Future Implications

The only constant is change, but I guess we have always known that.

As we have grown to learn more about Social Media and what is has to offer we have also seen some social media sites come and go… Facebook, Twitter, LinkedIn, Pinterest, Instagram are some of the more popular sites at the moment… but who is to say where we will be in five years.

Do you Remember:

 

  • Friends Reunited -1990
  • Friendster-2002 with 3 million users in three months!
  • MySpace -2003

 

The full list can be found here: http://www2.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html

Not only is the landscape of social media changing, it is changing faster than ever before.  The existing social media strategy of any company will have to keep up with the existing social media sites. 

As social media sites become more for the individual users businesses will have to learn how to take a back seat or pay for their VIP spot.  Businesses that were once in social media for the ROI are learning quickly that it needs to be for the ROR (Return on relationship).  Businesses have to show they are humans! – what a thought I know.

Not only will business pages what interaction with the facebook fans, they will NEED it in order to be seen.  Facebook has changed their News feed Algorithm! The number of people who see your business page posts is now based on more than just Liking the business page. It is also based on who comments on your posts, who likes your individual posts, who shares your content, and how often they are interacting with your business page.    

Personally I see these types of changes to be based first on human behavior, and then on technology. 

For example- let’s look at Facebook

The human behavior of people on Facebook made it that people did not want to see businesses they wanted to see other people. 

Facebook took that information (Technology) and made it so the only businesses that people were able to see where the businesses that people were already interacting with (human behavior).  It’s actually a great way of using technology to give the people what they want. 

This goes back to my original point that business need to be more human.. if they interact with their fans their fans will interact with them (Human behavior) in return the technology set up by Facebook will allow for the business page posts to be seen by more fans and potential fans (Technology).

Viral Marketing Initiatives

Let’s go viral. I have to be honest with you, I think the best viral marketing is done by mistake. 

It is the only way to make it seem catchy and in the moment.  An amazing example of this was Oreo during the super bowl.  They owned that! And let’s be real there was not planning for the blackout.   

oreotweet2

The other major component to going viral is being short and sweet.  We all know people won’t watch a video that is too long, and to be honest it shouldn’t take two minutes to make yourself look funny.

NYT: broadcast tv

 

 Don’t offend people- yes it might go viral but it wont be for the right reasons.  And that saying about ‘no such thing as bad PR’ is a joke.  If you want to go viral and really have it be a historical moment it has to be for the right stuff.  The last thing you need is a call from your lawyers.

Cadbury Should Know Better Than To Mess With Naomi Campbell

Make your message user friendly.  The larger majority of people need to be able to watch or see your marketing in order for them to spread the word.  The message also needs to be user friendly in the way that the wider majority of people understand your message- or at least are willing to pretend they do.  You never see a vial video that no one can understand. You cant make people have to wonder what you are selling or what you were trying to say.  Don’t forget to tag! Hash tags are a great way of doing this.  Hash tags are now using on a number of different social media platforms and that is very helpful. 

Last but NEVER least: Make it real, it has to be something people want to share with others and are able to find with ease. It should be something people are able to relate to or could imagine happening.   

So let’s recap:

  1. just go for it don’t plan
  2. keep it short, sweet, and to the point
  3. do not offend people
  4. be user friendly
  5. it has to be real, and relatable.

 

photo one: https://www.digiday.com/?attachment_id=31171

photo two:http://mashable.com/2013/10/11/millennials-online-videos/

photo three:http://www.businessinsider.com/most-deserved-apologies-of-2011-for-offensive-ads-2011-12?op=1

 

 

Differentiation

The two companies I looked at were Dunkin Donuts and Starbucks Both are well known coffee companies with numerous locations.  Both have a number of social media sites but I focused on their facebook pages and instagram pages.  Due to the number of pages on both social media platforms I used the first one that pops up when searching the company.

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Dunkin Donuts:

They are definitely looking focused engagement aspect of social media.  They promote use of the #mydunkin hashtag by using it on all platforms, including their tv commercials.

They do not seem to interact with the fans as much as one would expect.  They do post questions and have people vote or give their opinion but they do not then follow up with their fans if the fan posts a question or comment that would typically need to be addressed.

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They do have a fan of the week and encourage their fans to post their Dunkin photos.  That seems to be working well for them.  Definitely helps promote brand awareness.

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Dunkin Donuts is using the same photos and captions for both their Instagram and Facebook, making is a little less interesting.  They do however post to both social media platforms separately.  This is interesting because you can link Facebook and Instagram together and post on both at the same time, but Facebook shows that the post came from Instagram.

Starbucks:

The social posts from Starbucks are mostly focused on coffee.  I found this interesting as they just paid huge money to have a full page ad on the back cover of Sports Illustrated promoting their breakfast options.

