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7021 Portwest Drive, Ste 100 | Houston, TX 77024 | earthintegrate.com
How Financial Services Firms Can Manage, Distribute & Reuse Content
Table of Contents
Introduction 5
Issues of Complexity and Regulations 7
Content Marketing Relevancy 8
Implementing Content Marketing Strategy 10
Social Media Successes 12
Distributed Marketing Solutions 14
Summary 15
Introduction,Q�WKH�ƟHOG�RI�ƟQDQFLDO�VHUYLFHV��WKH�ODVW�ƟYH�\HDUV�KDYH�EHHQ�DPRQJ�
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Introduction (cont.)
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High levels of regulation, with near impossible legal and compliance areas
Lower levels of funding for new marketing, due to uncertain ROIs
� &RPSOH[LW\�RI�ƟQDQFLDO�SURGXFWV�DQG�LOO�HGXFDWHG�� � consumers
A tarnished relationship with consumers after the � KRXVLQJ�EDQNLQJ�FULVLV
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Mobile Connectivityand Social Media
MarketingChallenges
Online Security
Industry Regulations
REGULATIONS
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ISSUES OF COMPLEXITY AND REGULATIONS
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Introduction (cont.)
In early 2013, the Federal Financial Institutions Examinations Council (FFIEC) announced a proposal seeking to give guidance to banks, credit unions and savings associations on their use of social media.
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However, there are some positive signs are on the horizon for 2013.
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Experienced some 8,700 clicks to Sun Life’s main product site
Converted 4% of visitors into leads
Created more than 3,700 followers on Twitter
Drawn more than 18,300 likes on its Facebook page
EarthIntegrate @earthintegrate
Customers were open to interaction with banks and credit unions on social media, but very few banking companies were active in social media.
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Organize the blog content in easily searchable, tagged categories within the design.
Share your blog content on your social media � SURƟOHV��%H�FUHDWLYH�ZLWK�WZHHWV��%DQN�RI�$PHULFD�� �� VKDUHV�LWV�WZHHWV�YLD�WKUHH�PDLQ�FKDQQHOV���%�RI���� ��� $�1HZV����������SOXV�IROORZHUV���%�RI�$�&RPPXQLW\�� �� ���������SOXV�IROORZHUV��DQG�%�RI�$�+HOS���������� � plus followers).
� 2ƷHU�RQOLQH�HERRNV�DQG�JXLGHV�WR�H[SODLQ�FRPSOH[�� � banking tools in more detail.
Tie in social media promotions (in compliance with existing laws) with new advertising campaigns. � &UHDWLQJ�EUDQG�DZDUHQHVV�DFURVV�,QWHUQHW��79�DQG�� � other channels will help solidify the bank’s brand overall.
IMPLEMENTING CONTENT MARKETING STRATEGY
Financial InstitutionsNew Content Strategy
Multiple Microsites
Mobile Apps
Local ContentExperiences
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Which practical strategies around owned content are already being used by leading banks, insurance � FRPSDQLHV��DQG�JOREDO�ƟQDQFLDO�SOD\HUV�
Best tips for content marketing that attracts and engages a particular audience.
Best ways to integrate content marketing into existing social media activities.
Innovative methods to for creating and distributing valuable and helpful content.
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Social Media Successes
EarthIntegrate @earthintegrate
Financial products’ marketers should understand that social media doesn’t always have to be about dry, financial topics.
1 BofA Bank USA 199,594 77,729 63.78%
2 Citi Bank USA 149,319 21,435 16.76%
3 Capital One Bank USA 74,703 6,440 9.43%
4 Goldman Sachs Bank USA 52,396 14,232 37.29%
5 GT Bank Bank NIG 51,976 10,805 26.24%
6 Wells Fargo Bank USA 44,117 7,399 20.15%
7 Capital One 360 Bank USA 41,486 693 1.70%
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Distributed Marketing Solutions
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Summary
For the remainder of 2013 and into 2014, retail banks and other consumer-facing financial companies must keep a strict eye on consumer protection rules and compliance and regulatory issues.
Relationships.
Brands.
7021 Portwest Drive, Ste 100Houston, TX 77024
earthintegrate.com