Engaging Your Community at a Distance - Social Assurance
 
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Engaging Your Community at a Distance

April 22, 2020
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You are rising to meet the needs in the communities you serve. You’ve helped with Economic Disaster Impact Loans (EIDL), Payment Protection Program Loans (PPP) and an abundance of options for residential lenders’ deferment programs and HELOCs. How do you help your community, your employees and your customers to understand the impact you are making? How will you create engaging messaging?

Answering these questions on an internal and external level during the current crisis is vital. With changes to CRA looming and likely a flood of new community development loans, this webinar gives you a chance to think strategically about your community development.

Hear tips on how to Engage Your Community at a Distance, including how to:

  • Encourage support from your brand
  • Help employees find opportunities to make a difference
  • Track and highlight your financial brand’s impact
  • Best practices and rules of play

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Transcript

Ben Pankonin 0:09
Well welcome to another webinar with social insurance and as social bank webinar. I’m excited about this when we are talking about all things community and learning about community at a distance I’m been painting in a lot of you have heard me on these webinars before. But we are now on also with Danny cheney. So I Danielle, we got to make sure her audio is working as well.

Dani Chaney 0:43
Hello.

Ben Pankonin 0:45
All right. We’ve got your audio. Looks like we’re all good to go. We’ve been learning a lot more about everything virtual in the last few weeks. I keep hearing this phrase of the new normal Being how we’re describing everything. And, you know, there’s there’s a lot of changes for all of us. We were talking about some of those just today. I know you’ve got little ones at home for part of the time as well. Did you threaten them a little bit before this webinar?

Dani Chaney 1:15
You know, I just saw the most there was an emergency don’t come upstairs and they come to asking what qualifies as an emergency. So yes, they’re downstairs with.

Ben Pankonin 1:26
Awesome, awesome, well, well, we’re glad that that you found some space. And you got it got a nice solid backdrop and we’re going to be talking about kind of what’s changed in this community setting. And really, how do we message around that? I know you’ve been working with a lot of our clients on how to make those communications, sometimes really difficult communications, but but now we’re kind of rounding the corner to a new phase. And so, Danny, I’m excited to hear everything you’ve got prepared for us.

Dani Chaney 1:57
Yeah, me too. You know, it’s New Normal that hopefully, we’ll be out of here pretty soon. And, you know, I think that does have ramifications on the future. But, you know, kind of looking forward to to getting back to normal and adjusting to that. But that’s all for us to wait and see.

Ben Pankonin 2:17
Awesome. Well, you know, as as we’re preparing this webinar, we obviously asked for a number of your questions. If If any of you are tweeting, I know I saw a few tweets going out already. You can use the hashtag social bank for some of those conversations. If you’ve got questions for us, as we’re moving through this webinar, feel free to use that chat window. For most of you, it’s off to the right, but it may be across the top for you, depending on how you joined and we’re going to be talking about community really today and and this sets up well. We’ve got some other conversations coming up, including a live stream tomorrow with community spirit bank, on all of our social channels. But you know, really working We’re gonna be talking today about how we begin to share these stories across our communities, which I’m really excited about, because I think it’s not that we’re looking necessarily or even messaging about the end of this crisis. But what we are doing is providing a lot of our community some hope. And I think that’s a it’s a great spot for us to be in at this point to start saying, hey, let’s let’s figure out what what do we start messaging with to provide some hope? How do we start communicating for most of you, you’ve just run out of the tunnel for the second round of PPP lending. So it’s, it’s just past halftime, and I know you You’re, you’re working really hard on a lot of that stuff. So thanks for taking some time out with us to chat about this. But Danny, you know, any any opening thoughts as we think about hope and how to share that?

Dani Chaney 3:56
Yeah. So when all this started, I think a lot of the messaging was focus on just getting out pertinent information to people when branches are closed hours, things that are changing. And now that we’re kind of, as we said, in this new normal, what we’re seeing is people pivoting to sharing stories of the impact that they’re making on their communities. So we’re going to be sharing some of those today, including this kind of what I would call the next phase of communication messages. But but we’re definitely moving into a phase of like, what is happening now that all of these things are changing? And how can you communicate that to the public as well?

Ben Pankonin 4:31
Awesome, awesome.

