For Financial Services Professionals

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	June 22, 2006 Social Computing's Impact On Financial Services How Social Computing Will Erode Financial Brands And What To Do About It by Benjamin Ensor with Cliff Condon, Ashara Giordanelli	Average: 8  (2 ratings)

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Executive Summary

Peer-to-peer technologies like user review sites, discussion forums, and blogs are contributing to a new era called Social Computing that empowers individuals at the expense of institutions like retail financial services firms. As consumers use the Net to share information, financial brands risk being undermined as marketers lose control of the message. But it's not all bad news for financial firms. Smart firms will use the same emerging technologies to communicate with customers, gather customer insights, and develop stronger customer relationships.

TABLE OF CONTENTS

• Peer-To-Peer Technologies Are Changing Consumers' Financial Behavior
• Why Social Computing Matters To Retail Financial Services
• Firms Must Learn To Communicate In New Ways

RECOMMENDATIONS

• Smart Marketers Will Turn Social Computing To Their Advantage
• Supplemental Material
• Related Research Documents

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