Using Content to Build Relationships with Customers Brett Pohlman Regions Financial Corporation Birmingham, AL

My Background – 5+ years of agency experience in social media – Joined Regions Bank in – My role as Social Media Community Manager is to foster communities, manage content calendars and act as a liaison between business groups and Regions agency of record.

Background on Regions – Launched social media in November 2011 with Social Care on – Content and Community building in 2012: Launched Facebook, YouTube, Foursquare and Google+. – Influence & Engage Communities 2013 and 2014: LinkedIn, Pinterest, SlideShare.

5 Social Media Content Best Practices 1.Strong strategy and vision 2.Tailored, relevant and scalable content 3.Be useful and add value 4.Give Back 5.Have fun!

1.Strong Strategy and vision – Tailor strategy for engagement first, sales later – Benchmark and measure metrics that matter to you – Align social media objectives with business goals – Research customer behavior and expectations – Embrace data

2.Tailored, Personal and Relevant Content – Tailor content by channel – Make changes in content as demographics and psychographics change – Ask your audience what content they want to see – Excellent customer service

3.Be useful and add value – Identifying your customer’s problem is where adding value starts – Listening when they talk is your opportunity to fill the value gaps – Be a resource for your customers and potential customers

4.Give Back

5.Have fun!

Q&A