Group 8 proposed a two-phased social media strategy for Shinsei Bank. Phase 1 involves engaging customers through social sites like Mixi and Mobage by creating an online presence, games, and applications. Phase 2 focuses on internal employee engagement through an intranet with tools like communities, blogs, and directories. The proposal estimates the total cost at $182,700 over 12 weeks to analyze, design, develop, test, deploy, and support the new social media initiatives.

1. 1
Group 8

2. 2
Who are we?
Our understanding
Current Status
Social Sites in Japan, usage and medium of access
Phase 1 –Reaching Customers
Phase 2 - Reaching employees
Benefits and Competitive Edge
Time and Cost
1
2
3
4
5
6
7
8

3. » Vast pool of consultants with varied
domain expertise in banking
» Leading name in global consulting brands
Prior major successful projects in the region:
» Shinhan Bank, Korea: IT Transformation and Governance
» Mobank, Japan: Risk Management
» Rakuten, Japan: E-Commerce Platform
3

4.  Ubiquity of Shinsei bank in the cyber world
 Harness the power of Social media marketing 2.0 to gain competitive
advantage
 Customer empowerment through popular social networking applications
 Cost effective methods to understand functional and emotional needs of
customers
 Utmost data security and data integrity on the public domain
 Customer retention and loyalty
 Employee engagement through state-of-the-art intranet capabilities
4

5. » Banks are moving into the Social Networking Space
» Internet usage is maximum using Mobiles
» Most used application on SNS are games
» The top three SNS in Japan are
˃ Yahoo Mobage Town
˃ Gree
˃ Mixi
» Recent developments – Mixi and Mobage opened API’s
for third party developers to develop applications
5

6. 6
Source: Mobile Marketing Data Labo., Aug. 2009; n=3,880 Source: Cross Marketing, Sep. 2009; n=2,993
Foreign players struggle
to get footing in Japan
Big three dominate the
social networking
marketplace in Japan
68.4%
53.5%
43.0%
9.3%
7.8%
0.9%
0.3%
0.3%
19.6%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
mobage town
mixi
gree
puchige friends
ixen
my space japan
Twitter
facebook
Other

8. 68.2%
59.5%
56.2%
48.6%
44.1%
41.6%
39.8%
35.1%
24.1%
22.3%
9.8%
12.7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Blog
Games
Messaging
Avatars
Communities
Circles
Profiles
News
Albums
User search
Videos
Other
8
Source: Mobile Marketing Data Labo., Aug. 2009; n=3,880 (multiple responses allowed)
Good selection of games is an
important attribute of successful
social network in Japan

9. Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09
4.32 3.87 4.25 3.97 4.28 4.07 4.08 4.09 4.52
10.69
9.76
11.1
10.49
11.41
10.99 11.49 11.93 11.44
PC Mobile
(billions)
9
Source: Mobile Marketing Data Labo., Aug. 2009; n=3,880 (multiple responses allowed)

10. Community Pages
 www.gree.jp
 www.mixi.jp
 www.yahoo.mbga.jp (Yahoo Japan)
Real- time updates on Products and Services
Information provided in English and Japanese languages
Customer interaction
» Discussion forums
» Communication channel connecting bank relationship managers
10

11. Customer engagement using games
» Online stock market simulations
» Gaming applications
Applications on the Social websites
» Access basic account information
» Raising grievance issues with the bank
» Redirecting users to Bank website for monetary
transactions
» Exclusive online privileges/benefits 11

13. Create a BANG on FACEBOOK and Twitter
Customer interaction through various functionalities
» Groups
» Like pages
» News feed
» LIVE chat with Shinsei relationship managers
» Create awareness of Shinsei’s Facebook page through email, SMS alerts
» Create APIs to redirect to official Shinsei bank website
» Partnership with for network infrastructure and
authentication
13

14. Phase - 2
Intranet
Applications
Information related to all on-
going and past Projects in the
company
General information on each BU
General company related
informationReal-time Stock
Market related
information
News
Self report generation for
employees
e-Learning portal
Employee Communities
e-Greeting cards
Personal Pictures and
videos upload e-Library
Bulletin Board
Employee Blogs
Activities and
Events happening
in each BU
Employees Directory
14

15. » Improved customer engagement
» Learn customer preferences
» Attract new segment of customers through social media
» Increased speed of response to feedback
» Aid in brand building
» Effective knowledge and resource sharing through intranet
application
15

16. 16
Work Stack
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Week12
Analysis
Design
Web development
System Testing
Documentation
Deployment
Deployment Testing
Total Time : 12 weeks

17. 17
Phase Schedule
(weeks)
Per Day
Rate in US$ Cost in US$ Resource Type
Analysis 2.5 $1,000 $175,00 Analyst
Design
2
$800 $112,00 Solution Architect
$500 $7000 2 IT Consultants
Web
development
6
$300 $12,600 3 IT Consultants
$500 $21,000 1 DBA
$500 $21,000 2 Senior Developers
$250 $105,00 1 Web Developers
System Testing 5 $200 $7000 3 Software Testers
Documentation 11 $100 $7,700 Technical writers
Deployment 3 $3,000 $63,000 Deployment team
Deployment
Testing 3 $200 $4200 Software testers
32.5 $182,700
Total Cost of Implementation – $182,700

18. 18

19. » SPJ Consultants Inc has led a revolution in IT consulting in South
Asia
» Proven track record in blending IT solutions with Social Networks
» Understood Shinsei Bank’s requirement in retail banking and
conducted extensive market research to come up with a unique
solution
» SPJ Consultants Inc offers a 2-phased approach spread over 12
weeks
» Cutting edge technology and innovative ideas @ estimated cost of
$182,700
19