90 Minute Kickstart

Facebook and Twitter for the Busy Community Bank Professional

Bankin

g o

n

Rela

tionsh

ips

Poll #1

What We Know 2010/2011 – CitiBank trains 100 staff to

handle online social media customer queries

2010 - Sweden’s SEB establishes online community for treasury and finance professionals – The Benche

2011 - FirstDirect launched first transactional banking app for smartphones

Older generations are now the fastest growing segment using social media sites

Online Communities

FirstDirect

Why Social Media Matters

Businesses that ignore social media do so at the risk of becoming irrelevant

Social media activity ≠ More money

Social media activity Greater engagement, impact

Social Media is not a fad

New

To

uch

poin

ts

Concerns

Where to begin

Legal liability

Time management

Poll #2

Where to Start:Social Media Maturity

Passive

Responsive

Engaged

Creative

Where to Start: Three Social Media

Musts

Policy

Planning

Monitoring

Where to Start: Policy

What’s out there

Adapt to your needs

Share with employees

Update annually

Where to Start: Plan/Goal Setting

POST Methodology

P – People

O – Objectives

S – Strategy

T – Technology

Example #1: CBTV People – Current customers of the bank with

secondary/ passive focus on potential customers

Objectives – Increase engagement with current customers and enhance word of mouth

Strategy – Providing helpful information with community; annual recipe calendar intended as a community building/marketing project

Technology – Facebook, Twitter

No call to action – no response or engagement

with public

Missed opportunity to share legal disclosure regarding

information security on site

Missing social

media links

Example #2: Ally Bank People: Current and potential customers

Objectives: To encourage engagement and community building

Strategy: Reaching out via technology using humor and a friendly “voice” representative

Technology: Facebook, Twitter, YouTube, Blog

Legal information about personal and banking information security

Engaging with industry professionals as well as

customers…building relationships

Asking questions and starting conversations…advanced relationship

building

Links “above the fold” on homepage

Where to Start:Monitoring Simple to use:

http://bit.ly/gQNEe2 Assign email account to

Google Alerts page

Time Management features: Instant Daily Weekly

Google Alerts to search: “Name of Bank” “Name of Bank” location Industry terms related to

bank Prominent names

affiliated with bank Competition names

More Alerts Tips: http://bit.ly/googleicba

Time Management

Development from Social Media Following up on suggestions Sharing knowledge gained

from monitoring Developing programs as a

result of social media activity

Monitoring Social Media Google Alerts Tweetdeck SocialMention.com

Engagement in Social Media Posting information &

responding to people Asking questions Looking for ways to

engage

Now What? Identify where you are in Social Media Maturity

Three Musts: Monitoring, Planning, Policy

Focus on one area at a time, starting with monitoring

Identify POST goals for social media

Identify time allotted to social media development

Review findings by end of each fiscal quarter; assess and benchmark success

Poll #3

Feedback

Questions?

Thank You @kikilitalien on Twitter

kiki_litalien on Skype

klitalien@delcor.com

Ms. L'Italien is senior consultant, technology management for DelCor, an IT consultancy firm. Her focus is helping organizations connect with member communities through effective communications and social media strategies.