November 2011
Vol. 12, No. 3
HIGHLIGHTS
n Social Media Strategies
While measuring the direct impact
of Facebook on your ROI can be
difficult, this institution has seen its
page bring in new business—such
as a $350,000 loan that came in
during one popular contest............3
n Smart Phone Apps
This California bank recently rolled
out mobile banking, and is seeing
the adoption rate for its iPhone and
Android apps, in particular, take off
among users..................................4
n E-Statement Sign-Ups
A Michigan institution is having
success switching over paper
statement users to eStatements.
A cash incentive and a TouchScreen Tablet have both been
offered to draw people in...............5
Hiring a 25-year-old “non-banker”
is one strategy that has helped this
bank make a splash on Facebook
n
Unique page events get people talking and into the branch
A
s an early adopter of Facebook
among financial institutions, The
Paducah Bank and Trust Company
($500 million, Paducah, Kentucky) has
grown its page to an impressive 4,300
followers, and counting.
“And I, the marketing director, was
like, I don’t know! Usually it’s the
other way around, but of course when
you do something, you want to do
it well, so that was a concern. Most
community banks have one person in
the marketing department, so I was
thinking, How are we going to take on
another medium, and do it well?”
www.paducahbank.com
View the bank’s Facebook page at:
www.facebook.com/PaducahBank.
Susan Guess, Senior Vice President/
Marketing Director, says the bank has
been on Facebook for more than two
years. “I have to admit, it was our
CEO at that time who suggested that
we should get on Facebook,” she says.
Calling in a social media expert
To help prepare for the bank’s
entrance onto Facebook, Guess says
she did some research on local people
who were fully engaged in the social
media world.
(Facebook Page...on p. 2)
Website Ad for Bank’s Facebook Page
click on the mouse
to get started
apply for
loansonline!
n Mobile Banking
BANKING PRODUCTS
Although mobile banking apps are
increasingly the go-to choice for
customers, this institution found
that SMS/text is the most popular
option after its first two weeks of
offering mobile banking.................7
FINANCIAL RESOURCES
ABOUT US
FRAUD ALERT
COMMUNITY INFO
account access
“Working with a bank
that’s usually behind locked
doors, vaults, and security
codes is super exciting to me,”
says William Sledd, Paducah Bank
Network Consultant.
Login ID:
Join us on
facebook!
Follow us on
twitter!
Paducah Bank is facing
the future and getting on
the networks. Let’s talk!
n Facebook Events
If your institution is one of the
growing number of companies on
Facebook today, check out these
six events, proven popular on a
Kentucky bank’s page...................8
24/7 ACCOUNT ACCESS
Check in often. Share
thoughts and ideas.
Win fun, free stuff!
Password:
Supported Browsers
PIN Reset
Password Reset
Internet Banking How To
e-statement access
trust customers access
generations gold
identity theft center
visa online protection
enroll today
privacy statement
The Paducah BankBank
and Trust Company.
All rights reserved.
M E M B E R(Paducah,
FDIC
Source: The© Paducah
and Trust
Company
KY)
The Paducah Bank and Trust Company is participating in the FDIC's Transaction Account Guarantee Program. Under that program, through December 31, 2009,
all noninterest-bearing transaction accounts are fully guaranteed by the FDIC for the entire amount in the account. Coverage under the Transaction Account Guarantee
Program is in addition to and separate from the coverage available under the FDIC's general deposit insurance rules.
PO Box 1384 • Storm Lake, IA 50588 • (712)660-1026
fax (866)680-5866 • www.siefer.com • e-mail [email protected]
Internet Banking Growth Strategies
SOCIAL MEDIA STRATEGIES
Facebook Page...
(Continued from p. 1)
“Facebook was thought of, at the
time, as a way to tap into the young
mind and the young market, so we
wondered who around town we could
bring in and talk to about what was
happening in social media.”
She then came across 25-year-old
William Sledd, a Paducah resident
who had at one time the fourth mostwatched YouTube show.
“Bravo had done a pilot show with
him and he really had his 10 minutes
of fame and trying to make it in that
world,” she says. “So I sent him a
Facebook message asking whether he
had ever thought of working for a bank
and that we’d like to talk to him.
“We all pinky-promised that we
weren’t going to hire him.
“He came in wearing flip-flops and
Khaki shorts and there was just really
an instant connection.
