engaging your audience – how to create sharable social media content
TRANSCRIPT
Copyright © 2014, Gremln, Inc.
#GremlnMBA
ENGAGINGYOUR AUDIENCEHow To Create Shareable Social Media Content
Presented by The MBA & Gremln
Copyright © 2014, Gremln, Inc.
BANKS & SOCIAL MEDIA ENGAGE ON FACEBOOK
ENGAGE ON TWITTERENGAGE ON LINKEDIN
COMPLIANCE TOOLS
AGENDA
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CAN A BANK JUST SAY NO TO SOCIAL MEDIA?
• FFIEC guidance requires financial institutions to have social media risk management program in place
Use the a dashboard to monitor for brand mentions on Facebook, LinkedIn, and Twitter
• Risk management
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ENGAGEMENT IS THE “SOCIAL” PART IN SOCIAL MEDIA
EDUCATE SOLVE PROBLEMS
BUILD CUSTOMER BASEBUILD BRAND AWARENESS
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52% Said they believe their banks use
of social was ineffective
87% Said banks are “…boring, or unhelpful” on social media
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POST OTHER PEOPLE’S ORIGINAL CONTENT
Stick to the 80/20 rule to be safe – 80 percent informational content (either original or from other sources), 20 percent promotional.
Tip: Be sure any content you link to does not contain false or misleading statements, in keeping with FINRA Regulatory Notice 11-39.
INFORMATIONAL
PROMOTIONAL
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CREATE CONTENT THAT SOLVES PROBLEMS.
Create A Customer Service FAQ
• Where is the nearest branch?
• How do I order new checks?
• How do I apply for a mortgage?
“How To” Posts & Financial Tips
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DRIVE TRAFFIC TO AND FROM FACEBOOK VIA OTHER CHANNELS
• Include a link to your Facebook page from you website, blog, and mobile app
Tip: The updated SEC guidance now allows financial organizations to like and connect on Facebook pages.
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TIMING
Go to Facebook Insights; click the Posts tab, and mouse-over the graph. This shows you what time of day most people are active on your Facebook page. Schedule your posts when you have the most traffic.
Tip: Posting to Facebook between 1pm and 4pm on weekdays results in higher click through rates.
Solution: Use the GREMLN scheduler to post during peak hours, even when you’re away – set it and forget it!
IS EVERYTHING
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USE IMAGES & VIDEO.
• Candid staff photos
• Bank events
• “Culture” videos
• Interviews with executive staff
• How to videos
93% of the most engaging posts on Facebook are photos, but video is catching up – Ad Age reports that people are posting 94% more videos to Facebook this year than last year.
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ADVERTISING
Targeted Ads for as little as $20 a week
• Promoted Posts
• Page Like Ads
• Mobile App Install Ads
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A FEW FINAL THOUGHTS ON FACEBOOK ….
NO “LIKE-BAITING” NO SPAMMY LINKS KEEP CONTENT ORIGINAL
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62% of financial advisors report getting new clients thanks to LinkedIn!
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TAKE ADVANTAGE OF PHOTOS!• LinkedIn company profiles now
offer banner images
• Team photo
• Community event
• Branch location or headquarters
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COMMENT ON ARTICLES, POSTS, & CONVERSATIONS ON YOUR NEWSFEED
• Remind people you’re actively engaged!
• Congratulate a colleague on a new position or lend your opinion on an article.
Solution: Stay audit ready - comment, post, and join discussions in Groups from your GREMLN dashboard so all social media activity is archived!
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SHARE WITH YOURCONNECTIONSKeep a steady stream of informative, original content flowing through your LinkedIn page. But not too often – LinkedIn posts should only be 1 or 2 times per day!
Tip: Work smarter, not harder – re-purpose Facebook content for LinkedIn in the form of Slideshare presentations!
Use LinkedIn Groups. Join groups where you can learn as well as contribute. Consider starting your own group if you have the time to build it and help it grow.
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A FEW FINAL THOUGHTS ON LINKEDIN ….
SHOW YOUR PERSONALITY
keep it professional, but the occasional glimpse into your personal life shows your human side to potential clients.
ASK QUESTIONS
what are discussion groups for if not to start discussions? Gain new insights, spark new conversations.
