State of the Social Financial Services Whitepaper - 010515
EricHansenPortfolio
1. EERRIICC HHAANNSSEENN
110 Spook Rock Road Suffern, New York 10901 (845) 323-1315 HansenES@gmail.com
EDUCATION
COLUMBIA UNIVERSITY
Masters Degree Completed December, 2013
Major: Strategic Communications Cum GPA: 3.6561
Marist College
Bachelors Degree, Class of 2005
Major: Communications
PROFESSIONAL EXPERIENCE
PEONY ONLINE, MONTVALE, NJ JULY 2012 - PRESENT
ONLINE MARKETING STRATEGIST
Established web presence in social media platforms (Facebook, Twitter, Youtube)
Conducted online engagement
Responsible for all areas of internal and external strategic writing, including industry newsletter service
Perform market research on scrap metal industry trends
VERN ANASTASIO FOR PHILADELPHIA CITY COUNCIL, PHILADELPHIA, PA MAY 2010 - MAY 2011
DEPUTY DIRECTOR OF COMMUNICATIONS
Coordinated advertising (mailers, e-blasts, robo-calls, scripts, etc.) for city council candidate Vern Anastasio’s primary campaign
Oversaw crisis management to counter competitor’s last-minute smear campaign
Identified visibility initiatives (e.g. survey, study or index, speech and presentation opportunities)
Developed and maintained relationships with press contacts to generate publicity
Monitored results from major marketing initiatives qualitatively and quantitatively and assessed efficacy
Managed Facebook, Twitter and Foursquare accounts
THE MEDIA & MARKETING GROUP, VOORHEES, NJ AUGUST 2008 - DECEMBER 2009
COPYWRITER
Composed print ads, direct mail, outdoor, Internet, radio and TV spots for clients including the Tropicana in Atlantic City,
Atlantic City Hilton, Prairie Band, Greektown and the Isle of Capri Casinos. Never missed a deadline
Worked as part of a team to create, reposition and intensify brand recognition through integrated marketing
Proofread and copyedited ads in various media
Quickly produced concise, eye-catching copy that effectively communicates message on multifaceted levels
FREELANCE COPYWRITER OCTOBER 2007 - PRESENT
Several assignments composing advertising and press releases in various media; including blogs, web copy, extensive SEO/SEM
optimization and social media for clients in fields such as estate law, business to business, publishing and technology
Identify and develop value propositions needs and client issue resolutions
Participate in the development of value proposition, strategy, general sales & marketing communications
RENAISSANCE ENTERTAINMENT CORPORATION, TUXEDO, NY JUNE 2005 – OCTOBER 2007
MARKETING ASSISTANT
Wrote copy for press releases, press kits, print, eblasts, radio and TV advertising
Successfully rebranded event, expanding its appeal to young adults
Compiled and composed a direct mail campaign with a high return rate from diverse demographics
Assisted media representatives in their coverage of the event, frequently providing a comprehensive overview
Composed, conducted and compiled market research surveys
PROFESSIONAL MEDIA DEVELOPMENT
Conducted and supervised telephone surveys as part of nationally recognized Marist Institute for Public Opinion, colloquially
known as “The Marist Poll”
Experience in TV/film production including an internship with MTV-2’s “Wonder Showzen” and as a production assistant on
HGTV’s “Save My Bath”
SKILLS
Never missed a deadline
Experience copy-editing/proofreading
Skilled with Facebook, Twitter and various social media
Blogger
15 years experience MS/Mac/Photoshop/HTML
Public speaker with stand-up comedy experience
Outside the box thinking
Can instantly produce copy in distinct voices
2. SAMPLE #1: My admissions essay to Columbia…
It took me until the age of 28 to realize what I want to be when I grow up. This epiphany, like
all good epiphanies, came courtesy of Sarah “I can see Russia from my house” Palin. When her
representative said the crosshairs she had imposed over Senator Giffords were actually surveyors’
marks, I thought “is she paying this imbecile? I could do a better job than that; wait a second I COULD
do a better job than that!”
Although I’ve always followed politics and the media, I had previously seen myself as a satirist
– a field in which, as of my last visit to Craig’s List, openings are few and far between. Like many
communications majors, I began my undergraduate degree at Marist with little thought of what
career it might lead to beyond “I like movies, I could be a screenwriter!” Alas, despite a few TV
internships, the only job I could find upon graduation was in the marketing department of the New
York Renaissance Faire. This was obviously an unconventional employer but, garb and Ye Olde
English aside, it was a great opportunity to sink my teeth into various media responsibilities, from
writing press releases to market research to collaborating with journalists. My tenure went so well
that I was invited to return the following season, unprecedented for that position, when, based on my
research, we successfully rebranded the event to appeal to a different demographic.
I then moved on to a similar position at the legal website My Pet Protection (now a service of
LegalZoom) before becoming a copywriter at The Media & Marketing Group, a New Jersey
advertising agency. I quickly adapted to the fast-paced environment, consistently producing quality,
detailed copy in a variety of voices and proved myself worthy of professional employment in the
media.