Well, as we get started, one of the things that I think, you know, we want to communicate about is what do you look for when you’re starting this story? So I actually had to do this this past week for a couple different projects. One was a video we were producing another one was for some clients that were asking, Hey, we need to figure out what’s the story we want to tell. And this is kind of a strategy that I’ve really worked on in develop Looking how we understand brand trust. But I think it really helps when we’re looking for figuring out how we tell a story. And that’s to look for two inciting incidents. So an inciting incident. If you’re not familiar with the sort of structure of storytelling, we got to kind of go back to our childhood days. And we have, you know, that that story arc when we learned how to tell a story. And you know, we set up the beginning of our story, you know, with a couple characters and we started to define them, we started to put them into motion. And then we had this moment where the world was going to be entirely different after that moment. This for all of us, an inciting incident in our lives is clearly Coronavirus, and if we want to build a story about the Coronavirus, this is where we start right we set up our characters if we’re going to talk about a small business, we set that up and we say here’s the first inciting incident the the world was Going along great. We were serving, you know, burgers that are small restaurant and then the Coronavirus struck. We were already as small business owners having a difficult time. And then this happened. Well, then what you’re looking for is what happened after that, right? But, you know, before you get too far down there, if you define the second inciting incident, you’ll be able to basically bookend your story. So again, if you were looking at that story arc hits or ramps up, and then it comes back down where it comes back down, you have another inciting incident just after the climax of the story. And that spot would be where you would say, what was unexpected was the sort of end result of this person. You know, if we were doing a hero’s journey, we would say, Yeah, they slayed the dry giant or whatever we got to that spot. You know, for a small business, it would be that they were able to retain their employees, they were able to you know, as a as a borrower. stay in their home, they were able to provide their for their family in a new way. They were able to actually expand their business. So we’re looking for that second inciting incident should be somewhat of a surprise to us. You know, the first one was certainly a surprise to us hitting Coronavirus. But the that second one, if we really look at what that is, then you can book in that story right in and it’ll just make it a lot faster. So, Danny, as you prepared really how we’re building this story, I kind of wanted to just open with that and say, we’ll remind that a little bit because we’ve got some, some really good ways for you to think about that content. But if you’re thinking about how to create that story, I think this really helps you to sort of bring those into focus really quickly.

Dani Chaney 7:48
Oh, yeah, yeah, I think this this, look at this arc. This is what we know. And again, really talks about how you had that incident happen, how you messaged for that incident, and now we’re in that second, inciting incident where we all need to figure out how to grow together. And I think that that’s kind of important as we intro into this and get started.

Ben Pankonin 8:08
Cool. Well, when we think about these, you broke it out into three different steps, which really follow the story arc.

keyhole, let’s walk through that.

Unknown Speaker 8:18
Yeah. So we started with that support. So it’s usually talking about your hero and your setting who was involved in this, who are these main characters in between that which, you know, we, as men just outlined, is that inciting incident, which leads to the opportunities, which is what changed what what is happening now? And what can we do. And then again, that second inciting incident, which would not be listed here had to happen. And then the impact of that is showcasing where innovation is happening. So we’ve actually pulled many of our community banking partners to talk a little bit about the impact that they’re making on the community and what voices they’re sharing, and then we’ll kind of lead into some conversations already. Having including the one tomorrow left communities, we’re a bank.

Ben Pankonin 9:03
Cool, cool. So support.

Danny, who who’s involved in our story.

Dani Chaney 9:11
A lot of people, I think, you know, obviously financial institutions are involved. Small businesses are involved, not only your customers, but your community or multiple communities and multiple states, which the needs are going to be different across different states, depending on if the inciting incidents are in a larger capacity or not. And then the public, if not only for opinion, and if not only for seeing what you’re doing and the impact that you’re making. We have actually a lot of characters involved in this with obviously financial institutions being the key of this. And they’re helping all of these small businesses and the public, gaining new customers and then just across communities too, so we kind of have a lot of players in this story. Yeah,

Ben Pankonin 9:53
well, and I think it’s important, you know, when we’re making that individual post, we may be really thinking about one audience. These, but obviously as the bigger picture for all of our content, we have a lot of different audiences to think of to.

Dani Chaney 10:07
Yeah. And then financial institutions to we have their internal audience as well employees being one of those, which is another really important audience for this as well.

Ben Pankonin 10:17
Yeah. And when we think about crafting those stories, a lot of times, we are making stories about how we’re keeping employees safe during this time as well. And that’s an important factor. You know, we obviously have a spectrum of, of concerns for the public and one of those is to make sure that we’re treating our employees well, and this process to

Dani Chaney 10:37
Yeah, definitely.

Ben Pankonin 10:41
So we’ve got some support, what what do they need during this process? Obviously, we’re communicating about a lot of these different programs. You know, these are changing really fast. So we finalize these slides yesterday. And you know, this morning Did you know economic disaster Impact loans. Obviously, the new story that’s been developing is the privacy issues that the Small Business Administration has potentially exposed 8000 social security numbers of small business owners. So, you know, that’s obviously a new twist in our story. So it’s a it’s a living and moving story, even as we’re building these things. But you know, when we think about each of these programs, when we put ourselves into them, you know, one of the things we’re doing is putting that setting around it to say, Hey, here’s the environment. And here’s the tools or, or characteristics that we can build on depending on what you need, as an individual.

Dani Chaney 11:45
Yeah, and I think that to not only programs, but you’re also going through daily banking needs all of these things that people need. They’re still putting checks through there adapting to online technology if they hadn’t adapted to it before and then again, With the market changing keylock and refinancing home loans, obviously people are spending a lot more time in their homes so they’re mindful of the things that they want to change and refinancing a home I think, you know, from I don’t know a lot of people who haven’t or aren’t in the process of at least considering refinancing their home right now.

