ING and Social Media

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This is the presentation Nick Jue (CEO ING The Netherlands) gave during The Social Media & PR Summit 2012 at ING House Amsterdam. He talked about ING's vision on social media, social media insights and experiences. He also talked about two cases The Orange Ambassadors (ING Direct) and Young Lions (ING the Netherlands).

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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    INGs 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

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    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 onwith our customers

    Creating a shift from brand-centric to consumer-centric to network-centric Old School marketing approach: whos 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 Its 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 countryfor our customers

    Permanent online forum for our customers to discussfinancial 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

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    Selecting enthusiastic customers who becameBrand 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

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