taking finance social 17th october 2013

Taking Finance Social

Bringing digital relationships to life | 17th October 2013

Social(oh God)

• to ‘do’ social• to understand social• to be confident they are doing social ‘right’

Everyone wants…

But…• with no investment• with no proof• with very little comfort• with little idea ‘how’

How many CMOsmake a CEO?

Kevin Systrom

Jeroen Hoencamp (UK)

Ben van Beurden

Thin pickings (currently)

http://www.cmo.com/content/cmo-com/home/articles/2013/8/14/why_more_marketers.html?cmpid=TT207

So who does get the nod?

Why is this so important?

http://m.thedrum.com/news/2013/08/02/after-48-drop-profit-last-quarter-pg-will-shift-its-focus-and-budget-digital

The bottom line is we need and want to be where the consumer is, and increasingly that is social and mobile

A.G. Lafley - CEO P&G.

After a 48% drop in profit last quarter,P&G will shift its focus - and budget - onto digital

Five years from now,CMOs will spend more on ITthan CIOs do.

http://www.forbes.com/sites/lisaarthur/2012/02/08/five-years-from-now-cmos-will-spend-more-on-it-than-cios-do/

quoting in 2012

Everythinghas changed

Then @work

Then @home

Now @work

Now @home

We are all social now

mobile | share | buy | recommend | play | pay

User expectation has shifted

Brand isn't enough,… insist on building a direct relationship with the customer. It's not enough to have a name and an email in the database. Thanks to digital tools that your customer has invested in, you have 24/7 access to that customer. But only if you can make it worth their while to engage with you digitally.

James L. McQuivey

principal analyst at Forrester Research,author of Digital Disruption.

Put another way

Markets People

Then Dozens Millions

Now Millions Dozens

Experiencematters

Better experience is adopted quickly

And getting quicker

Source: www.paymentsnews.com

Deliver the Z.M.O.T.

How?

It’s not ‘technology’s job’

(you knew that)

It’s not even ‘digital’s job’

It is the job

If Marketing is the sales engine…

• Listen• Engage• Ignite• Identify• Serve

So is there a simple blueprint?

Listen Engage Ignite

• the right to• the permission

to• the opportunity

to• the knowledge

of• the value of

ServeIdentify

Listen Engage Ignite ServeIdentify

Listen Engage Ignite ServeIdentify

Student acquisitionDigital & social engagement

Topics of interest

Mobile ready

FB app Showcaseresponses

Invite, share

‘Fan’ page to unlock content

Automate entry

validation

Monitor

Promote compo

Recognise omni-

channel

Joined-up experienc

e

iPad entry

In contextcontent

Feel loved

Listen Engage Ignite ServeIdentify

Streamlined servicing channel

BIG BANKplc

Service request tweet

Respond / delegate

Auto create case

Showcaseresponses

Responsive = like

Channel= like

Invite to ID

Encourage(#B1243)

Trigger direct

contact

Case - join

CRM - join

Solve

Comms

Feel loved

Examples

Doing itright

Experience is a journey

influences

First touch

Next touch

influences

Next touch

influences

search | research | browse | share | buy | recommend | play | assess

tweet

| em

ail

| post

| p

hone |

sto

re |

ATM

| b

ranch

|

mob

ile

Usable

Valuable

Feasible

Pipedreams Gathers dust

Follies

Getting it right

• Know what you want - and why• Play in their sandpit – don’t build own• Talk to, don’t market to

• Experience counts• It changes – be agile

Looks messy… (simple ≠ easy)

• Platform components• Can be used in many configurations• As required for functionality• As required for scale• Integrate as needed• Buy as you go

Build in flexibility and extensibility

Be gutsy, at pace

THANK YOU!

Contact us: enquiries@tquila.com / +44 203 429 1300

www.tquila.com@tquiladotcom