ABAStrategyWebinar_FINAL_20170110

JANUARY 11, 2017
The Banker’s Guide to
Strategic Social Media
11
#abasocial COPYRIGHT 2017 @GREMLIN SOCIAL GREMLINSOCIAL.COM

F R O M T H E G R E M L I N SO C I A L T E A M
Introducing Your Speakers
2
MIKKI WARE
DIGITAL MARKETING
DIRECTOR
S
Linkedin.com/li/mikkiware

F R O M T H E F I R ST B A N K F I N A N C I A L C E N T R E T E A M
Introducing Your Speakers
3
JEFF MCCARTHY
VICE PRESIDENT,
MARKETING DIRECTOR,
linkedin.com/in/
jmccarthy427
linkedin.com/in/
heatherkoltermann
HEATHER
KOLTERMANN
SENIOR MARKETING REP
S

T H E B A N K E R ’ S G U I D E T O ST R A T E G I C SO C I A L M E D I A
Today’s Agenda
4
1. Assuming You Know
2. Strategic vs. “Ready, Fire, Aim”
Marketing
3. Get Strategic: 6 Tips for Content and
Social Media Marketing
4. Success Story: First Bank Financial
Centre
5. Key Takeaways
6. Q&A
R

B U T I T ’ S O K A Y I F Y O U D O N ’ T
Assuming You Know….
5
• How to set up social media accounts
• The basics of posting to social media accounts
• The business value of social media
R

C O N T E N T & S O C IA L M E D IA M A R K E T IN G F O R B A N K S
Strategy vs. “Ready, Fire, Aim”
66
R

W H A T I T I S, A N D W H Y I T D O E SN ’ T W O R K
Ready... Fire... AIM!
7
Definition: The practice of distributing content in socialmedia before being ready; many times based on bad advice
from a social media guru/ninja/rock star.
WHY IT DOESN’T WORK
• Not all networks are created equal. Should
your bank be on Snapchat? Choose the
networks that make the most sense.
• It can be costly, in both dollars and time.
• Without metrics and measurement, you can’t
measure success.
• If you don’t know who you’re talking to, you
don’t know what to say.
R à J

6 T IP S F O R C O N T E N T & S O C IA L M E D IA M A R K E T IN G
Get Strategic
88
M

Community Engagement
W H A T D O Y O U H O P E T O A C C O M P L I SH ?
Tip #1: Set Goals
9
Deepen Existing Customer
Relationships
Thought Leadership/Brand
Awareness
Top 3 reasons for banks to use content and social media:
MàJ

H O W T O K N O W I F Y O U ’ R E R E A C H I N G G O A L S
Tip #2: Define Success Metrics
10
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Duis aute irure dolor in reprehenderit in voluptate velit
Consumption Sharing Engagement
M

F A C E B O O K
Metrics
11
CONSUMPTION SHARING ENGAGEMENT
Followers Shares
Actions on Page (CTA
buttons)
Page Views Hashtags Page Likes
Total Reach (Paid and
Organic)
Saves
Comments, Likes, Reactions,
Post Clicks
Post Reach (Paid and
Organic)
M

F A C E B O O K
Metrics
12
MàJ

T W I T T E R
Metrics
13
Followers Retweets Mentions
Tweet Impressions Hashtags Replies
Profile Visits Favorites
New Followers EngagementRate
M

L I N K E D I N
Metrics
14
Followers Shares Interactions
Post Impressions Post Clicks
Followers Acquired Likes, Comments
Reach EngagementRate
Page Views
M

QUESTIONS TO ASK BEFORE CHOOSING THE TEAM
Tip #3: Develop
Your Team
15
• Who is responsible for content
• Should team members act autonomously
or require moderation/approval?
• Who will handle feedback and questions?
• Can we provide the appropriate training, or
find the resources to do so?
RàJ

A GUIDE TO CONTENT AND SOCIAL MEDIA HIRES
Team Members
16
• Social Media Manager
• Social Media Strategist
• Community Manager
• Content Manager
• Content Contributor
• Social Media Intern
R

NARROW YOUR FOCUS, DEFINE YOUR PURPOSE
Tip #4: Develop A
Basic Content Strategy
17
• Identify your customer personas
• Find out where your personas spend time online
• Determine your voice
• Create Content Calendar
• Package, Distribute, Re-purpose
M

CUSTOMERS DON’T READ CONTENT FROM
BANKS – IT’S BORING
Myth #1
18
Studies show that 90% of affluent
consumers use social media; 44% of those
users engage with financial institutions via
social media.
Source: 18 Astonishing Social Media Stats for Financial Advisors,
M

