Just a short post to invite you to read my interviews and articles published in 2009 in a few industry leading publications and websites in the US, the UK, the Netherlands and in France.
You will find the full list of my contributions as speakers, chairperson and guest writer in the about section on Visible Banking.
* Intellectuell Kapitaal – De bank kan zichzelf opnieuw uitvinden
* Information World Review (IWR) – Christophe Langlois’ Blogosphere
* EFMAG – Trends – Not embracing social media presents a new risk
* emarketer – Social Media 101 for Banks
I am delighted to announce that my latest interview has been published on the homepage of emarketer on 11th June 2009.
Please find below an extract of the transcript produced by Karin von Abrams, Senior Analyst at eMarketer, after our 1-hour meeting in preparation to econsultancy’s ‘the Future of Digital Marketing 2009‘ event which is taking place on Wednesday 17th June in London. I am one of the 20 guest speakers.
I loved the transcript, Karin did a great job capturing my views and vision of social media in the financial services industry. Thanks again Karin! I hope you will like it as much as I did. As usual, your comments are more than welcome.
Please find below the first two questions.
eMarketer: Your aim is to put social media at the service of banks and other financial firms. Your blog, Visible-Banking.com, offers “a new world of opportunities for the banking industry.” How would you assess the financial industry, in terms of familiarity with social media?
Christophe Langlois: Most financial institutions don’t really know what to do. There’s more awareness than two years ago, but we’re still very much in the educational phase: explaining social media and helping firms understand where to start. For example, you don’t have a blog just for the sake of it. You need to plan your strategy, develop the content, and so on.
And be smart. Don’t spend too much money promoting it. If you do it right, people will spread the word. My emphasis is always on people more than technology. For example, you need to have a champion inside the organization. People are the key, from the advocates within the company to people outside the firm and online.
The important thing is how you, as a company, can engage with people and reward your customers for the time they spend with you. Understanding this is the key to acquiring new customers, retaining them and improving loyalty.
eMarketer: Is a blog the best first step for most banks before they branch out into other kinds of social media, such as pages on Facebook?
Mr. Langlois: Let’s step back. The very first step to social media should always be to listen and learn. In fact this advice is valid for any industry, not just financial services. You need to understand what’s being said about you online by your clients, your advocates and detractors, wherever they are. Then participate, engage and respond—whether on an industry blog or on Facebook, Twitter or wherever. Then become proactive. Launch your own blog or create your own online community.
As for Facebook, YouTube, Twitter—yes, generally you should be on those sites, because other people and companies are already doing it. And there will be many pages or groups about you that are unofficial. So if you want to take control of your brand, you have no choice. You should have one official page, group or channel on Facebook and YouTube. For me these would be essential requirements in social media.