How to Plan a Comprehensive Employee Training Program for...

ABA BRIEFING | PARTICIPANT’S GUIDE

How to Plan a Comprehensive Employee Training Program for

Social Media

Thursday, July 28, 2016 Eastern Time

2:00 p.m.–3:30 p.m. Central Time

1:00 p.m.–2:30 p.m. Mountain Time

12:00 p.m.–1:30p.m. Pacific Time

11:00 a.m.–12:30 p.m.

American Bankers Association Briefing How to Plan a Comprehensive Employee Training Program for Social Media Thursday, July 28, 2016 ▪ 2:00 – 3:30 p.m. ET

DISCLAIMER This Briefing will be recorded with permission and is furnished for informational use only. Neither the speakers, contributors nor ABA is engaged in rendering legal nor other expert professional services, for which outside competent professionals should be sought. All statements and opinions contained herein are the sole opinion of the speakers and subject to change without notice. Receipt of this information constitutes your acceptance of these terms and conditions.

COPYRIGHT NOTICE – USE OF ACCESS CREDENTIALS © 2016 by American Bankers Association. All rights reserved. Each registration entitles one registrant a single connection to the Briefing by Internet and/or telephone from one room where an unlimited number of participants can be present. Providing access credentials to another for their use, using access credentials more than once, or any simultaneous or delayed transmission, broadcast, re-transmission or re-broadcast of this event to additional sites/rooms by any means (including but not limited to the use of telephone conference services or a conference bridge, whether external or owned by the registrant) or recording is a violation of U.S. copyright law and is strictly prohibited.

Please call 1-800-BANKERS if you have any questions about this resource or ABA membership.


II

Table of Contents

TABLE OF CONTENTS ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . II

SPEAKER & ABA STAFF LISTING ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . III

SPEAKER BIOGRAPHIES ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IV

PROGRAM OUTLINE ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . V

CONTINUING EDUCATION CREDITS INFORMATION ... . . . . . . . . . . . . . . . . . . . . . . . . VI

CPA SIGN-IN/SIGN-OUT SHEET ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . VII

INSTRUCTIONS FOR RECEIVING CERTIFICATES OF ATTENDANCE .. VIII

PROGRAM INFORMATION ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ENCLOSED

PLEASE READ ALL ENCLOSED MATERIAL PRIOR TO BRIEFING. THANK YOU.

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Speaker and ABA Staff Listing

Moderator DENYETTE DEPIERRO Vice President, Senior Counsel Payments and Cybersecurity Policy American Bankers Association (202) 663-5333 [email protected] Speaker AMBER FARLEY Executive Vice President FMS Social 230 Franklin Rd. Suite 806 Franklin, TN 37064 (615) 591-2073 [email protected] www.fmssocial.com

ABA Briefing Staff CARI HEARN Senior Manager (202) 663-5393 [email protected] LINDA M. SHEPARD Senior Manager (202) 663-5499 [email protected]

American Bankers Association 1120 Connecticut Avenue, NW Washington, DC 20036 www.aba.com

mailto:[email protected]


http://www.fmssocial.com/



http://www.aba.com/


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Speaker Biographies

DENYETTE DEPIERRO (Moderator) Denyette DePierro joined the American Bankers Association’s in March 2008. She is now Vice President and Senior Counsel in ABA’s Office of Payments & Cybersecurity Policy. Prior to joining ABA, Denyette was Legislative Counsel at the Independent Community Bankers of America (ICBA) in Washington, D.C. and the California Independent Bankers in Newport Beach, California. Denyette received her J.D. and M.DR from the Pepperdine School of Law, where she was a fellow at the Straus Institute for Dispute Resolution. She received a B.A. from the University of California, Santa Barbara, and was a European Union Fellow at the University of Padua in Padua, Italy in Developmental Economics. At ABA, Denyette focuses on Dodd-Frank implementation, commercial lending, and issues relating to emerging trends in banking, including technology, virtual currencies, and social media. AMBER FARLEY Amber Farley, Executive Vice President of FMS Social, is a well-known and respected teacher, presenter and thought leader on social media and digital marketing strategies for banks around the country. She teaches at national banking schools like the ABA School of Bank Marketing and Management and other statewide banking institutions and is also a regular speaker for ABA webinars and webcasts on social media best practices. Adding usability, meaning, structure, functionality and even fun to the brand experience, she reaches people the new-fashioned way, right at the moment of relevance. She is adamant about staying on top of interactive and usability trends and applying her knowledge toward new and effective online and social methodologies for your bank.


