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Finanical Literacy


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A primer on how to leverage social media sites and tools for disseminating financial education.

A primer on how to leverage social media sites and tools for disseminating financial education.

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  • 1. Using Social Media for Financial Education Storming the Marketing Establishment…Through Smart Social Media
  • 2. Who is Jenni Brand?
    • CEO of Bastille Marketing
      • A Social Media Firm
    • Social Media Consultant with New Media Strategies (2005-2009)
      • Helped brands establish, manage and maintain a positive presence within the online landscape
      • Worked with numerous Fortune 10, 50, 100, 500 companies
        • Non-profit/Gov’t, CPG, Fashion/Retail, Travel/Tourism, Financial, etc
    • 10+ years in traditional marketing & sales
      • Fields of grocery retail marketing, radio sales, non-profits, energy
    • Extra-curricular activities include:
      • Speaking/Training: Social Media
      • Two blogs; contributor to others (Blondes I-View, Bastille Marketing)
      • Event planner (DC’s 1st Annual Cupcake Contest, Wedding, Charity Events)
  • 3. What We’ll Cover Today
    • Social Media - What’s In It For Me?
    • Making an Educated Decision About Social Media
    • The Social Media Toolbox
    • How Do You Know It’s Working?
    • Financial Literacy Social Media Campaigns - Who Is Doing It?
  • 4. Social Media: What’s In It For Me?
    • New Clients
      • Your potential customer base is using social media - why not meet them there?
    • Easy Referrals
      • Make it easy for your current clients to send you business
    • Continued Engagement with Current Clients
      • A way to be in contact with them daily/weekly - stay top of mind
    • New Revenue Opportunities
      • Current/new clients can learn about what else you offer - you don’t have to “sell” them or “create” a need
    • Customer Service
      • Find out about/quickly resolve issues
    • Name Recognition/Credibility as an Expert
      • Let everyone see that you know what you’re talking about!
    • Creation/Expansion of a Digital Footprint
      • An online archive of your organization’s work/contributions
    • SEO (Search Engine Optimization)
      • Help new clients find you through Google - not your competitor
  • 5. Making an Educated Decision About Social Media
    • Social Media Requires a Strategy - BEFORE you start
      • What content/areas of specialty?
      • Who will manage?
      • What is the tone of the dialogue with consumers
      • How to promote your social media presence?
      • Are you going to encourage consumers to engage w/ your profiles?
    • What is your digital footprint going to look like?
      • Which social media sites make the most sense?
      • When will you launch them?
      • How often will you update?
    • Are you aware of the challenges?
      • Give up some control - allow consumers to say what they want on your page?
      • Mistakes made can be bad - there are no do-overs
      • Do you have the time to invest in maintaining healthy profiles for the long-term
      • Are you okay with the challenge of proving ROI?
  • 6. The Social Media Toolbox
    • Tools for a Comprehensive Social Media Strategy
    • Blogs
    • Social Networks: Facebook
    • MicroBlogs: Twitter
    • Wikipedia
    • Video-Sharing: YouTube
    • Your Own Website
  • 7. The Social Media Toolbox: Blogs
    • Content Updates
      • Frequent updates needed
      • Can offer more info about products & services than a static website
      • Build a loyal readership
      • Become a trusted voice
    • Two-Way Interaction
      • Reader comments create a conversation
      • Comments can be moderated
    • Conversational Tone
      • The ‘voice’ of the company
    • Syndication Technology
      • RSS allows information to move quickly across blogs, like a a wire service
      • Readers can subscribe to the “feed” to get real-time updates delivered to their desktop
  • 8. The Social Media Toolbox: Social Networks
    • Facebook - a peer-to-peer social network
    • LinkedIn - A business social network
    • Gives your company a ‘human’ voice
    • Allows ‘fans’ to easily share your information with others
    • Allows you to educate your consumers where they spend time online
    • Allows customers to engage with your organization on a “personal” level
      • Serves as your online resume; demonstrates your company’s expertise and body of work
      • Allows contacts to ‘recommend’ you
      • Offers Q&A area for you to demonstrate your knowledge & expertise
  • 9. The Social Media Toolbox: MicroBlogs
    • Twitter - a ‘microblog’ limited to 140 characters per post
      • Allows for two-way; real-time conversation; the exchange of news & information (URLs); Q&As; updates of content on other social media profiles
  • 10. The Social Media Toolbox: Wikipedia
    • A free online collaborative encyclopedia
      • One of top 10 sites on Internet; often returns in top three Google results
      • Frequently the next place consumers look for information after a Google search and visiting the company website
  • 11. The Social Media Toolbox: Video-Sharing
    • YouTube is the #1 online video site
      • Allows you to broadcast relevant, useful information to those who learn best visually
      • How-tos; Workshops; Presentations; Speaking Engagements
      • Makes your other profiles more interactive and entertaining
  • 12. The Social Media Toolbox: Your Website
    • Offer links from your website to your social media pages
    • Connect your blog, YouTube page, Twitterstream or Facebook Fan page to your website
    • Your website should promote your social media profiles - announcing new blog posts, asking for visitors to follow you on Twitter, marking milestones
    Your website is a crucial element of a social media strategy
      • “ We’ve reached our 1,000 fan on Facebook - Are you a Fan Yet?”
      • “ Did you miss our Webcast today? You can watch it here:”
      • “ Follow our tweetchat today at 7pm on Tax Benefits for First-time Homebuyers”
      • “ Did you see our blog interview with Mr. So-So From the IRS?”
  • 13. Your Strategy: Is It Working?
    • Blog
    • Blog traffic - Google Analytics
    • Blog Comments
    • Subscribers
    • Facebook
    • Number of Fans
    • Numbers of Interactions
      • Comments, Likes, Shares
    • Use Facebook Insights
    • Twitter
    • Number of Followers (Twitterless - @tless)
    • Number of Retweets of your info
    • Use to track all of your URLs
    • YouTube
    • Number of views, comments
  • 14. Financial Literacy Social Media - Who Is Doing It?
  • 15. Financial Literacy Social Media Campaigns - Who Is Doing It?
    • Vanguard has a strategic social media campaign
  • 16. Financial Literacy Social Media Campaigns - Who Is Doing It?
    • AICPA has a well-planned social media strategy for Financial Education
  • 17. Questions?
    • Thank you.
    • Jenni Brand
    • @BastilleMktg