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Social
Media
&
Financial
Services:
Content,
Audience
and
Engagement
                                      1

Content
      Audience
      Engagement
                          2

•  Compe==ve
intelligence
and
user
experience
research
firm
   serving
the
financial
services
industry
•  Tracking
social
me...
Of
the
firms
we
tracked
in
2008…
•  32%
had
Facebook
pages
•  15%
had
TwiSer
profiles
•  15%
had
proprietary
offerings
      ...
Firms
began
to
claim
their
names
but
most
firms’
SOCIAL
STRATEGIES
were
not
clearly
defined.
                              5

As
of
August
1,
2012…
•  85%
have
Facebook
pages
•  90%
have
TwiSer
profiles
•  54%
have
blogs
•  10%
have
proprietary
   c...
Firms
have
established
GAME
PLANS
for
using
social
media.
                       7

Content
           8

Direct
Traffic
to
Website
•  Products
and
services
•  Market
and
economic
   commentary
•  Educa=on
and
tools
              ...
Customer
Service
•  First
adopted
by
banks
•  TwiSer
is
the
channel
of
   choice
•  Dedicated
customer
   service
accounts...
Social
Charity
&
Community
Service
Campaigns
•  Associates
brand
with
goodwill
   ventures
•  Crowd
sourced
philanthropy
 ...
Recruitment
•  Corporate
opportuni=es,
   advisors
and
internship
   programs
•  Firms
using
Facebook
&
TwiSer
•  Varia=on...
Mascots
&
Company
Personas
•  Increase
brand
recogni=on
•  Extensions
of
tradi=onal
   adver=sing
campaigns
•  Entertainme...
Online
Communi=es
•  Company
provides
an
environment
for
sharing
   informa=on
•  Members
benefit
from
shared
experiences
•...
Advisor
Focused
Efforts
•  Wealth
management
and
insurance
firms
allow
FAs
to
use
   LinkedIn,
Facebook
&
TwiSer
  –  Morgan...
Audience
            16

Average
Facebook
Fans
Per
Industry
  Industry
Average
  Industry
Average
   (w/out
top
10)
     Annuity
Firms
      Banks
...
Facebook
Fans
(without
Banks
&
Cards)
   Industry
Average
   Industry
Average
    (w/out
top
10)
       All
Insurance
    ...
19

•  Over
485,000
fans
  –  240%
increase
since
January
•  “I
Can
Do
This”
campaign
  –  Meet
the
Cast
  –  Schroeder’s
Pian...
According
to
a
Corporate
Insight
consumer
survey
conducted
in
November
2011,
only
2.9%
of
banking
customers
interact
with
...
Engagement
              22

Measuring
Engagement
on
Facebook
   45
    40
    35
     30
     25
      20
       15
         10
           5
         ...
How
do
you
engage
your
audience?
                                    24

25

26

Make
‘em
 laugh!
            27

28

Mobile
•  Life
insurance
companies
trail
   the
rest
of
the
financial
services
   industry
 –  Mobile
op=miza=on
is
s=ll
th...
Alan
Maginn
       Senior
Analyst
     Consul=ng
Services
amaginn@corporateinsight.com
        @alanmaginn
    212.832.200...
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Social Media & Financial Services in 2012: Content, Audience and Engagement

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This presentation from Alan Maginn, head of social media research at Corporate Insight, offers a look at the current state of social media across financial services and highlights industry best practices.

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Transcript of "Social Media & Financial Services in 2012: Content, Audience and Engagement"

  1. 1. Social
Media
&
Financial
Services:
Content,
Audience
and
Engagement
 1

  2. 2. Content
 Audience
 Engagement
 2

  3. 3. •  Compe==ve
intelligence
and
user
experience
research
firm
 serving
the
financial
services
industry
•  Tracking
social
media
since
Spring
2008
 –  Published
industry‐wide
reports
in
’08,
’10
&
’12
•  Tracking
mobile
since
Spring
2011
 –  Published
industry‐wide
report
in
June
2011
 –  Ongoing
coverage
through
Mobile
Monitor
•  Stay
Connected
with
Corporate
Insight
 •  Corporate
Insight
Blog
 •  Twi;er
@Cinsight
 •  LinkedIn
 3

  4. 4. Of
the
firms
we
tracked
in
2008…
•  32%
had
Facebook
pages
•  15%
had
TwiSer
profiles
•  15%
had
proprietary
offerings
 4

  5. 5. Firms
began
to
claim
their
names
but
most
firms’
SOCIAL
STRATEGIES
were
not
clearly
defined.
 5