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PROGRAM OUTLINE TIMES SESSION AND SPEAKERS

1:45 – 2:00 p.m. ET

Pre-Seminar Countdown

2:00 – 2:02 p.m.

Welcome and Introduction Overview of Program Speaker Introductions 1Source International

2:02 – 2:05 p.m.

Overview and Introduction of Speaker Denyette DePierro, American Bankers Association

2:05 – 2:45 p.m.

Why training employees is important

Who needs to be trained

How to develop a training program

How often to conduct training

Amber Farley, FMS Social

2:45 – 2:55 p.m.

Questions & Answers

2:55 – 3:15 p.m.

Who needs to teach the training

What content needs to be included in any robust training program

How to turn employees into brand advocates

3:15 – 3:30 p.m.

Wrap-up and Questions & Answers


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Continuing Education Credits Information

The Institute of Certified Bankers™ (ICB) is dedicated to promoting the highest standards of performance and ethics within the financial services industry.

The ABA Briefing, “How to Plan a Comprehensive Employee Training Program for Social

Media” has been approved for 2.0 continuing education credits towards the CFMP and CRCM designations.

To claim these continuing education credits, ICB members should visit the Member Services page of the ICB

Website at http://www.icbmembers.org/login.aspx. You will need your member ID and password to access your personal information. If you have difficulty accessing the Website and/or do not recall your member ID and

password, please contact ICB at [email protected] or 202-663-5092.

American Bankers Association is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.

1.5 CPE credit hours (Business Management & Organization) will be

awarded for attending this group-live Briefing.

Participants eligible to receive CPE credits must sign in and out of the group-live Briefing on the CPA Required Sign-in/Sign-out Sheet included in these handout materials. A CPA/CPE Certificate of

Completion Request Form also must be completed online. See enclosed instructions.

Continuing Legal Education Credits This ABA Briefing is not pre-approved for continuing legal education (CLE) credits. However, it may be possible to work with your state bar to obtain these credits. Many states will approve telephone/ audio programs for CLE credits; some states require proof of attendance and some require application fees. Please contact your state bar for specific requirements and submission instructions.

http://www.icbmembers.org/login.aspx


http://www.learningmarket.org/


VII

CPA Required Sign-in/Sign-out Sheet

CPAs may receive up to 1.5 hours of Continuing Professional Education (CPE) credit for participating in this group-live Briefing.

INSTRUCTIONS: 1. Each participating CPA must sign-in when he/she enters the room and sign-out when he/she

leaves the room. 2. Name and signature must be legible for validation of attendance purposes as required by NASBA. 3. Unscheduled breaks must be noted in the space provided. 4. Each participating CPA must complete an online CPA/CPE Certificate of Completion Request

Form (instructions found on next page). 5. Individuals who do not complete both forms and submit them to ABA will not receive their

Certificate of Completion.

This CPE Sign In/Out Sheet must be uploaded with the CPE / CPA Request for

Certificate of Completion form in order for the CPA to receive his/her Certificate of Completion.

FULL NAME

(PLEASE PRINT LEGIBLY) SIGNATURE TIME

IN TIME OUT

UNSCHEDULED BREAKS

American Bankers Association is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.

Please note: CPE credits are ONLY awarded to those who have listened to the live broadcast of this Briefing.

http://www.learningmarket.org/


VIII

Instructions for Receiving Certificates of Completion

CPA/CPE Certificate of Completion

Submission of a sign-in/sign-out sheet AND request for a Certificate of Completion are required for the validation process to be completed.

NASBA requires ABA to validate your attendance in order for

you to receive your Certificate of Completion.

1. COMPLETE a CPA / CPE Certificate of Completion Request Form online at: https://aba.desk.com/customer/portal/emails/new?t=546545

2. SCAN AND UPLOAD the completed CPE / CPA Required Sign-in/Sign-out Sheet (enclosed) and attach it to the REQUEST for CPE/CPA Certificate of Completion form found in Step 1.

