Michael Leander's keynote from the Digital Finance Event in Helsinki, Finland.

1. Digital
marke,ng
trends
for
financial
services
marketers
Keynote
speaker
Michael
Leander
Helsinki,
Finland,
24
April
2014
>
www.michaelleander.me
>
www.sitecore.net

2. See
pictures
from
the
event
here

3. Get
the
Digital
Maturity
in
the
Financial
Sector
in
Finland
Infographic
here

4. This
slidedeck
does
not
contain
the
videos,
but
you
can
go
to
www.marke,ngtelly.com
to
find
them
French
viral
video
“Paper”
here
Catherine
Tate
“The
Translator”
here

5. The
importance
of
E’s
in
the
online
space
1. Expecta,on
2. Excellence
3. Exci,ng
4. Experience
5. Emo,ons
(leading
to
acHon)
6. Enablement

6. Concepts
&
Ideas
Digital
Finance
Threats,
Trends,
OpportuniHes
One
customer
at
a
Hme
Mobility
Social,
Local
(SOLO)
Michael
Leander:
@michaelleander
#digitalfinance14
@sitecore

7. Key
points
• Key
differen,ator
is
delivering
an
excepHonal
customer
experience
throughout
the
lifeHme
of
ideal
customers
providing
preferenHal
service
to
high
LTV’s
• SOLO
–
Social
is
Local
and
so
is
Mobile;
bringing
local
to
social
empowering
individual
employees
to
effecHvely
service
individual
customers
• Omnipresence
is
the
game
you
play.
It’s
difficult,
but
with
the
right
strategy
and
proper
tools
in
place,
it
is
a
winning
posiHon

8. The
Future
is
Here
Now,
it
is
just
not
evenly
widely
distributed

9. DifferenHate
and
stand
out

10. Financial
Services
Trends
&
Innova,ons

11. Financial
Services
Trends
&
Innova,ons
Source
here:
h*p://www./.com/cms/s/0/0e0ef050-­‐c16a-­‐11e3-­‐97b2-­‐00144feabdc0.html#axzz2zljZJxYX

12. Get
10
Facebook
friends
to
vouch
for
you
to
get
your
quick
loan

13. First
Na,onal
Bank
innova,on
through
consumer
insights
SEE
VIDEO
>>>
hZps://www.youtube.com/watch?v=mMzSaG9T5M0
<<<

14. Bank
Audi
(Randa
Bdeir)
50+
credit
cards
each
with
own
site
and
communica,on
plan

15. Empowering
customers
–
integra7ng
in
all
touch-­‐points
=
Omnipresence

16. Content
driven,
engaging
and
differen,ated
approach
Bedre
Råd
(Be*er
Advice/More
Affordable)
portal
engaged
customers
and
ulHmately
lead
to
more
qualified
loan
applicaHons
at
a
cheaper
acquisiHon
cost

17. Bedre
Råd
worked
because
it
solved
THE
OTS
CHALLENGE
Message
AcHon
Message
Message
Message
Message
Message
AcHon
Increase
opportunity
to
see
by
3,
5,
10

18. THE
CUSTOMER
Experience
OMNICHANNEL
RELEVANCE
EMPOWERMENT
InnovaHon
reflecHng
the
Hmes
we
are
living
in

19. Now
&
Next
Genera7on
Online
Presence
Centers
Around
….
Customer
journey
/&
persona
driven
approach
• Align
content
to
solve
customer
needs
• DifferenHate
based
on
prospect
&
customer
status
+
win-­‐back
Content
in
context
• Match
buying
vs.
selling
cycles
• Relate
content
to
campaigns
Community
engagement
• Establish
sHckiness
• Social
engagement
• AZract,
sustain
&
grow
membership
based
community
Engagement
&
campaign
automa,on
• Personalized
• Relevant
conversaHons
• One
data
repository
Prerequisite
=
Strong
technology
setup

20. iQuestion
Time
A
quick
marke,ng
IQ
test
for
financial
services
marketers

21. Which
presenta7on?
A
–
With
fun
B
–
Without
fun

22. Which
reads
the
most
words
per
minute
–
the
eye
or
the
ear?
2.500
words
per
minute
125
words
per
minute

23. People
talk
about
pictures,
share
them,
LOL
at
them

24. Let’s
show
the
world
how
amazing
we
are
• Take
a
picture
• Have
a
chocolate
• Leave
your
business
card
or
email
address
to
get
case
studies
• See
your
photo
on
Facebook
and
other
places
;-­‐)
Trondheim,
Norway
Sydney,
Australia

