Building Social Campaigns for Fall and Winter 2018 - Social Assurance
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Building Social Campaigns for Fall and Winter 2018

June 28, 2018 10:30 am
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As we roll into the second half of 2018, it’s a great time to look at upcoming social campaign opportunities brought on by the fall and early winter months. Social campaigns are an excellent way to engage with your community, expose your brand culture and build a social following. Social campaigns can be short, sweet and extremely effective.

Join the Social Assurance team for our monthly webinar as we discuss some creative social campaign ideas for the upcoming months. In addition to fueling your idea generation, we will also dive into a discussion on:

  • The value of social campaigns
  • Building a campaign strategy
  • Drafting terms and conditions
  • Boosting campaigns with PPC
  • Analyzing results

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Ben Pankonin 0:08
Well, good morning, and welcome back to another episode of our webinars with social insurance. We’re going to be talking today about building social campaigns. We’re actually planning ahead for once, so we’re going to be talking a little bit about fallen winter campaigns. So for many of you, who were looking for new ideas, things coming up, this is a great webinar for you. And I am Ben penken. And if you’ve been joining with us before, you’ll you’ll know my voice, I meet you at conferences and you say, Oh, you sound familiar. So, for those of you who haven’t, who haven’t met me, I helped start social insurance. And I’m joined here today with our very own Becky Voss. Welcome, Becky.

Becky Voss 0:54
Hey, Ben. It’s great to be here. I’m excited to to hear what we have to say.

Ben Pankonin 1:00
Yeah and and so we’re in a unique time almost halfway through summer. I know that’s a little scary for some of you. But we’re in that spot of preparing for one of our busy social media seasons towards the end of the year and we just thought it would be a great time to talk about new ideas, things like that and talk all things campaigns. I noticed a few of you have started sharing on Twitter we’re using the hashtag bank social. So if you are on Twitter, jump into that conversation. We’re having some some good conversations already with with some regular attendees. So So feel free to jump in. I’m sorry, it’s the hashtag is social bank. So thanks for the correction. My Twitter Pete’s are quick on the on the draw there. So for hashtag social bank, jump in sharing the conversation with us. We’ll be talking in real time there. If you are do have a question and you’re in the webinar. Also, over on the right side, you’ll see, for most of you, it’s on the right side, there’s a little panel, you can chat with us. We’ve got a few people that are responding to those chat conversations here. So feel free to jump in if you’ve got specific questions. I’ve got some people here that are going to be interrupting me with with however, means they have to to stop us to make sure we jump into those questions. So first things first is we talk about social campaigns. We’re going to talk a little bit about why campaigns, we’re going to talk about types of campaigns, examples of campaigns, and then we’re going to talk Lastly, a lot about how do we execute on a lot of those campaigns. So first, one of the things that would like to highlight when we talk about a campaign is that, you know, a campaign like Oren klaff says here, people want what they can’t have, and they chase that loop just moves away from them. So when we think about how people in racked with a campaign. They want something that’s, that’s in the distance, right? It looks like it’s moving away from them. For many of you, you experienced this, when you were dating, you experienced this in a lot of ways when you when you interact with others, but in campaigns and marketing, this couldn’t be more true that people want something that that’s not easily attainable. And that’s one of the things that helps us when we think about a campaign. And they want something that’s that appears to be moving away from them. So that it’s a great way for us to think about. And he also talks about they value, the things that they pay for. So simply just giving people things all the time, doesn’t always provide that kind of value. So when we’re designing great campaigns, they really have three elements. One of those is it creates an element of scarcity. And we’ll talk about some specific examples and and why that is. But it creates an opportunity where we don’t know how many are left and simple supply and demand, sort of give us that example of this is this could be more valuable than maybe we perceive it to be. So that’s one of the things we want to we want to highlight. The second thing that we see in a great campaign is that it it limits the opportunity window, right. So it specifically has a start and end time period. And there are a lot of examples of that in the marketing world. we’ll highlight a few of those. But great ones that have these first two elements create a phenomenal amount of engagement. And I’ve never seen one better than the pumpkin spice lattes. We’re talking about fall campaigns.

Starbucks in what they created with a pumpkin spice latte created something phenomenal. And and the way that they did it was actually kind of unique. Catalina was one of the original designers of the pumpkin spice latte. And what she did was created this, this element of nostalgia, that she wanted to bring people into Thanksgiving. And what she says I think is particularly applicable to the market that all of us want to reach. And that is young people who do have an element of nostalgia. We want things that are throwbacks, and she’s helping us realize that it’s a generation that’s attached to youth. We want to be attached to that as we’re going forward. But the thing that we see with the pumpkin spice latte, is that it has a limited window. So we have this appearance that even though There are millions sold inside of Starbucks. And now every other brand is trying to replicate. We feel like it’s scarce because it’s only available in the fall. There’s no physical reason why Starbucks couldn’t sell pumpkin spice lattes throughout the year. But that wouldn’t create the same kind of meme worthy attention that Starbucks has been able to generate. And now these other brands are following suit. So, looks like we’ve had some questions come in here as well.

