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Using Social Media for Financial Education

Storming the Marketing Establishment…Through Smart Social Media. Using Social Media for Financial Education. Who is Jenni Brand?. CEO of Bastille Marketing A Social Media Firm www.bastillemarketing.com Social Media Consultant with New Media Strategies (2005-2009)

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Using Social Media for Financial Education

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  1. Storming the Marketing Establishment…Through Smart Social Media Using Social Media for Financial Education

  2. Who is Jenni Brand? • CEO of Bastille Marketing • A Social Media Firm www.bastillemarketing.com • Social Media Consultant with New Media Strategies (2005-2009) • Helped brands establish, manage and maintain a positive presence within the online landscape • Worked with numerous Fortune 10, 50, 100, 500 companies • Non-profit/Gov’t, CPG, Fashion/Retail, Travel/Tourism, Financial, etc • 10+ years in traditional marketing & sales • Fields of grocery retail marketing, radio sales, non-profits, energy • Extra-curricular activities include: • Speaking/Training: Social Media • Two blogs; contributor to others (Blondes I-View, Bastille Marketing) • Event planner (DC’s 1st Annual Cupcake Contest, Wedding, Charity Events)

  3. What We’ll Cover Today • Social Media - What’s In It For Me? • Making an Educated Decision About Social Media • The Social Media Toolbox • How Do You Know It’s Working? • Financial Literacy Social Media Campaigns - Who Is Doing It?

  4. Social Media: What’s In It For Me? • New Clients • Your potential customer base is using social media - why not meet them there? • Easy Referrals • Make it easy for your current clients to send you business • Continued Engagement with Current Clients • A way to be in contact with them daily/weekly - stay top of mind • New Revenue Opportunities • Current/new clients can learn about what else you offer - you don’t have to “sell” them or “create” a need • Customer Service • Find out about/quickly resolve issues • Name Recognition/Credibility as an Expert • Let everyone see that you know what you’re talking about! • Creation/Expansion of a Digital Footprint • An online archive of your organization’s work/contributions • SEO (Search Engine Optimization) • Help new clients find you through Google - not your competitor

  5. Making an Educated Decision About Social Media • Social Media Requires a Strategy - BEFORE you start • What content/areas of specialty? • Who will manage? • What is the tone of the dialogue with consumers • How to promote your social media presence? • Are you going to encourage consumers to engage w/ your profiles? • What is your digital footprint going to look like? • Which social media sites make the most sense? • When will you launch them? • How often will you update? • Are you aware of the challenges? • Give up some control - allow consumers to say what they want on your page? • Mistakes made can be bad - there are no do-overs • Do you have the time to invest in maintaining healthy profiles for the long-term • Are you okay with the challenge of proving ROI?

  6. The Social Media Toolbox Tools for a Comprehensive Social Media Strategy • Blogs • Social Networks: Facebook • MicroBlogs: Twitter • Wikipedia • Video-Sharing: YouTube • Your Own Website

  7. The Social Media Toolbox: Blogs • Content Updates • Frequent updates needed • Can offer more info about products & services than a static website • Build a loyal readership • Become a trusted voice • Two-Way Interaction • Reader comments create a conversation • Comments can be moderated • Conversational Tone • The ‘voice’ of the company • Syndication Technology • RSS allows information to move quickly across blogs, like a a wire service • Readers can subscribe to the “feed” to get real-time updates delivered to their desktop

  8. The Social Media Toolbox: Social Networks • Facebook - a peer-to-peer social network • Allows customers to engage with your organization on a “personal” level • Gives your company a ‘human’ voice • Allows ‘fans’ to easily share your information with others • Allows you to educate your consumers where they spend time online • LinkedIn - A business social network • Serves as your online resume; demonstrates your company’s expertise and body of work • Allows contacts to ‘recommend’ you • Offers Q&A area for you to demonstrate your knowledge & expertise

  9. The Social Media Toolbox: MicroBlogs • Twitter - a ‘microblog’ limited to 140 characters per post • Allows for two-way; real-time conversation; the exchange of news & information (URLs); Q&As; updates of content on other social media profiles

  10. The Social Media Toolbox: Wikipedia • A free online collaborative encyclopedia • One of top 10 sites on Internet; often returns in top three Google results • Frequently the next place consumers look for information after a Google search and visiting the company website

  11. The Social Media Toolbox: Video-Sharing • YouTube is the #1 online video site • Allows you to broadcast relevant, useful information to those who learn best visually • How-tos; Workshops; Presentations; Speaking Engagements • Makes your other profiles more interactive and entertaining

  12. The Social Media Toolbox: Your Website Your website is a crucial element of a social media strategy • Offer links from your website to your social media pages • Connect your blog, YouTube page, Twitterstream or Facebook Fan page to your website • Your website should promote your social media profiles - announcing new blog posts, asking for visitors to follow you on Twitter, marking milestones • “We’ve reached our 1,000 fan on Facebook - Are you a Fan Yet?” • “Did you miss our Webcast today? You can watch it here:” • “Follow our tweetchat today at 7pm on Tax Benefits for First-time Homebuyers” • “Did you see our blog interview with Mr. So-So From the IRS?”

  13. Your Strategy: Is It Working? Blog • Blog traffic - Google Analytics • Blog Comments • Subscribers Facebook • Number of Fans • Numbers of Interactions • Comments, Likes, Shares • Use Facebook Insights Twitter • Number of Followers (Twitterless - @tless) • Number of Retweets of your info • Use bit.ly to track all of your URLs YouTube • Number of views, comments

  14. Financial Literacy Social Media - Who Is Doing It?

  15. Financial Literacy Social Media Campaigns - Who Is Doing It? Vanguard has a strategic social media campaign

  16. Financial Literacy Social Media Campaigns - Who Is Doing It? AICPA has a well-planned social media strategy for Financial Education

  17. Questions? Thank you. Jenni Brand www.bastillemarketing.com @BastilleMktg

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