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Copyright © 2016,First United Bank and Trust, All rights reserved. 1

Digital Marketing Dallas MasterclassSeptember 14, 2016


Disclaimer

The views and opinions expressed in this presentation are those of the author and do not necessarily reflect the official policy or position of First United Bank and Trust. Companies referenced for illustration purposes only. The presence of their logo should not be seen as an endorsement or related party to this presentation.


My key objectives at First United

• How do we tell our story in an authentic and accessible way?

• How do we use the mound of information to drive value, for the customer and the company?

• How do we help our customers Spend Life Wisely?


Telling the story in an authentic way -


Using Information To Drive Value

• Use data as foundation for insights• Build processes and programs on top of the data• Business rules based on data


Helping Our Customers Spend Life Wisely

• Bringing together data, analytics, customer channels to support customer inbound and outbound interactions – Enterprise Interaction Management

• Content focuses on things our customers may need, e.g. budgeting

• Regular, monthly engagement through eNewsletter to all previous and current customers. Content is educational, not promotional

Examples of what we are doing are below:


High-level Results

• Net new account growth is 50%+ year over year• Net Promoter Score is 58 to 68 depending on timing and location• Bank has seen excellent growth rate continue• Facebook engagement is 4,100%+ in last 18 months• Conversion rates on other marketing programs are at or above

benchmarks every time

Examples of what we are doing are below:


Key Learning from First United and Accenture Experience

Copyright © 2016,First United Bank and Trust, All rights reserved. 9Copyright © 2016,First United Bank and Trust, All rights reserved. 9

Good digital doesn’t fix bad business

Takeaway #1


How do you make sure you are not “bad business”?

Has your organization answered these 6 key questions?*– Why do we exist?– How do we behave?– What do we do?– How will we succeed?– What is most important--right now?– Who must do what?

The Advantage from Patrick Lencioni & Start with Why from Simon Sinek should be top of your list to help guide you and your team through this process.

*Patrick Lencioni, The Advantage: Why Organizational Health Trumps Everything Else in Business


How do you make sure you are not “bad business”?The Advantage from Patrick Lencioni & Start with Why from Simon Sinek should be top of your list to help guide you and your team through this process.

*Simon Sinek, Start With Why: How Great Leaders Inspire Everyone To Take Action


Trust is the basis of any relationship, no matter the channel..Evaluate your actions, content, and broader customer experience.

© Copyright - Trusted Advisor

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Think in journeys… not touchpoints

Takeaway #2


The customer journey goes across touchpoints… and your organization

Accenture, The New Omni-Channel Approach to Serving Customers


Customer-driven Blueprint for Digital Experience

Accenture, Show Me You Know Me: Playing to Win by Building Relationships at Scale


Make it as easy as possible… all of it

Takeaway #3


This… vs. This..

I want to open an account…


Automate everything you can…

Takeaway #4


Automate Customers First Year with Data

– One flow with exceptions mapped out

– Account for positive and negative experience

– Key messages at critical points in the first year of a new account

– Ultimately driving engagement -> retention


Questions?


Contact Details

Justin Sanderson

linkedin.com/in/justinwsanderson

Please feel free to connect with me on LinkedIn and contact me with any questions. Also, please take my survey to let me know how I did.


Justin SandersonSenior Vice President, Director of Marketing at First United BankJustin Sanderson is First United’s Senior Vice President of Marketing reporting to CBO Scot Flowers. Since rejoining First United in August 2014 Sanderson has helped the company create champion Spend Life Wisely, educate and inform customers about products and services, transform the customer experience online and offline, and enhance various products and services. He also oversees all community engagement, targeted marketing, digital, and

customer information initiatives. Sanderson has over 12 years of marketing and management experience, including two years at First United in marketing management and as a Strategy Management Consultant at Accenture across multiple industries focusing on customer experience, digital transformation, and value creation for clients.Sanderson graduated with a Bachelor of Science degree in Engineering from Baylor University and a Masters in Business Administration with an emphasis on Finance and Accounting from Southern Methodist University.Outside of work, he has a wife, two daughters, and a son. Also, weekends are full of college sporting events and travelling with his family.

Justin Sanderson, Director of Marketing, First United Bank

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