Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media & Financial Services in 2012: Content, Audience and Engagement

898 views

Published on

This presentation from Alan Maginn, head of social media research at Corporate Insight, offers a look at the current state of social media across financial services and highlights industry best practices.

  • Be the first to comment

  • Be the first to like this

Social Media & Financial Services in 2012: Content, Audience and Engagement

  1. 1. Social
Media
&
Financial
Services:
Content,
Audience
and
Engagement
 1

  2. 2. Content
 Audience
 Engagement
 2

  3. 3. •  Compe==ve
intelligence
and
user
experience
research
firm
 serving
the
financial
services
industry
•  Tracking
social
media
since
Spring
2008
 –  Published
industry‐wide
reports
in
’08,
’10
&
’12
•  Tracking
mobile
since
Spring
2011
 –  Published
industry‐wide
report
in
June
2011
 –  Ongoing
coverage
through
Mobile
Monitor
•  Stay
Connected
with
Corporate
Insight
 •  Corporate
Insight
Blog
 •  Twi;er
@Cinsight
 •  LinkedIn
 3

  4. 4. Of
the
firms
we
tracked
in
2008…
•  32%
had
Facebook
pages
•  15%
had
TwiSer
profiles
•  15%
had
proprietary
offerings
 4

  5. 5. Firms
began
to
claim
their
names
but
most
firms’
SOCIAL
STRATEGIES
were
not
clearly
defined.
 5

  6. 6. As
of
August
1,
2012…
•  85%
have
Facebook
pages
•  90%
have
TwiSer
profiles
•  54%
have
blogs
•  10%
have
proprietary
 communi=es
 6

  7. 7. Firms
have
established
GAME
PLANS
for
using
social
media.
 7

  8. 8. Content
 8

  9. 9. Direct
Traffic
to
Website
•  Products
and
services
•  Market
and
economic
 commentary
•  Educa=on
and
tools
 9

  10. 10. Customer
Service
•  First
adopted
by
banks
•  TwiSer
is
the
channel
of
 choice
•  Dedicated
customer
 service
accounts
are
 common
 10

  11. 11. Social
Charity
&
Community
Service
Campaigns
•  Associates
brand
with
goodwill
 ventures
•  Crowd
sourced
philanthropy
 •  Chase
Community
Giving
 •  Members
Project
by
AMEX

 •  State
Farm’s
Cause
An
Effect
•  Ocen
boast
larger
audience
than
 main
pages
 11

  12. 12. Recruitment
•  Corporate
opportuni=es,
 advisors
and
internship
 programs
•  Firms
using
Facebook
&
TwiSer
•  Varia=ons
on
the
same
theme
 –  Describe
corporate
culture
 –  List
of
available
opportuni=es

 12

  13. 13. Mascots
&
Company
Personas
•  Increase
brand
recogni=on
•  Extensions
of
tradi=onal
 adver=sing
campaigns
•  Entertainment
first,
products
 and
services
second
 13

  14. 14. Online
Communi=es
•  Company
provides
an
environment
for
sharing
 informa=on
•  Members
benefit
from
shared
experiences
•  Ocen
targets
client
sub‐sets
 –  Ac=ve
traders
 –  Small
business
owners
 –  Re=rees
 14

  15. 15. Advisor
Focused
Efforts
•  Wealth
management
and
insurance
firms
allow
FAs
to
use
 LinkedIn,
Facebook
&
TwiSer
 –  Morgan
Stanley
 –  Raymond
James
•  Ameriprise’s
LinkedIn
powered
advisor
search
 15

  16. 16. Audience
 16

  17. 17. Average
Facebook
Fans
Per
Industry
 Industry
Average
 Industry
Average
 (w/out
top
10)
 Annuity
Firms
 Banks
&
Card
 Issuers

 Brokerages
Insurance
Providers
Mutual
Fund
Firms
 
‐

 
100,000

 
200,000

 
300,000

 
400,000

 
500,000

 
600,000

 
700,000

 
800,000

 As
of
January
2012
 17

  18. 18. Facebook
Fans
(without
Banks
&
Cards)
 Industry
Average
 Industry
Average
 (w/out
top
10)
 All
Insurance
 Providers
Life
Insurance
Firms
 Annuity
Firms
 
‐

 
20,000

 
40,000

 
60,000

 
80,000

 
100,000

 
120,000

 
140,000

 
160,000

 
180,000

 
200,000

 As
of
January
2012
 18

  19. 19. 19

  20. 20. •  Over
485,000
fans
 –  240%
increase
since
January
•  “I
Can
Do
This”
campaign
 –  Meet
the
Cast
 –  Schroeder’s
Piano
game
•  Instant
quote
tool
 20

  21. 21. According
to
a
Corporate
Insight
consumer
survey
conducted
in
November
2011,
only
2.9%
of
banking
customers
interact
with
their
firm
via
social
media.
 21

  22. 22. Engagement
 22

  23. 23. Measuring
Engagement
on
Facebook
 45
 40
 35
 30
 25
 20
 15
 10
 5
 0
 Industry
Average
Shares/Post
 All
Insurance
Providers
Comments/Post
 Life
Insurance
Companies
Likes/Post
 23

  24. 24. How
do
you
engage
your
audience?
 24

  25. 25. 25

  26. 26. 26

  27. 27. Make
‘em
 laugh!
 27

  28. 28. 28

  29. 29. Mobile
•  Life
insurance
companies
trail
 the
rest
of
the
financial
services
 industry
 –  Mobile
op=miza=on
is
s=ll
the
 excep=on,
not
the
rule
 –  Life
insurance
apps
are
rare
 29

  30. 30. Alan
Maginn
 Senior
Analyst
 Consul=ng
Services
amaginn@corporateinsight.com
 @alanmaginn
 212.832.2002
ext.
116
 30


×