Forrester Research

6

II. lot of space to grow

70% of the US voting public has investments in the stock market (source 2000 Voter News
Service Exit Polls). So there is a big space to grow for the trading and investment industry
mainly the online. "Online banking was not only popular with the youngest consumers, it
was the top response of all those under age 55. Online is now the No. 1 method of banking",
according to an August 2009 survey of US consumers by the American Bankers Association
(ABA).

edainvestment.com/index.html


III. Web Innovation & Social Banking, financial, trading and Investment


A shift from Consumer to Prosumer

David Armano: Being a prosumer means we're part
Johannes Haus, Social Networking - Impact on Banking & Finance,
consumer and part producer. We don't have to
from Consumer bank to commercial bank
passively watch TV ads, we can make our own.
http://darmano.typepad.com/logic_emotion/2007/12/peace-on-
earth.html


Target self directed clients

Target self directed clients are the customers to target, but that it is not easy: "78% of social
media users interact with companies or brands via new media sites and tools, an increase
of 32% from 2008" (source Cone). Also "Customers who experience problems when
shopping online are talking about it on social media sites; 13% this year compared with
8% in 2008." (source Tealef via Econsultancy)

ABA: Online banking in U.S. preferred method Consumers Prefer Banking Online
http://www.bizreport.com/2009/09/aba_online_banking_in_us_preferred_method.html http://www.mediapost.com/publications/?fa=Articles.showAr
ticle&art_aid=113969


The “Prosumer” and some social influence relations in Marketing

Social Influence Marketing
http://www.informing-arts.biz/blog/social-influence-marketing/


IV. Services and customer relation are key: ecommerce and social media

Web Innovation & Social financial,
trading and Investment is not (Just)
about or the same as Facebook or
Twitter. " Social networks accounted
for 13.8bn display ad impressions in
August 2009, which is more than 25%
of all display ads viewed online. (...)
The telecommunications, retail and
banking sectors were the biggest
advertisers on social networks, in that
order.) (source ComScore)


V. Create value measuring data + analytics on financial behaviour & answer

The gold rush is how to create value measuring data + analytics on financial behaviour &
answer back straight and customer relation are key for the future of Finance. In a Tealeaf
survey of online customer behaviour "75% said their choice of retailer was influenced by
what they read on social media sites, while 56% avoided a particular company after
reading a bad review. The reverse can also apply though, with 52% declaring that they
chose a particular retailer after reading good reviews."


Analytics are key - everything has to be measured!

Google Analitycs

Google Webmaster Tools

Google Keyword tool

CRM and Analytics

www.stayinfront.co.nz/sifanalytics.asp

14

Analytics are key - everything has to be measured!!

Alexa tools

Google Trends

15

Web/Search shift to Social Media needs Monitoring & Listening...

http://www.davidjromano.com/images/3.0%20images/SMM_bg.png

16

VI. It is all about measuring data & behaviour targeting and answer quickly

It is all about measuring data & behaviour targeting and answer quickly (see
the example of Google). Look at the things that really matter: sales, profits,
customer satisfaction and loyalty. Human power is needed to really
understand the detail behind the numbers, and to act on that knowledge.
Interpretation is key.


VII. To summarise the basics: in a randomness scenario don’t forget trust,
customer, transparency and value creation + web pro-activity + stability!

In a randomness scenario/landscape where the economy is don’t forget trust, customer,
transparency and value creation + web pro-activity are the way to go. So look at the right
tools so that people can engage with brand / people / products / services online (and
offline). And as a way of helping investors to regain trust giving them a good reason to do
so: with quality products and services, trading conditions which guarantee integrity,
stability, safety, neutrality and transparency. Ultimately the key is about creating value for
all the chain.

Random Sequence
Generation
Successive powers of 3/2
in base 6. The leading
digits in the fractional
parts of these numbers
form a sequence that
seems random. The
process of multiplication
by in base 6 corresponds
to a , cellular automaton
rule.
www.stephenwolfram.co
m/.../86-
random/2/text.html


http://www.fastrackmedia.com/images/blog_cover/Picture_www.png

Web Business Models www.december.com/present/bmodels.gi

“Business models for all the industries experience fundamental redefinitions from
time to time. These profound changes are infrequent, often unpredicted and nearly
always unappreciated and nearly always unappreciated until the dust has settled
and the changes can be viewed with perspective and hindsight.”
Marcus Treacher, Head of E-commerce and global Transactions Banking HSBC Bank plc

19

One of the most important assets destroyed by the continuing financial crisis cannot be
found in any standard national account statistics or economic models. Nevertheless, it is
an indispensable premise for every premise for every single transaction in any industry
worldwide. That asset is Trust. (…)

Trust above all has to be regained in order to stimulate the securities markets and,
consequently, reflate the European economies. The most promising way of helping
investors to regain trust is to give them a good reason to do so: with trading conditions
which guarantee integrity, stability, safety, neutrality and transparence.
Michael Krogmann, Deutsch Borse AG

http://seoaware.com/wp-content/uploads/2009/08/SEO-Web-Trust-300x198.jpg

Clouds on Financial Crisis www.neoformix.com/2008/BushOnFinancialCrisisD..

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Trust! 7 trends about the Future Finance Dinis Guarda

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Trust! 7 trends about the Future Finance Dinis Guarda