Know Me, Like Me, Trust Me . . . Online: Building a Personal Brand in the Digital Age (as a Community Banker)
Eric Cook MBA, Digital Strategist WSI Know Me, Like Me, Trust Me . . . Online: Building a Personal Brand in the Digital Age (as a Community Banker) Western Bankers Association Emerging Leaders Conference May 1, 2019 Eric Cook, MBA @EricCook
• Banker For 15 Years • MBA & Graduate School of Banking (GSB, Madison) • Bank School Faculty • Consultant Since 2007 • Focused on Community Banking and Digital Marketing • Three-Time Contributing Author – Digital Minds • Co-Founder - DigitalRCP • Let’s Get Social – About.Me/ECook
@EricCook 2 First, Let’s Get Online…
3 Scaled Monthly • Facebook logins • 525.6 Billion • Google searches • 2 Trillion • WhatsApp/Messenger • 13 Trillion • Emails sent • 99 Trillion
@EricCook 4 Cutting through the noise isn’t easy. . . @EricCook 6 Bank CEOs Are Doing It...
7 All While Mitigating the Risks
Security Compliance Reputation RELEVANCE Legal Issues Productivity Privacy
8 Let’s Meet Some Personal Branding Rock Stars Making a name for themselves…
@EricCook 9 @GaryVee
• The “regulation” crutch no longer works - INNOVATE • Above all else, customers value their TIME • Get out of SALES mode – you are there to ADD VALUE • Underpriced OPPORTUNITIES: • Podcasts, LinkedIn, YouTube and Facebook ads • Use DIGITAL as a gateway to real world IN-PERSON events 2019 #FBForum
@EricCook 10 #DailyGoldie
LinkedIn.com/in/goldie – Goldie Chan
@EricCook 11 Follow #hashtags on LinkedIn!
@EricCook 12 #Chrisisms
@ChrisCommando – Chris Lorence
@EricCook 13 The Girl Banker
@nwbartholomew – Natalie Bartholomew
@EricCook 14 Tips from The Girl Banker…
Branding Benefits Where to Start • People bank with people • Understand your value • Visibility in the marketplace • Determine your niche • Drive public opinion • Develop your social skills • Builds a network • Be consistent • Know your audience • Be authentic • Be patient
@EricCook 15 Follow Along…
Gary Vaynerchuk Goldie Chan • TW - @garyvee • TW – @goldiechan • LI – in/garyvaynerchuk • LI – in/goldie / #dailygoldie • IG - @garyvee • IG – @goldiecylon • YT - garyvee • YT - GoldieCylon
Natalie Bartholomew Chris Lorence • TW - @nwbartholomew • TW - @chriscommando • LI – in/nbartholomew • LI – in/chrislorence • IG - @thegirlbanker • Web – TheGirlBanker.com • IG - @ChrisCommando @EricCook 16 Become a Youpreneur?
• Conduct a Self Awareness first • Very Good vs. Struggle • Craft your story • Know me. LOVE me. Trust me. • Dream up your perfect customer • Who do you serve best • Spread your message • Content marketing is the only type of marketing left today
@EricCook 17 Who Do YOU Want to Serve? To influence your customers, you need to understand your customers
@EricCook 18 Here’s Something That May Help…
First-Time Homeowner Your Bank April 24, 2019
• Word of mouth • Social media • Still paying off • Time management • Existing deposit • REALTOR referral student loans • Saving for a down customer • Education seminar • Two kids in school, payment • Search engine or • Employer program sports, schedules • Intimidated by the digital • Credit card debt loan process
• Currently renting for the past 2-5 years • Married with two • Can they get a loan • How much will it • To feel dumb • To be told NO (work kids (< 10 years) • How does their cost • Hassle or a lot of with them) • At least one college credit stack up • Will they need a co- manual paperwork • To have to take time graduate • How much for a signer • To be un-informed off work • Age 30-40 down payment • How long will it take • Long decision time • HHI $50k-$75k • Dual employed
• Online convenience • Fair interest rate and • ”Hold their hand” • Other banking • Education and fees • Educate and conveniences information • Full financial partner prepare • Financial planning • Personal attention • Trusts their lender • Work long-term to services • Reputation (WOM) and the institution repair credit • Make it happen!
19 Creative Content Creation Source and create content that stands out and gets noticed.
@EricCook 20 Understand the Buyer’s Journey
@EricCook 21 Ninja Tool: AnswerThePublic.com
@EricCook 22 Content Curation Ideas and Efficiency
• Think about your “audience” and what they want to know • Find and share this information to help others • My two favorites to get you started… Flipboard and Buffer
FIND DISTRIBUTE @EricCook 23 How Put Flipboard to Work for YOU
• Success • Time Management • Entrepreneurship • Health • Business • Social Media • LinkedIn • Fitness
24 Share on LinkedIn
25 And Know How You’re Doing
26 Ways to Leverage Facebook
Stories Groups Messenger Video
@EricCook 27 Why Facebook Live?
• Live Video should be your #1 resolution this year • Interaction is 68% above any other FB activity • Best length 1-7 minutes, with 3-4 being ideal “Bankers should use video to • Use it to “edutain” your educate their customers and be audience there to answer their questions. Lift up • Love and Ha Ha most used the community you are serving!” reactions for videos ~FB Rockstar Mari Smith
@EricCook 28 Quick Chat About Chatbots…
@EricCook 29 Are Your Ready for a Bot-Driven, Platform Agnostic Solution…?
@EricCook 30 Some Cool Tools and Apps • Content sourcing and ideas • Nuzzel, Fipboard, SmartBrief (email updates too), Zest (Chrome) • Don’t forget local and national news sites • Image/video creation • Buffer’s Pablo • Canva and Adobe Spark • Lumen5 (videos from blogs) • RelayThat, Animoto, Promo, Wave.video • Post scheduling and interaction • Buffer • Hootsuite • Tweetdeck (part of Twitter now) Speaking of Nuzzel & Flipboard…
@EricCook 32 Recap…
It’s P2P Self Awareness Be Consistent BE AUTHENTIC
Know Your Niche Add Value Patience
33 Be Sure to Check Out Our 2nd Book…
Book #3 Currently in the Works!!! http://bit.ly/wsi-book2 (DOWNLOAD on Amazon Kindle for FREE) @EricCook 34 http://bit.ly/wsi-book2 Let’s Keep in Touch!
Eric Cook [email protected] About.me/ecook
@EricCook 35