How Financial Institutions Are Leveraging Social Media
1. HOW FINANCIAL INSTITUTIONS ARE
LEVERAGING SOCIAL MEDIA
Brian Bierbaum, Vice President of Digital Strategy and Sales
The Webinar Will Be Starting Shortly…
Have a question?
We’ll be checking
the chat window.
3. IS IT JUST YOUTH WHO USE SOCIAL
MEDIA?
Actual Facebook
page demographics
of a bank serving a 67% over age 35
rural community 33% over age of 45
4. HOW FINANCIAL INSTITUTIONS ARE USING
FACEBOOK
to promote their culture and brand
to reach new members of their
community
to educate
to promote internal events
to promote community events
to engage in dialogue with customers
to answer questions and concerns
to spread grassroots-level messages
and campaigns
6. CITIZENS & NORTHERN BANK –
PROMOTION
Launch Day 24 Hours Later
July 11, 2011: July 12, 2011:
– 81 Likes – 635 Likes
– Tab Views 1,744 – Tab Views 2,056
– 6 Comments – 8 Comments
– 5 Pages of Data
7. WHERE SHOULD YOU FOCUS YOUR
TRACKING…
On what other channel can you know
that 1,000 members/customers read
every one of your daily messages?
8. HOW FINANCIAL INSTITUTIONS ARE USING
TWITTER
to listen
to serve customers needs
to make announcements
to broadcast new blog posts
to promote their culture and brand
to educate
to gather feedback on services
(product research)
to promote internal events
to promote community events
to engage in dialogue with
customers
to answer questions and concerns
to spread grassroots-level messages Customer Service Focus
and campaigns
9. HOW FINANCIAL INSTITUTIONS ARE USING
TWITTER
A Few Simple Twitter Best Practices
Share.
Listen.
Ask.
Respond.
Reward.
Demonstrate wider leadership and
know-how.
Champion your followers.
Establish the right voice. Remember…
Small and regional financial
institutions have a Twitter
advantage over big national
competitors
10. HOW FINANCIAL INSTITUTIONS ARE
USING LINKEDIN
Financial Services has the second
highest concentration of industry usage
on LinkedIn.
Primary use: Networking
(not a surprise…)
11. HOW FINANCIAL INSTITUTIONS ARE
USING LINKEDIN
Targeting business decision-makers
(B2B focus) using LinkedIn Groups
and Answers.
Positioning their business
development teams as business
solution experts in their markets.
Groups
Success Metrics
Calls/conversations resulting from
online engagements.
Submissions on lead forms.
Number of engagements in
conversations with local
businesspeople on posts.
Common Conversation
12. HOW FINANCIAL INSTITUTIONS ARE USING
BLOGS
to augment their print publications
to promote their culture and brand
to educate
to promote internal events
to empower their business
development teams with content
to promote community events
13. HOW FINANCIAL INSTITUTIONS ARE
USING FOURSQUARE
Works best with other Social Media Platforms
(Content is king; use a blog with share icons)
Simple check in at a branch location = publicity to a
network
Reward Cards, reward users for “shout outs”
(Foursquare, Twitter, Facebook) e.g. when a card is
swiped it will auto-update platforms & earn extra
points
Offer Mayor Incentives
Monitor Check Ins and Gain Feedback
Sponsor a Class or Party
Preventing Fraud (GeoGuard by Misys)
14. HOW FINANCIAL INSTITUTIONS ARE
USING FOURSQUARE
A Few Things to Consider Before Starting
Be careful about doing promotions around
Foursquare “Mayors”
Keep in mind that people are playing a
game
Assess the demographics of your markets
before jumping in.
15. HOW ARE YOU USING THESE SOCIAL
CHANNELS?
Facebook
Twitter
LinkedIn
Have a question?
Foursquare
Call it out or use
Google+ the chat window.
Others?
16. YOUR SOCIAL MEDIA MATURITY LEVEL
Takes planning, creative insight, product management,
internal resources, external resources.
You Today?
17. SOCIAL MEDIA IS NOT FREE
Takes planning, creative insight, product management,
internal resources, external resources.
The average budget for “novice” social
programs is $66,000, and an average
team includes about 3.1 people in a
centralized format.
Where is your budget?
How Corporations Should Prioritize Social Business Budgets
http://www.altimetergroup.com/how-corporations-should-prioritize-social-business-budgets
18. MEASURING ROI: A FACEBOOK
EXAMPLE
Step 1: Pull List of Likers Step 2: Compare Data
Customers
Comparing your KPIs of Facebook Likers to other customers/members is
one method for measuring ROI.
19. ROI FOR SOCIAL MEDIA MADE EASY
Traditional Marketing Channel Social Media Pilot Program
Number of pieces sent: 200 • Carve out 10% of your total budget
Cost for printing and for a social media pilot.
postage: $1.44 VS.
Total cost to send 200 • Ensure each channel in the strategy
pieces: $288 drives to a landing page.
Response rate: 0.5%
Customers acquired: 200 pieces • Compare cost per customer/member
mailed x 0.5% response rate = 1 acquired
new customer
20. QUESTIONS?
The presentation and highlights of the presentation are available on our blog.
priorityresults.com/blog
Brian Bierbaum
www.linkedin.com/in/brianbierbaum
Twitter: @BrianBierbaum
bbierbaum@priorityresults.com
952.920.9909
Priorityresults.com
Hinweis der Redaktion
Agenda- Look at examples of financial institutions using each channel, talk about best practices, discuss how each of you are using these channels or plan toFacebook (main focus) Twitter LinkedIn Blogs Foursquare Google+? Briefly touch on your organizations social maturity level, budgeting and roi
Remember you don’t have to do all at once!
Uptick with Ads and promotions
Goal community growth
Engagement not just Likes, etc.Questions about FB?
Primarily a public customer service channel for big banks and credit unions.Note: There are tools available for archiving tweets for compliance purposes… Often a big concern with Twitter and financial institutions.
Share. Share photos and behind the scenes info about your financial institution. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!Listen. Regularly monitor the comments about your company, brand, and products.Ask. Ask questions of your followers to glean valuable insights and show that you are listening.Respond. Respond to compliments and feedback in real time.Reward. Tweet updates about special offers, discounts and time-sensitive deals.Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your community.Champion your followers. Retweet and reply publicly to great tweets posted by your followers.Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your financial institution.
Can be done with other channels as well… Twitter, etc.