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Saffron     Michelle Monck
                 Building
                 Society    17 February 2010




                        Why we’re getting social...



Monday, 22 March 2010
“We always overestimate the
                        change that will occur in the next
                        two years and underestimate the
                        change that will occur in the next
                        ten.
                        Don't let yourself be lulled
                        into inaction.”
                        Bill Gates, c1999




                        How true is this quote?




Monday, 22 March 2010
Let’s go forward, before we go back...




                  Using the internet to help
                  people save for their dreams




Monday, 22 March 2010
Let’s go back, before we go forward...




Monday, 22 March 2010
Monday, 22 March 2010
Monday, 22 March 2010
Monday, 22 March 2010
Mutuality was
                        about building          The first
                        communities to
                        share the burden of     social
                        big responsibilities:   network?

     Food Health Housing Insurance

Monday, 22 March 2010
A quick history lesson


       1774             1830              1986             1989            2004

                                          Act passed in                    and
                                          Parliament                       everything
                        Permanent         allowing                         changes...
      First building    building          societies to
      society formed    societies where   demutualise in
      Birmingham -      the society       order to         Tim Berners-
      the first social   continued on a    compete with     Lee ‘invents’   Facebook is
      network?          rolling basis     banks            the internet    born




Monday, 22 March 2010
We just lost control...big style
             • We invest £1,000’s in our brand, our
               branches, web site, literature, marketing
             • We train our staff to be brand advocates
             • We have mission statements, policies,
               customer service guides, complaints
               processes…
             • Up until 2004 we could control all this



Monday, 22 March 2010
Our brands are under threat




                                  To one person broadcasting to
            We’ve gone from one   an audience of billions
            person telling five    Social networks like Facebook
            people about a bad    and Twitter make this happen
            experience            This can also have a positive
                                  effect if positive things are said

Monday, 22 March 2010
A look back - how the internet evolved...




                    AOL Got People        Yahoo       Google made      Facebook
                   onto the Internet   organised it   it searchable   made it social

Monday, 22 March 2010
How Facebook evolved...

       Feb 2004         Dec 2005        May 2006 May 2007 Today

                                        30,000
                                        educational
      Facebook                          institutions in
      launches as                       US, Canada
      network site      Facebook used   and other
      for Harvard       by 3.5m US      English
      Business          students        speaking
      School
      Students
                        in 800
                        colleges
                                        countries.
                                        8m users
                                                            21 million
                                                            users        ???


                                                                         Source: BBC
                                                  Source: KTBX.com

Monday, 22 March 2010
Facebook today


    • 11 million people in the UK use
      Facebook .... everyday
    • Improved search facilities and
      precise targeting are really
      challenging Google in terms of
      information gathering and
      advertising

             Bigger than Google for
             the first time ever...

             Christmas Day 2009

                                         Source: facebook.com
           Source: businessinsider.com


Monday, 22 March 2010
Facebook today




                                                                    25 mins per day



                                                         2 visits
                                                           per
                        Source: facebook.com
                                                           day

      If these were High Streets –             Footfall but
      Where would you put a branch?            the right footfall
Monday, 22 March 2010
Whose using
    Facebook?




                        Source: facebook.com




      Not just a youth audience                47% fall into the
                                               25–44 year old bracket
Monday, 22 March 2010
The growth of micro blogging (Twitter)                                 Source: BBC




                                                                                         Source: Alexa




                 UK Twitter users Feb 08 - 100,000 UK   News consumption
                 Twitter users Feb 09 - 1,780,000       News generation



Monday, 22 March 2010
Who uses Twitter?


    • Numbers a little harder to get hold of
    • Heavy users tend to be younger males
    • All these figures are indexed against US




                                                Source: brandbuilder.com




Monday, 22 March 2010
Who uses Twitter?


    • Numbers a little harder to get hold of
    • Heavy users tend to be younger males
    • All these figures are indexed against US

                        Explosion!!!!!!!!!!...



Monday, 22 March 2010
It hits the fan for HSBC in August 2007...
                                                                    “Over the past few weeks it has
                                                                    exploded, with more
                                                                    than 2,500 graduates signed up
                                                                    and dozens more joining every
                                                                    day”.



                                       Source: Facebook




                                                          Source: BBC

                Source: The Guardian


Monday, 22 March 2010
How the networks interact


    • Integration of
      different social
      networks is easier
    • Users engage with a
      number of different
      networks e.g.
      Sharing YouTube
      videos via Facebook
    • The Iran Election is
      a good reflection of
      this interaction...




