how financial services firms can manage, distribute and reuse content

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7021 Portwest Drive, Ste 100 | Houston, TX 77024 | earthintegrate.com How Financial Services Firms Can Manage, Distribute & Reuse Content

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Page 1: How Financial Services Firms Can Manage, Distribute and Reuse Content

7021 Portwest Drive, Ste 100 | Houston, TX 77024 | earthintegrate.com

How Financial Services Firms Can Manage, Distribute & Reuse Content

Page 2: How Financial Services Firms Can Manage, Distribute and Reuse Content
Page 3: How Financial Services Firms Can Manage, Distribute and Reuse Content

Table of Contents

Introduction 5

Issues of Complexity and Regulations 7

Content Marketing Relevancy 8

Implementing Content Marketing Strategy 10

Social Media Successes 12

Distributed Marketing Solutions 14

Summary 15

Page 4: How Financial Services Firms Can Manage, Distribute and Reuse Content
Page 5: How Financial Services Firms Can Manage, Distribute and Reuse Content

Introduction,Q�WKH�ƟHOG�RI�ƟQDQFLDO�VHUYLFHV��WKH�ODVW�ƟYH�\HDUV�KDYH�EHHQ�DPRQJ�

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Page 6: How Financial Services Firms Can Manage, Distribute and Reuse Content

Introduction (cont.)

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High levels of regulation, with near impossible legal and compliance areas

Lower levels of funding for new marketing, due to uncertain ROIs

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A tarnished relationship with consumers after the � KRXVLQJ�EDQNLQJ�FULVLV

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Mobile Connectivityand Social Media

MarketingChallenges

Online Security

Industry Regulations

REGULATIONS

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Page 7: How Financial Services Firms Can Manage, Distribute and Reuse Content

ISSUES OF COMPLEXITY AND REGULATIONS

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Introduction (cont.)

In early 2013, the Federal Financial Institutions Examinations Council (FFIEC) announced a proposal seeking to give guidance to banks, credit unions and savings associations on their use of social media.

Page 8: How Financial Services Firms Can Manage, Distribute and Reuse Content

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However, there are some positive signs are on the horizon for 2013.

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Experienced some 8,700 clicks to Sun Life’s main product site

Converted 4% of visitors into leads

Created more than 3,700 followers on Twitter

Drawn more than 18,300 likes on its Facebook page

EarthIntegrate @earthintegrate

Customers were open to interaction with banks and credit unions on social media, but very few banking companies were active in social media.

Page 9: How Financial Services Firms Can Manage, Distribute and Reuse Content

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Page 10: How Financial Services Firms Can Manage, Distribute and Reuse Content

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Share your blog content on your social media � SURƟOHV��%H�FUHDWLYH�ZLWK�WZHHWV��%DQN�RI�$PHULFD�� �� VKDUHV�LWV�WZHHWV�YLD�WKUHH�PDLQ�FKDQQHOV���%�RI���� ��� $�1HZV����������SOXV�IROORZHUV���%�RI�$�&RPPXQLW\�� �� ���������SOXV�IROORZHUV��DQG�%�RI�$�+HOS���������� � plus followers).

� 2ƷHU�RQOLQH�HERRNV�DQG�JXLGHV�WR�H[SODLQ�FRPSOH[�� � banking tools in more detail.

Tie in social media promotions (in compliance with existing laws) with new advertising campaigns. � &UHDWLQJ�EUDQG�DZDUHQHVV�DFURVV�,QWHUQHW��79�DQG�� � other channels will help solidify the bank’s brand overall.

IMPLEMENTING CONTENT MARKETING STRATEGY

Financial InstitutionsNew Content Strategy

Multiple Microsites

Mobile Apps

Local ContentExperiences

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Page 11: How Financial Services Firms Can Manage, Distribute and Reuse Content

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Which practical strategies around owned content are already being used by leading banks, insurance � FRPSDQLHV��DQG�JOREDO�ƟQDQFLDO�SOD\HUV�

Best tips for content marketing that attracts and engages a particular audience.

Best ways to integrate content marketing into existing social media activities.

Innovative methods to for creating and distributing valuable and helpful content.

Page 12: How Financial Services Firms Can Manage, Distribute and Reuse Content

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Social Media Successes

EarthIntegrate @earthintegrate

Financial products’ marketers should understand that social media doesn’t always have to be about dry, financial topics.

1 BofA Bank USA 199,594 77,729 63.78%

2 Citi Bank USA 149,319 21,435 16.76%

3 Capital One Bank USA 74,703 6,440 9.43%

4 Goldman Sachs Bank USA 52,396 14,232 37.29%

5 GT Bank Bank NIG 51,976 10,805 26.24%

6 Wells Fargo Bank USA 44,117 7,399 20.15%

7 Capital One 360 Bank USA 41,486 693 1.70%

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Distributed Marketing Solutions

Measurements

PDFEmails Distribution

Social Media

Print

Web Video Existing Software

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SMS

CMS

CRM

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Page 15: How Financial Services Firms Can Manage, Distribute and Reuse Content

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Summary

For the remainder of 2013 and into 2014, retail banks and other consumer-facing financial companies must keep a strict eye on consumer protection rules and compliance and regulatory issues.

Page 16: How Financial Services Firms Can Manage, Distribute and Reuse Content

Relationships.

Brands.

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