4. Investec’s Vision, Mission & Values
Vision:
To be recognized as a distinctive specialist bank and asset manager.
Mission:
To build well-defined, value-added businesses focused on serving
the needs of select market niches where we can compete effectively.
Values:
- Outstanding talent
- Empowerment
- Meritocracy
- Passion
- Entrepreneurial spirit
- Unselfish contribution to colleagues, clients and society
- Distinctive offering
- Ethical standards
5. Digital SWOT Analysis
• Good customer interaction on Twitter • Low interaction on Facebook Fanpage
• Good Mobisite initiative • Facebook Page - Info too little and repetitive
• High brand awareness • Recluse company; small online voice
• High degree of loyalty and trust towards the brand • Not enough social media platforms being utilized
• Mature and established brand reputation
• Social Bookmarking networks
• LinkedIn profile
• YouTube branded channel
SW
O T
• Increase website traffic • Competitors have strong online presence
• Improve online customer service - Deutsche Bank (4552 Fans, 6009 Followers)
• Recruit new clients using online platforms • Competitors have innovative digital campaigns
• Engage with exisiting clients more fervently
• Penetrate the target market
• Develop a strong online presence
• Conduct better research
• Emphasize the value of the brand
• Increase awareness
7. Primary Target Market
• High value corporate clients
• CFO and finance teams of large
and mid-capitalisation companies
• Brokers
• Financial Services Industry
• Public Sector Bodies
• Institutions
- Female and male
- 40 – 65 years old
- High level of education
- High income individuals
- Professional Finance qualifications
- Experienced professionals
- Decision makers
- Technically adept
- Comfortable online, but not advanced
- Channels: LinkedIn and Email
8. Secondary Target Market
• Private clients
• Business executives
• Successful entrepreneurs
• Chosen niche markets
• Future generation
- Female and male
- Ultra high income
- Net worth individuals
- High level of education
- Professional qualifications
- Self–directed
- Internationally mobile
- Networker
- Motivated by success
- Channels: Facebook, Twitter
and LinkedIn
9. Primary Market Segmentation
BENEFIT SEGMENTATION:
(based on consumers need)
1. Asset Management
2. Property Activities
3. Investment Banking
4. Capital Markets
GEOGRAPHIC SEGMENTATION:
(based on consumers location)
1. South Africa
2. UK
3. Australia
10. Secondary Market Segmentation
BENEFIT SEGMENTATION:
(based on consumers need)
1. Asset Management * Establishing brand relationship
at a young audience, more likely
to return when they are older.
2. Private Wealth
3. Property Activities
4. Private Banking
5. Capital Markets
GEOGRAPHIC SEGMENTATION:
DEMOGRAPHIC SEGMENTATION:
(based on age of consumers)
1. Present Business Executives:
- 35 – 65 years old
- male and female
2. Future Business Executives:
- 25 – 35 years old
- male and female
- business leaders of tomorrow
- socially versed
- online news consumption habits
11. Target Market Insights
• Social Media
- 60% of online investors are active social media
users (socialnomics.net)
- 80% of companies use social media for recruitment;
95% of these use LinkedIn (socialnomics.net)
- 50% of CMOs at Fortune 1,000 companies
said they launched a corporate blog because “it’s
the cost of doing business today” (socialnomics.net)
- Most rapid growth occurring among Boomers
(ages 44–64) and Seniors (ages 65 and older)
(Marketingcharts.com)
- A new member joins LinkedIn every second
(Eric Qualman, the Socialnomics author)
12. Target Market Insights
• Mobile
- By 2015, between 500 million and 1 billion people
will access financial services by mobile (mobiThinking)
- 90% of the older demographic, 55 to 65, use SMS (mT)
- Baby Boomer women are adopting smartphones
at a faster pace than any other segment of the
population (NYC Social Media Week:2011)
- Higher end phones are concentrated in the 25–45
year old demographic (mobiThinking)
- 90% of all text messages are read within three
minutes of their delivery, (Singlepoint)
- 52% access social networking, 48% use search
engines and 46% use email (mobiThinking)
- 80.6 million users of mobile email in 2010,
expected to quadruple by 2015 (mobiThinking)
- Apps have been downloaded 10.9 billion times (mT)
- One in seven searches are now mobile (mobiThinking)
15. Key Objectives
• Increase engagement with key target audience groups and with existing customers
• Acquire new private clients
• Thought leadership in the Financial Services space
How?
