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Banksocial - Keynote 2017
The document discusses insights from over 7,000 businesses highlighting the disconnect between traditional banking services and millennial preferences, with many preferring tech companies for financial needs. It emphasizes the importance of executive buy-in and the adoption of modern marketing methods such as agile processes and action branding to drive high performance. Additionally, effective engagement strategies through social media and personalized content are essential for success in today's competitive market.
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Similar to Banksocial - Keynote 2017
Banksocial - Keynote 2017
- 1. The data fromlooking at over 7,000 businesses Makings of a HIGH PERFORMER
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- 3. “ “ 51% of Millenialssaid their bank had nothing to offer them over a competing bank. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
- 4. “ “71% of Millenialswould rather visit the Dentist than listen to what a bank had to say. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
- 5. “ “ 73% of Millenialswould rather hand their financial services needs with Google, Apple, Amazon, PayPal, or Square than with their own nationwide bank. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
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- 7. WHAT TO CHANGEINTO?
- 8. “ “ High performers outperformer their directcompetition by a factor of 96x Salesforce Sate of Marketing 2016 @msweezey
- 9. Executive Buy InThenumber one key to being a high performer
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- 11. They must buyinto a new idea of marketing. Not just that they need more marketing.“ @msweezey
- 12. Theproblem: More media thanever is available & It is not from businesses @msweezey
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- 15. 25,000 followers 2 organicfacebook posts Total reach = 84 people #truth @msweezey
- 16. Purposeful Action Vs Branding Theidea most business leaders have of marketing was created for a different time and place. This is how modern brands succeed.
- 17. Action Branding Shared Action +Shared Values = Shared Profit First proposed by Cindy Gallop and put into action by Levi, Action Branding proposes a new idea of how brands build connections with consumers. -Cindy Gallop in her NYC apartment
- 19. Shared Value Get back towork. Both Levi and Braddock had the same goal. Shared Action Levi hired the towns people to be in their ads, and gave $1 million to rebuild the city, and created an ad campaign for the city. Shared Profit They both shared in the profit. Braddock got back to work, and Levi showed their honest brand. + =
- 20. 51% of thetime a CEO’s picks up their mobile device because they are bored. - Pew Research “
- 21. Social media isthe modern day smoke break ESCAPE CONTENT “ Give people something to enjoy, and help them escape from their day. This is authentic to social channels. @msweezey
- 22. Kronos uses these comicsto share on social media. They see 10x more engagement on these comics than their corporate blog. “ @msweezey
- 23. FOR MORE READ: Humanizing YourBrand @msweezey h#ps://moz.com/blog/4-ways-to-build-trust- and-humanize-your-brand
- 24. Correct budgetThe numberTwo key to being a high performer
- 25. Maintain branding 15% headcount 80% programs 5% tech + other 2-6% GR Average budget Fast growth 25% Headcount 65% programs 10% tech + other 7-12% GR 30% headcount 55% programs 15% tech + other 13-30% PR*Gross revenue *Gross revenue *Projected revenue
- 26. Where are highperforming budgets going @msweezey With out executive buy in there is no way you will have a best in class budget. 70% 39% 59% 39% 39% Digital Marketing Spend Traditional Marketing Spend Marketing tools and technology Marketing consulting Marketing headcount Increase in Spending
- 27. Correct TOOLSThe numberThree key to being a high performer
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- 30. High performers are19x more likely to be able to create a single customer view. “ @msweezey
- 31. Journey must bepersonalized across all channels, and contextual to the moment. This means a minimum of the following connected systems: • CRM (system of record) • Marketing Automation (system of engagement) • Website (owned engagements) • Product (increased value) Connected Journeys
- 32. Marketing Sales Service Single Customer Viewallows for contextual experiences to be automated on any connected channel. Automation Platform (s) CRM System of relevance Allows for plug and play integrations with other apps who use data, and add to data. Website Product API Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow.
