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For B2C Marketing Professionals

Social Media Marketing For Financial Services

How To Navigate The Regulatory Minefield And Build Effective Social Media Programs

September 7, 2010

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  • By Nate Elliott
  • with Emily Riley,
  • Benjamin Ensor,
  • Jennifer Wise

Why Read This Report

Financial services firms are beginning to adopt social technologies: In fact, we found that 79% of companies in the industry have some social media presence. But, held back by regulatory concerns and a lack of experience, few are using social media very well. Financial services marketers must adapt to take advantage of new, relatively liberal regulatory guidance — and they must actively engage their audiences in conversations about personal finance and investing to increase customer involvement and loyalty.

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  • Italian, Dutch, And Swedish Banks Have The Best Opportunity For Social Media Marketing
  • The Age Skew Of Financial Products Shows In Their Consumers' Adoption Of Social Media
  • Internet Banks' Customers Are By Far The Strongest Adopters Of Social Media
  • PNC Bank Customers Are The Most Engaged With Several Key Social Behaviors
  • Nearly 80% Of Financial Services Firms Use Social Media
  • Financial Services Firms Rarely Use Social Media To Promote Their Products
  • Most Financial Firms Allow User Posts On Their Facebook Pages, But Few Respond

Table of Contents

  • Financial Services Customers Are Using Social Tools
  • Most Financial Services Firms Have Explored Social Media
  • Compliance Concerns Have Crippled Most Firms' Social Efforts
  • The Best Social Media Marketing Efforts Actively Engage Users

  • Break Through Compliance Concerns And Talk With Your Customers

  • Use Forrester's Expertise To Develop Successful Social Media Strategies
  • Supplemental Material
  • Related Research Documents