A talk provoking forward thinking with regards to social media, mobile, and mobile payments. What are the opportunities for tapping into networks and advancing marketing & PR alongside the rise of mobile payments?

1. Media, Emerging
Communication Technologies,
and the Payments Industry
Michael Netzley, PhD

2. Diffusion through social technologies is creating….
A more dynamic
and complex
communication
environment.

3. “Innumerable confusions and
a feeling of despair invariably
emerge in periods of great
technological and cultural
transition.”
Marshall McLuhan

4. What It Boils Down To
Network
Agency

5. 1995 2007
The Internet phenomenon The launch of App phone, 3G, and
becomes the first disruptive WiFi represents second disruptive
technology to impact banks technology for banks
Source: Brett King, Bank 2.0
2003 2010
Internet banking transactions exceed Internet banking revenues exceed
branch transactions in most developed branch-led revenues in the US and
economies for the first time UK markets for first time

6. We Have a Powerful New
Touchpoint

7. Unlike Push Messaging….
Which Leaves No Residual

8. The Internet & Mobile Leave….

9. Networks

10. Mobile PayPass: enables
mobile devices to perform
payment transactions at MoneySend : P2P transfers by
merchant locations with entering recipients mobile
PayPass-enabled point-of-sale phone number
terminals
Partnership with Google Wallet:
Source: Brett King, Bank 2.0
MasterCard Mobile Payments Gateway :
Exclusive credit card issuer for open mobile payment processing
Google Wallet, using PayPass platform enabling financial institutions
tap-to-pay system and mobile operators to deliver mobile
payments solutions through
MasterCard’s Worldwide Network

11. Social Technologies Enable….
New Expectations & Behaviors

12. In the
Near Term

13. Internet: Enables a Shift in
Behaviors and Expectations
• “About Me”
• POS, customer service, and traditional
marketing no longer the primary touchpoints
• Analytics are enabling real-time data
• Banks: branch offices becoming
comparatively less important

14. Singapore…It’s Coming
© 2011, Michael Netzley, PhD
SG Survey Research, Online

15. What
Customers
Will Want….
Improve
Source: Brett King, Bank 2.0
My Life

16. What
Customers
Will Want….
Respect
Source: Brett King, Bank 2.0
My Time

17. What
Customers
Will Want….
Save Me
Source: Brett King, Bank 2.0
Money

18. “Companies have been using social media
primarily as a general communications
tool….that is about to change, as
businesses discover its value as an
essential tool for customer engagement—
lead generation, immediate customer
contact, and customer interaction.”
Josh Gordon, SocialMediaToday
White Paper

19. Ovum Global Customer Service
Study
• The percentage of
BRIC respondents
32% who have sought
customer service
via social media

20. Ovum Global Customer Service
Study
• The percentage of
mature-market
10% respondents who
have sought
customer service
via social media

21. Asia Corporate SM Activity
Source: Burson-Marsteller Report

22. APAC Uses of Corporate SM
Source: Burson-Marsteller Report

23. Piecemeal, Unsustained Efforts in APAC
Source: Burson-Marsteller Report

24. Internet Enables & Accelerates This
• Today you can purchase a Malaysia
Airlines ticket within Facebook
– No more redirect to a sales site
– People around the globe are in Facebook
• People are learning to use digital channels
in new ways
• Competition reveals the success stories

25. Connected 24x7

26. Increases productivity and
speed of execution

27. Customer service is no
longer limited to stores
and telephones

28. Communicating sans boundaries

29. Your Silos
Cannot
Impede Their
Experience

30. People everywhere They are
are communicating communicating
around their similar continuously with
interests mobile technology
The future is social
Conversations are
business…and IBM
rapidly migrating
values this as
from websites to
eventually being a
social networks
$100billion industry

31. Luxury Communities

32. Complexity of
Channel Diffusion
in APAC

33. Asia: Where the Growth is At
100% 5% 6% 6% 7% 7% 7% 7%
6%
Percentage of Worldwide Online Population
9% 9% 9% 9% 10% 10% 10% 10%
80%
34% 35% 38% 39% 40% 41% 42% 43%
60%
40%
29% 29% 28% 27% 26% 26% 25% 25%
20%
22% 21% 19% 18% 17% 16% 16% 15%
0%
2005 2006 2007 2008 2009 2010 2011 2012
North America Europe
Asia, Asia Pacific, and Oceania Latin America and Carribean
Middle East and Africa
Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech,
Source: JupiterResearch Worldwide Internet Population Model

34. SG: 2009-2012 Online Behavior
N = 1947 for 2009, 2010, 2011, and 2012
© Michael Netzley, PhD, 2012

35. SG: 2012 Top 6 Online Activities
© Michael Netzley, PhD, 2012

36. SG: 2012 Bottom 6 Online Activities
© Michael Netzley, PhD, 2012

37. © Michael Netzley, PhD, 2012

38. © Michael Netzley, PhD, 2012

39. © Michael Netzley, PhD, 2012

40. Look to China: Leading Practices
• Communication is
Real-time
• Create Compelling
Content
• Senior Leadership
Delivers Thought
Leadership
• Create Compelling
Content
Jeremy Woolf, Text 100

41. Massive Talent Shortage in APAC

42. Gap in Management – Channel
Expectations

43. In the Long
Term—3+
Years

44. Mobile Will Amplify
These Changes
Location-
Based
Services

45. Early evidence suggests location-
based advertising yields
significantly higher conversion rates
with direct response modes, such
as click-to-locate and click-to-
navigate compared to non-location
based advertising.
- Dominique Bonte,
ABI research

46. Apps Give Direct-to-User
Communication

47. Integrated Marketing & Corporate
Communications

48. Measure: Eyeballs to Engagement
Heidi
Miller,
2011

49. Report the Right Information

50. Time-Tested Analytics
Demographic Product
Contextual info, but Data matching
lacking nuanced product types for
insights cross and up selling.

51. Psychograph Behavioral Referral
ic
Matching Customer
Netizen self- content to feedback &
expressions = audience’s intelligence
lifestyle previous from ratings
marketing behaviors
opportunity

52. Future Challenges with Analytics
Location Data Intention Data
Check-ins = Most inaccurate;
opportunity for Right messaging in
contextual info & advance through
push messaging prediction

53. Reporting Differs by Role

54. Three Different Audiences
Executives Internal Community
Stakeholders Managers &
Sales Agencies
Revenue Share of Voice
Costs WoM Vists
Reputation Cust. Support Fans
Insights Search Terms

55. ROI Pyramid Summary

56. Net Promoter Score

57. Don’t Limit
Your Efforts
by Insisting
on Classic
ROI

58. Staffing Demands Will
Increase