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8th CEE Retail Banking Conference, 11 October 2011, Budapest Organized by Fleming Europe Presentation given by Sotiris Sirmakezis, Deputy General Manager, Piraeus Bank
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ATTRACTING CONSUMERS THROUGH SOCIAL MEDIA
SOTIRIS SIRMAKEZIS |DEPUTY GENERAL MANAGER | eBUSINESS SECTOR | PIRAEUS BANK
• Customer experience in online channels involves presence in social media
• What social media should banks focus their attention on?
• Exploring the opportunities that social media create to engage and service customers
• Dealing with the internal issues: culture differences, new processes, organization etc.
• Lessons learned: what to do and – mainly – what not to do
• Questions & Answers
“Being the richest man in the cemetery doesn’t matter to me.Going to bed at night saying we’ve done something wonderful,that‘s whatmattersto me.”
1THE ACTUAL AGENDA
OUR BACKGROUND: PIRAEUS BANK & WINBANK
2 GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
3 BUILDING THE PROPER SOCIAL MEDIA TEAM
4 OUR ATTITUDE AGAINST SOCIAL MEDIA
5 IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
6 MEASURING SUCCESS: QUALITY & QUANTITY
Sotiris SirmakezisDeputy General Manager
87, Sygrou Ave., 117 45 Athens, Hellas, Tel.: +30 210 9294065Fax: +30 210 9294020, e-mail: [email protected]
Sotiris SirmakezisManaging Director
8, Gamveta St., 114 50 Athens, Hellas. Tel.: +30 210 9294065Fax: +30 210 9294020, e-mail: [email protected]
DIRECT SERVICES
1OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK
OUR BACKGROUND: PIRAEUS BANK & WINBANK OUR BACKGROUND: PIRAEUS BANK & WINBANK\
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Foundation of Piraeus
Bank
Piraeus Bank
Privatisation
Listing on ATHEX
ChaseManhattan
Credit Lyonnais
Hellas
Macedonia-
Thrace Bank
National Westminster
Merger of Piraeus,
Macedonia Thrace, Xios
ETBAbank Xiosbank
Londonbranch
Piraeus Bank
Bulgaria
Piraeus Bank
Romania
Piraeus Bank
Beograd
Piraeus Bank ICB Ukraine
Piraeus Bank
Cyprus
Piraeus Bank Egypt
Marathon Bank, USA
Tirana Bank, Albania
International
Domestic6
Piraeus Group timeline
Agreement with BNP
Wealth Mngt
1996
2000 - 2003Processes and IT
Harmonization
1918 1991 19931916
1996 - 1999Establishment
of ‘critical mass’
2008
2004 - 2008Strong Domestic Franchise
International Expansion
2009 2010
2009 - 2011Weathering theEconomic Crisis
Agreement with Victoria Ins. (Ergo)
Piraeus Bank
Beograd
Building the Electronic “Bank”
Investments
Deposits
LargeCorporate
SMEPrivateBanking
Remittances
MortgageLoans
Credit Cards
MassRetail
ConsumerLoans
Stocks
MutualFunds
BillPayments
Affluent
Gen-YSmall
Business
Every new device & channel,every new product & service
adds VALUE to our RELATIONSHIP with our CUSTOMER
PERSONAL
ONLINE STOCK BROKERAGE
I V R
AGENT
SMARTPHONE
TEXT / SMS
TEXT / SMS
PHONE CALL
BRANCH
OFF-SITE
18-28-38
INTERNET
I V R
easypay webpaycenterwww.easypay.gr
Phone Banking
Alerts
ONLINE SHOPS
CALL CENTERS
ATM Network
Debit Card
Web Banking Mobile BankingCards Online
Air-time Top-UpALL OPERATORS
ALL VALUES
ALL CHANNELS
easypay kiosks
weBuy Prepaid
Instant CashATM
CASH PAYMENTS
TICKETS, PASSBOOKS
ATM
EFT/POS
PHONE
TELLER
CH
AN
NELS
SER
VIC
ES
PHONE
WEB
SEPA Direct Debits easypay mobile
SMARTPHONENOTIFICATION
MULTI-COUNTRY x 6
MOBILE BROWSER
BUSINESS
CONTENT MANAGEMENT
INFORMATION ARCHITECTURE
SEARCH ENGINE OPTIMIZATION
Public Web Sites
ON
LIN
ES
ALES
INTER
AC
TIV
E
MA
RK
ETIN
GPublic Web Sites Social Media
Search EngineMarketing
Banner Campaign
Optimization
Online Reputation Management
www.winbankdirect.gr
18-200
www.piraeusbank.xx
DESIGN – SEO - WCMS
YOUTUBE
BANK & AFFILIATES
GREECE & ABROAD
PAGE DESIGN
FLICKR
Direc t
2000 2012
2007
extraPIN Generator alerts πιστωτικών καρτώνweBuy Prepaid MasterCardInstant cash 20
11
smartphonebanking
2009 social media
Vodafone easypay
2004 extraPIN SMS
Visa Directbrowser-based mobile banking
2003 winlife Visa credit card
www.syndromes.gr
2002 alerts on accounts
2006
air-time top-upeasypay machinesATM personalization
2008
easyticketing
2000 internet banking
phone bankingmobile bankingATM
2010 winbank direct
easyPassbook
2005 www.easypay.gr
winbank for cards2001
paycenterwinwebinternet banking v2www.winlife.gr
The winbank timeline
winbank “international”
Quality: 3rd-party evaluation
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Greece Europe World
European FinancialMarketing Association
Innovation Award
The Pan-europeanBanking Technology
Awards
Microsoft WorldwideInnovation Award
2GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYSGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIAGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIAGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTINGGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIAGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE:
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIAGETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYSTHE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA GETTING THERE: THE DAYS BEFORE SOCIAL MEDIA
“Social media is like teen sex. Everyone
wants to do it, nobody knows how. When
it’s finally done, there is surprise it’s not better.”