“He had a lot of ideas and thought
like someone who wasn’t a banker, in
terms of how we could connect with
people and especially with the younger
market.”
After the meeting, the bank decided
to bring Sledd on as its social media
consultant, says Guess.
She adds that the press Sledd had
received for his YouTube videos helped
give the bank’s Facebook page, and
their partnership with him, some early
recognition.
For example, she says that when the
bank introduced its Facebook page,
there was a national “Where are they
now?” story that ran on first-generation
YouTube celebrities, and Sledd was
featured on the front page.
“So early on, we had a lot of press
to bring some recognition and to drive
people to our page,” she says.
Guess explains that while she makes
sure the Paducah Bank Facebook
page follows regulations and stays
consistent with the bank’s overall
brand, Sledd stays focused on coming
up with creative ideas for the page that
push the envelope.
November 2011
“William and I have been good
partners as far as building ideas and
working together,” she says. “He really
is committed to trying to find that next
great idea.”
For example, to help take away
the stereotype of bankers being very
serious, Sledd pitched the concept of
interviewing a few of Paducah Bank’s
employees. “Many people think that
when you go into a bank, it’s very
stiff and that’s indeed not at all true,
so William came up with the idea for
those interviews and they bring a little
more personal feel to Paducah Bank.”
She says that Sledd has also come
up with unique events that invite its
followers to participate in Paducah
Bank activities, and to share the news
with their friends.
For instance, Guess says that
particularly in the beginning, the bank
held many events as a way to help
boost its Facebook followers.
One of these popular events was
a free lunch. For the event, the
bank posted an invite to lunch at a
restaurant on Facebook and the first
60 people to RSVP received a personal
mailed invite. “Within 30 minutes, we
sold every seat,” says Guess.
“We likely wouldn’t have had the
response that we did if it weren’t for
Facebook.”
Those who attended the lunch were
able to talk with bank employees and
answer bank-related trivia questions to
win prizes.
(Read more about several of the
bank’s other successful Facebook
activities on page 8).
Since launching its Facebook page,
the bank has found a number of
posting strategies that work well.
Guess says, for example, that 9 p.m.
is the optimal time in its particular
area to post on Facebook.
(Continued on pg. 3)
Letter in Bank’s Magazine from CEO & President
Dear (Facebook and Twitter) friends:
Yes,
there are now MANY more ways for us to talk these days.
Can you believe that only a couple of years ago, many of our associates
in the industry were surprised and curious about our decision to produce
a “magazine”? This was considered innovative! Now here we are on the brink
of jumping into the public domain of social networking in order to stay in touch
with you (and about 200 million other prospective people) on Facebook and Twitter.
Staying relevant is one of the fundamental currents in the forward
movement of a progressive business
entity. You simply must go with the flow, roll with the tide, face the book . . . or
something like that! At Paducah Bank, we’re proud of the innovative approach we’ve
taken to many projects and missions in our history as a local financial institution. This
just seems to be next on the “staying in touch” agenda.
So we’ve gone socially global. Paducah Bank has a presence on Facebook and
Joe Framptom,
CEO
Twitter. Now you cannot only find us on Jefferson, Broadway, Lone Oak Road, Pecan
Drive, and Reidland Road, you can also find us on the social networking scene.
But lest you think we’re leaving any of our old-fashioned values behind in a voguish
vacuum, let us assure you, we have no intention of that!
To further our belief in being local for example, in this edition you’ll hear from our
Senior Vice President of Marketing, Susan Guess (who also happens to be the 2009
Wally Bateman,
PRESIDENT
Chair of the Chamber of Commerce Board) about a Buy Local initiative which we
wholeheartedly support. You’ll also hear from other local business believers who have
invested in our community with their time, talents and assets.
Plus, as is our focus in every issue of WOW!, we’ll talk up some of our creative customers, who continue every month
of every year to amaze us, inspire us, and give us reason to hope for what happens next in our part of the world.
Join us in the bank, on the web, and right here on the pages of WOW! We want to be everywhere YOU are. Some
things haven’t changed.
Source: The Paducah Bank and Trust Company (Paducah, KY)
WOW! VOLUME 15/2009 • 3
page 2
SOCIAL MEDIA STRATEGIES
“When you post during banking
hours—although we do some of that—
you’re really missing out because it
goes down the news leak and people
don’t see it.”
The bank has also been sensitive on
how often it posts, being careful not to
“over-post,” says Guess.
