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SOCIALMEDIA
&MORTGAGEBANKING
THE NO-NONSENSE GUIDE TO BUILDING RELATIONSHIPS &
DRIVING BUSINESS WITH SOCIAL MEDIA MARKETING
AGENDA
Social Media Overview
Building Your Own Social Media Strategy
Tools to Help You Be Efficient
Measuring Your Success...
WHYSOCIALMEDIA?
STATISTICS…
SMALL BUSINESSES
•  66% say finding new customers is
top concern
•  Only 50% of SMBs even have
websites
•  1 i...
CONSUMERSARESOCIAL
67%
34%
30%
29%
23%
22%
13%
8%
3%
Facebook
Instagram
Pinterest
Snapchat
Twitter
LinkedIn
WhatsApp
Tumbl...
CONSUMERSARESOCIAL
62%
9%
9%
5%
4%
3%
8%
Facebook
Instagram
Snapchat
Pinterest
LinkedIn
Twitter
Others
E D I S O N R E S E...
CONSUMERSAREMOBILE
89%95%
C O N S U M E R S A G E S
O W N A S M A R T P H O N E
12-24
C O N S U M E R S A G E S
O W N A S ...
AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY
TRADITIONALJOURNEY
TODAY’SJOURNEY
Elasticity, 2015
THREER-TYPESOFCUSTOMERS
Relationships
Referrals
‘Round here
WHYSOCIALMEDIAISDIFFERENT
THINKOFITLIKENETWORKING
•  Product features
•  How-to instructions
•  Customer questions
•  Customer emails
•  Customer phone
calls
FORBRANDS,IT’S...
BUTLET’SSIMPLIFYTHIS…
YOUWANTTHEMTOFINDYOU!
SOCIALCONTRIBUTESTOSEARCHRANKINGS
GOOGLE ALGORITHM FACTORS
Recentness of Content
Concentration of Keywords
Content Quality...
TORANKWELLINSEARCH…
Website
•  Cheap, Simple
Authoritative Content
•  Requires some investment (time or $)
Paid Search Bud...
TO“RANK”WELLINSOCIAL…
Social Accounts
•  Cheap, Simple
Authoritative & Engaging Content
•  Requires some investment (time ...
BUTWE’RETALKINGJUSTME!!!!
DEFINEYOURSTRATEGY
BRAINSTORM
WHO
WHAT
HOW
WHO are we targeting
WHAT can we give them?
HOW will they know it’s there?
WHATISCONTENT?
Content
Content is anything the customer or
audience can use to be informed,
entertained or to benefit from...
CONTENTTHEYWANT
Information Instruction Entertainment
CONTENTBRAINSTORM
What Do You Know?
What Can You
Teach?
What Can You
Share?
How Can You
Entertain?
How Much Can You
Incent?
LET’SFOCUSONSHARING
HOWDOWEDOTHEHEAVYLIFTING?
Ideation
•  Who?
•  When?
•  How Long?
Creation
•  Who?
•  When?
•  How Long?
Distribution
•  Who?
•  When?
•  How Long?
C...
ALEAD!NOWWHAT?
•  Email List
•  Social Invites
•  Long-Lead List
•  Discover need
•  Answer questions
•  Answer concerns
•  Price/Quote
•...
MEASUREMENT JASONFALLS.COM/SMALLBIZTRACKING
ROI Customer Satisfaction Scores
Higher Search Engine Results New Product Ideas
Lower Cost-Per Lead
Lower Call Center Cost...
YOUR TOOLBOX
MANAGEMENT
Sprout Social
HootSuite
Sendible
TweetDeck
Salesforce Social Studio
MEASUREMENT
Sprout Social
HootSuite
Sendible
TweetDeck
Salesforce Social Studio
CONTENTCREATION
CONTENTCREATION
COMPLIANCE
COMPLIANCE
Sensitive or Confidential Data
Consumer Privacy
Inconsistent Messaging
Interest Rates & Specifics
DOYOUDOTHATHERE?