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Starbucks is posting to comments and feedback from their fans almost every time on Facebook.  They are definitely are having more of a conversation with their fans, making them very engaging but in a different way when compared to Dunkin Donuts.

Similar to Dunkin Donuts Starbucks uses the same photos on both Facebook and Instagram.  They also post to both platforms secretly.  Starbucks uses all kinds of hashtags where Dunkin uses hostages rarely if ever.

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Starbucks seems to use Instagram a bit better than Dunkin (in my opinion).  They like to use #regram when you use a post posted by someone else. This is interesting and I think really gets fans to from loyalty.  Much like how Dunkin uses fan of the day.

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Starbucks has substation more fans than Dunkin on Instagram.  Both companies have about the same number of posted photos.

dunk fb fan count starbucks fan count fb

Personally I think Starbucks could focus a little action on their other beverages and food options. Dunkin is already doing this.

Mobile Friendly

The banking industry is going mobile, and it is going mobile quickly! Flash Bang Pop… Mobile banking is here, its been here for years! Where have you been? Yes social media had been mobile for years too.. right. So one would want to wonder.. why wouldn’t mobile banking be social?  While banks have shown they are social with facebook, twitter, linked in and other social media sites along with showing they can go mobile with mobile banking, check deposit and so on.  Yet banks are not mobile! Interesting thought…. But have you ever looked at your banks site on your phone I mean www.bankXYZ.com!? Until recently banks websites were not mobile friendly.  How strange!!! Clearly we can see banks sites on our smart phones, that is why they are smart phones.  What was the hold up?

It truly depends on who you are asking.  Most people would say they only go to the banks website to get onto mobile banking, so if they have the mobile banking app why would they ever need to go to the banking website?! – ok that works.  But what about when you are doing research.. do you wait till you get home before you go Google the company? If you are like me you whip out your smart phone and do a quick Google search… if you need more you can wait till you get to a computer.  This my friends is what banks were not banking on (hehe play on works)

I do not want to scare you though! Banks have come back from this small set back and they are not creating great mobile banking apps and mobile banking friendly sites! They are even doing mobile advertising.  Pandora just the other day was playing an ad for Rockland Trust! What a great place for a mobile banking ad.  When you know I am holding my phone using it.  And Pandora knows exactly where I am so you know that the people who are hearing your ad are in your market area! One of the best marketing campaigns I have seen!

Cheers to you Rockland Trust! And Cheers to you all banks that have taken the time and already stretched thin resources to make your sites mobile friendly, and to make mobile banking apps that were easy to use and user friendly.  Cheers to you banks and credit unions for going mobile.

Tweet Tweet… my bank is tweeting at me.

What is interesting about blogs when it comes to the banking industry is that some banks have chosen to utilize them while others have not.  From what I can understand there is no size or location difference, it is just a marketing department preference.  The smaller banks tend to be using facebook and other social media sites such as twitter to publish their content.  But at the same time smaller banks are also using blogs,  what would be interesting is to understand better who is coming up with the content on the blog and truly how many people look and really read the blog.  It would be even more interesting to see if people become customers after reading such a thing, but much like social media that is a nearly impossible number to come up with. Traditional ROI when it comes to social media is a wash when looking at the banking industry at this point in time.

Webster Bank has come up with a very creative way to have a blog and to use it for meaningful content.  They have even made the blog icon look like the other social media platforms that they are also using. 

 

Do not get me wrong there are blogs about banks and credit unions that people who work at banks and credit unions post to and are interviewed for.  Where blogs are limited is from the bank or credit union themselves.   This link will bring you to the best banks and credit union blogs (but these again are blogs about banks and credit unions or focused on banks/ credit unions.. these are not blogs directly from the bank or credit union.  https://thefinancialbrand.com/26152/best-banking-blogs-readers-choice-2012/

Twitter is another story though!

TWITTER is a different kind of animal, and that is kind of interesting because twitter seems to be a site that depends much more content (as you have to post a number of times a day).  What is interesting about twitter and why twitter works so well for banks is that the content is so limited due to space requirements.  The banks that are utilizing twitter is countless… where they could improve their twitting is to stop connecting it back to their facebook pages.  This seems to be a twitter no no… because there are people who tweet and there are people who facebook… when you are on a smart phone and you look at a tweet that is directing you back to a photo posted on facebook the smart phone will actually open a new internet window in order for you to view the photo.. that can take time, and most people who do indeed have a facebook page use the app so connecting through the internet is not something that interests them. 

To go social or not to go social… that is the question.

In the industry of banking—I know I know.. we talk a lot about banking–…. Anyways… In the industry of banking, they as we know have been a bit behind the times when it comes to being social.  Do not get me wrong they are a bit behind the times in other things.. but we are here to talk social media.