A. Kaushick, Analytics Evangelist, Google, 2009
FORUMS
> CUSTOMERS TALKING ABOUT US IN FORUMS
> LESSON LEARNED: … (next slide)
> BANK NOT READY TO PARTICIPATE
> WE JUST STOOD AND LISTENED
ONLINE REPUTATION
> BLOGGERS CAUSING NEGATIVE PUBLICITY
> LESSON LEARNED: BE EXTROVERT!
> INFORMATION GAP FILLED BY THIRD PARTIES
> ONLINE WANNABE ACTIVISTS
USER COMPLAINTS
> SERIOUS AND REPETITIVE AVAILABILITY ISSUES
> I.T. : THEY “FEEL” THE PROBLEM
> GROWING NUMBER OF COMPLAINTS BY USERS
> I.T. : RELUCTANCE TO ADMIT PROBLEMS
> LESSON LEARNED: OPPORTUNITY TO LOOK INWARDS
THE “OLD” MARKETING
> ALL ONLINE CAMPAIGNS TOTALLY OUTSOURCED
> LESSON LEARNED: FOLLOW YOUR HEART, EVEN IF YOU HAVE TO BE DISRUPTIVE
> “WTF WE NEED YOUTUBE FOR???”
> INTRO TO SOCIAL MEDIA BY E-BANKING DIVISIONS
Interactive Marketing: social media
You visit a friend’s page / You update your profile
You visit a friend’s page
You update your profile
You read a blog
3BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE`
BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIVE
MARKETING TEAM BUILDING THE APPROPRIATE BUILDING THE APPROPRIATE INTERACTIVEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIVEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEINTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEMARKETING TEAM BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
BUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATEBUILDING THE APPROPRIATE INTERACTIVE MARKETING TEAM BUILDING THE APPROPRIATE
CONTENT MANAGEMENT
INFORMATION ARCHITECTURE
SEARCH ENGINE OPTIMIZATION
Public Web Sites
ON
LIN
ES
ALES
INTER
AC
TIV
E
MA
RK
ETIN
GPublic Web Sites Social Media
Search EngineMarketing
Banner Campaign
Optimization
Online Reputation Management
www.winbankdirect.gr
18-200
www.piraeusbank.xx
DESIGN – SEO - WCMS
YOUTUBE
BANK & AFFILIATES
GREECE & ABROAD
PAGE DESIGN
FLICKR
Direc t
Electronic BankingDivision’s
Interactive MarketingTeam
MarketingDivision
I.T.Division
Interactive Marketing
Center of Excellence
BusinessDevelopment
Division
BusinessUnits
OtherUnits
NOT A ONE-MAN SHOW
*Forrester Research, 2010
*
Information Architect
Content Strategist
Copywriter
Visual Designer
Developer
Interaction Designer
Content Inventory Taxonomies
Controlled Vocabularies
Metadata Scheme
CMS Customization
Software Analysis
Migration PlanSearch Engine
Optimization
Advertising Models
Governance Model
Editorial Strategy
Brand Strategy
Copy Production
Style Guides
User Flows
Page Templates
Wireframes
Navigation Maps
Content Mapping
CONTENT STRATEGY
4OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIAOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDEOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTSOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDEMEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIAMEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINSTOUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
OUR ATTITUDE AGAINST SOCIAL MEDIA OUR ATTITUDE AGAINST SOCIAL MEDIA
FACT (?)
Scott D. Cock, Founder of Procter & Gamble
“A brand is no longer what we tell the consumers – it is what the consumers tell each other it is.”
FACT (?)
