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Digital Marketing for
Financial Institutions
A Strategic view
By John Birungi Babirukamu
Who is John?
• Currently Digital Communications Manager (MTN Uganda)
• Work Experience
 Worked with brands like Stanbic Uganda, Shell/Vivo Energy
Uganda, NBS Television, Eskom Uganda, Sheraton Hotel Kampala,
NSSF, New Times Rwanda and a myriad of NGO’s.
 12 Years experience developing web-based business solutions, 7
years in Digital media, 1 years experience in an Agency.
• Specialty: Systems Analysis, digital strategy & analytics.
• Born again Christian, 33 Years old, loves innovation, traveling, and
mentoring the next Digital marketers.
INTRODUCTION TO DIGITAL MEDIA
Session 1 (60 Mins)
What is Digital Media?
What is Digital Marketing?
Digital marketing encompasses the strategy
and processes of connecting with audiences
across digital channels.
What are the digital channels?
• Internet (Publications, Advertising, Search)
• Social Media
• Mobile phones (SMS, Apps, IVR, CallerTunez)
• Email (Newsletters, Surveys, customer care)
• Electronic Billboards
Plain English: Getting found online
Social Media: Why get on board?
Key Components of Digital Media
Company
Website
Digital PR
Content
Marketing
Email
Marketing
Digital
Banking
Online
Influencers
SEO SEM
Blogs
Social Media
Display Ads
Commonly Used Social Media Platforms
 Facebook: Varied Content
 Twitter: Varied Content
 Google +: Varied Content
 Instagram: Pictures & Video
 LinkedIn: Proffessionals
 Wikipedia: online encyclopedia
 Snapchat: Short Video
 WhatsApp: Varied Content
 YouTube: Video
 Skype: Video Conferencing
 EventBrite: Events
 Swarm: Location Broadcasting & Checkin
Facebook Twitter Instagram LinkedIn YouTube Snapchat WhatsApp
Primary
audience All, but
dominated by
18-24 yr olds
Young Adults,
dominated by
corporates
Youth, Female
dominated.
Corporates,
Business
owners, job
seekers
All
Gen Z, female
dominated
All
Good for
what Text, Photos,
Products,
Videos, Links
News, trends &
Updates, Links
to info
Photos, videos
& livestreams
News, Jobs,
Thought
Leadership,
Testimonials,
professional
discourse
Video archives
& Livestreams
Moments in
Video & Photos
Text, Photos,
short videos,
Links,
documents,
discussions
Best for
what Ecommerce,
Brand Loyalty
PR, News &
Events
Clothing,
Beauty, retail,
concerts, Food
& Art sales
Job listings,
Staff profiles,
B2B Sales &
Retargeting
How to Videos Events, Promos
CEX, promos,
managing
teams
Who is on digital?
• 21m + mobile connections
• 14.9m internet connections
• 3.9m smart phone users.
• 5m users of Social Media
• 3.2m use Facebook
• 2.4m use WhatsApp.
• 70% of usage in Uganda is accessed by
Mobile devices.
• 85% of users are in the greater Kampala
Area. (Kampala, Mukono, Mpigi,
Wakiso)
• 65%- 85% of users are male, varying
across channels.
• 1-in-5 internet users in Uganda are on
Facebook.
Figures showing Ugandans on Facebook.
(Data provided by Facebook)
Age Male Female Totals
13-17 245,000 175,000 420,000
18-24 700,000 500,000 1,200,000
25-35 720,000 400,000 1,120,000
35-50 200,000 90,000 290,000
+50 90,000 60,000 150,000
1,955,000 1,225,000 3,180,000
Benefits Vs. Risk
Is it worth it, getting on Social media?
Benefits
• Increased Brand Awareness.
• Increases Inbound Traffic for your website.
• Improved Search Engine Rankings
• Higher Conversion Rates
• Better Customer Satisfaction – One on one Interaction
• Improved Brand Loyalty
• Increased Brand Authority
• Cost-Effective
Benefits Vs. Risk
Is it worth it, getting on Social media?
Benefits
• Gives Marketplace Insights
• A platform for Thought Leadership
Benefits Vs. Risk
Is it worth it, getting on Social media?
Risk
• Potential for human error.
• Potential for reputation damage with the wrong
communications.
• Risk of flaunting compliance rules.
• Leaking information to competition
• Cost of hiring the right people & cost of training.
