SUCCESSFUL SOCIAL MEDIA STRATEGIES FOR TODAY'S COMMUNITY BANKER

Transcription

1 SUCCESSFUL SOCIAL MEDIA STRATEGIES FOR TODAY'S COMMUNITY BANKER Eric Christopher Cook Digital Strategist WSI Digital Marketing Battle Creek, MI August 9 & 10, 2018

2 Successful Social Media Strategies for Today s Community Banker Graduate School of Banking August 9 & 10, 2018 Instructor: Eric Cook

3 @EricCook Recovering Banker of 15 years MBA & 03 Graduate School of Banking (GSB, Madison) GSB and four other banking schools Digital Strategist Since 2007 with WSI Focused on Community Banking and Digital Marketing Two-Time Contributing Author Digital Minds Co-Founder Digital Risk Assessment via DigitalRCP.com Let s Get Social 2

4 2 nd Edition on Amazon (DOWNLOAD on Amazon Kindle for FREE)

5 Developing Your Digital Road Map

6 Have Your Persona Profile Sheet Ready! 5

7 Before We Begin - Key Definitions Organic Visibility Convincing search engines and social platforms to make your information available to your chosen market segment(s) Paid Visibility Leveraging some form of advertising or sponsored budget to get your message in front of your chosen market segment(s) Personal vs. Business (or both) Understand the role of the employee and their brand in the overall marketing effort to support the Credit Union Content Strategy Use of information that is relevant to your market segment(s) focused on education and learning, not just on products and services 6

8 Now, Let s Get Online

9 Look Who s on Social 9

10 Yet, Is This Your Reality?

11 Who Needs to LIKE Social Media? Compliance Employees Your Community Your Institution

12 We Must Become Socail While Mitigating the Risks Security Compliance Reputation RELEVANCE Productivity Privacy Legal Issues

13 FFIEC s Final Guidance on Social Media Risk-based strategy Mandates monitoring Formal policies and procedures Third-party vendor management Staff training & education Compliance and audit Reference to existing regulations Get it Source: FFIEC & The Financial Brand

14 We Manage Risk Every Day Source: The Altimeter Group

15 Readiness Assessment Are You Prepared? Eight Key Areas 1. Leadership Commitment 2. Social Media Knowledge 3. Customer Engagement 4. Competition 5. Staff and Resources 6. Social Media Plan 7. Process Documentation 8. Policy and Measurement

16 Readiness Assessment (cont.)

17 GAP Analysis Conduct planning session based on desired state Identifies areas of focus Group discussion and benchmarks Get Yours!

18 Then, Consider Operationalizing Your Social Efforts

19 There's a Genuine Financial Impact

20 Coming Soon LinkedIn Elevate

21 What Happens In An Internet Minute? A lot! 21

22 Scaled Monthly 42,033,600,000 Facebook logins 159,840,000,000 Google searches 1,641,600,000,000 WhatsApp messages sent 8,078,400,000,000 s 22

23 How do YOU cut through the clutter?

24 The Key Objective: KNOW me. LIKE me. TRUST me. Social allows for this to happen even when you re not part of the process 25

25 Remember the Evolution of ? 26

26 Social Media Explained By Coffee 1. I LIKE Coffee 2. I am drinking #Coffee #Hot #Yum 3. I am good at drinking Coffee 4. Watch some videos of me drinking Coffee 5. Here s a picture of my Coffee (that will selfdestruct in 10 seconds) 7. Here s a collection of pictures and recipes of Coffee drinks 8. Here s where I drink Coffee (and I m the mayor) 9. Here s a vintage picture of me drinking Coffee 10. I work for Google and drink Coffee 11. Let s chat (for free) while we drink Coffee together (and it s encrypted too!) 27

27 2018 Social Media Stats 3.03 billion active social media users 91% of retail brands use 2 or more social media channels 81% of all small and medium businesses are using social media New social media user every 15 seconds People are more than 2x likely to engage with branded content than 28 or younger individuals Visual content is 40x more likely to get shared Source: 29

28 Top 10 Banks on Social Media Source: 30

29 Top-Performer Observations Engaged and respond to comments (some even using their personal names) Leveraging video to tell their stories Proactive Messenger on Facebook inviting conversations Twitter Brand and Twitter Help accounts Increasing use of #hashtags, GIFs, and emojis Multiple platforms (Instagram (stories), LinkedIn, and some even on Snapchat) 31

30 Using Video to Tell Your Story 32

31 YouTube = World s #2 Search Engine Mortgage Loans 53,400 Title Insurance 613,000 Credit Score 390,000 33

32 Source: 34

33 The Facebook Apocalypse Things are going to get even more difficult to get noticed. 35

34 Mark s January 11 th Announcement 36

35 And Now This! #DeleteFacebook Resurgence of Google+? 37

36 New Facebook Features Watch Party for live video Groups tab and Groups button for your website Messenger/website and chatbot options (and AR effects) Filtering messages Facebook live video and Watch channel See first (for profiles and pages) Download ALL your information Video cover photos See First 38