Ben Pankonin 12:18
Yeah, yeah. Obviously, you know, it’s a great time to do that. But when we’re telling those stories, a lot of times there’s little traps on there. So we want to make sure we go through those and and help identify how do we approach something like marketing he locks right now, which is a great tool for a lot of a lot of people, but it may be something that can come across as insensitive or opportunistic. Yeah.

Dani Chaney 12:47
Yeah. And then in this in this area, again, kind of what been said in this what do they need section they need to understand and an in categorizing that that is in a way marketing for financial brands. like Ben said, you have to be very careful with those messages. And marketing is also a way to inform before either expanding a customer relationship or bringing the new customer in. And so social media is clearly one that a lot of community banks and credit unions are doing. So over communicating those branch opening hours, all of that helping people understand how to actually get to your financial establishment if they need help. Another one of those that we’re seeing is these COVID-19 landing pages with a dedicated resources on where they can find information. We built one as an organization, which has a lot of information for financial brands. And then I’ve seen also quite a few as well that explain these programs that people can apply, apply for what they mean, how programs and things are implemented. A lot of blog posts in that as well. So again, making it easier to understand those programs and then promoting those on social media and getting those on landing pages so people can see them. These are some complex programs where small business owners might not be are familiar with some of the new things happening, or they might be new small business owners or trying to see if they qualify for those as well. So that’s something that, you know, you’re seeing a lot of blog posts about. And then something that I’m also seeing is this open wonder hours of this idea where you can grab a half an hour on a calendar, and engage customers to select many times to see if they qualify for something. And again, that’s just a conversation. It’s not really that sales capacity. It’s just kind of that inciting incident that gets a lot of questions from the community.

Ben Pankonin 14:33
Yeah, we’ve seen some great opportunities that, you know, community banks, and even credit unions have shared about this covid area of small business lending. And one of the things I’ve seen them do is organize groups of CPAs as well. So as I was chatting with our CPA, who is a pretty good sized practice, you know, they have more than a dozen see CPAs in their office, so, you know, they would be a little bit larger than kind of your average CPA, but even then, you know, I was communicating with them about, you know, lenders in the area, are they are they able to get their customers to PPP loans, right. And they sort of gave me the, they’re sort of a local gossip in their case of, hey, we’ve got people who are asking us about where to apply how to apply. So making sure that you’re reaching out to those connections can be really powerful at this time, and then, you know, celebrating what they’re doing as well. And, you know, making sure that we’re identifying that they have, you know, they have a role to play. In fact, they can even get paid, you know, in the stimulus for doing that, and they can’t charge their customers for those services. So, so reminding your customers about that opportunity can be really good. Like you said, the open lender hours I think are really valuable, you know, having just a quick opportunity to connect with them. also being able to share everything related to those individual loans and programs in one area can be a really good spot. One of the other things we’re seeing in that space are things like, you know, your hours, your regular hours for your branches. So I don’t know if we’ve talked a whole lot about it, but you know, Google has, has shut off reviews for their locations during this time. So that’s, that’s a confusing thing. On one hand, it’s kind of nice that they’ve turned that off. But on the other hand, that’s we’ve seen actually an increase in negative reviews on sites like, like Yelp, because, you know, when consumers can’t go to Google and exercise that complaint, they’re looking elsewhere to do that. So that’s definitely something to be taking a look at. If you haven’t claimed those locations or need help with that. You know, certainly let us know on stuff like that. So sales options, branded social media, talking about how to save. I like your example over here.

Dani Chaney 17:07
Yes, I’m sure that they’re they’re joining us today and I think they do a great job of kind of stating this without this this message is not sales at all. It’s informing them about talking to the team. It’s a quick and easy process local mortgage lenders and they’re community minded. So when we talk about what they need, they need to discuss options what’s best for them if they’re thinking about doing you know, refinancing a home or or buying a home or taking advantage of a program. This is an opportunity for indirect sales, which will lead to a sale but that’s obviously not what you’re pushing for at this time. So talk about how to save what what, what can families do right now and what are you potentially offering for for your communities, which we’ll have some examples of these later. And then wonder social media informing to begin to build leads so sharing some tips about What’s happening with the programs, what’s happening with the market, how you can build and engage those people who might, you know, we’re in, we’re in peak Home Buying season, so to speak, as we continue on throughout May. And it’s a very unique time for all of that. So you have to be sensitive and what you’re messaging and still build those relationships. And then those same two categories that apply to marketing also apply to this but in a different way. So having no CPAs on your blog post to contact a lender directly to start a conversation. And then again, those open lender hours are not only an opportunity for marketing, but they’re an opportunity for sale which you want to make sure you’re informing the public but in a way, if you’re perceived as a thought leader, which is everything that we poach when working with clients, that that is a natural fit to say hey, you know you’ve had these questions, I’m here to help you. And then that process can lead into a sale, which I can say personally the open on the open lender hours was really beneficial for me when I had individual questions. And I think a lot of people can take advantage of that. So as a consumer, and as someone who works to promote this, it’s a great experience to have as well.

