How to be Compliant and Competitive Online - Humanize Your Bank with Social Media CSI CX19
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How to Be Compliant and Competitive Online – Humanizing Your Bank with Social Media When it comes to social media, financial institutions that choose to empower their employees, partners and customers are actually humanizing their brand with a new level of advocacy. This creates a more approachable institution that attracts customers back and invites in new prospects who feel connected and want to know more. Join us for this session in which we’ll cover the steps used to implement this level of change and discuss relevant community bank case studies. Key Learning Points: • Learn how to “humanize your brand,” while adopting a more compliant-friendly social media process • Leave with specific action items to implement a safe, productive online community with less effort • Hear relevant case studies of other banks that have committed to changing their culture and the way they engage with their target audiences on social media
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How to be Compliant and Competitive Online - Humanize Your Bank with Social Media CSI CX19
- 1. www.csiweb.com How to Be Compliant and Competitive Online Humanize Your Bank with Social Media Dean DeLisle – Forward Progress – Social Jack
- 2. www.csiweb.com Dean DeLisle • Founder and CEO of Forward Progress, Inc. • Creator of Social Jack™ - Influencer Development System • Started at Merrill Lynch 1982, Bank Auditor for 5 years, then Systems, Digital Marketing, Influencer Development • Trained and Coached over 120,000 in Influencer Development • Host of Webcast/Podcast “Influence Factory” • Author of FIRST – The Street Guide to Digital Business Influence • Third Degree Black Belt • Family, Friends, Community Theater, Music, Entertaining..
- 4. www.csiweb.com Social Networks - Where Do You Stand Now? YOU ARE HERE
- 6. www.csiweb.com Quick Stats to Know 76% of individuals surveyed say that they’re more likely to trust content shared by “normal” people than content shared by brands. (Adweek) Brand messages reached 561% further when shared by employees vs the same messages shared via official brand social channels (MSLGroup) Peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions. (McKinsey) Content shared by employees receives 8x more engagement than content shared by brand channels. (Social Media Today) Sales reps using social media as part of their sales techniques outsell 78% of their peers. (Forbes)
- 8. www.csiweb.com What is a Community Marketing? Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on the perceived needs of existing customers. This accomplishes four things for a business: • Connects existing customers with prospects • Connects prospects with each other • Connects a company with customers/prospects to solidify loyalty • Connects customers with customers to improve product adoption, satisfaction, etc. There are two types of community marketing: • Organic or natural marketing occurs without the assistance of the company. Organic marketing is word-of-mouth marketing and is one of the most effective marketing methods • Sponsored community marketing is promoted by company through activities like investments in the local community improvement initiatives or corporate social responsibility. Source: Wikipedia – Ian Bryan
- 9. www.csiweb.com What is a Business Influencer? Influencing is a necessary skill for anyone in business, whether a person is a manager or a salesperson. The ability to bring others to your way of thinking without force or coercion is important in business. Influencing others is a transferable skill businesspersons take with them from job to job in the business world. Managers want to convince employees to work hard, and salesmen need to convince clients their product is the best purchase choice. Source: CRON NEWS
- 10. www.csiweb.com What is Employee Advocacy? It is the promotion of your company by the people who work for it. People advocate for their employers on social media all the time. A Facebook post like, “Just had a great catered lunch at work. Thanks, [Employer!]” counts as employee advocacy. So does sharing the latest post from the company blog on your LinkedIn feed. This informal, everyday sharing isn’t what has the marketing world excited, however. Employee advocacy as a marketing tactic is a strategic, sustainable program to encourage employees to share brand values and messages in an organic way. Source: LINKEDIN
- 12. www.csiweb.com The Changing Landscape • Culture • Market • Information • Employees • Clients/Customers @FwdProgressInc
- 13. www.csiweb.com Social Network Efforts Why do they often not work for organizations? MINDSET!
- 14. www.csiweb.com The Issue with Social Networks - Organizational • What about productivity? • How can we control this? • Can this really help us? • Does the risk outweigh the benefits? • Why is this in my department?
