Social Media in de Accouncantybranche Drs. Katherine Kucherenko@katherinekucher1 Juni 2012

Wij worden ingehaald door Facebank, PayPal,

Googlebank....maar wij kunnen niet zo snel veranderen”

Henk KriezeDirectievoorzitter SNS Retail Bank

Made in heaven or marriage from hell? Social Media and the Financial sector. Ciciero consulting. Januari 2012

Nearly 60% of those working in financial services think that their industry has so far not been effective in

utilizing social media.....

Spending on Social Media is low compared to investment in other forms of communications, 59% of

firms are spending less than £50.000 per year on Social Media and 29%

are spending nothing.

Social Media in de accountancybranche

in Nederland

Kucherenko K. & Coelman R., B2B Marketing wordt sociaal: onderzoek naar Social Media gedrag door bedrijven in de sector zakelijke dienstverlening in Nederland. Breukelen, Nyenrode Business Universiteit, 2011.

Daling traditionele kanalen in de Accountancybranche

“In de toekomst komen ongetwijfeld technologische oplossingen waardoor individuen reclame kunnen uitschakelen” Joachimsthaler & Aaker, 1997

Reis naar Himalaya

Robben H., Moenaert R., Gouw P., Marketing strategy & Organisaion. Leuven, LanooCampus, 2011

Kucherenko K. & Coelman R., B2B Marketing wordt sociaal: onderzoek naar Social Media gedrag door bedrijven in de sector zakelijke dienstverlening in Nederland. Breukelen, Nyenrode Business Universiteit, 2011.

Wie zijn jouw doelgroepen?Wat zijn hun Sociale activieiten?

Aanbevelingen

Aan

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Wat wil je bereiken?

Kucherenko K. & Coelman R., B2B Marketing wordt sociaal: onderzoek naar Social Media gedrag door bedrijven in de sector zakelijke dienstverlening in Nederland. Breukelen, Nyenrode Business Universiteit, 2011.

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People don’t buy

WHAT you do…

… but WHY you do it! Simon Sinek

Stap 1: Wie ben je? En wat wil je bereiken?

81% of people in the financial sector see Twitter as the most

important social network for their

organisation, compared to under 50% for LinkedIn and Facebook.

Made in heaven or marriage from hell? Social Media and the Financial sector. Ciciero consulting. Januari 2012

Made in heaven or marriage from hell? Social Media and the Financial sector. Ciciero consulting. Januari 2012

Kucherenko K. & Coelman R., B2B Marketing wordt sociaal: onderzoek naar Social Media gedrag door bedrijven in de sector zakelijke dienstverlening in Nederland. Breukelen, Nyenrode Business Universiteit, 2011.

Made in heaven or marriage from hell? Social Media and the Financial sector. Ciciero consulting. Januari 2012

Made in heaven or marriage from hell? Social Media and the Financial sector. Ciciero consulting. Januari 2012

1Rules designed

to prevent irrevocable

disaster

2Rules designed

to prevent moral, ethical,

and legal issues

Social Media is not only about

technology. You need a Social mindset.

!

www.rockyourrefound.com

“It’s only a failure if we fail to get the learning”

Scott CookSEO Intuit

“Innovations that expand markets will almost always come from outside the industry”

Albert Einstein

A day made of GlassMade possible by Corning

IBM’s Watson campagne

Sooooo stressed out. Have to make a tough decision and know I'll probably hurt someone's feelings. Arrggghhh.

The real ROI:

1 NAB is now ranked #1 in customer service surveys, up from last place.

2 79% increase in home loan inquiries.3 50% increase in credit card applications.4 20% increase in new accounts.

(Gains - Investment)Investment ROI =

A negative ROI can be good!

!  Blog Metrics: !  Raw Author Contribution:

!  post per month / months of blogging; !  # of words in a post / # of posts;

!  Audience Grotwh: growth # of visits / visitors over time !  Conversation Rate: # of visitor comments / # of posts !  Citations / Ripple index !  Costs: Technology + Time * Opportunity Costs !  Benefits: Direct value (leads) and Unquantifiable Value

!  Answers following questions: !  Do i deserve to be succesful? !  Is anyone out there reading my content? !  Am i talking to myself of conversating? !  Are other people talking about me or my company? !  What is cost / benefit of blogging effort?

Rick Mans, B2B Goes Social, September 2011

ROI just one of the metrics

In welke mate zou je mijn bedrijf aanbevelen binnen jouw netwerk?

London School of Economics 2005

Hoeveel moeite heeft het jou als klant gekost om iets voor elkaar te krijgen?Op de scaal van 1 (heel weinig moeite) tot 5 (heel veel moeite)

Customer effort score

Los de problemen van jouw klanten op

Vergeet toeters en bellen!

VINDBAARHEID &

17%

VINDBAARHEID &

What’s on your website?

VINDBAARHEID &

DUURZAAMCONCURRETIEVOORDEEL

VINDBAARHEID &

KATHERINE KUCHERENKOOnline Business Strateeg@katherinekucher