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How financial services can hit their social media sweetspots

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How financial services can hit their social media sweetspots

  1. 1. Michael Taggart Head of digital and social MRM
  2. 2. Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest.
  3. 3. Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest. The UK’s biggest and best brands are selling their wares, promoting themselves and conducting customer services on the social web.
  4. 4. Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest. The UK’s biggest and best brands are selling their wares, promoting themselves and conducting customer services on the social web. But what about financial services? A bank, insurer, adviser or fund manager tweeting? Wouldn’t that be a bit like...
  5. 5. Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest. The UK’s biggest and best brands are selling their wares, promoting themselves and conducting customer services on the social web. But what about financial services? A bank, insurer, adviser or fund manager tweeting? Wouldn’t that be a bit like...... ...watching your dad dance?
  6. 6. Then there are these issues 1. Compliance
  7. 7. Then there are these issues 1. Compliance 2. Financial services are boring
  8. 8. To work out how to hit your sweetspot, you need to understand:
  9. 9. To work out how to hit your sweetspot, you need to understand: 1. Where social media came from, what it has changed and why that matters; 2. How to join the conversations that could affect your business or maybe already are; 3. How to influence those taking part; 4. And how to check if your efforts are working for you...
  10. 10. To work out how to hit your sweetspot, you need to understand: 1. Where social media came from, what it has changed and why that matters; 2. How to join the conversations that could affect your business or maybe already are; 3. How to influence those taking part; 4. And how to check if your efforts are working for you...without looking like a dancing dad.
  11. 11. But let’s start at the beginning
  12. 12. But let’s start at the beginning Before the world changed
  13. 13. In the 1980s, most businesses communicated only like this
  14. 14. It reached you like this
  15. 15. And like this...
  16. 16. And like this...
  17. 17. But it wasn’t exactly a conversation
  18. 18. Then, along came the internet...and communications looked more like this
  19. 19. People soon realised that if they could talk to the company, then they could complain, review and ask inconvenient questions. So marketers removed ‘unhelpful comments’. Which led to people questioning the point of engaging with a company that censored real conversation, when you could interact with peers instead?
  20. 20. So this happened...and it changed everything
  21. 21. The social web is about multi-faceted communication where you follow people, and people follow you. And every user is at the centre of a network of people and ideas that that are relevant to him or her. The reason people went online in the past was so that they could see things, experience things, and search for things. The reason people go online today is to be a part of other people's communication. To be connected, to be there, to be available, to join the conversation.
  22. 22. That’s why these are so popular
  23. 23. 26m active users (42% of pop.) 5m active users 17m active users 4m active users UK social media usage by numbers
  24. 24. ? IT’S RUBBISH ONCE YOU GET THE PACKAGING OFF! !!! ! OUR PRODUCT IS BRILLIANT, LOOK AT THE PACKAGING! It means you can’t dress up poor products in shiny packaging anymore
  25. 25. So how do you sell your financial services on the social web?
  26. 26. Permission Permission PERMISSION Permission Permission Permission Permission Permission Permission Permission Permission Permission Permission PermissionPermission Permission Permission P e r m i s s i o n Permission Permissi on Permission Permission Permission Permission
  27. 27. That means you don’t always talk about yourself…
  28. 28. That means you don’t always talk about yourself… ...you help others and share content that will be useful to them
  29. 29. And when you are talking about your products, you don’t market them…
  30. 30. And when you are talking about your products, you don’t market them… ...you share them
  31. 31. Start by listening...to find out • What people are saying about you, your competitors and your industry • Who the influencers are in those conversations • Where they ‘hang out’ on the social web
  32. 32. Why? So you can... • Join the communities that matter to you • Identify critics and turn them into advocates • Identify advocates and turn them into evangelists • Generate sales leads • Gather feedback • Spot threats before they become crises • Defend your reputation by responding to negative feedback
  33. 33. Content Marketing
  34. 34. When you can’t get in the media, create the media Good content marketing is: • Unique • Useful • Polished • A good match with the media channel
  35. 35. We’ll help you... • Prepare your content ‘to go’
  36. 36. We’ll help you... • Prepare your content ‘to go’ • Think in ‘bite sizes’
  37. 37. We’ll help you... • Prepare your content ‘to go’ • Think in ‘bite sizes’ • Embrace Twitter
  38. 38. We’ll help you... • Prepare your content ‘to go’ • Think in ‘bite sizes’ • Embrace Twitter • Make a blog your ‘content engine’
  39. 39. We’ll help you... • Prepare your content ‘to go’ • Think in ‘bite sizes’ • Embrace Twitter • Make a blog your ‘content engine’ • Become a curator
  40. 40. Community Building
  41. 41. We’re digital natives who know the rules of engagement...we’ll help you • Feed the beast • Promote your community and their stuff • Engage in realtime
  42. 42. Crisis Management
  43. 43. We’ll help you... • Listen • Assess • Act decisively • Fish where the fish are • Be polite • Take control • Redirect the crisis • Follow up
  44. 44. Word of Mouth
  45. 45. We’ll help you... • Influence the influencers • Energise brand advocates • Create ‘social proof’
  46. 46. We’ll help you... • Influence the influencers • Energise brand advocates • Create ‘social proof’
  47. 47. To have your cake and eat it...
  48. 48. Michael Taggart, MRM Email: michael.taggart@mrm-london.com Twitter: @michael_taggart Blog: www.mrm-london.com Tel: 020 3326 9913 Mob: 07780 008939 CONTACT
  49. 49. Attribution All images used under Creative Commons licence: SLIDES 1, 9,10, 11: Sweet Sunday Afternoon by Mankamundo SLIDE 6: Dancing Dad by MrManc SLIDE 7: No Entry Painted1 by Satguru SLIDE 8: Yawn! by QuinnAnya SLIDES 12, 13: Blue Marble (Planet Earth) by Nasa Goddard Flight Centre SLIDE 15: Reading the newspaper by pedrosimoes7 SLIDE 16: Television Desert Dream by canthc SLIDE 17: Radio by… SLIDE 18: One Way Ewell2 by SatGuru SLIDES 32, 33: Ear by Menage a Moi SLIDE 35: Arsat Fisheye Test by The Nige SLIDE 42: Overflowing Ants by Jaxxon SLIDE 43: Attendees of the 1898 Indian Congress [Afraid of Eagle, Sioux] by Boston Public Library SLIDE 44: Licorne2 by Pierre J SLIDE 46: I don't think you have washed this bit by Eleda SLIDE: 49: Day 163 – Happy Birthday by Christophe Verdier

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  • MichaelTaggart2

    Jun. 7, 2011

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