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How to Be Compliant and
Competitive Online
Humanize Your Bank with Social Media
Dean DeLisle – Forward Progress – Social Jack

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Dean DeLisle
• Founder and CEO of Forward Progress, Inc.
• Creator of Social Jack™ - Influencer Development System
• Started at Merrill Lynch 1982, Bank Auditor for 5 years, then
Systems, Digital Marketing, Influencer Development
• Trained and Coached over 120,000 in Influencer Development
• Host of Webcast/Podcast “Influence Factory”
• Author of FIRST – The Street Guide to Digital Business Influence
• Third Degree Black Belt
• Family, Friends, Community Theater, Music, Entertaining..

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www.csiweb.com

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Social Networks - Where Do You Stand Now?
YOU
ARE
HERE

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Stats

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Quick Stats to Know
76% of individuals surveyed say that they’re more likely to trust content shared by
“normal” people than content shared by brands. (Adweek)
Brand messages reached 561% further when shared by employees vs the same
messages shared via official brand social channels (MSLGroup)
Peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions.
(McKinsey)
Content shared by employees receives 8x more engagement than content shared by
brand channels. (Social Media Today)
Sales reps using social media as part of their sales techniques outsell 78% of their
peers. (Forbes)

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Definitions

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What is a Community Marketing?
Community marketing is a strategy to engage an audience in an active, non-intrusive
prospect and customer conversation. Whereas marketing communication strategies such
as advertising, promotion, PR, and sales all focus on attaining customers, Community
Marketing focuses on the perceived needs of existing customers. This accomplishes four
things for a business:
• Connects existing customers with prospects
• Connects prospects with each other
• Connects a company with customers/prospects to solidify loyalty
• Connects customers with customers to improve product adoption, satisfaction, etc.
There are two types of community marketing:
• Organic or natural marketing occurs without the assistance of the company. Organic
marketing is word-of-mouth marketing and is one of the most effective marketing
methods
• Sponsored community marketing is promoted by company through activities like
investments in the local community improvement initiatives or corporate social
responsibility. Source: Wikipedia – Ian Bryan

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What is a Business Influencer?
Influencing is a necessary skill for anyone in business,
whether a person is a manager or a salesperson. The ability
to bring others to your way of thinking without force or
coercion is important in business. Influencing others is a
transferable skill businesspersons take with them from job
to job in the business world.
Managers want to convince employees to work hard, and
salesmen need to convince clients their product is the best
purchase choice.
Source: CRON NEWS

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What is Employee Advocacy?
It is the promotion of your company by the people who work for it. People
advocate for their employers on social media all the time. A Facebook post
like, “Just had a great catered lunch at work. Thanks, [Employer!]” counts
as employee advocacy. So does sharing the latest post from the company
blog on your LinkedIn feed.
This informal, everyday sharing isn’t what has the marketing world excited,
however. Employee advocacy as a marketing tactic is a strategic,
sustainable program to encourage employees to share brand values and
messages in an organic way.
Source: LINKEDIN

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Real Challenges

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The Changing Landscape
• Culture
• Market
• Information
• Employees
• Clients/Customers @FwdProgressInc

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Social Network Efforts
Why do they often not work for organizations?
MINDSET!

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The Issue with Social Networks - Organizational
• What about productivity?
• How can we control this?
• Can this really help us?
• Does the risk outweigh the benefits?
• Why is this in my department?

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The Issue with Social Networks - Individual
• “I don’t have enough time”
• “I don’t know what my voice should be”
• “I worry about negative comments”
• “I don’t know what to post”
• “I’m worried about what people will think”

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Humanizing Your Bank
Online – 7 Key Areas

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Structure of an Online Humanized Bank
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement

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Structure of an Online Humanized Bank
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement • Employee Access. First of all, your
corporate social media
policy should specify what sites
employees are allowed to use at
work
• Use of Official Accounts
• Conduct, Oversight, and
Enforcement
• Security Guidelines
• Disclaimers
• Rules of Engagement
Source: PowerDMS

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Structure of an Online Humanized Bank
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement • Executive – Knows the business mission
• Finance – Knows the money
• Marketing – Brand Champion
• Sales – Knows the objectives for new
business
• Account Execs – Knows the current
customers
• Customer Service – Knows what needs
fixing
• Operations – Knows what makes the
business run
• HR – Knows the people and policies
• Compliance – Knows the boundaries

