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Kiosk and Display - Social Signage Boot Camp Presentation
 

Kiosk and Display - Social Signage Boot Camp Presentation

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Social Media and Digital Signage are the perfect match. Learn how to implement social signage gain fans and followers.

Social Media and Digital Signage are the perfect match. Learn how to implement social signage gain fans and followers.

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  • Welcome
  • Kiosk & Display: Engaging kiosks and digital signage, branded content, planning and support.
  • Langdon Andrews is Vice President of Business Development at Kiosk & Display. He has played a prominent role in defining the trends & challenges for the financial services retailing market. <br /> <br /> Prior to joining Kiosk & Display, he was a Partner at Semaphore Inc. a retail design firm. His client work included Machias Savings Bank, Hanmi Bank, Beneficial Bank, Bank of Marin, Advantage Bank and Amalgamated Bank. He is graduate of the ABA School of Bank Marketing and Management.
  • Sharon Klocek-Ibbotson is the Creative Services Team Leader at Kiosk & Display. She has been the energizing force in making bank content relevant to customer and she has also been instrumental in bringing social media to the in-branch digital display.
  • As traditional media become less and less effective. Social Media has become the place to have conversations with customers.
  • As traditional media become less and less effective. Social Media has become the place to have conversations with customers. <br /> ... new home of conversation.
  • Too often digital signage is ignored because of stale content. Delivering tweets and messages on screen to the branch ensures that your messages will be heard and encourages your customers to join the conversation. <br /> Sharon - Thanks joining me online today. I have been fired-up about Social Media and Digital Signage since the last ABA Marketing Conference.
  • That is where I heard ABA Social Media speaker - Virginia Miracle, Ogilvy PR. I asked her about putting social media posts on digital signs inside branch lobbies? She answered &#x201C;interesting!... yes... if active&#x201D; (must have social value). So we were very fired up, came back to our offices and look at our client base for customers who were doing social media and help them get it on screen.
  • Here is a sample of what an active twitter account might look like on your digital signage. We can do this for Twitter or we can do this with Facebook when Facebook is linked through to your Twitter account. (This is a free application feature in Facebook). <br /> <br /> We found - many marketing groups (like many of you from our survey) are struggling with social media. So we decided to help.
  • So we started a Social Signage Readiness Project and chose First Federal of Cullman, AL as our first digital signage customer to help. <br /> First Federal has been a customer of ours for more than a year and enjoyed bringing their clear sense of brand and communication to life on screen.
  • We love that they use topics close to customer hearts. This is a great example of their Kids Savings Account promotion.
  • To help keep content fresh in tight budget times, we built them a custom message screen they update from their desktop as often as they wish. (screen)
  • When we saw that they had a serious effort to get out there in Social Media - we contacted them about brining social media to screen. <br /> The only problem was - like some of you - no one was listening yet. First Federal had put most of their efforts into blogs but was not please with it&#x2019;s traffic and frustrated by the lack of participation. They had gotten out there onto Facebook and Twitter but had not yet concentrated on getting fans and followers. Unsure about how to generate the followers and challenged by what to do for content. <br /> We offered to help and started with defining the goals and objectives.
  • We identified 5 general uses of social media and asked First Federal what they wanted to focus on. (screen)
  • First Federal chose... (screen)
  • So these are the goals we set with First Federal. (screen)
  • (screen) Now that we have a starting point - we developed an implementation plan.
  • Our implementation covers... (screen)
  • Part of our implementation is the education of First Federal staff (both employees who use social media personally and First Federals social reps). Those using social media personally and as reps need to know what the rules of engagement are when they choose to talk about the institution, it&#x2019;s products or employees. (screen 3-R&#x2019;s) <br /> Compliance comes into play when financial institutions choose to talk about products with keywords (we call them trigger words) that require a disclosure. First Federal Cullman decided to take conversations about product specifics offline and avoided compliance requirements. If they wished to go down this route we would have suggested a database that would track keywords to disclosures and explored the possibility of desktop and phone apps to make keyword ID requiring discloses easy to identify on the fly and instantly link.
  • Profile & Presentation Polish - site look, improve keyword search of profiles and value statements. Also ad hours & privacy statements. (screen)
  • (screen)
  • (screen) Fostering conversation - will often lead to sales, but it should never smell like a sales effort. (Guy in the room.) <br /> When we listen - listen some more, ask, respond, share and provide service.... we add value and if we can do it with a personal touch we humanize the experience. <br /> Optional Note: Don&#x2019;t forget the human part. (Side note: How many users of Facebook have recently gotten updates about friends doing farming (barn raising, tracker awards) or jungle room updates? These auto update can be fun if you are playing the game, they can be automatically generated noise. Far less human touch than an update from a friend or colleague.
  • Examples: Inbound Marketing <br /> <br /> This is a great example of a way for your social media to be a central spot for community events. I would love to see financial instituations get out there and find or fund a group to do these community updates - with links back.
  • One of our customers - Androscoggin Bank has a convert venue sponsorship that keeps their name and connections. We think this idea when linked to the banks main social site with some crossover promotion would extend their reach.
  • (screen) Re-use classic media. Example Greylock Federal Credit Union. <br /> <br /> Surprise at number of classic commercial and media fans out there. (sitter reference)
  • Great example of a bank sharing about it&#x2019;s community investment in schools.
  • Create excitement by encouraging community talent. (screen)
  • (screen) Here is an example of a Credit Union Association that awarded $5,000 for the best video promoting credit unions. (Posting sample links on Facebook over the next few days)
  • (screen) So for First Federal&#x2019;s Marketing & Promotion goals we liked the idea of fostering talent as another content generation plan. <br /> We recommended a YouTube contest - What are you saving for? video by customers. <br /> Also, we really liked the idea of supporting the banks business customers by finding customers who are generating good social media and re-tweeting / sharing about them.
  • For First Federals Customer Service Goals we like a Do a nice thing Campaign and a How are you today campaign.
  • (screen) We will of recommend that First Federal listen and adjust our questions to match what is going on with customers. <br /> We felt that the question were important since for it is easier for customers to respond to questions and ideas then to generate one on their own.
  • (screen) In this effort we are trying to appeal to people who like to help. They are good examples and customers and if engaged can become a independent spokes person for your bank.
  • (screen) Need to measure. Need the right tools.
  • (screen) Need to measure. Need the right tools. <br /> note: I will be posting links Facebook page to these monitoring review sites for anyone who would like more information.
  • In closing... (screen) <br /> <br /> It is after all - social.
  • For updates, ongoing ideas & questions: fan us on Facebook - search kiosk and display <br /> or follow Langdon Andrews on twitter

