My presentation on social media for an international private bank in Zurich. The presentation focused on providing an introduction to social media and key tips for employees who use social media for business.

1. Confidential. Do not copy or re-distribute ©LPC
Understanding Social Media
17 July 2013

2. Confidential. Do not copy or re-distribute ©LPC
Social Media
what is it really?
A collaborative and transparent way for individuals, communities and organizations to interact, share information
and build mutually beneficial relationships.
In other words, people having conversations online (with computers, tablets or mobile devices)…
Source: LPC point of view, 2012
…powered by:
• Blogs
• Micro Blogs
• Online Chat
• RSS
• Social Networks
• Message Boards
• Podcasts
• Video Sharing Sites
• Photo Sharing Sites
• Virtual Worlds
• Wikis
(…just to name a few)
2

3. Confidential. Do not copy or re-distribute ©LPC
Social Media
what makes technology ’’social’’?
All social technology can be characterized by three key attributes:
The network effect: the output grows more valuable as the number of participants in the
technology grows larger and the collective intelligence of the crowd is propagated
1
2 Empowerment of users: focuses on facilitating a user creation & “pull” of content and
providing a means for simple, easy content generation, configuration, and consumption
3 Dynamism: facilitates rich, flexible, and interactive experiences to user participation and not
just a static view of the environment
3

4. Confidential. Do not copy or re-distribute ©LPC
Social Media
what is it really?
Source: LPC point of view, 2012
Focused on external interactions, for
example marketing, customer
relations, brand and eminence, and
talent acquisition – for prospects,
clients, partners, analysts,
marketers, and job candidates
BUSINESS 2.0ENTERPRISE COLLABORATION
Focused on internal interactions, for
example knowledge sharing,
innovation, content creation and
reuse, communication, and learning
by employees
Social
Media
4

5. Confidential. Do not copy or re-distribute ©LPC
The world has changed…
5

6. Confidential. Do not copy or re-distribute ©LPC
People have changed…
Individuals create, control
and share content
Users and communities are
in control of the flow of
information
Younger generations
pioneer the use of personal
networks and viral
communication
6

7. Confidential. Do not copy or re-distribute ©LPC
Technology has changed…
Cheap hardware and
software reach the masses
Web and mobile
applications actively
promote the participation of
users
Content is quickly shared
globally
7

8. Confidential. Do not copy or re-distribute ©LPC
Consumers have changed…
Consumers have become
advocates
Consumers trust their peer
network and community
Consumers are less brand
loyal
8

9. Confidential. Do not copy or re-distribute ©LPC
…but have companies changed?
9

10. Confidential. Do not copy or re-distribute ©LPC
Social Media
has enabled customers in new ways
Source: LPC point of view, 2012
The new
Social
Customer
Uses
online
channels &
comms
tools Trusts in
advice
made by
online
friends &
strangers
Tends to
buy more
online than
offline
Wants to
provide
feedback
about
product &
service
Expects
better
customer
experience
online &
offline
Reads &
creates
product
reviews,
rankings
Seeks to
connect
with like-
minded
peers
Social Customer
10

11. Confidential. Do not copy or re-distribute ©LPC
Stages of Maturity
ValueCreation
• Aware of Social
Media but not used
for business
• No or only
information
monitoring
• Aware of Social
Media & impact on
business
• Monitor relevant
online conversations
& analyze for key
messages
• Able to participate in
customer online
conversations
• Identified key Social
Media channels to
communicate brand
message
• Brand message tells
company story
• Structure to respond
to customers set up
• Embedded in existing
customer service
channels
• Employees actively
involved or
encouraged
• Actively participating
in Social Media
• Contribute value
through content
• Social Media channels
contribute to
strategic objectives
Maturity Assessment Tool:
http://www.lardipartner.com/smma/Social Media Maturity
companies have varied approaches
Source: LPC point of view, 2012
11

12. Confidential. Do not copy or re-distribute ©LPC
Key tips for using
social media as a bank
employee
12

13. Confidential. Do not copy or re-distribute ©LPC13
1. Be transparent about
who you are

14. Confidential. Do not copy or re-distribute ©LPC14
2. Make it clear that your
views are your own -
not the company’s.

15. Confidential. Do not copy or re-distribute ©LPC15
3. Never discuss
classified company
information

16. Confidential. Do not copy or re-distribute ©LPC16
4. Respect privacy

17. Confidential. Do not copy or re-distribute ©LPC17
5. Respect others

18. Confidential. Do not copy or re-distribute ©LPC18
There is no undo button…

19. This book presents the Social Media Strategy Framework, a
guide to successfully identify and develop social media
initiatives based on your business context and corporate
strategy.
The book includes case studies of successful social media
implementation in business by companies in Europe.
Learn more about the Social Media Strategy Framework and
case studies at www.build-your-social-business.eu
*****
“ Social media enables a means for partnership between
organisations and their customers, leading to continuous
engagement and deeper loyalty. This Framework guides
companies in creating a strong foundation for this partnership.”
– Jan Biller, Business Owner Online Support, Swisscom
Social Media Strategy
Step-by step guide to building your social business
About the authors
“ A strategic approach to understanding social media and its use
in business helps us to manage
brand reputation risks.”
– Ferdinand Kobelt, Partner, Advisory Services, Ernst & Young
*****
What people are saying
Kamales Lardi is a business consultant and
Managing Partner at Lardi & Partner
Consulting GmbH
www.lardipartner.com
Dr. Rainer Fuchs is a product management
expert and lecturer at the ZHAW School of
Management and Law
www.imm.zhaw.ch

20. Lardi & Partner Consulting GmbH helps companies get clarity on their strategic goals and find ways to
reach them. Combining professional expertise with proven methodologies, we develop strategies, define
pragmatic and measurable solutions and support our clients in implementing them.
Our products and services include:
- Social media and collaboration strategy
- Reputation monitoring and management
- Communication & PR
- Executive decision dashboard
- Operating model and process design
Visit us at www.lardipartner.com