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The new socialisms financial services and social media pov

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  • 1 Element of SocialHelp ClientsPart of overall campaign
  • Earned- Buzz, PR, Blogging and Digital word of mouth but you can’t buy it etcJust 5.5% of digital spend and 1% of all media

Transcript

  • 1. Financial Services and Social Media
    Paul Rapino
    US Director Financial Services
    Microsoft
    August 26, 2010
  • 2. POV OverviewThe New Social-isms and Financial Services
    Terminology
    Owned-Paid-Earned
    Best Practices in other industries
    Compliance
    Recommendations
  • 3.
  • 4. Social Marketing Objectives & Terminology
    Top Marketing Tactics for 2010:
    E-mail marketing
    Social networks
    Keyword search
    Radio
    Magazines
    Online display
    Event sponsorship
    Rich media display
    Direct mail
    Regional TV
    5.5%
    “The key take-away is the high and long-lasting impact of earned media… but advertisers can’t buy earned media; it has to be earned through user engagement and connections between users and brands.”
    Nielsen, April 2010
  • 5. Social Marketing On Facebook
    OwnedMedia
    PaidMedia
    Earned Media
    Advertisers perceive Facebook offering as
    a comprehensive social marketing solution
  • 6. OwnedMedia
    Brands seek to drive engagement with their page, creating a community of fans who opt in for future communications
  • 7. Self-serve
    Engagement Ads
    PaidMedia
    Generate fans & earned media through user engagement
    Broadcast user engagement to friends
    Re-engage fan community with brand communications
    Cultivate
    Amplify
    Repeat
  • 8. Country
    Friends of Fans
    Women
    State
    Keywords
    Age = 24-45
    PaidMedia
    City
    Interests & Likes
    Dallas, TX USA
    Age
    Education
    Demographics
    Gender
    Work
    Relationship Status
    Connections
    Targeting friends of fans creates personal endorsements in paid media
    Language
  • 9. Home Page Ad
    Home Page Ad w/ Social Context
    Organic Impression
    PaidMedia
    30%
    13%
    8%
    +
    16%
    8%
    8%
    2%
    4%
    10%
    Purchase Intent
    Ad Recall
    Awareness
    Source: Nielsen Brand Lift
    Facebook ad performance for key brand metrics increases
    when social context is included in the ad
  • 10. Are you sure?
    “Creative is about 70% to 80% of the effectiveness of advertising.”
    Facebook is all I need for my brand advertising campaigns.
    Response
    Facebook ads limit creative options. The small format, tiny images, and peripheral placement on the page just don’t provide advertisers the flexible and impactful creative palette they need for true brand advertising. MSA offers large, integrated, rich creative formats that enable you to make emotional connections with your target customers and bring your brand to life.
    Support
    We know that only 1/25 people who spend time looking at or interacting with rich media ads actually click on them. But higher ‘dwell scores’ make ads more engaging and:
    Are three times more efficient at driving brand search
    Drive 69% more traffic to brand sites
    Increase user engagement at brand sites -- more page views, more time spent with that brand
    Jon Gibs, VP Media Analytics, Nielsen
  • 11. Are you sure?
    Facebook paid media is all my brand needs to drive engagement with my Facebook page.
    Response
    Your customers are everywhere, not just on Facebook. You need to connect with them wherever they are living their digital lives—and through the screens that they prefer.
    Support
    Consumers exposed to paid media on multiple screens are significantly more likely to connect with your brand through a social network. In a recent campaign that combined online, mobile, Xbox, and Massive, consumers exposed to TOMs shoes ads on four screens were 8 times as likely to engage with TOMs on Facebook, Twitter, and MySpace.
    57%
    28%
    21%
    7%
    2
    3
    4
    1
    # of Screens
  • 12. Are you sure?
    Facebook has better targeting.
    Response
    The key here is to differentiate targeting capabilities from targeting attributes (data). Is Facebook’s data better? Well, yes. Is their targeting better… no!
    Microsoft also has fantastic data (e.g. WLID) but also has the experience and insight into making the most of it! A few key points of differentiation:
    Facebook is predominantly a profile targeting advertising model
    MSFT has insight driven targeting (such as BT, CDT, CPGOE and also does profile)
    Facebook’s targeted reach is only on Facebook
    MSFT targeting extends to the entire Microsoft Media Network
    SupportRobust targeting drives significant performance lifts. For example, a top auto manufacturer saw a 298% lift in CTR, a top CPG client saw a 195% lift in CTR, and a top wireless provider saw a 257% lift in CTR.
  • 13. PaidMedia
    • 720M Global UUs
    • 14. Brand, Performance, Search, Social
    • 15. Large, Rich Creative Formats
    • 16. Custom Integration Opportunities
    • 17. Profile, Category, Behavioral, Custom, Re-messaging
    • 18. Multiple Advertiser Objectives
    Global UU
    • 480M Global UUs
    • 19. Social Ads
    • 20. Rigid, Small Ad Formats
    • 21. Peripheral Ad Placements
    • 22. Profile, Social, Category
    • 23. Drives Engagement w/FB Page
    Ad Types
    Formats
    Placement
    Targeting
    Benefits
    Global UU Source: MMR
    We Are Two Complementary Publishers With Different Ad Solutions
  • 24. Research
    Advertizing
    Conversation
    Communication
    Feedback
    Transactions
    Blogs
    Provides
    Bank
    of
    Wells Fargo
    Wells
    Citi
    blog on the
    research on
    America’s Bank
    product
    blogs
    Fargo/Wachovia
    Women & Co
    customer issues
    of the Future
    merger blog
    website
    and industry
    Blog
    trends
    Tweets
    Customer
    Sponsored
    JetBlue
    random
    Bank of America
    Wells Fargo’s
    experience
    tweets
    tweeting
    and Wells Fargo
    inactive account
    feedback
    customer service
    on Twitter
    model
    YouTube
    Umpqua’s Bank
    Charlie
    Rose
    Feedback
    on
    of the Future
    interview with
    videos
    Video
    Citi
    CEO
    Facebook
    Where I’ve been
    Chase
    Customer
    American
    Customer

