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Creating Content that Speaks

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This is a presentation first delivered at the Michigan Bankers Association Bankers Education Summit and Trade Show (BEST) on April 1, 2015.

It discusses the purpose and process of creating powerful social media content for bank marketing audiences.

Published in: Marketing
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Creating Content that Speaks

  1. 1. MICHIGAN BANKERS ASSOCIATION Creating Content that Speaks April 1, 2015
  2. 2. 2 an integrated marketing & branding company
  3. 3. 3 BUT MORE IMPORTANTLY, LET’S TALK ABOUT YOU.
  4. 4. 4 WATCH THIS.
  5. 5. 5 HOW DID THAT MAKE YOU FEEL? No, really…it’s important! 1. 2. 3.
  6. 6. 6 OUR PROCESS: ANALYSIS + CREATIVITY = RESULTS
  7. 7. 7 LET’S TAKE IT BACK DOWN TO EARTH… Lorsque vous ne les jambes de comprendre pourquoi vous êtes en train de créer ce que vous êtes en train de créer, vous êtes vous-même jusqu'à la réussite. Translation: When you do the leg work to figure out why you’re creating what you’re creating, you are setting yourself up for success.
  8. 8. 8 WHAT NOT TO DO.
  9. 9. 9 WHAT TO DO.
  10. 10. 10 HOW TO SET YOURSELF UP FOR SUCCESS.
  11. 11. 11 CREATING GOOD SOCIAL CONTENT ISN’T EASY; IT TAKES HARD WORK.
  12. 12. 12 FIND YOUR PURPOSE.
  13. 13. 13 ADJUST YOUR EXPECTATIONS. SOCIAL MEDIA ISN’T A MAGIC BULLET.
  14. 14. SOCIAL MEDIA RARELY RESULTS IN CALCUABLE ROI. 14
  15. 15. 15Meltwater: http://www.meltwater.com/blog/social-media-to-social-marketing/ Social Media Social Media
  16. 16. 16 SOCIAL MEDIA HAS VALUE. Digital Buzz Blog: http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/
  17. 17. 17 LET’S CREATE IT FOR YOUR BANK! Customer Service Reputation Management Content
  18. 18. 18 CREATING CONTENT THAT SPEAKS!
  19. 19. 19 UNDERSTAND YOUR UNIQUE AUDIENCES. Blog Dedicated to Small Business Finance (frondera.com/blog)
  20. 20. 20 IDENTIFY TOPICS THAT YOUR AUDIENCE CARES ABOUT.
  21. 21. WHAT MESSAGES DO YOU WANT TO COMMUNICATE? VS. 21
  22. 22. 22 POST INDIVIDUALLY.
  23. 23. CLASSIFY YOUR CONTENT TYPES. 23
  24. 24. 24 HARNESS YOUR CREATIVITY.
  25. 25. TEST CREATIVE PACKAGING. 25
  26. 26. 26 DRAW FROM YOUR SURROUNDINGS.
  27. 27. 27 ELIMINATE THE “CRAZINESS”—PLAN AHEAD!
  28. 28. REFERENCE MARKETING CALENDAR & EVENTS SCHEDULE. 28
  29. 29. 29 CONTENT CALENDAR Date Time Topic Copy Content Category Link Multimedia Approval 4/8 3 p.m. Mobile Payment From bills to plastic to…the iPhone? Learn how technology is transforming the way we spend. Industry Innovation http://www.businessi nsider.com/new- credit-card-industry- market-competition- 2014-5 None Looks good. 4/11 10:35 a.m. The Morgans’ Baby News Long-time ABC friend, Amanda M., just couldn’t wait to share the news when she came in to deposit her baby shower gifts. It’s a girl! Happy Customers None To-do: Take photo of Mrs. Morgan with 2- year-old on 4/7 when she comes in for weekly deposit. Make sure to obtain photo release form from the Morgans. 4/14 7 p.m. Identifying the Right Time to Retire Retirement planning is changing, but we can make sure your plan remains as beautiful as ever. Our new infographic has everything you need to know to navigate the new landscape. Retirement Planning abcbank.com/retirem entplanningbenefits Infographic, saved on server Approved. 4/16 9:30 p.m. The Johnsons Deck Build Update The Levitts are building a brand new deck, thanks to a home equity loan from ABC. And they want to know— what do you think: cappuccino or barn red wood? Home Equity None Split frame of two test swatches. To-do: Obtain images from Johnsons. Approved.
  30. 30. 30 LET’S TALK ASK US ANYTHING, WE’LL BE GLAD TO ANSWER.
  31. 31. 31 • Slide 4: https://vimeo.com/70151027 • Slide 7: https://www.flickr.com/photos/27027945@N07/4839060832/ • Slide 8: https://www.flickr.com/photos/9944866@N06/4323438713/ • Slide 8: https://www.flickr.com/photos/49503124519@N01/3171858588/ • Slide 9: https://www.flickr.com/photos/130702000@N03/16428716816/ • Slide 9: https://www.flickr.com/photos/8062328@N02/4737398455/ • Slide 12: https://www.flickr.com/photos/110751683@N02/13639280834/ • Slide 12: https://www.flickr.com/photos/33022180@N00/2248250739/ • Slide 13: www.flickr.com/photos/33255080@N04/4414977635/ • Slide 13: https://www.flickr.com/photos/61851476@N05/8776792573/ • Slide 14: https://www.flickr.com/photos/61851476@N05/8776792573/ • Slide 15: http://www.meltwater.com/blog/social-media-to-social-marketing/ • Slide 16: http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/ • Slide 19: https://www.fundera.com/blog/ • Slide 20: https://www.youtube.com/watch?v=Hrmf8mNTn_Q • Slide 24: https://vimeo.com/55460019 • Slide 26: www.flickr.com/photos/36894712@N04/3520691955 PHOTO CREDIT
  32. 32. Find us on the web Presenting from today Thank You! Michigan Bankers Association | ©2015 re:group, inc. | 04.01.2015 TAYLOR HULYK Phone: 734.327.6622 Email: taylor.hulyk@regroup.us @taylorhulyk

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