Social Media in Financial Services
Marketforce’s Inaugural Conference: Enhancing your digital presence and the customer journey: gain insight from industry pioneers
21st March 2012, The Waldorf Hilton, London
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Print ProgrammeWednesday 21 March 2012, The Waldorf Hilton, London
Social Media in Financial Services
Chairman’s opening remarks

Ian Morgan
Head of Financial Services, Google UK
Ian Morgan
Head of Financial Services, Google UK
Biography
Ian Morgan joined Google in September 2006 and, as part of the UK leadership team reporting to the UK MD, is responsible for managing Google's Digital Media & technology relationships with the UK's major financial services providers. This involves working with CMOs and E Commerce Directors from the FTSE top 250 Finance companies to ensure that digital becomes an integral part of business strategy and the overall marketing mix to help achieve both brand & acquisition objectives.
Ian was previously Head of Online Banking at Barclays Bank, responsible for the commercial performance & strategic development of Barclays Internet Channels.
Prior to Barclays, held a series of senior Marketing & Product Development roles within both Thomas Cook & BUPA.
Ian has a BA Honours degree in History from Liverpool University and an MBA from the Open Business School.
Married with two children.
Interests include tennis, rugby and long distance running / triathlon.
Session One: Making social media work for your company - how hard can it be?
Strategic forum details
Each panellist will give a fifteen minute introduction describing their company’s approach to social media before taking part in a panel discussion.

Russell Graham
Brand and Communications, Santander
Paul Wishman
Group E-commerce Director, LV=
Kevin Traynor
Vice President, Digital Marketing EMEA, Black Rock/ iSharesPanel discussion: Developing a social media strategy details
- Getting management buy in: what are the most powerful arguments for investing in social media?
- Choosing your channels carefully: where should companies target their investment?
- Is this marketing or customer services?
- What results should you expect?
- How can you measure the ROI of a social media strategy?
- Content is key, but what is appropriate?
- Compliance and social media: how does existing legislation apply?
- Does your legal department need to check every tweet or can your staff be trusted?
Further speakers to be confirmed

Keith Moor
Brand & Communications Director, Santander
Paul Wishman
Group E-commerce Director, LV=
Kevin Traynor
Vice President, Digital Marketing EMEA, Black Rock/ iSharesRefreshments
Building Real Engagement with your Customers Through Facebook details
- To be “Liked” is no longer enough
- How can you create engaging content that users will recommend and discuss from “boring” banking products?
- Using Facebook to drive customer acquisition – is it possible?

Connor Kinnear
Global Head of Marketing, Serverside GroupSession Two: Innovation exchange
Peer-to-peer discussion: 'Financial Services are too boring for social media': Discuss details
Getting followed on twitter and getting 'liked' on Facebook might be easy if you make smoothies. What if your corporate personality is a little less engaging? Delegates will discuss, in facilitated groups, the different methods and aspects of consumer engagement.
Group One: 'Gameifying' Financial Services details
Making banking and insurance fun: but is it worth it?

Michael Nuciforo
Mobile and Digital Banking consultant, innovator and futurist
Michael Nuciforo
Mobile and Digital Banking consultant, innovator and futurist
Biography
Michael Nuciforo is a freelance Mobile and Digital Banking Consultant who has most recently been Head of Mobile Banking at RBS. Last year Michael was responsible for delivering the UK's first iPad tablet application along with new services for iPhone, Android and BlackBerry both RBS and NatWest brands. The service was the Number 1 rated banking app in the Apple app store and was a Gold winner in the UK IT Industry Awards.
Prior to moving to London two years ago Michael worked at the ANZ bank on a number of developments including the first iPhone banking app outside the US (back in 1998...) and the award winning ANZ goMoney application. A regular author and blogger with popular industry publications Michael is passionate about the potential of mobile innovation and the opportunities that exist within the holy trinity of mobile, social and location based technologies.
Group Two: Striking the right tone: reaching digital consumers details
What can you usefully say about complex product in 140 characters?

Christophe Langlois
Founder & CEO, Visible-Banking.comGroup Three: Mind the app details
How much do apps increase consumers' connection with their bank or insurer?

Andrew Curry
Director, The Futures Company
Andrew Curry
Director, The Futures Company
Biography
Andrew Curry is a Director of The Futures Company, where he combines an expertise in futures work, particularly scenarios, with a detailed knowledge of media and new media, sustainable development and economics.
Andrew leads The Futures Company’s futures and scenarios work in the UK. He has directed projects for a wide range of clients in the public and private sectors, including AOL, DTI Foresight, Aviva, HMRC, Nokia, Marconi, the Environment Agency, and the BBC. Recent projects include a set of global economic scenarios for a government department, a report on the impact of the growth of Asia on the economies of Europe for HSBC, and a project for
Foresight to identify technology and innovation platforms for the British economy.
Prior to joining The Futures Company, Andrew worked as a financial journalist and a television producer before launching Britain's first Interactive TV channel for the cable company Videotron. In 1997, while at Cable & Wireless Communications, he directed the DTI Foresight Project, "Driving the digital media economy", and wrote the final report. Andrew has published a number of articles on futures techniques and issues (most recently in the Journal of Futures Studies) and blogs on futures and related issues at ‘the next wave’. He is a member of the Association of Professional Futurists.
Session Three: The differentiating factor- social media and the customer experience
Listen. Learn. Engage – A structured approach to enabling better customer experience details
- Listening to the entire universe - Why is it important and how should it be approached?
- Understanding and measuring customer experience through social media – the possibilities today
- Enabling ongoing social media engagement for improving customer experience