Sadly, the recession came, my job went and I was well into my ninety-nine weeks when I had
the revelation described in the opening paragraph. I soon afterwards took my first steps towards this
career by volunteering for a Philadelphia city councilman campaign where I impressed the seasoned
staff with my dedication; working 12-hour days for a slice of pizza and applying the skills I’d learned
from the media to this new, exciting field, eventually being promoted to deputy director of
communications. I conducted 25% of voter contacts and even created a strategic response when, less
than a week before the election, our competitor smeared our campaign. Although we ultimately lost
the election, the experience left me convinced I have a future as a strategist as did my coworkers’
saying “dude, let me know when you’re running for office!”
Which, long story short, explains my interest in pursuing a degree in strategic communications;
my background in the media and proven ability to solve problems immediately combined with my
fascination with politics makes it an ideal match for my skill set. The rise of social media (particularly
Twitter) has also influenced my interest in the field; such outlets provide revolutionary means for
combating negative publicity – instead of begging a reporter to include a two sentence quote, you can
instantly respond with pictures, videos and blog posts derailing such unwanted press point by point
which, through shares and re-tweets, can be spread throughout the world in a matter of minutes, like
an instant word-of-mouth campaign. My acclaimed dedication to the campaign proves that I’m ready
to work hard to make it in this field.
The most challenging aspect of the program is, without question, the competition. As if
entering an Ivy League school weren’t difficult enough, many of the students pursuing their Master’s
at Columbia have successful, decades-long careers with Fortune 500 companies and the strategic
communications program accepts less than fifty applicants annually. By contrast, I was a just-good-
enough student who is able to find steady work, if I’m lucky, once a leap year. Entering a situation
where people with distinguished careers would be my peers is intimidating to say the least.
However, I believe that my only sporadic employment has been due to my lack of a clear career
goal – I didn’t know what I was doing when I began college and was just as clueless (if not more so)
upon graduation. But, with my mama-grizzly-induced epiphany, passion for politics, knowledge of
media perception and tremendous experience on the political campaign, I have finally found a career
goal worthy of my dedication - becoming a communications strategist and I won’t rest until I have
attained it.
3. SAMPLE #2: I once applied to a PR firm in Chicago, they asked me to write a press release
announcing their hiring me, this is what I submitted...
Cooper Hong Inc. Public Relations ensures unprecedented
success by hiring superstar copywriter Eric Hansen
St. Charles, IL – August 17, 2010 – In what industry insiders are calling “the most impressive
move by any firm in decades,” Illinois based public relations and marketing communications
firm Cooper Hong Incorporated have hired world renowned copywriter Eric Hansen to serve
as their newest writer on their team.
Hailed as the greatest genius in advertising history, Eric Hansen rose from his humble
beginnings as marketing assistant for The New York Renaissance Faire where he composed
press releases among other promotional materials to a similar position for My Pet
Protection, a legal website providing the unusual but sought after service of estate contracts
similar to wills ensuring care for one’s pets, to establish himself as a force to be reckoned
within the copywriting department of New Jersey advertising agency The Media & Marketing
Group.
“Take a generous helping of wit, mix thoroughly with out-of-the-box concepts, add a heaping
tablespoon of unparalleled organization and voila -- you have Eric Hansen -- serving up some
pretty tasty morsels of copy” says W. Bruce Grant, the creative group head of copy at The
Media & Marketing Group. Senior copywriter and former supervisor Linda Adams concurs,
saying “Eric is a smart, quick and creative person with a real talent for writing. His
willingness to help out and contribute ideas makes him a great team player.”
“I am thrilled to accept this position from such a prestigious firm as Cooper Hong, Inc.,” says
Hansen. “As I am well known for my unparalleled genius in advertising with limitless
potential, I can obviously find work at any agency I wanted. Nevertheless, I’m honored to
have been offered a position with the firm that produced such innovative, successful
campaigns as ‘Easy’ for Jetstream of Houston and ‘Room, With a View’ for Elgin Sweeper.
Their public relations work has also been consistently impressive, particularly for the Case
Rodeo Habitat For Humanity Fundraiser, and a position with such a respected firm is an
opportunity no one can turn down, not even someone possessing the extensive experience
and brilliant creative talent that I do.”
Cooper Hong Inc. provides full-service marketing, advertising and PR solutions to clients in a
diverse array of fields. Their innovative solutions and creative work have been consistently
successful, earning the company numerous awards as well as industry recognition.
…they called me for a phone interview, but decided to go with someone local.
4. SAMPLE #3: I once sent a resume to a marketing position on Craig’s List. Somebody responded,
saying “if you could writing a sample blog post about home lighting that would be great” but giving
no further information: nothing about the company, nothing about the position, no samples, no
specific home lighting products, not even the guy’s last name. This is what I submitted…
New Murray Feiss 8 Light Tres Chic Belle Fleur Chandelier Perfect For Swinging On
Thanks in no small part to Johnny Depp's Oscar-nominated turn in the blockbuster Pirates Of
The Caribbean movie franchise; pirates, buccaneers and swashbucklers alike have become in
vogue once again, making eyepatches, peglegs and parrots to the forefront of this high
society fashion craze. This return to the style of the high seas comes hand in hand with a new
demand for chandeliersamong the most elite of interior decorators, a fact that Murray
Feiss kept clearly in mind when designing their new 8 Light Tres Chic Belle
Fleur Chandelier.
