View
551
Download
1
Category
Tags:
Preview:
DESCRIPTION
Created by Ian Thomas and originally the basis of a webcast for BrightTalk in the UK, 'The unsociable FSA's Dr Pepper moment' explains why the UK's Financial Services Authority’s (FSA) stance on the use of the social web by regulated businesses is counter-inuitive to its statutory objectives and principles. It explains why the application of social tools can help increase consumer confidence in the UK financial services industry and improve consumer protection.
Citation preview
In June 2010, the UK’s Financial Services Authority (FSA) issued guidance intended for regulated financial services businesses in the UK
In June 2010, the UK’s Financial Services Authority (FSA) issued guidance intended for regulated financial services businesses in the UK
Here’s what the guidance suggests…
Prevailing financial promotions regulation applies to platforms like Twitter and Facebook, and forums, blogs and iPhone applications.
It also said stuff that’s difficult to disagree with like…
It also said stuff that’s difficult to disagree with like…
Use of social media should ensure clear, fair and not misleading communication with clients.
The trouble is, I ended up thinking…
Whose financial services industry is it anyway?
Is it your advice or your clients?
Is it your advice or your clients?
Is it your product or your customers?
Is it your advice or your clients?
Is it your product or your customers?
Is is about consumer engagement or an industry that can be regulated?
Because the way in which people like to communicate is changing.
And so I thought I’d share my thoughts on…
And – like any good story – it starts like this…
…our species just couldn’t help gathering together (and still can’t)
We couldn’t help swapping stories, enjoying each other’s company and enjoying safety
in numbers
We’ve always liked to congregate together in order to exchange goods and services
Or congregate around shared values and beliefs
And, generally, have a good time
Language
Language
Language
Technology
Language
Technology
Language
Technology
Means of distribution
Language
Technology
Means of distribution
Language
Technology
Means of distribution
Cash
Technology
Technology
Means of distribution
Technology
Means of distribution
Cash
Technology
Technology
Means of distribution
Technology
Means of distribution
Cash
Now…because it relies on the transmission of a message via a medium…
…mass media content needs to be manufactured
So, at one end of the model, there’s an individual or organisation that wants to transmit something…
Which means they have to decide on the content of a message…
And select the media by which they intend to transmit that message…
In order to reach an individual at the other end of the process…
…with access to the means to receive and understand the
message
So the rules of engagement are determined by those with the ability to gain access to the
medium…
…while consumers
of content are subject to
those rules
Web 1.0 continued this pattern
But Web 2.0has entirely changed the
potential of this role
Web 1.0 continued this pattern
That’s because Web 2.0 has made the ability to publish content freely available
Technology
Means of distribution
CashSo cash is no longer abig barrier. The mainInvestment is time.
