Last week, I posted a short update on the Visible Banking facebook page to congratulate Interbank Peru for breaking the 200,000 likes barrier on their main page. My team noticed the update as part of our Facebook Watch series: we are now tracking over 1,000 pages and apps in 72 countries.
I was pleasanty surprised when just a couple of hours later, I received an email from Moisés Gordillo – Digital Marketing at Interbank, to thank me for my coverage and offer me an interview with one of the leading media in Peru: “This post has generated much expectation among the local media. One of the most important in Peru wants to make you a skype interview about social media in banks in the world where you mention the participation of a Peruvian bank.”
And just a couple of days ago, an update (with a very decent 150+ interactions) on the Interbank page caught my eyes.
Bloggers could well be your best shot at spreading the news and creating some buzz outside your country. An insightful, unbiased, blog post usually generates a good amount of tweets, linkedin updates and possibly other blogging and traditional media coverage. This is a cost effective way (it is totally free) to generate great exposure and contribute to your earned media goals.
But based on my experience, very few financial institutions appreciate how much time and effort it takes to publish insightful blog posts.
And they still don’t understand what motivates bloggers and how to reward them. Hence the importance to understand what your influencers expect in return: some exposure on your own social media assets (a wall post on facebook or a tweet), a comment on the blog post from your community manager, an interview with your project owner, a thank you email with a request for a conference call to explore opportunities for a collaboration…
I’d like to thank Moises and his Interbank colleagues for the visibility on facebook, and praise them for their well executed influencer management strategy.
We at Visible Banking would be delighted to help you and your team better UNDERSTAND and LEVERAGE social media in a strategic yet pragmatic way. So please don’t hesitate to call me, send me an email or DM me (@Visible_Banking) to book a meeting and talk about twitter, facebook,crowdsourcing, customer reviews, social media & social commerce in banking, financial services and insurance.