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Financial Institutions have a hard time to engage with their audience on social platforms due to restrictive compliance processes. Does this mean they can\’t communicate on Facebook & Co. at all? Best practice talk about the many compliance-free opportunities for banks to engage with their customers, given at an ICS Risk Advisor seminar with 20 bank clients in Jan. 2012.
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Financial Institutions and Social MediaNew Initiatives Based on Relationship Marketing
Relationship Marketing is About People, not Technology
“New marketing is about relationships, not about the medium.”Ben Grossman
You Have to Nurture Long-Term Customer Relationships
• Social Media shifted the traditional view of marketing from a sales driven approach to a people driven approach
• Relationship Marketing focuses on customer engagement and community building
• All marketing should support the building of the highest value on social networks: trust
Embrace the New Skills - Empathy and Compassion
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Maya Angelou
People Are the Starting Point in Successful Social Media Marketing
People
Objective
Strategy
Technology
Source: Forrester Research
What Does this New Marketing Perspective mean?
• We see a major shift in today’s marketing world which gives the power back to consumers
• The way we will do business in 2015 is exactly the same way business owners did business in 1930 – personal, authentic and community-based
• Adapting this change and including new platforms and technology to reach your target audience is key to success
Best Practices
Don’t Just Talk About Banking!
Don’t Just Talk About Banking!
Don’t Just Talk About Banking!
Show Your Community Engagement
Show Your Community Engagement
Show Your Community Engagement
Have a Good Content Mix
Source: Citi Bank
Have a Good Content Mix
Use Visual Guidance Elements in Your Content Mix
Make Information More Interesting and Include Strong Calls-To-Action
Source: Bank of America
Host Contests to Build Your Community
Host Contests to Build Your Community
Host Contests to Build Your Community
Source: HSBC Student Facebook Fan Page
Make Your Offers Stand Out in the Daily Content Flood
Post Something Different
Be Playful and Provide Useful Information
Use Social Media for Customer Happiness
Use Social Media for Customer Happiness
Start Your Relationship Marketing Now…
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Miriam Christof
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