How can banks/CUs merge traditional and social media in 2013

Social Assurance

Traditional Marketingwith

Social Media for 2013

Presenters

Ben Pankonin Founder, Social

Assurance Social Media

Software for Finance

Represents over 1,000 social finance accounts

Dodgeball Champ 2

Mark Zmarzly SVP at ACTON

Marketing Specializes in

Customer Acquisition Strategies

@BankMarketing A Gemini

What our clients are telling us

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2013 Priorities Loan Growth Customer (but maybe not

deposit) Growth Small Business segment

Today’s Agenda

Social Media Best Practices Facebook’s EdgeRank

How DM and SM can coexist Sample integrated campaigns

A look at some pilot campaigns

Time for Q & A

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Today’s Attendees

AVERAGES

1,132 Likes on Facebook

$632M + in Assets

Average of all banks = 800+ Likes

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3 Segments Had FB profile for over 12

months and few followers No Page Over 3,000 Likes and

committed.

Starting Up Your Social Presence

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Employees Customers Campaigns Events

Finding Your Social Voice

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Must be personal Include varied marketing Rules for Negative Posts:

Not include financial data Must relate to the topic Not addressing individuals

Edge Rank

WHAT IS FACEBOOK DOING WITH MY POST?

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1. Frequency

2. Types of Posts

3. Engagement

4. Variety

Edge Rank

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BEST Types of Posts

1. Photo with complementary text

2. Link with a description to introduce it

3. Status with a long (280+) character body

4. Video with a long (280+) character introduction

WORST Types of Posts

1. Photo with an excessively lengthy description

2. Link with a short description (not enough context)

3. “Click on This” or “Share This”

4. Video with a very short description or introduction

Working Together

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Path to Purchase

How do we move them down this path?

Awareness (to be found) Advertising, Branches, Recos

Consideration (to be 1 of 3) Convenience, Products, Recos

Selection (to be chosen) Image, Conv, Prod, Low Fees

J.D. Power & Associates 2011 US Retail Bank New Account Study

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Calendar Integration

Integration only happens with planning.

Traditional Mailing Calendar for 2013

Content Categories

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Personal

Small Business

Customer Service

Events Banking

Relate to the brand

53% of small businesses are home-businesses

Promoting customer service allows promotion through association

Drive in-branch and local events and news.

Connecting to products, services and offerings.

Community Event

PET PHOTO CONTEST

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Promoted in mailers to prospects

Promoted in-branch to customers

Enter through a Facebook app

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Mailer

In-branch table tents, window clings

PET PHOTO CONTEST

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Calendar

Your posts should reflect your mailing

Auto Loan promotion

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A postcard with a rate offer

Facebook Ad Facebook App

Facebook Advertising

Like-based Ads Post-based Ads Targeted by demographics

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Facebook demographics

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Small Business

Reach them through mail LinkedIn

Promote events Host seminars

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Takeaways

1. Create a long-term vision

2. Implement in weekly and monthly goals

3. Partner for success

4. Remember that Social Media should complement existing marketing

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Social Assurance22

Thank You + Let’s Connect!

Ben Pankoninben@socialassurance.com

@benpankonin

socialassurance.com

Mark Zmarzlymarkz@actonfs.com

@BankMarketing

actonfs.com