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Presentación - The Social Business - Evento Financiero 2018

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Interlat & Hootsuite The Social Business - Engagement at every touchpoint of the financial services client journey #LatamDigital - Evento Financiero 2018 - Amy Mcilwain, mas información de Hootsuite e Interlat aquí: http://interlat.co/hootsuite/

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Presentación - The Social Business - Evento Financiero 2018

  1. 1. The Social Business Engagement at every touchpoint of the financial services client journey
  2. 2. Amy Mcilwain Global Industry Director, Hootsuite Twitter: @amymcilwain LinkedIn: https://www.linkedin.com/in/amymcilwain Author: The Social Advisor: Social Media Secrets of the Financial Industry
  3. 3. Hootsuite 16M+ Users Worldwide 2,500+ Enterprise Clients 800+ of the Fortune 1000 350+ Finance, Insurance, Banking Clients
  4. 4. We’re in an era of unimagined disruption Source: ‘Digital Transformation’ Report, Altimeter
  5. 5. Today’s Fragmented Customer Journey
  6. 6. This represents not just a shift in technology but also a fundamental cultural shift
  7. 7. Social Advocacy Social Selling Social Marketing LEVEL 1 LEVEL 2 LEVEL 3 Empowering a Human Business
  8. 8. Social Marketing
  9. 9. Facebook Users UK, 18-65 + Facebook UK 18-65 + Love Island Fans + Watch Live + Insurance Due Dec - People Insured by LV=
  10. 10. Facebook Users UK, 18-65 Car Insurance Due in December + Facebook UK 18-65 + Love Island Fans + Watch Live + Insurance Due Dec - People Insured by LV=
  11. 11. Facebook Users UK, 18-65 Car Insurance Due in December Love Island Fans + Facebook UK 18-65 + Love Island Fans + Watch Live + Insurance Due Dec - People Insured by LV=
  12. 12. Facebook Users UK, 18-65 Car Insurance Due in December Love Island Fans Watch Live + Facebook UK 18-65 + Love Island Fans + Watch Live + Insurance Due Dec - People Insured by LV=
  13. 13. Facebook Users UK, 18-65 Car Insurance Due in December Love Island Fans Watch Live Insured with LV= + Facebook UK 18-65 + Love Island Fans + Watch Live + Insurance Due Dec - People Insured by LV=
  14. 14. Facebook Users UK, 18-65 Car Insurance Due in December Love Island Fans Watch Live Insured with LV= + Facebook UK 18-65 + Love Island Fans + Watch Live + Insurance Due Dec - People Insured by LV=
  15. 15. Hootsuite Impact ● Measure organic and paid content performance ● Prove the business impact ● Unlock strategies from your social data Hootsuite Ads ● Optimize your campaigns in less time ● Better performance through automation ● Organic and paid—together ● Keep your leads synced Transforming Social Marketing
  16. 16. Social Selling
  17. 17. ✓ Share Success Stories ✓ Look for right formula ✓ Make it Simple ✓ Management Buy-in ✓ Education & Training ✓ Give them best tools ✓ Get out of the way Maturity Moveable Middle Hesitant to Change Experts Advisor Maturity Curve Consider your Advisors
  18. 18. Hootsuite App ● Receive content from marketing on your mobile device ● Select and share approved content from app ● Ensure brand consistency and compliance in mass communications
  19. 19. Results 70% of Advisors actively sharing content 80-100 average daily shares of content 54% of Advisors scheduled a meeting with someone they met on social
  20. 20. Social Advocacy
  21. 21. Hernán Rincón Chief Executive Officer Avianca @HernanRAvianca ● Executive spokespeople ● C-Suite ● Departments heads ● Internal thought leaders Social Executives
  22. 22. Benefits of Social Executives ● Shows innovation ● Humanizes your company and gives it personality ● Provides an alternative platform to communicate with employees and customers ● Shows company values and helps attract top talent ● Builds better relationships with media ● Helps attract new customers & partners ● Provides filter-free insight directly from customers and target audience
  23. 23. “UBS looked at Glassdoor employee ratings of companies, and found a strong correlation between employee satisfaction and future financial results.” -Business Insider
