Best Practices in Financial Services Social
Media: What’s #Trending Now & What Will The
Future Bring? -- by Mark Zmarzly
P...
Let’s Learn and Have Some Fun!
Me Looking into the Future & Seeing that
You Really Enjoyed Yourself Afterward
Mark Zmarzly
www.hippocket.net
@BankMarketing www.linkedin.com
/in/markzmarzly
Who the Heck am I?
1992 1996 2000 20030 2005
High School Career
Assessment: Forest Ranger
1999
BA in English &
Organizational
Communication S...
20102005-2008 2012
2011
SVP of
Financial
Services
2009
@BankMarketing
2009 2011
Linkedin.com/MarkZmarzly
2005 Now – all in...
Current & future
Launching first client – ubt.com.
Mortgage, Auto, and Retirement
comparisons are available now.
Launching...
What is Social Media?
https://www.dropbox.com/s/hfsyeorjg34gd4s/Social%20Intro2.mp4
2000 2001 2002 20030 2004
2000
Dot Com
Bubble Bursts
2001
Wikipedia
launched
1960s
Al Gore Invents
the Internet
1998
Blog
...
2006 20082005 2010
US
Subprime
Lending
Peaks
2007 2009
11/2007
Keypoint FCU –
online banking
into FB Active Facebook Users...
© Hip Pocket 2014
Is it Necessary for Us?
What Customers Say About Us
It’s No Wonder…
It’s No Wonder…
It’s No Wonder…
Annoying, Boring, & Unhelpful, but
Maybe Not Entirely Ineffective???
The Good News: We Don’t Care!
We May Not Be Red Bull
But We Can Innovate/Reinvent
• Kitty & Lala: https://www.youtube.com/watch?v=JFbUbAWbB-s
• Current Trends
• 4 Case Studies
• Big 3 Platforms
• The Future?
Peaking Ahead
• Own Your Community
• Engage Sub Communities
• Crowdsourcing
• Mission-Driven
• Generate Social Virality
• Engaging Voice...
Not All Trends Are Good
What’s Hip? What’s Trendy?
Own Your Community
Own Your Community
10,800k likes in 2012. 35,740 now. 250% growth.
Own Your Community
10,800k likes in 2012. 35,740 now. 250% growth.
Own Your Community
Own Your Community
Own Your Community
Own Your Community
Conversely…
Own Your Community
42k likes in 2012. 55k now. 31% growth.
Own Your Community
Engage a Sub Community
Engage a Sub Community
301,000 members
Engage a Sub Community
Founded in 2000
Engage a Sub Community
https://www.bizcrowd.com
Engage a Sub Community
https://www.bizcrowd.com
Engage a Sub Community
Engage a Sub Community
Engage a Sub Community
Engage a Sub Community
Engage a Sub Community
Engage a Sub Community
https://www.ubt.com/business-banking/catalyst-small-business
Engage a Sub Community
https://www.ubt.com/business-banking/catalyst-small-business
Engage a Sub Community
Crowdsourcing
Crowdsourcing
Crowdsourcing
Crowdsourcing
Crowdsourcing
Crowdsourcing
Crowdsourcing
Crowdsourcing
Crowdsourcing
Home Improvement Challenge
• Photo contest housed on FB
• $7,500 prize to be used for a
home improvement pro...
Crowdsourcing
• National Bank of Arizona
awarded $10K to a local
business through a video
contest housed on FB
• Winner wa...
Mission-Driven Campaigns
Amplify Your Giving Visibility
From FMS Social: http://fmssocial.com
Amplify Your Giving Visibility
From Sundin Inc: http://www.sundininc.com
Amplify Your Giving Visibility
From Sundin Inc: http://www.sundininc.com
Amplify Your Giving Visibility
From Sundin Inc: http://www.sundininc.com
Amplify Your Giving Visibility
From Social Assurance: www.socialassurance.com
Amplify Your Giving Visibility
From Social Assurance: www.socialassurance.com
Amplify Your Giving Visibility
From Social Assurance: www.socialassurance.com
“As we have done since the
inception of the ...
Virality – Rapid Social Spreading
Virality
“If a piece of content makes
people seem smart, they’re more
likely to share it with their
friends. And people like being
...