“Generally, you also want to post
something that has a question, because
it calls people to post on the page, and
the more you have of that, the more
energy your page has and the more
likely people are to go on.”
In addition, the bank has designated
only a handful of Facebook page
administrators. For example, there is
one primary poster apart from Guess.
Three employees from the bank’s
risk, human resources, and IT
department also have the capability to
post. That way, if they see something
on the page and Guess and the primary
poster aren’t available, they can
address it. “The most important thing
is that we respond to a question or a
concern.”
She notes that one of the reasons
behind having only a select number of
Facebook page administrators is that
it helps keep the page consistent with
regulations.
“Employees in the bank are not to
post. They can share something from
the Paducah Bank page on their own
page, but they are not to engage or talk
about Paducah Bank on their own.
“We are a bit sensitive about the
overall brand and the risk employees
put themselves in if they start having
conversations with customers on
Facebook about products or services.
“If a customer posts a question
about a loan, for instance, and you
engage in a conversation on Facebook
and trigger compliance language, that’s
dangerous territory, so we’ve tried to
stay away from that.”
However, the bank has found
alternative ways to keep employees
continually involved with its page—
such as a past contest the bank held
where employees at the branch
that got the most posts about their
particular location won a prize.
November 2011
Guess says that branch employees
got creative with this contest. For
example, employees at one branch
made cookies and also created
stickers that said, Join the Paducah
Bank Facebook page and say
something great about our branch!
The ROI of Facebook
Guess says that the bank hasn’t done
much promoting of its products and
services on its Facebook page.
“If we’ve had an ad or TV spot
with all of the compliance-tested
information, we’ll post it, but we’re
not actively communicating about a
certain product or service; we don’t
think that’s why people come to our
page.
“Banks often want to know what
the ROI is, but because we aren’t, in a
serious way, promoting products and
services, it’s difficult to measure unless
people respond to a Facebook ad or a
call-to-action.”
However, she says that the bank
has seen examples of new business
derived from Facebook. “Interestingly
enough, when we did some of the
events, like the free lunch, we’d go
up to a table and say, Whoever can
show us their Paducah Bank card
first will win a prize, and you could
see the people who weren’t customers
because they knew they didn’t have
one! So there’s been an opportunity to
reach out to those people who aren’t
customers and try to bring them on.
“We also did a ‘WOWopoly’ game
about a year ago trying to drive
people into the branches, and we
weren’t trying to sell them products
or services, but were hoping that once
we got people into the branch, there
would be an opportunity to sell them
on something.”
During this multi-week game, the
players had to collect four cards
located at the bank’s branches, and the
winner received a new MacBook Pro.
“One person who came in just
happened to check on an interest rate
and ended up getting a $350,000 loan,”
says Guess. “So we know there are
those stories along the way.”
Internet Banking Growth Strategies
The bank also recently posted
an ad on Facebook about its Free
Debit Card, which Guess hopes will
help counter the news about banks
charging people for using a debit card.
This type of ad on Facebook is a first
for the bank, she says. “We generally
change out the home screen with
different ‘WOW’ themes by seasons,
but this has been such a hot topic that
we saw it as an opportunity to get out
front before other banks did, and say,
We not only don’t charge you, but
we’ve paid almost $1 million in debit
card rewards.”
Guess says the bank occasionally
partners with local businesses for its
Facebook events and, in some cases,
the business even supplies the prizes.
For example, she says a local Toyota
dealer once brought a car over to one
of the bank’s branches and filled it
with balloons. Then, people could
post their best guess on how many
balloons were in the car on the bank’s
Facebook page for the chance to win
one of two iPod Nanos or an iTunes
gift card (which were supplied by the
Toyota dealer). The three people with
the closest guesses won.
She says these types of events
provide the opportunity to strengthen
relationships with area businesses. “It
helps people see that they have chosen
Paducah Bank, and gives the business
the benefit of being a customer by
featuring them on our Facebook page.”
As it moves onward with Facebook,
Guess says the bank will continue to
find ways to keep the energy going
on its page. “Early on, we needed
Facebook fans and now we’re at over
4,300, which is really great for a bank
that’s in one community.
“We want to continue to find a
balance of the creative things that
Facebook can do and then, admittedly,
it is a Paducah Bank Facebook page,
so we’ll see how can we weave in ways
to sell why Paducah Bank should be
the bank of choice.”