Anyone looking to make a grand entrance when entertaining guests at their next cocktail
party would be hard-pressed to find a more beautiful, sensibly-priced chandelier to swing in
on as they shout "arrrrr!" The 35.75" by 38.25" 8 Light Tres Chic Belle
Fleur Chandelier was designed specifically to support human weight, so you can show off
your swashbuckling skills while keeping the room illuminated by the warming glow of six C
60 watt 2 - G-16 1/2 C 25 watt bulbs.
This elegant fixture embodies the style from days of yore, emulating 18th century
Chippendale and Adams style chandeliers with bell flower decorative chain links, double
frame mirrors and deeply carved translucent fonts that will have everyone believing that it
was taken directly from the deck of the Jolly Roger. Plus, the antique firenze gold finish with
excavation resin and beige linen shades perfectly compliment any skull and crossbones flag;
bringing a level of class to your that is simply worth walking the plank for!
…and I’ve still yet to hear back from them. I probably shouldn’t have ended that closing sentence with
a preposition.
5. more
indulgence
Only one hour away from Philadelphia, PA; the Tropicana Casino and Resort in Atlantic City
gives you a world-class escape. Want more games with bigger payouts? We’re your source
for progressive slots and table games with real, LIVE dealers (what a concept). Make it a
weekend with a stay in our incredible guest rooms. Need a break from the action? Pump up
at our health club and indoor pool. With endless opportunities to party, stay, play and win
all under one roof, the Tropicana is your ultimate getaway for just a half tank of gas!
Mid-week rates starting at $
59
Weekend rates starting at $
149
Don’t miss out on the value, book your getaway today!
Call 1-800-THE-TROP or visit tropicana.net and mention code TPHIL.
Rates are based on availability and do not include 14% tax
and $
8 occupancy fee. Valid now through February 28, 2009.
WhyPlayAtTheTropicana?
3 OnlyonehourfromPhiladelphia
3 Playforadayorstayovernight
3 6-DeckBlackjackthroughouttheCasino
3 4-DeckBlackjackatselecttables,givingyourmorechances
towinforalimitedtimeonly
3 WinmorewithprogressiveslotsincludingWheelofFortune,JohnWayne,
WizardofOz,IndianaJones,SpinPoker,SuperSpinandmore!
3 Earnmorecashbackandcomps
3 Newmembersreceive$
50EZPromoDollarsinstantlywithyourPremiumCard
3 TheQuarter,AC’shottestlocationtodine,shopandparty
HEY PHILLY,
WE’VE GOT MORE.
Turn a day trip into an overnight getaway.
relax at our spa.
The Quarter invites you to indulge in the spa services at bluemercury
apothecary and spa. Stylists at The Salon at Tropicana are sure to
please with a variety of services including haircuts, color, waxing,
manicures and pedicures. Make stress a thing of the past at our
health club with swimming pools and more!
Wine and dine.
We have what it takes to satisfy your appetite for the good life.
Variety. Lobster and prime aged steak. Robust, authentically
prepared Italian, Irish, Cuban and Asian specialties. And let’s
not forget the ultimate burger or sandwich, piled high with all
your favorite accompaniments. Enjoy gourmet flavor without
the gourmet price. Wellington’s is offering an incredible $
35
Price Fix Menu. Truly, Tropicana is Atlantic City’s most tasteful
experience. Call 1-800-THE-TROP to make your reservations today.
Splurge in our shops.
Spend the day at our variety of shops, from the retail of Chico’s to
the classic looks of White House/Black Market. Brandeis Jewelers has
every accompaniment to any outfit, while Erwin Pearl offers fashion
jewelry. Visit Salsa Shoes for designer names. Shop at Brooks Brothers
and Barron Gentlemen for the best men’s fashions and top your outfit
at the Hat Emporium.
Brighton and the Boardwalk, Atlantic City, NJ 08401 · 1-800-THE-TROP · www.tropicana.net
D ine
Carmine’s
Cuba Libre Restaurant Rum Bar
P.F. Chang’s China Bistro
Palm Restaurant
Red Square
A Dam Good Sports Bar
The Comedy Stop Cafe Cabaret
Rí-Rá Irish Pub Restaurant
Zeytinia – New York’s Gourmet Choice
S hop
Accents
Barron Gentlemen
bluemercury apothecary
and resort spa
Brandeis Jewelers
Brooks Brothers
Brookstone
Caché
Chico’s
Erwin Pearl
Godiva Chocolatier
Hat Emporium
Havana Sundries
Jake’s Dog House
Klassic Kollectables
Old Farmer’s Almanac
General Store
Perfect Accessories
Leather
Salsa Shoes
Swarovski
Tahari
The Spy Store
Trick Zone
White House/Black Market
Zephyr Gallery
Zeytinia – New York’s Gourmet Choice
Part y
32° Luxe Lounge
A Dam Good Sports Bar
Cuba Libre Restaurant Rum Bar
IMAX
Missile Bar
Planet Rose Karaoke Bar
Providence Night Club
Red Square
Rí-Rá Irish Pub
Tango’s Lounge
The Comedy Stop Cafe Cabaret
All the shopping and rejuvenation all in one place!
