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Presentation by Aaron Weiche of Five Technology to the Independent Community Bankers of Minnesota (ICBM) on November 11th, 2009. Social Media 101 and banking.
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SOCIALThe
Internet.
The Internet is big.Years it took to reach a market audience of 50 million
Radio38 years
The Internet is big.
TV12 years
Years it took to reach a market audience of 50 million
The Internet is big.
Internet4 years(Facebook, 50m, 2 years)
Years it took to reach a market audience of 50 million
0
Social Media Websites
What Is Social Media? Media and websites designed to be grown, supported and used through social interaction.
Social media supports the human need for social interaction, using Internet based features to transform broadcast media monologues (one to many) into social media dialogues (many to many).
It transforms people from content consumers into content producers.
Why Use Social Media?27 Million in October 2009
300 Million Users
924 Million unique visitors per year
80% Of Americans Use Social Media Tools & Websites monthlyover
Forums – Blogs – Networking sites – Reviews – Surveys – Wikis – Video sites
Why Use Social Media?
Why Use Social Media?> It’s FREE, but you must invest time.
Why Use Social Media?> Build Connections & Network
No event needed, no walls to stop you.
•
• General Public• Clients / Consumers• Small Business Owners• Organizations & Non-profits
Why Use Social Media?> To Listen & Learn
There are thousands of intelligent people and companies sharing ideas, links, blog posts, websites, case studies, opinions and more.
Why Use Social Media?> To Market, Show Expertise & Transparency
In sharing your own ideas, experience and expertise, you build your own network. Social media allows a broadcast medium for you to communicate & market.
• Promote your own web or blog content• Announce new services / products• Offer specials or promotions• Provide visibility into your operation
The Value Of The Tool It’s not a silver bullet, it’s how you use it.
How Can A Bank Use SM?Be different Be human Be a resource
• Show community• Promote local events• Educate• Non marketing speak
• Introduce staff• Care• Don’t talk all biz• Have personality
• Help• Answer questions• Make connections• Offer links
> Becoming the home page of Americans• Connect, Network & Share• Non-profits & many small businesses have fan pages• Your friends, family, acquaintances, past co-workers, clients• Bring a professional tone
Share links, photos, community, services, experienceYou can also create a fan page for your business
Post & share photos of community expos, events, youth sports teams you sponsor, parades and more.
CREATE conversation.
Post & share your PRESS RELEASES online.
Post to your website or blog.Promote on your Facebook page
> A Tweet is a short (140 character) message
• Connect, follow & interact with anyone, anywhere• Peers, industry, news, celebrity, businesses• Micro-blogging conversations, links, tags
No, it’s not just this >
> Big Business Use: Customer Service Tools to monitor the conversation & interact
> Small Business Use Marketing & PR Interact with customers, Tweet offers, show the personality or transparency of their business.
> News & Org’s Use It To Connect InstantlyIt creates a tighter timeframe (real-time) and relationship with the audience.
How Can A Bank Use Twitter?
• Have a voice on the channel• Transparency / Fish Bowl• Promote website, blog, other media• Customer service, answer questions• Identify area small businesses• Learn from others• Integration with other marketing efforts
My Experience With Twitter:
• Access to other great industry minds• Interaction with local & regional people• Interaction with national media editors, business leaders, Hall Of Famers• Leads & prospects • Sales – Over $50k in closed business in last year
• A flexible, open format to show the vibe of your bank• Display your expertise• Elaborate on your offering• Case studies, examples of services/relationship at work• Industry news
Benefits: More content, SEO, more human, relevant, feeds & subscriptions
Business Blogging
Blog about your clients.
Blog about doing business with them, their services.
Blog about how you served them.
Links, SEO, Buzz, Expertise
Business Blogging
Business Blogging
A Blog makes a great target/hub for all of your social media efforts and even traditional marketing
An Integrated Approach
Social media should not be isolated or stand alone.
Integrate all of your marketing tools to work TOGETHER and even pass through each other.
InfluencersSocial Media is full of them.
Content Producers: They are Tweeters, Bloggers, highly social, willing to link, talk about and contribute.
They communicate and market for you.
The Conversion Funnel
Traditional – Website – Social MediaEnter – Submit – Fan – Follow
Interact – Details – Pulse
CONVERSIONonline or off
Social Media Is Mobile
Smartphones, iPhones, Blackberry's and more all have applications and features for Facebook, Twitter & YouTube
They key is in how you use the tools.
INTERACT= If you’re not willing or wanting to be SOCIAL, then avoid social media.
It’s always best to listen first
The masses are not waiting to hear from you
Establish trust with your developing audience
Set your goals and work towards them
Involve Your Staff, Especially Those That Are Interested
They might already be on Twitter, FB & “get it”
They can influence others to FAN you on FB
They are font line employees with knowledge and customer service skills to share
Social Media FEAR
Is it safer to stay out of the room?
Remember the fears of automation, computers, the internet? Social Media is here to stay & will evolve.
Having a plan offers control
Social Media Steps1.Find Your Voice2.Establish a goal (relationship, promotion, sign-up)
3.Pick your tools(s)4.Listen, engage, interact, 5.Review, rinse, repeat
Thank you!
Aaron Weiche • [email protected]
• Twitter: @AaronWeiche
• Connect with me on LinkedIn and Facebook • www.FiveTechnology.com & www.FiveTechnology.com/blog
