Using Content to Build Relationships with Customers

Brett PohlmanRegions Financial Corporation

Birmingham, AL

Twitter: @BrettPohlman

• My Background– 5+ years of agency experience in social media– Joined Regions Bank in 2011. – My role as Social Media Community Manager is to

foster communities, manage content calendars and act as a liaison between business groups and Regions agency of record.

Twitter: @BrettPohlman

• Background on Regions– Launched social media in November 2011 with

Social Care on Twitter @askRegions. – Content and Community building in 2012: Launched

Facebook, YouTube, Foursquare and Google+. – Influence & Engage Communities 2013 and 2014:

LinkedIn, Pinterest, SlideShare.

Twitter: @BrettPohlman

5 Social Media Content Best Practices1. Strong strategy and vision2. Tailored, relevant and scalable content3. Be useful and add value4. Give Back5. Have fun!

Twitter: @BrettPohlman

1. Strong Strategy and vision– Tailor strategy for engagement first, sales later– Benchmark and measure metrics that matter to

you– Align social media objectives with business goals– Research customer behavior and expectations– Embrace data

Twitter: @BrettPohlman

2. Tailored, Personal and Relevant Content– Tailor content by channel– Make changes in content as demographics and

psychographics change– Ask your audience what content they want to see– Excellent customer service

Twitter: @BrettPohlman

3. Be useful and add value– Identifying your customer’s problem is where

adding value starts– Listening when they talk is your opportunity to fill

the value gaps– Be a resource for your customers and potential

customers

Twitter: @BrettPohlman

Twitter: @BrettPohlman

4. Give Back

Twitter: @BrettPohlman

Twitter: @BrettPohlman

5. Have fun!

Twitter: @BrettPohlman

Q&A

Twitter: @BrettPohlman