The Quarter — Dine, Shop Party
6. You deserve more!
Great deals all around
More Ways to win
Feel the dice in your hand. Hear the cards shuffling. See the lights of a winning slot
jackpot. The Tropicana has progressive slot machines with big jackpots, LIVE table
games, a high-style poker room and more. We’ve got a new kind of action with
6-deck and 4-deck blackjack throughout the casino floor, for a limited time only.
Less Cards. Better Odds. Can you get all this in Philly? I don’t think so! No matter
what you’re looking for, the Tropicana gives you more ways to go home a winner!
Evening entertainment. Late night partying.
The Quarter is your location for electrifying entertainment. Visit Tango’s Lounge
and experience LIVE performances seven days a week. Catch a movie at
IMAX. Laugh with the funniest comedians at The Comedy Stop. Grab a drink
at Rumba Lounge in the midst of all the non-stop action of the casino. With
unmatchable value all around, come to the Tropicana and feel the heat!
Now Playing!
Dark Knight • Now – March 5 Watchmen • Beginning March 6
For complete movie schedules, visit Tropicana.net.
headlinerentertainment
Spirit of the Dance
Now through February 18
Don’t miss out on the value!
Buy One Ticket, Get One Free!
See Promotions Booth for details.
Yesterday –
A Tribute to the Beatles
Now playing,
Wednesday – Sunday
Lou Neglia’s Championship
Mixed Martial Arts
Ring of Combat
February 20
Jesse McCartney
Saturday, February 28
Johnny Mathis
March 13 14
Chris Botti
April 4
More Winners. More Variety.
Tropicana paid out more than $
2.5 billion in jackpots in 2008! We have
your favorite progressive slot machines such as Wheel of Fortune,
John Wayne, Wizard of Oz, Indiana Jones, Spin Poker, Monopoly Money
Grabbers, Wheel of Fortune Super Spin and many more.
Show Us Your Premium Card — Get $
50*
New members, now when you show us your Premium Club Card
from another casino you’ll get $
50 in EZ Promo Dollars*.
Plus, new members can sign up for their free Diamond Club
Card to get a room*, 2X EZ Promo Dollars and free parking!
Visit the Promotions Booth for complete details.
*Certain restrictions apply. Must be 21 or older. Gambling Problem? Call 1-800-GAMBLER. Show schedule subject to change.
more
actionWe’ve got the games
you won’t find in Philly!
Park once, then party all night
long without going outdoors!
more
fun
Show tickets may be purchased at www.ticketmaster.com,
by calling 1-800-745-3000 or at the Tropicana Box Office.
l
i v
e g a m e
s
!
Tropicanaloves Philly!VisitTropicana.net/Philly
for special offers.
7. Holiday Smash
RADIO 60
Client
IOC BV
Title Holiday Smash Radio
Writer Eric Hansen Job # 74265
Date 6.24.15 Length
:60
MUSIC: Up and under with IOC custom music bed.
VO: Get away from the stress of the season at the Isle
of Capri Boonville with your chance to win cold hard
cash in our fifteen thousand dollar Holiday Smash
Giveaway!
SFX: SMASH NOISE, LIKE DROPPING CERAMIC FOLLOWED BY
JINGLING COINS
VO: Earn entries starting December first. Then be here
Saturdays, December sixth, thirteenth and twentieth,
when we’ll be calling a winner every half hour from
six pm to nine pm. But we’re giving you a new way to
win: hear your name, come up and smash, that’s
right: SMASH a piggy bank guaranteed to be filled
with a prize as high as one thousand dollars! With
all the pressures that come this time of year, we’re
providing a break by giving you a gift.
SFX: SMASH NOISE, LIKE DROPPING CERAMIC FOLLOWED BY
JINGLING COINS
VO: Only at the Isle of Capri Boonville! For more
information, please visit our website at www-dot-
isleofcapricasino-dot-com-slash-boonville
8. DISC: Must be 21. Subject to change or cancellation at
any time. Bet with your head, not over it. Gambling
Problem? Call 1-888-BETS-OFF.
# # #
9. Client: Trop
Project: Web Commercial
Job #: 80134
Medium: n/a
Length: n/a
Writer: Hansen
AE: Anderson
Date: 1/5/2009
MUSIC: Salsa style music up and under throughout.
VOICEOVER:
Tropicana. Because you demand optimum staying power.
ON SCREEN: “More relaxing. We’re all about amenities.” [Morphs into various hotel
photos.]
