Harnessing Social Media for Communication in the Credit Industry
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This document outlines a presentation on harnessing social media for communication in the credit industry. The presentation covers why social media matters for businesses in this context, providing statistics on social media usage. It also discusses how to properly engage with social media by first getting reading, listening, analyzing to understand audiences and objectives, and gaining support within the organization. The presentation aims to provide compelling reasons for credit industry professionals to incorporate social media into their communications strategies.
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Harnessing Social Media for Communication in the Credit Industry
- 1. “ Harnessing social media for communication in the credit industry. ” AICM (WA) breakfast 16.09.11 Nick Leigh Associate Director, Digital Media Unit CurAn University of Technology
- 3. “The intro bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 4. Reveal 0me <a bit about me> ★ Background in visual comms and digital stuff ★ Survived Web 1.0, surviving higher ed (so far..) ★ Stop me for a chat at any point! Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 5. Ques0on 0me <a bit about you> ★ So who’s social? ★ What about professionally? ★ What do you hope to get out of today? Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 6. Agenda 0me <give or take> ★ Why social maSers (like it or not) ★ GeUng some context – war stories, do’s, don’ts ★ The how to’s – rules of engagement, strategies ★ Bonus! Tasty take‐aways Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 7. Outcomes 0me <to tell the boss> ★ Compelling reasons to get with the picture ★ Tools to get you thinking, listening, doing ★ Ideas to implement, spread and get results Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 8. Caveats 0me <just in case> ★ 88.2% of stats are made up on the spot (Vic Reeves) ★ The only constant is change ★ All for one not one for all ★ The teacher becomes the pupil Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 9. “The why bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 10. “The why bit. ”wtf) (omg Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 11. stock.xchng
- 12. Past Source: PHD Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 13. Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 14. Today Source: PHD Harnessing social media for communicaAon in the credit industry (thanks Peter Harris) AICM (WA) 16 September 2011
- 15. Context 0me <teh interwebz> ★ Whachoo talkin’ bout Willis? ★ The web has changed many things, specifically the behaviour, expectaAons and power of our customers ★ All our stakeholder groups have become informed, impaAent, mobile, social and criAcal ★ We’re selling to them on digital channels but haven’t all updated our businesses accordingly Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 16. Context 0me <teh interwebz> ★ Whachoo talkin’ bout Willis? ★ The web has changed many things, specifically the behaviour, expectaAons and power of our customers ★ All our stakeholder groups have become informed, impaAent, mobile, social and criAcal ★ We’re selling to them on digital channels but haven’t all updated our businesses accordingly Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 17. “ More than 25% of search results on Google for the world’s 20 largest brands are links to user‐generated content. (SES Magazine, from Social Media Today, 09.04.10) ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 18. “ More than 25% of search results on Google for the world’s 20 largest brands are links to user‐generated content. (SES Magazine, from Social Media Today, 09.04.10) ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 19. Stats 0me <caveat no.1!> ★ 3.5 billion pieces of content shared Facebook / week ★ Youtube: 2 billion views per day ★ 700 million on Facebook, 200 million on TwiSer ★ 96% of 18‐35 year olds are on a social network ★ 30 million tweets per day ★ 78% of consumers trust peer recommendaAons... ★ ...and only 14% trust adverAsing* Harnessing social media for communicaAon in the credit industry (eExpectations 2010) AICM (WA) 16 September 2011
- 24. Reality 0me <keep calm, carry on> ★ The social web is not new...or social. It’s just the web ★ However, it is instant and global...and so is the impact ★ They’re talking about you and to you on these channels ★ It’s happening whether you like it, know it or neither ★ The impact on business is game changing Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 25. Reality 0me <keep calm, carry on> ★ The social web is not new...or social. It’s just the web ★ However, it is instant and global...and so is the impact ★ They’re talking about you and to you on these channels ★ It’s happening whether you like it, know it or neither ★ The impact on business is game changing Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 26. “The gory bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 27. “The gory bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 35. Using social media at Curtin May 2011 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 36. Using social media at Curtin May 2011 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 37. Using social media at Curtin May 2011 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 38. “You’re doing it wrong. