by Christoph Bauer, Innovation Evangelist @Societe Generale, DE

1. Christoph Bauer, Innovation Evangelist
Der Link, Berlin Innovation Team, Societe Generale
TACKLING CULTURE
WITH A MINIMUM
VIABLE INNOVATION
TEAM
C 0 - P U B L I C1 3 . 0 3 . 2 0 1 9

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TABLE OF CONTENTS
1. SOCIETE GENERALE IN A NUTSHELL
2. MISSION, STRUCTURE AND HISTORY OF DER LINK
3. TACKLING CULTURE WITH A SMALL INNOVATION TEAM

3. SOCIETE GENERALE
IN A NUTSHELL
1

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* Excluding insurance policyholders
** Rounded figure. Headcount at end-2017 excluding temporary staff
THE ESSENTIAL
Societe Generale is one of the leading European financial services groups.
Based on a diversified and integrated banking model, the Group combines financial strength and
proven expertise in innovation with a strategy of sustainable growth, aiming to be the trusted partner
for its clients, committed to positively transforming the world.
3 complementary core businesses:
 French Retail Banking
 International Retail Banking & Financial Services
 Global Banking & Investor Solutions
31 million*
individual clients, businesses and
institutional investors
147,000+**
members of staff
67 countries
worldwide
€2.8 billion
Group Net Income
€23.95 billion
in Net Banking Income
11.5%
Common Equity Tier 1 ratio
OUR VALUES
Team Spirit Innovation Responsibility Commitment
FINANCIAL FIGURES AS OF 31.12.2017 - SOME FIGURES HAVE BEEN ROUNDED UP OR DOWN

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Munich (Unterföhring)
Hamburg
Herzberg am Harz
Depositary
Innovation Team
Berlin
Wuppertal
SOCIETE GENERALE
GERMANY AT A
GLANCE
LONGSTANDING HISTORY:
 Present in the country since
1886, one of the oldest foreign
banks in Germany
 Over 3,500 employees in all
entities, distributed over 6
locations
 Handling everything from car
loans and credit cards to
institutional clients
EMPLOYEE FIGURES AS OF 31.12.2017 - SOME FIGURES HAVE BEEN ROUNDED UP OR DOWN
KVG
GTPS
Frankfurt
DER LINK

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SG INNOVATION OUTPOSTS AROUND THE WORLD

7. TEAM AND APPROACH
OF « DER LINK »
2

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TEAM & TIMELINE
Claire Courtejoie
▪ Innovation at SG Group
Innovation Division
▪ Design Thinking Agency
▪ M&A
Christoph Bauer
▪ Future Thinktank &
Regulatory Strategy
▪ Management Consulting
▪ Marketing & Social Media
N.N.
▪ Starts at 1st of April
▪ Mixture of business (MBA),
design and innovation
experience
▪ Finished studies of Design
Thinking at HPI in Potsdam
09/2016 - Learning Expedition
for German CEOs
Inspired by the vibrant Berlin
ecosystem, the idea for a joint
innovation team was born
06/2017 – Launch of Der Link
Inauguration of the team by
senior executives at Factory,
Berlin
08/2017 – Completion of the team
Our first VIE Allison joined the team
10/2017 – 06/2018 - Validation
High satisfaction of German CEOs
validated concept and created
foundation for next years
Current status
Over 80 projects supported, avg.
event NPS of 50, wide-ranging
internal and external network, dozens
of vendors successfully referred
?

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CHALLENGE &
APPROACH
CHALLENGE
 Small team size and multitude of
stakeholders don’t allow long project
involvement or product development
 Stakeholders share few similarities,
have differing needs and maturity levels
APPROACH
 We act as an enabler and platform
between Group, ecosystems & entities
 Short, high-impact projects leveraging a
network of high-quality vendors
(agencies, freelancers, startups)
 Starting with a network of 8 Innovation
Coordinators, Der Link is constantly
growing its network of peers
INNOVATION
COORDINATORS
IN EACH ENTITIY
INTERNATIONAL
INNOVATION
TEAMS
GERMAN
CEOS
GROUP
INNOVATION
DIVISION
INNOVATORS
IN ENTITIES
HEADS OF HR
PROJECT
MANAGERS
DER LINK

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OUR 2 STRATEGIC AXES: TECH & MINDS
EXTRACT VALUE FROM
DATA
▪ Introduce machine learning &
statistical methods
▪ Help establish data culture &
mindset in entities
OPTIMIZE
PROCESSES
▪ Automate, digitize, redesign,
and improve processes
▪ Introduce RPA and other
relevant solutions and
support first projects
SPREAD USER-CENTERED
METHODS
▪ Highlight importance of
experience design (UX, UI)
▪ Introduce and apply Design
Thinking
▪ Review & challenge internal
UX developments
LAUNCH STARTUPS &
PRODUCTS
▪ Promote Internal Startup Call,
support startups in pitch and
execution phases
▪ Evaluate and accelerate new
products and service
offerings
FOUNDATION: Enablement of stakeholders through training, cultural interventions and change management
AXIS 1: LEVERAGING DATA & TECH AXIS 2: CHANGING MINDSETS & METHODS

11. TACKLING CULTURE
3
Quiz question: What is the single most
important enabler for innovation and
cultural change to happen?

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KEY INSIGHT:
WITHOUT TIME,
INNOVATION WORK IS
LIKE BEING STUCK IN A
TRAFFIC JAM
0

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AS A SMALL OUTSIDE
TEAM, WE FOCUS ON
INTERVENTIONS AND
IRRITATIONS, NOT
PRETTY CHANGE
FRAMEWORKS
0

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SO WHAT CAN YOU
DO WHEN YOU ARE
SMALL?
0

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PULL PEOPLE OUT OF
THEIR USUAL
ENVIRONMENT
1

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IT DOES NOT ALWAYS
HAVE TO BE BERLIN…
HOW ABOUT A
FAILURESIDE CHAT IN
THIS LOCATION?
1

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BUT DON’T BECOME A
SAFARI PROVIDER
1

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HELP TO REDUCE
CONFUSION AND FEAR OF
WHAT IS COMING
2

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BE THE BRAVE & HUMBLE
EXPLORERS
3

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THAT ALSO MEANS: DON’T
CALL YOURSELF A LAB IF
YOU AIN’T ONE
3

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RATHER: TRULY SPEAK
THE LANGUAGE OF YOUR
CUSTOMER
3

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THANKS FOR HAVING ME.
DISCUSS AT @CHRISTOPHBAUER