Finanical Literacy


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A primer on how to leverage social media sites and tools for disseminating financial education.

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Finanical Literacy

  1. 1. Using Social Media for Financial Education Storming the Marketing Establishment…Through Smart Social Media
  2. 2. Who is Jenni Brand? <ul><li>CEO of Bastille Marketing </li></ul><ul><ul><li>A Social Media Firm </li></ul></ul><ul><li>Social Media Consultant with New Media Strategies (2005-2009) </li></ul><ul><ul><li>Helped brands establish, manage and maintain a positive presence within the online landscape </li></ul></ul><ul><ul><li>Worked with numerous Fortune 10, 50, 100, 500 companies </li></ul></ul><ul><ul><ul><li>Non-profit/Gov’t, CPG, Fashion/Retail, Travel/Tourism, Financial, etc </li></ul></ul></ul><ul><li>10+ years in traditional marketing & sales </li></ul><ul><ul><li>Fields of grocery retail marketing, radio sales, non-profits, energy </li></ul></ul><ul><li>Extra-curricular activities include: </li></ul><ul><ul><li>Speaking/Training: Social Media </li></ul></ul><ul><ul><li>Two blogs; contributor to others (Blondes I-View, Bastille Marketing) </li></ul></ul><ul><ul><li>Event planner (DC’s 1st Annual Cupcake Contest, Wedding, Charity Events) </li></ul></ul>
  3. 3. What We’ll Cover Today <ul><li>Social Media - What’s In It For Me? </li></ul><ul><li>Making an Educated Decision About Social Media </li></ul><ul><li>The Social Media Toolbox </li></ul><ul><li>How Do You Know It’s Working? </li></ul><ul><li>Financial Literacy Social Media Campaigns - Who Is Doing It? </li></ul>
  4. 4. Social Media: What’s In It For Me? <ul><li>New Clients </li></ul><ul><ul><li>Your potential customer base is using social media - why not meet them there? </li></ul></ul><ul><li>Easy Referrals </li></ul><ul><ul><li>Make it easy for your current clients to send you business </li></ul></ul><ul><li>Continued Engagement with Current Clients </li></ul><ul><ul><li>A way to be in contact with them daily/weekly - stay top of mind </li></ul></ul><ul><li>New Revenue Opportunities </li></ul><ul><ul><li>Current/new clients can learn about what else you offer - you don’t have to “sell” them or “create” a need </li></ul></ul><ul><li>Customer Service </li></ul><ul><ul><li>Find out about/quickly resolve issues </li></ul></ul><ul><li>Name Recognition/Credibility as an Expert </li></ul><ul><ul><li>Let everyone see that you know what you’re talking about! </li></ul></ul><ul><li>Creation/Expansion of a Digital Footprint </li></ul><ul><ul><li>An online archive of your organization’s work/contributions </li></ul></ul><ul><li>SEO (Search Engine Optimization) </li></ul><ul><ul><li>Help new clients find you through Google - not your competitor </li></ul></ul>
  5. 5. Making an Educated Decision About Social Media <ul><li>Social Media Requires a Strategy - BEFORE you start </li></ul><ul><ul><li>What content/areas of specialty? </li></ul></ul><ul><ul><li>Who will manage? </li></ul></ul><ul><ul><li>What is the tone of the dialogue with consumers </li></ul></ul><ul><ul><li>How to promote your social media presence? </li></ul></ul><ul><ul><li>Are you going to encourage consumers to engage w/ your profiles? </li></ul></ul><ul><li>What is your digital footprint going to look like? </li></ul><ul><ul><li>Which social media sites make the most sense? </li></ul></ul><ul><ul><li>When will you launch them? </li></ul></ul><ul><ul><li>How often will you update? </li></ul></ul><ul><li>Are you aware of the challenges? </li></ul><ul><ul><li>Give up some control - allow consumers to say what they want on your page? </li></ul></ul><ul><ul><li>Mistakes made can be bad - there are no do-overs </li></ul></ul><ul><ul><li>Do you have the time to invest in maintaining healthy profiles for the long-term </li></ul></ul><ul><ul><li>Are you okay with the challenge of proving ROI? </li></ul></ul>
  6. 6. The Social Media Toolbox <ul><li>Tools for a Comprehensive Social Media Strategy </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networks: Facebook </li></ul><ul><li>MicroBlogs: Twitter </li></ul><ul><li>Wikipedia </li></ul><ul><li>Video-Sharing: YouTube </li></ul><ul><li>Your Own Website </li></ul>