Banks and credit unions were behind on joining the social media world because it is scary and at first (and even now) it is an unknown world.  With every item and word that is published by a bank in ads or press releases being checking and re-checked by compliance the idea of posting daily to blogs, twitter, and Facebook was not something people were going to get excited about- so they didn’t go social.  The problem was that their customer, vendors, and neighbors were all going social without them.  So if nothing else get onto facebook to see what others are saying! because you cannot control what you do not know.

Every good Bank of America Facebook?

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Weird huh?!

You can also find countless blogs and posts about their twitter accounts, and how they are handling their brand. 

When it comes to banks, and credit unions.. not all social media sites are going to really work out the way that they do for say.. a restaurant or pub…

Facebook- Works great! Banks are able to post things going on in their local community, show limited ads (compliance), promote a new service (Mobile Banking), and host contests that people can vote or share.

 This is when Citizens Bank joined FacebookImage

This is when TD Bank joined Facebook.. Image

Yes Facebook Launched in 2004

Twitter- Ok but not as good as Facebook! Twitter is hard because banks really don’t have that much going on every day, so they cannot use twitter the way it was intended.. they can post maybe 3-5 times a week… but let’s be real, how quickly would that get lost on your twitter feed?  

Pinterest- umm NO… Pinterest was made for people to be creative, and dream about things they do not have, and may never be able to afford… Banks have no place telling me how to save while I am pinning photos of my dream home, on an island, in Fiji ((PERSONAL THOUGHT))… but when you search Pinterest for banks… good luck finding more than a handful of active accounts

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Intagram- I won’t even comment on this- what are they going to post? They aren’t getting the likes or comments on Facebook, why would Instagram be any different? Really. – the only ‘banks on Instagram is Tyra!

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Four square- Do you want everyone to know when you want to the bank. Are you really willing to admit you are the mayor of a bank?! When was the last time you really walked into a bank?! Really?! 

http://thefinancialbrand.com/27303/pinterest-fails-banks-and-credit-unions/

My Bank wants to be my friend.. on facebook?

When looking at the banking industry I think they are one of the last industries to utilize social media.  With being the last ones to start using social media they are still catching up on trends and best practices.  Do not get me wrong there have been some great, I mean TRULY amazing success stories with banks or credit unions using social media… but most of us would not be able to name a single one of them.

I wont name names because it just isn’t right to bash like that.  but when it comes to your bank or credit union… do you really want to be their friend on facebook? Do you really want to follow them on twitter? Do you even remember the last time you walked into a branch? I hear you.. why would you.. with things like direct deposit, mobile banking, and ATMs what reason could you possibly have to walk into a branch? With online banking being your connection to your bank why would you need to follow them on social media…. What are they going to tell you that you don’t already know? What are they going to tell you that is BORING!

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Now I know what you are thinking.. what about the big banks… yes they have a twitter account… and they are trying to keep up with it.. but it is proving to be a challenge.. to say the least.  The most memorable challenge for big banks with twitter was during the Occupy Wall Street Movement. – Needless to say I can only assume banks were a bit scared off of actively using social media after that little ordeal.

 

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But What about Facebook?

 

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As you can see here… credit unions are able to pull in their members when banks are struggling to get customers to ‘Like’ them.

LinkedIn (?)

Now seriously… who is connecting to their bank on linked in… not their personal banking.. but their bank?

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Don’t get me wrong your bank is on facebook, twitter, and linked in… but are you watching what they do? It might actually surprise you as banks look to boost their visibility online..

 

 

 

Now I work in marketing.. so my lively hood is on social media… and banks will get serious about social media marketing.. they have no choice as that is where their customers are (much like every other company or industry out there) customers are on facebook talking to each other.. but when is it o-k to talk about your finances? Social media? Has it become that friendly? I personally say no.. but I like the idea of knowing what my bank is doing outside of building branches.. I want to see them out in the community.. Seeing as it’s the community I live in..

Can banks improve their social media?

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I think banks need to start posting what people want to see… i also think banks need to understand how serious social media is.  Some of the mid to large size banks are starting to bring social media in house.  I am not sure how i feel about that, but it does show that they are looking to take a serious look at social media while keeping it in a very controlled environment.  — This is a huge step.. in the right direction?

So blogging world… what would your bank need to share to get you to like, follow, share, comment?

I like community involvement… because when my bank posts photos I can usually tell you where they are…. But what about larger banks?  Are you following your bank? If not, Why not? If so, why?

 

 

https://thefinancialbrand.com/19914/400-retail-banks-on-twitter/

http://bucks.blogs.nytimes.com/2012/01/11/big-banks-struggle-to-help-customers-on-twitter/?_r=0

http://thefinancialbrand.com/28987/facebook-assets-per-like-banks-credit-unions/