This document summarizes a digital finance forum that took place in February 2012. It covered several topics related to digital strategies for financial services companies, including using rich media, blogging, social networks, mobile technologies, and website innovation. Presentations were given on each topic with discussion points. The forum aimed to help financial institutions develop effective digital strategies while addressing compliance issues.
3. Social media starts with
looking over your neighbour’s
shoulder.
Digital Finance Forum 2012 #PrecSem
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14. Your brand is on social media
whether you want it there or not.
Digital Finance Forum 2012 #PrecSem
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18. Taking our report examples
to the next level.
Digital Finance Forum 2012 #PrecSem
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36. Discussion points
• It is appropriate for a financial service company to
engage with their audiences on Facebook.
• LinkedIn is worth investing in to communicate with
your professional audiences.
• Boutique social networks will become more relevant
than mainstream.
Digital Finance Forum 2012 #PrecSem
38. What is your mobile environment?
Various platforms, from traditional web browsers solutions, to the many mobile platforms.
Apple iPhone Apple iPad Android Blackberry
Digital Finance Forum 2012 #PrecSem
39. Statistics...... not the important factor
It is a simple decision:
• The trend cannot be questioned
• You need to have a solution for mobile today
• Aim to provide an optimal experience
Your question is what and how (not if)
Digital Finance Forum 2012 #PrecSem
40. Aspire to an integrated and considered approach
Kindle
iPad view
Desktop view
Smartphone view
Whisper sync
Digital Finance Forum 2012 #PrecSem
41. Your considerations should be:
• What - Corporate view : tactical campaign: quick wins
• Who (Approach) - your reach : audience : strategy
• How (Delivery) - screen : speed : context : content
• When (Future) – today’s expectation : innovations
We will look at each of these .....
Digital Finance Forum 2012 #PrecSem
42. (1) Approach: Your 0ptions
Responsive vs m. and Native app vs Framework app
Digital Finance Forum 2012 #PrecSem
46. Example: Insurance “Mobi” sites
Focus on brochureware Introducing transactional interaction
Digital Finance Forum 2012 #PrecSem
47. (2) Delivery – screen: speed: context: content
Considering context is topical and essential:
• Forrester definition:
“The sum total of what your customer has told you and is experiencing at the moment of
engagement.”
• Consider your customers
– situation
– preference
– attitudes
• Will give better customer experience
• Performance is key:
– “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer
satisfaction, and 7% loss in conversions. (In dollar terms, this means that if your site typically
earns £10,000 a day, this year you could lose £250K in sales).” [Source: Aberdeen Group]
Digital Finance Forum 2012 #PrecSem
56. Example: Responsive Design Challenge
Challenges - Considerations
• Forced order and best practice
• Screen size – optimised image
• Video playback
Digital Finance Forum 2012 #PrecSem
57. (3) Future – expectation: innovation
• Mobile is the fastest moving technology area
• Framework apps gaining momentum
• Trends to keep in eye on:
• Mobile Payments
• Near field opportunities
• Location based promotions
• QR & AR innovations
Digital Finance Forum 2012 #PrecSem
59. Discussion points
• Native iPhone and Android Apps are not the way forward.
• If you were to start a new website you’d consider the design
for mobile as your top priority.
• Mobile spend should match or exceed your desktop spend in
your digital budget.
Digital Finance Forum 2012 #PrecSem
67. We must understand our users, and their motivation
We must balance our outcomes with our users’
motivation
We must respond to the context
We must engage our audiences
Digital Finance Forum 2012 #PrecSem
68. What is engagement?
…the process of forming an attachment (emotional
and rational) between a person and a brand.
engagement measures the extent to which a
consumer has a meaningful brand experience when
exposed to a particular experience.
turning on a prospect to a brand idea enhanced by the
surrounding context
Digital Finance Forum 2012 #PrecSem
69. What is engagement?
…the process of forming an attachment (emotional
and rational) between a person and a brand.
engagement measures the extent to which a
consumer has a meaningful brand experience when
exposed to a particular experience.
turning on a prospect to a brand idea enhanced by the
surrounding context
Digital Finance Forum 2012 #PrecSem
70. It is impossible to engage
someone if you don’t know
what’s motivating them.
Digital Finance Forum 2012 #PrecSem
71. Grab their attention
Help them comprehend the proposition you are making
Give them what they need to make a decision
Enable them to recall you and your offer
Give them satisfaction
Digital Finance Forum 2012 #PrecSem
73. Experience = Rational + Emotional
Rational thought Emotional
Logical processing Intuitive thought
Analytical thought Creative thought
Sequential All at once
Cause and effect Holistic thought
Pragmatic Impetuous
Objective Subjective
Digital Finance Forum 2012 #PrecSem
74. Making an emotional connection
Framing
Feedback loops
Goal setting / Achievements
Story
Familiarity Bias
Digital Finance Forum 2012 #PrecSem
75. “Less than a cup of
coffee a day”
Digital Finance Forum 2012 #PrecSem
87. “Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
behind them.”
Robert Mills
Digital Finance Forum 2012 #PrecSem
92. We prefer things that
are familiar to us.
Digital Finance Forum 2012 #PrecSem
93. “Showing personality in your app, website, or brand
can be a very powerful way for your audience to
identify and empathize with you. People want to
connect with real people and too often we forget that
businesses are just collections of people. So why not
let that shine through?”
Aarron Walter
Digital Finance Forum 2012 #PrecSem
107. Discussion Points
Successful websites are about more than utility, facts and
figures. We need to make our sites personal, relevant and
engaging.
Compliance prevents us from meaningfully engaging with our
website visitors.
Driving users to our website should be the ultimate goal of the
majority of our online activity.
Digital Finance Forum 2012 #PrecSem
108.
109. Today
• Presentations 8.30 - 9.25
Introduction, Rich media, Blogging and Micro-blogging
Coffee
• Presentations 9.45 - 10.30
Social Networks, Mobile, Website innovation
Coffee
• Breakout discussions 10.45 - 11.30
2 x 20 minutes (musical chairs)
• The question of compliance 11.30 - 12.00
• Effective digital strategy 12.00 - 12.30
Digital Finance Forum 2012 #PrecSem
110. 1. Rich media
2. Blogging and Micro-blogging
3. Social Networks
4. Mobile
5. Website innovation
6. Integrated strategies
Digital Finance Forum 2012 #PrecSem