Nick Jue, CEO of ING Netherlands, discussed opportunities and challenges with social media and reputation. He explained that customers are increasingly in control of communications due to social media. ING aims to shift from brand-centric to customer-centric approaches using "old school marketing" on social media to build brand preference, loyalty, and regain trust by creating enthusiastic customers. Examples from ING Canada and a football sponsorship in the Netherlands showed positive impacts on these goals from social media engagement.
1. Reputation and Social Media: new opportunities, new challenges
Nick Jue, CEO ING the Netherlands
Amsterdam, April 11th 2012
woensdag 11 april 12
2. Agenda
‣ Customer centricity: customers putting themselves first thanks to social media
‣ Regaining trust by creating brand preference & loyalty through social media
‣ Social Media needs an ‘Old School Marketing’ approach
‣ ING-initiatives in social media in order to regain trust and create brand preference & -loyalty
But first a short introduction of ING
Amsterdam, April 11th 2012
woensdag 11 april 12
3. ING Bank Worldwide
ING Direct is active in Canada Retail Banking is one of the largest banks in the Netherlands and
#4 bank in Belgium; also active in Central and Eastern Europe
Retail Banking is
active in China,
India and Thailand
ING Commercial Banking has
an international network in 40
countries with key positions in ING Direct is active in Austria,
Structured Finance and France, Germany, Spain, Italy
Financial Markets Retail Banking in Australia
and the UK
Amsterdam, April 11th 2012
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4. ING’s vision on Social Media
Amsterdam, April 11th 2012
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5. Social Media
‣ ...have a huge impact
‣ ...are a hype but...
‣ ...will lead to connected society
‣ ...are useful in regaining trust in the ING Brand
Amsterdam, April 11th 2012
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6. Sobering facts for ING and our response
‣ Less control over customer communications and our positioning
‣ Customers have been putting themselves first for a long time as a result of the
impact of social media
‣ We are no longer the only one who determines the topics we communicate on
with our customers
‣ Creating a shift from brand-centric to consumer-centric to network-centric
‣ ‘Old School’ marketing approach: who’s talking about you, what are they
talking about, where are they talking and how can you respond
‣ Creating brand preference and loyalty by creating enthusiastic customers
Amsterdam, April 11th 2012
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9. Experiences and social insights
‣ Social media are not an exact science
‣ There is not any such thing as proven technology
‣ It’s a matter of learning by doing
‣ 2009 merger of two Dutch banks within ING Group: Postbank and ING Bank
‣ The creation of one bank coincided with credit crisis and growth of social media
Amsterdam, April 11th 2012
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10. Customer dialogue
‣ Special evenings at our branches, throughout the country
for our customers
‣ Permanent online forum for our customers to discuss
financial topics
‣ ING Webcare Team
‣ Our newsroom will be the centre of our online
communications toward journalists, bloggers, opinion
leaders and customers
Amsterdam, April 11th 2012
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11. Social insights
‣ Social media play a role in the services provided by and sympathy that exist for ING:
- Services: webcare specifically plays an important role
- Sympathy: costumer dialogue, brand activation etc
‣ Excellent processes:
- Error-free execution is a hygiene factor if not...
- ...it leads to a loss of sympathy
Amsterdam, April 11th 2012
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12. Cases
Amsterdam, April 11th 2012
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13. Case 1: ING Direct Canada
‣ Selecting enthusiastic customers who became
Brand Ambassadors
‣ ING Direct acted upon their feedback
‣ Actively engagement with ING and other customers
through facebook, Twitter and interviews with media
Amsterdam, April 11th 2012
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14. Video Canada [volgt 10 april]
Amsterdam, April 11th 2012
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15. Case 2: ING NL and Football
‣ ING is proud sponsor of the Dutch national team
‣ ING not only supports the national team,
‣ ...we help amateur teams stay healthy and
‣ ...we help children enjoy their football even more!
Amsterdam, April 11th 2012
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17. Key figures ‘Young Lions’
‣ Number of members: 70,000 Young Lions within a year
‣ Reach on Hyves: nearly 1,000,000 children within the target group (70%)
‣ Number of viewers TV-programme: 789,270 children within the target group (56%)
‣ Number of games played: 422,000
‣ Average time of visit: 4,28 min
‣ Positive impact on brand preference and loyalty
Amsterdam, April 11th 2012
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18. In conclusion
Amsterdam, April 11th 2012
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19. Conclusion
‣ Customers have been putting themselves first because of social media
‣ Social media is ‘old school’ marketing
‣ Social media are playing an increasingly key role when it comes to brand
loyalty and brand preference
‣ Regaining trust through social media by creating enthusiastic customers
Amsterdam, April 11th 2012
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20. Thank you for your attention!
Amsterdam, April 11th 2012
woensdag 11 april 12
21. presentation will be available on www.slideshare.net/INGnl
Amsterdam, April 11th 2012
woensdag 11 april 12