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Reputation and Social Media: new opportunities, new
challengesNick Jue, CEO ING the Netherlands
Amsterdam, April 11th 2012
woensdag 11 april 12
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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
woensdag 11 april 12
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Amsterdam, April 11th 2012
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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Amsterdam, April 11th 2012
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
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 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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Amsterdam, April 11th 2012
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 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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Amsterdam, April 11th 2012
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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
Amsterdam, April 11th 2012
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In conclusion
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Amsterdam, April 11th 2012
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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Amsterdam, April 11th 2012
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
