How can banks/CUs merge traditional and social media in 2013
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Transcript of How can banks/CUs merge traditional and social media in 2013
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Social Assurance
Traditional Marketingwith
Social Media for 2013
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Presenters
Ben Pankonin Founder, Social
Assurance Social Media
Software for Finance
Represents over 1,000 social finance accounts
Dodgeball Champ 2
Mark Zmarzly SVP at ACTON
Marketing Specializes in
Customer Acquisition Strategies
@BankMarketing A Gemini
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What our clients are telling us
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2013 Priorities Loan Growth Customer (but maybe not
deposit) Growth Small Business segment
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Today’s Agenda
Social Media Best Practices Facebook’s EdgeRank
How DM and SM can coexist Sample integrated campaigns
A look at some pilot campaigns
Time for Q & A
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Today’s Attendees
AVERAGES
1,132 Likes on Facebook
$632M + in Assets
Average of all banks = 800+ Likes
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3 Segments Had FB profile for over 12
months and few followers No Page Over 3,000 Likes and
committed.
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Starting Up Your Social Presence
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Employees Customers Campaigns Events
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Finding Your Social Voice
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Must be personal Include varied marketing Rules for Negative Posts:
Not include financial data Must relate to the topic Not addressing individuals
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Edge Rank
WHAT IS FACEBOOK DOING WITH MY POST?
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1. Frequency
2. Types of Posts
3. Engagement
4. Variety
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Edge Rank
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BEST Types of Posts
1. Photo with complementary text
2. Link with a description to introduce it
3. Status with a long (280+) character body
4. Video with a long (280+) character introduction
WORST Types of Posts
1. Photo with an excessively lengthy description
2. Link with a short description (not enough context)
3. “Click on This” or “Share This”
4. Video with a very short description or introduction
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Working Together
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Path to Purchase
How do we move them down this path?
Awareness (to be found) Advertising, Branches, Recos
Consideration (to be 1 of 3) Convenience, Products, Recos
Selection (to be chosen) Image, Conv, Prod, Low Fees
J.D. Power & Associates 2011 US Retail Bank New Account Study
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Calendar Integration
Integration only happens with planning.
Traditional Mailing Calendar for 2013
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Content Categories
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Personal
Small Business
Customer Service
Events Banking
Relate to the brand
53% of small businesses are home-businesses
Promoting customer service allows promotion through association
Drive in-branch and local events and news.
Connecting to products, services and offerings.
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Community Event
PET PHOTO CONTEST
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Promoted in mailers to prospects
Promoted in-branch to customers
Enter through a Facebook app
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Mailer
In-branch table tents, window clings
PET PHOTO CONTEST
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Calendar
Your posts should reflect your mailing
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Auto Loan promotion
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A postcard with a rate offer
Facebook Ad Facebook App
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Facebook Advertising
Like-based Ads Post-based Ads Targeted by demographics
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Facebook demographics
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Small Business
Reach them through mail LinkedIn
Promote events Host seminars
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Takeaways
1. Create a long-term vision
2. Implement in weekly and monthly goals
3. Partner for success
4. Remember that Social Media should complement existing marketing
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Social Assurance22
Thank You + Let’s Connect!
@benpankonin
socialassurance.com
Mark [email protected]
@BankMarketing
actonfs.com