Becky Voss 6:32
Yeah. Hey, Ben, it’s Becky. And this pumpkin spice latte campaign reminds me of maybe one of the first companies to do that, which was McDonald’s with that McRib sandwich, would you say?

Ben Pankonin 6:46
Yeah, you know, MC rib is a hometown specialty actually here in Lincoln, Nebraska. So cool. pines dad invented the MC rib. And so it’s a funny story. I use a food scientists here but It’s funny that you bring that up because it is that limited availability. So we see restaurants do this all the time, the daily special is a great example. You know, when we look at the daily specials and say, I’d better order that today, because it’s probably not the same thing tomorrow, or it’s $1 offer. It’s, it has different appeal to me, when we look at the way we structure a campaign. That’s one of the things we’re doing. The other thing that I think is really interesting, that comes out of a campaign is that oftentimes, we as marketers, and as humans, we feel limited when we say well, why wouldn’t we want our customers to experience this year round? Why wouldn’t we want to expand these things? But when we take creativity, and we narrow it, and we provide some level of restraint, that actually enhances our ability to be creative, when we say what is it about Fall that appeals to our customers, what is it that they want to do, and we narrow that window. So maybe we give ourselves a 10 day campaign or a one month campaign, it actually enhances our ability to be creative in a lot of ways.

Becky Voss 8:14
Cool. So Ben, one of the questions that we have here is talking about our purpose of campaigns. So when we think about our organic social content, a lot of the times we as financial institutions are posting about our community involvement. And we’re talking about things that aren’t product related. So where would you say our intentions and our goal should lie around campaigns? Are we trying to sell things or are we trying to drive traffic? What would you have to say that?

Ben Pankonin 8:47
Yeah, I think there are a lot of different types of campaigns. And sorry for those of you who are now craving pumpkin spice lattes, according to Twitter, but we’re going to move into a lot of different types of campaigns. So as you reference, some of those are for branding purposes, we just want our brand awareness out there. Some of those are because we want, you know, valuable products, you know, we want to limit the window or we want to highlight a product for a specific amount of time. There’s a lot of different ways that we might address campaigns. One of those would be with things like giveaways. So a lot of these are designed to increase engagement. So a lot of times these sorts of Giveaways are designed around specific posts, and we’re trying to really provide a high amount of reach there. Those are usually relatively simple campaigns, usually kind of one or two steps. So not necessarily always super complicated. Another one that we see done frequently is the photocopy contest. So those photo contests are typically done through third party apps. We design these, you know, on a weekly basis, wherever we’re receiving photos that come into a submission app. They’re then usually voted on. Now, voting contests. Unlike the kind of typical giveaway, the typical giveaway is like, I’ve got a photo, I’ve got some text, and I want to allow people a window in order to win. Now, the photos submitted, contests oftentimes start to create different levels of complexity. We’ll talk about it a little bit in our compliance section, as far as the difference between what we call a contest versus a sweepstakes, but when we have a contest like this, where it involves voting, that typically means we have others layers to start to consider. One of those is, how are we going to advertise that we want photos? Who do we allow to submit photos? Now, we know that we can’t require customers only

