success with social media - cbai branch managers forum presentation

BUILD LONG-LASTING

ONLINE COMMUNITIES OF LOYAL

CUSTOMERS AND PROSPECTS

LKCS

Agenda

Today’s webinar will include:

– An Overview of Social Media Marketing

– Getting Started with Social Marketing

• Today’s Focus: Facebook

– Effective Social Media Content

– Social Media Challenges

– Q&A

Today’s Challenge:

What is Social Media Marketing?

Social media marketing is the process of using media platforms to engage both new and current account holders.

Key ideas:

– Social media is about engagement and conversation.– Social media communities must be built.– Social media is NOT a set it and forget it marketing strategy.– Social media marketing requires a dedication.

The Social Media Landscape

The social media landscape is HUGE and can be a little overwhelming!

– 100+ channels and growing!

– Specific audiences(general, business, interests, location)

– Specific purposes(news, friends, photos, videos, ratings)

The benefits of Social Marketing

– Increase brand awareness and exposure

– Strengthen customer relationships and expand customer service opportunities

– Build a loyal community of loyal and active followers

– Boost traffic to your web site and improve SEO

– Enhance company trustworthiness

– Cut marketing costs

– Monitor your brand’s online reputation

– Customer acquisition and sales opportunities

Getting StartedDetermine Your Social Media Channels

Jumping into social media and posting everywhere is not a valid approach.

Key Ideas:– Be selective– Don’t overreach or stretch resources

Social Media Keystones:– Facebook, LinkedIn, Twitter,

YouTube, Blog

Get Started with Facebook

Key stats:– 1.26B TOTAL users

– 1.19B MONTHLY active users (94%)

– 728M DAILY active users (58%)

• 128M of these users are in the U.S.

• 25% increase over 2012

– 30% of Americans get their NEWS on Facebook

– 20 minutes spent per visit

– 1 of every 6 minutes spent online is on Facebook!

– 1 of every 5 page views in the U.S. is on Facebook!

– 25 to 34 year olds are the most common age demographic(29.7%)

– 50% of 18-24 year-olds go on Facebook when they wake up

Marketing opportunities:– Facebook Page

– Paid Advertising

Your Social Media Team

To be successful in social media, you’ll need the help of others!

Key roles:

– Branch Representatives– Content Developers– Response Team– Social Media Coordinator– Authority Contact – Manager

This looks overwhelming, but it’s not!Total Time Needed: Maybe 2-3 hours per week

Social Media Profile Design

Social media profiles should take on the look and feel of your website and other marketing campaigns.

Key ideas:

– Integrate branding.(Logos, color schemes, tag-lines, etc.)

– Complete all relevant “About” related information.(ex: mission, hours of operation, products and services, etc.)

– Be flexible and adapt. Design restrictions come & go often.(ex: Facebook cover photos, Google+ cover photo size increase, etc.)

Facebook Profile Design Example

Building Your Community

Your goal is to build a community of people who actually want to receive your updates, and will respond to them

Key ideas:

– It’s not about quantity, but quality– Communities aren’t built overnight– Profiles (Pages) need to be marketed!– Slow and steady growth is good– CONTENT IS THE KEY TO SUCCESS – Likes/Followers will

come with good content

Building Your Community

Community Building Strategies:

– Employee ‘Likes’ and ‘Follows’– Website Icons/Links– In-Bank Materials– Statement / E-Statement Insert– Direct Mail Campaign– E-Mail Marketing Campaign– Social Media Advertising– Contests

Be Social: Post & Respond Often

Your financial institution will need to post quality content often, and continually monitor your page for social interactions.How often should you post?

– Post 3-5 times per week– Post new updates during business hours

• Highest traffic occurs mid-week between 1 to 3 pm

• On Thursdays and Fridays, engagement is 18% higher

Be Social: Post & Respond Often

How should you respond?:– Be active, spur conversations– Thank people for comments, be visible

TIP: Develop a Post Strategy

– Create your content in advance– “Schedule” when it goes live – Tool Tip: HOOTSUITE– Use photos, images, links and videos whenever possible– Keep it SOCIAL – content should be fun and informative; don’t

just push products and services

Getting StartedPost Strategy Example #1

Getting StartedPost Strategy Example #2

What Makes Good Content

– Post photos and videos. High definition photos and videos in graphic detail and vivid color provide engagement levels that far exceed plain and simple text.

– Links: Don’t limit your links to your products. Link to interesting websites, related news articles, and even funny tidbits. Mix it up.

– Use the 80/20 rule: 80% of status updates should give value to the fans first, 20% of status updates can be promotional, or brand first.

– Post like a friend, not a brand. Informal, personal language gets a better response. Stay away from complex terms.

– Reply to fans when they comment on status updates. This encourages fans to interact more.

What Makes Good Content

– Keep status updates short. Use 250 characters or less when possible.

– Celebrate milestones. People like numbers and celebrations. – Ask a question about an image. For example “Where do you

think this photo was taken?”– Best caption contests: Ask fans to title interesting photos and

announce a winner.– Do not post groups of photos all at once. Publish images one

at a time or three at a time (the most that will be previewed on the wall) to create more reactions over multiple days or weeks.