3. SUBMIT completed Request Form and Sign-in/out Sheet

4. VALIDATION ABA will VALIDATE your attendance within 10 business days from receipt of Request Form and Sign-in/out Sheet

5. A personalized certificate of completion will be emailed to you once your attendance is validated

6. QUESTIONS about your certificate of completion? Contact us at [email protected].

General / Participant’s Certificate of Completion 1. REQUEST a General Certificate of Completion at:

https://aba.desk.com/customer/portal/emails/new?t=546530

2. A personalized certificate of completion will be emailed to you within 10 business days of your request.

3. QUESTIONS about your certificate of completion? Contact us at [email protected].





7/22/2016

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aba.com 1-800-BANKERS

How to Plan a Comprehensive Employee Training Program for Social Media

American Bankers Association Briefing/WebinarThursday, July 28, 20162:00 – 3:30 p.m. ET


DISCLAIMER

1

This Briefing will be recorded with permission and is furnishedfor informational use only. Neither the speakers, contributorsnor ABA is engaged in rendering legal nor other expertprofessional services, for which outside competent professionalsshould be sought.

All statements and opinions contained herein are the soleopinion of the speakers and subject to change without notice.Receipt of this information constitutes your acceptance of theseterms and conditions.

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Presenters

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Amber Farley, Executive Vice President, FMS Social

Denyette DePierro, Vice President & Senior Counsel, Banking Policy, American Bankers Association (moderator)


Agenda

• Why Training Matters

• Employee Rights

• Overview of Social Media & Bank’s Usage

• Employee Usage – Do’s & Don’ts

• How Employees CAN Participate

• Continuing Education

• Next Steps

• Q&A

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Why Training Is Important

FFIEC states: Banks should have an employee training program incorporating the bank’s policies and procedures for official, work related use of social media. It should also address employee participation in a bank’s social media presence.

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Variables: Content, format and frequency.


Who Needs It, Format & How Often?

• Who? All employees

• Why? Provide a clear understanding and protection

• How? Online course, in-person meeting, webex, in-house trainer vs. third party expert

• When? Monthly/quarterly/annually. Before launch in social. During onboarding/orientation. Refresher courses/ongoing education.

• Variables? Specific training material to individuals as needed (i.e. how to use LinkedIn for business development)

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What Rights Do Employees Have?

On March 18, 2015, the General Counsel of the NLRB, Richard Griffin, issued a Report addressing the unlawful nature of certain handbook policies under the NLRA. Summary includes 8 areas of interest:

– Confidentiality policies– Employee conduct toward company and management policies– Employee conduct toward co-workers policies– Employee interactions with third parties– Employee use of company logo, copyrights and trademark policies– Policies restricting photography and recording– Policies restricting employees from leaving work– Conflict of interest policies

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Work closely with HR and legal professionals when developing employee training programs.


Align Training With Employee Policy

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• Date policy was drafted/approved• Purpose of policy• Goals of bank in social media• Define social media• Employee responsibilities and uses of social media• Prohibited activities• Employee training timing• Management & governance structure• Violation of policy• Employee signature

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Define Social Media

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A form of interactive online communication in which users can generate and share content through text, images, audio, and/or video.

It is considered advertising.


State The Bank’s Objectives

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Make our communities

great by giving back

Communicate better with customers

Share community involvement

Promote bank

products

Recognize teammates

Improve brand

awareness Cross-sell e-services

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State The Risks

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1. Compliance & legal risk2. Reputational risk3. Operational risk

• Not being focused in efforts

• Misuse of brand identity

• Reputation management

• Inadequate human resources

• Malware infections

• Data loss

• Breach of information security

• Breach of privacy

• Decreased employee productivity

• Increased legal liability

• Remaining compliant

• Recognizing success


Identify Channels

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Define Social Media Team

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• Social Media Manager• Marketing• Risk Management• Public Relations• Legal• Compliance Officer• IT and Technology• Human Resources • Customer Service• Vendor Management• Senior Management or Member of the Board


Clarify On Responsibilities

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Determine Who Will Participate on Behalf of Bank

• Internally and externally• Who generates content• Who posts• Who responds• Who monitors

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Employee Usage At Work

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• Explain balance between personal vs. professional • Your personal brand reflects our brand• Web/social controls - the bank has the right to monitor

usage• Level of access while at work• Authorized spokespeople• Permissions levels


Help Your Employees Protect Themselves

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• Make sure you have read and understand your bank’s social media policy. If something is unclear – ask! You are responsible for you.