to submit photos that would enter us into a category that would be deemed as a lottery. But we know that we want to solicit as many photos as we can, because that is what starts to become viral. But what we found also to be very successful is often when we have employees submitting photos or stories. So sometimes employees can be a nice way for us to narrow things and get our employees engaged in this process. The really fun thing that we’ve seen out of those kinds of campaigns, I’ve had a number of marketing managers who have reached out to me and said, one of the things we didn’t anticipate when we’ve done this contest well, is that our Our employees were very excited to be a part of our institution. They felt like they were more a part of sharing their information and sharing what we’re doing. And they felt empowered by that. I think that’s a really important thing when we start to engage the millennials within our own office to make sure that we’re all in this, and we’re all helping to promote that brand image well. So we’ve seen some great advantages to having employee only contests in photo contests. And that’s kind of a unique thing we’ve done a lot of times, but there’s a lot of different ways to get creative participation and maybe around an event or things like that. Charity donations are a fantastic one. We’ve seen a number of really good charity contests, where maybe you’re offering to, you know, match some level of donation, as I tell a lot of different banks. When you’re jumping into a charity type of thing. contest, you don’t always have to come up with a new budget, you know, maybe you’ve already determined that you’re going to give a specific budget to a nonprofit. And that was a donation that you’d already picked out. One of the ways to do that really well is to reach out to that nonprofit that you were going to give a donation to, and say, Look, here’s the reason we’re doing this. Sometimes I think we get in the habit of saying, Well, that sounds self serving, if I’m doing that on social media, but the reality is that we as banks, as typically larger donors in our community, what we want to do is get other people to be involved. And we want them to see not only the impact we’re making, but the impact that they could make if we’re participating in that giveaway together. So this is a great way when you’re presenting that to the nonprofit, don’t go to them and say, Hey, we’re going to give you $3,000 regardless, but we’re going to post it on Facebook and say we want to partner with you in this case. Give away, we have a budgeted amount. That’s what we’re planning to give. But we want to get our connections together to support your cause as well. And we want to see those two audiences linked, that can often go a long way for a nonprofit to realize that what you’re doing isn’t just to, to give money in that way or whatever donation or, or even volunteer activity, but it’s also to bring them into what you’re doing. And so you can kind of CO create that together in a way that helps helps create more engagement for both of you. So it’s really a great way to help the nonprofit to see that in a positive way. We’ve seen a number of these four, engaging posts, like so getting together and creating series of posts for specific topics. This one, you know, is kind of towards the end of the year holiday activities. We’ve seen a number of them on local types of aspects. Obviously, employees are a great place to start many times, but grabbing some content from those employees and saying what is it that you love about your hometown? Why is it that you’re engaged? What is it that you’re volunteering in? And those can create some great content for that specific period of time. So maybe you want to take something in September and start talking about you know, that it’s, it’s back to school, and how are we supporting maybe that’s a post a week, for a month.

Maybe you’re highlighting employees and what they’re doing for a specific event. Maybe you’re doing that leading up to an event as well. You know, we’re used to the 12 Days of Christmas we’re used to expanding those out. Now, for many of you that know me well. You know, I grew up in a hallmark store and and hallmarks been blind. For a lot of great things in our culture, but one of those is expanding holidays. And I think when we expand holidays, well, we’re seeing that we can design contests before a holiday. And after a holiday. Why have Christmas one day when we can have 12, right? It’s not just a hallmark and some more cards. It’s also so you can create a narrow window to to tie into that specific event. scavenger hunts have been really popular. We’ve seen a number of these where it could be at one branch, or it could be at 100 branches. But if you’re if you’re doing that, well, you can capture those and target those individual areas and show how you’re in that community. So there’s a lot of different ways to run those. Again, photo submission contests are great when we asked when we can highlight individual aspects of community. So They don’t have to be all driven by social media. So I’ve seen a number of institutions and and worked with a lot of them who’ve said, Let’s use email. And let’s use some specific targeting. Now we’re going to talk a little bit later about how we target with paid social to help drive some of the engagement at these contests. But we want to take into account email. And we want to take into account how we advertise these things in a branch to be successful drivers of getting that engagement. A photo submission contest is only successful if we get enough photos initially, and we get some virality to those photos.

Becky Voss 17:43
Hey, Ben, we’ve got a question about these different types of campaigns. Which of these have you seen be the most effective and what elements actually lead to that effectiveness?

Ben Pankonin 17:56
Well, I think it always comes back to your objective Do you want engagement on your page? Do you want? You know, we had a really great bank we’ve worked with for a long time, that, that asked us, they wanted to redesign some things inside their branches. And they said, We’d love to do a landscape photo contest, and we think is a great way to engage our community to get people engaged in what’s going on in the branch. And so they used a photo contest for that. And I thought it was a great idea on their aspect. So we solicited photos in their markets, to make sure that the photos that they had in their branch were actually generated from the community. I thought that was an interesting aspect. And you know, there’s a lot of different ways we’ll, we’ll analyze a lot of different ways to measure those. But if that’s engagement, there’s there’s some some specific strategies if all you want is a little bit more engagement on your Facebook page, and to maybe wake it up. So if you’ve had a Facebook page, or even Twitter profile that just hasn’t had much action lately. You know, going into Facebook and asking people to like or comment on a photo for some sort of contest is a great way to start waking it up and getting people to be active on your page again. And that doesn’t, that really doesn’t take much to make that work. Now, if you want to get a deeper level of engagement, and you want to start to layer in how how products work over time, you know, we might start thinking about a more complicated contest. You know, this is one we’re doing where we’re, you know, this is an example of one that we’re doing where we’re, we’re soliciting photos. We’re also having people participate, and, you know, like and share A lot of these involve some sort of giveaway or things like that they don’t always have to be expensive. We’ll talk about some of those giveaways. But a lot of times, you know, we’re soliciting photos, like in this case, to make sure our brand is in front of them. A lot of times we see really great engagement, when we put the brand in front of it, we want you to take a photo that involves our banks brand. So maybe that’s with a pen, maybe that’s with another form of swag that you’ve been giving away a koozie. A bottle a towel, we’ve seen a number of different things where, where a bank might take some swag that they’ve invested in, and partner that with specific giveaways, and that can be a great way to get engagement on that. So rather than just simply giving this away, you’re using that as a prop in your photo contest. So we’ve seen some great examples of doing those. There’s a lot of great ways to use hashtags within content. as well. So sometimes that’s for something like an Instagram campaign. But also using that within Facebook can help link that from Facebook, to Twitter to Instagram to make sure that the hashtag ends up being a core part of your contest or campaign. Yeah, I, I’m, I’m a dog lover. So I thought this was this was a fun one anyway. But the great thing that they’re sort of bringing into that is understanding that, hey, we can we can link the different platforms together because they’re all embracing a hashtag now. So it’s a great way for us to brand that as something that’s unified. But then we, you know, we can really encourage a lot of those comments and interactivity on each of those posts.

