1. Online communities are booming: ‘Time to get on board’ Woerden, 2009 Opportunities for financials with online communities

3. Introduction Google has bought 1.6% of the stock of Facebook for $240 million (2007) Several financials in the Netherlands have started a online community (ABN AMRO, Rabobank, Achmea) Last several years online communities have grown explosively en reach a large group of potential customers on daily basis. The impact of these communities has also exploded. The financial sector will have to deal with this phenomenon, like in the early days of the introduction of the Internet, and have to have a proper reaction. The positive side are the endless opportunities that these communities have to offer. IG&H has done research in connecting online communities and financial services. This presentation will give you a overall view in the world of online communities and the highlights of the research. Source: view slide 21 The online community of LEGO© has a huge contribution in product development Hyves reaches 50% of the Dutch population (13+) at daily basis in 2008 MySpace has accumulated a total of 100 million members in 2007 The online community customer is buying 54% more than the traditional customer

5. A online community is the platform for the interaction between members “ A online community exists of people who communicate socially or business wise on a technical platform. The community is established with a common interest, common problem, common task or common cause of the members. The interaction is based on implicit or explicit rules of conduct.” Definition ‘Online communities’ Source: view slide 21

7. Examples of online communities Source: view slide 21 est. € 1.2 billion 120 million user mainly in Brazil en India Help users to find friends and stay in touch Top-down en personal Unknown Unknown. 400 frequent participants in inquiries for product development Involve active travellers in product development Top-down en professional est. € 100 - 300 million 6,2 million (reach: 49% of the Dutch population (13+), 150 million daily page views, turnover est. € 10 million a year Help users to maintain contact with friends and make new friends Bottom-up en personal est. € 500 million (source: American tax collectors office) Market value 21 million, 570.000 in the Netherlands, est. 100-200 million daily, turnover € 20 million a year (189% growth in 2007) Number of users To let users profit from mutual business network and exchange knowledge (business opportunities, vacancies) Goal Bottom-up en professional

10. Financials react on changes in buyer behaviour, especially in orientation phase Offering insight in reviews of peers. Peer reviews Compare best use & ratings. Social navigation Overview of review summaries. Review snapshots Joint buying of products and services. Group-buying Compare use of bought product or service with peers. Peers-information Platform for mutual sales between members. Peer-to-peer buying Use of knowledge of the community. Expert information Buying cycle Purchase Use Orientation

11. Expanding group of ‘online-community-consumers’ shops longer, visits more often, buying more and is more loyal Online-community- members Community users visit nine times more often than non-community users . Community users spend 54% more than non-community users . 56% percent of online community members log in once a day or more . Customers report good experiences in forums more than twice as often as they do via calls or mail. Community users remain customers 50% longer than non-community users . User numbers of online communities is doubled in 3 years. More than 71% thinks their community is very important to them. Cost per interaction in customers support averages € 8 via the contact center versus € 0.10 via self-service options. Source: view slide 21

13. Conceivable objectives of financials with online communities Occasionally Often Degree of usage Reach specific target groups, Reach large target groups, Generate mouth-to-mouth advertisement, Create strong bond with customers, PR, Free advertisement, Product reviews, Web care Expert opinion, Marketing Product & Operations Sales Learning environment, Sell products , Sell online service Offering online service , Product development in cooperation with customer, Test environment

20. © IG&H Management Consultants B.V. Woerden, 2009