Visible Banking Workshop: Crisis Management & Social Media at ‘Reputational Risk Management in the Financial Sector’ (Hong Kong, 19-21 Jan 2011)

I love Asia. I always had a great time there: I met wonderful people, keen to listen and innovate, I enjoyed super customer service, and a brilliant weather.

In the last two years, I had the pleasure to contribute to two conferences (I presented at ‘Retail Banking Innovations 2008‘ in Singapore, and I chaired ‘E-Channel Management‘ in Kuala Lumpur) and successfully organized and delivered my 5th social media & finance workshop in Singapore (after four European events: two in London, one in Paris and one in Madrid).

‘Social Media & Finance’ Workshop (Singapore, 1st Nov 2010)
I invite you to check the wrap up of my recent Sinapore workshop on social media & finance where a few friends contributed to the lively discussion panel, the brilliant:
Aman Narain, Global Head of Online & Mobile Banking at Standard Chartered (please check my video interview with Aman)
Rob Findlay, Head of Customer Focus and Experience Strategy at OCBC Bank.

We were delighted to have participants from Standard Chartered, OCBC Bank, DBS Bank, Visa and Mastercard, who worked in Innovation, e-Business, Digital, Marketing, Communications, and Corporate Affairs.

We started the day “a la BarCamp Bank”, in a similar fashion as the BarCamp Bank Madrid I was invited to contribute to a year ago.

Please find below a few pictures taken during this initial session.

As you can see on the last picture, most of the questions were about strategy & framework, ownership, measurement & ROI, senior management, and facebook was The favourite channel. Blogs or twitter were hardly mentioned at that stage.

‘Reputation Risk Management in the Financial Sector’ (Hong Kong, 19-21 Jan 2011)
Marcus Evans invited me to contribute to their Reputational Risk Management in the Financial Sector event which is taking place in Hong Kong between 19-21 January 2011.

It is the second time my business schedule enabled me to contribute to a Marcus Evans event. Back in May 2008, I chaired their excellent Online Banking Retail Services event in New York City.

Yvette Daquiz, Regional Conference Producer at Marcus Evans asked me to deliver the pre-conference workshop on 19th and she gave me a speaking slot on 20th.

I very much look forward to contributing to this event, meet with my fellow speakers and have some great conversations with the participants.

Key Speakers
The event website doesn’t say too much, but the following banking and insurance professionals will share their experience and their vision at the conference:
Claire Furla, Head of Branding at BNP Paribas
Patricia Chua, Head Group Communications & Branding at AIA
Ben Ridley, Regional Head of Sustainability Affairs, Asia-Pacific at Credit Suisse
Chad Tendler, Regional Manager for Communications at Prudential
Laurent Tison, Regional Head of Communications APAC at Societe Generale
Ronil Sujan, Managing Director and Regional Head, Mergers & Acquisitions and Corporate Advisory APAC at Rabobank
Matthew Russell, Regional Head of Corporate Affairs, Southeast Asia atStandard Chartered

The delegates are coming from the following:
* financial institutions: AIA, ANZ, BNP Paribas, Etiqa Insurance & Takaful, Global Investment House, HSBC, ING Investment Management Asia Pacific, Manulife Financial, Prudential Corporation Asia, Securities & Exchange Commission, Shui On Properties Ltd, St George Bank, Standard Chartered, State Street, The Bank of East Asia, The Co-Op Insurance Co (K) Ltd, Vina Capital Group
* countries: Australia, Hong Kong, Kenya, Kuwait, Malaysia, Shanghai, Singapore, Thailand, Vietnam

Workshop: ‘Successfully Utilizing Social Media to Develop an Effective Crisis Communications Management Strategy’
The benefits of leveraging social media go well beyond marketing. Blogs, youtube, twitter or facebook quickly became essential tools to support clients and deal with a crisis or an emergency in a timely manner. Word of mouth is increasingly powerful, and is spreading fast. People trust other people’s recommendations, even from strangers, significantly more than your marketing messages, so your goal is to increase customer satisfaction and drive customer advocacy.