Neelesh Sali
Senior Director – International Business, GenpactQuestions
‘Thank you for your feedback’: the challenge of transparent customer services details
- Getting the presence right: how to produce consistent, credible, compliant responses
- Responding in time: how fast is fast enough on twitter?
- Dealing with negative feedback and capitalising on positive write-ups

Robert Wint
Head of Digital Marketing, Barclays Bank
Robert Wint
Head of Digital Marketing, Barclays Bank
Biography
Robert has worked in the multi-channel world of customer service since 1986 - whether that’s through face to face, call centre or digital channels. As a regular speaker on the topic of the changing face of customer service, Robert brings together 25 years of handling customers through channels and in his current role leads the Digital Marketing activity at Barclays Bank in the UK. He is leading their Social Media activity and is driving the strategy and deliveries within this new media. Robert has spent much of his working time at or within financial services operations including NatWest and Barclays and has held senior marketing roles at technology providers like Verint Systems and Firstwave Technologies and internet-based consultancies like Entranet.
Questions
Getting even closer to customers: how this improves your products and services details
- Why is social media the right place for customer engagement?
- Reacting to feedback: how to show you are a bank who listens
- Tapping into an idea factory: what can crowd sourcing teach you?

Thomas Heilskov
Manager Group Online Communications, Danske Bank
Thomas Heilskov
Manager Group Online Communications, Danske Bank
Biography
Thomas Heilskov is Head of Online Communications & New Media at Danske Bank Group and has been responsible for devising the banks social media strategy. Besides heading Online Communication at Danske Banks, Thomas is also a lecturer at Copenhagen Business School with a specialty in corporate branding and digital communication.
Questions
Lunch
Session Four: Conversations with your customers- can they be profitable?
Social media: A new era in measurable direct marketing

James Horsfield
Senior Sales Consultant , Neolane
James Horsfield
Senior Sales Consultant , Neolane
Biography
James is responsible for developing long term partnerships with Neolane's Financial Services customers and prospects, enabling them to achieve their marketing goals through highly effective cross channel marketing execution. During his 16 year career in IT, James has worked for companies such as SPSS and Pitney Bowes Business Insight where he was involved with a range of clients to leverage statistical, predictive and geographical models, gaining valuable customer insight with which to make key business and marketing decisions. James joined Neolane in October last year and is passionate about working with Financial services sector clients to help them realise the full potential of automated marketing.

Martin Smith
Head of Marketing, Neolane
Martin Smith
Head of Marketing, Neolane
Biography
Martin Smith, Head of Marketing for Neolane, has over 20 years' experience in marketing automation, CRM and Contact Centre technology across different industry sectors. More recently he has headed up the Media and Entertainment Sectors for Neolane and worked with companies such as EMI, Sony Music Entertainment and Universal Music to build strong 'direct to consumer' marketing environments.
Questions
Can Social Media work for a low interest category like General Insurance? Insight to Return on Investment - a Success Story

Paul Hemingway
Function Leader, Marketing & Communications, General Insurance, Co-operative Financial Services
Paul Hemingway
Function Leader, Marketing & Communications, General Insurance, Co-operative Financial Services
Biography
Paul is The Function Leader of Customer Communications within Brand and Marketing at Co-operative Financial Services (CFS) – managing a team of around 40 people – a team that delivers communications for Co-operative Bank, Investment, Insurance customers, as well as Corporate and smile customers, with Britannia recently being added to that stable of brands.The team uses the full media mix – web to TV, Press to Direct Mail and have recently integrated On-line Campaigning into the mainstream teams to ensure greater synergy across the mix.Paul joined the Co-operative in July 2005 and has fulfilled a number of Marketing roles at CFS during that time.
Paul has been specialising in Financial Services Marketing for 23 years and his experience has taken him around the world marketing the following brands:
Leeds Permanent Building Society (UK)Leeds Overseas Limited (Isle of Man)Halifax Plc (UK)Halifax International (Germany, Holland, Offshore incl Dubai, UK)Direct Line Insurance (UK)Royal Bank of Scotland Group (UK) – including Lombard Direct, Mint, Churchill & Direct Line brands
Paul has had varied experience and has marketed a number of interesting products and services within the Blue Chip Brands he has worked on:
Specialist offshore Business & Personal AccountsLloyds of London Underwriters accountsUS Dollar and foreign currency productsMilitary marketingAs well as the more traditional UK based personal accounts and insurances alongside B2B
Paul is 49 & lives in the Peak District and takes full advantage of the countryside around him on foot and usually with a camera in hand.
A final interesting fact about Paul is that he played Semi-Professional Rugby League (when much younger!)
Questions
Case Study: Ask Unum details
In 2011, Unum used social media to launch a consumer awareness campaign highlighting the ‘gap’ in the take up of protection insurance. Working in partnership with The Guardian, they combined polling, articles and advertorials and launched an online hub ‘Ask Unum’. Has it persuaded consumers they need protection insurance and how has Unum benefited?

