Social Media & Financial Services
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19-Sep-2014 -
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Transcript of Social Media & Financial Services
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Thinking about
Social Media Strategy
a presentation by Sidneyeve Matrix
and Financial Services
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Part 1: Context Canadians online
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Context Canadians onlineLast year, 8 out of 10 used the web regularly.
Source: The 2009 Canadian Internet Use Survey
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digital divide: household income
Source: The 2009 Canadian Internet Use Survey
$85K+
$30K-94%connected
54%disconnected
Context Canadians online
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online Canadians with a social networking profile 57%
Context Canadians online
Source: Forrester Research 2009 (US/Canada)
image credit: Mehfuz Hossain
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financial e-transactions electronic banking or bill payment
67%Context Canadians online
online Canadians make
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Your clients are looking for you,your products, and services online.
online in-person mail phone
Source: Forrester Research 2009 (US/Canada)
39% 38% 24% 16%
Context Canadians online
percentage of life insurance shoppers who used each channel for research:
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brand affiliates are more likelyto spread word of mouth, refer friends, and make purchases
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go where the people are...
image: child of Atom
successful social media initiatives require that we
Context Canadians online
image credit: Moriza
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so where are your clients?
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34-49
19%
32%
23%
27%
source: comScore 2009
25-34
24 and under
visitors by age
50+
Source: comScore 2009
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50+
visitors by age
18%
25%
42%
15%
source: comScore 2009
17 and under
18-34
34-49
Source: comScore 2009
42%
24%
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Source: YouTube Insights 2010
55-64+
45-54
25-4413-2415%
25%
30%
30%
visitors by age
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visitors by age
Source: LinkedIn.com/directads 2010
26%
51%
16%7% 54+
35-54
25-34
18-24
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Part 2: Objectives Socializing finance
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How are financial services using social media?Best practices from the US and Canada reveal 4 objectives for social media ROI.
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1. Brand elevationThought leadership.
objectives
image credit: Mukumbra
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in 140 characters or less
expert advice
objectives: thought leadership
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news updates
brand elevationobjectives: thought leadership
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corporate social responsibilitysocial media for social good
philanthropy & public service messages
objectives: thought leadership, brand elevation
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causes
70K
motivate people.
objectives:thought leadership
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17.6K
causesmotivate people.
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2. Humanize the brand Increased transparency.Gain credibility.
objectives
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behind the brand
1,801
increased transparency objectives: humanize the brand
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a tool for businesses with multiple employees tweeting:
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comic mascots
170K
objectives: humanize the brand
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523K
comic mascots
objectives: humanize the brand
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comic mascots
73.7K
objectives: humanize the brand
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28.5K
comic mascots
objectives: humanize the brand
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3. Customer service.Raise the satisfaction index through social listening.
objectives
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2,643
timely problem solvingobjectives: customer service
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objectives: customer service via social listening
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objectives: customer service via social listening
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objectives: customer service
communitymicrosite
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closed facebook wall designed to drive traffic & interaction to the community microsite.
But....
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Posting comments on video page instead.
Bottom line? Don't try to control the conversation.
Facebook users having none of that.
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4. Lead generation.Grow networks.
objectives
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objectives: lead generation
cross-promotions
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29K
sponsorshipsobjectives: grow networks
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GenY target
20K
objectives: grow networks
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recruiting
11.5K
objectives: grow networks
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Part 3: Building platforms Social media optimization
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content aggregators design social media sites as
and communities.
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microcontentuse them to publish your
for example...
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http://www.insurancejournal.tv/emm/
think video.according to Microsoft, 75% of online adults watched a web video this month.
Highest demo? 25-34.
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types of videos:
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think slides.
1 week 700+ views
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think images.humanize your brand.
demonstrate corporate citizenship by documenting charity event sponsorship.
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optimizing Facebook pages3 quick tips!
Find some solid business apps.1. Find some solid business apps.
like these
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and check out these apps for business
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optimizing Facebook pages3 quick tips!
2.Vanity URL so long!
much easier to remember!
25 likes required
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optimizing Facebook pages3 quick tips!
3. Custom landing page.
some tools to build it
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optimizing Twitter streams3 quick tips!
1. Custom background.
compare this... ...to this
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optimizing Twitter streams3 quick tips!
2. Build some lists.bring the best people together
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optimizing Twitter streams3 quick tips!
Build some lists.Curious about how effective your branding is? Check out which lists you're on. That's how others see you.
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optimizing Twitter streams3 quick tips!
3. Follow back.
@BlueShieldCAreciprocity.140=140
@libertymutualnot listening.
1,600 followers175 follows.
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Part 4: Analytics Track performance.
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measure everythingtrack your progress toward objectives.
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tools for quantifying impact, reach, influence
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Site trafficClick-thrusNetwork growthP2P conversationMedia mentionsLeads generated from web promo code.
what to count?metrics
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about the author
Sidneyeve Matrix, PhD. Queen's National Scholar, Media. Queen's University Online: MatrixMediaFX.com + SidneyeveMatrix.com
ThankyoutoDr.YolandeChanandtoAlexandraMacgregorforresearchassistance.
ContentsofthispresentationincludingimageshaveCreativeCommonsAttribution‐Noncommercial‐ShareAlike3.0Licenses.
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