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Social Media Engagement 2012
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Social Media Engagement 2012

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It's 2012, and we are five years into the social media revolution. Is it the best thing since slice bread or a complete waste of time?

It's 2012, and we are five years into the social media revolution. Is it the best thing since slice bread or a complete waste of time?

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Transcript

  • 1. SOCIAL MEDIAENGAGEMENT 2012 Morriss Partee
  • 2. WORLD 2.0: I can get• ANY information about • ANYthing, ANY place,ANY one, or ANY business at ANY TIME. (oh, and I can’t get lost, either)
  • 3. Where are we at?
  • 4. Most complete waste of time EVAH
  • 5. Most amazing thing EVAH
  • 6. Social media is a waste of timefor most banks & credit unions –The Financial Brandhttp://thefinancialbrand.com/15465/11-reasons-social-media-is-a-waste- of-time-for-financial-institutions/
  • 7. Brent Dixon’s response to the Financial Brand’s article — The Cooperative Trusthttp://trust.coop/2010/11/re-why-social-media-is-a-waste-of-time-for- most-banks-credit-unions/
  • 8. POINTSocial Media has been around for five years. If it was so great, we’d see FIs using it successfully everywhere.
  • 9. COUNTERPOINT While social media may be old, FIs and other brands using it asa marketing medium is still in itsinfancy (and only now has it gone mainstream for the public)
  • 10. POINT You’re Boring
  • 11. COUNTERPOINTYou’re more than boring, you’re socially awkward – you talkabout yourself and boring things
  • 12. POINTBanking is boring
  • 13. COUNTERPOINTBanking is boring...having money is not
  • 14. New FI campaigns in social media Bank of Ann Arbor Non-local banks think_____ https://www.boaa.com/locallandmarks/index.aspx/http://www.americanbanker.com/issues/177_97/Bank-of-Ann-Arbor-uses- Facebook-in-ad-campaign-1049428-1.html
  • 15. Bank Transfer Dayhttp://www.csmonitor.com/USA/Politics/2011/1107/Bank-Transfer-Day-How- much-impact-did-it-have
  • 16. B of A’s twitter response teamhttp://agbeat.com/real-estate-technology-new-media/short-sale-success-thanks-to- twitter/
  • 17. Dell Financial sells $6.5million per year via twitterhttp://www.webpronews.com/dell-attributes-65-million-in-sales-to- twitter-2009-12
  • 18. What should I do now?
  • 19. There’s no such thing as asocial media strategy - only a business strategy -Ron Shevlin http://snarketing2dot0.com/2012/06/05/heres-what-i-believe/
  • 20. How can social media support or amplify (or even drive) your current marketing campaigns?
  • 21. THINKING CAP TIME
  • 22. Pick/invent 1 productBrand/positioning statementMarketing campaign/creative direction Social Media component
  • 23. Ballroom dancers Travelers Upper incomeService/community oriented, volunteer
  • 24. Computer savvy Artistic Music Spontaneous
  • 25. Administrative professional Family oriented Part time chauffeur Pressed for time, always
  • 26. Tech-savvy Love animals Couch potatoesShort-attention span
  • 27. SHIFTING GEARS
  • 28. NET PROMOTER SCORE
  • 29. NET PROMOTER SCORE Criticisms: Not predictive Not actionable Intent ≠ Action Referral ≠ PurchaseVery broad (company? product?)http://www.clickz.com/clickz/column/1707482/whats-wrong-with-net-promoter-score http://www.customersatisfactionstrategy.com/netpromoterscore.html
  • 30. CUSTOMER EFFORT SCORE
  • 31. How much effort did youpersonally have to put forth to handle your request? (rate 1[low effort] to 5 [high effort]) http://thinkinglikeacustomer.com/customer-experience/customer-effort/
  • 32. How much effort does a newperson have to put forth to open an account online?
  • 33. How much effort does a customer/member have to put forth to find yourbranch hours and locations?
  • 34. How much effort does yourcustomer/member have to put forth to apply for a loan online?
  • 35. TIME TOJUMP IN!
  • 36. Social Media/Networking Morriss Partee Chief Experience Officer EverythingCU.com morriss@everythingcu.com 413·535·0621 http://everythingcu.wordpress.comFriend me on EverythingCU, Facebook, Twitter, LinkedIn Today’s slides are on Slideshare.net