Phil McGuin presents his key tips for developing a social media strategy in the financial services sector. As presented at Financial Services Social Media 2014, London

1. SOCIAL MEDIA
7 STEP TRANSFORMATION
FRAMEWORK
Philip McGuin
Head of Insight & Consultancy

2. TODAY’S PRESENTATION
KEY OBJECTIVES
PRACTICAL DEPLOYMENT FRAMEWORK
CREATION OF AN ENGAGEMENT
METHODOLOGY
PRODUCTION OF A MEASUREMENT &
REPORTING PROCESS

3. STEP ONE
LOCATION, MOTIVATION &
PARTICIPATION

4. CONSUMER PROFILING
KEY QUESTIONS
WHERE DO THEY ENGAGE ONLINE?
WHAT KIND SOCIAL PLATFORMS DO THEY USE?
HOW DO THEY LIKE TO ENGAGE WITH BRANDS
ON THESE PLATFORMS?

5. STEP TWO
OBSERVE, LISTEN & DISCOVER

6. INDUSTRY BENCHMARKING
KEY QUESTIONS
HOW IS THE MARKET USING SOCIAL MEDIA?
HOW DO YOU COMPARE TO THE
COMPETITION?
WHAT CAN WE LEARN FROM THEM?

7. COMPETITOR BENCHMARKING
ANALYSING THE MARKET
Select Competitors & Social Platforms
Define Metrics & Methodology
Analyse Volume & Engagement
Analyse Content Tactics & Activities

8. STEP THREE
SELECT, PRIORITISE & FIX

9. SELECT, PRIORITISE & FIX
KEY QUESTIONS
9
WHICH PLATFORMS DO WE FOCUS ON?
WHAT ARE OUR PRIORITIES?
HOW DO WE LEVERAGE BEST PRACTICE?
WHAT TACTICS DO WE NEED TO ADOPT?

10. FEATURES & TECHNIQUES
WHAT TO LOOK FOR?
Content
Elements
Platform Specific
Between Platforms
Cross Discipline
Platform Features

11. CANTONESE CZECH DANISH DUTCH ENGLISH FINNISH
FRENCH GERMAN GREEK ITALIAN JAPANESE MANDARIN
POLISH PORTUGEUSE RUSSIAN SLOVAK SPANISH SWEDISH
TERRITORY LEVEL STRATEGY
SHOULD WE LOCALISE?
MATURITY LEVELS LOGISTIC CHALLENGES ENGAGEMENT HUBS
• Current level of
marketing & media
engagement within the
relevant markets
• Logistics of developing
multiple platforms
• Hubs provide for
economies of scale & will
typically be categorised
by platform & language

12. STEP FOUR
GROW, SCALE & INTEGRATE

13. GROW, SCALE & INTEGRATE
KEY QUESTIONS
How do we ensure that we develop and grow our audience?
How do we ensure that our infrastructure is scalable?
How do we integrate social media into our existing activity?

14. DEDICATED
SOCIAL
MEDIA ACTIVITY
CROSS CHANNEL
CAMPAIGN
ACTIVITY
Social Media
Channels
CONTENT CONSUMPTION
DEDICATED & CROSS CHANNEL

15. STEP FIVE
CREATE, ENGAGE & INSPIRE

16. CREATE, ENGAGE & INSPIRE
KEY QUESTIONS
How do we ensure that we have the right skills & resources?
How do we ensure that engagement is embedded into our day-to-day activity?
How do we ensure that we are creating compelling content?

17. CONTENT STRATEGY
KEY COMPONENTS
Resource / Skills
Allocation
Outsourcing /
Specialist Skills
Content
Schedule
Publishing
Workflow
Engagement
Tactics

18. STEP SIX
LEARN, EDUCATE & CULTIVATE

19. LEARN, EDUCATE & CULTIVATE
KEY QUESTIONS
How can we get the business to adopt social media?
How do we make social media part of our operational DNA?
How do we ensure that we keep ahead of the curve?

20. STEP SEVEN
TRACK, MEASURE & REPORT

21. TRACK, MEASURE & REPORT
KEY OBJECTIVES
WHAT TOOLS DO WE USE?
HOW DO WE DRIVE CAMPAIGN
PERFORMANCE?
HOW WE ALIGN SOCIAL WITH
THE BUSINESS GOALS?

22. MEASUREMENT STRATEGY
KEY ATTRIBUTES
MARKET REACH:
Volume & quality of
potential audience who saw
the mention
DISCUSSION:
The volume of brand &
campaign mentions
INFLUENCERS
: ACQUISITION
Traffic, leads and
monetary acquisition
: ENGAGEMENT
The number of shares,
retweets, comments & posts

23. 7 STEP TRANSFORMATION FRAMEWORK
KEY COMPONENTS
Track, Measure
& Report
Location,
Motivation &
Participation
Observe,
Listen &
Discover
Select,
Prioritise & Fix
Grow, Scale &
Integrate
Create, Engage
& Inspire
Learn, Educate
& Cultivate

24. FOR MORE INFORMATION
www.stickyeyes.com
FINANCIAL SERVICES SOCIAL MEDIA REPORT 2004
This report provides a snapshot of brand performance across popular social media
channels for pure play financial services brands, price comparison websites and retail
operations.
It identifies the market leaders and those who are missing out on critical
opportunities due to poor engagement levels or lack of presence across platforms.
Brands have been selected for analysis based on demonstrating search excellence as
identified within Stickyeyes 2014 Online Consumer Finance Report.
To register for your copy of the Stickyeyes Consumer Finance Report, visit:
www.stickyeyes.com/financereport
View this presentation again at
www.stickyeyes.com/financialsocial
Philip McGuin
Head of Insight & Consultancy
www.linkedin.com/in/philipmcguin

25. THANK YOU