Embed Size (px)
DESCRIPTION
If you wonder how to effectively combine your current marketing with social media — or if that’s even possible — view our "Merging Traditional Marketing with Social Media for 2013" SlideShare. Presented by ACTON Marketing and Social Assurance.
Citation preview
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
3
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
4
Today’s Attendees
AVERAGES
1,132 Likes on Facebook
$632M + in Assets
Average of all banks = 800+ Likes
5
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
6
Employees Customers Campaigns Events
Finding Your Social Voice
7
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?
8
1. Frequency
2. Types of Posts
3. Engagement
4. Variety
Edge Rank
9
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
10
11
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
12
Calendar Integration
Integration only happens with planning.
Traditional Mailing Calendar for 2013
Content Categories
13
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
14
Promoted in mailers to prospects
Promoted in-branch to customers
Enter through a Facebook app
15
Mailer
In-branch table tents, window clings
PET PHOTO CONTEST
16
Calendar
Your posts should reflect your mailing
Auto Loan promotion
17
A postcard with a rate offer
Facebook Ad Facebook App
Facebook Advertising
Like-based Ads Post-based Ads Targeted by demographics
18
Facebook demographics
19
Small Business
Reach them through mail LinkedIn
Promote events Host seminars
20
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
21
Social Assurance22
Thank You + Let’s Connect!
@benpankonin
socialassurance.com
Mark [email protected]
@BankMarketing
actonfs.com
