The Role and Risksof Social MediaKristin Sundin BrandtSundin Associates, Inc.
©2013,SundinAssociatesHello.
©2012,SundinAssociates©2013,SundinAssociatesWhySocialMedia?67% of online adultsuse social networking67% of online adultsus...
©2012,SundinAssociates©2013,SundinAssociatesWhySocialMedia?Source: 2012 J.D. Power and Associates US Retail Banking Satisf...
©2012,SundinAssociates©2013,SundinAssociatesTheRoleofSocialCustomer ServiceCustomer ServiceAwareness/BrandingAwareness/Bra...
©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
©2012,SundinAssociates©2013,SundinAssociatesAwareness/BrandingAverage Facebookuser has 245 friendsAverage Facebookuser has...
©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
©2012,SundinAssociates©2013,SundinAssociatesCustomerServiceState of the Media: The Social Media Report – 2013http://www.ni...
©2012,SundinAssociates©2013,SundinAssociatesCustomerServiceState of the Media: The Social Media Report – 2013http://www.ni...
©2012,SundinAssociates©2013,SundinAssociatesCustomerService
©2012,SundinAssociates©2013,SundinAssociatesCustomerService
©2012,SundinAssociates©2013,SundinAssociatesCustomerService
©2012,SundinAssociates©2013,SundinAssociatesCustomerService
©2012,SundinAssociates©2013,SundinAssociatesCustomerService
39,220 following39,220 following37,501 followers37,501 followers©2012,SundinAssociates©2013,SundinAssociatesCustomerService
©2012,SundinAssociates©2013,SundinAssociatesCustomerService
©2012,SundinAssociates©2013,SundinAssociatesCustomerService
©2012,SundinAssociates©2013,SundinAssociatesProductPromotionThe New Social Etiquette for Capturing the Online Consumerhttp...
©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
©2012,SundinAssociates©2013,SundinAssociatesProductPromotionFacebook users who live within 10 miles of CentralVillage, CT,...
©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
©2012,SundinAssociates©2013,SundinAssociatesWhataretherisks?PEOPLEComplianceReputationSecurityEmployees
©2013,SundinAssociatesWhataretherisks?“You should help at the food pantry...that’swhere all your customers are going to en...
©2012,SundinAssociates©2013,SundinAssociatesWhataretherisks?Believe it or not, today, overfour years after I closed mylast...
©2012,SundinAssociates©2013,SundinAssociatesWhataretherisks?
©2013,SundinAssociatesWhataretherisks?
©2013,SundinAssociatesWhataretherisks?
©2013,SundinAssociatesWhataretherisks?keyinfluencer True confession but I’m in one ofthose towns where scratch my head and...
©2013,SundinAssociatesWhataretherisks?
©2013,SundinAssociatesWhataretherisks?included in the raffle will beall members who liked ourpage starting with this post....
©2013,SundinAssociatesWhataretherisks?
©2013,SundinAssociatesWhataretherisks?“Do your customers know you’re a rightwing lunatic? Does your board careabout their ...
©2013,SundinAssociatesWhataretherisks?
©2013,SundinAssociatesWhataretherisks?
©2013,SundinAssociatesTheRewards
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/Conversation# ...
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/©2012,SundinAs...
Evaluate & Select ChannelsEstablish Goals/ManageExpectationsCreate Communications StrategyMeasure & Re-evaluatePlan for th...
©2012,SundinAssociates©2013,SundinAssociatesQuestions?
Kristin-Sundin-Brandt.com©2012,SundinAssociates©2013,SundinAssociatesThankYou!
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Roles & Risks of Social Media

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Presentation given to attendees of the the Indiana Bankers Association's 2013 Mega Conference.

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Roles & Risks of Social Media