Ben Pankonin 19:09
I appreciate that perspective. You know, one of the things that, you know, I’ve worked with some lending teams on in the past couple of weeks is one being more efficient, right? Like for, for many of us, in this space right now. It’s helping us to be more efficient. And so when you’re letting your customers know that, hey, this is a really difficult time, we’re working extra hours because we know how important this is to you. But also, here’s the best way to get you an answer quickly. So, you know, that guidance can be really valuable. And you know, having individual lender profiles has been something that that we’ve seen those that had that in place beforehand, were able to sort of move and redirect people to that very quickly. And and then you know, it’s also something With lenders, we also need to be very conscious that, that they might be opportunistic in this time. And so we have to oftentimes help them craft their messages even more carefully than normal. We know that tendency is there, oftentimes. And so a lot of times we have to pull them back to that and say, okay, yes, you’re you’re definitely going to do a lot of refinancing right now. But here’s how to do that in a way that supports our brand message as well. And so being able to, to controlling guide that process, I think is really critical. And there’s there’s a few ways I know you’ve got to thinking about how we do that as well. So one of those is in this community aspect. So understanding how we’re messaging about giving, giving management and and even employee engagement at this time, is a really critical piece. Obviously, we have a product that helps manage these aspects in a software but but more so than that how we message about things like giving at this time are really critical. You know, I, I get the opportunity to sit with some nonprofits in our community. And one of the things that we look at is, how can we move really quickly? So for instance, at the food bank, you know, we’re looking for how can we, how can we make sure that our employees are safe? How can we make sure that the people we serve are safe at this time? And then, you know, the banking partners that have had been extremely generous to us in this time, one of the things that they’ve been able to do is say, Hey, we’re going to come in and share with you because we know right now, you might need some financial support. We can’t really help you with employee involvement because there’s really not an opportunity for that and it really for a lot of nonprofits Now’s not the time for that community involvement. But what it does help us to do is say, Hey, we can move really quickly. And then we can celebrate, you know, the financial institutions who are helping us right now. And so there’s really a nice way to help message those. There’s also some really interesting things visually that are happening right now, as you’re looking for how to celebrate these things on social media. One of those is lines of cars. So as I’m working with the food bank, one of the things that we found is we can’t, you know, we can’t physically feed people, we can’t put things in backpacks. Some of those things that we usually did, we can’t do any more. But what we have is lines of cars. Now, well, that feels a little bit impersonal relative to what we get to do, you know, with seeing a kid receive food, it actually allows for more visual opportunity because, you know, we wouldn’t have allowed people to come in and take photos of food distribution, but seeing a line of cars helping support that is something that we can do. And we don’t have to disclose who’s getting food at all. And so there’s some really kind of interesting photo opportunities in that. You can also, you know, take pictures of the trucks or the lines or things like that. And that is those are really great stories to say, Hey, we’re, we’re helping to support in this time. So those are things that you don’t have to get super creative about a lot of times, you know, if you’re working with one of those nonprofits and just thinking through, hey, they’ve got a line of cars or something happening, I’ll just drive over, I might even be able to stay in my car and still take that photo. So we’re seeing some opportunities for that. I know I’m going to try later this week to get some video of some of those events, just because, you know, there’s a need for us to communicate about that messaging. But there’s some really nice things to do with that and it doesn’t have to be a super fancy camera or anything like

Dani Chaney 23:58
that. I think it’s worth noting that impact is long lasting, too. So in terms of the food bank and those resources in your community, they’ll need this after as well. And so I’ve already been talking to some financial brands about doing a canned food drive, and how to best tackle that and how they can best support their community when they can all come together again. And I think that that’s really great as well.

Ben Pankonin 24:20
I love that. We had a question in from Laura. And she says, What are best? What are the best practices to highlight how we’re supporting our communities without in her quotes without blowing our own horn?

So what are your thoughts on that?

Unknown Speaker 24:38
Yeah, we’re gonna have a lot of examples in this next section. But I think it’s all about tone of voice. And I think it’s all about highlighting people and like Ben said, highlighting the line of cars and in showing impact rather than how to save us instead of we just being really careful with some of those voices. And we actually have a quite a few examples to showcase Not only that, that giving spirit but also showing support in the community with employees too. So that is a great question. And we have a lot of examples that will showcase the voice and tone for how to do a lot of that without tooting your own horn, and celebrating that we’re all coming together to make an impact.