• Risk of data theft. (Cambridge Analytica)
• Risk of being left behind
An Introduction to Digital Marketing for financial institutions
DIGITAL MARKETING FOR YOUR BANK
Session 2 (30 Min)
Setting your Goals
Vision
Company Goals
Marketing & CEX
objectives & targets
Digital objectives & KPI’s
Metric & Measurements
Setting S.M.A.R.T. Goals
The Herdsman Analogy
• Ranch – Your Company Page
• Cows – Followers
• Bulls - Influencers
• Grass – Content
• Milk/Beef – Engagement/Sales
Key goals for every company
• Stick to digital channels that
work.
• Create a customer journey map.
• Audit your content regularly.
• Audit your website regularly.
Digital ROI
How does digital affect the bottom line?
Commercial
•Efficient advertising
•Traffic for Digital Banking
•Lead Generation
Customer care
•Extra channel for CEX
•Easy Escalation
•Turning Customers in
ambassadors
Awareness
•Product awareness
•Brand awareness
•SEM Optimization for the
website.
Customer Insights
•Analytics showing
customer behavior.
•CRM Integration
•Quick & Easy Customer
insights & Polls.
Reducing costs of analysis
B2C Approach
Charles - CEO
Energy Company
• Reads online financial
publications & uses
LinkedIn & Twitter.
• Interested in
Financing for
expansion of his
company
• Targeted through
Bloomberg with
Display Ads, Twitter
posts & LinkedIn
articles on Oil & Gas.
STELLA – MD’S PA
Kappa Insurance
• Is often assigned
research jobs by her
boss.
• Uses Facebook,
Twitter & Instagram.
• Interesting in a
mortgage for herself &
Working capital for her
boss
• Targeted through
Facebook, Twitter &
Instagram
BARBARA - Owner
Barbie’s Fashions
• Uses Facebook &
Instagram to market her
products.
• Uses Twitter to keep up
with trends & news
• Needs financing for her
company.
• Considering a mortgage.
• Targeted via Facebook,
Twitter & Instagram
ads.
NICHOLAS – 3rd Yr student
Makerere University
• Native Social media user
on Facebook, Twitter,
LinkedIn, Instagram.
• Looking for a job or
internship.
• Targeted through
Facebook, Twitter,
Instagram & LinkedIn
Articles
Bank Website
• Equity & Money Markets
• Oil & Gas
• Asset Financing
• Infrastructure Financing
• Asset Financing
• Working Capital Loans
• Lines of Credit
• Home Loans
• Asset Financing
• Home Loans
• Commercial Mortgage
• Business Loans
• U-savers account
• SavePlus
• Internship/Employment
B2B Approach
Account Based Marketing
Digital Customer Experience
Ideal digital team structure for a bank
Marketing &
PR Head
Digital Media
Manager
Digital
Agency
Social Media
Assistant
• Digital media manager
– Overall digital strategy & tactics
from marketing strategy
– Innovation
– Reporting & analysis.
• Social media Assistant
– Content on all digital channels.
• Agency
– Go-to-Market strategies
– Digital creative
– Local website advertising.
An Introduction to Digital Marketing for financial institutions
ADVERTISING, REPORTING & RESEARCH
Session 3 (30 Min)
Digital advertising
$0.25 $0.42 $2.00
$12.96
$166.67
$222.22
$-
$50.00
$100.00
$150.00
$200.00
$250.00
Facebook New Vision
Website
Google Ads Billboard Magazine Newspaper
Cost to reach 1000 people
Digital advertising
• Much Cheaper than traditional
advertising
• Can be targeted by demographics, or
Customer database.
• No rate card, ads according to your
budget.
• Limited to usage of the platform.
• Influencer marketing has proved to
be cheaper than Twitter advertising.
Reporting & Analysis
For strategic & tactical decision makers
KPI’s to monitor
• Lead converted from digital
marketing.
• Engagement
• Sentiment
• Reach & impressions
• People Talking about you.
• Competitive Analysis
• Spend Analysis
Research through digital channels
Quick and easy surveys
• Digital channels provide for quick Surveys, keeping
customer anonymity after answers are given.
• Complex market research can be done with premium tools
like Survey monkey.
• Instant preliminary results
An Introduction to Digital Marketing for financial institutions
PERSONAL DIGITAL BRANDING
Session 4 (30 Min)
Personal branding on digital
Passion and purpose
Random mutterings online
show lack of focus. Make sure
you have your direction and
purpose clear as possible.
Personal branding on digital
Digital platform
Find a platform you are
comfortable with, but ensure
it is appropriate for the
content you wish to create.
