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市場調查報告書

未來預測:零售銀行和社群媒體 - 結果正當化經費了嗎?

2020 Foresight: Retail Banking and Social Media - Do the Ends Justify the Expense?

出版商 Timetric 商品編碼 294436
出版日期 內容資訊 英文 60 Pages
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未來預測:零售銀行和社群媒體 - 結果正當化經費了嗎? 2020 Foresight: Retail Banking and Social Media - Do the Ends Justify the Expense?
出版日期: 2014年01月22日 內容資訊: 英文 60 Pages
簡介

隨著上網服務的擴大和智慧型手機的普及,社群網路的利用人口增加。銀行等金融機關依據這個動向,活用社群媒體,也致力於宣傳新方案和把握客戶需求、獲得回饋。利用社群媒體還存在危險因素,不過部分金融機關開始實際利用,也累積了不少最佳業務實踐案例。投資收益率(ROI)的問題,為利用社群媒體時的課題。原因是社群媒體的優點是質的難以測量這一面。但,社群媒體與其代替現有的流通管道(電視、報紙),補足的要素還比較強,金融機關透過利用它,打算致力於商品、服務的促銷和收集客戶的意見等。今後,銀行比起計算社群媒體的ROI,更關注跟其他的流通管道的協同效應吧。

本報告提供全球的零售銀行市場上、使用社群媒體的行銷活動狀況相關分析、目前社群媒體的引進、活用狀況,及在主要國家的有效利用趨勢、有效利用時應該解決的議題、有效利用的最佳業務實踐、在全球大零售銀行的有效利用案例等調查,並將結果概述為以下內容。

第1章 摘要整理

第2章 零售銀行的社群媒體:全球市場現況

  • 在零售銀行的社群媒體有效利用階段
  • 透過社群媒體的零售銀行的活動趨勢
    • 在各市場區隔的價值認同
    • 主要趨勢

第3章 零售銀行的社群媒體:各國市場分析

  • 新興國家市場
    • 巴西
    • 俄羅斯
    • 印度
    • 中國
  • 先進國家市場
    • 美國
    • 英國
    • 德國
    • 澳洲

第4章 議題

  • 經營上的課題
  • 技術上的課題
  • 法規上的課題

第5章 最佳業務實踐和案例研究

  • 最佳業務實踐
    • 社群媒體有效率的引進架構
    • 經營上的最佳業務實踐
    • 行銷、促銷宣傳活動的最佳業務實踐
  • 案例研究
    • Citibank India:使用社群媒體促進線上智慧卡利用
    • Guaranty Trust Bank:在Facebook上發展銀行服務
    • BBVA:使用社群媒體改善客戶品牌忠誠度
    • ING Direct:有效利用Twitter當作風險管理工具
    • ICICI Bank:活用Facebook的流行,改善客戶便利性

第6章 附錄

圖表一覽

目錄
Product Code: VR0968MR

The report provides in-depth market analysis, information and insights on social media marketing in retail banking industry:

  • It provides a global snapshot of trends in the use of social media as a marketing tool by retail banks across the world.
  • It details leading social media sites across key emerging and developed markets, and strategies adopted by retail banks to engage customers on these sites.
  • It analyzes social media marketing issues and challenges for retail banks.
  • It analyzes industry best practices to streamline operations and improve business opportunities.
  • It provides detailed case studies to illustrate best practices in action.

Summary

Social media presents a valuable opportunity for retail banks. As internet access and smartphone adoption increase, a growing number of internet users are becoming involved with social networking. Companies are changing their business models and product offerings to be able to cater to the ballooning market of social media users. Banks and other financial institutions are engaging customers with social media, which is shaping up as a strong channel to promote new schemes, identify customer needs and receive feedback. Although the use of social media remains risky territory for many banks, some have started to explore opportunities in this channel and have set out many best practices examples that can act as guiding principles for other banks and financial institutions.

A primary question plaguing the banking industry on the use of social media concerns return on investment (ROI). There are doubts over the credibility of social media as a key component of business models due to a lack of tools to measure quantifiable results. The potential benefits are more of qualitative in nature. Despite initial skepticism by retail banks, social media is expected to emerge as a complimentary channel, rather than replacing existing channels such as television and newspapers. Financial services companies use various channels to market products and services, and consumer opinion is now measured as an aggregation of experiences across these channels. Over the next five years, banks are expected to focus more on synergies that can be generated by social media and other key channels, rather than calculating ROI in the social landscape.

Scope

  • This report provides a comprehensive analysis of social media marketing strategies adopted by the retail banks across key emerging and developed markets.
  • It covers key trends and provides analysis of various stages in the use of social media by retail banks, with each stage's potential to influence customers.
  • It details various operational, technological and regulatory issues and challenges faced by retail banks while adopting social media marketing strategies.
  • It covers industry best practices and an effective framework for the adoption of social media as a marketing tool.
  • It provides case studies on social media marketing strategies implemented by various retail banks.

