the personal web: personal observations and the challenge for financial services ian graham bmo...
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The Personal Web: Personal observations and the
Challenge for Financial Services
Ian GrahamBMO Financial Group
http://www.iangraham.org
Personal Web
Geography
Space • Social vs. Personal • Why so hard?
Personal Space
... space surrounding a person which they regard as psychologically theirs.
Invasion of personal space can leads to discomfort, anger, or
anxiety on the part of the victim.
Public Space(anonymity)
Social Space
Personal
Intimate
1.2 m
4 m
7.5 m
0.5 m
Social Web:Social Web:Social Web:Social Web:
Analytics • social software •no boundaries • new norms • personas
BlurringBlurring of Spaces of SpacesBlurringBlurring of Spaces of Spaces
discomfort • anger • anxiety • uncertainty
Financial Services
lend • transact • manage • plan
Public Space(anonymity)
Social Space
Personal
Intimate
1.2 m
4 m
7.5 m
0.5 m
Banking
trusted • safe • secure
Financial Service Goals
Buy more products Use more services Be company of
choice
services Social banking? Personal
relationship Personal service
Web StrategyGoals
Personal? I have money,investments,at multiple
places
I want advice,assistance at
reasonable cost.
I do lots of social things
involving money
Tell me stuffI need to orshould know
I want my bankto help, not
hinder
I have “Facebook”expectations
of functionalityI want to be able
to do a lot bymyself
You must protectmy data and my privacy
I don’t want to tell youeverything
My bank is a safe place
P
S
S
S
P
S
P
P P
P
P SP S
Sample “New” Capabilities
What is ‘acceptable’ without sacrificing credibility?
How to offer safe, personal service in a social world?