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Video Case Studies

SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

socialmedia.org/blogwell
This presentation is from

BlogWell
Chicago
June 19, 2013

socialmedia.org/blogwell

Karen Gutierrez
Social Media Strategy:
Many Marketers, One Vision
Many marketers.
One vision.
U.S. Bank case study:
Social media strategy
Karen Gutiérrez
@curiousbankerSocial media director, U.S.
BankJune 19, 2013

*
About
Fifth-largest U.S. commercial bank by assets
Employees: 62,000
Customers: 17.6 million
Bank branches: 3,080 in 25 states

*
The Challenge
Decentralized marketing organization
Uneven expertise in social media
Wide variety of business objectives
Tendency towards SOS (Shiny Object Syndrome)
“Our
competitors
are
”

“We need a
Facebook
page.”
“We want to do
Twitter. How do
we get
approved?”

*
The solution: Agency-led journey to a guiding principle for
social media marketing at U.S. Bank.

1. Review

Digital agency
(VML) interviews
stakeholders

Evaluates current
social media efforts.

Reviews competitors.

At two-day in-person meeting
.

2. Stakeholder
Summit

Hear results of
internal interviews
and evaluation.

3. Execution

*

Stakeholders get
overview of digital
landscape.

Agency & bank
complete 18month plan.

Four internal
subgroups begin
implementation.

Debate & agree
on guiding principle
& strategic pillars.

Complete playbooks
for major social
channels.
The Stakeholders: Social Media Council
Outer circles:
Marketing strategy
teams that meet
independently and send
representatives to twicemonthly council
meetings.

Inner circle: Strategy
team reps + reps from
Legal, Compliance,
Privacy, Info security,
Tech operations,
Employee relations

PR/Media
Relations
Wholesale
Banking

Credit Card

(recruiting)

Social Media
Council-Privacy
-Compliance
-Info security
-Tech operations
-Legal
-Employee relations

Wealth
Management

*

Human
Resources
Online
Channel

Customer
Service

Internal

Consumer
Banking

Communications
VML interviewed 30 stakeholders across enterprise

About 45 minutes per stakeholder
Informal, open-ended questions
Social media team not present (to encourage candor)
Stakeholders also completed anonymous survey

How is the bank doing in
social so far?

What do you see as
key objectives?

What hasn’t worked and
why?

Is our governance effective?
Why or why not?

*

Which companies are doing
things you admire?
Who do you
see as the target audience?
Are policies
well-communicated?
Evaluation included:
Inventory of U.S. Bank managed channels
Comparison to competitors
Metrics
Content evaluation
Recommendations
185 pages total

*
30 stakeholders gathered in Minneapolis for two days

Goal: Consensus on a Guiding Principle

for social media
Agenda:

and Strategic Pillars

‱Day 1: New media overview and results of internal interviews and

evaluations.
‱Day 2: VML presents several options for principle and pillars.
Stakeholders break into small groups to brainstorm additions/deletions.
Final consensus reached through large group discussion.

*
Issues we worked through

Tension between customer care and marketing as primary role of social
Desire for evidence that social drives revenue
Debate over nature of guiding principle – Tactical versus aspirational
Concern that business lines are too different for one strategy

*
Result
GUIDING PRINCIPLE
Be as protective of and committed to our online social communities as we are to
every other person, audience and market we serve.
STRATEGIC PILLARS

*
One we rejected

Connect with customers to help them recognize
and realize their dreams through inspiration,
education and service that matters to them.

*
Subgroups:
‱Channel strategy & execution – Playbooks for Facebook,
LinkedIn, Twitter and YouTube
‱Governance – Council charter, subcommittees, meeting calendar,
postmortem reviews

‱Tools and resourcing – Inventory of social media/digital
resources across bank, gap analysis, selection of SM management
vendor
‱Training – Inventory of existing training, development of video for all
employees, e of intranet resources

*
PLAYBOOK CONTENTS
‱Audience and Objectives - Who are we targeting on the (xx) social network?
What’s the purpose?
‱U.S. Bank Social Voice – Character, tone, language, examples of “okay” and
“better” posts
‱Content Strategy – Sources, process, content themes and series, sample calendar
‱Influencer Strategy – Who, how and why

‱Editorial Strategy – Frequency, days of
week, times of day,
starring/pinning/backdating

‱Community Management – Moderation
practices
‱Measurement - KPIs

*
Embedding principle and pillars
Example: Content in Facebook planning calendar is checked off
against the pillars.