Virality
50k wait list before launch
50k wait list before launch
Have a Distinct Voice
Instead of Doing This:
Voice
http://www.currencymarketing.ca/young-free/
Voice
Voice
http://www.frankbyocbc.com - Singapore
Voice
http://www.frankbyocbc.com
Voice
At the center of Vancity’s brand is the concept of ‘balanced prosperity,” a strategy driven by a “triple
bottom line” of f...
Voice
Voice
Voice
Voice
http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/
Voice
• Dollar Shave Club – beta
4/2011
• Video launched March, 6 2012
• 2 Million views in first 4 days
• 4.1 Million views tot...
Own Your Community
Would You Want To Get Lunch
with Your Social Media Voice?
How About
Lunch?
My Mouth’s
Not Real.
Would You Eat a Philly
Cheesesteak with this Person?
Would You Eat a Philly
Cheesesteak with this Person?
Hand-Selected Case Studies
Case Study 1: Navy FCU
Case Study 1: Navy FCU
06/15/14 96
• Ask the
Question
• Provide
relevant
information
• Single Auto-
buying post,
1,525 Likes
06/15/14 100
“We are trying to be a friend people look
forward to engaging with,” explained Don
Varela, the lead strategist for social ...
Case Study 2: Social Money &
Smarty Pig
• SmartyPig, LLC – Iowa
• Launched in 2008
• $0 in advertising expenses
• $500 MM in deposits (BBVA
Compass) in 2012.
• $3...
• Personality/Voice
• Product-focused
• Engage on the Benefits
• Consistency
Social Media Case Study #2
• Majority of customers have 4+ goals
• 70%+ of customers share their goals (can be kept private)
• When savers reach rede...
How One-Click Saver works
Install the SmartyPig Chrome extension.
Begin shopping online!
Find a product you want to save f...
SmartyPig automatically pulls the product name, image, and price, while
you indicate when you’d like to purchase the item.
“As banks struggle with social media, SmartyPig LLC is set to offer its
tried-and-true approach to any bank that wants it....
Time: When Keeping Up
with the Joneses Means
You’ll Save More Money
3 Random Groups - .3%
vs. 5% vs. “peer group”
“Social ...
Peer group could vocalize
their goals and see peer
progress.
“…The Peer Group
Treatment deposit 3.5
times more often into ...
Case Study 2: Social Money &
Smarty Pig
Case Study 3: Umpqua
https://www.youtube.com/watch?v=z8flLtw-ob4
Case Study 4: NAB
Case Study 4: NAB
Case Study 4: NAB
http://moreless.nab.com.au
Case Study 4: NAB
http://moreless.nab.com.au
NAB in 2011
http://breakup.nab.com.au/2011/02/why-did-we-break-up/#content
• 18% market share compared with 33%,
31%, and ...
http://breakup.nab.com.au/2011/02/why-did-we-break-up/#content
• Differentiation-focused
• Specialized landing page
• http...
http://socialmediaclub.org/blogs/from-the-clubhouse/social-media-case-study-national-australia-bank
• Results
• Commonweal...
NAB in the Future
https://www.youtube.com/watch?v=1BOKmUDBTR8
A Word About the Big 3 Platforms
A Word About the Big 3 Platforms
Facebook
Twitter
Engaging the Community
Engaging a Sub Community
https://www.youtube.com/watch?v=TKL_cn8vhjo
You Can’t Control it…at all
The Battle for Small Biz
LinkedIn Facts
• Founded in 2003 (11 years old!)
• More than 300 Million Members as of 5/1/14. 100M in US
• 40% of users c...
Social Selling is a result of social buying
Social Selling 101 THE INTERNET HAS CHANGED THE GAME
The good news is that
LinkedIn is still an
emerging trend within
banking and there’s
lots of available
opportunity.
“Comme...
06/15/14 169
What Will the Next 10 Years Bring?
• Social Channel Consolidation
- You can’t be everywhere
• Data Integration
- What social data do you want most?
• Platfor...
• Niche Down
- Can you win all retail or a long tail?
• ROI Focus
- Strategy and sales need attention
• Digital vs. Social...
“‘Digital strategy on social platforms,’
uses social media to broadcast
commercial messages and seek
customer feedback…’so...