Technology
Means of distributionThe network for
publishing and distributionis readily accessible
TechnologyWhich just leaves you
with the means requiredto publish content…
And, these days, a mobile device is all that you need…
So the rules of engagement are determined by those with ability to gain access to the
medium…
So the rules of engagement are determined by those with ability to gain access to the
medium…
And the rules of engagement are determined by those with ability to gain access to the
medium…
You end up with a model where – so long as they’re prepared to invest the time – individuals possess the same potential as organisations to publish content via platforms
(As in socialist – everyone who’s able to can participate equally in a common means of
sharing and publication)
Which means the social web offers the equivalent of this…
And this…
And this…
Because we’re able to real-ise offline interaction online via social platforms
Opting to participate in as few…
Or as many…
As we like
Which brings me neatly back around to the guidance for the use of social web platforms by the UK’s Financial Services Authority (FSA)
By choosing to treat social web platforms and tools as a medium that’s just like traditional mass media…
The FSA is focusing its attention on the use of the social web as a means of pushing promotional messages…
Rather than encouraging the use of the medium for a vastly more useful ambition:
Rather than encouraging the use of the medium for a vastly more useful ambition:
To encourage consumer engagement with financial services businesses and so take care of their personal financial wellbeing
Rather than encouraging the use of the medium for a vastly more useful ambition:
To encourage consumer engagement with financial services businesses and so take care of their personal financial wellbeing
However people want to
Rather than encouraging the use of the medium for a vastly more useful ambition:
To encourage consumer engagement with financial services businesses and so take care of their personal financial wellbeing
However people want to and not just how the FSA would prefer them to
The FSA is seeking to regulate for the worst that can happen and not the best. Otherwise known as…
The FSA is seeking to regulate for the worst that can happen and not the best. Otherwise known as…
The Dr Pepper moment
But the FSA needs to pay attention to its own statutory objectives, which are…
Market confidence: Maintaining confidence in the financial system
Market confidence: Maintaining confidence in the financial system
Public awareness: Promoting public understanding of the financial system
Market confidence: Maintaining confidence in the financial system
Public awareness: Promoting public understanding of the financial system
Consumer protection: Securing the appropriate degree of protection for consumers
And the FSA needs to heed its own principles of good regulation too…
Proportionality: The restrictions we impose on the industry must be proportionate to the benefits that are expected to result from those restrictions
Proportionality: The restrictions we impose on the industry must be proportionate to the benefits that are expected to result from those restrictions
Innovation: For example allowing scope, where appropriate, for different means of compliance so as not to unduly restrict market participants from launching new financial products and services
Because by paying a disproportionate amount of attention to prevention of the Dr Pepper moment…
Because by paying a disproportionate amount of attention to prevention of the Dr Pepper moment…
The FSA may prevent consumers from helping build a better UK financial services industry
Like the way Starbucks customers help the coffee-shop brand enhance and design new products and
services
Or Lego enables its customers to design the kind of products that they’d like
to buy themselves
Or the way in which 37Signals enables greater transparency and service
experience for clients thanks to tools like Basecamp
Or the way Trip Advisor enables travellers to share
their opinion of destinations so people have richer
sources of information on which to base choices…
And even effect improvements in facilities by
encouraging owners of businesses to address issues
about the quality of their service
Consumer participation makes for better regulation
And besides…
The use of social web platforms is only going in one direction
In 2000 27% of the UK population were online. In 2008 it was 76%.
86% of UK 18-24 year olds go online each day.
And by 2013, 43.7 million UK consumers will be online.
So consumer habits are changing…
So consumer habits are changing…Consumption of content is changing…
So consumer habits are changing…Consumption of content is changing…And consumer expectations of businesses are changing
Which means the FSA cannot ignore its own principle of good regulation for innovation:
Which means the FSA cannot ignore its own principle of good regulation for innovation:
Allowing scope, where appropriate, for different means of compliance so as not to unduly restrict market participants from launching new financial products and services
…when the most significant participant in the marketplace always has been – and always will be – consumers
If the FSA continues to insist on regarding the social web primarily as a means of pushing promotional messages
The rules of engagement will be determined by consumers with the ability to gain access to the
medium…
…while regulated businesseswill feel powerless to
confidently engage with them
The rules of engagement will be determined by consumers with the ability to gain access to the
medium…
And consumers will just findsome other way of obtaining
what they want instead
Now that’s what I call a Dr Pepper moment
6: Financial promotions industry update No 05 (June 2010), Financial Services Authority22, 23 and 66: Campfire image by Kara Brugman24, 67 and 105: ‘Al mercato di campo de' fior’ by Pyno Moscato25: Vaulted roof interior by Tim Caynes26 and 68: ‘Lamb & Flag’ by Julia Manzerova 29-36: ‘Manuscript’ by Liz Muffet37-40: Hoe’s one cylinder printing press image, Wikipedia41-44: TV aerial image by Víctor Nuño60: iPhone image by William Hook110: Dr Pepper can, Coca Cola Great Britain press centre
Photography credits and sources
Recommended