engaging your audience – how to create sharable social media content

Copyright © 2014, Gremln, Inc.

#GremlnMBA

ENGAGINGYOUR AUDIENCEHow To Create Shareable Social Media Content

Presented by The MBA & Gremln

TO ASK A QUESTION:

• TYPE QUESTION INTO THE CHAT BOX

• TYPE QUESTION INTO THE Q&A BOX


WELCOME MBACHRISTINE T. LEPPER, GRASSROOTS & BANK PAC COORDINATOR


IMPORTANCE & PURSUIT OF SOCIAL MEDIA


PARTNERING WITH GREMLNINTRODUCING RYAN BELL, CEO OF GREMLN


BANKS & SOCIAL MEDIA ENGAGE ON FACEBOOK

ENGAGE ON TWITTERENGAGE ON LINKEDIN

COMPLIANCE TOOLS

AGENDA


CAN A BANK JUST SAY NO TO SOCIAL MEDIA?

• FFIEC guidance requires financial institutions to have social media risk management program in place

Use the a dashboard to monitor for brand mentions on Facebook, LinkedIn, and Twitter

• Risk management


ENGAGEMENT IS THE “SOCIAL” PART IN SOCIAL MEDIA

EDUCATE SOLVE PROBLEMS

BUILD CUSTOMER BASEBUILD BRAND AWARENESS


Banks don’t have to be boring


52% Said they believe their banks use

of social was ineffective

87% Said banks are “…boring, or unhelpful” on social media


POST OTHER PEOPLE’S ORIGINAL CONTENT

Stick to the 80/20 rule to be safe – 80 percent informational content (either original or from other sources), 20 percent promotional.

Tip: Be sure any content you link to does not contain false or misleading statements, in keeping with FINRA Regulatory Notice 11-39.

INFORMATIONAL

PROMOTIONAL


Activate Your Audience

• Good Content

• Management Solution

• Tips


FACEBOOKThe 800 pound gorilla in social media


HOW TO ENGAGE ON FACEBOOK


CREATE CONTENT THAT SOLVES PROBLEMS.

Create A Customer Service FAQ

• Where is the nearest branch?

• How do I order new checks?

• How do I apply for a mortgage?

“How To” Posts & Financial Tips


DRIVE TRAFFIC TO AND FROM FACEBOOK VIA OTHER CHANNELS

• Include a link to your Facebook page from you website, blog, and mobile app

Tip: The updated SEC guidance now allows financial organizations to like and connect on Facebook pages.


TIMING

Go to Facebook Insights; click the Posts tab, and mouse-over the graph. This shows you what time of day most people are active on your Facebook page. Schedule your posts when you have the most traffic.

Tip: Posting to Facebook between 1pm and 4pm on weekdays results in higher click through rates.

Solution: Use the GREMLN scheduler to post during peak hours, even when you’re away – set it and forget it!

IS EVERYTHING


USE IMAGES & VIDEO.

• Candid staff photos

• Bank events

• “Culture” videos

• Interviews with executive staff

• How to videos

93% of the most engaging posts on Facebook are photos, but video is catching up – Ad Age reports that people are posting 94% more videos to Facebook this year than last year.


ADVERTISING

Targeted Ads for as little as $20 a week

• Promoted Posts

• Page Like Ads

• Mobile App Install Ads


A FEW FINAL THOUGHTS ON FACEBOOK ….

NO “LIKE-BAITING” NO SPAMMY LINKS KEEP CONTENT ORIGINAL


LINKEDINThe “professional” network


62% of financial advisors report getting new clients thanks to LinkedIn!


HOW TO ENGAGE ON LINKEDIN


TAKE ADVANTAGE OF PHOTOS!• LinkedIn company profiles now

offer banner images

• Team photo

• Community event

• Branch location or headquarters


COMMENT ON ARTICLES, POSTS, & CONVERSATIONS ON YOUR NEWSFEED

• Remind people you’re actively engaged!

• Congratulate a colleague on a new position or lend your opinion on an article.

Solution: Stay audit ready - comment, post, and join discussions in Groups from your GREMLN dashboard so all social media activity is archived!


SHARE WITH YOURCONNECTIONSKeep a steady stream of informative, original content flowing through your LinkedIn page. But not too often – LinkedIn posts should only be 1 or 2 times per day!

Tip: Work smarter, not harder – re-purpose Facebook content for LinkedIn in the form of Slideshare presentations!

Use LinkedIn Groups. Join groups where you can learn as well as contribute. Consider starting your own group if you have the time to build it and help it grow.


A FEW FINAL THOUGHTS ON LINKEDIN ….

SHOW YOUR PERSONALITY

keep it professional, but the occasional glimpse into your personal life shows your human side to potential clients.

ASK QUESTIONS

what are discussion groups for if not to start discussions? Gain new insights, spark new conversations.


