SOCIAL MEDIAENGAGEMENT    2012 Morriss Partee
WORLD 2.0:        I can get• ANY information about • ANYthing, ANY place,ANY one, or ANY business     at ANY TIME. (oh, an...
Where are we at?
Most complete waste   of time EVAH
Most amazing thing      EVAH
Social media is a waste of timefor most banks & credit unions                                   –The Financial Brandhttp:/...
Brent Dixon’s response to the   Financial Brand’s article                           — The Cooperative Trusthttp://trust.co...
POINTSocial Media has been around  for five years. If it was so great, we’d see FIs using it   successfully everywhere.
COUNTERPOINT While social media may be old, FIs and other brands using it asa marketing medium is still in itsinfancy (and...
POINT        You’re Boring
COUNTERPOINTYou’re more than boring, you’re  socially awkward – you talkabout yourself and boring things
POINTBanking is boring
COUNTERPOINTBanking is boring...having money is not
New FI campaigns in social media        Bank of Ann Arbor   Non-local banks think_____          https://www.boaa.com/local...
Bank Transfer Dayhttp://www.csmonitor.com/USA/Politics/2011/1107/Bank-Transfer-Day-How-                        much-impact...
B of A’s twitter    response teamhttp://agbeat.com/real-estate-technology-new-media/short-sale-success-thanks-to-         ...
Dell Financial sells $6.5million      per year via twitterhttp://www.webpronews.com/dell-attributes-65-million-in-sales-to...
What should I do now?
There’s no such thing as asocial media strategy - only a       business strategy                  -Ron Shevlin http://snar...
How can social media support or amplify (or even drive)  your current marketing        campaigns?
THINKING CAP TIME
Pick/invent 1 productBrand/positioning statementMarketing campaign/creative         direction  Social Media component
Ballroom dancers              Travelers           Upper incomeService/community oriented, volunteer
Computer savvy   Artistic    Music Spontaneous
Administrative professional     Family oriented   Part time chauffeur Pressed for time, always
Tech-savvy   Love animals  Couch potatoesShort-attention span
SHIFTING GEARS
NET PROMOTER SCORE
NET PROMOTER SCORE           Criticisms:         Not predictive         Not actionable        Intent ≠ Action     Referral...
CUSTOMER EFFORT SCORE
How much effort did youpersonally have to put forth to handle your request? (rate 1[low effort] to 5 [high effort])   http...
How much effort does a newperson have to put forth to  open an account online?
How much effort does a customer/member have to   put forth to find yourbranch hours and locations?
How much effort does yourcustomer/member have to put   forth to apply for a loan            online?
TIME TOJUMP IN!
Social Media/Networking                 Morriss Partee               Chief Experience Officer                  EverythingC...
Social Media Engagement 2012
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?

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  • Transcript of "Social Media Engagement 2012"

    1. 1. SOCIAL MEDIAENGAGEMENT 2012 Morriss Partee
    2. 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. 3. Where are we at?
    4. 4. Most complete waste of time EVAH
    5. 5. Most amazing thing EVAH
    6. 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. 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. 8. POINTSocial Media has been around for five years. If it was so great, we’d see FIs using it successfully everywhere.
    9. 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. 10. POINT You’re Boring
    11. 11. COUNTERPOINTYou’re more than boring, you’re socially awkward – you talkabout yourself and boring things
    12. 12. POINTBanking is boring
    13. 13. COUNTERPOINTBanking is boring...having money is not
    14. 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. 15. Bank Transfer Dayhttp://www.csmonitor.com/USA/Politics/2011/1107/Bank-Transfer-Day-How- much-impact-did-it-have
    16. 16. B of A’s twitter response teamhttp://agbeat.com/real-estate-technology-new-media/short-sale-success-thanks-to- twitter/
    17. 17. Dell Financial sells $6.5million per year via twitterhttp://www.webpronews.com/dell-attributes-65-million-in-sales-to- twitter-2009-12
    18. 18. What should I do now?
    19. 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. 20. How can social media support or amplify (or even drive) your current marketing campaigns?
    21. 21. THINKING CAP TIME
    22. 22. Pick/invent 1 productBrand/positioning statementMarketing campaign/creative direction Social Media component
    23. 23. Ballroom dancers Travelers Upper incomeService/community oriented, volunteer
    24. 24. Computer savvy Artistic Music Spontaneous
    25. 25. Administrative professional Family oriented Part time chauffeur Pressed for time, always
    26. 26. Tech-savvy Love animals Couch potatoesShort-attention span
    27. 27. SHIFTING GEARS
    28. 28. NET PROMOTER SCORE
    29. 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. 30. CUSTOMER EFFORT SCORE
    31. 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. 32. How much effort does a newperson have to put forth to open an account online?
    33. 33. How much effort does a customer/member have to put forth to find yourbranch hours and locations?
    34. 34. How much effort does yourcustomer/member have to put forth to apply for a loan online?
    35. 35. TIME TOJUMP IN!
    36. 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
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