Transforming the Customer Experience in Retail Branch Banking (Credit Union Conference Session Presentation Slides)

1. NAFCU Strategic Growth 13 Steps to #Jumpstart Your Social Program Sundeep Kapur

2. 5 Things You Should Be Doing 1. Finding new Customers 2. Effective on-boarding or getting to know them 3. Giving them nuggets of information to share 4. Cutting costs, & driving attributable revenue 5. Get your team on board first NCR Confidential 2

3. 7 Reasons to Start Social Networking 1.You have to reduce costs 2.You have to learn to listen 3.You have to focus on customer service 4.You have to establish credibility 5.You have to spread the word 6.You have to drive revenue 7.You need it to be complete NCR Confidential 3

4. Aligning Goals with People NCR Confidential 4

5. 1. Who is your consumer? NCR Confidential 5

6. How To Find Great Consumers • Create great content • Publish on various channels • Blog to create more in-bound links and share on your social sites • Optimize your content for search engines and consumers • Use the same keywords for page title, headers & content, and descriptions • Promote strategically • How many ways can you share it? • Listen and monitor NCR Confidential 6

7. Leverage social media to find them NCR Confidential 7

8. 2. Can you segment your consumers correctly? Age Interaction Gender Level Community Segments Economic Location Issues Customer History NCR Confidential 8

9. 3. What do you do as a business? • What do you want to do? • How much time will you spend doing it? • How frequently will you update? • What are the desired rewards? • Who will do it? • Who will pay for it? • How will you measure success? NCR Confidential 9

10. Tactics for Engagement •Be responsive •Answer questions •Respond to complaints NCR Confidential 10

11. Measuring Engagement How many mentions across channels Number of fans How many blog articles and comments How many people are watching videos Sentimental analysis (comparing positive vs. negative) What do your web stats show NCR Confidential 11

12. 4. What do you want to do with social media? Social Media Mobile Email NCR Confidential 12

13. What Content Would You Want to Use? NCR Confidential 13

14. 5. What content would you use? Write actionable subject lines: •Insert witty subject line here… •The money cup… •Plan your subject lines… NCR Confidential 14

15. Integrate your blog posts to your Facebook wall NCR Confidential 15

16. Integrate your website into your Facebook Page NCR Confidential 16

17. Integrate by supporting others in your industry NCR Confidential 17

18. Integrate by driving people to social networks through the email channel NCR Confidential 18

19. Integrate direct links NCR Confidential 19

20. 6. What social channels should you use? NCR Confidential 20

21. Blog •Blogger vs. WordPress •Humanize your brand •Expose the personal side of who is behind your brand •Gain organic ranking •Link building •Branding •Reputation management •Higher search engine ratings NCR Confidential 21

22. Facebook Create dialog using: •images •video •text •applications •custom tabs Value: •measurable and incremental sales •customer insight and satisfaction •current and future engagements •Viral benefits •domain expertise •market segment execution NCR Confidential 22

23. Twitter •Who is saying stuff about me on twitter? •Stay up to speed with the latest buzz •Find all of the people who are NOT directly talking about you (referencing you or your brand without replying to you) The best people on Twitter •Follow what people are saying about your communicate through customers element-links, hash tags •Decide what links to follow from certain and comments. people •Add targeted followers •Use twitpic •Use bit.ly •Drive traffic to your site from twitter using @Anywhere •Brand yourself NCR Confidential 23

24. Flickr •Free image and video hosting website •Offers web services and an online community (owned by Yahoo.com) •Images are organized using Tags, allowing searchers to find images related to specific topics •If one of your images is found, you can drive them back to your website •Flickr is a good way for you to get free traffic to your site NCR Confidential 24

25. Podcasts •Provide an effective communication tool •Build a relationship with your customers •Gives you the opportunity to promote value-added incentives •Easy to use •Increase in traffic •Respond to consumer feedback NCR Confidential 25

26. YouTube The #2 search engine! •Big opportunity for people to find you •Showcase stories, quick clips, promote an event or services •Stream from your computer or use a small flip camera •Try: Vimeo, Viddler, ustream.com, mogulus TIKKA MASALA TANDOORI CHICKEN NCR Confidential 26