VOICEOVER:
Tropicana. Because you appreciate variety.
ON SCREEN: “More taste. Everything from hamburgers to haute cuisine.” [Morphs into
various restaurant/eating photos.]
VOICEOVER:
Tropicana. Because you love to play and win.
ON SCREEN: “More winners. Too much of a good thing? Never.” [Morphs into various
photos of games, slots, tables, players winning, etc.]
VOICEOVER:
Tropicana. Because you want to experience it all.
ON SCREEN: “More action. So much to see, so much to do.” [Morphs into photos of
shopping, nightlife, etc.]
ON SCREEN: “The heat is on 365 days a year.” [Morphs into various photos of guests
having fun.]
VOICEOVER:
Tropicana. Because you want a destination unlike any other.
ON SCREEN: [Tropicana Logo] Start your experience now. www.tropicana.net
11. FOR IMMEDIATE RELEASE CONTACT: Eric Hansen
July 18th
, 2006 PHONE: 845-323-1315
E-MAIL: HansenES@gmail.com
AIM FOR ADVENURE AT THE NEW YORK RENAISSANCE FAIRE!
Saturdays and Sundays (Including Labor Day) August 5th
– September 24th
, 10:00 am-7:00pm
www.renfair.com
Tuxedo, NY – Summer Season 2006 – Hear ye! Hear ye! Good times abound to all those who spend a day
at the New York Renaissance Faire in nearby Tuxedo where fantasy rules! Come one, come all to
encounter Robin Hood and his Merry Band of Outlaws as they foil the Sheriff of Nottingham. Feast upon a
mouth-watering turkey leg as you experience the thrill of two knights clashing on horseback at the twice-
daily joust. Gasp with excitement as you witness the skilled swords and shields battles of the living chess
match. Immerse yourself in a magical realm of royalty from 10:00 AM to 7:00 PM on Saturdays, Sundays
and Labor Day Monday from August 5 through September 24.
For it’s twenty-ninth season, the Faire is proud to announce the addition of the Peacock Pavillion.
A separate section across the beaten track where mature visitors can indulge themselves in naughty, baudy
delights as they participate, vote and compete in the wet chemise contest and vie for the best buns in the
shire. Also new this season is The Blue Boar Inn, a known haunt of Robin Hood and his men, the Faire’s
first pub to feature table service.
- more -
12. Page 2/ Renaissance
Returning entertainment to the Faire includes not only the knights of the aforementioned jousts
and chess matches, but the comedy of the Mudd Brothers, the death-defying stunts of Dextre Trippe, the
humor of the silent Danny Lord as well as the knife-throwing father and son team of Stewart Arnold.
The Faire’s tradition of fine Elizabethan performances continues this year with the production of Henry V.
And those with wee ones will find no shortage of activities, not only in the Maypole Dance and costume
contests, but in the wonderful rides and games, appealing to all ages, that the Faire has become known for.
A boisterous marketplace is alive with over one hundred shops of fine handcrafted wares. Patrons
can shop for various old-world delights or stroll around shops featuring goods from days of yore. Visitors
will find no shortage of food in over 30 eateries teeming with succulent sustenance including the popular
Turkey Legs, Steak-on-a-Stake, falafels and more! Palatable potions including juices, soft drinks, ales,
wine mead and newly added micro-brews will quench even the direst of thirsts.
The New York Renaissance Faire is located on over 35 beautiful acres on 600 Rt 17A in Tuxedo,
New York and is open Saturdays, Sundays and Labor Day Monday from August 5 until September 24 from
10:00 AM to 7:00 PM. For further information, call (845) 323-1315 or visit www.renfair.com, where
details about promotions and discounts can be found.
-end-
13. State of Social Financial Services Webinar Executive Summary
Overall social engagement expanded 126% during 2014, but financial services grew
only 23%. Additionally, the top five most social financial services brands generated
almost as much content as the rest of the field’s over 200 brands combined. The gap
between these figures indicates that financial services brands presently have a
massive opportunity to take advantage of proven strategies that will expand their
social presence, strengthen their branding and grow their business.
While Facebook’s upcoming news feed redesign has caused much concern amongst
social media marketers, by making the platform more palatable to users, it will
increase usage and, in turn, benefit any brand with an established presence on the
platform.
If anything, the coming changes to Facebook present brands with the opportunity to
diversify their social media strategies. Because social media is a constantly evolving
field, brands need to expand beyond Facebook and create an active presence across
multiple platforms.
Still, 2014 saw Instagram and Twitter engagement skyrocket across the board,
especially for financial services brands. The nature of these platforms illustrate the
strategies that work best: frequent posting, consistent themes and contribution to
popular topics.
Due to its visual nature, the most shared content on social networks (apart from
Twitter) has been images. For this reason, the image-based Instagram has seen a
massive post-to-action ratio, with some bullish posters seeing a 300% return rate
on their posts to the platform.
