Reputation and Social Media Opportunities
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Nick Jue, CEO of ING Netherlands, discussed opportunities and challenges with social media and reputation. He explained that customers are increasingly in control of communications due to social media. ING aims to shift from brand-centric to customer-centric approaches using "old school marketing" on social media to build brand preference, loyalty, and regain trust by creating enthusiastic customers. Examples from ING Canada and a football sponsorship in the Netherlands showed positive impacts on these goals from social media engagement.
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Reputation and Social Media Opportunities
- 1. Reputation and Social Media: new opportunities, new challenges Nick Jue, CEO ING the Netherlands Amsterdam, April 11th 2012 woensdag 11 april 12
- 2. Agenda ‣ Customer centricity: customers putting themselves first thanks to social media ‣ Regaining trust by creating brand preference & loyalty through social media ‣ Social Media needs an ‘Old School Marketing’ approach ‣ ING-initiatives in social media in order to regain trust and create brand preference & -loyalty But first a short introduction of ING Amsterdam, April 11th 2012 woensdag 11 april 12
- 3. ING Bank Worldwide ING Direct is active in Canada Retail Banking is one of the largest banks in the Netherlands and #4 bank in Belgium; also active in Central and Eastern Europe Retail Banking is active in China, India and Thailand ING Commercial Banking has an international network in 40 countries with key positions in ING Direct is active in Austria, Structured Finance and France, Germany, Spain, Italy Financial Markets Retail Banking in Australia and the UK Amsterdam, April 11th 2012 woensdag 11 april 12
- 4. ING’s vision on Social Media Amsterdam, April 11th 2012 woensdag 11 april 12
- 5. Social Media ‣ ...have a huge impact ‣ ...are a hype but... ‣ ...will lead to connected society ‣ ...are useful in regaining trust in the ING Brand Amsterdam, April 11th 2012 woensdag 11 april 12
- 6. Sobering facts for ING and our response ‣ Less control over customer communications and our positioning ‣ Customers have been putting themselves first for a long time as a result of the impact of social media ‣ We are no longer the only one who determines the topics we communicate on with our customers ‣ Creating a shift from brand-centric to consumer-centric to network-centric ‣ ‘Old School’ marketing approach: who’s talking about you, what are they talking about, where are they talking and how can you respond ‣ Creating brand preference and loyalty by creating enthusiastic customers Amsterdam, April 11th 2012 woensdag 11 april 12
- 7. Amsterdam, April 11th 2012 woensdag 11 april 12
- 8. Experiences & social insights Amsterdam, April 11th 2012 woensdag 11 april 12
- 9. Experiences and social insights ‣ Social media are not an exact science ‣ There is not any such thing as proven technology ‣ It’s a matter of learning by doing ‣ 2009 merger of two Dutch banks within ING Group: Postbank and ING Bank ‣ The creation of one bank coincided with credit crisis and growth of social media Amsterdam, April 11th 2012 woensdag 11 april 12
- 10. Customer dialogue ‣ Special evenings at our branches, throughout the country for our customers ‣ Permanent online forum for our customers to discuss financial topics ‣ ING Webcare Team ‣ Our newsroom will be the centre of our online communications toward journalists, bloggers, opinion leaders and customers Amsterdam, April 11th 2012 woensdag 11 april 12
- 11. Social insights ‣ Social media play a role in the services provided by and sympathy that exist for ING: - Services: webcare specifically plays an important role - Sympathy: costumer dialogue, brand activation etc ‣ Excellent processes: - Error-free execution is a hygiene factor if not... - ...it leads to a loss of sympathy Amsterdam, April 11th 2012 woensdag 11 april 12
- 12. Cases Amsterdam, April 11th 2012 woensdag 11 april 12
- 13. Case 1: ING Direct Canada ‣ Selecting enthusiastic customers who became Brand Ambassadors ‣ ING Direct acted upon their feedback ‣ Actively engagement with ING and other customers through facebook, Twitter and interviews with media Amsterdam, April 11th 2012 woensdag 11 april 12
- 14. Video Canada [volgt 10 april] Amsterdam, April 11th 2012 woensdag 11 april 12
- 15. Case 2: ING NL and Football ‣ ING is proud sponsor of the Dutch national team ‣ ING not only supports the national team, ‣ ...we help amateur teams stay healthy and ‣ ...we help children enjoy their football even more! Amsterdam, April 11th 2012 woensdag 11 april 12
- 16. Amsterdam, April 11th 2012 woensdag 11 april 12
- 17. Key figures ‘Young Lions’ ‣ Number of members: 70,000 Young Lions within a year ‣ Reach on Hyves: nearly 1,000,000 children within the target group (70%) ‣ Number of viewers TV-programme: 789,270 children within the target group (56%) ‣ Number of games played: 422,000 ‣ Average time of visit: 4,28 min ‣ Positive impact on brand preference and loyalty Amsterdam, April 11th 2012 woensdag 11 april 12
- 18. In conclusion Amsterdam, April 11th 2012 woensdag 11 april 12
- 19. Conclusion ‣ Customers have been putting themselves first because of social media ‣ Social media is ‘old school’ marketing ‣ Social media are playing an increasingly key role when it comes to brand loyalty and brand preference ‣ Regaining trust through social media by creating enthusiastic customers Amsterdam, April 11th 2012 woensdag 11 april 12
- 20. Thank you for your attention! Amsterdam, April 11th 2012 woensdag 11 april 12
- 21. presentation will be available on www.slideshare.net/INGnl Amsterdam, April 11th 2012 woensdag 11 april 12