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 39. “You’re doing it wrong. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 40. Outcomes 0me <1.0> ★ This is conversaAon and content, not just broadcasAng ★ Time to relinquish control (you never had it) ★ Conduct, responsiveness and transparency are criAcal ★ Compelling case to engage customers via social channels. They’re there...why wouldn’t you be? ★ The opportunity cost of not adding social to your communicaAons is the potenAal to lose business. Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 41. “The how bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 42. “The how bit. ”w) (ft Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 43. 1. Get reading ★ Find your change agents, case studies. Subscribe ★ Understand your (new?) operaAng environment ★ Get to know your stakeholders and markets...again Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 44. 2. Get listening ★ Find your channels ★ Seek out your influencers and champions ★ Set up a monitoring service Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 45. 3. Get analysing ★ Get your facts straight ‐ data not opinions ★ Trend monitoring, industry insights ★ Do your business analysis and set objecAves Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 46. 4. Get buy in ★ Get strategising, prepare your company. Teach/learn ★ Train every touch point in transparency and empathy ★ Allocate resources ‐ not token, not try hard Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 47. 5. Get going! ★ Start small! Controllable project or issue ★ Stay focused on clearly defined goals and objecAves ★ Communicate, collaborate, network, parAcipate, build, listen, respond, add value...engage Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 48. 6. Get measuring ★ SubjecAve, qualitaAve and quanAtaAve measures ★ Report ‐ review, discuss, learn, develop ★ Establish a cycle and build into your operaAons ★ Rinse and repeat... Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 49. 6. Get measuring 1. Get reading 5. Get going 2. Get listening 4. Get buy in 3. Get analysing Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 50. Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 51. Rules of engagement ★ Listen. It’s all about your audience. By opening up a social media channel, you’re inviAng them in. Are you ready? ★ Control. You never had it anyway. Once you set social projects loose, you can only steer. And hang on. ★ Engage. This isn’t a one‐way deal, you’re not preaching, telling or broadcasAng. You’re engaging. Are you? ★ Personality. Have one. Very few will follow a dull, ambiguous or faceless corporaAon. So give it some gusto. Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 52. Rules of engagement ★ Conduct. You’re talking with your audience. Be appropriate, transparent, relaxed, have empathy and be human. ★ Value. Add it. If you can’t, there is no reason for your audience to contribute, respond, engage or share. ★ Success. How will you measure success? Have you found your audience and improved your business? ★ Fun. Make sure you have some. A posiAve approach will be reflected in your interacAons and connecAons. Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 53. Weapons of choice Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 54. Weapons of choice Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 55. Outcomes 0me <2.0> ★ A process framework (game plan) to work to ★ Rules of engagement ★ Now for the details... Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 56. “The clever bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 57. “The clever bit. (#w ”g) innin Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 58. Social project <business case> ★ Purpose: why am I doing this? CriAcal you nail this ★ Objec0ves: what will it deliver? ★ Requirements: what do my audience and business need? ★ Roles and responsibili0es: who will be involved? Approve it? ★ Audience: who are they and what are their characterisAcs? ★ Scope: what will and won’t be done on the channel? ★ Risks, assump0ons: what impact might this channel have? Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 59. Social project <strategies> ★ Content: what value are you going to add? ★ Engagement: how are you going to engage your audience? ★ Resourcing: who’s going to operate/maintain this? ★ Launch: how are you going to announce this channel? ★ Repor0ng, op0mising: how will you measure success? Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 61. Checklist <walk before running> ★ Channels: do I understand the channels, their use, their reach, their purpose, their impact? ★ Business case: what am I doing this for? Is it signed off by management? ★ Training: am I skilled up in social media? Do I know the rules of engagement? ★ Review: is it feasible? Is it already being done by someone out there? Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 62. And there’s more <sAll walking> ★ Audience: are they there? Does this project fulfil an unmet need and are these channels appropriate to them? ★ Resources: do I have everything I need? Can I sustain it once it’s going? ★ Management: do they understand the implicaAons of my social media project and fully support it? Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 63. Don’ts 0me <keeping it real> ★ Don’t spread your net too wide, focus on your channels ★ Don’t obsess over technologies or tools – they change ★ Don’t forget the control thing – let it go and roll with it ★ Don’t get overwhelmed, just focus on your arena ★ Don’t forget mobile – always on ★ Don’t forget to play nice: be a customer (to) yourself Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 64. Don’ts 0me <keeping it real> ★ Don’t spread your net too wide, focus on your channels ★ Don’t obsess over technologies or tools – they change ★ Don’t forget the control thing – let it go and roll with it ★ Don’t get overwhelmed, just focus on your arena ★ Don’t forget mobile – always on ★ Don’t forget to play nice: be a customer (to) yourself Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 65. “The examples bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 66. Case study <community> Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 67. Case study <community> Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 68. Recruitment <business case> ★ Purpose: to help students through high school into uni ★ Objec0ves: 30% market penetraAon, help 2% prefs increase ★ Requirements: safe, engaging, community, Amely, integrated ★ Roles and responsibili0es: agency, markeAng, digital media ★ Audience: Year 11 and 12s (WA only) ★ Scope: hosted, targeted, complementary to website ★ Risks, assump0ons: no interest, cost, hosAng, compeAAon Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 69. Recruitment <strategies> ★ Content: value, Ame, flexibility, tools, topics ★ Engagement: forums, chat, applicaAons ★ Launch: Student Edge, expos, Facebook, schools ★ Repor0ng and op0misa0on: weekly and monthly, qualitaAve and quanAAve Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 70. Results <winning> ★ Members: 13,566 (up from 4,677 in Feb) ★ Time on site: 2mins 55sec ★ Usefulness: 95.9% found it easy to use and content useful ★ Awareness: 91.2% said it raised awareness of CurAn ★ Preference: 48.4% more likely to choose CurAn first (+32.7%) ★ RecommendaAon: 90.3% would recommend to a friend ★ Awards: 10 awards inc. AIM markeAng program of the year Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 71. Case study <event> Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 72. Case study <event> Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 73. Event <business case> ★ Purpose: increase noise, ‘buzz’ and interacAon around event ★ Objec0ves: what will it deliver? ★ Requirements: easy, accessible, useful, manageable ★ Roles and responsibili0es: DMU, PR, FSC & other acronyms ★ Audience: Yr 11 & 12 plus influencers ‐ smartphone users ★ Scope: outbound acAvity program, inbound comments ★ Risks, assump0ons: users are mobile, find the channels Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 74. Event <strategies> ★ Content: tailored core messages, reminders, comment ★ Engagement: TwiSer & Facebook, casual tone ★ Launch: included in all media, website, adverAsing ★ Repor0ng and op0misa0on: pre event, post event Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 75. Results <happy. much> ★ 98 tweets (approx 4/hr): 50 replies ★ Surge in TwiSer followers on the day ‐ 300+ ★ 22 Facebook posts: 10‐40 likes, 3‐10 comments per ★ Surge in Facebook ‘likes’ ‐ 300+ Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 76. DMU team building 2011 12.10.11 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 77. DMU team building 2011 12.10.11 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 78. DMU team building 2011 12.10.11 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 79. DMU team building 2011 12.10.11 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 80. DMU team building 2011 12.10.11 Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
- 81. Outcomes 0me <3.0> ★ Examples of implemented strategies ★ Structure and tools to get you going ★ Some foundaAons for ideas..? Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 82. “The takeaway bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 83. “The takeaway bit. ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 84. Hints and 0ps 0me <101> ★ Facebook/TwiSer yeah yeah. Try blogs, instant messaging, forums, videos, 3rd party websites, communiAes, reviews ★ Take the opportunity to widen your content scope ★ Resist the urge to use corporate speak... Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 85. “Same sh*t, different distribution channel. Laurel Papworth @Silkcharm ” Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 86. Story 0me <on digital> ★ People stories will always be more interesAng than product or service stories. What does your service or business do for your customers? ★ You have factual channels – so substanAate these with dialogue, examples, success stories, news. Be invenAve and creaAve ★ Empathy. It’s all about them. Never forget this. Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 87. Takeaway 0me <we made it!> ★ For credit managers it’s a line of conversaAon credit ★ Surprise yourselves – innovate, dare and differenAate ★ Take the difficult stuff offline and/or garden wall ★ The biggest investment is skill and Ame ★ Customer service. I’ll repeat: customer service. Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
- 88. “ happy bit. The ” stock.xchng
- 89. “Thanks for your time. ” Nick Leigh @nixstuff nickjleigh@gmail.com Harnessing social media for communicaAon in the credit industry AICM (WA) 16 September 2011
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