Twitter’s engagement rate is approximately equal to output rate for financial
services brands. Strong worded calls-to-action in addition to Tweeting on trending
subjects are the factors driving financial services’ Twitter success. Brands effectively
doing so are utilizing a key advantage of Twitter: since social networks are social,
brands can observe what their consumers care about and which users are most
likely to advocate their services among their personal networks.
Though some of these posts seem to be off-topic, shared posts originating from a
brand, even those indirectly related to the brand itself, have been shown to lead to
discussions of that brands’ services among consumers, reenforcing its image and
driving new business.
This whitepaper gives examples of specific financial services brands and campaigns
that have generated solid results, solidifying branding and bringing more to their
companies’ bottom lines. It divides financial services into five subcategories:
insurance, banking, payment services, loans, investment products and services. The
analysis determines the trends and strategies that have generated results and
14. provides solid data on the direct and indirect value of each interaction. Additionally,
it evaluates the media, posts, timelines are most effective now and which have the
most potential for the future; such as the recent growth video has seen due to its
more easily shareable redesign on social platforms. Since financial service brands
have lower engagement rates than brands in other fields, any proven strategies to
move consumers to action must not go overlooked.
15. State of Social Media in the Financial Services Industry
The constant evolution of the social media landscape has left many financial services
brands working hard to catch up while new strategies to connect with consumers
and bring more to their ROI spring up, seemingly on a daily basis.
Just recently, Facebook announced that it would be releasing a redesigned news
feed on January 15, leaving many social media marketers questioning how it will
impact their present strategy. While this change will benefit Facebook users and, in
turn, brands with an established presence on the platform, it illustrates why it is
crucial for brands to think beyond Facebook to strategize social media from a cross-
platform perspective.
This article analyzes the current social media trends in financial services; both
overall and for brands in the insurance, banking, payment services, loans,
investment products and services fields. While social engagement as a whole
expanded 126% during 2014, but financial services grew only 23%. The gap
between these figures indicates that, although the financial services industry is less
social than other fields, there is plenty of room for brands in the field to grow and no
shortage of proven strategies for them to reach more consumers and have a bigger
impact as social media continues to reinvent itself.
16. State of the Social - As A Whole
2014 saw financial services brands generate user action across platforms at a faster
pace than did brands in nearly all other fields
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
January February March April May June July August September October
Thousands!
Automotive Financial Services Food/Beverage Retail Telecom Travel/Leisure
Cross platform actions by industry
-13% +47% +41%+4% +57%+19%
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram, Google+
Period: Jan - Oct 2014
Still, what matters most in social media marketing is the unique engaged audience,
or the number of consumers who will take the time to interact with a brand. These
figures determine the efficacy of a social presence and a company’s ROI on social
media marketing. Financial services have a long way to go to catch up with other
industries in this regard.
0
50
100
150
200
250
300
January February March April May June July August September October
Thousands!
Unique Engaged Audience!
Automotive Financial Services Food/Beverage Media/News/Publishing Retail Telecom Travel/Leisure TV
By measuring by size of a company’s active audience, you
can get an idea of the ROI for social media
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
Period: Jan - Oct 2014
That other fields are able to inspire that much more activity indicates the massive
opportunity financial services brands have to strengthen their branding by further
developing their presence across social media platforms.
17. State of the Social - Financial Services: Key Trends
Nevertheless, financial services companies still achieved a considerable increase in
social engagement during 2014. This time period also saw financial services expand
their presence on the non-Facebook platforms, with Twitter use growing 500%.
This is a step in the right direction because, while Facebook use is as popular as
ever, the growth of other platforms in 2014, Instagram in particular, has quashed
the misconception that social begins and ends with Facebook.
94%
5%
1%
Facebook
Twitter
Instagram
Google Plus
Jan - Oct 2014
29.2 Million
Actions
98%
1%
1%
Facebook
Twitter
Instagram
Google PlusJan - Oct 2013
23.8 Million
Actions
Engagement by platform (Financial Services): The overall pie grew 23%, with
380% for Twitter, 265% for Google Plus, 134% for Instagram, and 17% for
Facebook
Financial Services accounts
for 0.4% of all social
activity… but 13% of all
internet ad spending*!
*PWC/IAB)Internet)AdverOsing)Revenue)Report)2013)
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram, Google+
Period: Jan 2013 - Oct 2014
Based on this data, many would speculate that the increased engagement,
particularly on Twitter and Instagram, is achieved mostly by bullish posting and this
assumption is, for the most part, true, as seen in the first 10 months of 2014:
On Facebook, banking brands posted 18% more, leading to 238% more
monthly actions while payment services companies decreased posting by
11% and their engagement went down 15%.
An increase in monthly Twitter posting generated nearly as much of an
increase in Twitter action, sometimes even more.
Bullish posters on Instagram saw average monthly consumer actions
increase dramatically, sometimes at triple-digit percentage rates.
Activity on Google Plus increased, despite the relative slow pace at which
financial services are posting to it, indicating that the platform is gaining
popularity.
However, it must be taken into account that, of the over-200 financial services
brands with a social media presence, there are five that dominate the share of voice
for the field.
