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Case Study: Using Social Media and Mobile to Connect with Clients Presented by: Sheryl Larson, Senior Vice President, Digital Marketing, Northern Trust After hearing this presentation on Northern Trust’s evolution of social and mobile marketing tactics you will come away with practical tips and idea starters to stay connected with clients in meaningful ways. Sheryl will share how the global financial institution engages its target audiences through an array of integrated marketing and communications initiatives including social media and mobile while balancing risk and regulatory considerations. Sheryl will walk attendees through best practices, lessons learned, key performance indicators and a guide on how to develop and execute strategies for digital communications, including Facebook, LinkedIn, Twitter, YouTube, mobile apps and SMS. www.bdionline.com
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northerntrust.com© 2012 Northern Trust Corporation
N O R T H E R N T R U S T
Social Media & Mobile Marketing
Prepared for Chicago Social & Mobile Financial Services Leadership Forum
Oct. 9, 2012
Sheryl Larson, Senior Vice President, Digital Marketing
2 Digital Marketing
Support marketing objectives through digital tactics
to targeted audiences.
Digital Marketing’s Role
Increase Northern Trust
Brand Awareness
Online advertising
Social media
Content publishing
Client communications and
prospect acquisition
Search engine marketing
Showcase
Northern Trust Services
Marketing campaigns
Sales support
Marketing technology
Metrics and audience insight
3 Digital Marketing
Northern Trust employs a targeted, focused approach to social media
Northern Trust’s Social Media Advances To Date
HR Talent Acquisition
http://www.linkedin.com/company/northern-trust
http://twitter.com/#!/NTcareers
https://www.facebook.com/home.php#!/ntcareers
Public Relations
http://twitter.com/#!/NorthernTrust
Asset Management
http://twitter.com/#!/Fixedology
https://twitter.com/#!/FlexSharesETFs
Corporate
www.youtube.com/northerntrustvideos
Northern Trust Open
http://twitter.com/#!/NTrustOpen
https://www.facebook.com/home.php#!/NorthernTr
ustOpen
http://www.youtube.com/user/NorthernTrustOpen
Wealth Management
https://twitter.com/NTWealth
4 Digital Marketing
Twitter offers a unique opportunity to increase brand
awareness and showcase expertise.
What Twitter Helps You Do
Talk to your users by keeping them updated with
quick news blasts.
Animate your users to boost brand awareness and
visibility.
Listen to your users by following them.
Is Twitter Right for You?
Can you condense your messages into small bits?
Do you have staff members who can regularly
devote time to maintaining your Twitter account?
Are you able to use a more casual, conversational
tone?
Do you have a steady cadence of news/insight to
share with your audience?
5 Digital Marketing
Reinforce Northern Trust’s commitment to being a valued financial partner
for a range of professional advisors, broaden perceptions about our
services, and develop and deepen relationships.
LinkedIn Case Study
Pilot Details
Use LinkedIn to explore business development opportunities and implement an innovative and
purposeful alternative communication plan strategically developed for the professional advisor.
Target Audience: Professional Advisors (COIs) – including attorneys, accountants, insurance
agents, investment bankers, investment managers, broker / dealers, medical professionals, and
other professional advisors with whom we can establish a mutually beneficial partnership.
Pilot Participant Expectations
Attend and participate in Pilot Group bi-monthly meetings
Research LinkedIn prospect profiles
Engage in LinkedIn group conversations when appropriate
Share editorial content when asked
Detail all LinkedIn activity and communication on the provided activity log
Provide feedback (negative or positive), best practices, tips, etc. to group
Have fun and learn something new
6 Digital Marketing
LinkedIn Case Study
What We Learned
Capitalize on communication opportunities through direct
messages, groups and event listings.
Must spend time each week to cultivate a virtual network.
Be open to forming new communication habits in an online
format.
Success Metrics
Number of COI contacts established in given period of time.
How many times a profile is viewed.
Traffic tracking of unique URLs (content on NT.com) that
are provided to pilot participants.
Any new business that can be directly tied to LinkedIn
relationship.
7 Digital Marketing
“I’m on LinkedIn, now what?”
LinkedIn Tips
Complete Your Profile
Summary, Specialties, Job History, Education, Interests, and Honors & Awards.
Start Building Your Network
Connect with people you know, perhaps those you have met at events. Have clients asked to connect
with you on LinkedIn?
Do Your Homework!
Going to meet a prospect or going to an event? Research the person on LinkedIn.
Join groups, follow the conversation, and thoughtfully engage
Add relevant website links to your profile
8 Digital Marketing
We collaborate with Business Unit marketing and SMEs, creative
services and technology to launch, measure and refine social media.
The Northern Trust Approach to Social Media
Discovery: Business goals Resource needs
Planning Development
Four-Phased Approach:
Implementation: Support &
Optimization
Define strategies
Address risks
Create content plan
Develop project
management plan
Identify tactics
Develop content
distribution process
Incorporate monitoring
and metrics
Develop code and test
Launch
Measure
Refine
Share findings across
the enterprise
Repurpose
when possible
Align audience &
business objectives
Identify priorities,
opportunities, people
and content assets
Secure funding
and resources
9 Digital Marketing
We are in the ‘Moment of Mobile’
Mobile
People now spend more time in mobile apps than they do online.
There are more than 500 million Android and iOS devices on the market.
Web 2.0 values – characterized by social sharing and collaboration – drove
the design and development of Facebook and LinkedIn.
Less typing.
Fewer buttons.
Simple swipe and pinch actions.
Browsing that seamlessly integrates vertical and horizontal movement,
larger images.
10 Digital Marketing
App development, while expensive, can position valuable content to
your audiences in a different and interesting platform.
Apps
What it Will Help You Do
Create a compact software program that performs specific
tasks for the mobile user.
Extend the reach of your content into new devices and
audiences.
Provide a platform to learn more about your audience.
Is An App the Right Solution?
Does the app provide users convenience or solve a
problem?
Do you have digestible content, tasks and other functions
that can be performed on a mobile device or tablet?
Will you be able to support the app with regular updates,
content and functionality upgrades?
11 Digital Marketing
How Northern Trust Communicates via Mobile
Mobile optimized corporate website
Apps for client portals
QR codes in select marketing and
advertising campaigns
Support the sales process
12 Digital Marketing
How do you get started?
Social Media & App Development
Thought Starters to Help You Evaluate Digital and Social Tactics:
What Marketing Objective will this initiative support?
What audience segment will you target?
Where are they?
What are they using?
What are your marketing and communication objectives specific to this tactic?
Awareness: outreach, general communication
Action: conversion, fulfillment, response
Loyalty: follow-up, appreciation, updates, relationship building
Advocacy: referrals, recommendations
Will this tactic help the business solve a problem?
Sales
Client servicing
Do you have the resources to launch a pilot?
Test, learn, repeat
13 Digital Marketing
Take the mystery out of new tactics.
Tips
Start small
Make friends with someone in Compliance/Legal
Use technology solutions
Campaign internally to promote your cause
Capitalize on what’s unique
Conduct a social media crisis drill
Launch a pilot
Test every possible scenario
Actively manage your channels
Go slow initially
Complete Legal Questions/Answers before launching
Designate internal experts