• Use social media responsibly and with good judgment• Be aware of your privacy settings and what remains public• Use common sense (i.e. don’t state when you leave work, don’t mention

customer by name w/out permission, don’t have a bikini profile picture and promote bank products)

• Be ethical in conduct (NLRB doesn’t like broad language. Be specific on what will result in disciplinary action)

• Your verbal and written business communications must comply with the bank’s code of conduct and ethical standards and policies.

• Unless you’re the official spokesperson for the bank, don’t make public statements on behalf of the bank.

• Do not post content about your bank’s products and services, as this may be viewed as advertising.

• Report inappropriate or unethical behavior

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Don’t Be Vague

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• Be Responsible• Be Transparent• Be Punctual• Be Honest• Be Respectful• Add Value


Regarding Conversations About Bank

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• How to handle mentions of the Bank – both positive and negative

• When to disclose you’re an employee• State who is authorized to respond• How to report a negative incident and to whom

– Decide when to delete and when to respond – Determine who the comment needs to be reported to– Assign someone to be in charge of responding– Prepare preapproved responses in case you need them– Make sure it is archived

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Examples of Post & Crisis Management

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• Scenario A: Someone writes this on your own Facebook profile or in response to a photo or status you post - “I can’t believe you still work at Bank X. They have the absolute worst mobile banking app I have ever used! ”

• Scenario B: You see this while scrolling through your friend’s social profile – “Deposited a check this morning at Bank X. Susie in the drive thru lane was a complete b****. Worst experience I have ever experienced. Don’t bank there!

• Scenario C: A friend asks you this question on your Facebook profile – “ I am thinking about opening a checking account at Bank X. Since you work there, what account do you think I should get?”


Listing Where You Work On Personal Profiles

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Data Confidentiality

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• Again, be specific. What falls under proprietary and confidential information?

• Identify exemptions (wages, hours, employment, etc.)• These statements are considered “lawful” under the

NLRA.

“Unauthorized disclosure of business ‘secrets’ or other confidential information”.

Prohibiting “misuse or unauthorized disclosure of confidential information not otherwise available to persons or firms outside

[Employer].”


Proper Use of Photography

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• Locations• Employees• Technology• Customers• Events

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Malware & Crime

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• Use secure passwords• Review you privacy & account settings• Be aware – photos, friend requests, etc.• Don’t click or download software from people you don’t

know• If you are unsure, ask!


Other Training Subject Considerations

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• Tour of the basics• Sales training• Personal

marketing• Business

development• Recruitment

training• Advocate training

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How Employees Can Participate

• Like/follow us• Like our posts• Share posts with your friends and family (if promoting

anything bank related, disclose you’re an employee)• Help protect our brand• Sending marketing ideas• Become an official social media brand advocate

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Employee Advocate Program

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Employee Advocate (n.):A socially engaged employee who creates and shares their employer’s brand content on their social networks.

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Disclosing You’re An Employee

• Federal Trade Commission (FTC) insists on full social media disclosure

• Disclosure on social media works the same way as with traditional advertising

• Must be clear and conspicuous

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Tips When Creating An Advocate Program

• Meet often with your ambassadors to talk about opportunities on social media

• Make sure your employees are signed up for your socials so they can see the ongoing activity. This will provide inspiration for them!

• To encourage engagement, provide sample posts for them to use

• When you develop marketing campaigns, think about social and how you want your employees to engage

• Offer ongoing training and best practices to the team. Your employees want to be engaged and support your brand

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Continuing Education

• Who to contact with questions

• How to access training material

• How to get additional training• Certifications for training

completion• Channel specific resources

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Next Steps

• Have a recently approved social media policy• Assemble a capable training team (using internal and

external resources)• Create your training material• Get it approval by your legal counsel• Provide a few date/time options for employees

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How to Submit Questions

If you are participating on the Web:Enter your Question in the “Questions” Box

and Press ENTER / SUBMIT

If you are participating by Phone:Email your Question to: [email protected]

ORPress *1 on your Telephone Keypad

ABA BRIEFING

Trends in Social Media: Cybersecurity, Fraud and Risk Management Wednesday, November 16, 2016 ∙ 2:00 – 3:30 p.m. ET* The release of the 2013 FFIEC Guidance on Social Media Risk Management clarified two elements for bank social marketing: (1) a broad understanding that social media is advertising, and (2) social media risk must be identified and managed.

