Presentation by Rune Sjøhelle, Communication Director, Nordea at the Financial Services Club, Oslo, 6th March 2014 Rune Kibsgaard Sjøhelle is head of Brand Management and Social Media in the Nordea Group and head of Communications in Nordea in Norway. He has ten years branding and communication experience from Nordea as well as experience from PR agencies and the European dot.com industry. He is educated MSc in Industrial Economics from the Norwegian Institute of Technology. - See more at: http://www.fsclub.net/events-focus.cfm?id=395#sthash.vUlM3txx.dpuf

1. Linda Thorling • 23/01/2014
1 •
Social Media in Nordea
Rune Kibsgaard Sjøhelle
Head of Brand Management and Social Media

2. 2 •

3. 3 •
The internet is a fad (1996)
Computers in the future may weigh
no more than 1,5 tons(1949)
There is nor reason anyone would want
a computer in their home (1977)
Next Christmas the iPod will be dead,
finished, gone, kaput (2005)
I think there is a world market for
maybe five computers (1943)

4. 4 •
WSJ on Princeton University
Phd Paper, last week

5. Social media facts (2013)
• 750 Million users from mobile (7000 different devices)
• 250 Billion photos uploaded every day
• 75% of possible engagement a post gets in its first 5 hours
5 •
• 288 million monthly active users
• Twitter’s fastest growing age demographic is 55 to 64 year olds
• 60% of users access from mobile
• 1,5 million LinkedIn groups
• 50% of user have Bachelor’s or Graduate degree
• 42% update their profile regularly
• Every second 8000 users likes a photo
• More than 5 Million photos uploaded every day
1.15 Bn
500 Mill
238 Mill
130 Mill
Source: Visua.ly /YouTube
1 Bn/month
• 100 hours of video are uploaded every minute
• Reaches more US adults ages 18-34 than any cable network

6. Social media facts Nordic(2013)
• 65% (adults) - 92% (age 15-30)
• 2.2 mill Norwegians every day
• 1.7 mill use mobile
6 •
• 8% daily use (Norway)
• 1.6 million Swedish members
• 30% of Swedish workforce
• 12% of Danish adults
• 670 000 Norwegian adults
Source: Visua.ly /YouTube
• 43% of ages 15-29 use daily

7. Why are Nordea on Social Media?
Because our customers and
stakeholders are there
7 •

8. A 2010 Social Media Wakeup Call:
8 •

9. A 2010 Social Media Wakeup Call:
9 •

10. 10
YouTube video
• US based NGO Avaaz
launched critical video on
2 December together with
Australian NGO The
Wilderness Society
• Shows Gunns’ helicopter
using ”napalm” to burn
down forrest
• http://www.youtube.com/w
atch?v=djiQ_rTC8jA

11. 11
E-mail campaign
• Avaaz followed up with
a systematic e-mail
campaign
• Nordea (Liisa Jauri,
CSR) received more
than 3400 e-mails,
many from own
customers.

12. 2009-6-19
Sosiale medier12
Sample e-mail
Topic: Nordea: Nej! till finansieringen av Cellulosafabriken på Tasmanien!
Hej!
Min familj är kund hos Nordea, och jag kan garantera att alla kommer att byta bank om ni
inte vägrar att finansiera Gunns Ltd:s cellulosafabrik på Tasmanien.
Jag kommer personligen att sprida detta meddelande till alla jag känner som inte känner till
Avaaz. Skogarna på Tasmanien hör till de mest unika och samtidigt känsligaste skogarna på
denna planet. Skövlingen av dem kommer inte att begränsas på bestämda områden utan
fortsätta att exploateras.
De är de sista stora skogarna i Australien och måste skyddas från ohållbar skövling, som den
Gunns Ltd sysslar med. Där växer unika träd som lever i hundratals år. Dessa kommer inte
att tillåtas växa på områden som avverkas genom kalhygge. Metoderna som används på
området för tillfället förtär all växtlighet, vilket gör att det tar tiotals år innan det på hela
området växer träd igen.
Om ni finansierar projektet kommer ni att medverka till bö! rjan på ett av de största
miljöbrotten i modern historia.
Med vänliga hälsningar,
Joel Wolff

13. 13
Twitter and
Facebook
• As direct result of e-
mail campaign there
was also formed a
Twitter campaign,
directed to Rune
Sjøhelle, GIC. More
than 50 Tweets
• A Facebook site was
also formed. 240
members in two days.

