FIs Respond to Bloggers


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See examples of how different FIs have responded to bloggers, or how they have missed opportunities to do so.

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FIs Respond to Bloggers

  1. 1. responding to bloggers playing on their turf online innovations in financial services marketing january 23, 2008 william azaroff interactive marketing & channel manager
  2. 2. a changing economy
  3. 3. the blogosphere
  4. 4. If a member of your (FI) was standing in the middle of a town square in front of a rapt crowd, praising or criticizing your service or products, would you go outside and listen? - Laureen Griffin, Enterprise Magazine
  5. 5. be ready to change your culture
  6. 6. let’s begin
  7. 7. courtesy of Brad Garland when in doubt, search
  8. 8. courtesy of Brad Garland
  9. 9. courtesy of Trey Reeme
  10. 10. lesson 1 search engines often love blogs that you don’t
  11. 11. understanding the importance of a blog
  12. 12. where is TD?
  13. 14. your tools
  14. 15. Technorati authority Technorati Authority is the number of blogs linking to a website in the last six months . The higher the number , the more Technorati Authority the blog has.
  15. 16. lesson 2 Technorati authority ranking is a snapshot of the importance of a blog
  16. 17. courtesy of Ron Shevlin blogs build on each other
  17. 18. lesson 3 blog posts spread at the speed of conversation
  18. 19. courtesy of Denis Vacher people can create change
  19. 20. lesson 4 social media empowers consumers
  20. 21. courtesy of Jurie Pieterse people are passionate about their money
  21. 22. lesson 5 sometimes your detractors really want to love you
  22. 23. courtesy of Jurie Pieterse respond genuinely
  23. 24. lesson 6 authenticity is crucial (as is a strong brand)
  24. 25. courtesy of Tim McAlpine great customer service wins
  25. 26. lesson 7 your offline customer service is highly bloggable
  26. 27. courtesy of Jeffry Pilcher turn that finger around
  27. 28. courtesy of Jeffry Pilcher
  28. 29. lesson 8 it is crucial to pay constant attention
  29. 30. courtesy of Jane MacCarthy people are talking about you
  30. 31. lesson 9 you can learn a lot from forums and blogs about people’s perceptions of you
  31. 32. little things add up
  32. 33. Darren joined Vancity
  33. 34. where were we???
  34. 36. we got on the record
  35. 38. lesson 10 if you engage correctly you can shift the focus of the conversation
  36. 41. lesson 11 you have no control, get used to it
  37. 42. three things to do when you get back to the office <ul><li>Google your FI ( complaints , customer service , sucks ) </li></ul><ul><li>Google your main competitors too </li></ul><ul><li>start an internal blog-monitoring group </li></ul>
  38. 43. how it has affected us <ul><li>what we’re doing now </li></ul><ul><li>recognizing that we have no control </li></ul><ul><li>paying attention to the blogosphere </li></ul><ul><li>responding honestly </li></ul><ul><li>acknowledging that we’ve read their blog post </li></ul><ul><li>updating our communication policies and strategies </li></ul><ul><li>what we’re doing next </li></ul><ul><li>developing better processes </li></ul><ul><li>decentralizing monitoring and response </li></ul>
  39. 44. recommendations <ul><li>when to respond </li></ul><ul><li>you have something of value to contribute </li></ul><ul><li>you want to get “on the record” </li></ul><ul><li>the blog’s Technorati authority warrants it </li></ul><ul><li>Google will index it highly when people search for your company </li></ul><ul><li>a key success driver is affected (trust, transparency, credibility, etc.) </li></ul><ul><li>the blogger obviously likes your company but has been disappointed </li></ul><ul><li>when not to respond </li></ul><ul><li>the discussion is old and you’ve missed the boat </li></ul><ul><li>privacy prevents it (though you can still respond directly) </li></ul>
  40. 45. links
  41. 46. what do you think? william azaroff [email_address]