“American Express's OPEN Forum, a
website where entrepreneurs share ideas, is
an example of a successful social strategy…
...
06/15/14 178
• “We started the contest on May 1, 2013 at 8,860 page Likes and ended May
31, 2013 with 15,190 page Likes for a net total...
• Of what we’ve seen,
what was digital
strategy vs. true
social strategy?
• Where does your
bank stand?
• Can you innovate...
Mark Zmarzly
mark@hippocket.net
402.802.1005
@BankMarketing ​https://www.linke
din.com/in/markz
marzly
Let’s Connect
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?
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Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?

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This presentation was a 3.5 hour class delivered in two parts as the 2014 ABA Stonier Graduate School of Banking. It's grown and expanded over the last two years since I first gave it for J.D. Power & Associates Social Media Division. Below are more details:

Best Practices in Financial Services Social Media: What's Trending Now and What WIll the Future Bring?

Banks and Credit Unions large and small are still struggling with how best to use social media to move from awareness to engagement to sales. Through an in-depth analysis of our industry’s attempts to engage consumers, we’ll analyze today’s best trends and how your institution can leverage social media in the future to drive engagement and sales.

Specifically, we’ll look at:

· Great examples of large, multifaceted social media campaigns from institutions around the world.
· What’s working in the US and abroad to drive social engagement in brand, mission, and product sales.
· Why storytelling, voice, and brand all need to come together in a consistent fashion for social media to excel.
· Specific case studies of brands inside and outside of Financial Services that have excelled at using social media to engage and sell.

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Best Practices in Financial Services Social Media: What's Trending Now and What Will the Future Bring?

  1. 1. Best Practices in Financial Services Social Media: What’s #Trending Now & What Will The Future Bring? -- by Mark Zmarzly Presented at the ABA Stonier Graduate School of Banking on June 10-11, 2014.
  2. 2. Let’s Learn and Have Some Fun!
  3. 3. Me Looking into the Future & Seeing that You Really Enjoyed Yourself Afterward
  4. 4. Mark Zmarzly www.hippocket.net @BankMarketing www.linkedin.com /in/markzmarzly Who the Heck am I?
  5. 5. 1992 1996 2000 20030 2005 High School Career Assessment: Forest Ranger 1999 BA in English & Organizational Communication Studies 1975 Born 2005 MA in Creative Writing The salad years Writer & English Teacher Who am I?
  6. 6. 20102005-2008 2012 2011 SVP of Financial Services 2009 @BankMarketing 2009 2011 Linkedin.com/MarkZmarzly 2005 Now – all in Financial Services Marketing - Editor I Copywriter I Creative Manager I AE I SVP Financial Services I Business Development Executive I Speaker Who am I? my blog 2013 2014 Idea was born ABA SBMM
  7. 7. Current & future Launching first client – ubt.com. Mortgage, Auto, and Retirement comparisons are available now. Launching next group of clients immediately. Facebook application planned for fall of 2014. Second generation in late 2014. A Word from My Lawyer FFIEC & Your Compliance Department are the boss. I analyze our industry for new insights and future trends. Don’t sue me! Seriously…I have a wife and 3 kids!
  8. 8. What is Social Media? https://www.dropbox.com/s/hfsyeorjg34gd4s/Social%20Intro2.mp4
  9. 9. 2000 2001 2002 20030 2004 2000 Dot Com Bubble Bursts 2001 Wikipedia launched 1960s Al Gore Invents the Internet 1998 Blog What is Social Media?
  10. 10. 2006 20082005 2010 US Subprime Lending Peaks 2007 2009 11/2007 Keypoint FCU – online banking into FB Active Facebook Users: 0 to 1.22+B 2011 2012 7/2007 PayPal on FB3/2006 First Major FI Blog 8/2007 TD Bank (Canada) 3/2008 Quicken Loans on Twitter 2013 What is Social Media? Now $16B
  11. 11. © Hip Pocket 2014 Is it Necessary for Us?
  12. 12. What Customers Say About Us
  13. 13. It’s No Wonder…
  14. 14. It’s No Wonder…
  15. 15. It’s No Wonder…
  16. 16. Annoying, Boring, & Unhelpful, but Maybe Not Entirely Ineffective???