Ben Pankonin 25:18
I like that Laura and and so yes, Danny’s got some examples for us. But also, I always think it’s important to engage employees in that process. You know, we we introduce some new features into our app simply to message to employees about the good work they’re doing. And I think that’s a it’s a different curve. A lot of times we think about these volunteer activities or, or even just the positive things of closing loans or working extra hours or whatever, as being something that we don’t always see connected with our community. So when we can link that and say, hey, what you just did in the past 24 hours to help close loans, help to your community and so messaging that really clearly with our employees is also part of I think that that picture.

So

you kind of summarize it for us here but, but our characters and our setting matter who how we build that depth into understanding who a small business is, I think is really important when I, you know, one of the things I’m excited to talk with Brad at community spirit bank tomorrow about is how he knows his community in Alabama. When I speak with bankers, one on one or in their offices, a lot of times they’ll tell me about their customers. And the way that they describe them are very colorful, quite honestly, they they know them well. These are people they know on a personal level. These are communities that they know, and it’s always really fun to hear them describe their communities. Sometimes our marketing doesn’t describe it in quite as vivid detail.

Your community needs are individual,

right? You know, the needs of the community. I grew up in The one I live in right now are very different. And that’s that’s just part of their, they’re not that far apart less than 100 miles. You know the story that relates best to what they’re facing. I think that’s, that’s a critical one sort of making sure we were showing what we have to overcome for those characters to be successful.

Unknown Speaker 27:23
And again, I think we’ve been talking about this, that story is different within the communities you serve, just like you said, 100 miles here in Nebraska is making is such a difference in what those communities are facing in the amount of help and resources those communities need. So I know a lot of the partners I work with are in several states, or have branches across a multitude of areas in the state. So those needs are going to be very different in allocating resources and understanding that someone in this city versus someone who again who could be 100 miles away, their needs are totally different. Yeah.

Ben Pankonin 27:57
So So opportunity And what changed? Yes, sir, what’s different pre COVID or after COVID? You got some stats here for us, obviously, some hotspots, but once this hit this is the inciting incident that’s changed our story for sure.

Dani Chaney 28:15
This is what’s changed. And this map looks different now than it did when this was captured yesterday, but just this is not an inciting incident. And I think just just taking a look at that and, and understanding that it’s impacting people across the country and your city is not alone in this. This is something that people are consistently facing, whether it’s them or their family, or someone close to them, and we’re all sort of figuring out what’s next for this together.

Ben Pankonin 28:40
Yeah, I just recently I was working on a presentation. You know, I was doing a presentation just over a month ago. And in that I was talking about the differences and fragmentation in our media, and how there’s so many different topics and finding a topic that relates to everyone is difficult. It’s not like that changed. That changed. What seemed like overnight, to all of a sudden, this is what we’re talking about. And that’s really as a marketer, where we have to build our story from is that we actually do have a unifying factor across around the world right now, as part of our story does relate to to this. So, you know, Danny, I know you spent a lot of time with crafting messages. And, you know, a lot of my content goes to you before it goes out. Even though sometimes I don’t finish my sentences. But But what do you think of how do you create messages that become empathetic and confident in those?

Dani Chaney 29:46
Yeah, so, um, I did want to say here, I think this applies to the question as well. I mean, without tooting your own horn, I think you can be empathetic to your community. You can be confident in what you’re saying by sharing some statistics about your community. which we’ll get to in the impact section on how to do that. Well, being transparent at this time, I think is a important opportunity, not only within your banking community but to the outside as well. So being transparent with your employees that, hey, remote work is XYZ or Hey, you know, our specific branch is facing this and we could utilize your resources to help here adaptable again, this is this is ongoing, and it will continue to impact communities in different ways. So showing that you’re adaptable and the rapid response, when that’s needed, especially utilizing platforms right now, social digital media, website updates, app pushes, just rapid response ways to reach customers, some of which this is their first experience with those products. I wanted to put in here be associated with good because I think it’s it’s one of those opportunities to be associated and helping your community and being that champion for community and again, leaning into social and digital This is the time for it. I know a lot of people have been very nervous and have not been so quick and rapid. And if anything, this was really teaching them. This is a crisis response in a way and how your community approaches, people are out there looking for those messages. So this is just some opportunities in terms of how to how to voice that. And then we have actually offered some some just basic graphics and a recent blog that we did some of which that you can see here. So we actually are getting free resources out on a recent blog. And then for those of you who are social insurance customers, we do have content libraries. And those are packed with free resources as well that our team is creating. So if you had any questions about those or how to access them, please feel free to reach out to better myself, but some of these are just informing. But we’ll get to some specific examples that are doing all of these things.

Ben Pankonin 31:51
Well, I think that’s a it’s a shout out to really how we all want to lead right. You know, some of our design team literally said, I’m starting to see The same Coronavirus like stock photography, can we change this? So we’re like, yeah, I mean, sure. So they said, Well, we just started designing stuff. Can we just give it away? And I think that’s a great example of a really what all of us need to be doing at this time is figuring out Hey, there’s there’s one little spot and we’re just tired of this Coronavirus picture that they keep seeing on 24 hour news and everywhere else. They’re like, Can we just at least start to influence this and have better, better graphics? But I think you know, too, we’ve used this mantra at our office, be social at a distance really is a way to just say, hey, it’s a reminder for us. It’s a reminder that this is what we do. We are social. This is who we want to be. This is what we want to remind everybody that we can be connected. And I saw Mike just just messaged in from farmers state not that long ago and said hey, I need some To be social at a distance, so I think he’s just suck it up. But you know, Thanks, Mike.