Tim Jackson
Head of Marketing Strategy, Unum
Tim Jackson
Head of Marketing Strategy, Unum
Biography
Tim is the Head of Marketing Strategy for specialist insurer, Unum. He is leading Unum's current campaign to raise awareness of Income Protection amongst the UK's workforce, and explain why it's a great back-up plan if you get long-term illness or injury. This integrated campaign includes Mat Ricardo's "Tablecloth" TV advert, and extends into digital and social media, particularly facebook.com/BackUpPlanUK.
Before joining Unum in February 2011, Tim was a Senior Planner for integrated agency, Chemistry Communications, working on accounts such as Baileys' eRM, digital and social activity. Tim has also worked for Diageo in both Marketing and Finance roles. He's spent time as a strategy consultant too - first in Corporate Value Associates, then Millward Brown Optimor.
Tim got his MBA from London Business School in 2004, and has a chemistry degree from Oxford. He recently retired from coxing and marathon running, to concentrate on cycling up mountains and wine tasting (he passed the professional WSET Diploma in Wines and Spirits in 2009). He also plays guitar, badly.
Questions
Refreshments
Session Five: Harnessing the power of customer recommendations
Who Cares? A look at Reviews and Ratings in the Financial Services Industry details
- Can a review system encourage trust in financial services?
- How much do you need to know about your reviewers?
- Taking the rough with the smooth: why you mustn't delete the bad scores

Richard Dennys
Chief Marketing Officer, Qype
Richard Dennys
Chief Marketing Officer, Qype
Biography
Richard joined Qype in March 2011 and is responsible for all marketing, audience growth and customer engagement as well as advertising, ecommerce sales and partnerships. As well as being part of the early stage team that developed TravelMole.com, he ran a tour operator for 6 years and is a Fellow of the Chartered Institute of Marketing. Prior to joining Qype, Richard was a digital marketing consultant at Digital Divinity.
Richard now spends his life in hotels, on planes and in airports and in his spare time is the father of two daughters and a long suffering supporter of Bristol City FC.
Panel Discussion: The value of ‘People like Me’: why financial services need consumer generated content details
- Why are consumers more likely to ask their peers for advice?
- Hosting forums and surgeries: will customers trust what you say?
- What can independent guest bloggers do for you products?
- The challenge of reputation management: how to respond to negative content

Richard Dennys
Chief Marketing Officer, Qype
Richard Dennys
Chief Marketing Officer, Qype
Biography
Richard joined Qype in March 2011 and is responsible for all marketing, audience growth and customer engagement as well as advertising, ecommerce sales and partnerships. As well as being part of the early stage team that developed TravelMole.com, he ran a tour operator for 6 years and is a Fellow of the Chartered Institute of Marketing. Prior to joining Qype, Richard was a digital marketing consultant at Digital Divinity.
Richard now spends his life in hotels, on planes and in airports and in his spare time is the father of two daughters and a long suffering supporter of Bristol City FC.

Dr. Benjamin Voyer
Institute of Social Psychology, London School of Economics
Dr. Benjamin Voyer
Institute of Social Psychology, London School of Economics
Biography
Dr Voyer received a PhD in Social Psychology from the London School of Economics and Political Science, and followed doctoral courses in marketing at HEC Paris and the London Business School. He works for the London School of Economics (Visiting Fellow) and the American University in Richmond, London (Ass. Professor of Management), and is also a chartered psychologist in the UK.
Dr Voyer's research focuses on self-construal, i.e. the way individuals define their self in terms of interpersonal relations (interdependent self-construal) or uniqueness (independent self-construal), and its consequences on consumer behaviours, cross-cultural marketing, and research methods. Beyond academic research, he also collaborates with the media as a scientific consultant (BBC, Channel 4, Psychologies Magazine). He worked as a marketing practitioner in different industries, including FMCGs (Reckitt-Benckiser), banking (BNP Paribas), and public institutions (Kent County Council), and remains a freelance consultant in marketing.

Christophe Langlois
Founder & CEO, Visible-Banking.comChairman’s closing remarks
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