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Structure of an Online Humanized Bank
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement • Policy - Review of policy
• Guidelines – the boundaries
• Objectives – Bank level business goals
• Social Teaming – working together
online
• Building Influence – What’s in it for
them
• Advocacy – How to be a brand
champion, rewards, etc.
• Functional Social Media/Digital Basics
• Social Selling – Sales Team ++
• Measuring Success

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Structure of an Online Humanized Bank
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement
• Represents “Thought Leadership” in
the bank and in the community.
• Fan of the brand already.
• Do Your Research! This person is
representing your brand.
• Check out all their Social Media
platforms (and Google history).
• Discuss topics that could undermine
the value of your products or services
• Ensure they are polite, articulate, write
well-researched posts (training).
• Don’t base decisions solely on followers
or willingness.
• External Champion – a larger
investment.

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Structure of an Online Humanized Bank
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement
• Do Your Research! This person is
representing your brand.
• Fan of the brand already.
• Check out all their Social Media
platforms (and Google history).
• Discuss topics that could undermine
the value of your products or services
• Ensure they are polite, articulate, write
well-researched posts (training).
• Don’t base decisions solely on followers
or willingness.

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www.csiweb.com
Structure of an Online Humanized Bank
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement
• Content
• Blogs/Press Releases/Print
• Video/Images
• Live Stream
• Distribution
• Social Media Channels
• Website/Blog
• Newsletters/Email Communication
• Advertising – thought leadership

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Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement
Structure of an Online Humanized Bank
• Audience Relevancy
• Impressions
• Views (platform dependent)
• Engagement Rate (ER)
• Click-Through Rate (CTR)
• Increase in Followers (GAIN)
• Signups (Leads)
• Sales
• Commercial
• Consumer
• Employee Satisfaction
• Recruiting is Easier!

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Case Study

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Awareness
Consideration
Conversion
Loyalty
Advocacy
Word-of-Mouth
2. Consumers add or subtract
brands as they evaluate what they
want
1. The consumer considers
an initial set of brands,
based on brand perceptions
and exposure to recent
touch points.
4. After purchasing a product or service,
the consumer builds expectations based on
experience to inform the next decision journey.
3. Ultimately,
the consumer
selects a brand
at the moment
of purchase.
Moment of
Purchase
Initial
Consideration
Active Evaluation
Information gathering, shopping
Post purchase Experience
Ongoing exposure
Loyalty loop
Trigger
Challenge: Build Online Presence Without Ads
Content Marketing and the Consumer Journey

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Challenge: No Real Online Brand Presence

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Solution: Influencer Marketing
• Spotlighting the team from the inside out
• Employee’s – enhanced LinkedIn ProfilesVideo
• Executives - thought leadership
• Employee Spotlight (hosting online events)
• Employee Advocacy
• Goal: Humanize Brand
• Featured Business Clients
• Loyal Clients
• New Client Welcome
• Startup Spotlight
Source: Nielson
Note: Added Employee Advocacy

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Community Marketing
• Spotlighting local businesses
• New businesses
• Featured business
• Veteran owned
• Recognition
• Business events
• online/in person
• Featured charities
• Centrust charities
• Other local efforts

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The Next Evolution of SEM
Average one-two SEO
client or employee
focused press release
per month. Then publish
on Social Media profiles
and website.
Also, sent via email
newsletter monthly.

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Steps Taken
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement

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Employees Bank
Personal Branding Humanized Brand
Thought Leadership Thought Leadership
Career Advancement Social Team Culture
Powerful Network Recruiting Engine (SR)
Increased Skills Social Team Leaders
More Income Increased Market Share
Benefits

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Results
• Commercial Business Increased – > 20%
• Deposits Increased – >20%
• Active Online Community – Social Media
• Expanded Digital Search Footprint
• Email List Grew 4x in 6 months
• Recruiting Solely from Influencers Networks
• Employees having fun online (and
behaving)
• Now we move on to Nurturing Ads (CTN)!


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Summary
34

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Is it Your Turn?
Humanized
Bank
Policy
Management
Team
Training
Influencer
Team
Employee
Team
Marketing
Distribution
Measurement
1. Build Policy
2. Enroll Management Team
3. Structure Training
4. Enroll Influencer Team
5. Enroll Employee Team
6. Confirm Marketing Support
7. Commit to Measure
8. Celebrate the Results

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Thank You