Dani Chaney 33:07
I think that mantra too can be applied to anyone really. I mean, we’re all trying to get that sense of community, whether that’s through our financial institution through the advice we’re receiving, connecting with other people. We all are craving that, that voice of hope. And it’s just a good statement. That mean, we’re providing these as well and are hoping that other people can get behind this message as well.

Ben Pankonin 33:32
Yeah, appreciate that. hopes. So in our messaging,

you’ve got some some different examples for us about hashtags and different areas that we might connect with. Certainly celebrating small businesses, getting out to those restaurants, understanding what’s happening and how we’re engaging the community from that perspective, super important. I love how you’re informing really positively informing people about what’s going on.

Dani Chaney 34:03
So you don’t want to scare them. While Everyone is scared right now. And I think there’s a level of just uncertainty at this time, you know, making sure that you’re informing them and being direct with them and confident in that approach, but also focusing on the positivity this we’re here for you messaging has been a lot of things that we’ve been creating. And I think this is really an opportunity to, to lend on those people to say, you know, if you didn’t know we’re here for you, we’re a resource for you. We’re a local resource for you. And we want you to partner with us so we can help you during this time. So I think in terms of an external voice, that’s who can be at this time and then internal, which we’ll get to some examples later. So a lot of places are digitally looking for those opportunities for boards, sharing about the businesses that they’re hoping so I’ve seen some storytelling through lending and taco trucks and I know locally we have a success for a business who has a truck and has London has received a loan locally. is thankful for that and then hosting a food drive again, another community event after this. I think it’s something a lot of people are definitely anticipating we can all rally together again, what can we do to make sure that people still don’t go hungry that they can readjust to this, this normal or this new normal in the future as well?

Ben Pankonin 35:18
Yeah. I appreciate that.

External messaging examples,

some great examples of different banks for giving back.

Dani Chaney 35:31
Yeah, this is this is that showing gratitude so giving back from a customer perspective, you know, one bank is doing gift card giveaways. Every Tuesday when you drive through another one is the bright project is how they’re giving back. And then positivity, just showing gratitude. This is a really simple, how to express the gratitude sort of post so again, all from different community banks and credit unions across the country, mixed messages from all of them, but it’s not only about giving back, but showing Some positivity in that external messaging.

Ben Pankonin 36:03
Yeah, great, great examples.

Dani Chaney 36:06
And yeah, these are my favorite. This first one is just great. This first one is how customers are giving back to the bank. So someone left a little note that said, Hey, thank you for being here for us and put it in the put it back when they were giving their their messaging back. And then another one is featuring employees who are doing well. And then I will say in my home spirit weeks have been very popular with my little ones. That’s a way for them to communicate with their friends digitally. And so I really love that some community banks and credit unions are doing spirit weeks even if they are at a distance. So as you can see, these people are apart from each other at the distance that they should be and they’re doing spirit weeks. And I think that that’s kind of a fun way internally to share that you’re together and this and then to also show giving back from employees and customers and I will say you know I we have a time there was more examples, we are actually sharing on our Twitter page, all sorts of different examples every day. And so we’re celebrating what community banks and credit unions are doing with their messaging. And so I encourage you, if you don’t follow social insurance on Twitter, you can follow us at social insurance and find all of those messages along with more coming up. And those are really inspirational, you know, we all say something is built off of something else, we’re all supporting each other and this and so utilizing idea or saying like, Hey, friends, we also did this and just sharing those messages. I think it’s really important during this time,

