Citizens Bank Social Strategy October 7, 2011
CURRENT: Roles of Social Media at Citizens Goals*
Benefits
Customer Relationship Building
Community Growth = More Impact
Marketing
Drive traffic to our web site
Corporate Affairs
Promote positive marketplace image
Customer Service
Manage corporate reputation, address complaints
(Also exploring opportunities to support Recruiting, in addition to existing efforts)
Social as an extension of marketing and internal departments
PROPOSED : Roles of Social Media at Citizens From brand-centric:
Extension of marketing and internal departments
To consumer-centric:
Enabler of connection & conversation around: Personal Finance Success
Being a Good Citizen
Realizing Your Goals
Financial Confidence
content strategy / content ecosystem Educate new, current and potential customers about Citizens Bank and its products
Relationships
Education
Build and grow relationships through customer service, and engagement around products, campaigns, and community
Enabler of connection & conversation around:
Create brand evangelists and advocates who use and love Citizens Bank products, and share information with friends
Loyalty
Personal Finance Success
Being a Good Citizen
Realizing Your Goals
Financial Confidence
Commerce
Drive traffic to Citizens website Influence intent to purchase within social communities
Analysis
ontent strategy / facebook content analysis Content Bucket Products & Campaigns Community Alerts Holidays Events & Sponsorships
Content Mix: Actual
Content Mix: Proposed
31%
60%
35% 8%
15% 5%
6%
5%
20%
15%
Source: Studiocom analysis and content audit of Facebook posts published by Citizens Bank during September 2011
•
On Facebook, only about 30% of content published focused on products and campaigns – Studiocom recommends increasing that to 60% to include plenty of support for Savings Community and Citizens for Homes campaigns
•
Community posts were much higher than the proposed amount and could be scaled in favor of product and campaign-related posts
•
To deal with upcoming holiday seasons, posts could feature both holiday and alert content to better fit proposed content mix
ontent strategy / facebook content analysis Content Bucket Products & Campaigns
Community
Alerts
Holidays
Events & Sponsorship s
Messaging Mix: Actual Push: 55%
Messaging Mix: Proposed Push: 50%
Conversational: 45%
Conversational: 50%
Push: 83%
Push: 50%
Conversational: 17%
Conversational: 50%
Push: 66%
Push: 100%
Conversational: 33%
Conversational: 0%
Push: 100%
Push: 0%
Conversational: 0%
Conversational: 100%
Push: 87%
Push: 25%
Conversational: 13%
Conversational: 75%
Source: Studiocom analysis and content audit of Facebook posts published by Citizens Bank during September 2011
• Overall Push vs. Conversational: 75% vs. 25% • Products & Campaigns bucket will require minor adjustments in messaging as it nearly matches the proposed messaging mix already • In general, conversational messages don’t have to directly align with a product or campaign to influence thinking in those directions • While community posts include announcements, there can still be elements of interaction for users • There were very limited posts around “holidays” during September, but there will be opportunities to craft engaging messages in Q4
ontent strategy / twitter content analysis Content Bucket Products & Campaigns Community
Content Mix: Actual
Content Mix: Proposed
62%
60%
10%
15%
Alerts
15%
5%
Holidays
0.5%
5%
Events & 12.5% 15% Source: Studiocom analysis and content audit of Twitter posts published by Citizens Bank during September 2011 Sponsorships •
Citizens Bank currently posts product- and campaign-related tweets in the same amount that Studiocom recommends.
•
Many of the tweets are repeated - presumably this is a compliance issue – but we feel this will be easily changed in Q4 and beyond with the launch of Savings Community and Citizens for Homes, along with additional quarterly campaign copy.
