Cognito & Google Webinar slides -Best practice in Social Media for Financial Services in 2014

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Our first webinar in partnership with Google on best practice in social media in financial services.

Our first webinar in partnership with Google on best practice in social media in financial services.

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  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family
  • We were acquired back in 2012 and are now part of the google family

Transcript

  • 1. #Co g @Co speak s @Co gnitoPR gnit oAn alyt ic Best Practice In Social Media For Financial Services in 2014 www.cognitomedia.com
  • 2. INTRODUCTION #Co g @Co speak s gnit @Co oPR gnit o An aly Vivienne Hsu, Director of Digital & Social Cognito @viv_hsu www.linkedIn.com/pub/vivienne-hsu Lee Bolger,  Financial Services Lead for Google EMEA  Google   @Googleebo www.linkedin.com/in/leebolger Viv is Cognito’s strategic social and digital lead with over 10 years of marcomms experience. Her previous agency experience has been at Y&R, TBWA, and Ogilvy. Viv has worked on a variety of blue-chip clients including SWIFT, GSK, Pfizer, Mattel, Campbells, HSBC and Allianz. Most recently she was a global account lead and social specialist for Grey Worldwide. tic In Lee’s role he travels Europe speaking to leaders in the financial services around social media strategy, social media management and compliance, and social advertising. Previously Lee worked in a similar capacity at Hewlett Packard but from a IT-heavy perspective. Lee brings both experiences together to offer an integrated and pragmatic approach to social media. www.cognitomedia.com 2
  • 3. 1 2 COMMON CATEGORIES IN FINSERV 3 BEST PRACTICE 4 AGENDA WHY SOCIAL MATTERS CASE STUDIES Q&A Ask on Twitter using #cogspeaks or via WebEx chat Google Confidential and Proprietary www.cognitomedia.com
  • 4. A marketing campaign that is thread across all social channels through messaging and creative, but is made unique, based on the channel is lives on www.cognitomedia.com
  • 5. UNDERSTANDING OUR NEEDS TODAY www.cognitomedia.com 5
  • 6. THE SOCIAL MEDIA UNIVERSE IS MUCH BROADER THAN YOU THINK Source: McKinsey & Company www.cognitomedia.com 6
  • 7. Connect Everywhere CONNECT EVERYWHERE Collect customer intelligence Drive content distribution Drive mass video impressions Enhance content segmentation Enhance audience segmentation Drive shares of visual content Engage through HOAs Curate lifestyle content Generate sharing Connect people and brands www.cognitomedia.com Share photos and experiences Drive content organization
  • 8. HOW B2B BUYERS PLAN ON BUYING BUSINESS PRODUCTS www.cognitomedia.com 8
  • 9. SOCIAL MEDIA ADOPTION CAN HAVE A FAVOURABLE IMPACT ON BRAND PERCEPTION Source: LinkedIn www.cognitomedia.com 9
  • 10. BEST PRACTICE CATEGORIES Financial Services most common objectives for social Humanising the brand www.cognitomedia.com Amplifying Sponsorships Educating and informing Lead Generation Holistic Social Strategy Google Confidential and Proprietary
  • 11. HUMANISING THE BRAND Warm & Personal www.cognitomedia.com Cold & Corporate Google Confidential and Proprietary
  • 12. AMEX FOR THE OPEN CAMPAIGN 3.2M Likes 3.2M Likes 213K 213K Tweets Tweets $5.5M $5.5M www.cognitomedia.com Google Confidential and Proprietary
  • 13. STANDARD CHARTERED www.cognitomedia.com Google Confidential and Proprietary
  • 14. ETORO www.cognitomedia.com Google Confidential and Proprietary
  • 15. HSBC HSBC www.cognitomedia.com
  • 16. FEDEX www.cognitomedia.com 16
  • 17. BEST PRACTICE CATEGORIES Financial Services most common objectives for social Humanising the brand www.cognitomedia.com Amplifying Sponsorships Educating and informing Lead Generation Holistic Social Strategy Google Confidential and Proprietary
  • 18. SPONSORSHIP EXAMPLES www.cognitomedia.com Google Confidential and Proprietary
  • 19. CAPITAL ONE www.cognitomedia.com Google Confidential and Proprietary
  • 20. BEST PRACTICE CATEGORIES Financial Services most common objectives for social Humanising the brand www.cognitomedia.com Amplifying Sponsorships Educating and informing Lead Generation Holistic Social Strategy Google Confidential and Proprietary
  • 21. ALLIANZ Pet Owners Pet Owners www.cognitomedia.com B2B B2B
  • 22. CITY INDEX www.cognitomedia.com
  • 23. BEST PRACTICE CATEGORIES Financial Services most common objectives for social Humanising the brand www.cognitomedia.com Amplifying Sponsorships Educating and informing Lead Generation Holistic Social Strategy Google Confidential and Proprietary
  • 24. GARANTI BANK www.cognitomedia.com
  • 25. BEST PRACTICE CATEGORIES Financial Services most common objectives for social Humanising the brand www.cognitomedia.com Amplifying Sponsorships Educating and informing Lead Generation Holistic Social Strategy
  • 26. HOLISTIC SOCIAL STRATEGY Structure: decentralised -> centralised www.cognitomedia.com
  • 27. HOLISTIC SOCIAL STRATEGY Structure: Hub & Spoke www.cognitomedia.com
  • 28. HOLISTIC SOCIAL STRATEGY- GOVERNANCE FOR RISK MITIGATION & QUALITY CONTROL • Workflow configuration is key for efficient day-to-day response and smooth campaign deployment • Consider matters such as Crisis Response, Complaint Escalation and 3 rd Party Platform Access. www.cognitomedia.com
  • 29. HOLISTIC SOCIAL STRATEGY: PLATFORM AGNOSTIC www.cognitomedia.com
  • 30. www.cognitomedia.com 30