Interview SEB – Hakan Aldrin, Manag`g Director @ theBenche.com

Share | If U R the regular reader of my blog on Visible Bank`g , you’ll already know I am the big advocate 4 social media in B2B. Indeed, provid`g U do it well, I believe social media  gives U the unique opportunity not only to stengthen your  exist`g relationships w/ your commercial (small businesses) & corporate customers, although (unless) also to drive advocacy, become an ambassador 4 the sector & eventually increase your market share.     The Tremendous Opportunity in B2B In the last three years, most of the online communities launched by banks targeted the small businesses, or Small & Medium Enterprises (SMEs), segment. 4 various reasons (mainly bad allocation of resources & budget, the lack of community management, & the crisis added w/ the loss of Executive support), some banks decided to shut down their communities, such as Fortis w/ their innovative community for European entrepreneurs join2grow.biz (offline since January 2009) or ABN AMRO w/ their Dutch community flametree.nl (offline since January 2010). Those communities were appreciated & they both`d the solid member base of active users.  It`s really a shame they closed down. And for the minute, put yourself into the member’s shoes: imagine how you`ld react if you invested dozens of hours on the service like linkedin and it simply closed down!    To the contrary, some other banks`ve seen their communities really taking off w/ the likes of Bank of America w/ their small business online community or American Express w/ their OPEN Forum . SEB Targets the Finance Professionals   the couple of years ago, SEB adopted the slightly different approach. The bank decided to reach out to the trade finance community and re-inforce its leadership in the space. They launched an online community initially exclusively 4 trade finance professionals called theBenche.com . I shared my views on the Benche the couple of times on Visible Banking: 4 the six-month anniversary of the community , & when SEB decided to invite Cash Management professionals to join the platform too (hop`g to boost the registration rate on the platform).

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Interview SEB – Hakan Aldrin, Manag`g Director @ theBenche.com

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