using social media for pr
TRANSCRIPT
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
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
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“Use plaGorms like Followerwonk, BuzzSumo, Kred & Topsy to see top influencers in your industry �#bankonsocial”
@WMAgency
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“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
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@WMAgency recommends following:
@leimer
@JimMarous
@amerbanker @ABABankers @dmnews
@Bankinnovation
@finovate
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“We love TwiWer, Facebook, Instagram. Even have Periscope & videos for connec?ng! We <3 being where our community is!
�#bankonsocial”
@CitizensEdmond
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“TwiWer is useful for some media but LinkedIn Groups are where you can really find
key influencers �#bankonsocial”
@WMAgency
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“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
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“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
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“Don't just share with link! Maximize reach with employee
engagement and shares. Maybe even some teasers
ahead of time!” - @BankSmartCARRIE
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“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
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“Assigning the newbie intern b/c they are young isn't a "strategy"
#bankonsocial” - @AmandaCUInsight
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“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
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“When picking what to share. Ask #WWMCW..."What would
my consumer want?”
- @mosamarketing
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“Share content created by others, such as links
to articles in local or industry publications.”
- @AmandaCUInsight
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“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
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“To learn more on how to boost your PR with blogs, check out our post http://ow.ly/UZ3PR”
- @WMAgency
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“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
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“Monitor everything. Be sure to know what is
going on online. #bankonsocial”
- @WMAgency
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
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“Always monitor your social media outlets. You have to be accountable for everything.”
- @WMAgency
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“Define your expected "return," then solve for
X. Important step that is often overlooked.”
- @MTouchtonWMA
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“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
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“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
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@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