There are no shortcuts.
There are no easy solutions.
There is no easy button.
In order to be successful
you have to
Do The...
Social Media for Mortgage Bankers
Social Media for Mortgage Bankers
Social Media for Mortgage Bankers
Social Media for Mortgage Bankers
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Social Media for Mortgage Bankers

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Jason Falls's slides from the 2017 Mortgage Bankers Association of Kentucky.

Veröffentlicht in: Business
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Social Media for Mortgage Bankers

  1. 1. SOCIALMEDIA &MORTGAGEBANKING THE NO-NONSENSE GUIDE TO BUILDING RELATIONSHIPS & DRIVING BUSINESS WITH SOCIAL MEDIA MARKETING
  2. 2. AGENDA Social Media Overview Building Your Own Social Media Strategy Tools to Help You Be Efficient Measuring Your Success Compliance and Social Media
  3. 3. WHYSOCIALMEDIA?
  4. 4. STATISTICS… SMALL BUSINESSES •  66% say finding new customers is top concern •  Only 50% of SMBs even have websites •  1 in 5 SMBs don’t use digital at all CONSUMERS •  70-80% research a company online before buying •  Mobile search surpassed desktop search in May of 2015 •  Search engines most trusted source of information •  81% of U.S. people 12+ use social media •  Average adult spends more than 20 hours online per week
  5. 5. CONSUMERSARESOCIAL 67% 34% 30% 29% 23% 22% 13% 8% 3% Facebook Instagram Pinterest Snapchat Twitter LinkedIn WhatsApp Tumblr Music.ly E D I S O N R E S E A R C H / T R I T O N “ T H E I N F I N I T E D I A L ” 2 0 1 7 T O T A L P O P U L A T I O N 1 2 + “ C U R R E N T L Y E V E R U S E ”
  6. 6. CONSUMERSARESOCIAL 62% 9% 9% 5% 4% 3% 8% Facebook Instagram Snapchat Pinterest LinkedIn Twitter Others E D I S O N R E S E A R C H / T R I T O N “ T H E I N F I N I T E D I A L ” 2 0 1 6 T O T A L P O P U L A T I O N 1 2 + “ B R A N D U S E D M O S T O F T E N ”
  7. 7. CONSUMERSAREMOBILE 89%95% C O N S U M E R S A G E S O W N A S M A R T P H O N E 12-24 C O N S U M E R S A G E S O W N A S M A R T P H O N E 25-54 E D I S O N R E S E A R C H / T R I T O N “ T H E I N F I N I T E D I A L ” 2 0 1 7 T O T A L P O P U L A T I O N 1 2 + 60% C O N S U M E R S A G E S O W N A S M A R T P H O N E 55+ W A S 2 5 % J U S T F O U R Y E A R S A G O
  8. 8. AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY TRADITIONALJOURNEY
  9. 9. TODAY’SJOURNEY Elasticity, 2015
  10. 10. THREER-TYPESOFCUSTOMERS Relationships Referrals ‘Round here
  11. 11. WHYSOCIALMEDIAISDIFFERENT
  12. 12. THINKOFITLIKENETWORKING
  13. 13. •  Product features •  How-to instructions •  Customer questions •  Customer emails •  Customer phone calls FORBRANDS,IT’SALLBASEDONCONTENT
  14. 14. BUTLET’SSIMPLIFYTHIS…
  15. 15. YOUWANTTHEMTOFINDYOU!