FACT
Our products are not the most exciting discussion subject on the web…
FACT
* Brett King, author of “Bank 2.0”
*
OLD WAYS NEW WAYS
Broadcasting Messages Building Relationships
Bought Media Earned Media
Building the brand name Building Value
Inside-Out Outside-In
WHAT’S IN IT FOR US?
Our products & brand come only as an afterthought…
OUR PRINCIPLES
> USE CONTENT WITH VALUE
> EMPHASIZE ON WHAT YOU DO WELL
> BE HONEST
> BE OPEN
> ADMIT MISTAKES, APOLOGIZE
POSITIONING
> DISCUSS, INFORM, EDUCATE
> TALK ABOUT NON-BANKING ISSUES
> TRIGGER & ACTIVATE THE COMMUNITY
> DO NOT HEAVILY PROMOTE THE BRAND
> DO NOT PUSH PRODUCTS
CONTENT
> NEWS, ANNOUNCEMENTS, ALERTS
> SAVING TIPS, SECURITY TIPS
> QUIZZES & CONTESTS
> NO PRODUCT PUSHING
> LATERAL POSTS (TECHNOLOGY, GREEN etc.)
> TUTORIALS, INFOGRAPHICS
Think of social media as a cocktail party. You don’t go into the party and go to the middle of the room screaming “BUY MY PRODUCTS!!!”
What works, is that you have some meaningful conversation first. And that’s
just how social media works.
David Spark, Tech Journalist, San Fransisco
CONTENT STRATEGY & POSTING RULES > STREAMLINED SOCIAL CALENDAR | 1-2 POSTS PER DAY
> FRIDAY (WEEK ENDS): IDEAS FOR THE WEEKEND
> MONDAY (WEEK STARTS): RELAXED POSTS
> WEDNESDAY (PEOPLE GO “VIRAL”): INFOGRAPHICS & VIDEOS
> MEASURE RESPONSE RATES AND FINE-TUNE
> CONTENT MUST BE SEARCH ENGINE OPTIMIZED (SEO)
CUSTOMER JOURNEY
SCENARIO 1: SHARE OF MIND
SCENARIO 2: TOWARDS CONVERSION
SCENARIO 1: SHARE OF MIND
on social media or visits our info
center …
A tech-savvyuser …
gain his
share of mindas a technologically
advanced bank!
and we gradually …follows us …
1 2 3
SCENARIO 2: TOWARDS CONVERSION*
* Use social media content to improve SEO ranking & create leads to website
“Parks”, not “loans”!!!
Web user searches for “Photovoltaic
Parks”
1
SEO-optimized Info Center
Content ranks among top Google
results
2
User reads the “Photovoltaic Park: HOW-TO
guide”…
3
SCENARIO 2 (cont.)
Sample Message
He finds a message that prompts him to
visit the Piraeus Bank
corporate Green Products Section
4
Do you believe that a photo-voltaic park is a solution for you?
Learn more on how you can finance it!
Indicative wireframe for info center content page
Infocenter logo
5IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSIMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSPLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS`
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSIMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATIONIMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSMEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSIMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMSIMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS IMPLEMENTATION: OUR SOCIAL MEDIA PLATFORMS
PLATFORMS
Think Green
winbank
WHY a “winbank” page?
> CUSTOMER EXPERIENCE-RELATED SERVICE
> NOT THE TYPICAL BANKING ACTIVITY
> ONLINE BRAND
CHANNELS YOUTUBETV CHANNEL
CHANNELS FACEBOOKWELCOME TAB
CHANNELS FACEBOOKSUPPORT REQUEST
CHANNELS FACEBOOKTV COMMERCIALS TUTORIALS
CHANNELS FACEBOOKANNOUNCEMENTS SECURITY TIPS
CHANNELS FACEBOOKBANKING TERMINOLOGY PHISHING ALERTS
CHANNELS FACEBOOKINFOGRAPHICS
CHANNELS FACEBOOKUSER COMMENTS
Guys, you’re great.I’m very satisfied by your services.
Well done guys, keep up the good work!!!
Positive comment for our social media presence
Proposal for new stuff
Positive comment on our services
Negative comment
CHANNELS FACEBOOKUSER COMMENTS
Positive comment on our services
You’re kidding, right???It’s a weekend and during the night hours when people our out, you upgrade the central system???!!!I can’t understand…Sunday and Monday night are bad for you???You always disappoint me.Stelios, Customer (only) of Piraeus Bank.
FORUMSCHANNELS TWITTER
CHANNELS TWITTER@winbank_tweets
> CUSTOMER SUPPORT !!!
> TECHNOLOGY NEWS | LINKS TO FB PAGE
> ANNOUNCEMENTS | PHISHING ALERTS
WHY “THINK GREEN”?
