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	May 6, 2008 Disruption Looms For Financial Services Social Media Entrants Show Marketers A New Way For Brand Differentiation by Brian Haven with Jaap Favier, Evadne Cokeh	Average: 8  (2 ratings)

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Executive Summary

A new crop of financial services startups use social media tools like social lending and re-envisioned money management to enrich the experience around money management for consumers. As the quality of online financial services drives customer loyalty and advocacy, and customers of the major US banks are very active in social networks, marketers of financial institutions have a great opportunity to add community services to their portfolios. They should start with researching the needs and drivers of their target customers with ethnographic research and studying the adoption of services from the new entrants.

TABLE OF CONTENTS

• Disruptive Financial Tools Redefine Services
• Financial Services Customers Will Want These Social Services
• Social Services Open Up New Marketing Opportunities

RECOMMENDATIONS

• Human Centricity Will Guide Marketers To The Right Solutions
• Supplemental Material
• Related Research Documents

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