1. Financial Services and
Social Media
Paul Rapino
US Director Financial Services
Microsoft
August 26, 2010

2. POV Overview
The New Social-isms and
Financial Services
• Terminology
• Owned-Paid-Earned
• Best Practices in other
industries
• Compliance
• Recommendations

4. Social Marketing Objectives & Terminology
Earned
Media
Paid
Media
Owned
Media
Top Marketing Tactics for 2010:
1. E-mail marketing
2. Social networks
3. Keyword search
4. Radio
5. Magazines
6. Online display
7. Event sponsorship
8. Rich media display
9. Direct mail
10. Regional TV
“The key take-away is the high and long-lasting impact of
earned media… but advertisers can’t buy earned media; it
has to be earned through user engagement and connections
between users and brands.”
Nielsen, April 2010
Total Digital Ad Spend
2010
Social Networks

5. Social Marketing On Facebook
Owned
Media
Paid
Media
Earned
Media
Advertisers perceive Facebook offering as
a comprehensive social marketing solution

6. Owned
Media
Brands seek to drive engagement with their page, creating a
community of fans who opt in for future communications

7. Self-serve
EngagementAds
Paid
Media
Generate fans
& earned
media
through user
engagement
Broadcast
user
engagement
to friends
Re-engage fan
community
with brand
communication
s

8. Country
State
City
Age
Gender
Relationship
Status
Language
Keywords
Interests &
Likes
Education
Work
Connections
Demographics
Friends of Fans
Women
Age = 24-45
Dallas, TX USA
Paid
Media

9. Facebook ad performance for key brand metrics increases
when social context is included in the ad
Source: Nielsen Brand Lift
+
Paid
Media

10. Are you sure?



Jon Gibs, VP Media
Analytics, Nielsen
“Creative is about 70%
to 80% of the
effectiveness of
advertising.”

11. Are you sure?

12. Are you sure?





13. We Are Two Complementary Publishers
With Different Ad Solutions
 480M Global UUs
 Social Ads
 Rigid, Small Ad Formats
 Peripheral Ad Placements
 Profile, Social, Category
 Drives Engagement w/FB Page
 720M Global UUs
 Brand, Performance, Search, Social
 Large, Rich Creative Formats
 Custom Integration Opportunities
 Profile, Category, Behavioral, Custom, Re-messaging
 Multiple Advertiser Objectives
Global UU
Ad Types
Formats
Placement
Targeting
Benefits
Paid
Media
Global UU Source: MMR

14. Examples of Social Network Usage
Research Advertizing Conversation Communication Feedback Transactions
Blogs Provides
research on
customer issues
and industry
trends
Bankof
America’s Bank
of the Future
Blog
Wells Fargo
product blogs
Wells
Fargo/Wachovia
merger blog
Citi blog on the
Women & Co
website
Tweets Customer
experience
feedback
Sponsored
tweets
JetBluerandom
tweeting
Bank of America
and Wells Fargo
customer service
model
Wells Fargo’s
inactive account
on Twitter
YouTube Umpqua’s Bank
of the Future
Video
CharlieRose
interview with
Citi CEO
Feedbackon
videos
Facebook Where I’ve been
– provides
research for
travelers
Chase
Community
Giving
Customer
dialogues
American
Airlines provides
articles targeted
at women
travelers
Customer
dialogues
MySpace Citi Low Rate
Credit Card
advert
Travelers– Get
an Insurance
Quote
foursquare Customer GPS
data

15. Metric Details
Conversation Buzz Number of responses to blog postings
Conversation Traffic Numbers of tweets, conversations, blog entries, communities
Competitor Interest Competitor engagement, number of competitor blogs, followers, messages,
conversations
Audience Participation Background of respondents, age levels, location, interests, preferences, opinions and
motivations
Audience Responsiveness The level of responsiveness to company actions, positive or negative
Topic Frequency How many times does the topic come up
Topic Intensity How deeply felt are the issues around the topic. How representative do the opinions
appear to
Brand Sentiment Is the trend positive or negative
Level of Interest How does the topic rank in relation to other issues
Level of Feedback Quality of ideas and suggestions for improvements in products and services
Metrics to measure Social Media

16. “Follow”
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000FollowersonTwitter

17. Innovation with Social Media and Financial Services
•www.Trefis.com
•In the wake of financial turmoil,
MIT engineers and Wall Street
analysts
got together to create Trefis–
Financial Tools built with Experts,
company employees and Investors
•Trefis is a meaningful financial
community structured around
TREnds, Forecasts and Insights
related to some of the most popular
stocks in the US.
•Looks to future not past

18. Go to Finovate Conference in NYC Oct 4-5, 2010
See Financial Services Innovation Demos
•www.bundle.com
•Database of how consumers spend
money
•Compare real data from your profile
•Journalists, Economists, Financial
Advisors and consumers interact around
real data
http://www.finovate.com/fall2010/
Innovation with Social Media and Financial Services

19. MSA assets complement and extend social
media campaigns on Facebook, driving more
earned media than FB alone
Microsoft Complements Social

20. Compliance

21. •Tools that scale
− Cloud, Security, API, Adaptive Web tools
− http://www.microsoft.com/industry/financialservices/solutions/default.mspx
− “Save, Supervise, Scale”
•Monitor
− http://www.visibletechnologies.com/
− http://viralheat.com/api
•Be Transparent
•Communicate
Footnote

22. Recommendations

23. •Comply
•Monitor
•Embrace
•Adapt to the target audience not your products
•Train
•Read
Financial Industry Regulatory Authority Notice
“Even though social media tools provide limited space for communicating with consumers, financial marketers are responsible for
making sure all necessary disclosures are properly integrated into their social media marketing initiatives.
http://thefinancialbrand.com/13164/compliance-crack-down-on-social-media-coming/
Jeffry Pilcher, FinancialBrand Presentation
http://www.socialturns.com/
Request Free Microsoft Whitepaper
“Tweets, Blogs and Instant Relationships
Social networking and the bank of the future
Banking and Capital Markets”
prapino@micorsoft.com
Footnote

24. Thank you!
Twitter.com/PaulRapino