Service Measures

On-Brand ServiceOn-Brand Marketing

Financial Measures

Balanced Scorecard–Reinforce the Brand

Live the Brand!

©2005 EverythingCU.com and Denise Wymore

SOCIAL MEDIAENGAGEMENT

2012

Morriss Partee

WORLD 2.0:I can get

• ANY information about• ANYthing, ANY place,

ANY one, or ANY businessat ANY TIME.

(oh, and I can’t get lost, either)

Where are we at?

Most complete waste of time EVAH

Most amazing thing EVAH

Social media is a waste of time for most banks & credit unions

–The Financial Brandhttp://thefinancialbrand.com/15465/11-reasons-social-media-is-a-waste-

of-time-for-financial-institutions/

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/

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

successfully everywhere.

POINT

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)

COUNTERPOINT

You’re Boring

POINT

You’re more than boring, you’re socially awkward – you talk

about yourself and boring things

COUNTERPOINT

Banking is boring

POINT

COUNTERPOINT

Banking is boring... having money is not

New FI campaigns in social media

Bank of Ann ArborNon-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

Bank Transfer Day

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

B of A’s twitter response team

http://agbeat.com/real-estate-technology-new-media/short-sale-success-thanks-to-

twitter/

Dell Financial sells $6.5million per year via twitter

http://www.webpronews.com/dell-attributes-65-million-in-sales-to-

twitter-2009-12

What should I do now?

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/

How can social media support or amplify (or even drive) your current marketing

campaigns?

THINKING CAP TIME

Pick/invent 1 product

Brand/positioning statement

Marketing campaign/creative direction

Social Media component

Ballroom dancersTravelers

Upper incomeService/community oriented, volunteer

Computer savvyArtisticMusic

Spontaneous

Administrative professionalFamily oriented

Part time chauffeurPressed for time, always

Tech-savvyLove animals

Couch potatoesShort-attention span

SHIFTINGGEARS

NET PROMOTER SCORE

NET PROMOTER SCORECriticisms:

Not predictiveNot actionable

Intent ≠ Action

Referral ≠ PurchaseVery broad (company? product?)http://www.clickz.com/clickz/column/1707482/whats-wrong-with-net-promoter-score

http://www.customersatisfactionstrategy.com/netpromoterscore.html

CUSTOMER EFFORT SCORE

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/

How much effort does a new person have to put forth to

open an account online?

How much effort does a customer/member have to

put forth to find your branch hours and locations?

How much effort does your customer/member have to put

forth to apply for a loan online?

TIME TO JUMP IN!

Social Media/Networking

Morriss ParteeChief Experience Officer

EverythingCU.com

morriss@everythingcu.com413·535·0621

http://everythingcu.wordpress.comFriend me on EverythingCU, Facebook, Twitter, LinkedIn

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