Stephanie Byrnes of the State Bank of Cross Plains was the speaker at Social Media Breakfast Madison. With a full room, Stephanie shared her experiences with running two separate contests, dealing with fraud issues, success, and lessons learned.

1. Presented by Stephanie Byrnes,
State Bank of Cross Plains

2. Presentation Outline
 History – Why Social Media?
 Bank Compliance
 Reputation Monitoring
 Social Media Policy
 Banks and Social Media
 Contests
 www.statebankhearsmyvoice.com
 www.statebankcharitychampion.com
 Successes
 Challenges/Fraud
 Analytics

3. Who is the State Bank of Cross Plains?
 103-year-old independent, community bank with ten
locations in Dane County
 Black Earth, Cross Plains Main, Cross Plains Motor,
Madison, Middleton East, Middleton West, Mount
Horeb, Oregon, Verona and Waunakee
 Local decision-making and servicing
 We support the communities we serve

4. Why Social Media?
 Started social media in January 2010. We were looking for
an unconventional approach (at least in the banking
industry) to promote our bank, products and events
beyond our local footprint to the online community.
 Facebook
 Twitter
 Linkedin
 Word Press
 YouTube
 Our main goal was to grow through new channels and
better personalize our relationships with customers and
non customers.

5. Implementation
 Research
 Compliance - Assists the Bank in managing its risk,
which can be defined as the risk of legal or regulatory
sanctions, financial loss, or loss to reputation a bank
may suffer as a result of its failure to comply with all
applicable laws, regulations, codes of conduct and
standards of good practice.
 Worked with Outrigger 3 to get Facebook set up and
customized and to learn best practices.
 Then we were on our own. 1 person, me, runs all of the
bank’s social media efforts.

6. Statistics
 462 Facebook likes
 703 Twitter followers
 2,100 Blog views

7. •Reputation Monitoring
•Social Media Policy

8. Reputation Monitoring
http://www.google.com/alerts

9. Twitter Monitoring: TweetDeck

10. Twitter Monitoring: TweetDeck

11. Twitter Monitoring: TweetDeck

12. Dealing with Negativity
 Realize you cannot control conversations
 Opportunity for feedback
 Gain respect by accepting criticism
 Address open and honestly
 Let the world see how you handle problems
 Example: Aflac
Source: Eric Cook, Certified Internet Business Consultant

14. 10 Social Media Policy Tips
 Remind employees to familiarize themselves with the employment agreement
and policies included in the employee handbook.
 State that the policy applies to multi-media, social networking websites, blogs
and wikis for both professional and personal use.
 Internet postings should not disclose any information that is confidential or
proprietary to the company or to any third party that has disclosed information
to the company.
 If an employee comments on any aspect of the company's business they must
clearly identify themselves as an employee and include a disclaimer.
 The disclaimer should be something like "the views expressed are mine alone
and do not necessarily reflect the views of (your companies name)."

15. Social Media Policy Tips Continued
 Internet postings should not include company logos or trademarks unless
permission is asked for and granted.
 Internet postings must respect copyright, privacy, fair use, financial disclosure,
and other applicable laws.
 Employees should neither claim nor imply that they are speaking on the
company's behalf.
 Corporate blogs, Facebook pages, Twitter accounts, etc., could require approval
when the employee is posting about the company and the industry.
 That the company reserves the right to request the certain subjects are avoided,
withdraw certain posts, and remove inappropriate comments.

17. How are Banks Leveraging Social
Media
 PR/Brand Awareness
 Customer Service
 Consumer Education
 Online “Resource Center”

18. Example: @BofA_Help

19. Example: @BremerBank

20. Example: @1stMarinerBank

21. Example: @statebankofcp

22. Example: facebook.com/statebankofcrossplains – all about community!

23. www.statebankhearsmyvoice.com

24. www.statebankhearsmyvoice.com

25. 2010 Campaign Goals
 Give back to the community by gaining exposure for
Dane County non-profits.
 Offer a unique online experience in the financial
services world.
 Create a PR campaign to be seen as a corporate partner
that gives back to the community it serves and is
progressive.
 Gain influence and engagement (Facebook likes,
Twitter followers, mentions, retweets, wall posts).

26. Campaign Details/Results
 164 Charities
 70,081 Votes
 2 Winners:
 Waunakee Community Band
 Girls on the Run of Dane County
 Publicity: WI State Journal, News Sickle Arrow, various
non-profit newsletters, email blasts and social media hits

27. www.statebankcharitychampion.com

28. www.statebankcharitychampion.com

29. 2011 Campaign Goals
 Gain exposure for non-profits by creating brand
advocates that rally for their favorite organizations.
 Exceed 2010’s campaign and make the campaign more
competitive.
 Create a PR campaign to be seen as a corporate partner
that gives back to the community it serves and is
progressive.
 Gain influence and engagement (Facebook likes,
Twitter followers, mentions, retweets, wall posts).

30. Campaign Details/Results

31. Campaign Challenges: Fraud
 There are always way to game any online contest. You
need to monitor fraud and be prepared in the event
that it happens.

33. How to Promote Contests
1. Kick off the contest by enlisting your current fans,
past contest participates and your email marketing
database.
2. Cross-promote online: Twitter, YouTube, corporate
website, blog, etc.
3. Promote offline: traditional advertising (newspaper
ads, radio, billboards), receipts, buckslips, etc.
4. Make your contest shareable.

35. What have I learned over the last
year and a half?
 Social Media is a great way to give your business a
personality and interact with customers, non-
customers and COIs.
 TweetDeck is AMAZING! Make sure you are
monitoring social media in some way.
 Monitor your competition.
 When running contests, be ready for
anything…including fraud.
 Read www.mashable.com and other social media blogs
to stay abreast of trends.