表紙
市場調査レポート

将来予測:リテールバンキングとソーシャルメディア - 成果は経費を正当化するのか?

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

発行 Timetric 商品コード 294436
出版日 ページ情報 英文 60 Pages
即納可能
価格
本日の銀行送金レート: 1USD=102.85円で換算しております。
Back to Top
将来予測:リテールバンキングとソーシャルメディア - 成果は経費を正当化するのか? 2020 Foresight: Retail Banking and Social Media - Do the Ends Justify the Expense?
出版日: 2014年01月22日 ページ情報: 英文 60 Pages
概要

インターネットアクセスの拡大やスマートフォンの普及に伴い、ソーシャルネットワークの利用人口は増加しています。銀行などの金融機関もこの動きを踏まえ、ソーシャルメディアを活用して、新しいスキームの宣伝や顧客ニーズの把握、フィードバックの獲得に努めています。ソーシャルメディアの活用にはまだ危険な要素もありますが、一部の金融機関では実際に活用を始めて、ベストプラクティスにつながる事例を積み重ねています。ソーシャルメディアの活用に当たっての課題として、投資利益率(ROI)の問題があります。というのも、ソーシャルメディアの利点は質的なので計測しづらいという一面があるからです。ただし、ソーシャルメディアは既存のチャネル(テレビ・新聞)を代替するよりも補完する要素が強いため、金融機関はその活用により、商品・サービスの販促や顧客の意見の収集などに努めようとしています。今後、銀行はソーシャルメディアのROIを計算するよりも、それと他のチャネルとのシナジー効果により高い関心を払うようになるでしょう。

当レポートでは、全世界のリテールバンキング市場における、ソーシャルメディアを使ったマーケティング活動の状況について分析し、現段階でのソーシャルメディアの導入・活用状況や、主要国での活用動向、活用に当たって解決すべき諸問題、有効活用のためのベストプラクティス、世界の大手リテールバンクでの活用事例などを調査して、その結果を概略以下の構成でお届けします。

第1章 エグゼクティブ・サマリー

第2章 リテールバンキングにおけるソーシャルメディア:世界市場の現状

  • リテールバンキングでのソーシャルメディアの活用段階
  • ソーシャルメディアを通じたリテールバンキングの活動傾向
    • 各セグメントでの価値認識
    • 主な傾向

第3章 リテールバンキングにおけるソーシャルメディア:各国市場の分析

  • 新興国市場
    • ブラジル
    • ロシア
    • インド
    • 中国
  • 先進国市場
    • 米国
    • 英国
    • ドイツ
    • オーストラリア

第4章 諸問題

  • 経営上の課題
  • 技術上の課題
  • 規制上の課題

第5章 ベストプラクティスとケーススタディ

  • ベストプラクティス
    • ソーシャルメディアの効率的導入のための枠組み
    • 経営上のベストプラクティス
    • マーケティング・販促キャンペーンのベストプラクティス
  • ケーススタディ
    • Citibank India:ソーシャルメディアを用いたオンラインカード利用の促進
    • Guaranty Trust Bank:Facebook上での銀行サービスの展開
    • BBVA:ソーシャルメディアを用いた顧客ロイヤルティの改善
    • ING Direct:リスク管理ツールとしてのTwitterの活用
    • ICICI Bank:Facebookの人気度を活用した、顧客利便性の改善

第6章 付録

図表一覧

目次
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
Back to Top