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Using Social Media and Mobile to Connect  with Clients  - BDI 10/9 Chicago Social & Mobile Financial Services Leadership Forum
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Using Social Media and Mobile to Connect with Clients - BDI 10/9 Chicago Social & Mobile Financial Services Leadership Forum


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Case Study: Using Social Media and Mobile to Connect with Clients …

Case Study: Using Social Media and Mobile to Connect with Clients
Presented by: Sheryl Larson, Senior Vice President, Digital Marketing, Northern Trust
After hearing this presentation on Northern Trust’s evolution of social and mobile marketing tactics you will come away with practical tips and idea starters to stay connected with clients in meaningful ways. Sheryl will share how the global financial institution engages its target audiences through an array of integrated marketing and communications initiatives including social media and mobile while balancing risk and regulatory considerations. Sheryl will walk attendees through best practices, lessons learned, key performance indicators and a guide on how to develop and execute strategies for digital communications, including Facebook, LinkedIn, Twitter, YouTube, mobile apps and SMS.

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  • 1. NORTHERN TRUST Social Media & Mobile Marketing Prepared for Chicago Social & Mobile Financial Services Leadership Forum Oct. 9, 2012 Sheryl Larson, Senior Vice President, Digital Marketing© 2012 Northern Trust Corporation
  • 2. Digital Marketing’s Role Support marketing objectives through digital tactics to targeted audiences. Increase Northern Trust Showcase Brand Awareness Northern Trust Services  Online advertising  Marketing campaigns  Social media  Sales support  Content publishing  Marketing technology  Client communications and  Metrics and audience insight prospect acquisition  Search engine marketing2 Digital Marketing
  • 3. Northern Trust’s Social Media Advances To Date Northern Trust employs a targeted, focused approach to social media HR Talent Acquisition Northern Trust Open  !/NTrustOpen !/NTcareers !/NorthernTr !/ntcareers ustOpen  Public Relations !/NorthernTrust Wealth Management Asset Management  !/Fixedology !/FlexSharesETFs Corporate  Digital Marketing
  • 4. Twitter Twitter offers a unique opportunity to increase brand awareness and showcase expertise. What Twitter Helps You Do  Talk to your users by keeping them updated with quick news blasts.  Animate your users to boost brand awareness and visibility.  Listen to your users by following them. Is Twitter Right for You?  Can you condense your messages into small bits?  Do you have staff members who can regularly devote time to maintaining your Twitter account?  Are you able to use a more casual, conversational tone?  Do you have a steady cadence of news/insight to share with your audience?4 Digital Marketing
  • 5. LinkedIn Case Study Reinforce Northern Trust’s commitment to being a valued financial partner for a range of professional advisors, broaden perceptions about our services, and develop and deepen relationships. Pilot Details  Use LinkedIn to explore business development opportunities and implement an innovative and purposeful alternative communication plan strategically developed for the professional advisor.  Target Audience: Professional Advisors (COIs) – including attorneys, accountants, insurance agents, investment bankers, investment managers, broker / dealers, medical professionals, and other professional advisors with whom we can establish a mutually beneficial partnership. Pilot Participant Expectations  Attend and participate in Pilot Group bi-monthly meetings  Research LinkedIn prospect profiles  Engage in LinkedIn group conversations when appropriate  Share editorial content when asked  Detail all LinkedIn activity and communication on the provided activity log  Provide feedback (negative or positive), best practices, tips, etc. to group  Have fun and learn something new5 Digital Marketing
  • 6. LinkedIn Case Study What We Learned  Capitalize on communication opportunities through direct messages, groups and event listings.  Must spend time each week to cultivate a virtual network.  Be open to forming new communication habits in an online format. Success Metrics  Number of COI contacts established in given period of time.  How many times a profile is viewed.  Traffic tracking of unique URLs (content on that are provided to pilot participants.  Any new business that can be directly tied to LinkedIn relationship.6 Digital Marketing
  • 7. LinkedIn Tips “I’m on LinkedIn, now what?” Complete Your Profile  Summary, Specialties, Job History, Education, Interests, and Honors & Awards. Start Building Your Network  Connect with people you know, perhaps those you have met at events. Have clients asked to connect with you on LinkedIn? Do Your Homework!  Going to meet a prospect or going to an event? Research the person on LinkedIn. Join groups, follow the conversation, and thoughtfully engage Add relevant website links to your profile7 Digital Marketing
  • 8. The Northern Trust Approach to Social Media We collaborate with Business Unit marketing and SMEs, creative services and technology to launch, measure and refine social media. Four-Phased Approach: Discovery: Implementation: Business goals Planning Development Support & Resource needs Optimization  Align audience &  Define strategies  Identify tactics  Launch business objectives  Address risks  Develop content  Measure  Identify priorities, distribution process  Create content plan  Refine opportunities, people  Develop project  Incorporate monitoring and content assets  Share findings across management plan and metrics the enterprise  Secure funding  Develop code and test and resources  Repurpose when possible8 Digital Marketing
  • 9. Mobile We are in the ‘Moment of Mobile’  People now spend more time in mobile apps than they do online.  There are more than 500 million Android and iOS devices on the market.  Web 2.0 values – characterized by social sharing and collaboration – drove the design and development of Facebook and LinkedIn.  Less typing.  Fewer buttons.  Simple swipe and pinch actions.  Browsing that seamlessly integrates vertical and horizontal movement, larger images.9 Digital Marketing
  • 10. Apps App development, while expensive, can position valuable content to your audiences in a different and interesting platform. What it Will Help You Do  Create a compact software program that performs specific tasks for the mobile user.  Extend the reach of your content into new devices and audiences.  Provide a platform to learn more about your audience. Is An App the Right Solution?  Does the app provide users convenience or solve a problem?  Do you have digestible content, tasks and other functions that can be performed on a mobile device or tablet?  Will you be able to support the app with regular updates, content and functionality upgrades?10 Digital Marketing
  • 11. How Northern Trust Communicates via Mobile  Mobile optimized corporate website  Apps for client portals  QR codes in select marketing and advertising campaigns  Support the sales process11 Digital Marketing
  • 12. Social Media & App Development How do you get started? Thought Starters to Help You Evaluate Digital and Social Tactics:  What Marketing Objective will this initiative support?  What audience segment will you target?  Where are they?  What are they using?  What are your marketing and communication objectives specific to this tactic?  Awareness: outreach, general communication  Action: conversion, fulfillment, response  Loyalty: follow-up, appreciation, updates, relationship building  Advocacy: referrals, recommendations  Will this tactic help the business solve a problem?  Sales  Client servicing  Do you have the resources to launch a pilot?  Test, learn, repeat12 Digital Marketing
  • 13. Tips Take the mystery out of new tactics.  Start small  Make friends with someone in Compliance/Legal  Use technology solutions  Campaign internally to promote your cause  Capitalize on what’s unique  Conduct a social media crisis drill  Launch a pilot  Test every possible scenario  Actively manage your channels  Go slow initially  Complete Legal Questions/Answers before launching  Designate internal experts13 Digital Marketing