Financial Institution Blogs: How to Manage Your Brand, Engage Customers and Why You Can't Afford to Wait

Table of Contents

• Overview
• Primary Questions
• Findings and Analysis
• Blogs: A New Online Channel of Communication for Financial Institutions
• They' re Talking about You": Advanced Tracking for Business Insights
• Use an FI Blog to Positively Affect Reputation and Brand Image Online
  • Become an active listener and partner with consumers through the blog
• The Value to Consumers: Customer Support Vital to Create Traffic
• For Larger Institutions, Focus Blogs on Particular Lines of Business
• Honesty, Relevancy and Authenticity Key Factors to Successful FI Blogs
• Creating a Blog: Addressing Practical Issues and Concerns
  • What about negative comments? How should we address them?
  • I don' t think we have the resources to handle posting and responding to all the comments.
  • How do we deal with legal, compliance and privacy issues?
  • How much does it cost to implement a blog?
• Related Research
• Appendices-Additional Data on Blogging for Financial Institutions

Table of Figures

• Figure 1: FI-Customer Online Communication Matrix
• Figure 2: Effects of Blogs on Banking Relationship by Tech-wise Consumers
• Figure 3: Verity CU' s "Our Voices" Blog Front Page
• Figure 4: Type of Information Desired on a Blog by Tech-wise
• Figure 5: Likelihood of Accessing FI Blog by Tech-wise
• Figure 6: FI Benefits and Challenges of FI Blogs
• Figure 7: Vancity CU' s "Change Everything" Blog Front Page
• Figure 8: Wells Fargo' s "The Student LoanDown" Blog Front Page
• Figure 9: Likelihood to Switch Financial Services Provider by Tech-wise
• Figure 10: Effect of Blogs on Banking Relationship by Age
• Figure 11: Likelihood of Accessing FI Blog by Income
• Figure 12: Likelihood of Accessing FI Blog by Ethnicity
• Figure 13: Type of Information Desired on a Blog by Age
• Figure 14: Important Criteria for Selecting a New Financial Services Provider