It’s a Marathon, Not a Sprint: How to Build a Successful Social Media Strategy from Scratch - BDI 9/30 Financial Services Social Business Leadership Forum - San Francisco
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Presentation: It’s a Marathon, Not a Sprint: How to Build a Successful Social Media Strategy from Scratch Presented by: Bethy Hardeman, Communications Manager, Credit Karma, Inc. Learn how Credit Karma grew its Facebook fanbase from the hundreds to the hundreds of thousands (and still growing!) with a slow-and-steady strategy. If there are two things I know, it’s how to train for a marathon and how to grow a social media fan following. Of course, it starts with an awesome product that people love. But what’s next? In this session, I’ll talk you through how Credit Karma has grown its social media following, mistakes we made along the way and specific strategies you can use in the financial services realm.
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It’s a Marathon, Not a Sprint: How to Build a Successful Social Media Strategy from Scratch - BDI 9/30 Financial Services Social Business Leadership Forum - San Francisco
- 1. It’s a Marathon, Not a Sprint How to build a successful Facebook strategy from scratch Bethy Hardeman, Credit Karma
- 2. Bethy Hardeman § Communications Manager at Credit Karma § February 2011
- 3. Credit Karma § Founded in 2007 § More than 30MM members § Suite of free financial products § Credit score § Credit report § Credit monitoring § Financial account monitoring § Tools & resources § Mobile app for iPhone and Android
- 4. Why Social Media? § Connecting to consumers as a brand § Shaping the voice of a company
- 5. Credit Karma on Facebook § Joined: November 2009 300000 250000 200000 150000 100000 50000 0 Fans 10-Jan 11-Jan 12-Jan 13-Jan 14-Jan Current
- 6. 4 Ways to Build a Successful Facebook Strategy § Remember Customer Service § Know Your Audience § Narrow Your Focus § Experiment, Experiment, Experiment!
- 7. Remember Customer Service § Response time § Who owns it? “When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company.” -Bain & Company
- 8. Know Your Audience § Who are they? § Start with Facebook’s demographics § Build a cohort
- 9. Know Your Audience Aug 2014 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Reach Engaged TRUE or FALSE: On Thursdays and Fridays, engagement is 18% higher. § When are they most engaged on Facebook? § Come to your own conclusions
- 10. Narrow Your Focus § At least for a little while § Editorial calendar “First: They are utterly critical for any content marketing program to be successful. Second: Most businesses don’t use them.” -Joe Pulizzi, on editorial calendars
- 12. Experiment, Experiment, Experiment § Split testing § Answers simple questions “Activate your fans, don’t just collect them like baseball cards.” -Jay Baer 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% No CTA CTA
- 15. And Successes!
- 16. And Successes!
- 17. Questions? § Bethy Hardeman § bethy.hardeman@creditkarma.com § @bhardeman