Advanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media

Transcription

1 Advanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media Sundeep Kapur #DigitalStrategies

2 Lessons from Birds

3 Fundamentals of Social Media 1. Get more 2. Know more 3. Spread the word 4. ROI 5. Train employees

4 I have three questions 1. What works better to get members: Intrigue or Incentive? 2. What gift should you give your members: - Small (Pens, Cups, Calendars) - Medium (Gift Cards $10 - $50, Meals) - Large (Vacation, Cars)? 3. Who should you incent: Employees or Members?

5 What I am going to cover 1. Preferences 2. Trust 3. Technology

6 Impact of Social Media Facebook: over 1.35 billion active users Twitter: over 284 million active users (80% on Mobile) YouTube: reaches more US adults ages than any cable network LinkedIn: 332 million active users Pinterest: 70 million users (80% Women) Instagram: more than 70 million users daily Snapchat: 100 million monthly active users (Millennial?) & then there is Google

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8 Discover Card (Bank)

9 A banking tale: ICICI Bank India s largest private sector bank serving over 40 million customers. Over 15 million online.

10 Driving Extreme Innovation Contactless Payments NFC & Wave SMS Money Twitter Money Transfer Payment Pilots Biometric Security

11 Delivering Extreme Engagement

12 Facebook: Front Facing Engagement Announcements & Updates Products & Services Testimonials Business Development Games & Contests Questions & Answers Branding & Engagement

13 Facebook: Back End Research

14 Google Plus Places Reviews Hangouts Stuff

15 A few good tweets

16 Twitter Crisp, clean, concise Grabbing attention Indexing content & keywords A/B Testing Long tail marketing Leveraging events Follow strategically

17 Twitter Top 10 financial tips for new grads Trick yourself into serving Avoid these five tax mistakes Banking in your pocket Our annual meeting #ImportantStuff

18 Telling a story, again & again

19 YouTube Five Ways to Use YouTube Advertising, Messaging, Explanation, Branding, Content Library Five Steps to a Winning Video Headline, Feature, Function, Benefit, CTA Be Verbose in Tagging Immense SEM benefits Drive Members to Landing Pages via YouTube Tell the rest of the story, Easy clicks Leverage Content across Channels If a picture is worth a 1000 words, a good video is

20 Keep them engaged

21 Blog Contextualized repository Offer good search functionality Leverage all multi-media content Back link effectively Connect to primary site for enhanced traffic Keep updating, it is easy & helps Encourage comments & interaction

22 1000 words

23 Pinterest/Pictures Research Pictures Calendar Pinning Advertising Caption Contests

24 Are you connected?

25 LinkedIn Brand page Representative pages Discussion groups Research Search

26 (Should you be on) Yelp?

27 Connecting Social Media Channels

28 Making a Difference A good standard of living. Because they need to get around. Lifestyle Auto Helping them grow. Business Home A roof over their head. Life A way to care for the family.

29 Creating Consumer Journeys

30 How a Consumer Buys a Car Value of existing vehicle? How much car can they afford? Insurance needs? Should I get pre-approved? Now I can focus on the car!

31 1. Kelley Blue Book: NADA Black Book: 2. CU look up calculators: 3. Insurance Options Basic Insurance GAP Mechanical Breakdown Debt Cancelation AD&D 4. Pre-approval auto form: 5. It s just about the price of the car and not the price of the loan

32 Search and Social Media Minimize your spend via social Keep a tab on your competition Choose & leverage your key words effectively

33 Connecting Social Media to Other Digital Channels Online Mobile Social How much does a family of four The rest of the story is on social How we get in touch with you How can you contact us It is part of our brand

34 Connecting Social Media to Traditional Channels Branch ATM Call Center Direct Mail Mobile Online Easy access to information Advertising & testimonials Discussion groups, CEO chat, user generated content Authentication & login (Pockets*) Thank you & follow up Webinars: upcoming & existing library Big data journeys

35 Lessons from Champions Self Service 3 Minute Transactions Reading Minds Mobile Rules CRM & Big Data Payments Service Excellence From Self Service to Service Excellence

36 Three Tips on Measuring ROI Engagement Followers, connections, likes shares, tags, comments Reduced Cost Webinar vs In House FAQ s Direct Mail Increased Revenue From to Interest to Conversion Social Media Smarts

37 Practical Steps on Building Engagement 1. Your message 2. The value of your message 3. What do you want them to do? Evoking a Response: From Click to Conversion

38 Key Components of a Message Text Image Video

39 Creating Powerful Messaging Create a value table Categories: Urgent, important, informational, useful, branding, marketing, sales Two Perspectives: CU & Member Choose the tone based on value table Choose the right channel to deliver message

40 What next? What do you want them to do? define a clear objective measurable Does the landing area look okay? How are you going to fulfill? How will you measure success? What about retargeting?

41 Five Types of Media Owned Everything your business owns: your website, blog, and social media pages Earned Any references by the media: press releases, articles and social commentary Paid Media earned by your business through paid advertising Shared Member interaction and shares (likes, tweets, forwards) on other media Integrated Print, TV, or other forms of traditional media with references to the digital media

42 Why do Cardinals Kiss? How much does a family of four spend on drinks How much home can you afford How long before you become a millionaire.. Intrigue Works!

43 Three Key Considerations Segmentation: Does age really matter? Personalization: How do you carry it across channels? Branch Transformation: Focus on people, not esthetics

44 Key Takeaways Where are your consumers? How do you get your people to connect digitally? Do you know what they want? Can you build a consumer journey? How do you staff for success? user generated content organizational structure The Yogi Knows

45 Sundeep Kapur