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.

Banksocial - Keynote 2017

812 views

Published on

What it takes to be a high performing marketing organization in the banking world. Research from the Salesforce on modern marketing tactics and leading marketing solutions.

Published in: Marketing

Banksocial - Keynote 2017

  1. 1. The data from looking at over 7,000 businesses Makings of a HIGH PERFORMER
  2. 2. @msweezey Get the slides GOOGLE
  3. 3. “ “ 51% of Millenials said their bank had nothing to offer them over a competing bank. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
  4. 4. “ “71% of Millenials would rather visit the Dentist than listen to what a bank had to say. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
  5. 5. “ “ 73% of Millenials would rather hand their financial services needs with Google, Apple, Amazon, PayPal, or Square than with their own nationwide bank. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
  6. 6. CHANGE OR DIE
  7. 7. WHAT TO CHANGE INTO?
  8. 8. “ “ High performers outperformer their direct competition by a factor of 96x Salesforce Sate of Marketing 2016 @msweezey
  9. 9. Executive Buy InThe number one key to being a high performer
  10. 10. 82%OFHIGH PERFORMERSHAVE FULLEXECUTIVEBUYIN @msweezey
  11. 11. They must buy into a new idea of marketing. Not just that they need more marketing.“ @msweezey
  12. 12. Theproblem: More media than ever is available & It is not from businesses @msweezey
  13. 13. FORCONSUMERS Filters/Algorithms/ Newsfeeds/Search Results/AutoTAGGING
  14. 14. It’salldesignedtoweedout bull sh!t. @msweezey
  15. 15. 25,000 followers 2 organic facebook posts Total reach = 84 people #truth @msweezey
  16. 16. Purposeful Action Vs Branding The idea most business leaders have of marketing was created for a different time and place. This is how modern brands succeed.
  17. 17. Action Branding Shared Action + Shared Values = Shared Profit First proposed by Cindy Gallop and put into action by Levi, Action Branding proposes a new idea of how brands build connections with consumers. -Cindy Gallop in her NYC apartment
  18. 18. Shared Value Get back to work. Both Levi and Braddock had the same goal. Shared Action Levi hired the towns people to be in their ads, and gave $1 million to rebuild the city, and created an ad campaign for the city. Shared Profit They both shared in the profit. Braddock got back to work, and Levi showed their honest brand. + =
  19. 19. 51% of the time a CEO’s picks up their mobile device because they are bored. - Pew Research “
  20. 20. Social media is the modern day smoke break ESCAPE CONTENT “ Give people something to enjoy, and help them escape from their day. This is authentic to social channels. @msweezey
  21. 21. Kronos uses these comics to share on social media. They see 10x more engagement on these comics than their corporate blog. “ @msweezey
  22. 22. FOR MORE READ: Humanizing Your Brand @msweezey h#ps://moz.com/blog/4-ways-to-build-trust- and-humanize-your-brand
  23. 23. Correct budgetThe number Two key to being a high performer
  24. 24. Maintain branding 15% headcount 80% programs 5 % tech + other 2-6% GR Average budget Fast growth 25% Headcount 65% programs 10% tech + other 7-12% GR 30% headcount 55% programs 15% tech + other 13-30% PR*Gross revenue *Gross revenue *Projected revenue
  25. 25. Where are high performing budgets going @msweezey With out executive buy in there is no way you will have a best in class budget. 70% 39% 59% 39% 39% Digital Marketing Spend Traditional Marketing Spend Marketing tools and technology Marketing consulting Marketing headcount Increase in Spending
  26. 26. Correct TOOLSThe number Three key to being a high performer
  27. 27. High performers use12 Toolson average @msweezey
  28. 28. @msweezey 56% 57% 61% 48% 49% 51% 28% 21% 18% 18% 21% 17% 12% 5% 4% 5% 11% 4% MarkeKng analyKcs Web personalizaKon Emerging technology (e.g., wearables, IoT) Social listening tools MarkeKng automaKon Guided selling Break Down of Tools / Performance Level High Performers Moderate Performers Underperformers
  29. 29. High performers are 19x more likely to be able to create a single customer view. “ @msweezey
  30. 30. Journey must be personalized across all channels, and contextual to the moment. This means a minimum of the following connected systems: •  CRM (system of record) •  Marketing Automation (system of engagement) •  Website (owned engagements) •  Product (increased value) Connected Journeys
  31. 31. Marketing Sales Service Single Customer View allows for contextual experiences to be automated on any connected channel. Automation Platform (s) CRM System of relevance Allows for plug and play integrations with other apps who use data, and add to data. Website Product API Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow.
