The Big List Blog
Fidelity Investments: Helping Facebook Users Build and Share Their Goals & Dreams: The FutureTimeline — Live from BlogWell
1:31 — Fidelity’s Martha Hayward is going to discuss how they created a robust Facebook application in a heavily regulated industry.
1:33 — Martha: Fidelity’s goal was to build the application using data within Facebook to visualize people’s goals and dreams.
1:34 — Martha says Fidelity wanted to take the information from their Facebook followers to build future goals based on interests and likes that have been shared.
1:36 – She says the application pre-populates goals based on interests that have been pulled.
1:38 — Martha: The more people can visualize goals, the greater chance that they will take steps to actually realize them.
1:38 — Fidelity designed the Facebook application so their followers could edit their goals, and share them with their friends.
1:39 — Martha says users can also set auto-notifications to make sure they are staying on track.
1:40 — Fidelity’s social marketing team recognized the key to engaging their community of followers was through offering their help. How can Fidelity improve their customer’s lives and build a community? This was the primary question.
1:41 — Martha says Facebook followers were encouraged to start conversations, share their stories and help each other with respect to setting retirement goals through four simple steps.
1:42 — Step 1: Start thinking about retirement. The Savings Hierarchy helps you figure out how to start.
1:43 — Step 2: Planning through the Retirement Quick Check.
1:44 — Step 3: Invest through the Portfolio Review product.
Q & A:
Q: — Privacy Settings, do they prevent visibility?
A: — Yes, but they are only looking at the most high level information on Facebook that isn’t affected by Facebook privacy settings.
Q: — What has been the biggest suggestion for the Fidelity Social team?
A: — We approached this campaign as “test and learn.” The fact that it exists is a success. We wanted to raise people’s awareness with the appropriate cadence on our Facebook page, and help people with their retirement planning. We also just launched moneyfirst.com to help people start saving now.
Q: — Is there any mechanism to use Facebook to help friends be inspired by the people that are following them?
A: — What Fidelity wanted to do was “not be creepy.” Reducing the friction with respect to setting goals, and make it easy to jumpstart idea generation by simply sharing goals in a community type forum.
Q: — How long it took to develop the app, how many people were involved, and how much did your Facebook community grow as a result of the launch?
A: — It was a nine-month timeframe from ideation to execution. The ideation was a collaborative effort between Facebook and Fidelity. They hired their ad agency to assist the brand in the build. We are engaging in paid promotion on Facebook to increase visibility of the tool.
Q: — What were some of your goals in terms of metrics?
A: — Are people entering tips? Fidelity is tracking how many goals are being created, and how many users are actively leveraging the application. They didn’t have specific benchmarks with respect to goals.
Q: — Is there a way Fidelity is tracking lead generation through Facebook?
A: — We are not tracking if the users become a customer of Fidelity through the application, but this is certainly a goal we are looking at.
Q: — Can you share how people are using and sharing the application?
A: — You can manually share particular goals, and this can be tracked. You have to agree to the terms/conditions of using the application prior to joining. You have to give permissions. Fidelity also asks users to post on their behalf to opt-in. If you are half-way to your goals they make an announcement.
Q: — How does this tie in overall to your digital marketing plan? Overall goals?
A: — Overall business goal was to become a more social organization and connect with Facebook users in order to align our brand with potential clients. We wanted to appear authentically in appropriate social channels. Finally, we really wanted to find a way to leverage social channels in order to help people.
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