  1. 1. The Role and Risksof Social MediaKristin Sundin BrandtSundin Associates, Inc.
  2. 2. ©2013,SundinAssociatesHello.
  3. 3. ©2012,SundinAssociates©2013,SundinAssociatesWhySocialMedia?67% of online adultsuse social networking67% of online adultsuse social networkingPew Internet: Social Networkinghttp://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx• Facebook – 67%• Twitter – 16%• Pinterest - 15%• Instagram – 13%• Tumblr – 6%• Facebook – 67%• Twitter – 16%• Pinterest - 15%• Instagram – 13%• Tumblr – 6%
  4. 4. ©2012,SundinAssociates©2013,SundinAssociatesWhySocialMedia?Source: 2012 J.D. Power and Associates US Retail Banking Satisfaction Study. © 2012 J. D. Power andAssociates. The McGraw-Hill Companies, Inc. All Rights Reserved. Reproduction Prohibited
  5. 5. ©2012,SundinAssociates©2013,SundinAssociatesTheRoleofSocialCustomer ServiceCustomer ServiceAwareness/BrandingAwareness/BrandingProduct PromotionProduct Promotion
  6. 6. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
  7. 7. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
  8. 8. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
  9. 9. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
  10. 10. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
  11. 11. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
  12. 12. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/BrandingAverage Facebookuser has 245 friendsAverage Facebookuser has 245 friendsThe Average American Knows 355 More People Than She Has Facebook Friendshttp://www.theatlanticwire.com/technology/2013/02/real-friends-vs-facebook-friends/62310/
  13. 13. ©2012,SundinAssociates©2013,SundinAssociatesAwareness/Branding
  14. 14. ©2012,SundinAssociates©2013,SundinAssociatesCustomerServiceState of the Media: The Social Media Report – 2013http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf47% of socialmedia usersengage in socialcare.47% of socialmedia usersengage in socialcare.One in three socialmedia users prefersocial care tocontacting acompany by phoneOne in three socialmedia users prefersocial care tocontacting acompany by phone
  15. 15. ©2012,SundinAssociates©2013,SundinAssociatesCustomerServiceState of the Media: The Social Media Report – 2013http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf• Facebook | Company’s Page – 29%• Official Company Blog – 15%• Twitter | Company’s Handle – 13%• YouTube | Company’s Channel – 12%• Facebook | Company’s Page – 29%• Official Company Blog – 15%• Twitter | Company’s Handle – 13%• YouTube | Company’s Channel – 12%
  16. 16. ©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  17. 17. ©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  18. 18. ©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  19. 19. ©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  20. 20. ©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  21. 21. 39,220 following39,220 following37,501 followers37,501 followers©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  22. 22. ©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  23. 23. ©2012,SundinAssociates©2013,SundinAssociatesCustomerService
  24. 24. ©2012,SundinAssociates©2013,SundinAssociatesProductPromotionThe New Social Etiquette for Capturing the Online Consumerhttp://blog.ness.com/Portals/72124/docs/FS_Social_CRM_WP_042911.pdf40-45% get advice onand make decisionsabout investments,loans and retirement.40-45% get advice onand make decisionsabout investments,loans and retirement.Social media userspurchase up to 25% morefinancial products thanconsumers who don’t useit.Social media userspurchase up to 25% morefinancial products thanconsumers who don’t useit.
  25. 25. ©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
  26. 26. ©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
  27. 27. ©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
  28. 28. ©2012,SundinAssociates©2013,SundinAssociatesProductPromotionFacebook users who live within 10 miles of CentralVillage, CT, Danielson, CT, East Killingly, CT, Jewett City,CT, Killingly Center, CT, Preston City, CT, South Killingly,CT or Preston, CT, age 18 and older, who are not alreadyconnected to Jewett City Savings Bank71,280
  29. 29. ©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
  30. 30. ©2012,SundinAssociates©2013,SundinAssociatesProductPromotion
  31. 31. ©2012,SundinAssociates©2013,SundinAssociatesWhataretherisks?PEOPLEComplianceReputationSecurityEmployees
  32. 32. ©2013,SundinAssociatesWhataretherisks?“You should help at the food pantry...that’swhere all your customers are going to endup!”“...u are a piece of sh**.”“Screw you.”“I bank at ... here in MountainHome, Ar. Weve got the best.”“My account number is...”“I have a love/haterelationship with...”“After 30 years as a customer I wish therewas a dislike button for the company.”
  33. 33. ©2012,SundinAssociates©2013,SundinAssociatesWhataretherisks?Believe it or not, today, overfour years after I closed mylast Peoples account, I gotspam from them that began"Dear Valued Customer”! Whata riot!Believe it or not, today, overfour years after I closed mylast Peoples account, I gotspam from them that began"Dear Valued Customer”! Whata riot!
  34. 34. ©2012,SundinAssociates©2013,SundinAssociatesWhataretherisks?
  35. 35. ©2013,SundinAssociatesWhataretherisks?
  36. 36. ©2013,SundinAssociatesWhataretherisks?
  37. 37. ©2013,SundinAssociatesWhataretherisks?keyinfluencer True confession but I’m in one ofthose towns where scratch my head and say “Iwould die if I had to live here!”keyinfluencer True confession but I’m in one ofthose towns where scratch my head and say “Iwould die if I had to live here!”
  38. 38. ©2013,SundinAssociatesWhataretherisks?
  39. 39. ©2013,SundinAssociatesWhataretherisks?included in the raffle will beall members who liked ourpage starting with this post.included in the raffle will beall members who liked ourpage starting with this post.the person who wins must beamember.the person who wins must beamember.
  40. 40. ©2013,SundinAssociatesWhataretherisks?
  41. 41. ©2013,SundinAssociatesWhataretherisks?“Do your customers know you’re a rightwing lunatic? Does your board careabout their fiduciary duty not to employsuch a person in a business that catersto people to deplore the “values”expressed by said lunatic?”“Do your customers know you’re a rightwing lunatic? Does your board careabout their fiduciary duty not to employsuch a person in a business that catersto people to deplore the “values”expressed by said lunatic?”
  42. 42. ©2013,SundinAssociatesWhataretherisks?
  43. 43. ©2013,SundinAssociatesWhataretherisks?
  44. 44. ©2013,SundinAssociatesTheRewards
  45. 45. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/Conversation# of replies or commentsAmplification# of retweets or sharesEconomic ValueSum of Short and Long Term Revenue and Cost SavingsApplause# of likes or favorites©2012,SundinAssociates©2013,SundinAssociatesTheRewards
  46. 46. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/©2012,SundinAssociates©2013,SundinAssociatesTheRewards
  47. 47. Evaluate & Select ChannelsEstablish Goals/ManageExpectationsCreate Communications StrategyMeasure & Re-evaluatePlan for the Worst©2012,SundinAssociates©2013,SundinAssociatesRecommendationsTrain Employees
  48. 48. ©2012,SundinAssociates©2013,SundinAssociatesQuestions?
  49. 49. Kristin-Sundin-Brandt.com©2012,SundinAssociates©2013,SundinAssociatesThankYou!

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