  17. 17. The Good News: We Don’t Care!
  18. 18. We May Not Be Red Bull
  19. 19. But We Can Innovate/Reinvent • Kitty & Lala: https://www.youtube.com/watch?v=JFbUbAWbB-s
  20. 20. • Current Trends • 4 Case Studies • Big 3 Platforms • The Future? Peaking Ahead
  21. 21. • Own Your Community • Engage Sub Communities • Crowdsourcing • Mission-Driven • Generate Social Virality • Engaging Voice • Not all Trends are “good” Listen & Learn from Trends
  22. 22. Not All Trends Are Good
  23. 23. What’s Hip? What’s Trendy?
  24. 24. Own Your Community
  25. 25. Own Your Community 10,800k likes in 2012. 35,740 now. 250% growth.
  26. 26. Own Your Community 10,800k likes in 2012. 35,740 now. 250% growth.
  27. 27. Own Your Community
  28. 28. Own Your Community
  29. 29. Own Your Community
  30. 30. Own Your Community
  31. 31. Conversely…
  32. 32. Own Your Community 42k likes in 2012. 55k now. 31% growth.
  33. 33. Own Your Community
  34. 34. Engage a Sub Community
  35. 35. Engage a Sub Community 301,000 members
  36. 36. Engage a Sub Community Founded in 2000
  37. 37. Engage a Sub Community https://www.bizcrowd.com
  38. 38. Engage a Sub Community https://www.bizcrowd.com
  39. 39. Engage a Sub Community
  40. 40. Engage a Sub Community
  41. 41. Engage a Sub Community
  42. 42. Engage a Sub Community
  43. 43. Engage a Sub Community
  44. 44. Engage a Sub Community https://www.ubt.com/business-banking/catalyst-small-business
  45. 45. Engage a Sub Community https://www.ubt.com/business-banking/catalyst-small-business
  46. 46. Engage a Sub Community
  47. 47. Crowdsourcing
  48. 48. Crowdsourcing
  49. 49. Crowdsourcing
  50. 50. Crowdsourcing
  51. 51. Crowdsourcing
  52. 52. Crowdsourcing
  53. 53. Crowdsourcing
  54. 54. Crowdsourcing
  55. 55. Crowdsourcing Home Improvement Challenge • Photo contest housed on FB • $7,500 prize to be used for a home improvement project • Participants submitted a pic of their project & description of why it was important to them • General public voted to determine the winner •increase of 23% in home equity products for the campaign from the previous year. The marketing spend was also significantly less.
  56. 56. Crowdsourcing • National Bank of Arizona awarded $10K to a local business through a video contest housed on FB • Winner was selected by public vote • Total views to the Facebook tab reached 2,128 • Total video views exceeded 3,000
  57. 57. Mission-Driven Campaigns
  58. 58. Amplify Your Giving Visibility From FMS Social: http://fmssocial.com
  59. 59. Amplify Your Giving Visibility From Sundin Inc: http://www.sundininc.com
  60. 60. Amplify Your Giving Visibility From Sundin Inc: http://www.sundininc.com
  61. 61. Amplify Your Giving Visibility From Sundin Inc: http://www.sundininc.com
  62. 62. Amplify Your Giving Visibility From Social Assurance: www.socialassurance.com
  63. 63. Amplify Your Giving Visibility From Social Assurance: www.socialassurance.com
  64. 64. Amplify Your Giving Visibility From Social Assurance: www.socialassurance.com “As we have done since the inception of the bank, the bank remains strongly committed to supporting the arts, culture, and health and human service needs in the communities we serve.”
