Managing Social MediaPublish, Engage, Monitor, Report and Comply

LKCS

Agenda

Today’s presentation will focus on:

– An Overview of Social Media Marketing

– Effective Social Media Content

– Managing Social Media and Its Challenges

– Q&A

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 relationships and expand account 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

– Account acquisition and sales opportunities

74% of today’s attendees have Facebook pages.48% of you have Twitter profiles.

Time for a Quick Poll...

Why Facebook?

– 1.32 BILLION MONTHLY active users

• 14% increase year over year

– 829 MILLION DAILY active users on average (June 2014)

• 19% increase year over year

• 654 million mobile daily active users (39% increase)

– 30% of Americans get their NEWS on Facebook

– Average of 20 minutes spent per visit; Average of 8.3 hours per month

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

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

– 47% of Americans say Facebook has the greatest impact on their purchasing behavior

Why Twitter?

– 255 million monthly active users (over 58 million in the U.S.)

– 500 million Tweets are sent per day; over 5,700 per second

– 44% growth from 2012-2013

– 73% of people follow businesses on Twitter to get news and updates (especially new products and promotions)

– 61% of people share ideas and get feedback through interactions (member service)

– 72% of people are more likely to make a future purchase after they follow or interact with a business on Twitter

– 85% of people feel more connected to a business after they follow them on Twitter

Why Google Plus?

– If you are not using Google+, you should be. Claim your pages!– Over 1 billion accounts; 359 million active monthly users– Growing at a rate of 33% per year– +1 buttons are used over 5 BILLION times per day– It’s easy – start by posting your Facebook content to Google+– The #1 reason to use Google+: SEO

• Every post to Google+ get its own unique URL. Your posts will be indexed and listed in search results.

• The number of +1s on your Google+ Business Page(s) are influential in determining search ranking order.

• Google also owns YouTube. YouTube videos are predominantly featured on Google+.

Why a Blog?

• Search Engine Optimization– Improves search rankings, drives traffic to the web site– Continuous, new web site content on latest trends, products,

services, ideas, etc.– Content is easily be shared on other social media platforms

• Establish Your Expertise– Answer common questions that your members and prospects

have

• Generate Leads– Including calls to action in posts– Ongoing exposure with search engine prominence

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• You can Tweet multiple times per day

– 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– Don’t ignore or delete negative comments

TIP: Develop a Post Strategy

– Create your content in advance– “Schedule” when it goes live – 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 #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 (only 140 on Twitter).

– Celebrate milestones. People like numbers and celebrations.

– Recipes: I know it seems silly. 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.

Easy Ways to Increase Engagement

– 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.

– Ask a question about an image. For example “Where do you think this photo was taken?”

– Photo/caption contests: Ask fans to post or title interesting photos and announce a winner.

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

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 / Trivia / Seasonal

Social Media Challenges

1. Brand Reputation

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

– Some of it is truthful, but…

– You need to:

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

• Answer questions and solve issues you uncover

Social Media Challenges (Continued)

2. Demands on Your Time

– Social media is probably not your only job responsibility

– Signing in to multiple sites is time consuming and makes it easy to miss a comment, post, or review

– And what about sites you don’t even use?

– You need to:

• Approve and Publish Social Media Content

• Review and Respond to Posts and Comments

• Report on Social Media Activity and Results

Social Media Challenges (Continued)

3. Constant Growth and Change

– Social media is more than Facebook and Twitter

– You can’t possibly establish a presence of every social media, microblog, and review site

– Where will people talk about your institution?

– You need to:

• Monitor and Consolidate all social media sites for mentions and reviews

• Continue to build your online communities of loyal followers

Compliance

• Social media keeps compliance people up at night

• Same rules and regulations apply as all other advertising

• Risk management and reputational risk

• Keep management and board informed of your use of social media

• Employees’ use of social media

• FFIEC Social Media Guidance – released December 2013

– No new requirements

– Meant to explain potential risks, expectations to manage risk, and suggestions regarding social media policies and procedures

Social Media Can Be Managed Efficiently and Affordably!

Our Favorite Tools

• HootSuite –– Good reporting and monitoring, so-so publishing, gets very expensive

• TweetDeck –– Great for monitoring Twitter feeds, but nothing else

• Buffer –– Great publishing, but no monitoring

• SproutSocial –– A great tool, limited number profiles, costly to add users

• AND, of course, LKCS’ Social Media Management platform….

Publish

• Publish content to multiple social media sites from one location

– Facebook, Google+, Twitter, LinkedIn, Pinterest, etc.

– Links, photos, videos, blog posts

– Unlimited profiles

• Schedule content in advance

– Set the time and date for each post or let the system optimize for you

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Advanced Publishing Extras

• Control link preview images

– Links automatically shortened (your choice of service)

• Schedule and publish Facebook photos

– Cover photos!

– New or existing photo albums

• Bulk Schedule

– Import content from an Excel spreadsheet to schedule content for a week, month, or longer

Content Management

• Review, modify, and delete scheduled posts

• Review sent posts

• Save posts as drafts to complete or schedule later

• Establish content approval workflow

– User permissions enable you to determine who can create content that must be approved before being published

Engage

• E-mail alerts available on social media profile activity

• Posts and comments published by others to any of your social media sites presented in a single Priority Inbox– Automatically scored for positive or negative sentiment– View social media profiles, Klout score (influence), and more for

each person

• Reply, Retweet, or Direct Message as you review each post and comment!

– Leverage social media to provide customer/member service

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Advanced Engagement Extras

• Mark inbox posts as reads or remove them once addressed

• Assign responses/contacts to other users

• Modify sort order and filter posts and comments by social media channel and/or feed type

• Special Twitter capabilities– Send automatic welcome messages to new followers– Set up auto replies or auto retweets for posts with specific terms

or hashtags– Auto follow or unfollow people based on your rules

Monitor

• Monitor dozens of social media, blog, and news sites for any mention of brand terms and keywords you specify

– Tweak rules to filter out unwanted content not relevant to your company

– Include Google Alert results to expand monitoring reach

– Even monitor competitors, executives, board members, etc.

– Unlimited brand and keyword monitors

• Stay aware of feedback from review sites

• Monitor LinkedIn Group discussions

Monitor

• All mentions displayed in monitoring dashboard

• Receive daily or weekly e-mail summaries of activity including sentiment indication

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Report

• Analyze your social media activity and reach

• Keeps a record of each of your social media posts

• Measure each post’s effectiveness through shares, clicks, comments, likes, etc.

• Use built-in reports or create custom reports as needed

• Have reports delivered by e-mail on weekly or monthly schedule

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#LKCSFreeTrial

• Get a free 30-day trial of LKCS’ Social Media Management Platform

– Tweet or message us with the hashtag #LKCSFreeTrial

– Call us at 866-552-7866

– Email social@lk-cs.com

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

– Social Media Monitoring

– Community Building Strategies

– Social Media Advertising

Thank You

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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