TWITTERThere are 400 million tweet sent each day!


HOW TO ENGAGE ON TWITTER


POST ORIGINAL CONTENT• Finance tips• Quotes• Quick facts• Value Statements


FAVORITE & RETWEET OTHER PEOPLE’S CONTENT• If there is a blog post or article by an influencer in your

space, show your appreciation by favoriting the post.

• Even better, retweet the post and include a short comment at the beginning to add to the conversation.

• Make sure any third-party links or retweets are subject to the same APPROVAL PROCESS as internal content.

SOLUTION: GREMLN account owners can organize departments and enable team access to social network accounts with ease. Assigning permissions to team member’s means you can approve post content before publication.


AUTOMATE POSTS, MONITOR & RESPOND IN REAL TIME• If you are posting once an hour, aroundthe

clock, it is advisable (and efficient!) to use a social media management tool to bulk upload and automate your posts.

• Closely monitor your dashboard for mentions, and be sure to respond in real time.

Tip: Do not even consider setting an automatic direct message, as it is now a frowned upon practice in the Twittersphere. DM’s should be reserved for targeted personal messages. Your goal is to engage and educate...not to spam.


JUDICIOUS USE OF HASHTAGS

Keep hashtags to 1 or 2 per tweet. #


A FEW FINAL THOUGHTS ON TWITTER ….

USE PHOTOS & VIDEO

Use photo sharing, photo tagging and Periscope – the new live streaming video app - to virtually include your audience in customer conferences and other bank events.

BE COURTEOUS

If someone favorites or retweets your content, give them a virtual fist bump and say thanks.

Social media engagement in the field

Banks winning on social while controlling risk

The Bank of Edwardsville began their social media strategy

in September of 2013 with a Facebook business page.

Before implementing social media, the bank relied on

traditional marketing methods like newspaper, billboard and

website ads.

Goals:

• Customer Engagement (ROE)

• Website Traffic

• Brand Awareness

• Customer Service

The Bank of Edwardsville began using Gremln in September 2013. Mike Cruz, Digital

Marketing Officer at the bank said they were considering another social media

management solution but chose Gremln.

“We felt that Gremln’s solution was superior, especially the interface. It was more user friendly, colorful, and easier to navigate.”

ResultsFrom September 2013 – September 2014, The Bank of Edwardsville achieved their

goal of Return on Engagment AND their ROI. Take a look:

INCREASEDFACEBOOK LIKES BY

32% ACQUIRED

3,800+NEW CUSTOMER

ACCOUNTS

Example: National Ice Cream Pie Day

• One day give away on Facebook

• Offered users a $50 gift card to Cold Stone

Creamery

• Users had to ‘Like’ or ‘Comment’ to the post to

be entered to win

• The post reached 1,729 people and received

over 190 Likes, Comments, and Shares


TOOLS TO KEEP YOU ENGAGED & COMPLIANT


THE GREMLN DASHBOARD


THE GREMLN CALENDAR


REPORTING WITH GREMLN


COMPLIANCE TOOLS


ARCHIVING WITH GREMLN


APPROVE POSTS


KEY TAKEAWAYS

• Banks can’t “just say no” FFIEC Risk Management Program - requires tools for monitoring, evaluating and responding to social media feedback

• Social media marketing doesn’t require BIG BUDGET

• All you need is good CONTENT, the right social media management SOLUTION, and TIPS for using each social network effectively.


FACEBOOKThe 800 pound gorilla in social media


A FEW FINAL THOUGHTS ON FACEBOOK ….

NO “LIKE-BAITING” NO SPAMMY LINKS KEEP CONTENT ORIGINAL


LINKEDINThe “professional” network


A FEW FINAL THOUGHTS ON LINKEDIN ….

SHOW YOUR PERSONALITY

keep it professional, but the occasional glimpse into your personal life shows your human side to potential clients.

ASK QUESTIONS

what are discussion groups for if not to start discussions? Gain new insights, spark new conversations.


TWITTERThere are 400 million tweet sent each day!


A FEW FINAL THOUGHTS ON TWITTER ….

USE PHOTOS & VIDEO

Use photo sharing, photo tagging and Periscope – the new live streaming video app - to virtually include your audience in customer conferences and other bank events.

BE COURTEOUS

If someone favorites or retweets your content, give them a virtual fist bump and say thanks.


Banks don’t have to be boring


POST OTHER PEOPLE’S ORIGINAL CONTENT

Stick to the 80/20 rule to be safe – 80 percent informational content (either original or from other sources), 20 percent promotional.

Tip: Be sure any content you link to does not contain false or misleading statements, in keeping with FINRA Regulatory Notice 11-39.

INFORMATIONAL

PROMOTIONAL


THANK YOU FOR ATTENDING!

To schedule a demo email [email protected]

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