Source: Susan Guess, Senior Vice
President/Marketing Director, The
Paducah Bank and Trust Company,
Paducah, KY; phone (270)575-5723;
e-mail [email protected].
page 3
Internet Banking Growth Strategies
SMART PHONE APPS
Over 50% of mobile app customers
at this bank are using an iPhone
n
There’s no better time than now to launch mobile banking
W
ith the growing number of
people purchasing smart
phones today—and downloading new
apps from the thousands that are
available—it’s only logical to assume
these people would also like to get an
app from their financial institution.
www.calbanktrust.com
This may help explain why mobile
banking apps are exploding in
popularity right now.
A good illustration of this trend can
be found at California Bank & Trust
($10 billion, San Diego, California).
When the bank launched its new
mobile service and apps earlier this
year, it saw immediate success.
Plus, early stats showed that
over half of the bank’s mobile app
customers were accessing the service
via the bank’s new iPhone app.
Susan Brown, SVP, Marketing Group
Manager, says that California Bank &
Trust’s mobile banking was introduced
in August 2011.
The new service offers personal
banking customers access through
apps on their iPhone, Android, or
other smart phone, as well as through
their mobile phone’s Web browser.
Brown says that with today’s
tremendous growth among people
utilizing smart phones, particularly the
iPhone and Android, it was especially
timely to roll out its mobile banking.
“Mobile banking is growing in
popularity, so it was definitely
something that we wanted to have
available to our customers.
“It’s a product that’s very
complimentary to what we try to
do overall from a customer service
strategy—and that’s to make sure
that we’re introducing products and
services our customers are asking for,
and also what’s supporting the trends.
“Mobile banking, along with Internet
banking, are additional channels to the
branch, the phone, and the ATM, to
make sure customers have the ability
to bank the way they like to bank.”
To take advantage of mobile
banking, customers must be enrolled
in the bank’s Internet banking.
Because of this, the bank has been
heavily promoting mobile banking to
these customers so that they are aware
the new service is now available to
them, says Brown.
For instance, apart from featuring
mobile banking on its Website, the
bank has promoted the new product
within its online banking platform.
“We’ve also done some statement
inserts and word-of-mouth by the
staff—they have been well-trained in
terms of talking with customers about
mobile banking.”
Brown says that the bank has tried
to make the sign-up process for mobile
banking as convenient as possible for
customers.
Bank’s Website Banner Ad for Mobile Banking
Source: California Bank & Trust (San Diego, CA)
November 2011
For example, the bank’s Website
lists step-by-step mobile banking
instructions for customers and
prospects, and also includes an
enrollment demonstration video
and individual iPhone, Android,
smart phone, and standard phone
demonstration videos.
And, so far, the bank has found
that these demonstration videos have
helped the majority of customers get
started with mobile banking on their
own, says Brown.
Additionally, she says that the
feedback from users has been very
positive, particularly from smart phone
users.
“The apps are working great, and
those who have smart phones are very
familiar with that type of technology
and access, and they are taking
advantage of mobile banking via the
app.”
She reports that the iPhone and
Android are the top two smart phone
devices being used to access the
bank’s mobile banking.
For instance, she says that
approximately 52 percent of app
customers are using an iPhone, while
about 29 percent are using an Android
(Blackberry users, meanwhile, account
for about 6 percent).
Brown says that through the end
of September, the bank had over
3,000 customers signed up for mobile
banking.
As the bank looks toward the
remainder of 2011 and into 2012, it
plans to implement a few additional
mobile banking features. For example,
one of these features is scheduled to
go live during the latter part of the
year and will include a branch locator,
says Brown.
Then, sometime in 2012, the bank
will introduce mobile banking bill
pay, as well as a solution for small
businesses.
Source: Susan Brown, SVP,
Marketing Group Manager, Dave
Feistel, CB&T PR Team, California
Bank & Trust, San Diego, CA;
phone (949)502-7754, ext. 224;
e-mail [email protected].
page 4
Internet Banking Growth Strategies
E-STATEMENT SIGN-UPS
New sign-ups from the first 30 days
of this eStatement promotion will
save $1,800 a year in printing costs
n
CU is giving new eStatement sign-ups the chance to win a Tablet
M
arshall Community Credit
Union ($148 million, Marshall,
Michigan) is offering a series of
quarterly promotions that are designed
to encourage accountholders to sign
up for eStatements.