Now, this was kind of an interesting one, where, you know, they’re focusing more on the hashtag, but less on the photo. So we want people to post you know, With a hashtag. And you know, that can be a great way to start to get some engagement. But, you know, we don’t actually have to have a photo involved. So, you know, we want to make sure that we save a few of the don’ts as well. I had some questions lately about posting photos to your page, that’s typically something we would want to avoid. So if we are doing a photo contest, we would want that to go through an app so that we could review it before that photo gets published on your social profiles. It’s one thing when we’ve got comments, and we can, we can manage those sorts of interactions. But if we’re soliciting photos, there’s not a lot of great ways to filter those without, you know, having an approval process. So typically, having a third party app is the way to do that, for something like that. And we talked a little bit about, you know, contests and, and different ways to to do those, as combined with other partners like a charity But there’s great ways to look at, you know, localized events as well. So it might be that you’ve got, you know, in the next couple months, you might have some state fairs or things like that, that are coming up. Those are fantastic options, whether you’re the sponsor of the event or not, that’s a great way to to jump in and partner with that. So holding some contest to give away tickets, or things like that can be really great. But you know, it can increase some exposure to your page. And you can also partner with the venue themselves oftentimes. So it may be that, you know, your local coffee shop has a concert series, you could you could help work with them on that. Maybe you help take that outdoors. And there’s a lot of different ways you can do that. Another one that’s often overlooked is the q&a contest. So asking questions on your page is a is a quick way, you can do that as something that’s an ongoing process. Or you can do that as something that’s just a quick, you know, you don’t even have to do a giveaway, you could just ask him a question and have that go on to your page. So that’s great way to do that. And you can ask, you can ask that as an ongoing process as well.

Becky Voss 24:24
Cool, Ben. So with all of these different types of campaigns that we can put together and build, what would you recommend as a good lead time for planning one of these campaigns, whether it be a partnership or one of these other contests or lotteries? How much time should we put into planning?