Integration Interaction Innovation
• Creating a presence on all • Starting conversations, • Research new ways to
major social networks being part of ongoing improve the efficiency of
conversations, be ready Investec’s online marketing
to help others and build campaigns by finding new
trust among users ways to balance marketing
and conversation
16. Key Insights
• Mobile internet usage will supersede desktop usage
• 75% of Brand ‘Likes’ on Facebook come from advertisements. (Mashable)
• Australia, the annual growth rate for Twitter is 3,200% over the past year (hitwise)
• Email brings in an average CTR of 6.64% and an average conversion rate of about 1.73% (DMA)
18. The Integrated Approach
Email
Marketing
Facebook
Mobisites LinkedIn
Apps Twitter
SMS Mobile Social Media Blog
Marketing YouTube
Flickr
SEM Website
SEO Microsite
PPC
Investec Social CRM
Branding Strategy
19. Email Marketing
• Engage with existing client database
• Invite to elite Investec microsite
• Given username and password
• HTML email
• Maintain opt-in list
• Reinforce a Investec’s message
and increase responses
• Test for platform compatibility
and spam score
• Highly personalised
• Increases lifetime value of customers
• Cost effective
20. SMS Marketing
• Engage with existing client database
• Invite to elite Investec microsite
• Highly personalised
• Cost effective
• Direct and instantaneous
Investec
• Easy-to-use
Dear Mr J Anderson,
Investec invites you to join
an elite club for private
clients only.
Username: j.hockey
Password: HDK716
Please click this link to
activate your account
www.investec.com/mem-
bersclub
Kind Regards,
Investec
21. Investec Microsite
Investec Members Club
username
password
If you have forgotten your login details click here
22. Investec Members Club
Investec Microsite
Investec Members Club
Home Welcome Menu Forum About Us Services Customize Logout
search engine
Investec Investec
Main Website
username
Welcome password
JSE TODAY 10:38AM
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Goodmorning Mr J Anderson, All Share
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Welcome to the Investec Investment Portal. This portal has been designed with you,
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23. Investec Microsite
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GOOGLE search engine
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24. Facebook Fanpage
• Investec’s main social presence
• Links to Investec’s main website
• Links to other platforms
• Raises brand awareness
• Used to reach niche market
• Promote events
• Engage fans through innovative apps
25. Twitter Page
• Immediacy
• Instant contact
• New insights
• Breaking news
• Build relationships
• Blast service similar to press releases
• Compliments other platforms
• Answer questions in real-time
from anyone, anywhere
• Reinforce brand image
• Create event specific Hashtags
• Twitter Lists filter out noise,
more meaningful discussions with clients
• Register Investec’s Lists on services like
Listourious, promote Investec Lists
and positions the company as a
content provider
• Link to a more detailed response
on Investec Blog
26. Investec Blog
• Less formal, more interactive
• Focused on industry issues
• Offer news and advice
• Key sources of information
• Credibility and expertise platform
• Increases search engine visibility
with consistent posts
• Online Reputation management
• Brand building
• Incorporate polls
• Link other social media platforms
• Create a voice for Investec
• Based on keyword strategy
• Building relationships with other
bloggers- potential clients
• Auto-updates all of Investec’s networks
with one click
27. SEO
• More exposure, branding and
awareness
• On page and off page factors
• Increase traffic to website
• Website friendly structure
• Keyword strategy Asset Management
• Each platform is optimized for SEO
and usability and then linked together
for a fluid social media experience
• SEO friendly website: make sure that
important content on website is not
trapped in formats that search engines
can’t read, like flash and frames
• Content optimisation, including
language revision for finance customers’
specific needs
Investment Bank
28. Investec Mobisite
• News and press releases • Promote features that are likely
• Office locations to be used from mobile devices
• Products and services • Greater reach
• A brand with a mobile-ready website • Cross platform
has the power to give consumers all
the on-the-spot information they need
29. Mobile Apps
• Mortgage Calculating App
• Developed for a multitude of platforms
Mortgage Calculator Log Out
Outstanding Balance
see activity
R
30. LinkedIn Profile
• Create niche business groups
• Join in the Conversation
• Reach narrow audiences
• Promote business events
• Raise awareness
• Recruitment tool
• Business community outreach
• Profile and descriptions optimized
for search, improves Investec Pagerank
and SEO efforts
31. Flickr
• Showcase Investec events with
Flickr’s Sets and Collections
• Create a photo stream
• Tag your photos-SEO
• Capture the Investec brand through
photos of Investec buildings and
employees
• Be part of a visual community
• Solicit pictures from friends
and share publicly
• Link to Investec Website
• Link to other social platforms
• Pull content
32. Investec YouTube Channel
• Powerful brand channel
• Push videos onto other platfroms
• Share videos on Facebook, Twitter,
StumbleUpon.