  65. 65. Virality – Rapid Social Spreading
  66. 66. Virality
  67. 67. “If a piece of content makes people seem smart, they’re more likely to share it with their friends. And people like being the first to share information because it makes them seem cool and in-the-know.” -- Jonah Berger, author of Contagious http://jonahberger.com/books/contagious/
  68. 68. Virality
  69. 69. 50k wait list before launch
  70. 70. 50k wait list before launch
  71. 71. Have a Distinct Voice
  72. 72. Instead of Doing This:
  73. 73. Voice http://www.currencymarketing.ca/young-free/
  74. 74. Voice
  75. 75. Voice http://www.frankbyocbc.com - Singapore
  76. 76. Voice http://www.frankbyocbc.com
  77. 77. Voice
  78. 78. At the center of Vancity’s brand is the concept of ‘balanced prosperity,” a strategy driven by a “triple bottom line” of financial returns, social returns, and environmental returns. – Jeffry Pilcher of TheFinancialBrand.com Voice
  79. 79. Voice
  80. 80. Voice
  81. 81. Voice
  82. 82. Voice
  83. 83. http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/ Voice
  84. 84. • Dollar Shave Club – beta 4/2011 • Video launched March, 6 2012 • 2 Million views in first 4 days • 4.1 Million views total in first 2 months. • 14,770,000 to date • $4,500 video production costs Michael Dubin • Co-founder & CEO • Digital marketer/brand development • Improv comedy background - Groundlings • Personality/Voice http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/ Voice
  85. 85. Own Your Community Would You Want To Get Lunch with Your Social Media Voice? How About Lunch? My Mouth’s Not Real.
  86. 86. Would You Eat a Philly Cheesesteak with this Person?
  87. 87. Would You Eat a Philly Cheesesteak with this Person?
  88. 88. Hand-Selected Case Studies
  89. 89. Case Study 1: Navy FCU
  90. 90. Case Study 1: Navy FCU
  91. 91. 06/15/14 96
  92. 92. • Ask the Question • Provide relevant information • Single Auto- buying post, 1,525 Likes
  93. 93. 06/15/14 100
  94. 94. “We are trying to be a friend people look forward to engaging with,” explained Don Varela, the lead strategist for social media. “Our mantra is engage now, sell later.”
  95. 95. Case Study 2: Social Money & Smarty Pig
  96. 96. • SmartyPig, LLC – Iowa • Launched in 2008 • $0 in advertising expenses • $500 MM in deposits (BBVA Compass) in 2012. • $3 Billion in Goals reached in first 4 years. Social Media Case Study #2
  97. 97. • Personality/Voice • Product-focused • Engage on the Benefits • Consistency Social Media Case Study #2
  98. 98. • Majority of customers have 4+ goals • 70%+ of customers share their goals (can be kept private) • When savers reach redemption, they usually open 2 more goals. • "Social media as a whole isn't a luxury," says SmartyPig's president, Scott McCormack, “it's a necessity, which is why banks are turning to us." • Financial Literacy • Cross-sell • Contests • Pre-spend behaviors • Life stage data • Special offers Social Media Case Study #2
  99. 99. How One-Click Saver works Install the SmartyPig Chrome extension. Begin shopping online! Find a product you want to save for? Click on the browser extension icon and set up a goal. SmartyPig automatically pulls the product name, image, and price, while you indicate when you’d like to purchase the item.
  100. 100. SmartyPig automatically pulls the product name, image, and price, while you indicate when you’d like to purchase the item.
  101. 101. “As banks struggle with social media, SmartyPig LLC is set to offer its tried-and-true approach to any bank that wants it.” “We are taking the essence of SmartyPig and we are putting it into an application that can live inside of an existing banking website.“ 2012: 6 domestic banks, 3 overseas banks, 3 prepaid card vendors, and non-profit. http://www.americanbanker.com/issues/177_22/smartypig-social-media-twitter-facebook-money-systems-goal-saver-1046243-1.html
  102. 102. Time: When Keeping Up with the Joneses Means You’ll Save More Money 3 Random Groups - .3% vs. 5% vs. “peer group” “Social forces—peer pressure, in this instance—seem to have more power to change behavior than plain old monetary incentives.” "The idea is to share that with your family and friends, and keep up the social pressure to reach your goals.” – Smarty Pig user Nathan Robertson
  103. 103. Peer group could vocalize their goals and see peer progress. “…The Peer Group Treatment deposit 3.5 times more often into the savings account, and their average savings balance is almost twice that of the control group.”