Ben Pankonin 24:46
Yeah, so what I would look at oftentimes is I love campaigns that marry up what happens offline, with ones that happen online. So if you’re making an investment, you’ve got that concert, too. Every year or you’ve got that specific sponsorship or activity that you’re already doing, let’s double down on those. I think those are sometimes the most effective if you’re, if your employees are already engaged in that type of campaign, if they’re already involved in, say, a volunteer activity, let’s sit down with the people who are helping coordinate that. And then let’s double down on it. I think those are really effective. So if you’ve got something that’s coming up in three weeks from now, and you say, hey, I’d like to just figure out more ways to get attraction for that event. You can absolutely get something done in in three weeks, you could get something done today, if you really needed to. So when you think of campaigns, I like thinking of the two sort of extremes A lot of times, they’re really small campaigns that you can do. You could do one this afternoon. If you really want to, you know, hey, like something on our page or ask a great question to get some organic traffic back on your page. That’s a great way to just get a little bit of traffic. And you could put a little boost on that post, ask a great question. Get some engagement on your page, that I think those are really easy and tangible. Now, if you’re like some of the larger contests we’ve done, where we’ve given away, you know, fishing boats, or we’ve given away landscaping projects, or a lawn mowing for the summer or things like that, that are much larger, beyond say, tickets, whatever. When you start thinking about those types of campaigns, you have more complexity involved, and obviously more planning to do before those. So those are ones where oftentimes, you want to talk to a partner who’s maybe done a similar contest before. You know, in those capacities, that’s something that you know, is a great one that We typically kind of want to think a little bit more about. And specifically, as we start talking a little bit about the compliance objectives for some of those, we do want to make a quick kind of disclaimer here, I’m going to, I’m going to be relatively brief on the compliance just based on some of the registration stuff, we didn’t have quite as many questions around compliance. That’s something certainly I’m glad to talk about, you know, in other more specific conversations, but oftentimes, these are tailored. And so a few things that you want to make sure that you know about before you’re planning a contest, or working with somebody on contest. Number one, we don’t want to conduct a lottery. That is one of the things that will get you into trouble very quickly. If you are requiring a purchase necessary, or a customer relationship, that would be the key thing that would that would start to make that a lottery. So that’s it Rule number one, no lotteries, no lotteries for any of you. Those would be unsanctioned lotteries. And we don’t want to get in trouble for that. The second one is to understand when you are working with terms and conditions, the difference between a contest or a sweepstakes. A contest involves a game of skill. So a photo contest in which you’re asking people to submit a photo as a part of the contest and get some level of voting, that would be a game of skill, we would be working on a contest at that point. So your terms and conditions and guidelines would be centered around a contest at that point. If you’re simply asking people to like a photo, or even comment on a photo as a randomized chance to win that is not based on skill, then that would be a sweepstakes. So your terms and conditions are going to look different based on that being a contest or that being a sweepstakes, and those will be kind of fundamentally different.

Becky Voss 29:12
So bear in this scenario with the contest versus sweepstakes, sweepstakes, how do you differentiate those from a lottery a lottery, you have to do something in order to be entered Is that accurate? So it’s

Ben Pankonin 29:24
a lottery requires a purchase. And so if you have any sort of requirements, that would involve being customer, making a purchase, you open a checking account for a chance to win. Those types of things would, would require that that would put you into that lottery category pretty quickly. So any sorts of those, you know, customer requirements. That’s really what starts to put you into a lottery and dollar amount doesn’t matter. Obviously, you know, a lottery ticket is pretty, pretty inexpensive. But, but that kind of puts you into that category with any of those sorts of requirements. So want to be really careful on that, you know, if we work with a lot of institutions that might do sort of narrow eyes, they might do a day where they, you know, have a lot of activity or things like that. Those specific days or activities are great opportunities. But we’re typically wanting to structure that around, you know, either that contest or sweepstakes, depending on on how we’re having them show up. There’s also things that we want to allow for, if people need to participate in other ways you can have you know, some people are concerned about it, specifically, if it’s a larger contest, that people could maybe mail in an entry. Those are really good. I don’t think we’ve ever had anybody mail in an entry, but you can always allow for that sort of thing as well. So there’s a lot of different things. You can Start to incorporate there to make sure that specifically people you know, that might have disabilities or things like that could still participate in your contest or activity as well.

Becky Voss 31:12
So been another question about the lottery. And I live in St. Louis and one of my community banks, in my, in my area offers a Cardinals jersey, when you sign up for a new account is a free gift like that, when you open, you know, a DDA, is that a lottery? No,

Ben Pankonin 31:32
no, you can, you can offer things as long as you were, you know, not making that sort of a random thing. If If you said in order to participate in this contest, you have to an open account. That would be a problem but you know, no free gifts are still. We have a lot of people are doing free gifts. It’s when we kind of blur those worlds and we Say, you know, so a lot of times what you’ll see is, hey, you could win this barbecue grill for showing up to the bank. By the way, we’re opening checking accounts today, that those are sort of different. And you have to make a clear line that those two activities are slightly different. You could go enter for a chance to win the barbecue grill without actually signing up for an account. That would be kind of the difference.

Becky Voss 32:25
Cool. One other question here on these campaigns, and this one is specifically about highlighting your customers. And I know we’ve talked about this in the past as it pertains to businesses and you know, giving your business clients a shout out, but in particular, this question was out what is about a, you know, a specific person in specifically their profile sharing their information and, you know, highlighting in this example, a woman who’s 30 has a couple of kids, she’s on the parenting board, and just really trying to align that other folks and These, these stages of life can benefit from this organization. What would you say to highlighting your customers in that way?