  7. 7. The Social Media Toolbox: Blogs <ul><li>Content Updates </li></ul><ul><ul><li>Frequent updates needed </li></ul></ul><ul><ul><li>Can offer more info about products & services than a static website </li></ul></ul><ul><ul><li>Build a loyal readership </li></ul></ul><ul><ul><li>Become a trusted voice </li></ul></ul><ul><li>Two-Way Interaction </li></ul><ul><ul><li>Reader comments create a conversation </li></ul></ul><ul><ul><li>Comments can be moderated </li></ul></ul><ul><li>Conversational Tone </li></ul><ul><ul><li>The ‘voice’ of the company </li></ul></ul><ul><li>Syndication Technology </li></ul><ul><ul><li>RSS allows information to move quickly across blogs, like a a wire service </li></ul></ul><ul><ul><li>Readers can subscribe to the “feed” to get real-time updates delivered to their desktop </li></ul></ul>
  8. 8. The Social Media Toolbox: Social Networks <ul><li>Facebook - a peer-to-peer social network </li></ul><ul><li>LinkedIn - A business social network </li></ul><ul><li>Gives your company a ‘human’ voice </li></ul><ul><li>Allows ‘fans’ to easily share your information with others </li></ul><ul><li>Allows you to educate your consumers where they spend time online </li></ul><ul><li>Allows customers to engage with your organization on a “personal” level </li></ul><ul><ul><li>Serves as your online resume; demonstrates your company’s expertise and body of work </li></ul></ul><ul><ul><li>Allows contacts to ‘recommend’ you </li></ul></ul><ul><ul><li>Offers Q&A area for you to demonstrate your knowledge & expertise </li></ul></ul>
  9. 9. The Social Media Toolbox: MicroBlogs <ul><li>Twitter - a ‘microblog’ limited to 140 characters per post </li></ul><ul><ul><li>Allows for two-way; real-time conversation; the exchange of news & information (URLs); Q&As; updates of content on other social media profiles </li></ul></ul>
  10. 10. The Social Media Toolbox: Wikipedia <ul><li>A free online collaborative encyclopedia </li></ul><ul><ul><li>One of top 10 sites on Internet; often returns in top three Google results </li></ul></ul><ul><ul><li>Frequently the next place consumers look for information after a Google search and visiting the company website </li></ul></ul>
  11. 11. The Social Media Toolbox: Video-Sharing <ul><li>YouTube is the #1 online video site </li></ul><ul><ul><li>Allows you to broadcast relevant, useful information to those who learn best visually </li></ul></ul><ul><ul><li>How-tos; Workshops; Presentations; Speaking Engagements </li></ul></ul><ul><ul><li>Makes your other profiles more interactive and entertaining </li></ul></ul>
  12. 12. The Social Media Toolbox: Your Website <ul><li>Offer links from your website to your social media pages </li></ul><ul><li>Connect your blog, YouTube page, Twitterstream or Facebook Fan page to your website </li></ul><ul><li>Your website should promote your social media profiles - announcing new blog posts, asking for visitors to follow you on Twitter, marking milestones </li></ul>Your website is a crucial element of a social media strategy <ul><ul><li>“ We’ve reached our 1,000 fan on Facebook - Are you a Fan Yet?” </li></ul></ul><ul><ul><li>“ Did you miss our Webcast today? You can watch it here:” </li></ul></ul><ul><ul><li>“ Follow our tweetchat today at 7pm on Tax Benefits for First-time Homebuyers” </li></ul></ul><ul><ul><li>“ Did you see our blog interview with Mr. So-So From the IRS?” </li></ul></ul>
  13. 13. Your Strategy: Is It Working? <ul><li>Blog </li></ul><ul><li>Blog traffic - Google Analytics </li></ul><ul><li>Blog Comments </li></ul><ul><li>Subscribers </li></ul><ul><li>Facebook </li></ul><ul><li>Number of Fans </li></ul><ul><li>Numbers of Interactions </li></ul><ul><ul><li>Comments, Likes, Shares </li></ul></ul><ul><li>Use Facebook Insights </li></ul><ul><li>Twitter </li></ul><ul><li>Number of Followers (Twitterless - @tless) </li></ul><ul><li>Number of Retweets of your info </li></ul><ul><li>Use to track all of your URLs </li></ul><ul><li>YouTube </li></ul><ul><li>Number of views, comments </li></ul>
  14. 14. Financial Literacy Social Media - Who Is Doing It?
  15. 15. Financial Literacy Social Media Campaigns - Who Is Doing It? <ul><li>Vanguard has a strategic social media campaign </li></ul>
  16. 16. Financial Literacy Social Media Campaigns - Who Is Doing It? <ul><li>AICPA has a well-planned social media strategy for Financial Education </li></ul>
  17. 17. Questions? <ul><li>Thank you. </li></ul><ul><li>Jenni Brand </li></ul><ul><li> </li></ul><ul><li>@BastilleMktg </li></ul>