– Use simple fill in the blank prompts: For example “My biggest savings challenge is __________.”

What Makes Good Content

– Ask for likes. Tell users to “click like” if they agree with a statement.

– Trivia isn’t trivial. People love a good factoid. Whether it relates to your product or company, current events, or is just interesting, a cool nugget of information will have people looking for you in their news feed.

– Recipes: I know it seems silly. You’re a bank. But, guess what. People love posting pictures of food on Facebook, Twitter and especially Pinterest.

– MOST IMPORTANTLY – POST REGULARLY. Be a consistent, reliable source of information and financial expertise. You can still take time off. Schedule ahead. Use your team.

Where Can You Find Content

• Human Resources – new hires/promotions/transfers, ask the president

• Employees – FAQs, testimonials, tips & tricks, customer education

• Products & Services – specials, rate changes, new launches, features, comparisons

• Newsletter – if you produce one, it’s chock full of social media posts –probably a few per article

• Community Events – sponsorships, parades, fairs, chambers of commerce, charitable organizations, churches, donations

• Business Customers – grand openings, sales/specials, restaurant menu items, realtor open houses/new listings, auto/service specials

• News / Weather / Stocks / Sports / Legislation

Where Can You Find Content

• Trivia – this day in history, Wacky Word Wednesday, Fun Fact Friday, from the archives

• Seasonal – finances, recipes, decorations, travel

Just About EVERYWHERE!

Social Media Challenges

• Brand Reputation

– People are talking about your bank whether you like it or not

– Some of it is truthful, but…

– Free Tools: Google alerts, Hootsuite, Tweetdeck, Social Mention

– Our Recommendation:

• Control Your Brand – establish your social media sites to own the conversation

• Respond and solve issues you find or take the conversation offline

Dealing with Negative Posts

• Turn negative comments into positive opportunities• Don’t delete all negative comments, keep them visible

– Customers know that not everyone is happy with their bank at all times

– Remove any posts that are inappropriate/offensive, contain vulgar language, violate privacy or other policies, etc.

– People who post negative comments want a reaction – deleting their comment does not diffuse the situation and will encourage them to continue to complain where you can’t do anything about it

– It’s how you respond to these negative comments that makes the difference

• Your quality customer service will be seen by other users and may influence their banking decisions

Negative Post Examples

• How would you respond to customers complaining on Facebook about the following?

– Bounced Check Return Item Fees

• Customer received numerous $25+ fees due to insufficient funds. Felt charges were high. Multiple charges unnecessary.

– Lost Debit Card Replacement

• Taking too long to arrive. Called bank and assured it was sent, but new card hasn’t been received yet.

– Auto Loan Denial

• Customer has existing loans with the bank, but was just denied for another car loan.

Compliance

• Social media keeps compliance people up at night

• Same rules and regulations apply as all other advertising media

• Risk management and reputational risk

• Keep management and board informed of bank’s use of social media

• Employees’ use of social media

• FFIEC Social Media Guidance – released December 2013

– Released December 2013– No new requirements– Meant to explain potential risks, expectations to manage risk, and

suggestions regarding social media policies and procedures

Facebook Specifics

• Recommended Settings:– Set Up Multiple Admin Roles

• Setting: Admin Roles available for Manager, Content Creator, Moderator, Advertiser, Insights Analyst

• Functionality: Limits rights on your page• Limitations: No custom permissions

Facebook Specifics

• Recommended Settings:– Moderate Posts to Your Page with Post Visibility

• Setting: Posts by others are hidden from my page timeline• Functionality: You need to approve posts before they are visible

on your timeline• Limitations:

– Friends of person posting will still see their post– Comments to posts on your page are still visible and not

moderated (you can delete them after they are posted)

Facebook Specifics

• Recommended Settings:– Receive Notifications of New Posts on Facebook, By

Email and Text Message• Setting: On Facebook and Email• Functionality: Notifications provided to each page admin• Limitations:

– Notifications set for each admin independently

Facebook Specifics

• Recommended Settings:– Block Profanity

• Setting: Profanity Filter Set to Strong• Optional Setting: Page Moderation can block specific terms,

phrases, slang, etc. that potentially may not be caught by profanity filter (including intentionally misspelled words)

• Limitations: None

Facebook Specifics

• Recommended Settings:– Include Participation Guidelines in Your Page Info

• Setting: Page Info Long Description• Limitations: None• Short Example:

We want to know what you think. Please make sure that your posts are appropriate and do not contain any vulgar language. Centrue Bank reserves the right to remove any post we feel is offensive or inappropriate.

Facebook is a public forum. Please do not post any personal account information. Centrue Bank will never ask you to disclose account information.

• Long Example: https://www.facebook.com/citizensbank/info

LKCS’ Social Marketing Solutions

Through a combination of design and marketing strategies, LKCS can help you to leverage the potential of social media!

Key Services:

– Account Setup

– Profile Design

– Daily Management

– Social Media Training

– Community Building Strategies

– Social Media Advertising

Q&A

What questions can I answer for you?

Sid HaasVice President of

Business Development(815) 220-3904

sid.haas@lk-cs.com

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