14. 14
Traditional media
• DR TV-avisen, evening news in
DK
• Berlingske Tidende
• Minor coverage in DK, FI and
SE, including
• Realtid.se, Vihreä Lanka,
Hufvudstadsbladet and
Copenhagen post
• Coverage more about the
protests than the actual case

15. How are the channels useful for Nordea?
15
• Customer service
• Building relationship
with customers
• Information about
products/services
• Complaints and
feedback
• Advertising
• Meeting
influencers
• Monitoring
issues and
topics
• Promoting
persons
• Repository for
video (embedded
on own websites)
• Advertising
• Content
marketing
• Recruiting
• Keeping up-to-
date on subjects

16. Are the kids leaving Facebook?
16
My 14 year
daughter
2011
Facebook friends
Family
group
School
group
Pages/
brands
Facebook friends
2013
My 16 year
daughterFamily
group
Pages/
brands
School
group
Theatre
group
Skiing
group
Party
group II
Friends
group
Party
group I
Not really, they are just using it
differently

17. Facebook pages – three streams
Customers and stakeholders
Customer
support
Proactive news
flow
Advertising /
promotion
Contact Centre Communications Marketing

18. • DNB: 237 000
• Swedbank: 29000
• Handelsbanken: 10 000
• SEB 18 000
• Skandiabanken(NO): 36 000
• Danske Bank: 38 000
• Sparebank1 (aliance): 200 000+
An audience is key
18 •
Finland: 17 520
Denmark: 29 320
Norway: 42 278
Sweden: 92 107

19. An average page post is seen by
only 3-15% of the page’s followers
19 •

20. Two ways to be visible: pay – or engage!
20 •
• Total reach 154 000
• Paid reach 150 000
• 34 shares
• 446 likes
• 50 comments

21. 21 •
• Total reach 145 000
• Paid reach 31 000
• 1 075 shares
• 2 707 likes
• 1 3819 comments
• Total reach 38 000
• Paid reach 0
• 18 shares
• 316 likes
• 105 comments

22. The Newsroom – a social media hub
22 •

23. 23
Youtube, Slideshare, Flickr
Markets NR, Blogs Email Google
Facebook
Twitter
Nordea.xx
Nordea.com
Intranet
Media
Newsroom w/ blogs

24. LinkedIn – a channel for knowledge and recruitment
• HR is responsible for Nordea’s LinkedIn
account
• 35810 Followers
• All open positions are posted
• Content from the English language
Newsroom is posted
• For employees, the several professional
LinkedIn groups is the real asset of
LinkedIn – a great source for updated
knowledge
24 •

25. YouTube – vast opportunities
• Today main Nordea page used for
repository for videos from own
web pages, + TV commercials
• Tomorrow (Q3) Part of marketing
shift for Nordea, to be used in
substantial content marketing
campaign
• Other Nordea pages:
• Nordea Markets
• Nordea Livogpension
25 •

26. Twitter – the influencer channel
• GIC is finalising an overall Nordea Twitter strategy this
quarter
• Twitter is overrepresented with journalists, politicians,
media personalities, athletes, and specialists of all sorts
• A reason for being on Twitter should be to influence the
influencers
• On Twitter, people are more interesting than brands –
dialogue is key
• Twitter is the trending channel – issues often emerge on
Twitter first
• A presence on Twitter requires a consistent use of topics
and #hashtags – as well as working with finding the right
influencers
• Twitter can be a great listening post for certain topics
26 •

27. Twitter
• Markets has a well functioning strategy on Twitter
27 •

28. Spokesperson or private individual
• Your Twitter account is personal yet formal – you are representing
Nordea, always
• Can you tweet about football? Yes, in order to be personal, you may
want to include non-financial issues
• Can you have a private Twitter account in addition? Yes, but I wouldn't
recommend it
• Can you have a private Facebook account? yes, of course
• Can you comment on Nordea's pages on behalf of Nordea from your
private Facebook account ? No!
• You can never disconnect yourself from your Nordea role in any
Social media
Rune Kibsgaard Sjøhelle • 23/05/2012
28 •

29. Guidelines
Rune Kibsgaard Sjøhelle • 23/05/2012
29 •

30. Thank you!
Rune Kibsgaard Sjøhelle
rune.sjohelle@nordea.com