CONTENT & SOCIAL MEDIA MARKETING
ARE NOT IMPORTANT FOR BANKS
Myth #2
19
The 2017 ABA Bank Social Media Survey
shows that 49% of respondents consider
social media important to the bank; 54%
plan to increase spending on content and
social media in the coming year.
M à H

CONTENT & SOCIAL MEDIA ARE TOO
TIME CONSUMING
Myth #3
20
With the proper strategy and automation
tools, you can execute a basic content and
social media strategy in as little as 15
minutes a week.
M

W H O I S Y O U R A U D I E N C E ?
Consumer Personas
21
Definition: Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of
your ideal customers. (Source: Hubspot)
CREATE PERSONAS BASED ON:
• Demographic Information
• Known pain points (Customer Service team
can help here)
• Lifestyle behaviors
• Hopes & dreams
• Tip: Start with 2 or 3 – flesh out as strategy
matures!
M

W H O I S Y O U R A U D I E N C E ?
Consumer Persona Example
22
Name: John Doe Unbanked Millennial
• Age: 25 – 35
• Married
• College degree
• Salary: 50-80k/year (depends on geo location)
• 0-1 child
• Looking to build credit for potential home loan
M

GREMLIN SOCIAL PLATFORM PULSE
0
0 100
RISK
BUSINESS VALUE
Choose the Right Channels
23
WHERE DO YOU PERSONAS SPEND TIME?
MàJ

H O W Y O U R M E SSA G E I S P R E SE N T E D
Determine Your Voice
24
Our brand personality is...
Our brand personality is not...
We use this type of language...
We really try to...
FOR EXAMPLE WE WOULD SAY…
WE WOULDN'T SAY...
Our Culture....
.... is an important part of our culture.
M

H O W T O SC H E D U L E & P L A N
Content Calendar Example
25
Date Title Content Type Offer/CTA Channels Persona
Week of January
9, 2017
January 9 This is a title Social Media
Offer or Call to
Action
Facebook
Twitter
LinkedIn
Customer persona; ie, first
time home buyers
Offer or Call to
Action
Facebook
Twitter
LinkedIn
time home buyers
Offer or Call to
Action
Facebook
Twitter
LinkedIn
time home buyers
Offer or Call to
Action
Facebook
Twitter
LinkedIn
time home buyers
Offer or Call to
Action
Facebook
Twitter
LinkedIn
time home buyers
MàH

G E T 5 A SSE T S F R O M 1 P I E C E O F C O N T E N T
Package, Distribute, Repurpose
26
EBOOK
• All Networks,
• Company Website
BLOG POST
• All Networks
VIDEO
• Facebook
• YouTube
• Instagram
• Twitter
• Landing Pages
TIP SHEET
• Linkedin
WEBINAR
• YouTube
• Company Website
M

FI R S T B A NK FI NA NC I A L C E NT R E
H OL I - D AY S OF G I VI NG
What Content Works
27
MàHJ

S O C IA L M E D IA B E S T P R A C T IC E S
Tip #5: Develop A
Basic Social Media
Strategy
28
• Educate first, sell second
• Post on a regular schedule
• Consider promoted posts and advertising
• Consider automation
R

Educate First, Sell Second
29
Click Bait
Spammy
Links
More than
20%
Promotiona
l Content
RàH

Gremlin Social clients who are
succeeding on social post, on
average, 1-2x per day across at
least 2 social networks.
> 1x / week
1x / week
2x
/ week
1x / Day
2x / Day
How Often Should IPost?
30
R

( I N G E N E R A L )
Best Times To Post
31
Facebook
12-1pm Saturdays and Sundays
3-4 pm Wednesdays
1-4pm Thursdays and Fridays
Twitter
12-3pm Monday through Friday
5-6pm on Wednesdays
LinkedIn
7:30-8:30am, 12pm & 5-6pm
Tuesdays, Wednesdays,
Thursdays
10-11am on Tuesdays
Instagram
Consistent Monday through
Thursday. Wednesday is best
day. 10pm is good, but on
Wednesday 5pm is king.
Source: Hubspot
R

