Tag Archives: Media Logic
May 3, 2013
In March, The Financial Brand published “7 Ridiculously Simple Social Media Fixes for Financial Marketers,”which addressed oversights by financial institutions. We agree with the piece and its sentiment; you’d be surprised how often financial services companies (and all brands, really) overlook the fundamentals. In addition to what The Financial Brand outlined, Media Logic is often astonished when financial institutions and brands fail to provide two very basic – and extremely important – items: guidelines for their Facebook communities and protocols for customer service on social platforms.
Community guidelines for Facebook
Every Page on Facebook should publish community guidelines. These “rules of the road” put financial institutions and brands in charge of tone and content. Since an organization’s Timeline in its entirety (including comments and “posts by others”) affects both branding and the customer experience, this must be a priority.
Common elements of community guidelines include requirements about playing nice (and all its variations, such as restrictions on obscenities, fraud and disrespect), warnings about sharing personal/financial information (such as social security numbers, passwords and account details) and explanations of consequences for violating the guidelines (removal of comments, blocking/banning, etc.). For those without any posted guidelines and those in need of updating, here’s a sampling of how some banks and credit unions lay down the law.
April 30, 2013
Recently at the hair salon, I overheard someone say to her nail tech, “I’d offer to run your Facebook page and Twitter stream, you know, like be your social media manager, but I can’t manage my own social media accounts even though that’s probably what I’m going to end up doing with my life.” Sigh.
I really wanted to be that lady at the shop, the (slightly) older one who tries to set straight the dreamy ideas everyone else has about the way the world works, the one who instead comes across as crotchety and jaded. “You can’t just grow up to be ‘social media manager,’ dear,” I wanted to say. But I kept my mouth shut.
I held my tongue for a very good reason: I grew up to be a social media manager.
April 23, 2013
Umpqua Bank is running a new social promotion, and we think it’s a big improvement over the bank’s last effort.
In December 2012, we wrote about Umpqua’s Joy of Giving Facebook promotion. For that effort, Umpqua asked Likers to nominate non-profits on its Facebook page, and the bank selected winners randomly for grant awards between $1,000 and $5,000. It was a great feel-good promotion that supported the Umpqua brand and was especially relevant around the holidays. However, it lacked a viral element… and was in violation of Facebook’s promotion guidelines.
We’re happy to see that Umpqua is back, and this time its social promotion is both feel-good and in line with “the rules.”
April 18, 2013
Through work in the financial services and retail sectors, Media Logic has developed a defined and meaningful subset of expertise: marketing to affluent and high net worth consumers. Due to their high discretionary spending power and lifetime value as customers, these audiences have become a highly sought-after target market, and communicating effectively requires care, research and strategy.
While we can’t divulge everything from our vault, we can share several insights about affluent and high net worth consumers to guide you when developing programs to reach this audience.
April 8, 2013
Marketing premium products to the highly desirable, affluent audience? As you promote and sell checking accounts, savings accounts, investments, home equity loans and credit cards, you can take some lessons from trending strategies and tactics from others in the industry. Based on observations of marketing communications over a recent 3-month period, here’s what experienced financial institutions are doing to target mass affluent and private bank prospects and customers…
April 5, 2013
In an article for AdWeek, journalist Christopher Heine referred to the digital landscape as a “harshly competitive climate,” noting that “hundreds of daily deals upstarts have fallen by the wayside.” He attributes the difficulty not only to the sheer quantity of players attempting to get a piece of deals but also to the nature of who’s getting involved.
April 1, 2013
In early November, the Sporting News named Oakland Athletics VP and General Manager Billy Beane the 2012 Major League Baseball Executive of the Year. Six other executives received votes. Dan, unfortunately, didn’t earn a single one. I thought to myself, “Are you KIDDING me?!” But I saw hope on the horizon, a chance for redemption for my deserving friend.
Later that month, voting would begin for the 2012 GIBBY – a nickname for the “Greatness In Baseball Yearly” Awards presented annually by Major League Baseball. And unlike the Sporting News award, which was voted on by a small number of baseball execs, the GIBBY award for Executive of the Year would be decided by a broader group, including media and fans.
That’s where I came in. I suggested to Dan that he let me try to tackle this thing head-on with a strong, direct and highly targeted social media campaign. He loved it, and I put the wheels in motion.
March 28, 2013
If you’re being creative with your social marketing and taking the initiative to experiment, you’re going to find content that really excites your Facebook fans. You’re also, inevitably, going to lose their interest. At some point, you may even launch some real stink bombs into their newsfeeds. Here are some suggestions for how to fine-tune your strategy as you go along…
March 22, 2013
Long before you decide on the logistics of your retail promotion on Facebook (prizes, duration, how to handle technical issues, who’s responsible for monitoring, etc.), there are some fundamentals you cannot overlook…
March 14, 2013
Opportunities That Matter on Social Media: Tips from Media Logic’s Retail Social Juice Index Spotlight
You have content ready to go. You’ll publish text, images and videos that show off your brand’s personality via its Facebook Timeline. You’ll engage fans with friendly banter, and you’ll address customer service issues as they arise. Seems like you’ve got social marketing under control, right? Consider these additional opportunities to create the best brand experience…