Companies must listen to online conversations about their products, their brand, their competitors, and decide to engage, or not, based on informed decisions. It is critical to know who your key influencers are, advocates and detractors, and find the best way to engage with them. One of the key challenges companies are facing is on if and how they could use the social data collected on their clients and potentially make business decisions based on user-generated content.

Nowadays, the risk of not embracing social media is considerable. It should be compelling to most financial institutions and overcome the concerns about ROI. In the last three years, many financial institutions suffered from bad press online such as HSBC in the UK, BofA and Manu Life in the US, ANZ in Australia…

I could easily spend one full day to cover content strategy on twitter exclusively, and I believe the workshop will only last 3-4 hours…

Less Powerpoint Slides, More Relevant Examples and Productive Conversations
My goal is to be as practical and relevant as possible, and share with you some actionable insights and best practices from our industry (banking, financial services, insurance). I’d like to facilitate conversations between participants and help people share the concerns they have and the solutions they identified.

My belief is that the more social media savvy and engaged your organization, the easier to sail through a crisis. Nowadays whatever the industry companies must be as transparent as possible, listen to their customers and influencers, and demonstrate they are committed to provide the highest level of customer service.

If you empower your clients, they will become your most dedicated and vocal supporters when trouble comes.

During the workshop we will talk about how to leverage social media to quickly reach out and deal with a crisis, identifying potential crisis situations through social media, prepare crisis, manage a crisis through social media, develop a crisis communications protocol, e-reputation.

The amount of questions and the different set of expectations from the participants will shape the workshop, but I plan to follow the following structure:
* Learn how the financial services industry is leveraging social media: best / worst practices from all over the world. Exclusive insights from the Visible Banking Social Media Watch Series (2,400+ initiatives in 71 countries)
* Organize: create a dedicated social media team or social media task force which could deal with crisis management.
* Build you presence
: create official profiles on all the relevant social media sites.
* Listen
 to online conversations about your brand, products, competitors.
* Identify your influencers and followers.
* Build relationships with them and implement a following strategy.
* Design and implement a response strategy and ideally an outreach strategy.
* Build a platform: establish your social media assets as the go-to destination for questions and customer conversations. Use rich media like videos.
* Train your staff: create employee guidelines (during and outside office hours) and a training plan.
* Minimize risk: implement a robust moderation process, create and publish user guidelines.
* Create a content strategy
: with a clear CALL TO ACTION.
* REWARD your users
* Find your voice: identify the right contributors, and the right tone to use.
* Improve Brand perception: via social media initiatives around your brand values or CSR.
* Provide excellent levels of customer support: via proactive listening and trained support teams on twitter and facebook.
* Empower your customers: capture their feedback and give them a voice. They will defend you.
* Leverage user/customer generated content: use your customer feedback to identify recurrent issues, enhance your products and services, launch new products, improve your marketing messages.
* Go beyond the online channel: use this content as part of your traditional marketing (TV, press, radio).
* Increase overall customer satisfaction

* Live and Learn
: start asap, be ready to learn from your mistakes.

Meeting Each Other in Hong Kong the Week Commencing 17th January
I will stay in Hong Kong the whole week. So if you work in banking or insurance and if you would like to assess the opportunity social media has to offer or to take your existing initiatives to the next level, I’d be delighted to meet with you! I’d be keen to:
* find out more about your key goals for 2011
* share our views and best practices on social media & social commerce in banking, financial services and insurance
* demonstrate why I strongly believe user/customer generated content and customer feedback are your best opportunity in the social space to impact your business, demonstrate ROI, and fully leverage your presence on social networks such as facebook or twitter.

Don’t hesitate to call me (0044 7736 446 357), send me an email (, or DM me (@Visible_Banking) to book a meeting next week.

What do you think?

Written by Christophe Langlois

Based in London for almost a decade, Christophe is an entertaining fintech marketing keynote speaker and a trusted advisor to the global financial services industry on the topics of digital marketing, innovation and B2B social media.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is advising a number of fintech startups on marketing and growth hacking and he is the Chief Marketing Officer of The Fintech Power 50, an exclusive annual programme helping fintech scale-ups to accelerate their growth globally.

Christophe's views on are his own.

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