The pressure is on the financial industry to efficiently provide their customers with the same presence, preference and easy access to everyday services that can be experienced across other industries such as retail, travel and hospitality. How do credit unions create the right road map to incrementally improve their branch experience, all the while, delighting customers and cementing profitable long term relationships? In this 2012 Strategic Growth Conference session, check out the latest trends and how to integrate innovative technology solutions into your credit union’s roadmap! More info at: www.nafcu.org/ncr
2. 5 Things You Should Be Doing
1. Finding new Customers
2. Effective on-boarding or getting to know them
3. Giving them nuggets of information to share
4. Cutting costs, & driving attributable revenue
5. Get your team on board first
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3. 7 Reasons to Start Social Networking
1.You have to reduce costs
2.You have to learn to listen
3.You have to focus on customer service
4.You have to establish credibility
5.You have to spread the word
6.You have to drive revenue
7.You need it to be complete
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6. How To Find Great Consumers
• Create great content
• Publish on various channels
• Blog to create more in-bound links and share on your social sites
• Optimize your content for search engines and consumers
• Use the same keywords for page title, headers & content, and
descriptions
• Promote strategically
• How many ways can you share it?
• Listen and monitor
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8. 2. Can you segment your consumers correctly?
Age
Interaction Gender
Level
Community
Segments
Economic
Location
Issues
Customer
History
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9. 3. What do you do as a business?
• What do you want to do?
• How much time will you spend doing it?
• How frequently will you update?
• What are the desired rewards?
• Who will do it?
• Who will pay for it?
• How will you measure success?
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11. Measuring Engagement
How many mentions across channels
Number of fans
How many blog articles and comments
How many people are watching videos
Sentimental analysis
(comparing positive vs. negative)
What do your web stats show
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12. 4. What do you want to do with social media?
Social Media
Mobile
Email
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20. 6. What social channels should you use?
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21. Blog
•Blogger vs. WordPress
•Humanize your brand
•Expose the personal side of
who is behind your brand
•Gain organic ranking
•Link building
•Branding
•Reputation management
•Higher search engine ratings
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23. Twitter
•Who is saying stuff about me on twitter?
•Stay up to speed with the latest buzz
•Find all of the people who are NOT directly
talking about you (referencing you or your
brand without replying to you) The best people on Twitter
•Follow what people are saying about your communicate through
customers element-links, hash tags
•Decide what links to follow from certain and comments.
people
•Add targeted followers
•Use twitpic
•Use bit.ly
•Drive traffic to your site from twitter using
@Anywhere
•Brand yourself
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24. Flickr
•Free image and video hosting website
•Offers web services and an online
community (owned by Yahoo.com)
•Images are organized using Tags,
allowing searchers to find images related
to specific topics
•If one of your images is found, you can
drive them back to your website
•Flickr is a good way for you to get free
traffic to your site
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25. Podcasts
•Provide an effective communication tool
•Build a relationship with your customers
•Gives you the opportunity to promote value-added
incentives
•Easy to use
•Increase in traffic
•Respond to consumer feedback
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26. YouTube
The #2 search engine!
•Big opportunity for people to find you
•Showcase stories, quick clips, promote an event or services
•Stream from your computer or use a small flip camera
•Try: Vimeo, Viddler, ustream.com, mogulus
TIKKA MASALA TANDOORI CHICKEN
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27. 7. How will you share your content with consumers and
over what channels?
1
You choose a measurable
goal
2
5
Develop a strategy to
Adjust your campaigns
achieve that goal
4 3
Come up with the
Learn, test, score creative to engage
your consumers
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28. 8. Think about interaction opportunities
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30. 9. Do you have a policy for your social media?
• Your business & your social sites?
• What is your purpose on social media?
• Who can use social media?
• Who is exempted from permissions / who are the lead people?
• Where can employees go for help on social media?
• Do you adhere to a particular style for content – text, photos, videos?
• What profiles do you use?
• What about disclaimers?
• What is your response time?
• Who is in charge?
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31. 10. Create a campaign calendar
Twitter Blog Facebook Images Video
# tweets per day # of blog posts per # of page posts per # of new images per # of videos per
week week week month
Scope of tweets Content of posts Content (tweets, # for Blog Length of each video
blog posts, images,
videos)
Content of tweets Sharing mechanisms # of discussion # for FB Participants
posts per week
Retweet goals Author Author Subject Content
Author Comment check Comment and Creator Sharing mechanism
response checks
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32. 11. Establish success metrics
Measurement is an absolute!
1. Engagement
2. Cost
3. Attributable revenue
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33. Pick Some Initial Numbers & Set Targets
X number of website visitors per month via Social Media channels
X number of new Twitter followers per month
X% increase of visitors to the blog
X% of positive brand mentions from month to month, quarterly, etc.
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34. 12. Create social ownership
Rules for making it social:
• Make it sharable
• Make it easy
• Make it clear
• Make it viral ready
• Match the offer to the medium
• Leverage technology (QR)
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35. 13. The Inspirational Step
• It’s about multi-touch transactions that tell
a story, across channel
• Define dates for your active file, so you
know when to panic
• Think about giving your channels and teams
access to preferences – both ways
• Look at & share your numbers, all the time,
in real time
• Create an insiders club – your first
responders
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36. Your Questions
• Should I be on Twitter?
• What do I do with my Blog?
• What incentives do I give my customers to drive engagement?
• How do you deal with tyranny of the minority?
• Give me 2-3 practical examples of how to use social media?
• How do I learn more about this “social stuff?”
• Can I do something for my B2B customers on social media?
• Give me a practical way to measure success?
• Should we have “SM” meetings? What do we talk about? Tuesdays
w/Rhonda!
• How do I organize online meetings or meet-ups?
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38. Post Types & Organic Coverage
Post Type Affects Organic Coverage
Pages with 100,000+ Fans Pages With Less Than 100,000 Fans Figure 1.8
Video
Link
Question
Photo
Status
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: BlitzLocal
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39. What People Prefer?
CTR
2011 2010 Figure 3.5
Overall
Tabloids and Blogs
Media and Entertainment
E-commerce
Travel
Automotive
Correlation Between
Non-profit 3.5 and 3.6 =-0.81
Cosmetics
Retailers
Restaurant
Consumer Packaged Goods
Misc.
Local Services
Financial Services
Telecommunications
Conference and Events
Internet and Software
Health Care
0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16% 0.18%
Source: BlitzLocal
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40. I practice, I learn, I teach
– B2B, B2C, & C2B Sundeep Kapur
Sundeep.Kapur@ncr.com
www.ncr.com
Twitter: @emailyogi
LinkedIN: Sundeep Kapur
Join the Learning Network @
www.emailyogi.com
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