Leveraging Social Media to Grow Customer Relationships
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BAI Retail Delivery - October, 2011
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Leveraging Social Media to Grow Customer Relationships
- 1. Building Online Communities: Leveraging Social Media to Grow Customer Relationships Matthew Wilcox Zions Bancorporation
- 2. What was your last great online community experience?
- 3. Was it an Electronics Store? Web Couponing Digital – iPhone App Search Engine Ads Facebook - Ideagiftr Twitter - Twelpforce
- 4. Was it a Bank? Interactive Website Twitter Interactive Billboard iPhone App YouTube Product Demonstrations
- 5. Brands Engage Online for a Reason • Overall, community users remain customers longer than non-community users. • Engaging with clients and prospects on social media can help build brand awareness, encourage customer advocacy, appeal to customers/prospects on a level more personal than a website (and even bricks-and-mortar).
- 6. It’s All in the Strategy Behind Engagement… • Successful social media campaigns involve: • Ease of access • Communicating where your target audience is already interacting • Banks who do this well are using social media for: • Community building • Product research • Customer service • Marketing & Promotion (think Chase Community Giving) • Transparency
- 7. How Our Affiliate Banks Use Social Media
- 12. Measuring the Success of Your Initiatives • Monthly Interactive Summary – Awareness – Engagement – Sentiment
- 13. Steps to Success • Start with a clearly defined strategy • Develop an attainable business plan • Define roles and procedures • Develop a roll-out strategy • Stagger platform launch • Focus on substance • What do THEY want to hear from you? • Test and measure • What’s working and what isn’t?
- 14. Questions? Contact me: Find me on LinkedIn: LinkedIn.com/in/MatthewWilcox Follow me on Twitter @mattwilcoxpro Subscribe to my blog: MattWilcoxPro.com
Notas do Editor
- Zions Bank created two Twitter profiles – one for sharing news and engaging with followers, the other as an alternate customer service platform.
- Using a third-party application (Aptivada), affiliates leverage Facebook to execute giveaways and voting campaigns. These are typically used to acquire new fans. *Note: once an acquisition campaign has come to an end, it’s imperative to retain fans by offering quality content/posts. Nevada State Bank is currently running an acquisition campaign to donate $20K to three local schools. At the beginning of the campaign, they had roughly 860 fans. Current number of fans is 13,810 (on 9/19). We can provide an updated fan count closer to the conference. National Bank of Arizona runs regular acquisition giveaways, averaging a fan increase of over 500 each time.
- Customizing your YouTube channel is imperative to maintaining consistency with brand awareness.
- Elements of all social media properties are incorporated into blogs, in order to drive traffic and raise brand awareness across all properties.
- Zions Bancorp monitors all affiliate activity using Radian6. This allows for timely monitoring and responding across all social media properties.
- Although measuring the ROI of social media is still a work in progress, tracking ROE (return on engagement) is imperative to measuring the success of your initiatives. Metrics to measure include awareness, engagement and sentiment. (Click on each metric for report)