Presentation: ABN AMRO
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Transcript of Presentation: ABN AMRO
Unleashing Digital Customer Experience
Jeroen van de Ven
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Identity
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Image
“Customer, customer, customer… bullsh*t! We all know they don’t care about their customers.“
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Reputation under pressure
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Customer needs are changing
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Closing branches
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Always-on
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Social media use in Netherlands
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Social media use in Netherlands
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Social networks vs. messaging apps
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Forecast
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Social apps become bots
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Social apps become bots
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Social apps become bots
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Also at ABN AMRO!
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Virtual Personal Assistant
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Virtual Reality
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Virtual Reality
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Virtual Reality
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Experiment
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Social Media Strategy
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EMPOWERING RELATIONSHIPS WITH TARGET GROUPS
DIALOGUE
SPARRING PARTNER
AMBASSADORS,
PRIMARY GOAL
UNIQUE ROLE
SUB GOALS
TACTICS
ANCHOR
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Traditional way
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Consumer Designed Campaigns
Tactics – Brand Experience model
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Content builds relationships. Relationships are built on trust. Trust drives revenue. Andrew Devis
WHAT DOES PRINSJESDAG MEAN FOR ME?
Week before
Prinsjesdag
Prinsjesdag Samenvatting
Video verwachtingen
Aankondiging Prinsjesdag
take over
Webcare
Vlog
We vragen het de mensen op straat
Audience managemen
t e-com
Samenvatting video’s
Live stories Blogs
Infographic
Twitter hashtag
take over
Live stream
Voorbereiding Take over Afronding
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See-think-do Model
CARE
SEE
THINK
DO
Social media
Social media
Social media
Banners, SEA etc.
Social Campagne | Overall KPI | Reach
See: 7 ++ Awareness |
Audiences
Think: 4 + Product content
Do: 3 & Conversion |
Click
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See fase: KPI Bereik/Views | Firstview |
How to measure the succes of content?
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Return on relationships
Not everything that counts can be counted, and not everything that can be counted counts.
Insights
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