Strategy to roll out: The RAMS Road Map - Nicholas Demos - RAMS

Nicholas Demos is the Head of RAMS Direct at RAMS. 9th Annual Innovators Conference - presentation day 1: March 7th @ the Palazzo Versace, Gold Coast, Australia.

Transcript

1. TSWG Conference March 2013
3. St.George Bank Website - 1995 3
4. RAMS website - 1996 4
5. Westpac - 1997 5
11. RAMS Background 11 Old RAMS RAMS Today
12. Stretch the brand 12 Major Bank Regional Bank Home Loan Specialist Online Brand
13. Online – Core component of new strategy 13
14. RAMS Growth Video 14 Show video
15. Some key highlights from the video • SEO is more important when you are not a major. • RAMS ranks position 1 or 2 for home loan or home loans • Over 30% of traffic comes from SEO 15
16. Launch of Internet and Mobile Banking • Launched myRAMS end of 2010 • Within a year had 25,000 users • After 2 years over 70,000 users • Almost 30% from Mobile Banking • New version in development 16
17. St.George Bank Money Meter App • No need to login to Internet Banking • See your account balance instantly 17
18. Launched our new web site - 2011 18
20. Web site Today 20 • Customer Centric approach • High-fidelity, functional prototypes • Conversion rate improved from 2 to 4%
21. New Mobile Web Site http://iphone5simulator.com/ 21 • Full Mobile Website • 25% of visitors to website are from a mobile device • 35% of page views are from a mobile device • Most visited page on our website is the mobile calculator page
25. Targeted Teasers • Developed on line Marketing Module • One on One Targeted Teasers 25
26. Simple application process for existing customers 26
27. Application Forms within Internet Banking • Existing customers can apply within myRAMS for: • Offset • Transaction • Savings account • One page simple form • Straight Through Processed • Account opened Instantly 27
28. Deposits for new Customers – May 2012 28
29. Raymond Deposits Video & SMH Site Take Over 29
30. RAMS Site Traffic 30
31. Deposits Video – Auto Start 31
32. Online Deposit Features • Launched with highest rate in the market • Electronic verification with Veda • Straight through processed • Within 5 minutes a customer can • Apply online • Have their identity verified • Register for Internet Banking • Be issued with an account number and BSB • Log into Internet Banking and transact on their account 32
34. Results • Over 35,000 accounts opened • EV pass rate of 68% • Form completion rate of 44% • Live reporting • Extremely positive social media commentary 34
35. Social Media Commentary “Seriously leaning towards moving my 2 Ubank accounts away and into this. No fees and higher $ limit and seems to have everything Ubank does. Can't see the downside.” “I just called Ubank and they refused to match/beat this rate - the staff member consulted with his supervisor and said they'd can't do it. Said Westpac are being very aggressive and they aren't going to beat this rate. “UBank have lost my business. Good product but WBC have clearly set this product up to take business away from Ubank(NAB) as it's identical in a lot of ways.” 35
36. Social Media Commentary “Looks a no brainer for me to take advantage” “FWIW just called the RAMS info service this deal starts today…..sounded all above board, I'm signing up. Bye bye Ubank .” “FWIW I just set a RAMS account up - I thought Ubank's process was pretty good but this was even quicker (to be fair that was 2yrs ago) took under 5mins.” “I'm impressed with it so far.” “ 36
37. 24,000 fans in 12 months! 37
39. Raymond Rocks Video 39
40. Raymond Rocks Video 2 40
41. Rock with Raymond went viral 41 Increase Likes Encourage participation Create awareness & engagement 20,000 new Facebook likes • 334,000 video views • #5 most viewed video on Youtube • 86,000 clicks driving traffic to Raymond’s page • 5M – total weekly Facebook reach • 180M impressions • 25,000 actions on Facebook • 9 audition entries • 6,000 audition votes • 1,000 rap name entries
42. iPad app for Franchisees • Simply app to allow loan writers to have a coffee shop conversation with customers 42
43. Three Key Themes • Is Digital key to your businesses strategy • Think Mobile • Social – Do you have anything to think differently 43
44. 44 http://iphone5simulator.com/