Personal branding on digital
Social proof
• Building trust online is vital to
position yourself as one worthy of
reading, following and sharing.
This will take time.
• Online “social proof” is where you
display your evidence of
achievements.
Personal branding on digital
Network
Business networking is both an online
and offline initiative. It starts with
weak ties. These can be quick bite size
connections on Twitter, Facebook &
LinkedIn.
An Introduction to Digital Marketing for financial institutions
PRACTICAL SESSION
Session 5 (60 Min)

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An Introduction to Digital Marketing for financial institutions

  • 1. Digital Marketing for Financial Institutions A Strategic view By John Birungi Babirukamu
  • 2. Who is John? • Currently Digital Communications Manager (MTN Uganda) • Work Experience  Worked with brands like Stanbic Uganda, Shell/Vivo Energy Uganda, NBS Television, Eskom Uganda, Sheraton Hotel Kampala, NSSF, New Times Rwanda and a myriad of NGO’s.  12 Years experience developing web-based business solutions, 7 years in Digital media, 1 years experience in an Agency. • Specialty: Systems Analysis, digital strategy & analytics. • Born again Christian, 33 Years old, loves innovation, traveling, and mentoring the next Digital marketers.
  • 3. INTRODUCTION TO DIGITAL MEDIA Session 1 (60 Mins)
  • 4. What is Digital Media? What is Digital Marketing? Digital marketing encompasses the strategy and processes of connecting with audiences across digital channels. What are the digital channels? • Internet (Publications, Advertising, Search) • Social Media • Mobile phones (SMS, Apps, IVR, CallerTunez) • Email (Newsletters, Surveys, customer care) • Electronic Billboards Plain English: Getting found online
  • 5. Social Media: Why get on board?
  • 6. Key Components of Digital Media Company Website Digital PR Content Marketing Email Marketing Digital Banking Online Influencers SEO SEM Blogs Social Media Display Ads
  • 7. Commonly Used Social Media Platforms  Facebook: Varied Content  Twitter: Varied Content  Google +: Varied Content  Instagram: Pictures & Video  LinkedIn: Proffessionals  Wikipedia: online encyclopedia  Snapchat: Short Video  WhatsApp: Varied Content  YouTube: Video  Skype: Video Conferencing  EventBrite: Events  Swarm: Location Broadcasting & Checkin
  • 8. Facebook Twitter Instagram LinkedIn YouTube Snapchat WhatsApp Primary audience All, but dominated by 18-24 yr olds Young Adults, dominated by corporates Youth, Female dominated. Corporates, Business owners, job seekers All Gen Z, female dominated All Good for what Text, Photos, Products, Videos, Links News, trends & Updates, Links to info Photos, videos & livestreams News, Jobs, Thought Leadership, Testimonials, professional discourse Video archives & Livestreams Moments in Video & Photos Text, Photos, short videos, Links, documents, discussions Best for what Ecommerce, Brand Loyalty PR, News & Events Clothing, Beauty, retail, concerts, Food & Art sales Job listings, Staff profiles, B2B Sales & Retargeting How to Videos Events, Promos CEX, promos, managing teams
  • 9. Who is on digital? • 21m + mobile connections • 14.9m internet connections • 3.9m smart phone users. • 5m users of Social Media • 3.2m use Facebook • 2.4m use WhatsApp. • 70% of usage in Uganda is accessed by Mobile devices. • 85% of users are in the greater Kampala Area. (Kampala, Mukono, Mpigi, Wakiso) • 65%- 85% of users are male, varying across channels. • 1-in-5 internet users in Uganda are on Facebook. Figures showing Ugandans on Facebook. (Data provided by Facebook) Age Male Female Totals 13-17 245,000 175,000 420,000 18-24 700,000 500,000 1,200,000 25-35 720,000 400,000 1,120,000 35-50 200,000 90,000 290,000 +50 90,000 60,000 150,000 1,955,000 1,225,000 3,180,000
  • 10. Benefits Vs. Risk Is it worth it, getting on Social media? Benefits • Increased Brand Awareness. • Increases Inbound Traffic for your website. • Improved Search Engine Rankings • Higher Conversion Rates • Better Customer Satisfaction – One on one Interaction • Improved Brand Loyalty • Increased Brand Authority • Cost-Effective
  • 11. Benefits Vs. Risk Is it worth it, getting on Social media? Benefits • Gives Marketplace Insights • A platform for Thought Leadership
  • 12. Benefits Vs. Risk Is it worth it, getting on Social media? Risk • Potential for human error. • Potential for reputation damage with the wrong communications. • Risk of flaunting compliance rules. • Leaking information to competition • Cost of hiring the right people & cost of training. • Risk of data theft. (Cambridge Analytica) • Risk of being left behind
  • 14. DIGITAL MARKETING FOR YOUR BANK Session 2 (30 Min)
  • 15. Setting your Goals Vision Company Goals Marketing & CEX objectives & targets Digital objectives & KPI’s Metric & Measurements
  • 17. The Herdsman Analogy • Ranch – Your Company Page • Cows – Followers • Bulls - Influencers • Grass – Content • Milk/Beef – Engagement/Sales
  • 18. Key goals for every company • Stick to digital channels that work. • Create a customer journey map. • Audit your content regularly. • Audit your website regularly.