Thomas says that although the credit
union didn’t set any specific goals for
the Touch-Screen Tablet promotion, it
is pleased with the 74 sign-ups so far.
“This saves us about $1,800 per year
in printing costs,” she says.
www.marshallcommunitycu.com
25 percent of online banking users
enrolled in eStatements
Most recently, the credit union is
catching members’ attention with a
promotion, running September 1st
through November 30th, that gives new
eStatement sign-ups the chance to
win a Wintec FileMate® Touch-Screen
Tablet.
According to Nicole Thomas,
Branch Manager/Marketing, the credit
union wanted to offer an incentive that
would appeal to computer users since
they are most apt to use its eStatement
service.
Thomas adds the credit union has
been running eStatement promotions
to help reduce its costs associated
with printing.
“It costs us an average of $24 per
year to print and mail statements per
member,” she says.
During the first quarter of 2011,
the credit union held a drawing for a
Sony Reader Pocket Edition™ for new
eStatement users.
“We had 108 members sign up during
that promotion,” says Thomas.
Then, during the second quarter,
every member who signed up for
eStatements received $5.
This follow-up promotion brought in
an additional 104 eStatement sign-ups,
she says.
And, after only the first month of the
current promotion, the credit union
has already had 74 members sign up
for eStatements.
She reports that currently, about
5,200 members (or 57 percent
of members) are signed up for
online banking, and of those users,
approximately 25 percent are enrolled
in eStatements.
Thomas says that the credit union
has chosen to focus on increasing
its eStatement penetration through
November 2011
promotions and word-of-mouth
rather than charging fees for paper
statements. “We have an older
membership that we don’t want to
penalize, but at the same time if the
member is using online banking, we
want to incent them to switch to
eStatements and eNotices,” she says.
The credit union will continue in
this trend moving forward, explains
Thomas.
For example, she says the
credit union plans to offer another
eStatement promotion within the next
few months, and it will also introduce
mobile banking in 2012.
In addition to featuring the
eStatement campaign on its Website,
the credit union ran an e-mail
campaign that was targeted to
members who used online banking but
were still receiving paper statements.
Source: Nicole Thomas, Branch
Manager/Marketing, Marshall
Community Credit Union, Marshall,
MI; phone (269)781-9885, ext 200;
e-mail [email protected].
Marketing Piece for CU’s eStatement Campaign
Source: Marshall Community Credit Union (Marshall, MI)
page 5
Internet Banking Growth Strategies
MOBILE BANKING
This bank offers mobile Web, text,
and app banking, and after the first
two weeks, text is leading the way
The app’s button layout, for
example, makes transferring funds,
finding ATM and branch locations, as
well as checking history and balance
information extremely easy, he says.
n
“Its straight-forwardness is
what makes the app appealing
to those who use smart phones,
iPads, iPod touches, and
other smart mobile devices.”
L
Mobile apps aren’t too far behind
ike many other financial
institutions launching mobile
banking today, 1st Trust Bank
($130 million, Hazard, Kentucky)
began offering a mobile service as a
way to provide customers with the
best possible banking experience
whenever and wherever they are.
www.1sttrustbankinc.com
“Instant banking availability at
the customers’ fingertips is where
the industry is heading,” says
Bryan Barger, IT, Compliance, and
Operations.
“And we chose to begin offering
mobile banking sooner than other
banks in our area.”
According to Barger, the bank began
testing its mobile banking product
in late spring and early summer of
2011, and launched it to customers on
October 1st.
“We decided to implement a product
offering that would appeal to as many
of the people in our service area as
possible,” says Barger.
That’s in part why 1st Trust choose
to provide three different options
of mobile banking for customers,
including mobile Web-based, SMS/textbased, and smart phone apps (such as
for the iPhone).
“Like nearly every town across this
nation, there are many different groups
of people who have dissimilar and
varying needs for banking services,”
says Barger.
“We opted to have all three mediums
available, so each customer could
choose which application suited his or
her needs the best.”
Barger adds that customers don’t
necessarily have to be tech savvy in
order to use mobile banking.
“In fact, with SMS/text banking,
mobile Web, or mobile app available,
anyone can begin using our mobile
banking product in a matter of
moments.”
He explains that the bank’s mobile
app, in particular, is very user-friendly.
“It’s designed in such a way that
anyone would be able to use it,” he
says.
“Its straight-forwardness is what
makes the app appealing to those
who use smart phones, iPads, iPod
touches, and other smart mobile
devices.”