Ben Pankonin 33:09
Yeah, I think I think we want to highlight, you know, and be very cautious when we are talking about customer relationships. So there’s a lot of ways to talk about our activities, even when we look at business customers. So we can talk about how we’re partnering with a local venue or restaurant or things like that, without highlighting that it is customer, the same on the personal side, where we can bring people into, you know, the account opening party or things like that, and we can make it more about the party in the community. And we know that if we’re driving traffic to that branch, or we’re getting more people active, then we will get some of those things by nature of that happening anyway. And we don’t have to highlight that they made a purchase or that they did any of those things. So one of the other things I wanted to highlight a little bit about the the terms and conditions are, you know, we need to make guidelines for our contest specifically. But we also need to be cognizant of where we’re actually advertising this activity. So Facebook, Twitter, Instagram, being the top three platforms have specific requirements. So a couple that I’ll highlight. Facebook is certainly the one I get the most questions about is that and Facebook has the most rules around their contest. So those would be things like you can’t require someone to share or or tag a friend. And they their guidelines do restrict that. They also make a requirement that you can’t ask specifically for likes to your page in that contest, and a lot of ways in there, there’s a lot of gray area around That. So usually when we’re looking at a contest and the verbiage around that, I’ll be very specific that asking specifically for likes to your page would would would violate Facebook’s guidelines. But there are some other things that you could ask for. And so, you know, you could ask for some engagement or things like that. They, you know, you have to tell people what you’re going to do with that entry data. For many of you, you’ve been looking at some of the new privacy guidelines specifically with the EU. And that’s a that’s something that you have to do there anyway. But Facebook is starting to increase how you’re going to interact with that data as well. Obviously, in light of the things that they’ve been having over the last few months. And then you know, you do have to be very specific about all of your entry requirements, many of you when it involves financial products, this becomes a really difficult issue because Facebook will decline a lot of those materials if you’re not properly disclosing on within a one click rule. So if you’re talking about a checking account and Becky’s example that free jersey that you’re going to get, but you’re not specific about what you need to do in order to ensure that Facebook will decline your advertisements for that type of activity. So that’s definitely something you want to be very clear on. And, you know, just from a customer relationship standpoint, I think it’s also something you want to be very clear on. So your full Terms and Conditions need to be present when you’re making that sort of advertisement, so you can’t be vague about how that relationship might work. Twitter doesn’t have very many restrictions, quite honestly, these

are really not too difficult to comply with. Instagram has a couple you know, you can’t inaccurately tag content or encourage users to do to tag content, so you can’t tell people to tag them photo themselves in photos when they’re not actually there. So that would be one that I have seen people have some difficulty in. And obviously, it’s, it’s driven by people wanting to say, hey, if I tagged myself in a whole bunch of photos, then that will probably create some virality to the contest. So that would be pretty much the only major one that Instagram would take issue with. So when we start tracking results for contests, we want to talk about things like impressions and reach and engagement. So how many engagements are we getting on that specific post that maybe we made, but we also want to see how many impressions of our ad or our image, so not all of those impressions are equal. And I think that’s one of the things to take into account when you’re creating those. If you’ve got your logo in your impression and you’re getting 10 or 20,000 impressions, have your logo out into the world, that becomes a really important one. If you’re seeing an engagement of people sharing some activities that aren’t as closely associated with you, that might not be as great of a result. So, each one of those contests, you do want to hold a little bit in their same bubble to understand which ones are more valuable.

Becky Voss 38:26
Cool, Ben, I have two questions specifically to Facebook’s terms and conditions. The number one is if I offer a free gift to the first 50 people that come in and discuss a product with a banker, no purchase required, will that fly with Facebook?

Ben Pankonin 38:46
So if they came in and

Unknown Speaker 38:50
just ask the product, they don’t have to purchase anything or sign up for anything just to chat.

Ben Pankonin 38:56
Yeah, yeah, that should be fun.

Becky Voss 38:58
Okay, another question. Have is from someone who keeps getting their ads rejected by Facebook when they’re trying to showcase mortgage options. What would you recommend that person do?

Ben Pankonin 39:11
Yeah, I’d be glad to chat with you on that one. There are. So Facebook has some specific guidelines around promoted posts, or advertisements that have financial information in them. So they have a specific section within Facebook’s guidelines. And one of those is to be very specific about the types of products how your marketing that some of that’s in the copy. And they are oddly specific about it. So I if you’re running ads on Facebook, for financial products, you’ve run into this. That is I’m not, you’re not unique in that that’s a very common issue. And one of the things that you’ll want to do If you’re talking about a product, and you sort of have your post with an image next to it, and that’s all, you’re probably going to get flagged, because Facebook’s going to say, there’s not enough information in this, you know, hundred or 200 characters for the person who’s viewing it, to be able to see what’s going on in this financial product. So that would be one of the issues. So you’ll probably need to link to your full terms and guidelines. And that page needs to be accessible as well. So it can’t be we can’t be linking them to a page that doesn’t have any mobile options to it, we need to link them to a page that someone on mobile could clearly see what the opportunity is. So there’s some very specific things that you’re going to need to make sure you’re complying with there. Otherwise, Facebook’s just going to reject that ad.

