It's 2012, and we are five years into the social media revolution. Is it the best thing since slice bread or a complete waste of time?

1. SOCIAL MEDIA
ENGAGEMENT
2012
Morriss Partee

3. WORLD 2.0:
I can get
• ANY information about
• ANYthing, ANY place,
ANY one, or ANY business
at ANY TIME.
(oh, and I can’t get lost, either)

4. Where are we at?

5. Most complete waste
of time EVAH

6. Most amazing thing
EVAH

7. Social media is a waste of time
for most banks & credit unions
–The Financial Brand
http://thefinancialbrand.com/15465/11-reasons-social-media-is-a-waste-
of-time-for-financial-institutions/

8. Brent Dixon’s response to the
Financial Brand’s article
— The Cooperative Trust
http://trust.coop/2010/11/re-why-social-media-is-a-waste-of-time-for-
most-banks-credit-unions/

9. POINT
Social Media has been around
for five years. If it was so
great, we’d see FIs using it
successfully everywhere.

10. COUNTERPOINT
While social media may be old,
FIs and other brands using it as
a marketing medium is still in its
infancy (and only now has it gone
mainstream for the public)

11. POINT
You’re Boring

12. COUNTERPOINT
You’re more than boring, you’re
socially awkward – you talk
about yourself and boring things

13. POINT
Banking is boring

14. COUNTERPOINT
Banking is boring...
having money is not

15. New FI campaigns in social media
Bank of Ann Arbor
Non-local banks think_____
https://www.boaa.com/locallandmarks/index.aspx/
http://www.americanbanker.com/issues/177_97/Bank-of-Ann-Arbor-uses-
Facebook-in-ad-campaign-1049428-1.html

17. Bank Transfer Day
http://www.csmonitor.com/USA/Politics/2011/1107/Bank-Transfer-Day-How-
much-impact-did-it-have

18. B of A’s twitter
response team
http://agbeat.com/real-estate-technology-
new-media/short-sale-success-thanks-to-
twitter/

19. Dell Financial sells $6.5million
per year via twitter
http://www.webpronews.com/dell-attributes-65-million-in-sales-to-
twitter-2009-12

20. What should I do now?

21. There’s no such thing as a
social media strategy - only a
business strategy
-Ron Shevlin
http://snarketing2dot0.com/2012/06/05/heres-what-i-believe/

22. How can social media support
or amplify (or even drive)
your current marketing
campaigns?

23. THINKING CAP TIME

24. Pick/invent 1 product
Brand/positioning statement
Marketing campaign/creative
direction
Social Media component

25. Ballroom dancers
Travelers
Upper income
Service/community oriented, volunteer

26. Computer savvy
Artistic
Music
Spontaneous

27. Administrative professional
Family oriented
Part time chauffeur
Pressed for time, always

28. Tech-savvy
Love animals
Couch potatoes
Short-attention span

29. SHIFTING
GEARS

30. NET PROMOTER SCORE

31. NET PROMOTER SCORE
Criticisms:
Not predictive
Not actionable
Intent ≠ Action
Referral ≠ Purchase
Very broad (company? product?)
http://www.clickz.com/clickz/column/1707482/whats-wrong-with-net-promoter-score
http://www.customersatisfactionstrategy.com/netpromoterscore.html

32. CUSTOMER EFFORT SCORE

33. How much effort did you
personally have to put forth to
handle your request? (rate 1
[low effort] to 5 [high effort])
http://thinkinglikeacustomer.com/customer-experience/customer-effort/

34. How much effort does a new
person have to put forth to
open an account online?

35. How much effort does a
customer/member have to
put forth to find your
branch hours and locations?

36. How much effort does your
customer/member have to put
forth to apply for a loan
online?

37. TIME TO
JUMP IN!

38. Social Media/Networking
Morriss Partee
Chief Experience Officer
EverythingCU.com
morriss@everythingcu.com
413·535·0621
http://everythingcu.wordpress.com
Friend me on EverythingCU, Facebook, Twitter, LinkedIn
Today’s slides are on Slideshare.net