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POST ORIGINAL CONTENT• Finance tips• Quotes• Quick facts• Value Statements
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FAVORITE & RETWEET OTHER PEOPLE’S CONTENT• If there is a blog post or article by an influencer in your
space, show your appreciation by favoriting the post.
• Even better, retweet the post and include a short comment at the beginning to add to the conversation.
• Make sure any third-party links or retweets are subject to the same APPROVAL PROCESS as internal content.
SOLUTION: GREMLN account owners can organize departments and enable team access to social network accounts with ease. Assigning permissions to team member’s means you can approve post content before publication.
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AUTOMATE POSTS, MONITOR & RESPOND IN REAL TIME• If you are posting once an hour, aroundthe
clock, it is advisable (and efficient!) to use a social media management tool to bulk upload and automate your posts.
• Closely monitor your dashboard for mentions, and be sure to respond in real time.
Tip: Do not even consider setting an automatic direct message, as it is now a frowned upon practice in the Twittersphere. DM’s should be reserved for targeted personal messages. Your goal is to engage and educate...not to spam.
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A FEW FINAL THOUGHTS ON TWITTER ….
USE PHOTOS & VIDEO
Use photo sharing, photo tagging and Periscope – the new live streaming video app - to virtually include your audience in customer conferences and other bank events.
BE COURTEOUS
If someone favorites or retweets your content, give them a virtual fist bump and say thanks.
Banks winning on social while controlling risk
The Bank of Edwardsville began their social media strategy
in September of 2013 with a Facebook business page.
Before implementing social media, the bank relied on
traditional marketing methods like newspaper, billboard and
website ads.
Goals:
• Customer Engagement (ROE)
• Website Traffic
• Brand Awareness
• Customer Service
The Bank of Edwardsville began using Gremln in September 2013. Mike Cruz, Digital
Marketing Officer at the bank said they were considering another social media
management solution but chose Gremln.
“We felt that Gremln’s solution was superior, especially the interface. It was more user friendly, colorful, and easier to navigate.”
ResultsFrom September 2013 – September 2014, The Bank of Edwardsville achieved their
goal of Return on Engagment AND their ROI. Take a look:
INCREASEDFACEBOOK LIKES BY
32% ACQUIRED
3,800+NEW CUSTOMER
ACCOUNTS
Example: National Ice Cream Pie Day
• One day give away on Facebook
• Offered users a $50 gift card to Cold Stone
Creamery
• Users had to ‘Like’ or ‘Comment’ to the post to
be entered to win
• The post reached 1,729 people and received
over 190 Likes, Comments, and Shares
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KEY TAKEAWAYS
• Banks can’t “just say no” FFIEC Risk Management Program - requires tools for monitoring, evaluating and responding to social media feedback
• Social media marketing doesn’t require BIG BUDGET
• All you need is good CONTENT, the right social media management SOLUTION, and TIPS for using each social network effectively.
Copyright © 2014, Gremln, Inc.
A FEW FINAL THOUGHTS ON FACEBOOK ….
NO “LIKE-BAITING” NO SPAMMY LINKS KEEP CONTENT ORIGINAL
Copyright © 2014, Gremln, Inc.
A FEW FINAL THOUGHTS ON LINKEDIN ….
SHOW YOUR PERSONALITY
keep it professional, but the occasional glimpse into your personal life shows your human side to potential clients.
ASK QUESTIONS
what are discussion groups for if not to start discussions? Gain new insights, spark new conversations.
Copyright © 2014, Gremln, Inc.
A FEW FINAL THOUGHTS ON TWITTER ….
USE PHOTOS & VIDEO
Use photo sharing, photo tagging and Periscope – the new live streaming video app - to virtually include your audience in customer conferences and other bank events.
BE COURTEOUS
If someone favorites or retweets your content, give them a virtual fist bump and say thanks.
Copyright © 2014, Gremln, Inc.
POST OTHER PEOPLE’S ORIGINAL CONTENT
Stick to the 80/20 rule to be safe – 80 percent informational content (either original or from other sources), 20 percent promotional.
Tip: Be sure any content you link to does not contain false or misleading statements, in keeping with FINRA Regulatory Notice 11-39.
INFORMATIONAL
PROMOTIONAL