Ben Pankonin 37:32
Yeah, why? I love those examples. And when we think about overcoming those challenges that a, that a small business has, during this time, you know, when we as a bank can come in and say, Hey, here’s what that small business did. That’s really the opportunity. It’s the opportunity for us to say, hey, they had to overcome something to just stay in business, to pivot to change to do all of those things. And I think there’s a there’s something that happens to kind of go Back to Laura’s question earlier about, you know, how do we how do we not toot our own horn in this process? One of those ways is to say, Hey, you know, really, we’re not the hero, like, we’re not the hero in all of this. What we’re doing here as a, as a financial institution in this community is we’re helping those people who have everything on the line with their small business. And if we can assist them and keep one small business, in business, then it’s worth working extra hours, it’s worth doing this, because you all are doing the hard work. You’re out there doing deliveries. And so when we can inspire those messages, I think that’s really the critical piece and, and those then come back to us. So yeah, great, great examples when we think about you know, the uncertainty around everything, and you know, we’re going to be there for them now. Really what we wanted to get to as in Packed here, you know, where as innovation, what’s happening it within our community to keep these things. Obviously we had Jill on our webinar a few weeks ago, really sharing about what it’s like to lead at this time, the following leek week, then she tweets to Mark Cuban about helping to really bridge the gap for, for some of those payroll issues for employees and, and he certainly, you know, responded well and did publicly declare that he was working with them on their program. But part of what Jill’s been doing with citizens as well is introducing on sort of what she’s been doing next, and she, that she’s been tagging them as the next right thing. And I think that’s a great way to think about it. There’s a lot of things that all of you are doing, to really do the right thing at this time. And, you know, everybody varies with policies and, and processes that that’s all Not something we all determined, you know the same, but whatever that is, if that’s that you’re going to help deposit stimulus checks for free, then you know make sure that’s that that’s a selfless sort of share that hey, we know you need it. Here’s what we’re doing. So the way she’s messaging that is your next right thing. And she says, here’s the next right thing that we’re doing now. That a great opportunity to share a little bit with their team this past week and really encouraged with with some of the things that they’re doing, to think about how they can still connect with employees virtually during this time, too. So yeah, some some great opportunities and things they’re working with. community spirit we’re chatting with, with Brad and Emily a little bit tomorrow. Obviously, he’s been on some of the 24 hour news networks, sharing a little bit about what they’re doing from PPP lending. Which I’m excited to hear a little bit more about what he’s doing there, which we’ll hear tomorrow live. But, you know, he’s he’s saying it’s about being accessible and responsive. I think that’s those are great taglines to have in there. It’s not that we have all the money or all of the opportunity, it’s that we’re gonna be here and we’re gonna try to be responsive.

Dani Chaney 41:22
Yeah, and I think to community spirit bank is doing a great job of advocacy and awareness. I saw that just recently, too. They tweeted about their impact on the community. And that’s been tremendous, as well. So I’m looking forward to that chat tomorrow. And I know Ben, you’re hosting it, but we’ll have a lot of people on that one. And I think they’re a really great example of how a president and a marketing staff member Emily can really work together to be that voice for the community. And I just think that’s, that’s really inspiring as well.

Ben Pankonin 41:50
Yeah. So looking forward to that. I thought this was great. From Midwest and we’ve we’ve been seeing a lot of financial institutions, share some Things like this have the impact in numbers. And I think what we’re seeing first is, hey, here’s what we’ve been doing to try to help you. But I love the way that they’re sort of breaking those down and saying, Here’s all of the numbers of what we’re sharing.

that’s those are huge numbers.

They really are. And you know, they’ve they’ve been using this tagline that they actually registered Dewar’s welcome. And they’re really, you know, they’re an ag bank focused a lot on commercial lending. So this is really plays into who they are as a bank. And what they want to do is that they want to promote doers, and celebrate doers. So we’ll be doing a little bit of a chat next week live with Jody and as well as equity bank on that call as a live chat. But, you know, I think I think what they’re talking to about impact is really important. Again, where I think Midwest has always been known for is that they’ve also celebrated the people who have made an impact. So they have a blog series and where they highlight female agriculture leaders, where they celebrate small business leaders. That’s really the opportunity to say, Hey, here’s what we’re doing. But here’s what all of you are doing in the community. And I think that’s a really fun place to highlight.

Dani Chaney 43:27
I definitely agree. And surely they’re making an impact. Look at those numbers.

Ben Pankonin 43:30
Right. It’s amazing. So I mentioned, you know, john, and Jody will be on the livestream next week. But equity bank is doing they were featured a little bit in financial brand, with some of what they’re doing with, you know, 1300 approved loans. This was this past week before we kind of hit the halfway point, but they’re providing it as an update. Doing it on LinkedIn. They’re doing it in a number of places to really push that out and informing You know, everyone across, you know, four ish states, I think, in their community about what their small business lending is really doing. So one of the things that, you know, I think they’re able to do as well is start to spread out that messaging now that you have all of these people that are doing that it sort of rallies the team internally with employees. And that’s one of the questions I’ll be asking john and his team next week is a little bit about, Hey, how are you recognizing these employees, because they’re, they’re spread out all over the place. And it it’s not that one person was able to get all of these loans through. This is a bigger process. And so I think, focusing on how do you recognize the employees who helped really contribute? And then how did you recognize the small businesses who are who are taking additional risk, they’re taking on, you know, alone, or whatever it is that they’re doing to try to keep their business in play. And I think that’s going to be a really interesting conversation when we think about that. Impact really being defined by not just us and what we did as a financial institution but by those small businesses and what they’re doing

Dani Chaney 45:13
great kind of leeway into this this section is about sharing your impact so what better what what’s better than a pro tip that just says, Hey, we’re going to actually be live with these people sharing about what they’re doing, you know, we’ve highlighted them here but we’re really pulling in these people who have made an impact and who are sharing about their impact and we want to hear them share their stories we talk a lot about you know, sharing your story throughout this making sure that you’re showing impact supporting your community. These people will be joining us again that tomorrow is already April 23. So super excited to be listening to that Brad and Emily very love what they’re doing on social Emily’s very engaged with social personally as well Brad too. So kind of excited for that one. And then Ben, I know you’re looking forward to the one with equity and then West Bank, which is actually combining two leaders together, which is something I think will be really impactful and trying to understand just how those leaders are coming have similarities, even though they’re in different parts of the country.

