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Activation and Engagement through Social Media April 2012
 

Activation and Engagement through Social Media April 2012

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Social Media is now a core component for a company’s marketing/engagement strategy. This overview will help individuals manage social media efforts, understand risks, and map out a strategy. Many ...

Social Media is now a core component for a company’s marketing/engagement strategy. This overview will help individuals manage social media efforts, understand risks, and map out a strategy. Many highly regulated industries have additional oversight, compliance, and privacy issues that need to be addressed. Taking a holistic approach that includes participation from all parts of an organization will help to facilitate successful implementation of your social media strategy. Financial Services competitive best practices are reviewed.

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    Activation and Engagement through Social Media April 2012 Activation and Engagement through Social Media April 2012 Presentation Transcript

    • Activation and Engagement through Social Media:

 Planning For Change! Jeff  Fleischman,  CEO   Blue  Panda  Interac9ve   February  2012   I N T E R A C T I V E     © 2011 Blue Panda Interactive. Proprietary And Confidential.! 1!
    • “Should our frequency be delivered per week, per day or percampaign? Forget about all that. Think: Always on.” Advertising Age September 19, 2011 © 2011 Blue Panda Interactive. Proprietary And Confidential.! 2!
    • Overview! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 3!
    • Executive Summary•  Social Media is now a core component for most company’s marketing/ engagement strategy!•  Facebook is the predominant social media platform, accounting for over 54 billion minutes of usage per month!•  Convergence of mobile and social media, will become the primary engagement vehicle for consumers! •  Smart phones and tablet shipments exceeded PCs (notebook and laptop) in Q4 2010 !•  Brand perception is being shaped by Social Media!•  Social Media engagement will be fueled by a combination of location based services (LBS) and localized offers!•  Traditional measures of success need to be reexamined and new ways of quantifying the impact of social media need to be established! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 4!
    • The New Engagement Ecosystem Search   • SEO   • SEM   • Keywords   Op>miza>on   Channel   • Mul>variate   •  Print   • Site  Op>mized   Content   •  Web/eMail   • A/B  Tes>ng   •  Social  Media   •  Mobile   Experience   •  Educa>on   •  Advice   •  Transact   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 5!
    • Social Media Is An Opportunity To Engage Users ThroughoutThe Customer Journey © 2011 Blue Panda Interactive. Proprietary And Confidential.! 6!
    • Social Media Is A Component Of Your Customer ExperienceStrategy © 2011 Blue Panda Interactive. Proprietary And Confidential.! 7!
    • Social Media As A Global Platform! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 8!
    • Life Used To Be Simple © 2011 Blue Panda Interactive. Proprietary And Confidential.! 9!
    • Consumers Now Have Unprecedented Control © 2011 Blue Panda Interactive. Proprietary And Confidential.! 10!
    •                One Person Has Global Reach….. © 2011 Blue Panda Interactive. Proprietary And Confidential.! 11!
    • And A Global Audience © 2011 Blue Panda Interactive. Proprietary And Confidential.! 12!
    • Social Media Is An Evolution To A Dynamic, ConnectedEcosystem Old Paradigm New Paradigm Disparate and unconnected Connectivity and convergence without sacrificing experience choice “Word of Mouth” The community is the trusted source for advice, information, and recommendations Distinct experiences Seamless integration across channels and devices Controlled Dynamic and uncensored Corporate generated content Content crowd sourced and owned by the community Corporate website Distributed digital distribution model Millennials, Gen X/Y largely Millennials, Gen X/Y will be more engaged with unengaged companies that provide social media options Monologue Conversation Little customer feedback Continuous stream of direct feedback © 2011 Blue Panda Interactive. Proprietary And Confidential.! 13!
    • Competitive Best Practices! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 14!
    • The Use Of Social Media In Financial Services Is RapidlyGrowingv  Financial Service companies are expanding their use of social media and crafting innovative campaigns !v  Heavily regulated and Financial Service firms need to understand how to navigate Social Media!v  Firms are using social media to reach a younger demographic and improve customer service!v  Customers and prospects are having conversations about your brand without you!v  Social media is an integral part of multi-channel marketing strategy to engage prospects and customers!v  The ability to demonstrate measurable results will continue to present challenges in winning budget dollars! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 15!
    • The Principal – Dreamcatcher Campaign v  Innovative campaign designed for users to visualize their retirement through aspirational photos! v  Message of inspiration, advice, and tools throughout the experience! v  Although emphasis is focused on inspiration and engagement there is a clear focus on driving the user to creating a plan or speaking with an advisor! v  Integration of user generated content, video, tools for both consumers and small business owners! v  Campaign content is integrated with the Principal website although the experience is somewhat disjointed! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 16!
    • The Principal – Dreamcatcher Campaign v  People are asked to visualize their financial dreams and provides persistent linkages to planning and advice! v  Provides a social setting to share information, content, and tagging of pictures for easy access! v  INTEGRATION: What are your financial dreams? Use Dreamcatcher to collect your financial dreams, so you can see your future. Talk to your advisor. And start a plan.! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 17!