18. This dominance can also be shown leading to a strong showing on the most
important social media data, the number of actions generated per post which, again,
shows the level of exposure and consequent success a brand’s social presence has
achieved.
Top performing brands across key verticals: Actions per post
1,424
794
459
510
483
Citi
Bank of America
Wells Fargo
Citibank (US)
Capital One
Banking!
3,667
908
625
447
380
Liberty Mutual Insurance
Prudential - Bring Your
Safeco Insurance
State Farm
USAA
Insurance!
1,100
333
259
186
100
Ameriprise Financial
Primerica
Thrivent Financial
Voya
HR Block
Investment Products Services!
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram, Google+
Period: Jan - Oct 2014
Top performing brands across key verticals: Actions per post
386
85
69
53
36
Lower My Bills
J.G. Wentworth
e-loan
OneMain Financial
Quicken Loans
Loans!
3,234
862
415
268
207
Visa (US)
Diners Club International
Western Union
MasterCard (US)
American Express (US)
Payment Services!
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram, Google+
Period: Jan - Oct 2014
19. That only five brands can generate nearly as much social media activity as over 200
other brands combined indicates that there are effective social strategies that
financial services brands can implement. This cannot go overlooked, especially with
social media loyalty rates for financial services at an all-time low across the board.
3%
8%
10%
11%
12%
22%
Payment Services
Banking
Investment Products
Insurance
Loans
USA - All
% FB Returning Engagers!
8%
10%
10%
12%
15%
20%
Payment Services
Loans
Investment Products
Banking
Insurance
USA - All
% TW Returning Engagers!
BarclayCard – 48%!
Bank of America– 11%!
US Bank – 26%!
Loyalty is at an all-time low across Financial Services categories
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter
Period: Jan - Oct 2014
Best practices
Because social platforms are visual media, images have consistently attracted the
most attention and driven the most engagement. This trend can be observed for
financial services brands on Facebook between January and October, 2014 with
photos generating substantially more engagement than other media posts.
20. 64%
57% 52%
5% 6% 4%
14%
7%
15%17%
30% 28%
Banking Insurance Investment Products Services
% Post!
Photo Video Status Link
85% 86% 88%
11% 5% 4%2% 3% 2%4% 7% 6%
Banking Insurance Investment Products Services
% Engagement!
How much is post type strategy affected by vertical?
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
Period: Jan - Oct 2014
53%
78%
3%
13%11%
0%
33%
9%
Loans Payment Services
% Post!
Photo Video Status Link
76% 79%
1%
19%
3% 0%
20%
2%
Loans Payment Services
% Engagement!
How much is post type strategy affected by vertical?
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
Period: Jan - Oct 2014
The three most social financial services brands, Liberty Mutual, Citibank and Visa,
have taken advantage of this, posting shareable photography to their platform on a
regular basis to impressive results, with Liberty Mutual expanding its Instagram
audience engagement 792% in 2014. These two brands illustrate the most effective
social practices for the financial services industry:
Consistency: Liberty Mutual has created solid social branding through its
frequent posts on family-related subjects.
Popular Trends: Posts about the Olympics and World Cup lead to a spike in
Visa’s Instagram engagement. Similarly, the abovementioned Instagram
growth for Liberty Mutual came during its holiday-themed “Home is
where…” campaign.
21. Active encouragement: Citibank experienced sustained growth in Instagram
audience engagement following its CitiVolunteer campaign which
encouraged followers to post photos to the hashtag #CitiVolunteer.
Additionally, the newly designed, easily shareable microvideos have experienced
massive growth in recent months, particularly on Instagram. Though engagement
rates are still relatively low and videos can be expensive to produce, they are visual,
now easier to share and gaining traction on social media. Financial services brands
should consider adding them to their social platforms.
Still, despite the proven results of Instagram, many in the industry have yet to take
advantage of the platforms rapid growth.
65
81
71
56
65
54
0 20 40 60 80 100
Overall
Banking
Insurance
Investment
Loans
Payment
% of Brands on Twitter!
Among all the Financial Services brands we monitored
11
12
16
5
5
8
0 20 40 60 80 100
Overall
Banking
Insurance
Investment
Loans
Payment
% of Brands on Instagram!
44
39
43
43
57
62
0 20 40 60 80 100
Overall
Banking
Insurance
Investment
Loans
Payment
% of Brands on Google+!
71
87
82
61
73
61
0 20 40 60 80 100
Overall
Banking
Insurance
Investment
Loans
Payment
% of Brands on Facebook!
Because pictures have been the most shared content in social media, Instagram’s
efficacy as a tool for marketers is self-evident. That a mere 11% of financial services
brands have a presence there indicates a massive opportunity to reach more
consumers.
Conclusion
The growth of new social media platforms can lead financial services brands to
generate new business, strengthen ties to consumers and bring more to their
bottom line. Now is the time to think beyond Facebook and utilize the strategies that
will expand their presence across platforms while maintaining consistency and
generating a relationship with followers.