Monday, 22 March 2010
Who uses Twitter?


    • Numbers a little harder to get hold of
    • Heavy users tend to be younger males
    • All these figures are indexed against US

                        Explosion!!!!!!!!!!...



Monday, 22 March 2010
An ‘explosion’ in 2009 in citizen journalism




                    20,000 photo
                      uploads

                             220,000 per hour
                          relating to Iran Election




                                                         50,000 Fans in
                                                            10 days
                                       495,000 views


                                                       Sources: Facebook and Youtube


Monday, 22 March 2010
And it goes on...




Monday, 22 March 2010
What are people doing on the internet now 2010


    • Video and blogging
                                                            72.8% read blogs
    • This is where people
      get information
    • Peer to peer




                                       82.9% watch video
                                            online

                             Source: All universal McCann



Monday, 22 March 2010
Watching video over the web is booming                         Source: Mashable!




   Source: comscore




                                                        Loads of new ‘tools’ that enable
                                                                 video sharing




                                Source: Vnuemedia.com


Monday, 22 March 2010
Once the realm of the nerd,
    blogging is becoming more
    common
    • Search results now include
      content from Facebook,
      Twitter and Blogs
    • You can no longer control
      what people see when they
      search for your brand.
    • Searchers can find out what
      people are saying about the
      brand (peer to peer) right now
      and use this information to
      inform their purchase decision
                                       Source: Universal McCann
    • Bloggers opinion’s are
      ‘trusted’



Monday, 22 March 2010
The ‘influence economy’...

    Some things don’t change –
    the most powerful form of
    marketing is personal
    recommendation.




Monday, 22 March 2010
Peer to peer trust has huge
    influence on the purchase decision               Supporting word-of-mouth is
                                                    no longer a nice-to-have

                                                    – 77% of consumers seek out
                                                    reviews before buying

                                                    – 70% of UK consumers say
                                                    reviews are the most important
                                                    information




   Source: BazaarVoice          Source: Vnuemedia.com


Monday, 22 March 2010
So what are we doing?


                          • We’re going to the pub
                          • If you were in the pub and people were talking, or
               Ye Olde      worse, complaining about the service from your
                World       building society –
               Wide Pub                                 What would you do?



                          • Listen and then join in the conversation
                          • But you’ve got to be in the pub in the first place...


                                                That’s what we’re
                                                doing in social media


Monday, 22 March 2010
“The internet is becoming the
                        town square for the global village
                        of tomorrow.”
                        Bill Gates




                        How true is this quote?




Monday, 22 March 2010
Let’s all go down to the ‘virtual pub’ and see what
              people are saying...




      Presentation written by Saffron Building Society and Brand Experience
      Contact Julian Steedman, Managing Director, Brand Experience. 01603 612792. www.brandex.co.uk

Monday, 22 March 2010

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Sbs Why You Should Get Social

