Getting Started. Connect with InfoSight x129 Outside of FL x129

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2 1 Getting Started 1. Identify your target audience Get to know your audience. Who are they? Identify your customer base and understand what works for them. Have an understanding of what information is valuable to them; what social media tools they utilize and what kind of content they find interesting. 2. Determine your objectives Invest time creating clear goals and defining objectives. This will help you drive the type of content you will create for your social media. Know how to measure success. 3. Generate content Create content your audience will find valuable. Chances are if one person finds it valuable, others will as well. Do this by developing content that interests or educates your audience. Avoid confusing social media with advertising. 4. Promote your social media accounts Encourage employees to like and share your posts. Add social media icons to your signature and spread the word.

3 2 Social Media Steps 1. Listen Monitor conversations, track your mentions and identify influencers. Create a google alert for your financial institution, this way you will be notified every time your name is mentioned. Search for your company in all social media platforms and follow your competitors. Be sure to follow key blogs and participate. Add value to conversations. 2. Plan Determine what kind of presence you will have. Map out your objectives, goals and strategies, follow a social media plan. Develop a content strategy. Create a Twitter, Facebook and LinkedIn account. 3. Engage Participate in blogs and discussions and add value to conversations. Create interesting posts about your institution, i.e. talk about new products or services. Discuss hot topics on your social media platforms. Stay current and keep your content updated. 4. Measure Track your likes, retweets and new followers. Determine which posts are making the biggest impact. Review your company posts and determine customers opinions about you. Keep an eye open for patterns in conversations around your industry.

4 3 Social Media Dos and Don ts DO Create goals Have specific goals and keep them in mind for every social media initiative you perform. Write about what you know Do not go beyond your knowledge base. Stick to what you know and position yourself as an expert in your field. Know what is popular within your target market Focus your social media efforts where your audience participates. Reach the right people. Be honest Always offer complete and accurate information. Admit mistakes Mistakes happen. Be the first one to admit your wrongs and quickly act to make them right. DON T Be unprepared Have a plan ready. Know how to handle negative comments and spam. Have a clear measure of success. Confuse social media with advertising Avoid becoming salesy. Try to exhibit personality, be friendly, and focus on creating relationships. Ignore negativity Respond quickly and respectfully to negative comments. Do not ignore or delete them, but use them as an opportunity to transforms critics into supporters. Be negative towards competitors Do no criticize your competitors. Focus on the strengths of your brand. Feel like you must have a presence in every social media platform You do not have to use all social media platforms. Focus your efforts on sites where your target market is most active.

5 4 Risk Resolution Example Negative posts Create a guideline to determine what warrants follow up. A proper response will give you an opportunity to take a negative comment and turn it into a neutral or even positive experience. Just had the worst experience at #ABCBank Ask for additional details on the problem and offer your assistance. Listen to the user s concerns. Inappropriate and offensive postings Inaccurate information Create a policy for users to follow. Define what constitutes inappropriate and offensive material. Monitor daily and remove employee posts that do not follow this policy. If a user posts inaccurate information, follow up to correct the error. Monitor your accounts daily. Free merchant Delete spam and offensive posts. ABCBank does not offer ebanking services anymore! React quickly to the post. Respond publicly with the accurate information. Lack of followers Be personable. Users respond better when corresponding with real people. Thanking all our customers for a great year! Let us know how can we make our services better for you. Interact with users and build relationships.

6 5 Social Media Tips for Marketing Managers 1. Provide value Invest time in understanding how you might inspire your audience. How can you help them? What makes them tick? How can you connect with them in a more intimate way? How can you help them meet a business goal, solve a problem, provide better service to them? The more value you provide, the bigger your social media impact will be. 2. Keep the message focused on value Don t just send an to your customers asking them to check out your world class organization. Explain to them what your institution can do for them and their business. Demonstrate to your customers why your products and services are so awesome. Differentiate yourself by providing value. 3. Develop a plan Know your own business. Develop an integrated plan that supports your business goals and objectives. Be consistent. Avoid random acts of marketing at all costs. Focus on an integrated plan of both offline and online marketing that delivers a steady and forward moving message connecting you with your audience. 4. Leave them wanting more If at the end of your message your audience is neither inspired nor wanting more, then you have failed. Seek to instruct, influence, invigorate and motivate your audience by offering nuggets of information that will leave them pondering. Hopefully, they ll feel inspired to share it with friends. 5. Don t repeat the same message over and over Your products or services may be the best out there; however, your competitors believe the same thing about their offerings. Come up with new, creative ways to showcase your products and services. Tell your audience something they have not heard before. 6. Approach your audience online as if you were face to face Social media technology is a conduit for two sided conversation. There s something impersonal about not seeing a face or hearing a voice so be sure to inject your posts with a human touch. Building rapport is crucial. 7. Be real Help your audience get to know you by sharing something about yourself. Your audience is interested in getting to know the human behind the posts, blogs and . Be personable. This will open the doors to building authentic relationships.

7 6 Social Media Safety Tips for Employees Social media platforms like Facebook, Twitter, and LinkedIn are entertaining and rewarding, but don t let your guard down. Remember, cybercriminals visit these sites with ulterior motives. Take a look at these top tips to avoid subjecting yourself or your organization to data loss or malware infection. 1. Know the rules Make sure you know what policies your organization has in place for using social networking sites. If your organization has a list of dos and don ts, be sure to follow it. If you re not sure, ask! 2. Use complex passwords It would be a real embarrassment if your social media account were hijacked. Avoid the stress and create complex passwords by using at least 14 characters and mixing upper and lower case letters with numbers and symbols. If it can be found in a dictionary, it s not a good password. 3. Check default settings Make sure you check each site s default settings so unnecessary personal details are not publicly displayed. Try to minimize the amount of personal information you provide and ensure you take advantage of the site s security settings. 4. Be picture prudent Be careful what pictures you post online. Once they re on the Internet, they re there forever. Avoid posting questionable images that may seem innocent enough, but someone might find offensive. Keep it professional. 5. Beware of the strongman The more details you share about yourself, the easier you make it for hackers to steal your identity. You may think talking about your dog or naming your family members is consequential, but those are the kinds of details cybercriminals collect for their social engineering activities. 6. Secure your computers Don t wait until after your data has been compromised to think about security. An ounce of prevention is worth a pound of cure. Enable firewalls, use antivirus and antimalware tools and make sure your update hardware and software regularly. 7. Think before you click Never click on links just because you know the sender. Some malware takes control of a user s account and then automatically sends infected messages to all the user s contacts in an attempt to infect them. Some examples include posts that read, Claim your complimentary tickets or What are you doing in this video. 8. Beware of the unknown Watch out for unsolicited invitations. They could be spammers trying to get your details. The best thing to do is to ignore friend requests from people you don t know.