Transcript Document
Storming the Marketing Establishment…Through Smart Social Media Using Social Media for Financial Education Who is Jenni Brand? CEO of Bastille Marketing – A Social Media Firm www.bastillemarketing.com Social Media Consultant with New Media Strategies (20052009) – Helped brands establish, manage and maintain a positive presence within the online landscape – Worked with numerous Fortune 10, 50, 100, 500 companies • Non-profit/Gov’t, CPG, Fashion/Retail, Travel/Tourism, Financial, etc 10+ years in traditional marketing & sales – Fields of grocery retail marketing, radio sales, non-profits, energy Extra-curricular activities include: – Speaking/Training: Social Media – Two blogs; contributor to others (Blondes I-View, Bastille Marketing) – Event planner (DC’s 1st Annual Cupcake Contest, Wedding, What We’ll Cover Today Social Media - What’s In It For Me? Making an Educated Decision About Social Media The Social Media Toolbox How Do You Know It’s Working? Financial Literacy Social Media Campaigns - Who Is Doing It? Social Media: What’s In It For Me? New Clients – Your potential customer base is using social media - why not meet them there? Easy Referrals – Make it easy for your current clients to send you business Continued Engagement with Current Clients – A way to be in contact with them daily/weekly - stay top of mind New Revenue Opportunities – Current/new clients can learn about what else you offer - you don’t have to “sell” them or “create” a need Customer Service – Find out about/quickly resolve issues Name Recognition/Credibility as an Expert – Let everyone see that you know what you’re talking about! Creation/Expansion of a Digital Footprint – An online archive of your organization’s work/contributions SEO (Search Engine Optimization) – Help new clients find you through Google - not your competitor Making an Educated Decision About Social Media Social Media Requires a Strategy - BEFORE you start – – – – – What content/areas of specialty? Who will manage? What is the tone of the dialogue with consumers How to promote your social media presence? Are you going to encourage consumers to engage w/ your profiles? What is your digital footprint going to look like? – Which social media sites make the most sense? – When will you launch them? – How often will you update? Are you aware of the challenges? – Give up some control - allow consumers to say what they want on your page? – Mistakes made can be bad - there are no do-overs – Do you have the time to invest in maintaining healthy profiles for the long-term – Are you okay with the challenge of proving ROI? The Social Media Toolbox Tools for a Comprehensive Social Media Strategy Blogs Social Networks: Facebook MicroBlogs: Twitter Wikipedia Video-Sharing: YouTube Your Own Website The Social Media Toolbox: Blogs Content Updates – – – – Two-Way Interaction – – Reader comments create a conversation Comments can be moderated Conversational Tone – Frequent updates needed Can offer more info about products & services than a static website Build a loyal readership Become a trusted voice The ‘voice’ of the company Syndication Technology – – RSS allows information to move quickly across blogs, like a a wire service Readers can subscribe to the “feed” to get real-time updates delivered to their desktop The Social Media Toolbox: Social Networks Facebook - a peer-topeer social network – Allows customers to engage with your organization on a “personal” level Gives your company a ‘human’ voice Allows ‘fans’ to easily share your information with others Allows you to educate your consumers where they spend time online LinkedIn - A business social network – Serves as your online resume; demonstrates your company’s expertise and body of work – Allows contacts to ‘recommend’ you – Offers Q&A area for you to demonstrate your knowledge & expertise The Social Media Toolbox: MicroBlogs Twitter - a ‘microblog’ limited to 140 characters per post Allows for two-way; real-time conversation; the exchange of news & information (URLs); Q&As; updates of content on other social The Social Media Toolbox: Wikipedia A free online collaborative encyclopedia One of top 10 sites on Internet; often returns in top three Google results Frequently the next place consumers look for information after a Google search and visiting the company website The Social Media Toolbox: Video-Sharing YouTube is the #1 online video site – Allows you to broadcast relevant, useful information to those who learn best visually – How-tos; Workshops; Presentations; Speaking Engagements – Makes your other profiles more interactive and entertaining The Social Media Toolbox: Your Website Your website is a crucial element of a social media strategy Offer links from your website to your social media pages Connect your blog, YouTube page, Twitterstream or Facebook Fan page to your website Your website should promote your social media profiles announcing new blog posts, asking for visitors to follow you on Twitter, marking milestones – “We’ve reached our 1,000 fan on Facebook - Are you a Fan Yet?” – “Did you miss our Webcast today? You can watch it here:” – “Follow our tweetchat today at 7pm on Tax Benefits for Firsttime Homebuyers” – “Did you see our blog interview with Mr. So-So From the IRS?” Your Strategy: Is It Working? Blog Blog traffic - Google Analytics Blog Comments Subscribers Facebook Number of Fans Numbers of Interactions – Comments, Likes, Shares Use Facebook Insights Twitter Number of Followers (Twitterless - @tless) Number of Retweets of your info Use bit.ly to track all of your URLs YouTube Number of views, comments Financial Literacy Social Media - Who Is Doing It? Financial Literacy Social Media Campaigns - Who Is Doing It? Vanguard has a strategic social media campaign Financial Literacy Social Media Campaigns - Who Is Doing It? AICPA has a well-planned social media strategy for Financial Education Questions? Thank you. Jenni Brand www.bastillemarketing.com @BastilleMktg