  16. 16. SOCIALCONTRIBUTESTOSEARCHRANKINGS GOOGLE ALGORITHM FACTORS Recentness of Content Concentration of Keywords Content Quality Inbound Link Quality Multimedia Content YouTube Content Social Shares of Referer Links From UGC Sites Number of Comments Number of Tweets Facebook Likes/Shares Pinterest Pins Social Signal Relevancy Site Has Social Accounts/Followers SOCIAL SOLUTIONS Blogging Blogging Blogging/Social Sharing Blogging/Content Vlogging/Podcasting/Photos Vlogging/Video Social Sharing/Promotion Social Sharing/Promotion Blogging/Social Sharing Content/Social Sharing Content/Social Sharing Content/Social Sharing Content/Social Networking Social Networking Backlinkio – Nov. 2016
  17. 17. TORANKWELLINSEARCH… Website •  Cheap, Simple Authoritative Content •  Requires some investment (time or $) Paid Search Budget •  Requires some investment (time AND $) Inbound Links •  Earned based on content is better Social Audience, Content & Reviews •  Requires some investment (time or $)
  18. 18. TO“RANK”WELLINSOCIAL… Social Accounts •  Cheap, Simple Authoritative & Engaging Content •  Requires some investment (time or $) Calls-to-Action •  Requires some creativity Paid Social Budget •  Requires some investment (time AND $) Positive Reviews •  Simple ask of customers
  19. 19. BUTWE’RETALKINGJUSTME!!!!
  20. 20. DEFINEYOURSTRATEGY
  21. 21. BRAINSTORM WHO WHAT HOW WHO are we targeting WHAT can we give them? HOW will they know it’s there?
  22. 22. WHATISCONTENT? Content Content is anything the customer or audience can use to be informed, entertained or to benefit from your company. Content often takes the form of: •  Blog Posts •  White Papers •  Videos •  Events •  Webinars •  Tools/Resources •  Software/Applications •  Discounts/Coupons
  23. 23. CONTENTTHEYWANT Information Instruction Entertainment
  24. 24. CONTENTBRAINSTORM What Do You Know? What Can You Teach? What Can You Share? How Can You Entertain? How Much Can You Incent?
  25. 25. LET’SFOCUSONSHARING
  26. 26. HOWDOWEDOTHEHEAVYLIFTING?
  27. 27. Ideation •  Who? •  When? •  How Long? Creation •  Who? •  When? •  How Long? Distribution •  Who? •  When? •  How Long? Content Creation Discovery •  Who? •  When? •  How Long? Creation •  Who? •  When? •  How Long? Distribution •  Who? •  When? •  How Long? Content Sharing & Engagement Target Audience Information Instruction EntertainmentFilters Builds Trust & Awareness Drives Leads
  28. 28. ALEAD!NOWWHAT?
  29. 29. •  Email List •  Social Invites •  Long-Lead List •  Discover need •  Answer questions •  Answer concerns •  Price/Quote •  Follow-Up •  Close •  Email •  Call •  Write •  Invite •  Follow Up LEADWORKFLOW Leads Come In Nurture Process Sales Interest? Yes! No Enter Sales Funnel Information Interest? NoYes! Add to Contact Lists •  Long-Lead List Add to Contact Lists Who? Who? Who? Who?
  30. 30. MEASUREMENT JASONFALLS.COM/SMALLBIZTRACKING
  31. 31. ROI Customer Satisfaction Scores Higher Search Engine Results New Product Ideas Lower Cost-Per Lead Lower Call Center Costs More Online Media Coverage More Subscribers Conversions vs. Public Faster Response Times Higher Retention Rate What do I get in return? More calls/foot traffic More leads/traffic
  32. 32. YOUR TOOLBOX
  33. 33. MANAGEMENT Sprout Social HootSuite Sendible TweetDeck Salesforce Social Studio
  34. 34. MEASUREMENT Sprout Social HootSuite Sendible TweetDeck Salesforce Social Studio
  35. 35. CONTENTCREATION
  36. 36. CONTENTCREATION
  37. 37. COMPLIANCE
  38. 38. COMPLIANCE Sensitive or Confidential Data Consumer Privacy Inconsistent Messaging Interest Rates & Specifics
  39. 39. DOYOUDOTHATHERE?
  40. 40. There are no shortcuts. There are no easy solutions. There is no easy button. In order to be successful you have to Do The Work! Questions? Need Help? | www.jasonfalls.com | jason@jasonfalls.com

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