-‐-‐-‐-‐ OUTLINE – v2.1 (9/27) Situation Citizens has a Facebook tab which is used to communicate evergreen offers. The offers are meant to create interest in Citizens banking products and align to target segments. These segments may be existing customers which Citizens wants to expand its baking relationship with or new customers that they want to acquire. What’s Wrong? The tab is not driving the desired impact in having people become customers or deepen their relationship by adding new products. The tab is also not a natural destination for people who may be looking for banking products. What’s Causing It? There are three areas that are creating challenges; -‐ Content: Because the offers are evergreen, the content rarely changes. There is no compelling reason to *seek* out and click on the tab with these offers -‐ Audience: The audience for the tab is too small. It is organic traffic from current FB fans. The target segments for each offer only represent a fraction of the total # of Facebook fans. There is no coordinated effort to drive traffic to the tab. -‐ Technology: Even if the question of content and audience was solved, it is costly in both time and dollars to manage and update the tab with the current technologies The Solution Create “good” offers which touch on price, need and drive emotional connections that can be used across social media. For example, pairing an offer in the context of a cause to create emotional connection gives fans a reason to share (e.g. Customer Appreciation Week -‐> donation to Food Bank) This solution has three core elements: Offer, Campaign and Distribution. These are rolled up into a broader “Offer Ecosystem”
Example: Trufit Scholarship. This program is fits well within the social context, as it has emotional components – students and families looking towards the future, realizing goals, etc. which translate well into social content. Paid: Facebook ads would generate awareness of the offer and campaign, and drive to Facebook Tab and/or Landing Page Owned: The Facebook tab would serve as a compelling driver to the actual entry point – the landing page. The landing page is part of the website for secure information submission. Earned: Share functionality will be added to the content on the Facebook tab – users could share to their Timeline, or to their Twitter page. The landing page will also prompt users to share once they’ve submitted. OFFERS
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Define a collection of offers that can be wrapped in a social context and paired with a campaign. We can achieve this by broadening our current to address consumer needs (like Financial Literacy – an offer related to a free financial review) or linking to Causes (like Greater Boston Food Bank – Promote CEW charitable component donation of meals for every financial review) o Industry Example (Also a Local/community): AMEX Small Business Saturday – The combination of local outreach, digital engagement and technology devices make this ongoing initiative inherently “social” in nature. American Expresses uses website, Facebook and Foursquare to offer savings to people who shop at local businesses in their communities for a Saturday in November. The campaign has enjoyed much success and visibility and has grown over the past few years to now include ongoing deals via Foursquare check-‐ins at various locations. How it works: AMEX works with local businesses to enter them in the program – done via outreach and digital messaging (Facebook page, website, etc.). AMEX advertises to consumers the details of the program via various channels – TV, social, website, etc. and encourages them to not only participate, but to share the details with others. Consumers receive the offer that day when they use their AMEX card – it’s a credit back on their account from card activity at the participating stores. Foursquare integration – users who check-‐in see the deal as part of that venue and are encouraged again to use the offer and to share. o Non-‐industry example: Red’s Rush to Zero Campaign. Philanthropic efforts by Foursquare and Starbucks get a lot of visibility. Campaign ran for one month and was a “humanitarian” way to get people to shop, engage socially and give back to a great cause. How it works: From June 1 to June 30, Starbucks donated $1 to the Global Fund for every check-‐in at its locations in the US and Canada. Foursquare created special badges to give users, adding in some “social collateral” to the initiative and helping to raise visibility, as badges earned by users are announced on the channel and can be shared on Facebook and Twitter While not a traditional “offer” – this type of initiative fits well in social because it integrates community/local (checkins at locations), emotional aspects and “giving back” mentality, and digital channels on mobile devices. It’s out-‐of-‐the box, utilizes partnerships, is part of a larger campaign and is distributed through digital and physical parts. o Other Cause-‐related examples:
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Offers are bundled into highly shareable and consumable blocks. They can be shared via Tweets, Facebook timeline, Sponsored Stories, Open graph, etc. Usually you see offers as banners, as their own FB tab, pages or big graphics on a page Social offers should be compact & highly focused. Once you have the mechanics, you can make them more portable and treat like thumbnails (i.e. small, creative, textual representations). This influences creative executions Offer Assumptions: o We won’t do any rate based offers via social that don’t drive to a landing page, o Targeted mailings that go to prequalified customers will not contain social specific offers or drive to social .com content is relevant to the content they are clicking on as the social offer
