social media & financial services in 2012: content, audience and engagement
DESCRIPTION
This presentation from Alan Maginn, head of social media research at Corporate Insight, offers a look at the current state of social media across financial services and highlights industry best practices.TRANSCRIPT
SocialMedia&FinancialServices:Content,AudienceandEngagement
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AudienceContent
Engagement
• Compe==veintelligenceanduserexperienceresearchfirmservingthefinancialservicesindustry
• TrackingsocialmediasinceSpring2008
– Publishedindustry‐widereportsin’08,’10&’12
• TrackingmobilesinceSpring2011
– Publishedindustry‐widereportinJune2011– OngoingcoveragethroughMobileMonitor
• StayConnectedwithCorporateInsight• CorporateInsightBlog• Twi;er@Cinsight
• LinkedIn3
Ofthefirmswetrackedin2008…
• 32%hadFacebookpages• 15%hadTwiSerprofiles• 15%hadproprietaryofferings
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Firmsbegantoclaimtheirnamesbutmostfirms’
SOCIALSTRATEGIESwerenotclearlydefined.
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AsofAugust1,2012…
• 85%haveFacebookpages• 90%haveTwiSerprofiles• 54%haveblogs• 10%haveproprietarycommuni=es
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Firmshaveestablished
GAMEPLANSforusingsocialmedia.
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Content
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DirectTraffictoWebsite
• Productsandservices• Marketandeconomiccommentary
• Educa=onandtools
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CustomerService
• Firstadoptedbybanks• TwiSeristhechannelofchoice
• Dedicatedcustomerserviceaccountsarecommon
SocialCharity&CommunityServiceCampaigns
• Associatesbrandwithgoodwillventures
• Crowdsourcedphilanthropy• ChaseCommunityGiving
• MembersProjectbyAMEX
• StateFarm’sCauseAnEffect
• Ocenboastlargeraudiencethanmainpages
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Recruitment• Corporateopportuni=es,advisorsandinternshipprograms
• FirmsusingFacebook&TwiSer
• Varia=onsonthesametheme– Describecorporateculture
– Listofavailableopportuni=es
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Mascots&CompanyPersonas
• Increasebrandrecogni=on• Extensionsoftradi=onaladver=singcampaigns
• Entertainmentfirst,productsandservicessecond
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OnlineCommuni=es
• Companyprovidesanenvironmentforsharinginforma=on
• Membersbenefitfromsharedexperiences
• Ocentargetsclientsub‐sets– Ac=vetraders
– Smallbusinessowners
– Re=rees
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AdvisorFocusedEfforts
• WealthmanagementandinsurancefirmsallowFAstouseLinkedIn,Facebook&TwiSer
– MorganStanley
– RaymondJames
• Ameriprise’sLinkedInpoweredadvisorsearch
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Audience
‐ 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000
MutualFundFirms
InsuranceProviders
Brokerages
Banks&CardIssuers
AnnuityFirms
IndustryAverage(w/outtop10)
IndustryAverage
AverageFacebookFansPerIndustry
17AsofJanuary2012
‐ 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000
AnnuityFirms
LifeInsuranceFirms
AllInsuranceProviders
IndustryAverage(w/outtop10)
IndustryAverage
FacebookFans(withoutBanks&Cards)
18AsofJanuary2012
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• Over485,000fans– 240%increasesinceJanuary
• “ICanDoThis”campaign
– MeettheCast
– Schroeder’sPianogame
• Instantquotetool20
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AccordingtoaCorporateInsightconsumersurveyconductedinNovember2011,only2.9%ofbankingcustomersinteractwiththeirfirmviasocialmedia.
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Engagement
MeasuringEngagementonFacebook
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5
10
15
20
25
30
35
40
45
IndustryAverage
AllInsuranceProviders
LifeInsuranceCompanies
Shares/Post
Comments/Post
Likes/Post
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Howdoyouengageyouraudience?
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Make‘emlaugh!
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Mobile
• Lifeinsurancecompaniestrailtherestofthefinancialservicesindustry– Mobileop=miza=oniss=llthe
excep=on,nottherule
– Lifeinsuranceappsarerare