B O O S T P O ST S, M A K E O F F E R S
Social Media Advertising
32
CREATE GENERAL ADS
targeted to a specific audience using
options like Location, Behaviors,
Demographics, Connections,
Interests, and Custom Audiences.
When to use it: Targeted Campaigns
BOOSTED POSTS
Facebook Boosted Posts allow you to
reach the people who like your page,
and their friends, for as little as $5.
When to use it: Promotion of special
events, offers, company news, or blog
posts.
FACEBOOK OFFERS
Offers are posts for short-lived
promotions either in a branch, or
online. Users can click the Get Offer
button to claim them, present the
coupon at the branch, or via online
promotion code.
When to use it: Sales promotions,
special offers and discounts.
Facebook
R

B O O S T P O ST S, M A K E O F F E R S
Social Media Advertising
33
Twitter
Twitter Promoted Tweets deliver your messages to a
targeted audience, and you only pay if someone engages.
When to use it: Targeted Campaigns
Linkedin
LinkedIn offers another way to target a specific audience
and reach people outside of your network.
When to use it: Much like Facebook, use sponsored updates
to feature your best news and content.
R

SE C U R I T Y A N D R O G U E E M P L O Y E E S
Tip #6: Don’t Forget Compliance
34
• Never share social network passwords with non-management employees.
• Change passwords every 3 months, or after a user has left the bank
• Create a social media policy with clear rules about posting, approved devices, and appropriate content.
• Claim yourbrand name and handles on social networks
• Report fraudulent activity to social networks
• Have response guidelines in place to deal with a social media crisis or hack.
R

Compliance/Legal
• Laws and Regulations for
Deposit & Lending Products
• Advertising, complaint,
employees, customer
communication
What Are The Risks?
35
Operational Risk
• Customer data
• Phishing, Spoofing
Reputation Risk
• Brand Impact
• Bad PR
R

Key Banking Regulatory Guidelines
36
KEY COMPONENTS & RELEVANT SOCIAL MEDIA REGULATORYBODIES:
• Governance – Access, controls, documentation
• Social Media Policies & Procedures – for each group
• Monitoring and Oversight– Business related social media accounts
• Risk Management Process - Approval and workflow
• Training - for all employees
• Reporting & Archiving - for auditing purposes
R

F F I E C & F D I C
Understand Regulations
37
“We're also not trying to discourage financial institutions from
using social media. We recognize that social media can be a
useful tool for financial institutions.It can allow them to reach a
wider universe of consumers. It can let them spread their brand
identity more widely. It can let them deepen their relationships
with existing customers and so forth. There are definitely good
reasons for financial institutions to use social media.”
– Elizabeth Khalil, a senior policy analyst within the FDIC's Supervisory
Policy Branch of Depositor and Consumer Protection
2/14/13 Bankinfosecurity.com
For bank social media use
• Regulators wantyou to be on social media
• Regulators wantyou to educate
customers on social media
• Guidance makes sure you treat social as a
new channel of communication – but with
same foundational requirements
RàH

F I R ST B A N K F I N A N C I A L C E N T R E
Success Story:
38
How FBFC stays engaged:
1. Holi-Days of Giving
R à H/J

F I R ST B A N K F I N A N C I A L C E N T R E
Success Story:
39
How FBFC stays engaged:
2. Where’s Mark Wednesdays
R à H/J

T H E B A N K E R ’ S G U I D E T O ST R A T E G I C SO C I A L M E D I A
Key Takeaways
40
Social media marketing for
banks requires strategic
planning – no ready, fire, aim
Before you begin:
Set Goals
Define Success Metrics
Develop Your Team
Develop a Basic Content Strategy
Develop a Basic Social Media Strategy
Don’t Forget Compliance
Banks CAN be successful on
social with the right tools and
planning, whetheryou have one
person or 20.
1. 2. 3.
R – H/J

G R E M L I N B R A N D G U A R D I A N
Exclusive Offer
41
Advanced Brand Monitoring for Banks
• Set up alerts and receive daily, weekly, ormonthly email
notifications
• Filter results - see only what’s relevant to you
• Monitorcompetition
• Archive and capture consumer comments on third-party sites
FREE with ABA Membership beginning in February
Visit: info.gremlinsocial.com/brandguardian
R

Q U E ST I O N S & A N SW E R S
Thank You For Attending!
42
C O N N E C T O N S O C IA L
Facebook.com/gremln
@gremlinsocial
Linkedin.com/gremlinsocial
L E A R N M O R E
Contact Gremlin Social:
Visit: info.gremlinsocial.com/aba
Email: avandiver@gremlinsocial.com
Contact American Bankers Association:
Visit: aba.com
Email: spolestak@aba.com

ABAStrategyWebinar_FINAL_20170110

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