27. 7. How will you share your content with consumers and over what channels? 1 You choose a measurable goal 2 5 Develop a strategy to Adjust your campaigns achieve that goal 4 3 Come up with the Learn, test, score creative to engage your consumers NCR Confidential 27

28. 8. Think about interaction opportunities NCR Confidential 28

29. Minding Your Ps, Qs, and Rs NCR Confidential 29

30. 9. Do you have a policy for your social media? • Your business & your social sites? • What is your purpose on social media? • Who can use social media? • Who is exempted from permissions / who are the lead people? • Where can employees go for help on social media? • Do you adhere to a particular style for content – text, photos, videos? • What profiles do you use? • What about disclaimers? • What is your response time? • Who is in charge? NCR Confidential 30

31. 10. Create a campaign calendar Twitter Blog Facebook Images Video # tweets per day # of blog posts per # of page posts per # of new images per # of videos per week week week month Scope of tweets Content of posts Content (tweets, # for Blog Length of each video blog posts, images, videos) Content of tweets Sharing mechanisms # of discussion # for FB Participants posts per week Retweet goals Author Author Subject Content Author Comment check Comment and Creator Sharing mechanism response checks NCR Confidential 31

32. 11. Establish success metrics Measurement is an absolute! 1. Engagement 2. Cost 3. Attributable revenue NCR Confidential 32

33. Pick Some Initial Numbers & Set Targets X number of website visitors per month via Social Media channels X number of new Twitter followers per month X% increase of visitors to the blog X% of positive brand mentions from month to month, quarterly, etc. NCR Confidential 33

34. 12. Create social ownership Rules for making it social: • Make it sharable • Make it easy • Make it clear • Make it viral ready • Match the offer to the medium • Leverage technology (QR) NCR Confidential 34

35. 13. The Inspirational Step • It’s about multi-touch transactions that tell a story, across channel • Define dates for your active file, so you know when to panic • Think about giving your channels and teams access to preferences – both ways • Look at & share your numbers, all the time, in real time • Create an insiders club – your first responders NCR Confidential 35

36. Your Questions • Should I be on Twitter? • What do I do with my Blog? • What incentives do I give my customers to drive engagement? • How do you deal with tyranny of the minority? • Give me 2-3 practical examples of how to use social media? • How do I learn more about this “social stuff?” • Can I do something for my B2B customers on social media? • Give me a practical way to measure success? • Should we have “SM” meetings? What do we talk about? Tuesdays w/Rhonda! • How do I organize online meetings or meet-ups? NCR Confidential 36

37. Longer Posts Perform Poorly Longer Posts Perform Poorly Figure 1.6 Questions Non Questions 160-179 140-159 Character Length 120-139 100-119 80-99 60-79 0.000% 0.005% 0.010% 0.015% 0.020% 0.025% Engagement Source: BlitzLocal NCR Confidential 37

38. Post Types & Organic Coverage Post Type Affects Organic Coverage Pages with 100,000+ Fans Pages With Less Than 100,000 Fans Figure 1.8 Video Link Question Photo Status 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: BlitzLocal NCR Confidential 38

39. What People Prefer? CTR 2011 2010 Figure 3.5 Overall Tabloids and Blogs Media and Entertainment E-commerce Travel Automotive Correlation Between Non-profit 3.5 and 3.6 =-0.81 Cosmetics Retailers Restaurant Consumer Packaged Goods Misc. Local Services Financial Services Telecommunications Conference and Events Internet and Software Health Care 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16% 0.18% Source: BlitzLocal NCR Confidential 39

40. I practice, I learn, I teach – B2B, B2C, & C2B Sundeep Kapur Sundeep.Kapur@ncr.com www.ncr.com Twitter: @emailyogi LinkedIN: Sundeep Kapur Join the Learning Network @ www.emailyogi.com NCR Confidential 40

Transforming the Customer Experience in Retail Branch Banking (Credit Union Conference Session Presentation Slides)

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