  32. 32. Correct TacticsThe number Four key to being a high performer
  33. 33. High performers see 2x-3x the value from the same tactics “ @msweezey
  34. 34. Of marketers say it takes 2-5 weeks to create a piece of content. 42% Of marketers say it takes more than 7 weeks to create a piece of content. 1/3 1 h#p://www.techvalidate.com/blog/2013-content-markeKng- research-Kme-spent-creaKng-content-2892 @msweezey
  35. 35. 52%OFHIGH PERFORMERSuseagile methods. @msweezey
  36. 36. Agile is the modern production method.“ @msweezey (speaking note: drop the mic here)
  37. 37. Agilestructure &Agileprocess*These can operate independent of each other
  38. 38. Agile PROCESS There are an infinitely growing number of marketing channels which require content. This brings about a new level of content we must produce. The only way to create enough content with a high enough success demands a new foundation on how we execute marketing campaigns. We must learn from other business departments who have faced similar issues.
  39. 39. Place your pin on the blue dot. Your goal will be to close your eyes and then draw a straight line to the red dot. Stop when you get there.
  40. 40. Your line probably looks like this.
  41. 41. Now try again, but feel free to stop when ever you want. Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many stops as you want.
  42. 42. Your second line probably looks like this.
  43. 43. User Stories MVPReview Execute Iterate This is the best way to create any future marketing asset, campaign, or program.
  44. 44. John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. AGILE EXAMPLE It doesn’t take 10 minutes to create this nurturing string. Test then make 3 more
  45. 45. IT FUNDAMENTALY CHANGED THE WAY WE GO TO MARKET.“ @msweezey HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
  46. 46. FOR MORE on AGILE VIEW: @msweezey h#ps://www.slideshare.net/ MathewSweezey/the-x-factor-the-secret-to- be#er-content-markeKng
  47. 47. More TACTICS
  48. 48. High and low performers use the same tactics, but high performers see 2x-3x the value. “ @msweezey
  49. 49. Organic reach on social media is 2-4%. This is because they are now a pay to play model. $$ @msweezey
  50. 50. Volvo Construction dealers sell $100 million dollars worth of new and used equipment each yearwith Facebook.
  51. 51. @msweezey PaidSOCIAL+email YOUR EMAIL DATABASE UPLOAD TO FACEBOOK/ TWITTER DISPLAY ADS TO THOSE EMAILS + LOOK-A-LIKES
  52. 52. WHEN A SOCIAL AD AND EMAIL ARE BOTH SENT TO A PERSON THE TOTAL NET EFFECT IS A 22% INCREASE IN ENGAGEMENT OVER EITHER BY THEMSELVES 22 @msweezey P E R C E N T
  53. 53. Traditional Marketing Digital Rapport building, lead generation Sales Acquisition 20% 20% The New Middle 60% Creating, building, and managing relationships across social media will require frequent small and phatic gestures. These actions can not be created by advertisements, or automations. They must be managed and executed by humans creating a new role for marketers, “The New Middle”. a new marketing role
  54. 54. Micro Actions Small phatic gestures called “Micro Actions” will be used by the new middle. These are likes, comments, shares, re-shares, etc. They also have the ability to create instant notifications on mobile devices by passing news feeds altogether. Provide a use to “Like” They are able to reliably break through the infinite noise because they are warranted, wanted, and valued by consumers and can not be blocked by ad-blockers. They also fulfill consumers purpose for being social in the first place.
  55. 55. Engage Look to doing simple social enabled actions. These actions go deeper into their purpose. •  Like •  Comment •  Mention •  Share @msweezey
  56. 56. Notifications Let the new middle know who to engage with and when. This is how the new middle improves the velocity of leads in the new selling market place.
  57. 57. People + Brand Look at both of these social profiles. Both engagements build the brand of Annuitas One is more human. @cahildago = Carlos Hildago, CEO Annuitas Group Followers = 11,401 @_annuitas = Annuitas Group, his company Followers = 1,999
  58. 58. “ By asking specific questions related to the content and mentioning the customers and people of interest from Twitter. I received engagement from the customers, who began to ask questions or agree or challenge points we made in the blogs….. They told us our approach was “refreshing” because we were building relationships without bombarding them with phone calls, emails and meetings (like the competition).“ @msweezey
  59. 59. They were successful at landing a total of $47 million in new businesses from the RFP’s and new businesses directly from these efforts. @msweezey
  60. 60. Conclusions
  61. 61. Thank You Mathew Sweezey Principal of MarkeKng Insights, Salesforce @msweezey

×