Social Media Social Media – a Corporate Love Affair or Just a Nightmare?Christian Brosstad, Director Christian Brosstad, Director ofof PR and Social Media , SpareBank 1PR and Social Media , SpareBank 1Mari Grini, IT Security Manager, SpareBank 1Mari Grini, IT Security Manager, SpareBank 1Stockholm, April Stockholm, April 23rd 201323rd 2013

Twitter: @chrisbros & @marigrini

It’s mobile

• How to use your mobile to • How to use your mobile to get better experiences, games, social media, education, health and TV education, health and TV

• It’s really about capturing the right context and the right context and understanding what people want and need to do at different touch pointsdifferent touch points

It’s second screen or social TV

• TV has embraced social media as a way to interact more TV has embraced social media as a way to interact more intimately with their audiences, bringing content from the TV screen to the second screen.

• Advertisers use branded hashtags to market to viewers• Fictional characters have their own Twitter accounts • Actors tweet from behind the scenes as they're filming

new episodes• Twitter is leading the way for a social TV revolution

Side 5

It’s crowdsourcingLego Cuusoo

Crowdsourcing: the practice of obtaining needed services, ideas, or content by gettingcontributions from a large group of people, and especially from an online community, ratherthan from traditional employees or suppliers.

Lego Cuusoo• Lego fans upload their own

project• Projects with 10,000 votes are

reviewed quarterly by LEGO for a chance to become an officialLEGO d tLEGO product.

• If your project passes review and is chosen for production, you will

f h l lreceive 1% of the total net sales of the product

• Eks Minecraft got over 10 000 votes in 48 hours – New Record

• Lego decides if a project fits withtheir strategyo.

com

• A win-win situation for Lego and it’s fans

tp:/

/leg

o.cu

uso

htt

Why every organisation should love it Why every organisation should love it:

A Social Media CrisisA Social Media Crisis

Being open about your flaws will only make you more awesome as a brandmake you more awesome as a brand

Fast food retailer Domino : Times Square live feedback from Twitter

http://yourquestions.mcdonalds.ca

WITHHUMOR

BODYFORM

A cool answer to a question on FacebookHUMOR A cool answer to a question on Facebook

Everything is mobileEverything is mobile

Saturday 27th October 2012For the first time we had more people logging on to theFor the first time we had more people logging on to themobile bank than internet bank. 

And last weekAnd last week..

Reach: 340 000 in 24h

examplesp

1. Crowdsourcing:Innovation with helpInnovation with help

from customers

Our lab – the blog www.pengeroglivet.no

7 years!

We’re asking for help...

1500 svar

1500 svar

…so we can make better banking services…

A big LOVE to the Norwegian people

• http://www.youtube.com/watch?v=H0axPAVW-RY

Adverts in newspapers and magazines

And we want the customers to write reviews…

2. Crisis Communication

http://www.dinepenger.no/regler/ny-svindelmetode-mot-nettbank/20279805

3. Customer Support

SpareBank 1 has the f ll most followers on

Facebook among Norwegian banks:

215 000 followers

10 “local” Twitter profiles

Who inspires you?p y

1. Trust - Zappos

S k fSuksess fremover…

The Zappos team is given completeThe Zappos team is given completefreedom to do whatever they think is necessary to create a PEC (personal emotional connection) with every

customer.

1. Trust - Zappos

+

2. Likability - Virgin/Richard Branson Richard Branson

S k fSuksess fremover…

1. Trust - Zappos

+

2. Likability - Virgin/Richard Branson Richard Branson

++

3. The products - Apple

So what about the future?

The future is here… Driving forcesMobile1

Visual communication and

2user experience

Social3

And a bit more intelligent...

4intelligent...

Is social media Is social media just a nightmare?just a nightmare?

Opportunities – but also risks

Kilde McKinsey 2012: http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy

Ho do e orkHow do we workwith social media i iin a securityperspective?

Put together a team with members from manydifferent diciplines

Photo: http://www.flickr.com/photos/lumaxart/2137737248/sizes/l/in/photostream/

security nightmaressecurity nightmares

1. Pitfalls of sharing and di ldialogue

1. Pitfalls of sharing and dialogue.T t t t h i f ti i th tiTo protect or to share information is the question

”Social media is dialogue and sharing

online”

Photo: from halifax magazine July 29th 2010

2. Personal Life vs. B i Lif Business Life

2. Personal Life vs. Business Life

3. Social media spreads lmalware

3. Social media spreads malwareB t tf l b t t iBe trustful but not naive

4. Identities on the IInternet

4. Identities on the InternetF f l d fi id titi th I t tFew formal procedures confirm identities on the Internet

5. Targeted Attacks

5. Targeted AttacksL l i f ti b t l bl Low value information may be a means to access more valuable information

So what do you do as an i i ?organization?

Make an internal campaign to build knowledged i i i d land a positive attitude among employees

Some activities

http://ww

w.sli

• Seminars

• Intranet

Q i

ideshare.net/SpareB

• Quiz

• Online discussions

• Gadgets

Bank1/nettvettregle• Gadgets

• Symbols

er-for-ansatte-i-spa

And we shared our campaign with those whowanted it. Even competitors!

rebank-1

@chrisbros+47 970 80 686+47 970 80 686

@marigrini+47 930 22 482+47 930 22 482