Social Media can be the great equalizer for community banks and credit unions who want to maximize their PR efforts while managing limited resources. In this Twitter chat, we spoke with PR agency William Mills about how community banks and credit unions can use social media for PR in 2016.

1. © 2015 BancVue. All rights reserved. Not for distribution.
Using Social Media For PR

2. Using Social Media For PR
With
Special
Guest:
William
Mills
Agency
• Over
38
years
working
with
companies
offering
solu?ons
to
the
banking,
payments,
mortgage,
credit
union
and
related
markets
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial
@WMAgency

3. Goals
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial
• Gain an understanding of how
social media plays into a PR
strategy
• Outline how community
institutions can build their PR
strategy
• Discover how a crisis plan plays
into your PR strategy and social
media

4.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

5. Divider Slide Option 1
“Use
plaGorms
like
Followerwonk,
BuzzSumo,
Kred
&
Topsy
to
see
top
influencers
in
your
industry
#bankonsocial”
@WMAgency

6. Divider Slide Option 1
“For
local
PR,
follow
reporters,
editors
&
producers
that
cover
finance
and
banking
#bankonsocial”
@WMAgency
“Many
share
handles
on
their
profile
and
LinkedIn
pages,
consider
bloggers
and
analysts,
too!
#bankonsocial”
@HeatherSugg

7. Divider Slide Option 1
@WMAgency
recommends following:
@leimer
@JimMarous
@amerbanker @ABABankers @dmnews
@Bankinnovation
@finovate

8.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

9. Divider Slide Option 1
“We
love
TwiWer,
Facebook,
Instagram.
Even
have
Periscope
&
videos
for
connec?ng!
We
<3
being
where
our
community
is!
#bankonsocial”
@CitizensEdmond

10. Divider Slide Option 1
“TwiWer
is
useful
for
some
media
but
LinkedIn
Groups
are
where
you
can
really
find
key
influencers
#bankonsocial”
@WMAgency

11.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

12. Divider Slide Option 1
“Always
promote
press
releases
&
ar?cles
on
social
media!
Post
to
every
social
outlet
you
have
#bankonsocial”
@WMAgency
“Press
releases
offer
so
much
content
to
be
used
just
once!
Pull
out
a
quote,
metric,
etc
for
mul?ple
posts
#bankonsocial”
@j_megan_a

13. Divider Slide Option 1
“For
TwiWer,
post
more
than
once
(4-­‐5
?mes)
using
different
content
from
the
release
#bankonsocial”
@WMAgency
“Create
an
infographic
to
accompany
a
release
-­‐
good
to
share
with
media
and
via
social
#bankonsocial”
@Sherylgudelsky

14. Divider Slide Option 1
Be sure to favorite &
retweet people who
share your news!

15. Divider Slide Option 1
“Don't just share with link!
Maximize reach with employee
engagement and shares.
Maybe even some teasers
ahead of time!”
- @BankSmartCARRIE

16.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

17. Divider Slide Option 1
“Have
an
internal
#socialmedia
strategist
share
content.
#bankonsocial”
@WMAgency
“Don't
leave
it
all
to
your
#marke?ng
team!
Amplify
&
leverage
your
employees
as
#socialinfluencers
&
#brandambassadors!
#BankOnSocial”
@BankSmartCARRIE

18. Divider Slide Option 1
“Assigning the newbie intern b/c
they are young isn't a "strategy"
‪#bankonsocial”
- @AmandaCUInsight

19.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

20. Divider Slide Option 1
“We
share
finance
news
and
?ps.
Occasional
finance
funnies.
And
once
in
awhile
promo?onal
stuff.
#bankonsocial”
@FTWCCU
“We
focus
on
our
community
and
all
of
volunteer
efforts
#bankonsocial”
@FlaxJessica

21. Divider Slide Option 1
“When picking what to share.
Ask ‪#WWMCW..."What would
my consumer want?”
- @mosamarketing

22. Divider Slide Option 1
“Share content created
by others, such as links
to articles in local or
industry publications.”
- @AmandaCUInsight

23.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

24. Divider Slide Option 1
“If
your
bank
has
educa?onal
content,
customers
will
respond.
Remember,
content
is
king
#bankonsocial”
@WMAgency
“Content
is
king.
Inves?ng
?me
and
money
on
making
the
best
helps
you
to
stand
out."
@BancVue

25. Divider Slide Option 1
“To learn more on how to boost
your PR with blogs, check out
our post ‪http://ow.ly/UZ3PR”
- @WMAgency

26.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

27. Divider Slide Option 1
“Social
is
about
interac?on.
Don’t
just
share
your
content.
Engage
with
your
audience.
Social
media
is
an
outlet
for
communica?on.
Let
that
be
a
two-­‐way
street.
#BankOnSocial”
@WMAgency

28.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

29. Divider Slide Option 1
“Monitor everything. Be
sure to know what is
going on online.
‪#bankonsocial”
- @WMAgency

30.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

31. Divider Slide Option 1
“Because
of
heightened
regula?ons
around
social,
we
recommend
having
policies
in
place
for
staff
#bankonsocial”
@WMAgency
“FI's
should
also
be
familiar
with
the
FFIEC’s
risk
management
guidance
for
social
media.
#bankonsocial”
@WMAgency
Read more about the
FFIEC regulations
here:
http://1.usa.gov/
1XfkaWT

32. Divider Slide Option 1
“Always monitor your social
media outlets. You have to be
accountable for everything.”
- @WMAgency

33.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

34. Divider Slide Option 1
“Define your expected
"return," then solve for
X. Important step that is
often overlooked.”
- @MTouchtonWMA

35. Divider Slide Option 1
“Engagement
is
what
we
hope
for,
but
watching
that
follower
#
increase
is
s?ll
addic?ve
though!
#bankonsocial”
@CommSpiritBank
“Benchmarks
are
cri?cal
to
planning
#BankOnSocial”
@BancVue

36.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

37. Divider Slide Option 1
“Absolutely!
You
can
never
be
too
prepared
for
a
crisis.
And
social
media
crises
are
especially
cri?cal
because
of
how
rapidly
they
spread.
#bankonsocial”
@WMAgency

38.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

39. Divider Slide Option 1
@WMAgency’s 10-Step Crisis
Plan
1. Identify potential crisis
2. Establish a crisis communication
team
3. Determine the appropriate
positioning and messaging to
address each scenario
4. Designate spokespersons
5. Develop FAQs
6. Develop communications to
employees and customers
7. Determine the media
communication method
8. Facilitate a media training
refresher
9. Track media coverage
10. Evaluate your crisis
communication plan

40. © 2015 BancVue. All rights reserved. Not for distribution.
#bankonsocial
Thank you