37 Chatbots The Future of Communication? Typical Engagement Rates Open Rate: 88% CTR: 56% Source: MailChimp and Neil Patel 39

38 Source: 40

39 Microsoft and LinkedIn Get Ready! 41

40 New LinkedIn Features Updated profile layout Know your SSI (Social Selling Index) Find Nearby functionality Native photos and video Message system (green dots) Updated mobile app Follow hashtags Posts and articles to share information 42

41 New: Personal Profile Layout

42 Key Changes 1. Photo left aligned 2. Larger photo with green dot 3. Name, headline and location left aligned 4. Experience and education moved up and right aligned 5. Additional room for summary information 6. Rich media now shows up to six (6) items

43 Social Selling Index Know Your Baseline Visit LinkedIn.com/sales/ssi

44 Social Selling Index What It Means

45 This is NOT Relationship Building J L 47

46 But This Is (or, it CAN be)

47 Green Dots, Images, and Video

48 LinkedIn Becoming Cool 50

49 Source: 51

50 New Twitter Features Character expansion now 280 Questions and Answers / Polls GIF integration Bookmarking and share Tweets Lists (public and private) Allow DMs from anyone (support) Working on an EDIT feature??? 52

51 Source: 53

52 New Instagram Features Video chat (individual and group) AR camera effects (like Snapchat) Enhanced search capabilities (Followers and Following) Account switching New business tools/accounts Feed filtering and notifications Live video/stories Follow hashtags 54

53 Information Overload? It s not a case of Information Overload as much as it s a case of Filter Failure. -Author, Clay Shirky 55

54 #Hashtags to the Rescue! 56

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56 Telling Your Story: First, Understand the Buyer s Journey REACH Research Reports ebooks Editorial Content Expert Content Whitepapers Educational Content Awareness Stage ENGAGEMENT CONVERSION Industry Reports Whitepapers ebooks Expert Guides Webinars Testimonials Bank Comparison Rate Comparison Applications Visits Consideration Stage Decision Stage 58

57 How to Become a Resource Share information that is educational and informative to your connections don t just try to sell them something

58 Ninja Tool: AnswerThePublic.com 60

59 Content Curation Ideas and Efficiency Think about your audience and what they want to know Find and share this information to help others My two favorites to get you started Flipboard and Buffer 61

60 How Put Flipboard to Work for YOU Success Entrepreneurship Business LinkedIn Time Management Health Social Media Fitness

61 Now Share on LinkedIn

62 And Know How You re Doing 64

63 The Process of Building a Persona Know what makes your customers tick 65

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71 Here s Something to Help First-Time Homeowner Community 1 st Bank August 3, 2018 Word of mouth Existing deposit customer Search engine/digital Social media REALTOR referral Education seminar Employer program Still paying off student loans Two kids in school, sports, schedules Credit card debt Time management Saving for a down payment Intimidated by the loan process Currently renting for the past 2-5 years Married with two kids (< 10 years) At least one college graduate Age HHI $50k-$75k Dual employed Only one is a college graduate Can they get a loan How does their credit stack up How much for a down payment Online convenience Education and information Personal attention Reputation (WOM) How much will it cost Will they need a cosigner How long will it take Fair interest rate and fees Full financial partner Trusts their lender and the institution To feel dumb Hassle or a lot of manual paperwork To be un-informed Long decision time Hold their hand Educate and prepare Work long-term to repair credit To be told NO (work with them) To have to take time off work Other banking conveniences Financial planning services Make it happen! 73

72 Cool Tools and Apps to Get it ALL Done! Content sourcing and ideas Nuzzel, Fipboard, SmartBrief ( updates too), Zest (Chrome) Don t forget local and national news sites Image/video creation Buffer s Pablo Canva and Adobe Spark Lumen5 (videos from blogs) RelayThat Post scheduling and interaction Buffer Hootsuite Tweetdeck (part of Twitter now)

73 How to Use IFTTT Your Secret Weapon Utilizes applets to connect different systems Build an archive of your social activity Get alerts and notifications to your phone via voice and SMS Post your images from Instagram to Twitter automatically (and here s how) 75

74 How To: Post Instagram Photos to Twitter 76

75 Finally, Lock Down Your Accounts For your protection, you should be using two-step (factor) authentication on ALL of your social media accounts 77

76 Facebook 78

77 LinkedIn 79

78 Twitter 80

79 Tips to Remain Relevant Train and empower your employees to engage Organic reach will continue to be a challenge Your employees are there anyway Consider new channels Use more images to tell your story Leverage video to build familiarity Embrace mobile Website, apps, engagement, location Focus on educating, providing value, and being genuine, not just selling products

80 Don t Forget Your Book! (DOWNLOAD on Amazon Kindle for FREE)

81 Let s Keep in Touch! Eric Cook eric@poweredbywsi.com PoweredByWSI.com/BES FreeWebinarWednesdays.com About.me/ecook