- 33. Correct TacticsThe numberFour key to being a high performer
- 34. High performers see2x-3x the value from the same tactics “ @msweezey
- 35. Of marketers say ittakes 2-5 weeks to create a piece of content. 42% Of marketers say it takes more than 7 weeks to create a piece of content. 1/3 1 h#p://www.techvalidate.com/blog/2013-content-markeKng- research-Kme-spent-creaKng-content-2892 @msweezey
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- 37. Agile is themodern production method.“ @msweezey (speaking note: drop the mic here)
- 38. Agilestructure &Agileprocess*These can operateindependent of each other
- 39. Agile PROCESS There arean infinitely growing number of marketing channels which require content. This brings about a new level of content we must produce. The only way to create enough content with a high enough success demands a new foundation on how we execute marketing campaigns. We must learn from other business departments who have faced similar issues.
- 40. Place your pinon the blue dot. Your goal will be to close your eyes and then draw a straight line to the red dot. Stop when you get there.
- 41. Your line probablylooks like this.
- 42. Now try again,but feel free to stop when ever you want. Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many stops as you want.
- 43. Your second lineprobably looks like this.
- 44. User Stories MVPReview Execute Iterate This isthe best way to create any future marketing asset, campaign, or program.
- 45. John, I noticed anarticle on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. AGILE EXAMPLE It doesn’t take 10 minutes to create this nurturing string. Test then make 3 more
- 46. IT FUNDAMENTALY CHANGEDTHE WAY WE GO TO MARKET.“ @msweezey HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
- 47. FOR MORE onAGILE VIEW: @msweezey h#ps://www.slideshare.net/ MathewSweezey/the-x-factor-the-secret-to- be#er-content-markeKng
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- 49. High and lowperformers use the same tactics, but high performers see 2x-3x the value. “ @msweezey
- 50. Organic reach onsocial media is 2-4%. This is because they are now a pay to play model. $$ @msweezey
- 51. Volvo Construction dealers sell$100 million dollars worth of new and used equipment each yearwith Facebook.
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- 53. WHEN A SOCIALAD AND EMAIL ARE BOTH SENT TO A PERSON THE TOTAL NET EFFECT IS A 22% INCREASE IN ENGAGEMENT OVER EITHER BY THEMSELVES 22 @msweezey P E R C E N T
- 54. Traditional Marketing Digital Rapport building, leadgeneration Sales Acquisition 20% 20% The New Middle 60% Creating, building, and managing relationships across social media will require frequent small and phatic gestures. These actions can not be created by advertisements, or automations. They must be managed and executed by humans creating a new role for marketers, “The New Middle”. a new marketing role
- 55. Micro Actions Small phaticgestures called “Micro Actions” will be used by the new middle. These are likes, comments, shares, re-shares, etc. They also have the ability to create instant notifications on mobile devices by passing news feeds altogether. Provide a use to “Like” They are able to reliably break through the infinite noise because they are warranted, wanted, and valued by consumers and can not be blocked by ad-blockers. They also fulfill consumers purpose for being social in the first place.
- 57. Engage Look to doing simplesocial enabled actions. These actions go deeper into their purpose. • Like • Comment • Mention • Share @msweezey
- 58. Notifications Let the newmiddle know who to engage with and when. This is how the new middle improves the velocity of leads in the new selling market place.
- 59. People + Brand Lookat both of these social profiles. Both engagements build the brand of Annuitas One is more human. @cahildago = Carlos Hildago, CEO Annuitas Group Followers = 11,401 @_annuitas = Annuitas Group, his company Followers = 1,999
- 60. “ By askingspecific questions related to the content and mentioning the customers and people of interest from Twitter. I received engagement from the customers, who began to ask questions or agree or challenge points we made in the blogs….. They told us our approach was “refreshing” because we were building relationships without bombarding them with phone calls, emails and meetings (like the competition).“ @msweezey
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