Guest Post #2 – Overview of Social Media and Banking in Russia and CIS (by Daniel Gusev)

In his guest post, Daniel Gusev shares his views on digital engagement and social media in banking in Russia and the CIS region.

I launched the Visible Banking Blog back in February 2007, almost three years ago… Time really flies. Since my first post, I have always aimed to share with you my passion, my views, and some unique insights on social media in banking: not only Banking, but also Financial Services, Credit Cards, Asset Management, Investment Banking, Private Banking, Insurance… I should start considering to rebrand, don’t you think? 😉 Your views and suggestions are more than welcome.

In October 2009, I started to contact some of the passionate, and highly knowledgeable, people I met (online and/or offline) all over the world, during my speaking engagements, my business trips, on linkedin, on twitter or via my blog. I invited them to contribute on VB. I was delighted with the extremely positive and warm responses. Thank you all.

My key goal is to provide you with some second-to-none insights of social media and financial services all over the world, and to give this experts another plateform to share their knowledge and their views.
I have also started to schedule another type of contribution focused on specific topics such as reputation management or “anger management” (detractors involved): loads of highly exciting topics, stay tuned!

I have already confirmed 5 contributors from Israel, Russia, Germany, Australia, and Spain. If you are interested, please do not hesitate to contact me via phone, email, twitter or linkedin!

I am delighted to introduce the second guest blogger on Visible Banking:Daniel Gusev, Innovation Manager at VTB24 , Russia’s leading retail bank. The opinion of this post is Daniel’s own and does not necessarily reflect the position of his employer. Please note that Daniel wrote this article in November.

I invite you to connect with Daniel on linkedin , visit his blog , and follow him on twitter .

Guest Post #2 – Overview of Social Media and Banking in Russia & CIS
Social networking gave us new ways to communicate and exchange thoughts and content. Social services enable a new way of collaboration that can amplify or mute opinions about many things, including products and services. Financial services and products also apply here as much as anything. The general notion of remote banking services seems to be reinforced by Web social media – as well as they can be ruined.

For now, CIS region bank’s are traling the newfound excitement from community pages on Facebook and accounts on Twitter. Only a handful of banks (7 to be exactly: one from Ukraine and six from Russia) have created their «digital identities» – and virtually all of them are used as mere PR engines, retyping the press-releases and promoting products as the banks do via their web-sites.


This approach mimics the tools and techniques that banks are offering through traditional channels – so far, there is a limited understanding on how digital identity of a consumer changes with him starting to use social Web, and how these consumers should be approached. The landscape of web services consumption has changed over several years.


Since a growing proportion of population are start using Web services, banks follow them and several patterns can be defined that charachterize different types of bank’s Web strategies:
* Most of banks just publish press-releases, that give customers nothing but the gibberish wording of data that’s unpersonified and difficult to understand.  This ignores the fact that the «social Web» content is personified, clean of official-ese and sharable. Seldom would want to discuss new products and services in such a parlance;
* There’s lack of social Web type of content – just redoing official datasets published through corporate Web sites;
* None of the banks observed promotes his «social Web identity» – missing oportunity to bring new users to a web community and using it to share data about his services to other users;
* No of the banks observed treats the channels like blogs and Twitter as a social CRM engines, missing a potential and low cost channel to manage easily publicized (and thus monetized) cases of customer’s facing bad service.

Part 1 – Part 2 (continue)

What do you think?

Written by Daniel Gusev

Innovation Mgr in respect of remote channels strategy & emerging payments platforms. Honed knowledge & skills on mobile & proximity payments payments schemes, offering advice on traditional (ATM, Internet) & new ways of offering transaction services to top-10 banks in Russia.

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