How financial services can hit their social media sweetspots
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Transcript of How financial services can hit their social media sweetspots
HOW TO HIT YOUR SOCIAL MEDIA SWEETSPOT
Michael TaggartHead of digital and
socialMRM
Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest.
Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest.The UK’s biggest and best brands are selling their wares, promoting themselves and conducting customer services on the social web.
Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest.The UK’s biggest and best brands are selling their wares, promoting themselves and conducting customer services on the social web. But what about financial services?A bank, insurer, adviser or fund manager tweeting? Wouldn’t that be a bit like...
Suddenly, everyone is talking about Twitter, YouTube, LinkedIn, Facebook and the rest.The UK’s biggest and best brands are selling their wares, promoting themselves and conducting customer services on the social web. But what about financial services?A bank, insurer, adviser or fund manager tweeting? Wouldn’t that be a bit like......
...watching your dad dance?
Then there are these issues
1. Compliance
Then there are these issues1. Compliance
2. Financial services are boring
To work out how to hit your sweetspot, you need to understand:
To work out how to hit your sweetspot, you need to understand:
1. Where social media came from, what it has changed and why that matters;
2. How to join the conversations that could affect your business or maybe already are;
3. How to influence those taking part;4. And how to check if your efforts are
working for you...
To work out how to hit your sweetspot, you need to understand:
1. Where social media came from, what it has changed and why that matters;
2. How to join the conversations that could affect your business or maybe already are;
3. How to influence those taking part;4. And how to check if your efforts are
working for you...without looking like a dancing dad.
But let’s start at the
beginning
But let’s start at the
beginning
Before the world changed
In the 1980s, most businesses communicated only like this
It reached you like this
And like this...
And like this...
But it wasn’t exactly a conversation
Then, along came the internet...and communications looked more like this
People soon realised that if they could talk to the company, then they could complain, review and ask
inconvenient questions.
So marketers removed ‘unhelpful comments’. Which led to people questioning the point of engaging with a
company that censored real conversation, when you could interact with peers instead?
So this happened...and it changed everything
The social web is about multi-faceted communication where you follow people, and people follow you. And every user is at the centre of a network of people and ideas that that are relevant to him or her.
The reason people went online in the past was so that they could see
things, experience things, and search for things. The reason
people go online today is to be a part of other people's
communication. To be connected, to be there, to be available, to join
the conversation.
That’s why these are so popular
26m active users (42% of pop.)
5m active users
17m active users
4m active users
UK social media usage by numbers
?
IT’S RUBBISH
ONCE YOU GET THE
PACKAGING OFF!
!!!!
OUR PRODUCT IS BRILLIANT, LOOK
AT THE PACKAGING!
It means you can’t dress up poor products in shiny packaging anymore
So how do yousell your financial services on thesocial
web?
PermissionPermission
PERMISSION
Permission
Permission
PermissionPermission
Permission
Permission
PermissionPermission
PermissionPermission
PermissionPermission
PermissionPermission
P e r m i s s i o n
Permission
Permission
Permission
Permission
Permission
Permission
That means you don’t always talk about yourself…
That means you don’t always talk about yourself…...you help others and share
content that will be useful to them
And when you are talking about your products, you don’t market them…
And when you are talking about your products, you don’t market them…
...you share them
Start by listening...to find out• What people are saying about you, your competitors and your industry
• Who the influencers are in those conversations
• Where they ‘hang out’ on the social web
Why? So you can...• Join the communities that matter to you• Identify critics and turn them into advocates• Identify advocates and turn them into evangelists• Generate sales leads• Gather feedback• Spot threats before they become crises• Defend your reputation by responding to negative feedback
MRM conversation audits
• Measure metrics
• Make sense of data in relation to business objectives
•Make recommendations
Content Marketing
When you can’t get in the media, create the media
Good content marketing is:• Unique• Useful• Polished• A good match with the media channel
We’ll help you...
• Prepare your content ‘to go’
We’ll help you...
• Prepare your content ‘to go’• Think in ‘bite sizes’
We’ll help you...
• Prepare your content ‘to go’• Think in ‘bite sizes’ • Embrace Twitter
We’ll help you...
• Prepare your content ‘to go’• Think in ‘bite sizes’ • Embrace Twitter• Make a blog your ‘content engine’
We’ll help you...
• Prepare your content ‘to go’• Think in ‘bite sizes’ • Embrace Twitter• Make a blog your ‘content engine’• Become a curator
Community Building
We’re digital natives who know the rules of
engagement...we’ll help you
• Feed the beast
• Promote your community and their stuff
• Engage in realtime
Crisis Management
We’ll help you...
• Listen• Assess• Act decisively• Fish where the fish are• Be polite• Take control• Redirect the crisis• Follow up
Word of Mouth
We’ll help you...
• Influence the influencers
• Energise brand advocates
• Create ‘social proof’
We’ll help you...
• Influence the influencers
• Energise brand advocates
• Create ‘social proof’
To have your cake and eat it...
HAVE YOURCAKE AND
EAT IT!
Michael Taggart, MRM
Email: [email protected]: @michael_taggartBlog: www.mrm-london.com Tel: 020 3326 9913Mob: 07780 008939
CONTACT
Attribution
All images used under Creative Commons licence:
SLIDES 1, 9,10, 11: Sweet Sunday Afternoon by MankamundoSLIDE 6: Dancing Dad by MrMancSLIDE 7: No Entry Painted1 by SatguruSLIDE 8: Yawn! by QuinnAnyaSLIDES 12, 13: Blue Marble (Planet Earth) by Nasa Goddard Flight CentreSLIDE 15: Reading the newspaper by pedrosimoes7SLIDE 16: Television Desert Dream by canthcSLIDE 17: Radio by…SLIDE 18: One Way Ewell2 by SatGuruSLIDES 32, 33: Ear by Menage a MoiSLIDE 35: Arsat Fisheye Test by The NigeSLIDE 42: Overflowing Ants by Jaxxon SLIDE 43: Attendees of the 1898 Indian Congress [Afraid of Eagle, Sioux] by Boston Public LibrarySLIDE 44: Licorne2 by Pierre JSLIDE 46: I don't think you have washed this bit by EledaSLIDE: 49: Day 163 – Happy Birthday by Christophe Verdier