    provides
    Community
    dialogues
    Airlines provides
    dialogues
    research for
    Giving
    articles targeted
    travelers
    at women
    travelers
    MySpace
    Citi
    Low Rate
    Travelers

    Get
    Credit Card
    an Insurance
    advert
    Quote
    foursquare
    Customer GPS
    data
    Examples of Social Network Usage
  • 25. Metrics to measure Social Media
  • 26. “Follow”
  • 27. Innovation with Social Media and Financial Services
    • www.Trefis.com
    • 28. In the wake of financial turmoil,MIT engineers and Wall Street analystsgot together to create Trefis– Financial Tools built with Experts, company employees and Investors
    • 29. Trefis is a meaningful financial community structured around TREnds, Forecasts and Insights related to some of the most popular stocks in the US.
    • 30. Looks to future not past
  • Innovation with Social Media and Financial Services
    • www.bundle.com
    • 31. Database of how consumers spend money
    • 32. Compare real data from your profile
    • 33. Journalists, Economists, Financial Advisors and consumers interact around real data
    Go to Finovate Conference in NYC Oct 4-5, 2010
    See Financial Services Innovation Demos
    http://www.finovate.com/fall2010/
  • 34. Microsoft Complements Social
    RichCreative
    Engaged
    Audience
    RobustTargeting
    SocialEnvironment
    • Social Everywhere
    • 35. WL + FB Seamless User Experience
    • 36. FB Deep Integration WL, MSN, Bing
    • 37. 720M Users
    • 38. Source of 46% of FB’s Traffic
    • 39. Highest Buying Power
    • 40. Large Formats
    • 41. Rich, Integrated Experiences
    • 42. Higher Dwell Scores
    • 43. Custom Targeting
    • 44. 100+ Behavioral Segments
    • 45. Thousands of Combinations
    MSA assets complement and extend social media campaigns on Facebook, driving more earned media than FB alone
  • 46. Compliance
  • 47.
    • Tools that scale
    Cloud, Security, API, Adaptive Web tools
    http://www.microsoft.com/industry/financialservices/solutions/default.mspx
    “Save, Supervise, Scale”
    • Monitor
    http://www.visibletechnologies.com/
    http://viralheat.com/api
    • Be Transparent
    • 48. Communicate
    Footnote
  • 49. Recommendations
  • 50. Financial Industry Regulatory Authority Notice
    “Even though social media tools provide limited space for communicating with consumers, financial marketers are responsible for making sure all necessary disclosures are properly integrated into their social media marketing initiatives.
    http://thefinancialbrand.com/13164/compliance-crack-down-on-social-media-coming/
    Jeffry Pilcher, FinancialBrand Presentation
    http://www.socialturns.com/
    Request Free Microsoft Whitepaper
    “Tweets, Blogs and Instant Relationships
    Social networking and the bank of the future
    Banking and Capital Markets”
    prapino@micorsoft.com
     
    Footnote
  • 56. Thank you!Twitter.com/PaulRapino