- 15. www.csiweb.com The Issue with Social Networks - Individual • “I don’t have enough time” • “I don’t know what my voice should be” • “I worry about negative comments” • “I don’t know what to post” • “I’m worried about what people will think”
- 16. www.csiweb.com Humanizing Your Bank Online – 7 Key Areas
- 17. www.csiweb.com Structure of an Online Humanized Bank Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement
- 18. www.csiweb.com Structure of an Online Humanized Bank Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement • Employee Access. First of all, your corporate social media policy should specify what sites employees are allowed to use at work • Use of Official Accounts • Conduct, Oversight, and Enforcement • Security Guidelines • Disclaimers • Rules of Engagement Source: PowerDMS
- 19. www.csiweb.com Structure of an Online Humanized Bank Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement • Executive – Knows the business mission • Finance – Knows the money • Marketing – Brand Champion • Sales – Knows the objectives for new business • Account Execs – Knows the current customers • Customer Service – Knows what needs fixing • Operations – Knows what makes the business run • HR – Knows the people and policies • Compliance – Knows the boundaries
- 20. www.csiweb.com Structure of an Online Humanized Bank Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement • Policy - Review of policy • Guidelines – the boundaries • Objectives – Bank level business goals • Social Teaming – working together online • Building Influence – What’s in it for them • Advocacy – How to be a brand champion, rewards, etc. • Functional Social Media/Digital Basics • Social Selling – Sales Team ++ • Measuring Success
- 21. www.csiweb.com Structure of an Online Humanized Bank Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement • Represents “Thought Leadership” in the bank and in the community. • Fan of the brand already. • Do Your Research! This person is representing your brand. • Check out all their Social Media platforms (and Google history). • Discuss topics that could undermine the value of your products or services • Ensure they are polite, articulate, write well-researched posts (training). • Don’t base decisions solely on followers or willingness. • External Champion – a larger investment.
- 22. www.csiweb.com Structure of an Online Humanized Bank Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement • Do Your Research! This person is representing your brand. • Fan of the brand already. • Check out all their Social Media platforms (and Google history). • Discuss topics that could undermine the value of your products or services • Ensure they are polite, articulate, write well-researched posts (training). • Don’t base decisions solely on followers or willingness.
- 23. www.csiweb.com Structure of an Online Humanized Bank Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement • Content • Blogs/Press Releases/Print • Video/Images • Live Stream • Distribution • Social Media Channels • Website/Blog • Newsletters/Email Communication • Advertising – thought leadership
- 24. www.csiweb.com Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement Structure of an Online Humanized Bank • Audience Relevancy • Impressions • Views (platform dependent) • Engagement Rate (ER) • Click-Through Rate (CTR) • Increase in Followers (GAIN) • Signups (Leads) • Sales • Commercial • Consumer • Employee Satisfaction • Recruiting is Easier!
- 26. www.csiweb.com Awareness Consideration Conversion Loyalty Advocacy Word-of-Mouth 2. Consumers add or subtract brands as they evaluate what they want 1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. 4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey. 3. Ultimately, the consumer selects a brand at the moment of purchase. Moment of Purchase Initial Consideration Active Evaluation Information gathering, shopping Post purchase Experience Ongoing exposure Loyalty loop Trigger Challenge: Build Online Presence Without Ads Content Marketing and the Consumer Journey
- 27. www.csiweb.com Challenge: No Real Online Brand Presence
- 28. www.csiweb.com Solution: Influencer Marketing • Spotlighting the team from the inside out • Employee’s – enhanced LinkedIn ProfilesVideo • Executives - thought leadership • Employee Spotlight (hosting online events) • Employee Advocacy • Goal: Humanize Brand • Featured Business Clients • Loyal Clients • New Client Welcome • Startup Spotlight Source: Nielson Note: Added Employee Advocacy
- 29. www.csiweb.com Community Marketing • Spotlighting local businesses • New businesses • Featured business • Veteran owned • Recognition • Business events • online/in person • Featured charities • Centrust charities • Other local efforts
- 30. www.csiweb.com The Next Evolution of SEM Average one-two SEO client or employee focused press release per month. Then publish on Social Media profiles and website. Also, sent via email newsletter monthly.
- 32. www.csiweb.com Employees Bank Personal Branding Humanized Brand Thought Leadership Thought Leadership Career Advancement Social Team Culture Powerful Network Recruiting Engine (SR) Increased Skills Social Team Leaders More Income Increased Market Share Benefits
- 33. www.csiweb.com Results • Commercial Business Increased – > 20% • Deposits Increased – >20% • Active Online Community – Social Media • Expanded Digital Search Footprint • Email List Grew 4x in 6 months • Recruiting Solely from Influencers Networks • Employees having fun online (and behaving) • Now we move on to Nurturing Ads (CTN)!
- 35. www.csiweb.com Is it Your Turn? Humanized Bank Policy Management Team Training Influencer Team Employee Team Marketing Distribution Measurement 1. Build Policy 2. Enroll Management Team 3. Structure Training 4. Enroll Influencer Team 5. Enroll Employee Team 6. Confirm Marketing Support 7. Commit to Measure 8. Celebrate the Results
- 36. www.csiweb.com
Notas do Editor
- https://linkhumans.com/employee-advocacy-hsbc/ - add if time