60 mobile banking customers
signed up after first 14 days
Barger notes that being able to
check account balances or transfer
funds between accounts are what
people like most about the bank’s
mobile banking. “However, our
customers also like the ability to check
their account history so they know
what has or has not cleared the bank.
“It gives them a good feeling to
know that they can check their
account at any time and know what’s
happening.”
Barger reports that approximately
60 customers have signed up for
(Continued on pg. 7)
Home Page Banner Ad for 1st Trust’s New Mobile Banking
Source: 1st Trust Bank (Hazard, KY)
November 2011
page 6
Internet Banking Growth Strategies
MOBILE BANKING
mobile banking during the first two
weeks it has been available.
Plus, the response to the new
service has been outstanding, he says.
“Our customers are telling us how
much they enjoy the convenience that
mobile banking provides and its easeof-use.”
He says that the bank’s SMS/text
banking has been the most popular
option among the three services
available.
“However, a close second is the
mobile app, available on iTunes or the
Android market,” he says.
“We knew from initial testing of the
product and through communications
with people outside of the bank that
text banking and the mobile app would
be very popular.”
He says, however, that the mobile
Web service is also gaining its share of
users as people become more familiar
with its layout.
“We even have some customers
who choose to have all three options
available to them,” he says.
When 1st Trust launched mobile
banking, it wanted to get 10 percent
of its online banking users enrolled in
mobile banking, says Barger.
“If we continue at the rate we are
going currently, we will meet that goal
in about one month.
“By the end of next year, we would
like to have 75 percent or more of
our customers actively using mobile
banking as a means to check balances,
pay bills, and transfer funds.”
Plans in the works for mobile
banking RDC
Barger says that the bank hopes
to add new mobile banking features
that provide greater convenience
and a more rewarding experience for
customers.
For example, he says Remote
Deposit Capture may soon be added
to the bank’s mobile banking package.
“This will greatly enhance its benefits,”
he says.
“Sending and receiving payments
for goods and services may also be
done through a mobile device in
the future—if newer technologies
continue to be integrated into the
devices.
“Mobile devices are quickly
becoming something people do
not want to be without, and more
convenience will be integrated into
these mobile devices to satisfy the
consumers’ needs and wants.”
Source: Bryan Barger, IT,
Compliance, and Operations, 1st
Trust Bank, Hazard, KY;
phone: (606)435-2265;
e-mail [email protected].
PUBLISHER........... DAN R. SIEFER
EDITOR.........SHERÉ SIEFER KRUSEMARK
ASSOCIATE EDITOR............ DANA SIEFER
ASSOCIATE EDITOR........JESSICA SIEFER
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Phone.....................................(712)660-1026 Website.................................... www.siefer.com
Fax.........................................(866)680-5866
Internet Banking Growth Strategies is published monthly for $429 per year by Siefer Consultants,
525 Cayuga St., Storm Lake, IA 50588. Copyright © 2009 by Siefer Consultants, Inc. Reproduction in whole or in part is strictly forbidden. Quotations must have the written consent of Siefer Consultants, Inc., must credit “Internet
Banking Growth Strategies” as the source, and include the current address and subscription rate.
The materials in this publication are illustrative only, and are not intended as a definitive
analysis of the subjects discussed. Readers are cautioned to consult with their advisors
regarding the application of these materials to their particular situation, and the specific effects
of any applicable Federal and State laws.
HOW TO MARKET
(Continued onON
pg. 4)
YOUR INSTITUTION
FACEBOOK & TWITTER
Today, getting “likes” and “followers”
on Facebook and Twitter can help
your institution run low-cost, yet highly
effective, social media campaigns.
Because of this, it’s easy to see why
institutions everywhere are looking
for ways to improve their social media
presence.
Fortunately, our new 71-page
manual can help! “How to Market
Your Institution on Facebook &
Twitter,” contains the ideas you need
to run successful promotions.