As social marketing joins print, TV, and radio as a common advertising channel, reliance on social media for account openings, deposits, and other financial transactions is the soon-to-be norm. The advent of these new possibilities in social marketing also requires the mitigation of the inherent risk of engaging dynamic channels outside the bank’s operational controls. The next leap in bank use of social media is mitigating the ever evolving risks inherent in an increasingly digital and interconnected marketplace.

This Briefing will focus on: Self-Monitoring Why it’s important How to do it What tools are available to banks of all sizes and charter types Reputation Risk • Content Development and Monitoring. Developing content when the line between

casual personal communication and formal business-speak often overlaps. • Third parties. Managing risk and due diligence. • Risk-focused policies, procedures, and training. Employees, Independent

contractors, board members, and bank affiliates and subsidiaries, among others. Cybersecurity & Fraud – Social Media as an emerging bank vulnerability • Cybersecurity. Are social channels the next portal for cyberattacks and malware? • Fraud. Card cracking, phishing scams, and social engineering. • Content management. Do you need a Clean Desk Policy? Restrictions on

photographs, and business matters.

Speakers: Denyette DePierro, Vice

President and Senior Counsel, Payments & Cybersecurity, ABA

Heather Wyson, Vice President, Risk Management Policy, ABA

Who Should Attend? Marketing Managers Marketing Directors Marketing Research Analysts Data Managers Directors of Strategic Planning Compliance Officers Legal Counsel CRCMs and CFMPs

REGISTRATION FEES ABA/ICB/Service Member $235 per registration per briefing Nonmember $365 per registration per briefing

Live registration provides a connection for one room where unlimited listeners can be present, and streaming recording access FREE for 7 days. 2 EASY WAYS TO REGISTER Online: aba.com/briefings

Call: 1-800-BANKERS

GET THE CREDIT YOU DESERVE! This group-live briefing/webinar has been approved for 2.0 CRCM and 2.0 CFMP continuing education credits.

American Bankers Association is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org

*This ABA Briefing/Webcast includes streaming audio over the Internet. Audio over the telephone can be provided as an alternative. Any transmission, retransmission or publishing of the audio portion of this briefing is strictly prohibited.

CFMPCertified Financial Marketing Professional For financial services professionals whose primary function is marketing.

“The CFMP certification is a must for bank marketers looking to gain credibility for themselves and the marketing function within their banks. My CFMP helps define me as a dedicated professional who has the clout and ability to affect and impact my organization.” — Suzanne Sjoselius, CFMP Director of Risk Management and Marketing Northeast Bank

To learn more, call 1-800-BANKERS or visit aba.com/ICB. © American Bankers Association

Eligibility requirements You must meet the following prerequisites to qualify to take the CFMP certification examination:

1. Professional Experience and Education

¡ A minimum of two years of experience in financial services marketing and graduation from one of the following educational programs:

¡ ABA’s School of Bank Marketing and Management, or

¡ AIB Bank Marketing Diploma, or

¡ ICB-approved Graduate School of Banking, (e.g., Stonier), or

¡ MBA or other advanced degree in marketing or

¡ Five years of experience in financial services marketing and a bachelor’s degree.

2. Professional Reference

One letter of recommendation is required from your manager attesting to your qualifications for certification, including your financial services marketing experience.

3. Ethics Statement

Each candidate must sign ICB’s Professional Code of Ethics statement.

4. Application

You must complete and submit the application. You are required to have met the eligibility requirements by the time that you submit your application.

Maintenance requirements To maintain the CFMP designation, you must adhere to ICB’s Professional Code of Ethics, pay an annual fee and complete 35 credits of continuing education every three years.

The CFMP certification is designed to: ¡ establish a recognized standard of knowledge and

competence for marketing professionals working in the financial services industry.

¡ formally recognize those who meet these standards.

¡ provide employers with a tool to identify skilled, knowledgeable professionals.

¡ support the benefits of professional continuing education and development.

Who should pursue CFMP certification ¡ Marketing directors and managers

¡ Managers with any marketing oversight or responsibility

¡ Product managers

¡ Database specialists

Knowledge areas ¡ Financial principles

¡ Laws and regulations

¡ Market research

¡ Characteristics of marketing plans

¡ Marketing components

By earning this designation, you document your knowledge, experience, performance and commitment to professional ethics through a scientifically verifiable process. This documentation becomes the credential that employers and peers can use to measure your value in meeting their needs.

About the

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