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


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



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



ING’s vision on Social Media


‣ ...have a huge impact

‣ ...are a hype but...

‣ ...will lead to connected society

‣ ...are useful in regaining trust in the ING Brand

Social Media




‣ 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





Experiences & social insights



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



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



‣ 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



Cases


Case 1: ING Direct Canada


‣ 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


Video Canada [volgt 10 april]



‣ 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





‣ 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’




In conclusion



‣ 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



Thank you for your attention!


presentation will be available on www.slideshare.net/INGnl



News & Politics

ING and Social Media