Becky Voss 40:58
So that’d be a great opportunity. folks to actually have a conversation one on one with us about that, and the details that go around that. Would you agree?

Ben Pankonin 41:08
Yeah, yeah. I’m glad to I’m glad to have those conversations, you know, around campaigns. You know, some of those, when you’re designing your campaign, you want to think about that on the front end. So that’s sometimes an easy conversation. And sometimes it’s, it takes a little bit more time to think about it. But when we’re creating all of those campaigns, we want to make sure that they are advertisement friendly, because as many of you has started to find out that we talked about it a couple months ago on one of our webinars that the the decline of organic results for Facebook means that we need to promote most of our posts. And specifically before investing in a campaign. We want to make sure that, you know, the markets that we’re serving, see this campaign. There’s a lot of different ways to do your targeting around campaigns. So that could be that you’re spending advertising dollars based on interest level. So maybe we are promoting a country concert in at the county fair. And we know that there’s a radius around that, that we want to advertise to people who are interested in country music in that specific area. That’s a great way to sort of build your target audience. But there’s a lot of other ways to do it as well. So typically, when you are looking at at those posting campaigns, you know, we want to look at how we can design those specific ones to increase page follows, page likes, and then interest levels. So if we create multiple ones with different market areas, maybe you’re you’re spanning multiple states, and you want to create some ad targets for those specific campaigns that you’re doing or giving away. That’s a great way to target those individual states with individual ads. That might correspond more with that state or location that you’re you’re trying to target. So that, you know, increase page follows can be, can be very specific. Another one is, is just looking at reach, you know, spiking your reach score through advertisements in a short campaign, what we want to do is see some results, kind of like this graph where we’re spiking that, that traffic through a campaign. And then we’re seeing an uptick afterwards for that contest as well. So we want to see that spike, but it just, it increases it for you know, longer than just that one or two day period. We want to see that that extend over time. And in this example, this would would have been a great one for us to hit that two weeks later, and and probably hit another opportunity to make sure that we’re getting some good traffic Again, one of the things we want to do is if we’re getting some paid traffic, we want to follow that up with some good organic traffic right afterwards. So you want to make sure that that also corresponds. So don’t forget, if you’re giving a good giveaway, if we do a good giveaway, maybe we can get some traffic from that contest afterwards, if you just won, you know, tickets to go see Beyonce, you can ask that person when they come into the branch, Hey, would you mind sharing any of your photos of this experience? Now you might choose not to use them for for obvious reasons, but you might find that they’ve got a great experience. And that’s something you can share and say we we help this person to have this kind of an experience. And that can give you some of that organic traffic a week or two weeks after you finished your giveaway or around that specific event. you’re grabbing tickets to that county fair or messaging the people who are going to that event

oftentimes We have bank personnel who is headed to many of these events that we’re either doing giveaways for, or we’re doing sponsorships for if you can message them and get some of that content back at that time of the event, that can be some great traffic to give you that lift over time as well. So just some quick stats that we’re seeing some very similar results reflective of some of these cost per click numbers, but boosting your impressions is a great way for us to get some of that activity and then stronger campaign performance through some of those Pay Per Click channels. So, you know, you might be giving away something for $100 you know, and that’s, that’s a common for a price point, but you might end up spending $500 to make sure that you know, your market is seeing that just didn’t pay per click. So there’s a lot of things to think about as it results to there. Now when we think about choosing a prize, there’s a few things that are kind of my do’s and don’t list as we think about those one would be, you know, donations to charity or great, you know, gift baskets or local goodies. We’ve seen some people put together some great things from different communities and make that part of their giveaway. So it does have that local feel that bank local kind of feel, giving gift certificates, you know, specializing in vendors that have some some virality to their traffic as well. You know, tickets, Visa gift cards, and often what I

