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B3 Seminar: Social Media in the Financial Sector - Laura Crimmons & Fiona Dunphy
 

B3 Seminar: Social Media in the Financial Sector - Laura Crimmons & Fiona Dunphy

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    B3 Seminar: Social Media in the Financial Sector - Laura Crimmons & Fiona Dunphy B3 Seminar: Social Media in the Financial Sector - Laura Crimmons & Fiona Dunphy Presentation Transcript

    • Social media in the financial sectorSocial media in thefinancial sectorby Laura Crimmons & Fi Dunphy
    • Social media in the financial sectorContents• What’s new in social and why should your brand care?• What is social customer service?• What can you measure & how do you demonstrate ROI?• Who’s doing it well?
    • Social media in the financial sectorWhat’s new in social and whyshould your brand care?
    • Social media in the financial sectorFacebook• Ranked comments• Mobile share button• ROI tracking• Gifts & Collections
    • Social media in the financial sectorTwitter• Twitter cards• Improved search - View photos and videos first - See headlines and photos on mobile - Contextual understanding• Advertising available in the UK
    • Social media in the financial sectorGoogle+• Authorship analytics• Business page in SERPs• Google+ Local
    • Social media in the financial sectorSocial Customer Service
    • Social media in the financial sectorThe Social Customer Source: Fishburn Hedges
    • Social media in the financial sectorEngaged Brands Source: Socialbakers
    • Social media in the financial sectorExpected Response Time• Overall average response time is 26 hours – two hours over the expected time• Financial industry average is just over 9 hours Source: Conversocial
    • Social media in the financial sectorDon’ts× Send generic responses× Be sarcastic× Engage in arguments× Ignore complaints× Refer customer to a call centre/general email address/website
    • Social media in the financial sectorDon’ts
    • Social media in the financial sectorDon’ts
    • Social media in the financial sectorDos Include operating hours in bio Respond ASAP Include name/initials in sign off Check the customer’s history Offer to contact the customer directly Try to go the extra mile
    • Social media in the financial sectorDos
    • Social media in the financial sectorWho should be responsible? PR Marketing Channel Customer management Service Agency
    • Social media in the financial sectorEmployee conductOutline a clear policy on social media conduct:• From company profiles• From personal profiles• From company network
    • Social media in the financial sectorWhat can you measure and howdo you demonstrate ROI?
    • Social media in the financial sectorThink of your social media followers as yourcustomers/ potential customers – now you have awealth of information about them that 5 years agomarketers could only dream of
    • Social media in the financial sectorFacebook Insights• Demographic information• See engagement on posts to outline clear content plan & understand what your fans are interested in• See the reach of each post & page as a whole
    • Social media in the financial sectorTwitter Analytics• More demographic information• Also see who your followers also follow to see who influences your followers and therefore where you should be aiming to put you marketing messages & content• Which of your website URLs have been shared on Twitter, by who , how much engagement they receive and how many clicks – perfect chance to turn followers into customers and engage with them
    • Social media in the financial sectorGoogle+Ripples • See who shared post & when • See who is influential about the post by size of circlesAnalytics on a page (coming soon) • Who’s interacting with page • Users’ demographics • Info about social activities (+1’s, shares, comments)
    • Social media in the financial sectorGoogle Analytics• Visits via social referral• Assisted social conversions• Last interaction social conversions• Visits by social network• Shared URLs• Social visitors flow
    • Social media in the financial sectorSocial Media ROI Brand• The same age-old question that’s Awareness existed with PR and many marketing activities for years Brand• Remember AVE (Advertising Value identity/ Customer Service Equivalent)? That’s now laughable persona Social Media• Trying to come up with a real formula ROI for social media ROI may be a bit like using AVE Reputation/ Traffic/ crisis• = (Tangible Related Revenue + management conversions Estimated Intangible Related Revenue – Cost of Social Media) / (Cost of Social Media)
    • Social media in the financial sectorSocial Media ROI “48% of people have “35% of people have made a purchase basedmade a purchase based on a post by a businesson a post by a friend or “63% of people they follow on social connection” connect with media” businesses on“An additional 22% have social media sites” “An additional 34% clicked a link and clicked a link and considered making a considered making a purchase” purchase” Source: AYTM
    • Social media in the financial sectorWho’s doing it well?
    • Social media in the financial sectorBarclaycard
    • Social media in the financial sectorBarclaycard Facebook Fans• Nearly 700k views on YouTube• Over 5k likes of video on Facebook• Peak talking about figure of 9,400 Twitter Followers• Increase of over 4k fans• All this in the last 2 weeks…
    • Social media in the financial sectorTaking Social Seriously – AMEX UK
    • Social media in the financial sectorSmall Business Saturday –AMEX USVideo case study
    • Social media in the financial sectorCompare the Meerkat
    • Social media in the financial sectorCombining online/offline –cross-platform campaigns• Synergy between offline PR & customer service• Social media is essentially your online customer facing platform• Everything you say offline should be reflected in what you say online and vice versa
    • Social media in the financial sectorQuestions?fiona.dunphy@branded3.com - @fidunfilaura.crimmons@branded3.com - @lauracrimmonswww.branded3.com
    • Social media in the financial sector#B3Seminar@Branded_3