Presentation at Enterprise 2.0 IDC Event

1. BancSabadell
Managing your social media presence and
interactions
Enterprise 2.0 - IDC
Xavier Marín – Social Media & Web content, Banc Sabadell
Madrid, June 2010
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2. Enterprise 2.0
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3. Where are the consumers?
+
El uso de las redes sociales en
España se extiende ya a mas de
18 millones de personas
Fuente: IDC
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4. Consumers are evolving
Consumers are
permanently online
Total
transparency
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5. Consumers are evolving
Consumers are Total
permanently online + transparency
Word of mouth
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6. Consumers are evolving
¿Puede ser que
[Nombre empresa]
no esté en Inernet?
¿Puede ser que [Nombre
directivo], Director de
[Nombre unidad] de [Nombre
2.000 empresa]
no use twitter o facebook?
? 2.010
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7. How are you managing your community?
“As the Web 2.0 age +
dawns, banks must wake
up to the fact that the
successful companies
of the future will not
have customers, they
will have participants, and Chris Skinner
http://twitter.com/Chris_Skinner
that rather than having a
business, they will have
a community”
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8. Visión y objetivos de la oferta de Canales
BS Social Media Approach
LISTEN, REACT, PARTICIPATE AND ENGAGE
MONITOR all Ensure CONTENT Empower INTERACTION
conversations related AND MEDIA on social networks (with
to the bank, and distribution on main existing and potential
establish an internal social networks and customers)
protocol to react own BLOG Value added services on
(reputation mgmt) social networks (ex:
Community)
Evangelization and
Open new TRAINING of BS
CUSTOMER SERVICE employees
CHANNELS on Twitter
and Facebook
IMPACT
1 2 3
LISTEN COMUNICATE PARTICIPATE
FOCUS
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9. Lessons learned
• Manage and listen your community
•
More impacts > Less attention> Try to be
authentic and join the conversations!
• The new loyalty = “Economy of emotions
and experiences”

10. Lessons learned
• Manage and listen your community
•
More impacts > Less attention> Try to be
authentic and join the conversations!
• The new loyalty = “Economy of emotions
and experiences”

11. Manage and listen your community
+
2.500 Ideas
AL Y
N T
TER UNI
IN MM
CO
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12. Manage and listen your community
N
ATIO
ERS
ONV
C 12

13. Manage and listen your community
T
CAS
O AD
BR
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14. Manage and listen your community
2.0
S
ENT
EV
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15. Manage and listen your community
15

16. Manage and listen your community
16

17. Manage and listen your community
17

18. Manage and listen your community
18

19. Manage and listen your community
19

20. Manage and listen your community
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21. Lessons learned
• Manage and listen your community
•
More impacts > Less attention> Try to be
authentic and join the conversations!
• The new loyalty = “Economy of emotions
and experiences”

22. Join the conversations!
Decálogo / social
media policies
Procedimientos de
actuación
Operativas / Procesos
de comunicación
AL Y
N T
TER UNI
IN MM
CO

23. Join the conversations!

24. Join the conversations!

25. Join the conversations!

26. Join the conversations!
Open BancSabadell - Flickr

27. Lessons learned
• Manage and listen your community
•
More impacts > Less attention> Try to be
authentic and join the conversations!
• The new loyalty = “Economy of emotions
and experiences”

28. Economy of emotions and experiencies
AL Y
N T
TER UNI
IN MM
CO

29. Economy of emotions and experiencies
AL Y
N T
TER UNI
IN MM
CO

30. Economy of emotions and experiencies
BancSabadell

31. Impact of managing social media

32. Thanks!
Thanks @IDC and #ALL