think is things that people wouldn’t buy for themselves. So that could be, you know, a purchase of something that they would definitely use, but they wouldn’t often buy it for themselves. Those are great giveaways. It could be an experience to something that maybe that person or their family would appreciate. A trip to that waterpark, an overnight stay at a really unique place or giving them You know, an evening out for doing something special. And we can highlight those around families. If you wanted some or couples, or depending on the type of season and event that you’re looking for, we’re coming up on football season here pretty soon, we’re coming up on a lot of those fall activities, where families are starting to do more school and educated type of content. those are those are phenomenal. But also on the don’t side, don’t forget what what kind of tax implications and we’ve seen some examples of contests where they started to do college savings plans or things like that. And they said, Well, you know, wonder if we could, you know, sort of load those and give some cash to young people things, we might have some tax implications to think about. For the winner of those contests. We might have to fill out a bunch of paperwork for some of that. We also want to think about if we’re giving something away to specific events, if if there are any restrictions from that event or that venue, those might be important. Your Money isn’t always best. Sometimes we have that perception that people just, you know, want the cash. A lot of times, you know, when we give them that hundred dollars, we don’t get much in return for that, where if we give them something of an experience, oftentimes we do get some rich content or experience that they will then link to your brand coming back to you. So those can be really good. And then, you know, we always want to figure out how, you know, how are we going to contact the winner. And if you’re having them enter any sort of contest, or you’re having them submit some things, we want to think about how our photo release is going to work. If they enter this contest. Oftentimes, we’ll put disclaimer language within those guidelines to say we’d like to have a photo release so that if that person comes in to collect their winnings at a branch, we’d like to take a photo with them. We may or may not use that photo directly, but we’d like to use it We’d like to celebrate these wins of people who come into our branch and are and are having a great experience. We’d love to use that to market to their friends. So there’s a lot of little things to think about there. And, and quite honestly, there’s a lot of things to think about overall and, and this whole webinar isn’t designed to overwhelm you, hopefully, there are some specific things that you can take away. But as you’re thinking about those, make sure that you are thinking about those checklists, we typically put together, you know, dozens of items in a checklist for every contest that we’re putting together. And I think that’s something that you want to build. If you’re going to be administrating your own contests, make sure that you have your checklists, make sure that that app works, make sure that if you know how to find the users after they’ve won the contest, if you’re doing that on social media, make sure you can collect all of them. So if they’re tweeting with a specific hashtag, or they’re replying back to you, you want to be able to make sure that you have the full list in front of you, you can dump it to an Excel and then pick that random winner. So all of those types of things end up being things that you want to make sure you’re collecting all together look like we had a few more questions come in as well.

Becky Voss 50:26
Yeah, then we had a lot of people just appreciating the different ideas for these upcoming campaigns and summer is a great time to start thinking and planning for the fall. I know in Nebraska, a lot of our fall activities circle around college football. So thanks so much for sharing all of those.

Ben Pankonin 50:44
Yeah, so we had a lot of great ideas. You know, come in, you know, I had a number of you as well that messaged me and and so thank you so many of you who said, Hey, we’re doing this contest or we have this activity. It worked well. Or here’s what we’ve learned. So that’s how we all get better together. So, you know, feel free to use the hashtag. If you’re if you’re on Twitter, you can tweet us, tweet us there with, with how successful some of your contests or campaigns are, feel free to email me as well. And if you have any ideas or things that you’re working on, and we’d love to collaborate on some of those, and as you’re looking at, you know, at some of those budgeting requirements, it doesn’t always have to be large. A lot of times we’re giving away relatively small giveaways, it can be things that sometimes you’ve already budgeted for. So I think it’s a great way to start increasing a lot of that traffic. But thinking now about how you’re going to do that when you get back to school. You may also consider as we’re in the middle of summer, when the end of summer is hitting. Oftentimes people have had great experiences over the summer. And this is a great way I often see our role is content. duration, we’re taking those moments and memories that people are experiencing over a summer, or they’re experiencing in their life. And we as financial institutions are helping them to gather that and remember where they were. We’re helping them finance a lot of those experiences. But it’s, it’s more about their life in the end the life objectives that they’re living for. So anyway, we can help curate those will help increase that organic traffic for you. But it’ll also give you that opportunity to tell that story to other people. And if you’re promoting that with posts, or things like that, that can be really effective. So, again, we’re doing this webinar series every month, next month’s webinar. I’m particularly excited for those of you who know, Chris Lawrence. He’s the marketing. He’s one of the marketing directors at icba. And we’re going to be talking a little bit about the lead forward event that many of you’re registered for, which is, you know, an event for a lot of people Within, you know, icba related banks, but but Chris is talking and, and for those of you who know Chris on Twitter, he has he tweets oftentimes with the hashtag criticisms. And I caught him just a few months ago. And I said, I would love to highlight you and hear about your thoughts behind these criticisms. So we’re going to be talking a little bit about leadership, but from somebody who has a great role in bank marketing and gets to see a lot of financial institutions across the country and what they’re doing well, and what, what how they could improve. And so he has some great thoughts and thought leadership around leadership and marketing. And so I’m really excited about that one. next July, you’ll be getting an email about it to register. But stick with us. We’re excited to to really expand this series and find other ways to help you to market better and to market with confidence. So thanks for joining with us today. Look forward to chatting with you soon.

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