It is also noteworthy that, with social media activity on the rise, it would be
impossible to engage with every follower. Therefore, brands must observe their
followers and engage with the users or trends most likely to generate solid growth
for that brand’s social presence. Observation can also prove useful in terms of
competition.
22. Social media is constantly changing, which can be a challenge, but also an
opportunity. Mastering the practices that work best at the present will make a
brand stronger and better equipped to learn what will work in the future.
23. Five Challenges That Can Confront Family Businesses
Of all the relationships one has, few are more paramount, or complex, than those in
their family and business lives. Therefore, when the two intertwine in a family
business situation, extraordinary problems can arise. However, by planning ahead,
establishing boundaries and maintaining healthy communications, people involved
in family businesses can maintain happy, healthy and successful relationships in
both fields, as can be seen in the following five common issues faced in such areas...
The Issue: Vision. Different generations can have wildly different points of view on
how business should be conducted and, at the same time, both be equally right. On the
one hand, a business should never lose sight of what made them successful in the first
place. On the other, businesses need to evolve in order to stay relevant and competitive
in a cutthroat marketplace. Finding a balance between the new and old can be
difficult, but is crucial for any family business.
How To Deal: A baptism by fire. When such conflict arises, it provides younger,
less-experienced parties an opportunity to prove themselves to their elders. Once
their plans are communicated in terms that can be understood by all-involved which
include, at the very least, examples of similar ideas being successfully implemented
or, more convincingly, an experiment conducted by the younger party, if only on a
small scale, that indicates its potential. In fact, a familial bond can often prove to be
an asset in such a scenario because family members already know how to
communicate with one another and have some idea of what they will respond to. Of
course making changes to one’s family business can be a touchy issue and will often,
if not always, lead to some tension, but if the new plans are introduced respectfully
and effectively, they can strengthen both the professional and personal relationship
between two generations. (Poza, 100-105)
The Issue: Emotions. A family relationship and a business relationship are two
different dynamics and when they overlap, some complication is bound to ensue.
Trouble such as divorce, health and financial issues will influence family relationships
both inside and outside the office. A balance must be maintained in order to keep all
relations functioning at maximum efficiency.
How To Deal: Frequent family meetings. The best way to simplify the complex
dynamic within a family business is to always be on the same page. Since employees
have a different relationship to a boss who is a family member, communication
about this overlap must be established, enforced and understood as often as
possible. Scheduling a regular meeting is the best way to keep abreast of any
potential complication. (Poza, 36-46)
The Issue: Paternalism. For some family businesses, employment and advancement
are passed from one generation to another as a birthright. When putting the family
first, businesses can bring about charges of nepotism, warranted or otherwise, and
jeopardize the business’ future by giving younger generations too much too soon, in
24. matters of responsibility and compensation. On the other hand, when a family business
puts business first, it can result in strained familial bonds, leaving family members to
spend social celebrations discussing business matters. Other complications can arise
when boundaries between working and familial relationships are left undefined, when
an employee is given an advantage or disadvantage by a superior who is also a
relative, therefore putting both their familial and business relationships in jeopardy.
How To Deal: Joint Optimization. Business policies are written establishing explicit
guidelines for employees who are also family members. Family members are
encouraged to start at the bottom, as would other employees, involve themselves in
the business’s charitable interests or even start their careers at other companies.
Once they are under the employment, they receive the same performance review as
other employees would, where their strengths, weaknesses and contributions are
evaluated honestly. Businesses who establish such practices often have smooth,
successful transitions from one generation to the next.(Poza, 7-13)
The Issue: Succession Planning. Many family businesses fail to establish a
procedure for handing control over their organization from one generation to the
next. Complications can arise when a family member is given or not given greater
responsibility once present managers, to whom they are related, leave.
How To Deal: Make them earn it. There’s nothing wrong with considering
somebody for a position or promotion who happens to be a relative, so long as they
are qualified. However, once they are in that position, make it clear to all concerned
that they were hired for their merit, not their last names and be sure to provide
them with challenges to prove it. Doing so will not only garner the employee the
respect of non-family co-workers, but strengthen his skills and boost his confidence.
Though some short-term awkwardness is likely inevitable, the benefits of
challenging a family member will pay off in the long run as when it comes time to
run the company, they have acquired the skills, experience, confidence and, last but
not least, respect to do so. (Poza, 85-105)
The Issue: Exit strategy. Though individuals enmeshed in a family business often
have common interests, they also often do not or change over time. When the decision
is made to end a business relationship with a family member, this will almost always
put their familial bond under pressure.
How To Deal: Plan ahead, making sure to enact plans in a gradual manner. An
effective family-business relationship is defined by frequent communication on both
fronts, with boundaries established and affirmed. One of the benefits to a business of
a family member exiting is the opportunity for a slow transition. A family member
will have a better grasp of the future plans than would a mere boss, so when it
comes time for someone to leave, they can prepare for the smoothest changing of
the guard that is possible. Many successful family-run businesses even appoint a
Transition Czar for this purpose.
