Before moving off Facebook banking, there were many other
mentions of Facebook Banking during the conference.
For example DenizBank, the Turkish subsidiary of Moscow-based
Sberbank, believe that they were the first to offer full service Facebook
banking in January 2012, and here’s the video to prove it:
With full online banking functionality, the platform enables
Facebook users to check their bank account, see a total picture of assets and
liabilities, send money to anyone, anytime, purchase or apply for consumer
loans and credit cards, and invite Facebook friends to use the platform, among
I guess that goes one step beyond ASB’s Facebook bank branch,
which is the first real use of Facebook as a platform that I remember in banking.
DenizBank also use Gamification to build leads and
loyalty. This is “Create Adani”, a
desert island that customers populate as a mixture of a Sim City style game and
Stagecoach Island (an experiment Wells Fargo ran in customer education in the
The game fits with their overall branding and marketing campaigns,
both social and mainstream media …
… and the bank runs other services via social media – such as
get a small loan by tweeting to their bank – but what I really liked about Gürhan
Çam’s – the SVP for Cloud and Mobile platforms at the bank – presentation is that
they can see a real difference between the old way of doing things and the new
For example, using Facebook, DenizBank offer crowdsaving
rather than crowdfunding. The crowdsaving
idea is intuitive and natural. Rather
than raising funds for an office birthday or leaving do the old way – someone goes
round the office with a begging bowl and comes back with $29.25 if you’re lucky
– the new way is to show smart crowdsaving.
So you set a goal – we want to get Christine a $40 bouquet
of flowers for her birthday on June 11 – and send that round the office using
Facebook and DenizBank’s smart crowd saving app.
The money is far more rapidly and socially gathered … just a
shame that Christine knows about it now!
Regardless, they must be doing something right as their
Facebook fans have been growing steadily in recent months.
Turkey is in fact a hotbed of innovation in banking, not
just because of its growth market status, but also due to government
deregulation to encourage more competition in banking. Worth a note (oh, Forrester already did!).
Anyways, Akbank’s Manager for Alternative Delivery Channels,
Emre Kahraman, gave a great overview of the bank’s activities on Facebook.
With almost one and a half million likes, the bank enjoys
more than double the number of fans of DenizBank.
They also have a Game, Sosyal
Kobi (Social Business), that has garnered over 50,000 active players and
200,000 subscribers. Interestingly, this
Game targeted SMEs and succeeds in showing how business as well as consumer targeting can be met through
Facebook, with over 25,000 businesses subscribing in just the first ten days!
But just to show the sheer power of Facebook as a channel,
Akbank launched their new television media campaign on Facebook, 24 hours
before it launched on TV, and achieved over two millions views of the ad before anyone saw it on the box.
Or maybe it was due to the ad previewing the launch of their new mobile app and went viral pretty fast.
It certainly shows the power of our mobile era (more
on that later).
Meanwhile, a final example of Facebook finance discussed during
the week was Kroodle,
a Facebook insurance platform launched by AEGON in the Netherlands.
As I missed the main session on this, I only gathered that
this is a mobile social insurance platform where you can easily sign up for insurance
products with no paper, no long application process, and no big pain in the backside
barriers to getting cover.