10 būtiskas atziņas par sociālo mediju izmantošanu Nordea bankas komunikācijā pēdējo 2 gadu laikā.

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2. 1. Krīze ir laiks, kad cilvēki novērtē abpusēju uzticību un caurspīdīgumu

3. 2. Mēs esam sociālajos medijos, jo mūsu klienti ir tur...

4. ...un viņi runā par Nordea

5. Social media ! a shift to conversation
Traditional comms
Traditional
tactics focus on crafting
institutional messages
and assets then mass
distributing them to a
Institutional Voice Audience core audience.
Social Media
Social Media focuses
on enabling and
publishing a
conversation between
multiple parties where
the community has a
steak in the dialogue
Blogs Communities
3
3. Sociālajos medijos ir neierobežotas iespējas veidot attiecības ar klientiem

6. Using social media will make it easier for Nordea:
• to listen to what people say about us
• to make target groups aware of Nordea's products and services
• to build networks and relations with customers and potential
customers
• to find inspiration for new products and services
• to answer when we are contacted
• to strengthen Nordea's brand through better visibility and
dialogue
3. Sociālajos medijos ir neierobežotas iespējas veidot attiecības ar klientiem

7. • Dialogue – to approach the Great Nordea reputation
Monitoring Reaction Content Analyses
Oct 2009 Jan 2010 Apr 2010 Jul 2010 Oct 2010 Jan 2011
Strategy Great
Nordea
Team of Communicators Next level of
Communicators involvement
3 Workshops
Concultancy and regular evalution Pro-active projects
Guidelines for employees Monitoring
Everyday monitoring of social media content
Nordea profiles Digital marketing
Twitter, Youtube, Flickr
Nordea.lv Interactive Media Digital marketing
room Nordea Finance Football
Coordinate with Group Economic Outlook Small and medium business
Nordea Riga marathon School of Opportunities
Positivus sponsorship
4. Tomēr nav pareizās atbildes, tādēļ esam izvēlējušies Step-by-Step pieeju
Reliable and transparent Nordea Market average TH
30 %

8. 5. It is all about people jeb viss sākas no cilvēkiem

9. 5. It is all about people jeb viss sākas no cilvēkiem

10. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm

11. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm

12. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm

13. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm

14. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm

15. 7. Mēs paši kļūstam par žurnālistiem

16. 8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt

17. Twitter Youtube Flickr Facebook
• Sekot!ju skaita • Profila skat$jumu • Visu foto skat$jumu • Draugu skaits
pieaugums skaita pieaugums skaita pieaugums
• Nordea_Latvija • Visu video skat$jumu • Albumu skat$jumu
piemin"jumu skaita skaita pieaugums skaita pieaugums
pieaugums • Jauno video • Jauno albumu
• Linku apmekl"jumu statistika statistika
skaita pieaugums
• P!rpublic"jumu
skaita (RT)
pieaugums
• Dialogu skaita
pieaugums
• Atrisin!to s#dz$bu
skaita pieaugums
8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt

18. Input vs. Output
8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt

19. 30.08.10. Economic Outlook
22.10.10. Nordea Biznesa skola – Launch
27.10.10. Nordea Q3
29.11.10. GarduGadu – Lauch
8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt

20. Nordea Finance Football
Coordinate with Group Economic Outlook Small and medium business
Nordea Riga marathon School of Opportunities
Positivus sponsorship
Godīga un atklāta
Reliable and transparent Nordea Market average
30 %
20 %
10 %
0%
-10 %
2008 2009 2010 2011
8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt

21. • > 50 positive/neutral media items
• Target audience of 100,000 people reached
Business results
Increased Nordea reputation: dimensions safe and stable.
Droša un stabilaof net customers in SME segment
Business - the number
has increased for 50% in 2010
Safe and stable Nordea Market average
50 %
40 %
30 %
20 %
10 %
0%
2008 2009 2010 2011
Reliable and transparent Nordea Market average
30 %
20 %
10 %
8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt
0%
-10 %
2008 2009 2010 2011

22. 9. Ja vien kaut kas var saiet greizi, tas ari notiks

23. Listening – gaining Insights gained;
Private communities;
Research insights from listening to
customers Brand monitoring
Comfortable cost of
surveys or focus groups
Blogs;
Awareness;
Talking – using Communities;
Online “buzz”;
Marketing conversations with
customers to promote Social networking sites;
Time spent on sites;
products or services Video or user-generated
sites Sales
Energizing – identifying Brand ambassador
Community membership;
programs;
Sales enthusiastic customers
and using them to Communities;
Online “buzz”;
Sales
persuade others Embeddable “widgets”
Members participating;
Supporting – making it Support forums;
Support possible for customers to
help each other Wikis
Questions answered
online;
Avoided support calls
Embracing – turning Innovation communities; Usable product ideas;
Development customers into a
resource for innovation “Suggestion boxes” Speed of development
10. So what jeb Stratēģija un biznesa vērtība

24. 1. SM is not free if you want to manage it
properly:!
It takes people!
It takes time!
...which are limited resources!
2. !SM is not a short-term campaign, but a
continuous dialogue with a customer:!
!it involves active listening, reaction &
responding, content management and a
constructive communication!
!Once you are there, thereʼs no way back,
so a thorough strategic approach is
needed. !
10. + Tas nav par brīvu, bet ja esi iekšā – No way back

25. NORDEA STEP-BY-STEP JOURNEY IN SOCIAL MEDIA
THE OBJECTIVES: THE EXECUTION:
• To know, what is discussed about Nordea A step-by-step social media strategy
• Brand awareness and product promo • Monitoring – Evaluation, tools and metrix
• Dialogue – to approach the Great Nordea reputation • Reaction – Nordea profiles
• Interaction – Social media spokespersons team
• Content – Integration in Nordea communication campaigns
Monitoring Reaction Content Analyses
Oct 2009 Jan 2010 Apr 2010 Jul 2010 Oct 2010 Jan 2011
Strategy Great
Nordea
Team of Communicators Next level of
Communicators involvement
3 Workshops
Concultancy and regular evalution Pro-active projects
Guidelines for employees Monitoring
Everyday monitoring of social media content
Nordea profiles Digital marketing
Twitter, Youtube, Flickr
Nordea.lv Interactive Media Digital marketing
room Nordea Finance Football
Coordinate with Group Economic Outlook Small and medium business
Nordea Riga marathon School of Opportunities
Positivus sponsorship
Reliable and transparent Nordea Market average THE RESULTS:
30 %
20 %
• Nordea acknowledged as a leader in social media use among banks (Baltic
E-banking report 2010, Nov 2010)
10 %
• Nordea ranks in Top 25 in “Latvijas Twitter z!molu Tops” (Soon, Dec 2010)
0% • Nordea the strongest reputation among peer banks in the perception of – the
-10 %
2008 2009 2010 2011
Safest and most stable bank; Open and honest (Data Serviss, Dec 2010)

26. 1. Krīze ir laiks, kad cilvēki novērtē abpusēju uzticību un caurspīdīgumu
2. Mēs esam sociālajos medijos, jo mūsu klienti ir tur...
3. Sociālajos medijos ir neierobežotas iespējas veidot attiecības ar klientiem
4. Tomēr nav pareizās atbildes, tādēļ esam izvēlējušies Step-by-Step pieeju
5. It is all about people jeb viss sākas no cilvēkiem
6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm
7. Mēs paši kļūstam par žurnālistiem
8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt
9. Ja vien kaut kas var saiet greizi, tas ari notiks
10. So what jeb Stratēģija un biznesa vērtība