And because the ideas in our
manual have already proven
successful in banks and credit unions
nationwide, you can use them with
confidence, knowing they will also work
in your institution. Here are the four
chapter headings in our manual:
Chapter 1: Making the Leap Onto
Social Media
Chapter 2: Successful Strategies
for Attracting New “Likes” & Followers”
Chapter 3: Building a Brand and
Promoting Services Through Social
Media
Chapter 4: Ideas to Effectively
Communicate Via Mobile Banking,
YouTube, and Podcasts
And here’s some more good news:
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How To Market Your Institution On
Facebook & Twitter
Plus Other Social Media
Success Stories
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November 2011
page 7
Internet Banking Growth Strategies
FACEBOOK EVENTS
Here are six events to generate
buzz for your Facebook page
n
Movie-themed evenings and seasonal contests
A
s explained in the article starting
on page 1, The Paducah Bank
and Trust Company ($500 million,
Paducah, Kentucky) has grown its
Facebook page to over 4,300 followers,
thanks largely to offering engaging and
interactive activities.
www.paducahbank.com
Highlighted below are six popular
Facebook events the bank has offered:
1) A High School Video Contest
The bank’s 2nd annual “I Love
Paducah Video Contest” welcomed
all high school students in Paducah/
McCraken County to show and tell in
60 seconds why they loved Paducah
Bank.
The grand prize for this year’s
contest was $599 in cash; second
place received an Apple iPad 2, and
third place received an iPod touch.
Susan Guess, Senior Vice
President/Marketing Director, says
that the winning video of the contest
last year ended up as a TV spot for
the bank. (Watch the TV spot here.)
The video featured the song
“Lay ‘Em Down” by the band
NeedToBreathe. “At the time, they
were pretty unknown but then this
year they opened up for Taylor Swift,
and we ended up getting the rights
to that song from them,” says Guess.
“It became the TV spot that we used
most of the year.”
She says the high school
video contest gives the bank the
opportunity to speak to an important
demographic.
“We sent flyers to all of the high
schools, and the school systems
posted it on their own Website, so
there’s an opportunity for us to reach
into the schools and particularly into
a market that’s opening checking
accounts.”
November 2011
2) Snowman-Building Contest
During this contest, people posted
a photo on the bank’s Facebook Wall
of the best snowman they could build
and were encouraged to be “creative,
over the top, and to think outside of
the box.”
The winner, selected by the bank’s
“certified snowman council,” received
a 32-inch Samsung LCD HDTV.
3) Super Hero Contest
Recently, the bank ran a “Super
Hero” contest that called for entries
from those ages 12 and under to
be selected as a “WOWBoy” or
“WOWGirl.”
The entrant who came up with the
best WOW Super Hero costume, which
Bank’s “Premier Evening” Invite
sex city
Join us for a screening of
and
the
at Maiden Alley Cinema
May 25
Tuesday,
Cosmos at
6
Movie starts at
t
PM
7
o
PM
Sex and the City 2 premieres on May 27
MEMBER FDIC
t Watch video for details on how to get our tickets.
Limited Seating. First 100 that RSVP on Facebook star ting
Tuesday, May 18. Watch video for more details.
Source: The Paducah Bank and Trust Company (Paducah, KY)
were posted to Facebook, won a bike,
$200 in cash, and a personal visit from
the bank’s ice cream truck.
To go along with the theme of
this contest, the bank also posted a
YouTube video of an employee dressed
up as a “washed-out” super hero, says
Guess.
4) A “Paducah Bank Premier
Evening”
Guess says that since the majority
of the bank’s Facebook followers are
women, it held a special screening of
the movie “Sex and the City” at a local
cinema to help celebrate the coming
release of “Sex and the City 2.” (See
the invite shown below, at left.)
The movie started at 7 p.m. and
Cosmos were served at 6 p.m.
Seating was limited, so the bank
asked people to RSVP on Facebook,
starting nine days prior to the event.
5) Personal videos from Guess
and the bank’s social media
consultant, William Sledd
“William and I did some videos
early on where we talked about
Facebook and the things that we had
coming up,” says Guess.
For example, one of these videos
features Guess and Sledd inviting
people to the bank’s free summer
community concert, where attendees
could get free drinks, hear live
music, and even get the chance to
win one of two iPads.
6) A 2-Year Facebook
Anniversary
To help celebrate its second year
on Facebook, the bank posted an
invitation on its Wall to a back-toschool movie night, where the movie
“Up” was shown at an amphitheatre.
There was no cost to attend the
event and free popcorn, ice cream,
water, and prizes were available.
Attendees were also able to help
local students in need by bringing
school supplies for distribution.
Source: Susan Guess, Senior Vice
President/Marketing Director, The
Paducah Bank and Trust Company,
Paducah, KY; phone (270)575-5723;
e-mail [email protected].
page 8