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BancoSabadell




How the social media is impacting marketing
communication and the next marketing wave

EFMA’s Social Media – Paris




  Pol Navarro, Head of Channels and Innovation
  19th March 2009
¿Who is Banco Sabadell?
Banco Sabadell. Highlights


 • Fourth largest banking group
   in Spain(1)

 • Focused on commercial banking

 • Top player in SMEs and affluent(2)
   clients segment




(1) In terms of total assets excluding savings banks. (2) Individuals with annual net income >€60,000.
Banco Sabadell. Milestones

         1965          1988          2001           2004           2007-8
  1881          1978          1996           2003           2006


 Foundation: 127 businessmen and traders to finance the local industry
         Local Expansion into nearby towns
                International Expansion: first foreign branch in London
                       Equity management and private banking
                              Solbank
                                     BancoHerrero
                                     ActivoBank
                                             SabadellAtlántico
                                                           BancoUrquijo
Multibrand, Multichannel …
Environment is changing
Business is harder than ever…


 • Shorter product lifecycle
 • Intensified competition
 • Higher customer acquisition costs
¿What’s happening?

   Customers are
 permanently online

  • Penetration of
    mobility (+ 100%)

  • Growth of digital
    identity

  • Mobile, Internet and
    TV convergence

  • Phones with more
    capacities (iPhone)
¿What’s happening?

       Total
   transparency

 • New ways of
   communication

 • Social networking
   environments

 • Culture of comparison
   and collaboration

 • More pressure in
   transparence
¿What’s happening?
¿What’s happening?

                                Total
     Customers are
                        +   transparency
   permanently online


       Word of mouth
¿What’s happening?
And now what?
Next marketing wave
The end of advertising as we know it
New consumer trends
New advertising trends
Be ready for new consumer attitude


• Channel shifting

• More impacts > less attention > you need
  relevant messages

• Loyalty = Economy of emotion

• Manage your community
Channel shifting

More Time Spent Social     YouTube and other online
Networking Than on Email   video sites are stealing viewers
(source: Nielsen Online)
                           away from TV in the UK
                           (source: BBC)
More impacts > less attention > you need relevant messages
Loyalty = Economy of emotion
Manage your community


 “As the Web 2.0 age
 dawns, banks must wake
 up to the fact that the
 successful companies
 of the future will not
 have customers, they
 will have participants, and   Chris Skinner
 that rather than having a     http://twitter.com/Chris_Skinner


 business, they will have
 a community”
The NEW Marketing and Consumer

        Product                     Product


         Price                   Personalization


         Place                    Participation


       Promotion                      P2P



      CONSUMER                    PROSUMER
Social web is your friend




                        Personalization

  Experiencies

  Services

  Products
Our experience
Our experience


     1       Personalization & Participation


     2       New formats of communication


     3           Community & Conversations


     4       Social Media Marketing Strategy
Personalization & Participation

 Product personalization
Personalization & Participation

      Instant Card
Personalization & Participation

      Instant Card
Personalization & Participation

      Instant Card
Personalization & Participation
Personalization & Participation

Digital signage with interaction
     and online integration
New formats of communication

  Internet TV platform campaigns
New formats of communication

 Break the barriers of your content
New formats of communication

   Mashup with Google calendar
Community & Conversations

     Launch your community
Community & Conversations

     Launch your community
Community & Conversations

  Emotion based communication
Community & Conversations

  Emotion based communication
Community & Conversations

      Twitter conversations
Community & Conversations

       Monitor your brand
Social Media Marketing Strategy

   Campaigns on social networks
Social Media Marketing Strategy

   Campaigns on social networks
Social Media Marketing Strategy

         Social Media ROI

                         Personalization

   Experiencies

   Services

   Products




                            1%     5%
   % success      0,5%                     10%
Conclusions

• Permanent connection combined with total transparency
  have created a totally different competition

• Word of mouth is more relevant     A powerful marketing
  and sales tool

• Personalization of products/offers is key to reaching a
  fragmented market (long tail)

• Technology allows better interaction with our customers,
  to construct relations therefore emotions

• Personalization and participation are two of the most
  powerful tools to create commitment
Thanks!




Thanks for your attendance
Pol Navarro Gonfaus
Head of Channels and Innovation
NavarroP@bancsabadell.com
www.bancosabadell.com
SabadellAtlántico BancoHerrero Solbank Banco Urquijo ActivoBank

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How the social media is impacting marketing communication and the next marketing wave