> NOT TRADITIONAL BANKING
> PUBLIC IS VERY INTERESTED
> STRONG ENVIRONMENTAL POLICY AND ACTION
> LOTS OF USEFUL CONTENT
FACT 1
Green washing: a term describing the deceptive use of green PR or green marketing in order to promote a misleading perception that a company's policies or products (such as goods or services) are environmentally friendly.
[source: wikipedia]
Green is extremely “in fashion” as a social responsibility pillar, even by companies that have no clear strategy for it.
FACT 2Piraeus Bank is indeed a GREEN bank
> ENVIRONMENTALLY ACTIVE SINCE 2003
> REDUCTION OF ENVIRONMENTAL FOOTPRINT
SOME EXAMPLES (1 of 2)
Our Green banking Corporate Badge
> EMAS CERTIFICATION FOR ALL BUILDINGS
FACT 2Piraeus Bank is indeed a GREEN bank
> PARTICIPATION IN EU R&D PROJECTS
> 43 GREEN BANKING BRANCHES
SOME EXAMPLES (2 of 2)
> LOTS OF WHITE PAPERS
> INNOVATIVE GREEN BANKING PRODUCTS
> GREEN “CORNERS” IN ALL OTHER BRANCHES
THE CHALLENGEHow do we communicate effectively our “Green DNA” without being filed under the Green Washing phenomenon?
How do we convert all the green content that the bank has produced into content accessible and useful to the public?
WHAT WE DID
Created a social media platform that targets everyone who is interested in environmental issues.
CHANNELSFACEBOOK
YOUTUBE
FLICKR
CONTENT CATEGORIES
BIODIVERSITY | GREEN BUSINESSES | WASTE REMOVAL | WATER MANAGEMENT
RECYCLING | ENERGY SAVING | GREEN ROOFS | GREEN ECONOMY
RENEWABLE ENERGY | INDUSTRIAL ZONE REHABILITATION | ECO-PARKS
GREEN TRANSPORTATION | GENERAL TOPICS | ECO-TOURISM | GREEN CHEMISTRY
ECO-FRIENDLY ORGANIZATIONS | ECO-FRAMING | ENVIRONMENTAL FOOTPRINT
No product mentions!
INFOGRAPHICS
DISCUSSION SAMPLES
DISCUSSION SAMPLES
TAKE THIS CONTENT, MAKE IT SIMPLER, GIVE IT A SOCIAL SPIN AND MAKE IT AVAILABLE TO THE PUBLIC
LARGE NUMBER OF GREEN-RELATED WHITE PAPERS, GLOSSARIES & HOW-TO GUIDES
INFO CENTER: A PRACTICAL WIKI FOR THE GREEN SECTOR
Info center - indicative page layout (under construction)
ANIMATED VIDEO TUTORIALS
FACEBOOK & IPHONE APPS: ENVIRONMENTAL FOOTPRINT
CROWD-SOURCING: DESIGN NEW WINBANK INTERFACE
BLOG | INFO CENTER IN OUR PORTAL
PHOTOGRAPHY CONTEST
VOTE FAVORITE CHARITY FOR DONATION BY BANK
6MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITYMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESSMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURINGMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITYMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURINGMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITYMEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY MEASURING
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
MEASURING SUCCESS: QUALITY & QUANTITY MEASURING SUCCESS: QUALITY & QUANTITY
STATS winbank In a country of 10m inhabitants since 1 January 2011…
5.448 Facebook Fans
139 posts (generated by us)
1.902 comments/likes
538.263 Impressions
We ran a contest with
2.991 participants
5.745 Facebook Fans
104
mentions in other blogs/ sites
8.916 comments/likes
1.511.813 Impressions
We ran a contest with
1.583 participants
270posts (generated by us)
STATS Think GreenIn a country of 10m inhabitants since 1 January 2011…
EARNED MEDIA
in 40 sites
Now imagine the cost if we placed banners in these 40 sites…
Who do you trust more? Greenpeace or a paid ad banner?
WORD OF MOUTH IS IMPORTANT
RECOGNITIONEFMA: BEST SOCIAL MEDIA APPROACH IN EUROPE
RECOGNITIONTHEFINANCIALBRAND.COM TOP 400 TWEETING BANKS
RECOGNITIONCASE STUDY by DATAMONITOR
RECOGNITIONUSER COMMENTS
Congratulations, your effort is really seriousand you do something that no other bank in Greece dares to do. I hope you go on, you look
much more human than other bank…
“You can’t just ask customerswhat they want andthen try to givethat to them.By the time you get itbuilt, they’ll wantsomething new.”
STEVE JOBSCEO, APPLE
CHRISTOS SIRMAKEZIS
STEP 2: SELECT POST CATEGORIES FOR OUR INFO CENTER & BLOG BASED ON KEYWORD STRATEGYWe have just started…
Thank You!
YEARS1O
MISSION : e-POSSIBLE !MISSION :
IMPOSSIBLE ?