Reasons To Buy

  • Understand the dynamics of the social media landscape across key markets worldwide.
  • Assess the current and future opportunities of social media marketing in retail banking industry.
  • Gain insights into the social media marketing strategies adopted by retail banks in key developed and emerging markets.
  • Gain insights into key issues and challenges to devise strategies and gain a marketing advantage.
  • Understand the implementation of industry best practices through detailed case studies.

Table of Contents

1. Executive Summary

2. Global Snapshot of Retail Banking in Social Media

  • 2.1. Stages of Retail Banking in Social Media
  • 2.2. Trends of Retail Banking through Social Media
    • 2.2.1. Value perceptions across key segments
    • 2.2.2. Key trends

3. Regional Analysis of Social Media in Retail Banking

  • 3.1. Emerging Economies
    • 3.1.1. Brazil
    • 3.1.2. Russia
    • 3.1.3. India
    • 3.1.4. China
  • 3.2. Developed Economies
    • 3.2.1. The US
    • 3.2.2. The UK
    • 3.2.3. Germany
    • 3.2.4. Australia

4. Issues and Challenges

  • 4.1. Operational Challenges
  • 4.2. Technological Challenges
  • 4.3. Regulatory Challenges

5. Best Practice and Case Examples

  • 5.1. Best Practices
    • 5.1.1. Framework for effective adoption of social media
    • 5.1.2. Operations best practice
    • 5.1.3. Best practices in marketing and promotional campaigns
  • 5.2. Case Studies
    • 5.2.1. Citibank India using social media to increase online card use
    • 5.2.2. Guaranty Trust Bank takes banking on Facebook
    • 5.2.3. BBVA uses social media to improve customer loyalty
    • 5.2.4. ING Direct's application of Twitter as a risk management tool
    • 5.2.5. ICICI Bank improving customer convenience by capitalizing on popularity of Facebook

6. Appendix

  • 6.1. Methodology
  • 6.2. Contact Timetric
  • 6.3. About Timetric
  • 6.4. Timetric's Services
  • 6.5. Disclaimer

List of Tables

  • Table 1: Impact of Social Media on Banks' Business Structures
  • Table 2: Social Media Across Retail Banking Functions
  • Table 3: Global Markets by Unique Video Viewers, December 2012
  • Table 4: Social Media Marketing in Brazil
  • Table 5: Presence of Retail Banks on Social Networking Sites in Brazil
  • Table 6: Key Banks in Brazil and their Popularity on Key Social Networks
  • Table 7: Social Media Marketing in Russia
  • Table 8: Presence of Retail Banks on Social Networking Sites in Russia
  • Table 9: Key Banks in Russia and their Popularity on Key Social Networks
  • Table 10: Social Media Marketing in India
  • Table 11: Presence of Retail Banks on Social Networking Sites in India
  • Table 12: Key Banks in India and their Popularity on Key Social Networks
  • Table 13: Social Media Marketing in China
  • Table 14: Social Media Marketing in the US
  • Table 15: Key Banks in the US and their Presence on Social Media Sites
  • Table 16: Key Banks in the US and their Popularity on Key Social Networks
  • Table 17: Social Media Marketing in the UK
  • Table 18: Key Banks in the UK and their Presence on Social Media Sites
  • Table 19: Key Banks in the UK and their Popularity on Key Social Networks, July 2013
  • Table 20: Market Environment for Social Media Marketing in Germany
  • Table 21: Key Banks in Germany and their Presence on Social Media Sites
  • Table 22: Key Banks in Germany and their Popularity on Key Social Networks
  • Table 23: Social Media Marketing in Australia
  • Table 24: Key Banks in Australia and their Presence on Social Media Sites
  • Table 25: Key Banks in Australia and their Popularity on Key Social Networks

List of Figures

  • Figure 1: Levels of Social Media Use and their Impact on Customer Acquisition
  • Figure 2: ROI Measurability Across Different Functions
  • Figure 3: Social Networking Sites in Brazil by Total Unique Visitors, Dec 2012 vs. Dec 2011
  • Figure 4: Snapshot of Social Media in Russia, July 2013
  • Figure 5: Social Networking Unique Visitors (Millions), 2012-2017
  • Figure 6: Leading Social Networking Sites in India, June 2012
  • Figure 7: Estimated Number of Active Social Networking Users (Millions), January 2013
  • Figure 8: Leading Social Networking Sites in the US, 2012
  • Figure 9: Social Networking Sites in the UK - Unique Visitors (% of Internet Users), 2011 Vs 2010
  • Figure 10: Leading Social Networking Sites in Germany, December 2012
  • Figure 11: Leading Social Networking Sites in Australia, September 2013
  • Figure 12: Impact of Investment in Social Media
  • Figure 13: Framework for Effective Adoption of Social Media in Banking
  • Figure 14: Indian Credit Cards - Category Shares by Bank (%), 2012
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