CAMPAIGNS • Short-‐term: Create self-‐contained marketing programs around a specific campaign, promotion and promote over time (with or without Facebook Exclusive Offers) – o For Facebook Offers Features– refer to PPT on How it works o Offers have recently been rolled out to all pages and are ways for brands to promote special deals directly into users' news feeds. The Offers are very easy to redeem and come with a built-‐in viral component – the claimed offer shows as an action in the user's news feed. In this way, Offers fits into the Paid, Owned and Earned model with the Owned piece being the offer itself. Facebook Offers also rolls up into the Offers, Campaign and Distribution model with positioning the content/offer in highly shareable, custom and quickly consumable way o Compared to the push marketing of offers on FB & Twitter that we are currently doing, this is different because the content is presented in an easily consumable, shareable box and is highly viral – claiming the offer adds the user to the list of other friends that have claimed and shows in news feeds. Offers also allows targeting for free to current fans, but compelling offers could be elevated to target non-‐fans with paid support. This generates additional awareness, engagement and virality. • Long-‐term: Create a thematic approach to content marketing to continue to evolve (e.g. Good Offer Fridays, Financial Literary campaigns tied to an offer, Citizens Helping Citizens social offers)
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This involves the creation of social specific offers as described previously and/or supplementing existing product offers that meet the criteria of a good offer. If you can’t do this, meaning create a new social offer, plan b would be to look at what current offers that might fit the criteria of a social specific – product, need-‐based as we recommend against the standard/evergreen offers
DISTRIBUTION • Sunset the tab (for now). It is not worth the investment of time, money, effort given the low volume people who would visit it. We should revisit the tab when it can be used as a destination to convert people as a lead gen tool. Pivot to promote offers through content marketing distribution model (Facebook, Twitter, Foursquare, etc.) o Facebook: Facebook Offers or News Feed distribution Local offers: e.g. AMEX Small Business Saturday: https://www.facebook.com/SmallBusinessSaturday o Twitter: Twitter Feed (similar to Facebook) o 4sq (emerging channel): In the future, we could distribute these offers through Foursquare, which allows for regional or branch distribution specific offers • In the meantime, we would continue to push offer messaging via posts and tweets that link back to landing pages on the .com. Our expectation is that the .com content is relevant to the social content they are clicking on as is best practice. • Look for opportunities to extend to other channels • Extend the conversation of social through email (e.g. add Like and Share buttons directly onto email). We know email is a major driver of social activity and behavior. o We want content in the email to push people to the social experience. It is about creating a driver into the experience. As a proxy, we will get people clicking and participating in the social experience. o Studiocom will need to develop an understanding from One to One team of the challenges involved in emails that are geotargeted as only a subset of emails would be suitable. We will work with them to define the appropriate vehicles • Potential offer platform partnerships – o Offer Pop -‐ OfferPop is a solution which will generate millions of leads and will grow your fan base by 300%. NOTE: We will have more information after we meet with them o Campus Live – provide business line specific solutions for EdFi o Place Punch – This platform combines local, mobile and social initiatives to generate awareness and engagement for brands. Studiocom has utilized them in the past for Dunkin’ Donuts and they run promotions on FB, Foursquare, etc. with offers, entry forms, fulfillment, etc. as well as campaign reporting and analytics.
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Use paid media (i.e. Sponsored Story) to achieve broader distribution & awareness. Citizens does not yet have a critical mass in its fan base to create the audiences for X and Y products. Using paid media in two parts – to grow the page and then promote specific offers – can help create the demand for more “social-‐specific” offers. Testing a current offer that may fit well into social (such as the $1,000 bonus for savings account or other similar offer with “emotional” component – here it is savings for kid’s future) will help determine if ads can help amplify this message to current audience and help acquire/grow new audience. Metrics could include growth of the page, ads performance (CPC, cost per Like) and conversions as set by each offer. o Standard Facebook ads (aka self-‐serve FB ads have gone away) – drive traffic to your site o We recommend Sponsored Stories (for which Offers is one type). Facebook, in order to support its claims that users want to engage with stories and activities, rather than receive broadcast messages, has presented data based on research done by Nielsen**. It showed significantly higher click-‐through and brand recall rates for ads that contained the social context of a friend’s name (i.e., “John Liked this”) versus a traditional advertising message alone. Brands using Sponsored Stories to incentivize actions around campaign or product goals can see improved results. o For Citizens, adding a unique offer into this engagement model of advertising – particularly one with a social context – has the potential to raise awareness and generate actions (depending on the specific goals of the offer itself (signups, downloads, redemptions, referrals, etc.) Source info: http://www.socialmediaexaminer.com/how-‐to-‐use-‐facebook-‐ads-‐an-‐introduction/ **Nielsen Data: http://blog.nielsen.com/nielsenwire/online_mobile/ads-‐with-‐friends-‐analyzing-‐the-‐ benefits-‐of-‐social-‐ads