The document discusses the importance of engaging with online conversations about financial services through blogging and social media. It emphasizes that blogs can significantly influence consumer perceptions and stresses the necessity for organizations to respond authentically to both positive and negative feedback. Recommendations include monitoring online discussions and adapting communication strategies to maintain trust and transparency.

1. responding to bloggers playing on their turf online innovations in financial services marketing january 23, 2008 william azaroff interactive marketing & channel manager

2. a changing economy

3. the blogosphere

4. If a member of your (FI) was standing in the middle of a town square in front of a rapt crowd, praising or criticizing your service or products, would you go outside and listen? - Laureen Griffin, Enterprise Magazine

5. be ready to change your culture

6. let’s begin

7. courtesy of Brad Garland when in doubt, search

8. courtesy of Brad Garland

9. courtesy of Trey Reeme

10. lesson 1 search engines often love blogs that you don’t

11. understanding the importance of a blog

12. where is TD?

14. your tools

15. Technorati authority Technorati Authority is the number of blogs linking to a website in the last six months . The higher the number , the more Technorati Authority the blog has.

16. lesson 2 Technorati authority ranking is a snapshot of the importance of a blog

17. courtesy of Ron Shevlin blogs build on each other

18. lesson 3 blog posts spread at the speed of conversation

19. courtesy of Denis Vacher people can create change

20. lesson 4 social media empowers consumers

21. courtesy of Jurie Pieterse people are passionate about their money

22. lesson 5 sometimes your detractors really want to love you

23. courtesy of Jurie Pieterse respond genuinely

24. lesson 6 authenticity is crucial (as is a strong brand)

25. courtesy of Tim McAlpine great customer service wins

26. lesson 7 your offline customer service is highly bloggable

27. courtesy of Jeffry Pilcher turn that finger around

28. courtesy of Jeffry Pilcher

29. lesson 8 it is crucial to pay constant attention

30. courtesy of Jane MacCarthy people are talking about you

31. lesson 9 you can learn a lot from forums and blogs about people’s perceptions of you

32. little things add up

33. Darren joined Vancity

34. where were we???

36. we got on the record

38. lesson 10 if you engage correctly you can shift the focus of the conversation

41. lesson 11 you have no control, get used to it

42. three things to do when you get back to the office Google your FI ( complaints , customer service , sucks ) Google your main competitors too start an internal blog-monitoring group

43. how it has affected us what we’re doing now recognizing that we have no control paying attention to the blogosphere responding honestly acknowledging that we’ve read their blog post updating our communication policies and strategies what we’re doing next developing better processes decentralizing monitoring and response

44. recommendations when to respond you have something of value to contribute you want to get “on the record” the blog’s Technorati authority warrants it Google will index it highly when people search for your company a key success driver is affected (trust, transparency, credibility, etc.) the blogger obviously likes your company but has been disappointed when not to respond the discussion is old and you’ve missed the boat privacy prevents it (though you can still respond directly)

45. links www.technorati.com blogsearch.google.com www.buzzmachine.com/2005/08/17/dear-mr-dell/ cullenwaters.blogspot.com/2006/07/vystar-credit-union-worst-bank-ever.html www.2pt3.com/opinion/td-canada-trust-is-the-worst-bank-ever/ kristinwalldesigns.wordpress.com/2007/10/27/the-wamu-difference-i-found-out-the-hard-way/ marketingroi.wordpress.com/2007/10/29/trust-is-a-two-way-street/ www.netbanker.com/2007/10/facebook_battle_students_1_hsbc_0.html bostongalsopenwallet.blogspot.com/2007/09/holy-ish-ing-direct-responded-to-my.html mummymusings.wordpress.com/2007/07/01/humble-pie/ raj.jp/index.php/2004/11/26/vancity-credit-union-sucks/ community.livejournal.com/vancouver/3268966.html www.darrenbarefoot.com/archives/2006/08/vancity-why-do-you-spite-me-so.html www.darrenbarefoot.com/archives/2007/03/i-wanted-to-like-vancity-but-now-i-loathe-them.html www.opensourcecu.com/articles/2007/03/26/vancity-proves-again-they-get-social-media thebankwatch.com/2007/03/26/vancity-proves-that-the-entire-organisation-is-behind-their-social-web-initiatives/

46. what do you think? william azaroff [email_address] azaroff.com/blog