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