  6. 6. As
of
August
1,
2012…
•  85%
have
Facebook
pages
•  90%
have
TwiSer
profiles
•  54%
have
blogs
•  10%
have
proprietary
 communi=es
 6

  7. 7. Firms
have
established
GAME
PLANS
for
using
social
media.
 7

  8. 8. Content
 8

  9. 9. Direct
Traffic
to
Website
•  Products
and
services
•  Market
and
economic
 commentary
•  Educa=on
and
tools
 9

  10. 10. Customer
Service
•  First
adopted
by
banks
•  TwiSer
is
the
channel
of
 choice
•  Dedicated
customer
 service
accounts
are
 common
 10

  11. 11. Social
Charity
&
Community
Service
Campaigns
•  Associates
brand
with
goodwill
 ventures
•  Crowd
sourced
philanthropy
 •  Chase
Community
Giving
 •  Members
Project
by
AMEX

 •  State
Farm’s
Cause
An
Effect
•  Ocen
boast
larger
audience
than
 main
pages
 11

  12. 12. Recruitment
•  Corporate
opportuni=es,
 advisors
and
internship
 programs
•  Firms
using
Facebook
&
TwiSer
•  Varia=ons
on
the
same
theme
 –  Describe
corporate
culture
 –  List
of
available
opportuni=es

 12

  13. 13. Mascots
&
Company
Personas
•  Increase
brand
recogni=on
•  Extensions
of
tradi=onal
 adver=sing
campaigns
•  Entertainment
first,
products
 and
services
second
 13

  14. 14. Online
Communi=es
•  Company
provides
an
environment
for
sharing
 informa=on
•  Members
benefit
from
shared
experiences
•  Ocen
targets
client
sub‐sets
 –  Ac=ve
traders
 –  Small
business
owners
 –  Re=rees
 14

  15. 15. Advisor
Focused
Efforts
•  Wealth
management
and
insurance
firms
allow
FAs
to
use
 LinkedIn,
Facebook
&
TwiSer
 –  Morgan
Stanley
 –  Raymond
James
•  Ameriprise’s
LinkedIn
powered
advisor
search
 15

  16. 16. Audience
 16

  17. 17. Average
Facebook
Fans
Per
Industry
 Industry
Average
 Industry
Average
 (w/out
top
10)
 Annuity
Firms
 Banks
&
Card
 Issuers

 Brokerages
Insurance
Providers
Mutual
Fund
Firms
 
‐

 
100,000

 
200,000

 
300,000

 
400,000

 
500,000

 
600,000

 
700,000

 
800,000

 As
of
January
2012
 17

  18. 18. Facebook
Fans
(without
Banks
&
Cards)
 Industry
Average
 Industry
Average
 (w/out
top
10)
 All
Insurance
 Providers
Life
Insurance
Firms
 Annuity
Firms
 
‐

 
20,000

 
40,000

 
60,000

 
80,000

 
100,000

 
120,000

 
140,000

 
160,000

 
180,000

 
200,000

 As
of
January
2012
 18

  19. 19. 19

  20. 20. •  Over
485,000
fans
 –  240%
increase
since
January
•  “I
Can
Do
This”
campaign
 –  Meet
the
Cast
 –  Schroeder’s
Piano
game
•  Instant
quote
tool
 20

  21. 21. According
to
a
Corporate
Insight
consumer
survey
conducted
in
November
2011,
only
2.9%
of
banking
customers
interact
with
their
firm
via
social
media.
 21

  22. 22. Engagement
 22

  23. 23. Measuring
Engagement
on
Facebook
 45
 40
 35
 30
 25
 20
 15
 10
 5
 0
 Industry
Average
Shares/Post
 All
Insurance
Providers
Comments/Post
 Life
Insurance
Companies
Likes/Post
 23

  24. 24. How
do
you
engage
your
audience?
 24

  25. 25. 25

  26. 26. 26

  27. 27. Make
‘em
 laugh!
 27

  28. 28. 28

  29. 29. Mobile
•  Life
insurance
companies
trail
 the
rest
of
the
financial
services
 industry
 –  Mobile
op=miza=on
is
s=ll
the
 excep=on,
not
the
rule
 –  Life
insurance
apps
are
rare
 29

  30. 30. Alan
Maginn
 Senior
Analyst
 Consul=ng
Services
amaginn@corporateinsight.com
 @alanmaginn
 212.832.2002
ext.
116
 30

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