Social listening – best practices for getting the most out of it

Posted by: AmberRoberts in: Financial Services -

Based on conversations during American Banker’s 10th Annual Financial Services Marketing + Innovation Symposium, I can safely say social listening has gained momentum, particularly in the financial services industry. Here are just a few tricks of the trade that I picked up:

  • Don’t spend too much time listening to what is being said about your brand.
  • Instead, listen and analyze what your customers are talking about: What do they care about? What gets them excited? What do they share with their social graph?
  • Consider how the answers to these questions can become a part of your next social campaign.  How can this data be used to engage consumers based on what is truly important to them?

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Earned, owned, paid: how do you find the right mix?

Posted by: AmberRoberts in: Financial Services -

The media landscape has grown more complicated in recent years, and while there are countless opinions on the optimal marketing mix, there’s no right answer. Fortunately, American Banker’s 10th Annual Financial Services Marketing + Innovation Symposium gathered a panel of experts to provide some guidelines. Representatives from industry leaders like AMEX, Wells Fargo, LinkedIn, Bank of the West and JP Morgan Chase provided some valuable insights:

1.) For first-ever campaigns and launches, paid media can be critical to getting an effort off the ground.

2.)  Over time, once a campaign has grown, consider reducing the reliance on paid (advertising) and focus more on earned media coverage (public relations).

3,) Not surprising, earned media remains the best, most sustainable media; placements are typically customer testimonials, and nothing is as powerful as customers validating a brand.



Sterling Bank Opens First Downtown Portland Branch

Posted by: KirstenNieman in: Financial Services -

I had the opportunity to be on hand at Sterling Bank’s grand opening celebration of their new retail branch in downtown Portland. Carol Mangan, Sterling’s Oregon Market President, Ezra Eckhardt Sterling President and COO and Sandy McDonough, Portland Business Alliance President spoke to approximately 30 Sterling Bank employees during the ribbon cutting ceremony. The branch incorporates the latest Sterling Bank branding designs.

Sterling bank opening


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