  24. 24. Employee Advocates What is an Employee Advocate? A member of your organization that is willing to promote and defend the organization both online and off.
  25. 25. Avidia Bank Smarties ● 18% increase in mobile app enrolments ● Doubled Twitter followers ● 10% growth in Facebook followers ● 83% positive sentiment for Cardless Cash Employee Advocacy in Financial Services Follow #AvidiaSmarties
  26. 26. Employee Networks are Valuable INCREASED REACH by messages shared by employees vs. traditional marketing channels 5x MORE ENGAGEMENT with content shared by employees vs. owned channels 8x of an employee’s followers are new to the brand 92%
  27. 27. Average F500 employees collectively have ~10x more social reach than combined brand accounts Total Reach 1,736,079 Est. reach of Brand 9,000,000 Est. reach of Entire Workforce Fortune 500 Brand vs. Employee Reach Brand Entire Workforce ~16,500 employees ~10 ~10 Average # of accounts 15,000 Estimated # of accounts 6,500 14,678 Average likes/account 1,456 Average followers/account 516 Average friends/account 154 Average followers/account
  28. 28. Hootsuite Lower Funnel Data +7,100,000 Followers 1 Post 254 Website Visits 64 Click Throughs 300 Advocates 1 Post 972 Website Visits 291 Click throughs
  29. 29. Engaged Employees are... more likely to stay at their company 20% more optimistic about their company’s future 27% more satisfied with their day to day 4x
  30. 30. Why Employees Share Content Source: Altimeter, Employee Survey, Global Averages Q1 2016, n=185 for companies with > 250 employees
  31. 31. Why Employees Share Content Source: Altimeter, Employee Survey, Global Averages Q1 2016, n=185 for companies with > 250 employees
  32. 32. “80 percent of financial services employees trust their own company to do the right thing.” -Edelman
  33. 33. “Customers don’t see departments; they see one brand.” -Altimeter
  34. 34. Maturity Curve as a Backbone... SILOED COLLABORATIVE INTEGRATED STRATEGIC TRANSFORMATIVE
  35. 35. ADOPTION Measure agent adoption. MARKETING Measure brand impact of the program. Value to Your Business CONTENT Measure content performance. BUSINESS IMPACT Measure the business value of social involvement with company KPI’s. ROI and Measurement
  36. 36. Use Social Media to... Drive Revenue Managing Risk Decrease Expenses
  37. 37. ROI ANALYSIS THE DIGITAL ACCELERATION PARTNERSHIP CAN DRIVE $2.79M IN VALUE IN 18 MONTHS ASSUMPTIONS (CONT) EMPLOYEE ADVOCACY % ADOPTION: 38 % ACTIVE USERS: 41 POSTS/USER/WEEK 3 % SHARE RATE 4 % OPEN RATE 20 % OF EMPLOYEES WHO ARE DISENGAGED 16.8 % PRODUCTIVITY LOSS IF DISENGAGED: 34 % IMPACT ON ENGAGEMENT 11 AVERAGE SALARY: $48,013 AVERAGE CONNECTIONS: 1046 CPM $5.94 BUSINESS VALUE DRIVERS PRODUCTIVITY: $24,619 INCREASE IN EMPLOYEE ENGAGEMENT: $566,440 INCREASE IN BRAND AWARENESS:: $218,392 CLIENT ACQUISITION THROUGH EDUCATION: $408,000 PAID AD SAVINGS FROM OPTIMIZATION: $450,000 ROI @ 1.5YRS: $2.79M ROI MULTIPLE: 5.32X 41 ASSUMPTIONS* CORPORATE MARKETING % SEATS ASSIGNED: 1 00 % WEEKLY ACTIVE USERS: 70 % PRODUCTIVITY VIA SRP: 5 AVERAGE SALARY: $46,984 % SPEND ON SOCIAL ADS 12% % SAVINGS FROM AD OPTIMIZATION 5% EDUCATION PROGRAM % CME COMPLETION RATE: 6.8 NUMBER OF CONSULTS FROM SOCIAL: 50 REVENUE / VISIT $240
  38. 38. ROI ANALYSIS THE DIGITAL ACCELERATION PARTNERSHIP CAN DRIVE $2.79M IN VALUE IN 18 MONTHS ASSUMPTIONS (CONT) EMPLOYEE ADVOCACY % ADOPTION: 38 % ACTIVE USERS: 41 POSTS/USER/WEEK 3 % SHARE RATE 4 % OPEN RATE 20 % OF EMPLOYEES WHO ARE DISENGAGED 16.8 % PRODUCTIVITY LOSS IF DISENGAGED: 34 % IMPACT ON ENGAGEMENT 11 AVERAGE SALARY: $48,013 AVERAGE CONNECTIONS: 1046 CPM $5.94 BUSINESS VALUE DRIVERS PRODUCTIVITY: $24,619 INCREASE IN EMPLOYEE ENGAGEMENT: $566,440 INCREASE IN BRAND AWARENESS:: $218,392 CLIENT ACQUISITION THROUGH EDUCATION: $408,000 PAID AD SAVINGS FROM OPTIMIZATION: $450,000 ROI @ 1.5YRS: $2.79M ROI MULTIPLE: 5.32X 42 ASSUMPTIONS* CORPORATE MARKETING % SEATS ASSIGNED: 1 00 % WEEKLY ACTIVE USERS: 70 % PRODUCTIVITY VIA SRP: 5 AVERAGE SALARY: $46,984 % SPEND ON SOCIAL ADS 12% % SAVINGS FROM AD OPTIMIZATION 5% EDUCATION PROGRAM % CME COMPLETION RATE: 6.8 NUMBER OF CONSULTS FROM SOCIAL: 50 REVENUE / VISIT $240 How are you measuring the ROI of social?

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