Ben Pankonin 46:12
Yeah. And I had a question in from, from Brett.

He’s done it Atlanta area. Hopefully, he’s been staying up with his running

catch up with him on Instagram. But he talks a little bit about how do we engage virtually. He said, I feel like people are getting tired of the videos, zooms, all of this kind of stuff. How can we do new methods of staying in contact with people during this time? Hey, I hear you, Brett. We all are getting exhausted with a lot of the sort of same types of strategies. I think there’s some great ways to really just use different types of video formats. You know, some of them being one to one thinking about interviewing as opposed to broadcasting 10 people in a zoom call. You know, as I’m on a lot of zoom calls, they’re not very well produced a lot of times, sometimes, you know, when we come into a zoom call, we’ve got 10 people, 20 people that are all sort of like talking at the same level, and we need a moderator. You know, we need someone to help guide us through a conversation. And I think, you know, if you’re watching a TV show, this would be a great way to think about it. If you’re watching a TV show, how would you structure that format?

So if we think of Jimmy Fallon, you know, he wouldn’t

have, you know, five guests or eight guests on at the same time. He would space them out and he would have an interview style across the table. Then he would interview the next guest, and he would create a theme throughout those process. So when we think about how we’re producing a halfway A video, or even a session like we’re doing right now, if you’re thinking about how to educate small businesses, think about them in little sections like that. And make sure you don’t have one person talking the whole time. Because it’s just not gonna be that interesting.

Dani Chaney 48:15
is going to be great. I definitely encourage you to tune in, they’ll be across Facebook, Twitter and YouTube, but we encourage that that live dialogue on Facebook and Twitter. So we’ll be live on both.

Ben Pankonin 48:26
Yeah, so. So yeah, in Brett’s case, think about things like

we’re doing with live video, think about comments, think about, you know, engaging multiple different people and and really scripting that out. So we opened up and talked a little bit about creating a story of hope and how to do that. We identified that, you know, the quickest way to do that and build that is often by finding those inciting incidents. So a little bit more guidance when we’re thinking about that. Asking yourself, what is the first inciting incident that’s probably Coronavirus for most of our stories right now, what’s the second inciting incident? What is it that surprised you about the outcome of the story, someone was able to hang on to their employees, someone was able to actually grow during this process. They were able to provide to their, for their family in an unexpected way, whatever that might be. Or this, you know, nonprofit was able to serve foods serve the needs of their community, despite the amazing overwhelming challenges that exist within their community. If you can find that second inciting incident, you can write backwards and fill in, what did they have to overcome to be able to achieve that result? And then how can the world be changed as a result of them arriving at that new inciting incident that should help you to craft a better story?

Dani Chaney 49:50
Yeah, and I, again, we need more more small businesses like this. We would love to continue to feature stories, we’re going to continue to feature them on our Twitter page. So we’re really here to see what you got. are doing and then provide resources to help your financial brand, really amp that and share those messages and then continue to inform your customers as well. So I’ve loved hearing stories I’ve loved just working with a lot of you, too. How do you reach those people? And I think that will be an ever growing challenge. And something that I’ve seen a lot of people do really well. You know, see what your competitors are doing, see what people in your community want and need. And that’s really kind of the best way to approach some of this.

Ben Pankonin 50:25
Yeah. Well, Danny, thanks for being with us. And you know, we’re trying to remind everyone as well, you’re a part of the story. You’re an integral part of your customers success. And so I want to thank you know, all of you for everything you’re doing to help small businesses to continue for helping you know borrowers to be able to stay in their homes and advance I know that you’re putting in a ridiculous amount of hours. It’s stressful. It’s challenging. If there is anything we can do for you, whether that be resources different opportunities connecting you with people, whatever that might be, let us know. We’re glad to help. We’ve also got a page here, social at a distance page where we’re really just providing resources. All of these are free. Feel free to use those share those I’ve had, some banks have reached out and said, Hey, we just want to share something funny or something helpful. Can we just use this video over here? But But can you get it out onto YouTube or something so that we can get it through, just let us know if there’s stuff like that, that you need. We’re just trying to generate this content in a way that, that you can reuse it, to engage your employees, engage your staff, and hopefully really connect with your community in a new way. So we’ll we’re going to be having some more announcements, some more live streams coming up over the next week to 10 days. So stay tuned for more of that and thanks for being a part of everything. You are with us.

Dani Chaney 51:58
Yeah, thank you all. Talk to you soon. Soon