If you wonder how to effectively combine your current marketing with social media — or if that’s even possible — view our "Merging Traditional Marketing with Social Media for 2013" SlideShare. Presented by ACTON Marketing and Social Assurance.

1. Traditional Marketing
with
Social Media for 2013
Social Assurance

2. Presenters
Mark Zmarzly Ben Pankonin
 SVP at ACTON  Founder, Social
Marketing Assurance
 Specializes in  Social Media
Customer Software for
Acquisition Finance
Strategies  Represents over
 @BankMarketing 1,000 social
 A Gemini finance accounts
 Dodgeball Champ 2

3. What our clients
are telling us
2013 Priorities
 Loan Growth
 Customer (but maybe not
deposit) Growth
 Small Business segment
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4. Today’s Agenda
 Social Media Best Practices
 Facebook’s EdgeRank
 How DM and SM can coexist
 Sample integrated campaigns
 A look at some pilot campaigns
 Time for Q & A
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5. Today’s Attendees
AVERAGES
 1,132 Likes on 3 Segments
Facebook  Had FB profile for over 12
 $632M + in months and few followers
Assets  No Page
 Over 3,000 Likes and
 Average of all committed.
banks =
800+ Likes
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6. Starting Up Your Social Presence
 Employees
 Customers
 Campaigns
 Events
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7. Finding Your Social Voice
 Must be personal
 Include varied marketing
 Rules for Negative Posts:
 Not include financial data
 Must relate to the topic
 Not addressing individuals
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8. Edge Rank
WHAT IS FACEBOOK DOING WITH MY POST?
1. Frequency
2. Types of Posts
3. Engagement
4. Variety
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9. Edge Rank
BEST Types of Posts WORST Types of Posts
1. Photo with complementary 1. Photo with an excessively
text lengthy description
2. Link with a description to 2. Link with a short
introduce it description (not enough
3. Status with a long (280+) context)
character body 3. “Click on This” or “Share
4. Video with a long (280+) This”
character introduction 4. Video with a very
short description or
introduction
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10. Working Together
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11. Path to Purchase
 Awareness (to be found)
 Advertising, Branches, Recos
 Consideration (to be 1 of 3)
 Convenience, Products, Recos
 Selection (to be chosen)
 Image, Conv, Prod, Low Fees
How do we move them
down this path?
J.D. Power & Associates 2011 US Retail Bank New Account Study
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12. Calendar Integration
Traditional Mailing Calendar for 2013
 Integration only
happens with
planning.
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13. Content Categories
Personal Small Business Customer Events Banking
Service
Relate to 53% of small Promoting Drive in- Connecting to
the brand businesses are customer branch and products,
home-businesses service local events services and
allows and news. offerings.
promotion
through
association
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14. Community Event
PET PHOTO CONTEST
 Promoted in mailers
to prospects
 Promoted in-branch
to customers
 Enter through a
Facebook app
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15. PET PHOTO CONTEST
 In-branch
table tents,
window
 Mailer clings
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16. Calendar
 Your posts should
reflect your mailing
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17. Auto Loan promotion
 A postcard with a
rate offer
 Facebook Ad
 Facebook App
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18. Facebook Advertising
 Like-based Ads
 Post-based Ads
 Targeted by demographics
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19. Facebook demographics
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20. Small Business
 Reach them through mail
 LinkedIn
 Promote events
 Host seminars
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21. Takeaways
1. Create a long-term vision
2. Implement in weekly and monthly
goals
3. Partner for success
4. Remember that Social Media
should complement existing
marketing
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22. Thank You + Let’s Connect!
Mark Zmarzly Ben Pankonin
markz@actonfs.com ben@socialassurance.com
@BankMarketing @benpankonin
actonfs.com socialassurance.com
Social Assurance
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