  • 1. Saffron Michelle Monck Building Society 17 February 2010 Why we’re getting social... Monday, 22 March 2010
  • 2. “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don't let yourself be lulled into inaction.” Bill Gates, c1999 How true is this quote? Monday, 22 March 2010
  • 3. Let’s go forward, before we go back... Using the internet to help people save for their dreams Monday, 22 March 2010
  • 4. Let’s go back, before we go forward... Monday, 22 March 2010
  • 8. Mutuality was about building The first communities to share the burden of social big responsibilities: network? Food Health Housing Insurance Monday, 22 March 2010
  • 9. A quick history lesson 1774 1830 1986 1989 2004 Act passed in and Parliament everything Permanent allowing changes... First building building societies to society formed societies where demutualise in Birmingham - the society order to Tim Berners- the first social continued on a compete with Lee ‘invents’ Facebook is network? rolling basis banks the internet born Monday, 22 March 2010
  • 10. We just lost control...big style • We invest £1,000’s in our brand, our branches, web site, literature, marketing • We train our staff to be brand advocates • We have mission statements, policies, customer service guides, complaints processes… • Up until 2004 we could control all this Monday, 22 March 2010
  • 11. Our brands are under threat To one person broadcasting to We’ve gone from one an audience of billions person telling five Social networks like Facebook people about a bad and Twitter make this happen experience This can also have a positive effect if positive things are said Monday, 22 March 2010
  • 12. A look back - how the internet evolved... AOL Got People Yahoo Google made Facebook onto the Internet organised it it searchable made it social Monday, 22 March 2010
  • 13. How Facebook evolved... Feb 2004 Dec 2005 May 2006 May 2007 Today 30,000 educational Facebook institutions in launches as US, Canada network site Facebook used and other for Harvard by 3.5m US English Business students speaking School Students in 800 colleges countries. 8m users 21 million users ??? Source: BBC Source: KTBX.com Monday, 22 March 2010
  • 14. Facebook today • 11 million people in the UK use Facebook .... everyday • Improved search facilities and precise targeting are really challenging Google in terms of information gathering and advertising Bigger than Google for the first time ever... Christmas Day 2009 Source: facebook.com Source: businessinsider.com Monday, 22 March 2010
  • 15. Facebook today 25 mins per day 2 visits per Source: facebook.com day If these were High Streets – Footfall but Where would you put a branch? the right footfall Monday, 22 March 2010
  • 16. Whose using Facebook? Source: facebook.com Not just a youth audience 47% fall into the 25–44 year old bracket Monday, 22 March 2010
  • 17. The growth of micro blogging (Twitter) Source: BBC Source: Alexa UK Twitter users Feb 08 - 100,000 UK News consumption Twitter users Feb 09 - 1,780,000 News generation Monday, 22 March 2010
  • 18. Who uses Twitter? • Numbers a little harder to get hold of • Heavy users tend to be younger males • All these figures are indexed against US Source: brandbuilder.com Monday, 22 March 2010
  • 19. Who uses Twitter? • Numbers a little harder to get hold of • Heavy users tend to be younger males • All these figures are indexed against US Explosion!!!!!!!!!!... Monday, 22 March 2010
  • 20. It hits the fan for HSBC in August 2007... “Over the past few weeks it has exploded, with more than 2,500 graduates signed up and dozens more joining every day”. Source: Facebook Source: BBC Source: The Guardian Monday, 22 March 2010
  • 21. How the networks interact • Integration of different social networks is easier • Users engage with a number of different networks e.g. Sharing YouTube videos via Facebook • The Iran Election is a good reflection of this interaction... Monday, 22 March 2010
  • 22. Who uses Twitter? • Numbers a little harder to get hold of • Heavy users tend to be younger males • All these figures are indexed against US Explosion!!!!!!!!!!... Monday, 22 March 2010
  • 23. An ‘explosion’ in 2009 in citizen journalism 20,000 photo uploads 220,000 per hour relating to Iran Election 50,000 Fans in 10 days 495,000 views Sources: Facebook and Youtube Monday, 22 March 2010
  • 24. And it goes on... Monday, 22 March 2010
  • 25. What are people doing on the internet now 2010 • Video and blogging 72.8% read blogs • This is where people get information • Peer to peer 82.9% watch video online Source: All universal McCann Monday, 22 March 2010
  • 26. Watching video over the web is booming Source: Mashable! Source: comscore Loads of new ‘tools’ that enable video sharing Source: Vnuemedia.com Monday, 22 March 2010
  • 27. Once the realm of the nerd, blogging is becoming more common • Search results now include content from Facebook, Twitter and Blogs • You can no longer control what people see when they search for your brand. • Searchers can find out what people are saying about the brand (peer to peer) right now and use this information to inform their purchase decision Source: Universal McCann • Bloggers opinion’s are ‘trusted’ Monday, 22 March 2010
  • 28. The ‘influence economy’... Some things don’t change – the most powerful form of marketing is personal recommendation. Monday, 22 March 2010
  • 29. Peer to peer trust has huge influence on the purchase decision Supporting word-of-mouth is no longer a nice-to-have – 77% of consumers seek out reviews before buying – 70% of UK consumers say reviews are the most important information Source: BazaarVoice Source: Vnuemedia.com Monday, 22 March 2010
  • 30. So what are we doing? • We’re going to the pub • If you were in the pub and people were talking, or Ye Olde worse, complaining about the service from your World building society – Wide Pub What would you do? • Listen and then join in the conversation • But you’ve got to be in the pub in the first place... That’s what we’re doing in social media Monday, 22 March 2010
  • 31. “The internet is becoming the town square for the global village of tomorrow.” Bill Gates How true is this quote? Monday, 22 March 2010
  • 32. Let’s all go down to the ‘virtual pub’ and see what people are saying... Presentation written by Saffron Building Society and Brand Experience Contact Julian Steedman, Managing Director, Brand Experience. 01603 612792. www.brandex.co.uk Monday, 22 March 2010