25. Your
market
is
both
men
and
women.
You
can
only
use
one
picture.
Which
do
you
choose?
Man
also
known
as
male
Woman
also
known
as
female

26. The
power
of
social
is
in
the
share

27. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
good
Ac7on
is
best
Like
is
NOT
a
currency,
engagement
is
@michaelleander

28. The
power
of
social
is
in
the
share
Page
likes
5.000
Shared
222
Reach
23.168
Clicks
?
Likes
74
Call
to
acHon

29. Make
the
onsite
share
easy
-­‐
>
and
make
it
count
Think
about
-­‐ Images
-­‐ Shared
text
-­‐ How
to
make
the
share
convert

30. What
is
the
biggest
reason
for
customers
defec,on?
• Price
of
service
• Dissa,sfac,on
• Don’t
get
aeen,on

31. Reasons
for
customer
defec,on

32. Own
The
Experience

34. The
experience
starts
and
ends
with
marke7ng

36. No
more
one
size
fits
all
–
no
more
pretending

37. Personalized
with
7tle
and
name
Targeted
relevant
offer
Image
and
copy
based
on
life
stage

39. Personalize
and/or
customize
the
online
experience

40. Sta,c
approach:
Homepage

41. Sta7c
approach:
What
does
your
visitor
want
to
do
next?

42. Model
for
content,
customiza,on
and
personaliza,on
planning

43. FURDIC
-­‐
>
The
feel
good
feeling
related
to
your
online
presence
• Can
your
visitors
FURDIC
?
– Find
– Understand
– Relate
– Do
– Interact
– Complete
(transacHon)

44. FIND,
Serve,
Convert
Dynamic
Entry
page
Campaign
Google
Social

45. Am
I
in
the
right
place
?
Looks
for
signals
Finds
signal
quickly
No
signals
found
Good
experience

46. Use
commonsense
>
increase
your
conversion
rates
Banner
adverHsement
Landing
page

47. The
Danger
of
Band
Wagon
&
The
Urgency
of
Mobility,
Local

48. New challenges,
new opportunities, new fads
Touch

49. New
opportuni7es
to
interact
and
get
a
response
from
your
audience
using
QR
codes
(or
not)

50. Drink
and
scan
–
if
you
can
!

51. Scan
and
download
a
book

52. How
does
mobile
&
relevant
”7me
and
place
offers”
7e
in
with
the
overall
customer
experience
and
your
webpresence

53. Your
role
in
the
mobility
space
LocaHon
based
services
Local
(branch
level)
interacHons
Content
opportuniHes
Customer
service
point

54. In
Summary:
Own
the
Experience
>
AnHcipate
customer
needs
>
Provide
Hmely
service
>
DifferenHate
communicaHon
>
Personalize
communicaHon
>
Understand
preferences

55. What
to
think
about
next
1. How
do
you
outline
the
buying
process
of
your
audience?
And
how
to
align
that
with
your
selling
processes?
Customer
journey,
personas
2. What
are
the
main
drivers
for
delivering
a
personal
customer
experience
online?
(match
customer
expectaHons)
3. How
can
you
take
the
first
step
towards
beeer
targe,ng?
Online
onsite,
in
direct
communicaHon?
4. What
does
contextual
content
mean
for
you
and
how
can
you
embrace
that
concept?
5. How
can
you
ensure
beeer
control
of
what
people
share
from
your
web
presence
–
pictures,
headlines,
text?
6. How
can
you
establish
one
data
repository
containing
profile
data,
behavioral
data
and
transacHonal
data?
7. How
can
you
establish
an
effec,ve
work
flow
for
allowing
you
to
create
and
test
content
pages,
product
pages,
e-­‐commerce
pages
on
the
fly
and
with
minimum
effort?

56. Want
to
know
more?
Here’s
what
to
do
• Sitecore’s
resource
secHon.
Lots
of
great
content
there
hZp://www.sitecore.net/Resources.aspx
• Come
say
hi
&
join
the
fun
over
at
my
Facebook
page
hZps://www.facebook.com/michaelleandernielsen
• Stay
tuned
for
more
content
on
Twieer
hZp://www.twiZer.com/michaelleander
• Join
our
CMO
Group
on
Linkedin
here
hZp://www.linkedin.com/groups/Chief-­‐MarkeHng-­‐
Officers-­‐Exclusive-­‐2268050
• QuesHons
or
need
input,
send
me
an
email
Michael@michaelleander.me

57. I
knew
you
would
be
awesome
!
Michael@michaelleander.me