RELATIONSHIP MARKETING IN FINANCE

BENJAMIN PERRAUT

Introduction • The arriving of internet

during the 90th has changing completely the way of communicate of the enterprise, but sometime the control of image of enterprise can be out of control , recently the affair of jerome kervier revealed in France the central role of management of the image.

Jerome Kerviel• Jerome Kerviel (French trader) ,

was transform by the network into public character

• The main fault of the plan of crisis management of organized image then on January 24th, 2008 in the morning the Société Générale reveals, occasionally a press conference, a 4,82 billion euro loss on markets, provoked by the inconsequence of a single operator, Jérome kerviel.

Société générale attacks Jerome Kerviel with synonymus of “swindler”, of “terrorist”

The facebook page is quickly submerged of «requests of friends” while of numerous group of support for jérome kerviel is created.

• Even before that the face of the interested person appeared in the press, it counted more than 100 000 fans facebook.

• Icon of Web, numerous site in its glory appeared in the next days the press conference (sale of T-shirts " I am the girlfriend of kerviel jerome " parodies videos, site and blogs of supports to the traders)

The apparition of his image

• the " jérome kerviel " request sends back in June, 2010 on Google , more than 250 000 occurrences

• Almost It was the same number comparable of an established national star knowing since some years.

Image degradation• The Société Générale,

to have neglected the impact of internet on the image of his young ex-employee, had not either planned the waves of diversion of its logo, unmemorable blogs and forums of opponents, which allowed to consolidate, page after page, the opinion of the highly-rated of kerviel.

• La société , géne et râre : the society , bother and protest

Resolution of the problem

• So as it would have been able to imagine a device of on-line reaction of the bank:

for example, a blog of crisis to inform the opinion and defuse the rumors (twitter was not still enough spread in France at the time of the facts) either the more reactive on-line day before(watch), measuring better the impact of the social networks.

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