    • Prudential – Day One Campaignv  dayonestories.com is a microsite experience to share the stories (through photos) of hundred’s of people on their first day of retirement!v  Content includes photos and several videos and is integrated with a national TV ad campaign!!v  Accompanying PDF of 31 facts about retiring ranging from trends to financial stats!v  Options include viewing dayone pictures, creating and fostering peer discussions, and access to speak with a professional!v  Integration of campaign content with the Prudential website, access to printable articles and guides, and tools and calculators!! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 18!
    • Prudential – Day One Campaign v  Prudential’s emphasis on the growing population of people retiring – 10k per day! v  Link to PDF of 31 facts about retiring ranging from trends to financial stats http://www.dayonestories.com/pdf/ retirement_facts.pdf! v  Creates a sense of community and belonging for people approaching or in retirement! v  Preparing for Day One provides a consultative approach to planning for retirement ! v  Access to downloadable articles, links to prudential.com, and access to a Retirement Calculator app! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 19!
    • TIAA-CREF Raise The Rate Campaign•  Crowdsourcing contest to generate ideas to increase the country’s savings rate!•  Facebook based contest for campaign communication and engagement!•  Asked the audience for brief summaries of ideas to generate savings solutions!•  Selected the top 50 and requested multi-media submissions!•  Enlisted prominent judges including Maria Bartiromo and Aaron Patzer (founder of Mint)!•  Selected top 10 for Grand Prize and People’s Choice Award! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 20!
    • ObjectiveLeverage  social  media  to  posi>on  the  TIAA-­‐CREF  as  a  progressive,  trusted  brand,  leading  the  discussion  of  the  country’s  savings  rate  crisis   Public  Message   Outcomes   Turn   Generate   AQract  a    Employees   Buzz,  Ideas  &    Younger   Into    UGC   Demographic   Advocates   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 21!
    • Pre-launch Teaser Page And Created Edgy Videos To BuildAwareness v  Created tab on existing Facebook page! v  Preview of teaser prior to launch! v  Usage of facts and questions increased engagement of visitors! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 22!
    • Posted The Winners For The Grand Prize, People’s Choice,Institutional Submissions, And 10 Finalists   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 23!
    • American Express Has Spent Years Developing The OPENSmall Business Network community   v  The OPEN Forum is a central location for the small business community! v  OPEN is American Express’ strategy to create market leadership and engagement beyond its customer base! v  OPEN Forum includes pertinent articles, blogs, and contributors! v  Articles and content throughout OPEN Forum can be shared through Twitter, Facebook, Linkedin, emai, RSS, etc. ! v  American Express exports their information across websites and social media sites! v  Mobile and tablet applications are being introduced as another access point! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 24!
    • USAA Is An Innovative Leader That Has Integrated SocialMedia Into Its Business Model   v  An early adopter of technology and a leader in social media! v  Over 207k Facebook likes and 25k Twitter followers ! v  Community hub includes 3 communities:! v  Military Spouse! v  Military Veterans! v  Financial Advice! v  Members have access to a variety of blogs, USAA product reviews, member to member inquires! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 25!
    • Social Media Game Plan! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 26!
    • The Obstacles © 2011 Blue Panda Interactive. Proprietary And Confidential.! 27!
    • “Start Before You Start”1.  Identify clear objectives !2.  Gather support across your company!3.  Evaluate metrics and measures of success!4.  Partner closely with your compliance colleagues !5.  Make employees advocates! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 28!
    • Social Media Considerations1.  Know your community and create compelling content for them!2.  Focus efforts on conversation and engagement!3.  Craft an integrated campaign across touch points to amplify message!4.  Break new ground, take risks!5.  Devise ways to create user generated content and audience participation! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 29!
    • Social Media: The Important Don’ts1.  Censor user generated content!2.  Neglect your community with stale content!3.  Be afraid to experiment!4.  Limit your content to one format!5.  Under invest in monitoring! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 30!
    • Monitoring Social Platforms Are A Foundational ComponentOf A Social Media Strategy•  Customer sentiment and feedback is increasingly spread across a broader array of social channels and platforms!•  Resolving issues can be reactive for issues that come to firms’ social platforms or proactive monitoring of chatter elsewhere!•  Third-party monitoring platforms allow companies to see what is being said about your brand across Facebook, YouTube, Twitter, blogs, and ratings!•  This knowledge allows organizations to gain valuable insights and to decide how or whether to respond to complaints or questions!•  Resolving a dissatisfied customer’s complaint can avoid brand and reputation risk from spreading virally! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 31!
    • You Have An Opportunity To Influence The Direction You’reHeaded © 2011 Blue Panda Interactive. Proprietary And Confidential.! 32!
    • Q&A   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 33!
    • Blue   Panda   Interac>ve   [Digital   Consultancy   +   Crea>ve   Agency]:   Merging   the  brains  of  a  strategic  consultancy  and  the  innova>ve  approach  of  an  agency  to  transform  customer  experiences.    We  focus  on  digital  strategy,  media,  and  analy>cs  to  connect  brands  with  their  customers.  We  leverage  innova>ve  ideas  that  are  based  on  business  goals  and  customer   needs   to   execute   winning   strategies.   We   believe   integrated  marke>ng   and   content   are   key   ingredients   to   connect   and   engage   with   your  customers   and   fans.   We   share   a   passion   to   drive   business   outcomes   and  delight  customers.   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 34!