ING and Social Media
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Transcript of ING and Social Media
Reputation and Social Media: new opportunities, new challengesNick Jue, CEO ING the Netherlands
Amsterdam, April 11th 2012
woensdag 11 april 12
Amsterdam, April 11th 2012
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
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ING Bank WorldwideRetail Banking is one of the largest banks in the Netherlands and #4 bank in Belgium; also active in Central and Eastern Europe
Retail Banking in Australia
ING Commercial Banking has an international network in 40 countries with key positions in Structured Finance and Financial Markets
ING Direct is active in Canada
ING Direct is active in Austria, France, Germany, Spain, Italy and the UK
Retail Banking is active in China, India and Thailand
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ING’s vision on Social Media
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‣ ...have a huge impact
‣ ...are a hype but...
‣ ...will lead to connected society
‣ ...are useful in regaining trust in the ING Brand
Social Media
Amsterdam, April 11th 2012
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Amsterdam, April 11th 2012
‣ 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
Sobering facts for ING and our response
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Experiences & social insights
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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
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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
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‣ 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
Social insights
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Cases
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Case 1: ING Direct Canada
Amsterdam, April 11th 2012
‣ 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
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Video Canada [volgt 10 april]
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‣ 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!
Case 2: ING NL and Football
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‣ 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
Key figures ‘Young Lions’
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In conclusion
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‣ 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
Conclusion
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Thank you for your attention!
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presentation will be available on www.slideshare.net/INGnl
Amsterdam, April 11th 2012
woensdag 11 april 12