  104. 104. Case Study 2: Social Money & Smarty Pig
  105. 105. Case Study 3: Umpqua
  106. 106. https://www.youtube.com/watch?v=z8flLtw-ob4
  107. 107. Case Study 4: NAB
  108. 108. Case Study 4: NAB
  109. 109. Case Study 4: NAB http://moreless.nab.com.au
  110. 110. Case Study 4: NAB http://moreless.nab.com.au
  111. 111. NAB in 2011 http://breakup.nab.com.au/2011/02/why-did-we-break-up/#content • 18% market share compared with 33%, 31%, and 18% = the big 4 • Twitter, Video, Guerilla, Print, Micro • Feb 14, 2011
  112. 112. http://breakup.nab.com.au/2011/02/why-did-we-break-up/#content • Differentiation-focused • Specialized landing page • http://breakup.nab.com.au NAB in 2011
  113. 113. http://socialmediaclub.org/blogs/from-the-clubhouse/social-media-case-study-national-australia-bank • Results • Commonwealth Bank and others fought back – $1,200 cash for NAB customers to refinance NAB in 2011
  114. 114. NAB in the Future https://www.youtube.com/watch?v=1BOKmUDBTR8
  115. 115. A Word About the Big 3 Platforms
  116. 116. A Word About the Big 3 Platforms
  117. 117. Facebook
  118. 118. Twitter
  119. 119. Engaging the Community
  120. 120. Engaging a Sub Community https://www.youtube.com/watch?v=TKL_cn8vhjo
  121. 121. You Can’t Control it…at all
  122. 122. The Battle for Small Biz
  123. 123. LinkedIn Facts • Founded in 2003 (11 years old!) • More than 300 Million Members as of 5/1/14. 100M in US • 40% of users check it daily • Well educated, well compensated: http://www.globalrecruitingroundtable.com/2013/01/22/LinkedIn-facts-figures-2013/#.U4zZg1zjyzA
  124. 124. Social Selling is a result of social buying Social Selling 101 THE INTERNET HAS CHANGED THE GAME
  125. 125. The good news is that LinkedIn is still an emerging trend within banking and there’s lots of available opportunity. “Commercial Lender” in Omaha, NE Social Selling Social Selling 101 THE INTERNET HAS CHANGED THE GAME
  126. 126. 06/15/14 169
  127. 127. What Will the Next 10 Years Bring?
  128. 128. • Social Channel Consolidation - You can’t be everywhere • Data Integration - What social data do you want most? • Platform Integration - Online acct access within FB
  129. 129. • Niche Down - Can you win all retail or a long tail? • ROI Focus - Strategy and sales need attention • Digital vs. Social Strategy - Bolt on or are you strategic?
  130. 130. “‘Digital strategy on social platforms,’ uses social media to broadcast commercial messages and seek customer feedback…’social strategy on social platforms,’ steers clear of direct broadcasting in favor of helping customers create and strengthen relationships with each other.” -- Mikolaj Jan Piskorski http://hbswk.hbs.edu/item/7545.html
  131. 131. “American Express's OPEN Forum, a website where entrepreneurs share ideas, is an example of a successful social strategy… I've received help for my business under the umbrella of American Express, and I'm more likely to recommend AmEx to my friends because I've made this great connection, and the cost of customer acquisition for AmEx drops. This is, in fact, what American Express has found to be the case.” -- Mikolaj Jan Piskorski http://hbswk.hbs.edu/item/7545.html
  132. 132. 06/15/14 178
  133. 133. • “We started the contest on May 1, 2013 at 8,860 page Likes and ended May 31, 2013 with 15,190 page Likes for a net total of 6,330 new page Likes. • Our goal was 4,000 new likes, which we exceeded by more than 50%• Our fans uploaded 100 mustache pictures – our goal was 50. • The total number of votes: 12,707 – which means we probably had more than 10,000 visits to our Facebook page• People spun the slot machine at least 950 times, but probably much, much more. Our goal was to get 500 people to spin, which we nearly doubled.• Our brand engagement rate spiked, topping out at 26.81% during the week of May 14-20, 2013.” Or Will We Keep On Keeping On?
  134. 134. • Of what we’ve seen, what was digital strategy vs. true social strategy? • Where does your bank stand? • Can you innovate to break bad trends and start better ones? Parting Thoughts
  135. 135. Mark Zmarzly mark@hippocket.net 402.802.1005 @BankMarketing ​https://www.linke din.com/in/markz marzly Let’s Connect

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