ontent strategy / twitter content analysis Content Bucket Products & Campaigns
Community
Alerts
Holidays
Events & Sponsorship s
Messaging Mix: Actual Push: 72%
Messaging Mix: Proposed Push: 50%
Conversational: 28%
Conversational: 50%
Push: 84%
Push: 50%
Conversational: 16%
Conversational: 50%
Push: 100%
Push: 100%
Conversational: 0%
Conversational: 0%
Push: 100%
Push: 0%
Conversational: 0%
Conversational: 100%
Push: 96%
Push: 25%
Conversational: 4%
Conversational: 75%
Source: Studiocom analysis and content audit of Twitter posts published by Citizens Bank during September 2011
• Overall Push vs. Conversational: 83% vs.17% • Studiocom recommends a more even distribution of Push and Conversational messaging for “Products & Campaigns,” “Community,” and “Events & Sponsorships” content buckets • There are opportunities to increase conversational posts across content buckets to improve interaction with Twitter followers • Holiday posts can be more interactive and can capitalize on the use of trending hashtags to increase visibility and attract new followers
content strategy / Q4 proposed post breakdown
Breakdown of proposed content posts for Q4
content strategy / proposed post features Content Bucket Products & Campaigns
Community
Holidays
Alerts
Events & Sponsorships
Post Themes Checking Citizens for Homes Savings Community Mobile Banking Champions in Action Citizen of the Week Gear for Grades 4th of July Thanksgiving Back to School Special hours Branch closings Citizens Bank Park Citizens Bank Performing Arts Series New branch openings Partnerships (Dunkin’)
Proposed Post Features Posts to educate and engage the audience • Use polls and ask questions to and encourage interaction •
Post Type Breakdown Engagement: 50% Push: 50%
Posts around cause marketing, featuring good works • Include photos with posts when possible
Engagement: 50%
Capitalize on people’s love of holidays for engagement opportunities • Pose questions and seek user-generated content
Engagement: 100%
Feature information such as holiday hours, contact information, etc. (Ex. Branch closings during hurricane) • These posts are intended to drive limited response
Engagement: 0%
•
•
•
Announce events and share news articles that feature CB sponsorships/write-ups • Ask fan base if they’re attending events and encourage user-generated content • Purpose of these posts are for engagement and to capitalize on chatter volume spikes – particularly with CBP •
Push: 50%
Push: 0%
Push:100% Engagement: 75% Push: 25%
Content Road Map / Content Evolution Subject to change as we listen and learn what the community wants/needs, and as marketplace changes. Phase 1
Phase 2
Phase 3
Products / Campaigns / Customer Service Activate Subject Matter Experts (internal & external) Commerce / Transactions / Activate Customer Advocates
Campaign Content Example
the real conversation is between consumers, about their stories and their vision made possible by Citizens
Make It Real / the map to scale 10/11
11/11
12/11
1/12
Awareness & Satisfaction (Holidays, Giving/Spending, New Year Goals)
PHASE 1
2/12
3/12
4/12
Planning projects, college acceptance letters, cabin fever
5/12
6/12
7/12
Accomplishing Goals
8/12
Finishing projects, kids to college
12/12
1/13
Holidays, Giving/Spending, New Year Goals
2/13
MAKE IT REAL: GETTING IT DONE MAKE IT REAL CELEBRATION
PHASE 5
PERSONAL, INVESTING, BUSINESS, BORROWING Paid Ad Buy
Paid Ad Buy
Paid Ad Buy
CITIZENS ONGOING COMMUNICATION STRATEGY
Paid Ad Buy
Paid Ad Buy
3/13
Planning projects, college acceptance letters, cabin fever
MAKE IT REAL PLANNING
PHASE 4
OTHER
11/12
CUSTOMER APPRECIATION
PHASE 3
MEDIA
10/12
BUILD & SEED ONGOING
PHASE 2
GENERAL
9/12
Paid Ad Buy
phase one / build foundation for make it real MAKE IT REAL INITIAL ENGAGEMENT TACTICS Use email to create dialogue with most valued customers around social and lending. Promote activity in social channels.
Tag as much of existing CFH assets as possible with social drivers to Facebook and Twitter.
Photo submission: Upload pic tied to lending projects, such as new house, new home project and more
Twitter: Lending-based conversation starters: Polls, questions, challenges. Start initiating use of #MIR and lending themes
Link to cool financial infographics and other content tied to lending.
phase two / introducing make it real MAKE IT REAL EARLY ENGAGEMENT TACTICS Launch Make It Real Manifesto. Push it out and create conversation and engagement around its contents.
MAKE IT REAL Manifesto
Monthly infographic that shows you how to Make It Real. Original creations tied to Citizens specific offerings and products.
Develop content relationship. Start search for internal and external subject matter experts.
Continue photo submission activity. Begin to reward participants with contest to win Home Depot Gift Cards, etc.
phase three / make it real engagements MAKE IT REAL SCALE ENGAGEMENT TACTICS
Planning
Getting It Done
Celebration
TACTICS DEPENDENT UPON LEARNINGS FROM EARLIER PHASES