Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | @OracleSocial #OOW14 #Social...

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

@OracleSocial #OOW14 #Social #CX

About UsKatie Minton GulasVP, Social Media Channel ManagerBBVA Compass@KatieGulas

Katie is a social media marketer with a passion for data-driven creativity. As Social Media Chanel Manager at BBVA Compass, Katie creates and implements social media strategies that turn target KPIs into creative and engaging social experiences for consumers.

Having both agency and in-house experience, Katie has had the opportunity to create digital media campaigns in industries ranging from automotive to healthcare & financial services.



Oracle Confidential – Internal/Restricted/Highly Restricted 2

Social – Our Approach

• Regional bank with 673 branches across the sunbelt region.

• With more than 115,000 connections, social media has become an integral part of our digital marketing strategy.

Where we are, what we’re doing




B2B Social

• Great Ideas for Small Business– Microbusiness, start-ups, entrepreneurs, self-employed, independent contractors

• Healthcare LinkedIn Strategy– Physicians, Small Practice Owners & Managers

Focus on a niche segment




Case Study: Great Ideas for Small BusinessCampaign Goals

• The Mission: Create a campaign that connected the bank not only to small business owners but to their communities. Build awareness, generate positive social buzz about small business products and service and create meaningful prospect connections. Encourage Virality:

Share with friends & followers to get the most

votes

Encourage Virality: Drive traffic back to tab to

encourage contest engagement and generate

new fans




Case Study: Great Ideas for Small BusinessMedia Approach & Result Metrics

• Phase 1 (Paid) – Target potential contest participants and encourage idea submission• Phase 2 (Paid) – Reach potential voters to generate awareness, voting and engagement• Phase 3 (Unpaid) – Rely heavily on top Finalist to generate viral messaging

Great Ideas for Small Business social content reached over 100 Million impressions (the amount of time a post is seen) and generated over 85,000 clicks to the Great Ideas Facebook Tab. Content

generated a total of 4,221 engagement clicks (likes, comments, shares) on Facebook and generated 1,881 new fans

46 Submissions

10,000+ Votes 5 Finalists 2 Winners




Case Study: Great Ideas for Small BusinessSocial Results

• Social reach and awareness of BBVA Compass Small Business products & services• Social ambassadorship and meaningful relationships with participants and winners

• Conversation expanded beyond the Facebook environment to Pinterest, Twitter, Instagram & local media• Lead generation and face to face interaction with participants.




LinkedIn Healthcare Strategy

• Create an idea-sharing community in a space where your target is active• Empower your teams to participate in the conversation in a relevant• Connect online and offline

Creating a Community

Entice

Engage

Enroll

Enfold




Socializing the field

• Restructuring Corporate Guidelines• Training: Annual Company-wide, Specialized Program Training• Surveys & Follow-Up

• Customer Service – How do you monitor?• Results – How do you measure? • Who owns it?

The Obvious & The Not So Obvious

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | @OracleSocial #OOW14 #Social...

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Transcript of Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | @OracleSocial #OOW14 #Social...