• Link YouTube channel with platforms
• Go viral
• Increase Google search engine results
• More platforms = More audiences
• Allows others to share your videos
and comment
• Every video is keyword and description
optimized for search
33. PPC Ads
• FB link to Fanpage
• Geo-Targeting
• Day and Time
• Add a call-to-action
• Behavioural targeting
• Highly measurable and trackable
• Link to custom landing page
36. Increase SEO Power
• Keyword strategy
• Create vanity URL
(Facebook username) /Investec
• Use the “Info” tab to include more
important keywords, text, and high
priority links on your Page eg Website,
Location, Services, etc
• Consistently post, tweet, add links,
update status and add videos to
increase SEO visibility
• Optimizing imagery by tagging photos
with keyword strategy
• Events with descriptions and
discussion forums
• Boost content density by adding
custom tabs for static content, including
text, images, and links (Static FBML)
• Key phrase at least three times body
copy
37. Increase and Maintain Interaction
• Facebook Page
- Last post 3 weeks ago
- Before that 7 days
• Enticing Fans with original and
interesting content–share and comment
52. Cross–Channel Integration
• Platforms are networked together and
an icon for each displayed on Investec’s
website
• Every update to Investec’s Fanpage,
LinkedIn profile, Flickr account, YouTube
channnel and blog is automatically Mobile Apps
posted to Twitter to keep the Investec Microsite
Twitter account active and constantly
promoting
• Posterous blog auto-updates all of
Investec’s networks with one click
Website
Audience B
54. Facebook Insights
• User growth
• Daily active users
• Demographics
• Like sources
• Tab views
• Unlikes and attrition rate
• Consumption of Content
• Creation of Content
• Website Platform
• Page Views
• Referrers
• Mentions
55. Google Analytics
• Identify performing keywords and key-phrases
• Reposition SEO content in order to refine and
improve performance
• Customised reporting
• Integrated with AdWords
• Cross Channel and Multimedia Tracking
• Visualise Data
• Advertising ROI
• Reports on events
• Segmented traffic according to a filter
• Individual data capture
• Unique visitors, new, repeat, return
• Exit page
• Visit duration
• Click-through-rate
• Page views per visit
• Geographical location
• Analysis against page goals
56. Track, Monitor and React
Weekly report analysis:
• On brand and events
• Online buzz around Investec
• Prospect engagement
• Volume of conversation
• Overall tonality of conversation
• Key messages being discussed
• Active venues of conversation
• Influencer Profiling
• Reach (who, where, why, what) Visits, visitors, views, followers,
fans, subscribers, brand mentions
• Frequency
• Customer Value Share of voice, sentiment, click-
throughs, loyalty, re-visits
Retweets, shares, @replies, wall-
posts, comments, time on site,
RSS subscriptions
Microsite members, leads, event
attendees, forum engagement
Track, monitor, react
57. Key Performance Indicators
• Reach
- Links generated by messages
- Tweets about your message
- People who talk about your message
- Subscribers
- Bookmarking
- Traffic
- Site links
Key:
• Frequency and Traffic
- Visits Seed
- Unique Monthly Visitors (UMVs)
Influencers
- Returning visits
- Pages viewed Advocates
Influenced
• Influence
- Discussions about a message
- Comments about a message
- Quantity of sharing
• Conversation and Transaction
- Frequency of click–throughs
58. Key Performance Indicators
• Email
- Opt–in lists
- Open rate
- Click–through rate
- Number of emails forwarded
- ROI
• Microsite
- Investment portal club registrations
- Actual members vs potential members
- Page most visited
- Most popular App
- Length of visit
- Percentage of returning members
• PPC Ads
- Impressions
- Click–throughs
- Conversions
- Value per conversion