*
Example: Humanizing

*
Thank you!
Karen Gutiérrez
Social Media Director, Corporate Marketing
U.S. Bank
@curiousbanker

*
SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

Learn more about past and
upcoming BlogWells

socialmedia.org/blogwell
This presentation is from

BlogWell
Chicago
June 19, 2013

socialmedia.org/blogwell

socialmedia.org/blogwell

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BlogWell Chicago Social Media Case Study: U.S. Bank, presented by Karen Gutierrez

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell Karen Gutierrez Social Media Strategy: Many Marketers, One Vision
  • 2. Many marketers. One vision. U.S. Bank case study: Social media strategy Karen GutiĂ©rrez @curiousbankerSocial media director, U.S. BankJune 19, 2013 *
  • 3. About Fifth-largest U.S. commercial bank by assets Employees: 62,000 Customers: 17.6 million Bank branches: 3,080 in 25 states *
  • 4. The Challenge Decentralized marketing organization Uneven expertise in social media Wide variety of business objectives Tendency towards SOS (Shiny Object Syndrome) “Our competitors are
” “We need a Facebook page.” “We want to do Twitter. How do we get approved?” *
  • 5. The solution: Agency-led journey to a guiding principle for social media marketing at U.S. Bank. 1. Review Digital agency (VML) interviews stakeholders Evaluates current social media efforts. Reviews competitors. At two-day in-person meeting
. 2. Stakeholder Summit Hear results of internal interviews and evaluation. 3. Execution * Stakeholders get overview of digital landscape. Agency & bank complete 18month plan. Four internal subgroups begin implementation. Debate & agree on guiding principle & strategic pillars. Complete playbooks for major social channels.
  • 6. The Stakeholders: Social Media Council Outer circles: Marketing strategy teams that meet independently and send representatives to twicemonthly council meetings. Inner circle: Strategy team reps + reps from Legal, Compliance, Privacy, Info security, Tech operations, Employee relations PR/Media Relations Wholesale Banking Credit Card (recruiting) Social Media Council-Privacy -Compliance -Info security -Tech operations -Legal -Employee relations Wealth Management * Human Resources Online Channel Customer Service Internal Consumer Banking Communications
  • 7. VML interviewed 30 stakeholders across enterprise About 45 minutes per stakeholder Informal, open-ended questions Social media team not present (to encourage candor) Stakeholders also completed anonymous survey How is the bank doing in social so far? What do you see as key objectives? What hasn’t worked and why? Is our governance effective? Why or why not? * Which companies are doing things you admire? Who do you see as the target audience? Are policies well-communicated?
  • 8. Evaluation included: Inventory of U.S. Bank managed channels Comparison to competitors Metrics Content evaluation Recommendations 185 pages total *
  • 9. 30 stakeholders gathered in Minneapolis for two days Goal: Consensus on a Guiding Principle for social media Agenda: and Strategic Pillars ‱Day 1: New media overview and results of internal interviews and evaluations. ‱Day 2: VML presents several options for principle and pillars. Stakeholders break into small groups to brainstorm additions/deletions. Final consensus reached through large group discussion. *
  • 10. Issues we worked through Tension between customer care and marketing as primary role of social Desire for evidence that social drives revenue Debate over nature of guiding principle – Tactical versus aspirational Concern that business lines are too different for one strategy *
  • 11. Result GUIDING PRINCIPLE Be as protective of and committed to our online social communities as we are to every other person, audience and market we serve. STRATEGIC PILLARS *
  • 12. One we rejected Connect with customers to help them recognize and realize their dreams through inspiration, education and service that matters to them. *
  • 13. Subgroups: ‱Channel strategy & execution – Playbooks for Facebook, LinkedIn, Twitter and YouTube ‱Governance – Council charter, subcommittees, meeting calendar, postmortem reviews ‱Tools and resourcing – Inventory of social media/digital resources across bank, gap analysis, selection of SM management vendor ‱Training – Inventory of existing training, development of video for all employees, e of intranet resources *
  • 14. PLAYBOOK CONTENTS ‱Audience and Objectives - Who are we targeting on the (xx) social network? What’s the purpose? ‱U.S. Bank Social Voice – Character, tone, language, examples of “okay” and “better” posts ‱Content Strategy – Sources, process, content themes and series, sample calendar ‱Influencer Strategy – Who, how and why ‱Editorial Strategy – Frequency, days of week, times of day, starring/pinning/backdating ‱Community Management – Moderation practices ‱Measurement - KPIs *
  • 15. Embedding principle and pillars Example: Content in Facebook planning calendar is checked off against the pillars. *
  • 17. Thank you! Karen GutiĂ©rrez Social Media Director, Corporate Marketing U.S. Bank @curiousbanker *
  • 18. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell socialmedia.org/blogwell