  • 19. Digital ROI How does digital affect the bottom line? Commercial •Efficient advertising •Traffic for Digital Banking •Lead Generation Customer care •Extra channel for CEX •Easy Escalation •Turning Customers in ambassadors Awareness •Product awareness •Brand awareness •SEM Optimization for the website. Customer Insights •Analytics showing customer behavior. •CRM Integration •Quick & Easy Customer insights & Polls. Reducing costs of analysis
  • 20. B2C Approach Charles - CEO Energy Company • Reads online financial publications & uses LinkedIn & Twitter. • Interested in Financing for expansion of his company • Targeted through Bloomberg with Display Ads, Twitter posts & LinkedIn articles on Oil & Gas. STELLA – MD’S PA Kappa Insurance • Is often assigned research jobs by her boss. • Uses Facebook, Twitter & Instagram. • Interesting in a mortgage for herself & Working capital for her boss • Targeted through Facebook, Twitter & Instagram BARBARA - Owner Barbie’s Fashions • Uses Facebook & Instagram to market her products. • Uses Twitter to keep up with trends & news • Needs financing for her company. • Considering a mortgage. • Targeted via Facebook, Twitter & Instagram ads. NICHOLAS – 3rd Yr student Makerere University • Native Social media user on Facebook, Twitter, LinkedIn, Instagram. • Looking for a job or internship. • Targeted through Facebook, Twitter, Instagram & LinkedIn Articles Bank Website • Equity & Money Markets • Oil & Gas • Asset Financing • Infrastructure Financing • Asset Financing • Working Capital Loans • Lines of Credit • Home Loans • Asset Financing • Home Loans • Commercial Mortgage • Business Loans • U-savers account • SavePlus • Internship/Employment
  • 23. Ideal digital team structure for a bank Marketing & PR Head Digital Media Manager Digital Agency Social Media Assistant • Digital media manager – Overall digital strategy & tactics from marketing strategy – Innovation – Reporting & analysis. • Social media Assistant – Content on all digital channels. • Agency – Go-to-Market strategies – Digital creative – Local website advertising.
  • 25. ADVERTISING, REPORTING & RESEARCH Session 3 (30 Min)
  • 26. Digital advertising $0.25 $0.42 $2.00 $12.96 $166.67 $222.22 $- $50.00 $100.00 $150.00 $200.00 $250.00 Facebook New Vision Website Google Ads Billboard Magazine Newspaper Cost to reach 1000 people
  • 27. Digital advertising • Much Cheaper than traditional advertising • Can be targeted by demographics, or Customer database. • No rate card, ads according to your budget. • Limited to usage of the platform. • Influencer marketing has proved to be cheaper than Twitter advertising.
  • 28. Reporting & Analysis For strategic & tactical decision makers KPI’s to monitor • Lead converted from digital marketing. • Engagement • Sentiment • Reach & impressions • People Talking about you. • Competitive Analysis • Spend Analysis
  • 29. Research through digital channels Quick and easy surveys • Digital channels provide for quick Surveys, keeping customer anonymity after answers are given. • Complex market research can be done with premium tools like Survey monkey. • Instant preliminary results
  • 32. Personal branding on digital Passion and purpose Random mutterings online show lack of focus. Make sure you have your direction and purpose clear as possible.
  • 33. Personal branding on digital Digital platform Find a platform you are comfortable with, but ensure it is appropriate for the content you wish to create.
  • 34. Personal branding on digital Social proof • Building trust online is vital to position yourself as one worthy of reading, following and sharing. This will take time. • Online “social proof” is where you display your evidence of achievements.
  • 35. Personal branding on digital Network Business networking is both an online and offline initiative. It starts with weak ties. These can be quick bite size connections on Twitter, Facebook & LinkedIn.