Kiosk and Display - Social Signage Boot Camp Presentation Kiosk and Display - Social Signage Boot Camp Presentation Presentation Transcript

  • Engaging, branded content, planning and support.  Kiosk & Display delivers digital signage, interactive kiosks and content that creates opportunities to inform and connect with customers. Kiosk & Display also provides content management and support to ensure your message stays fresh and your system monitored 24/7. Kiosk & Display was founded in 2001. Today we continue to use results to define great digital signage, successful interactive kiosks. Working with Kiosk & Display clients define success and we provide the expertise, content, products, services and software to deliver results.
  • Langdon Andrews Langdon Andrews is Vice President of Business Development at Kiosk & Display. He has played a prominent role in defining the trends & challenges for the financial services retailing market. Prior to joining Kiosk & Display, he was a Partner at Semaphore Inc. a retail design firm. His client work included Machias Savings Bank, Hanmi Bank, Beneficial Bank, Bank of Marin, Advantage Bank and Amalgamated Bank. He is graduate of the ABA School of Bank Marketing and Management.
  • Sharon Klocek-Ibbotson Sharon Klocek-Ibbotson is the Creative Services Team Leader at Kiosk & Display. She has been the energizing force in making bank content relevant to customer and she has also been instrumental in bringing social media to the in-branch digital display. Prior to joining Kiosk & Display, she was a interactive media leader at In- Seitz, Inc. were she pioneered creative digital media and interactive web media. Later she was a managing partner at BizBuzz Interactive were she led the creation of animations for Eastman Kodak and Bausch & Lomb, Inc. Her client work also included The Coca-Cola Company, and Xerox Corporation. She is a graduate of the Rochester Institute of Technology. Her bank industry client work includes, Wachovia, Flagstar Bank, M&T Bank, Machias Savings Bank, Beneficial Bank, and Amalgamated Bank.
  • Getting Started Why Social Media??? Why digital Social signage ???
  • Getting Started Why Social Media??? new home of conversation Why digital Social signage ???
  • Getting Started Why Social Media??? new home of conversation Why digital Social signage ??? fresh content shows confidence educates transparency
  • Getting Started Why digital Social signage ??? ABA social speaker, digital strategist Virginia Miracle, Ogilvy PR “[re: bank social signage] interesting!... yes... if active” (must have social value)
  • Getting Started
  • Getting Started
  • Getting Started
  • Getting Started First Federal Social Signage Readiness Effort
  • Getting Started Goals & Objectives Social Media Use 1) community building 2) product research 3) customer service 4) marketing & promotion 5) transparency (trust building)
  • Getting Started Goals & Objectives Social Media Use - First Federal 1) community building 2) product research 3) customer service 4) marketing & promotion 5) transparency (trust building)
  • First Federal Getting Started 60 days Goals & Objectives 1) Community Building: Increase the number of followers Twitter and or Facebook followers tied into the local Cullman Community. measurable: Twitter and or Facebook follows increase from less than 25 to 3-5% of the total number of bank customers (4,000 plus customers) 2) Marketing & Promotion: Create social opportunities for nancial conversations with customers. measurable: Capture 10-15 nancial based conversations on bank Twitter or Facebook, created by customers or potential customers.
  • First Federal Getting Started 60 days Goals & Objectives 3) Customer Service: Create an opportunity to address customer service issues with social media. measurable: Capture 10-15 customer support conversations on bank Twitter or Facebook, created by customers or potential customers.
  • First Federal Getting Started 60 days Implementation - Social Media Policy & Compliance - Profile & Presentation Polish - Getting Followers - Knowing What to Say - Measuring Results
