ics presentation financial_institutionsandsocialmediamarketing

Financial Institutions and Social MediaNew Initiatives Based on Relationship Marketing

Relationship Marketing is About People, not Technology

“New marketing is about relationships, not about the medium.”Ben Grossman

You Have to Nurture Long-Term Customer Relationships

• Social Media shifted the traditional view of marketing from a sales driven approach to a people driven approach

• Relationship Marketing focuses on customer engagement and community building

• All marketing should support the building of the highest value on social networks: trust

Embrace the New Skills - Empathy and Compassion

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Maya Angelou

People Are the Starting Point in Successful Social Media Marketing

People

Objective

Strategy

Technology

Source: Forrester Research

What Does this New Marketing Perspective mean?

• We see a major shift in today’s marketing world which gives the power back to consumers

• The way we will do business in 2015 is exactly the same way business owners did business in 1930 – personal, authentic and community-based

• Adapting this change and including new platforms and technology to reach your target audience is key to success

Best Practices

Don’t Just Talk About Banking!

Don’t Just Talk About Banking!

Don’t Just Talk About Banking!

Show Your Community Engagement

Show Your Community Engagement

Show Your Community Engagement

Have a Good Content Mix

Source: Citi Bank

Have a Good Content Mix

Use Visual Guidance Elements in Your Content Mix

Make Information More Interesting and Include Strong Calls-To-Action

Source: Bank of America

Host Contests to Build Your Community

Host Contests to Build Your Community

Host Contests to Build Your Community

Source: HSBC Student Facebook Fan Page

Make Your Offers Stand Out in the Daily Content Flood

Post Something Different

Be Playful and Provide Useful Information

Use Social Media for Customer Happiness

Use Social Media for Customer Happiness

Start Your Relationship Marketing Now…

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Miriam Christof

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