Download - Social Media Engagement 2012
Service Measures
On-Brand ServiceOn-Brand Marketing
Financial Measures
Balanced Scorecard–Reinforce the Brand
Live the Brand!
©2005 EverythingCU.com and Denise Wymore
SOCIAL MEDIAENGAGEMENT
2012
Morriss Partee
WORLD 2.0:I can get
• ANY information about• ANYthing, ANY place,
ANY one, or ANY businessat ANY TIME.
(oh, and I can’t get lost, either)
Where are we at?
Most complete waste of time EVAH
Most amazing thing EVAH
Social media is a waste of time for most banks & credit unions
–The Financial Brandhttp://thefinancialbrand.com/15465/11-reasons-social-media-is-a-waste-
of-time-for-financial-institutions/
Brent Dixon’s response to the Financial Brand’s article
— The Cooperative Trust http://trust.coop/2010/11/re-why-social-media-is-a-waste-of-time-for-
most-banks-credit-unions/
Social Media has been around for five years. If it was so great, we’d see FIs using it
successfully everywhere.
POINT
While social media may be old, FIs and other brands using it as
a marketing medium is still in its infancy (and only now has it gone
mainstream for the public)
COUNTERPOINT
You’re Boring
POINT
You’re more than boring, you’re socially awkward – you talk
about yourself and boring things
COUNTERPOINT
Banking is boring
POINT
COUNTERPOINT
Banking is boring... having money is not
New FI campaigns in social media
Bank of Ann ArborNon-local banks think_____
https://www.boaa.com/locallandmarks/index.aspx/
http://www.americanbanker.com/issues/177_97/Bank-of-Ann-Arbor-uses-Facebook-in-ad-campaign-1049428-1.html
Bank Transfer Day
http://www.csmonitor.com/USA/Politics/2011/1107/Bank-Transfer-Day-How-much-impact-did-it-have
B of A’s twitter response team
http://agbeat.com/real-estate-technology-new-media/short-sale-success-thanks-to-
twitter/
Dell Financial sells $6.5million per year via twitter
http://www.webpronews.com/dell-attributes-65-million-in-sales-to-
twitter-2009-12
What should I do now?
There’s no such thing as a social media strategy - only a
business strategy-Ron Shevlin
http://snarketing2dot0.com/2012/06/05/heres-what-i-believe/
How can social media support or amplify (or even drive) your current marketing
campaigns?
THINKING CAP TIME
Pick/invent 1 product
Brand/positioning statement
Marketing campaign/creative direction
Social Media component
Ballroom dancersTravelers
Upper incomeService/community oriented, volunteer
Computer savvyArtisticMusic
Spontaneous
Administrative professionalFamily oriented
Part time chauffeurPressed for time, always
Tech-savvyLove animals
Couch potatoesShort-attention span
SHIFTINGGEARS
NET PROMOTER SCORE
NET PROMOTER SCORECriticisms:
Not predictiveNot actionable
Intent ≠ Action
Referral ≠ PurchaseVery broad (company? product?)http://www.clickz.com/clickz/column/1707482/whats-wrong-with-net-promoter-score
http://www.customersatisfactionstrategy.com/netpromoterscore.html
CUSTOMER EFFORT SCORE
How much effort did you personally have to put forth to handle your request? (rate 1 [low effort] to 5 [high effort])
http://thinkinglikeacustomer.com/customer-experience/customer-effort/
How much effort does a new person have to put forth to
open an account online?
How much effort does a customer/member have to
put forth to find your branch hours and locations?
How much effort does your customer/member have to put
forth to apply for a loan online?
TIME TO JUMP IN!
Social Media/Networking
Morriss ParteeChief Experience Officer
EverythingCU.com
[email protected]·535·0621
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