  • First Federal Getting Started 60 days Implementation - Social Media Policy Educate: 3 R’s for employees and social reps (representation, responsibility and respect) on social media sites - Compliance Decide: if your social media txt will include product info that requires disclosure statements - like print. Social disclosures will require a link - not the full disclosure. These disclosures need to be documented. (check our Facebook site for suggestions on monitoring software)
  • First Federal Getting Started 60 days Implementation - Profile & Presentation Polish Edit: Polish site look, improve keyword search of profiles and value statements. Also ad hours & privacy statements. (before) (before)
  • First Federal Getting Started 60 days Implementation - Getting Followers Goal #1:Community Building Campaign: Follow Us, Give Back Campaign 1st 100 to join (fan us on Facebook) - get $25 donated to favorite school, church, charity or social network. 4 weeks - each week the 1st 25 new fans are awarded donations to maximize buz about the campaign.
  • First Federal Getting Started 60 days Implementation - Knowing What to Say Goal #2: Marketing & Promotion Key Point: This is NOT a push media. Not a push of product. Not a push for marketing messages. Listen, listen, ask, respond, share, service... (repeat) Humanize the experience.
  • Re-post / sponsor community news (service)
  • sponsored concert news via venu name (service)
  • Re-use classic commercials, history & media. There is a whole following out there.
  • Connect through your community investment - schools , the zoo, music, art +
  • Create excitement by encouraging community talent.
  • Getting Started 60 days Implementation - Knowing What to Say Goal #2: Marketing & Promotion
  • First Federal Getting Started 60 days Implementation - Knowing What to Say Goal #2: Marketing & Promotion Campaign Ideas: Video (YouTube) Contest - What are you saving for? Shared Business - Business Re-tweets / Share
  • First Federal Getting Started 60 days Implementation - Knowing What to Say Goal #3: Customer Service Campaign Ideas: Do a nice thing today. How are you today?
  • First Federal Getting Started 60 days Implementation - Knowing What to Say Goal #2: Marketing & Promotion Campaign: How are you today? Ask customers weekly questions about what they care about to foster conversation. Follow-up with related in- branch activities, helpful comments or understanding. What is your favorite pet name? Justin in accounting just got a puppy. What is the hardest part of your day? We need coffee to... (3 r’s reminders) What is your biggest expense? Staff poll says groceries... (include privacy reminders) How can we help you bank better?
  • First Federal Getting Started 60 days Implementation - Knowing What to Say Goal #2: Marketing & Promotion Campaign: Do a nice thing today. Weekly Ask customers... Do something nice today? Follow up with what bank / staff did to be nice. Close with... “We like being nice. How can we be nice to you?
  • First Federal Getting Started 60 days Implementation - Measuring Results Tools: Measure before, after - ongoing 85% don’t know there are tools - no clue of success Tools range from free to mostly free to enterprise class
  • First Federal top tools: Radian6, Sysomos nearly free tools: Trackur, Post Rank Getting Started 60 days
  • Look at how your bank approaches their market and works to develop new relationships. That is Social Media. Listening To Customers, Acting On Conversations Organization and Event Sponsorships History in the Community Helpful, Special Expertise – Small Business, Insurance Engage customers with a personal relationship.
  • CONTACT INFO Langdon Andrews Sharon Klocek-Ibbotson 404-551-3118 404-551-2118 langdon@kioskanddisplay.com content@kioskanddisplay.com www.kioskanddisplay.com www.kioskanddisplay.com For updates, ongoing ideas & questions: fan us on : Kiosk and Display follow us on : Langdon Andrews