Post on 22-May-2020
transcript
Advanced Social Media Strategies: Finding, Engaging, & Converting
Members with Social Media
Sundeep Kapur
#DigitalStrategies
@emailyogi
@emailyogi
Lessons from Birds…
Fundamentals of Social Media
1. Get more
2. Know more
3. Spread the word
4. ROI
5. Train employees
@emailyogi
I have three questions
1. What works better to get members:
– Intrigue or Incentive?
2. What gift should you give your members:
- Small (Pens, Cups, Calendars)
- Medium (Gift Cards $10 - $50, Meals)
- Large (Vacation, Cars)?
3. Who should you incent:
– Employees or Members?
What I am going to cover…
1. Preferences
2. Trust
3. Technology
@emailyogi
Impact of Social Media
Facebook: over 1.35 billion active users
Twitter: over 284 million active users (80% on Mobile)
YouTube: reaches more US adults ages 18-34 than any cable network
LinkedIn: 332 million active users
Pinterest: 70 million users (80% Women)
Instagram: more than 70 million users daily
Snapchat: 100 million monthly active users (Millennial?)
& then there is Google
@emailyogi
Discover Card (Bank)
@emailyogi
A banking tale: ICICI Bank
India’s largest private sector bank serving over 40 million customers. Over 15 million online.
@emailyogi
Driving Extreme Innovation
Contactless Payments – NFC & Wave
SMS Money
Twitter Money Transfer
Payment Pilots
Biometric Security
@emailyogi
Delivering Extreme Engagement
@emailyogi
Facebook: Front Facing Engagement
Announcements & Updates
Products & Services
Testimonials
Business Development
Games & Contests
Questions & Answers
Branding & Engagement
@emailyogi
Facebook: Back End Research
@emailyogi
Plus
Places
Reviews
Hangouts
Stuff
@emailyogi
A few good tweets…
Crisp, clean, concise
Grabbing attention
Indexing content & keywords
A/B Testing
Long tail marketing
Leveraging events
Follow strategically
@emailyogi
Top 10 financial tips for new grads
Trick yourself into serving
Avoid these five tax mistakes
Banking in your pocket
Our annual meeting… #ImportantStuff
@emailyogi
Telling a story, again & again…
@emailyogi
YouTube
Five Ways to Use YouTube Advertising, Messaging, Explanation, Branding, Content Library
Five Steps to a Winning Video Headline, Feature, Function, Benefit, CTA
Be Verbose in Tagging Immense SEM benefits
Drive Members to Landing Pages via YouTube Tell the rest of the story, Easy clicks
Leverage Content across Channels If a picture is worth a 1000 words, a good video is …
@emailyogi
Keep them engaged…
@emailyogi
Blog
Contextualized repository
Offer good search functionality
Leverage all “multi-media” content
Back link effectively
Connect to primary site for enhanced traffic
Keep updating, it is easy & helps
Encourage comments & interaction
@emailyogi
Pinterest/Pictures
Research
Pictures
Calendar
Pinning Advertising
Caption Contests
@emailyogi
Are you connected?
Brand page
Representative pages
Discussion groups
Research
Search
@emailyogi
(Should you be on) Yelp?
Connecting Social Media Channels
Making a Difference…
Auto
Home
Life
Business
Lifestyle
Because they need to
get around.
A good standard of
living.
Helping them grow.
A roof over their head.
A way to care for the
family. @emailyogi
Creating Consumer Journeys
@emailyogi
How a Consumer Buys a Car
Value of existing vehicle?
How much car can they afford?
Insurance needs?
Should I get pre-approved?
Now I can focus on the car!
@emailyogi
1. Kelley Blue Book: http://www.kbb.com/ NADA Black Book: http://www.nadaguides.com/ 2. CU look up calculators: http://www.culookup.com/calculators 3. Insurance Options Basic Insurance GAP Mechanical Breakdown Debt Cancelation AD&D 4. Pre-approval auto form: https://auto-loans.wellsfargo.com/online-car-loan.html 5. It’s just about the price of the car and not the price of the loan
@emailyogi
Search and Social Media
• Minimize your spend via social
• Keep a tab on your competition
• Choose & leverage your key words effectively
Connecting Social Media to Other Digital Channels
Online
Mobile Email Social
How much does a family of four…
“The rest of the story” is on social • How we get in touch with you • How can you contact us
• It is part of our brand
@emailyogi
Connecting Social Media to Traditional Channels
Easy access to information
Advertising & testimonials
Discussion groups, CEO chat, user generated content
Authentication & login (Pockets*)
Thank you & follow up
Webinars: upcoming & existing library
Big data journeys
Branch ATM Call Center Direct Mail Mobile Online
@emailyogi
Lessons from Champions
Self Service
3 Minute Transactions
Reading Minds
Mobile Rules
CRM & Big Data
Payments
Service Excellence
From Self Service to Service Excellence…
@emailyogi
Three Tips on Measuring ROI
Engagement
Followers, connections, likes shares, tags, comments
Reduced Cost
Webinar vs In House
FAQ’s – Direct Mail
Increased Revenue
From to Interest to Conversion
Social Media Smarts
@emailyogi
Practical Steps on Building Engagement
1. Your message
2. The value of your message
3. What do you want them to do?
Evoking a Response: From Click to Conversion…
@emailyogi
Key Components of a Message
Text Image Video
@emailyogi
Creating Powerful Messaging
Create a value table
Categories: Urgent, important, informational, useful, branding, marketing, sales
Two Perspectives: CU & Member
Choose the tone based on value table
Choose the right channel to deliver message
@emailyogi
What next?
What do you want them to do?
define a clear objective
measurable
Does the “landing area” look okay?
How are you going to fulfill?
How will you measure success?
What about retargeting?
@emailyogi
Five Types of Media
Owned
Earned
Paid
Shared
Integrated
Everything your business owns: your website, blog, and social
media pages
Any references by the media: press releases, articles and
social commentary
Media earned by your business through paid advertising
Member interaction and shares (likes, tweets, forwards) on
other media
Print, TV, or other forms of “traditional” media with references
to the digital media
Why do Cardinals Kiss?
@emailyogi
•How much does a family of four spend on drinks…
•How much home can you afford…
•How long before you become a millionaire..
•Intrigue Works!
Three Key Considerations
Segmentation:
Does age really matter?
Personalization:
How do you carry it across channels?
Branch Transformation:
Focus on people, not esthetics
@emailyogi
Key Takeaways
Where are your consumers?
How do you get your people to connect digitally?
Do you know what they want?
Can you build a consumer journey?
How do you staff for success?
user generated content
organizational structure
The Yogi Knows
@emailyogi
Sundeep Kapur
https://www.linkedin.com/in/sundeepkapur
@emailyogi
@emailyogi