The Science of Storytelling: BNY Mellon
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BNY Mellon's Aniko Delaney, Global Head of Corporate Marketing, on leveraging the bank's rich history and connection with Alexander Hamilton to launch a successful content marketing campaign.
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The Science of Storytelling: BNY Mellon
- 1. Invested in Our Legacy 232 Years of Innovation Aniko DeLaney Global Head, BNY Mellon Corporate Marketing Bill Barrett Head of Corporate Digital Marketing May 2017
- 2. 2 Information Classification: Confidential The Beginning Alexander Hamilton founded The Bank of New York in 1784
- 3. 3 Information Classification: Confidential The Buck Started Here PLAY
- 4. 4 Information Classification: Confidential Improving Lives Through Investing Investments Company for the World Our Founder Heritage of Firsts 232 Years of Insight and Innovation
- 5. 5 Information Classification: Confidential Invested in Our Legacy Campaign Highlights
- 6. 6 Information Classification: Confidential Hamilton’s Voice – Unique Brand Opportunity
- 7. 7 Information Classification: Confidential Key Performance Indicators (KPIs) Awareness Attract Engage Convert Retain Advocate
- 8. 8 Information Classification: Confidential Social Media Results: Invested In Our Legacy Engagement rate above BNY Mellon average: +34% +40% +818%
- 9. 9 Information Classification: Confidential BNY Mellon Homepage Innovation Centers Social Media Employee engageme nt AR/VR Driving Culture Change
- 10. 10 Information Classification: Confidential Big Ideas Thought Leadership iPad App 2016 Silver Award for Innovative Digital Solutions . 2017 Webby Honoree Mobile Sites & Apps Financial Services / Banking
- 11. 11 Information Classification: Confidential Hamilton Quiz Results: • 28% Visits from Natural Search • 23% Visits from Direct • 12% Visits from Social Media promotions
- 12. 12 Information Classification: Confidential Career Quiz Top personas: 22% Investment Ace 14% Tech Wizard 12% Client Connoisseur 12% People Person 11% Branding Champion
- 13. 13 Information Classification: Confidential Digital First: CEO Leads the Way
- 14. 14 Information Classification: Confidential • Social media – Profiles – Engagement Digital Transformation Corporate and Personal Brands
- 15. 15 Information Classification: Confidential Thank you! BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation and may be used as a generic term to reference the corporation as a whole and/or its various subsidiaries generally. This material and any products and services may be issued or provided under various brand names in various countries by duly authorised and regulated subsidiaries, affiliates, and joint ventures of BNY Mellon. Not all products and services are offered in all countries. This material may not be comprehensive or up-to-date and there is no undertaking as to the accuracy, timeliness, completeness or fitness for a particular purpose of information given. BNY Mellon will not be responsible for updating any information contained within this material and opinions and information contained herein are subject to change without notice. BNY Mellon assumes no direct or consequential liability for any errors in or reliance upon this material. This material may not be reproduced or disseminated in any form without the prior written permission of BNY Mellon. Trademarks, logos and other intellectual property marks belong to their respective owners. © 2017 The Bank of New York Mellon Corporation. All rights reserved.
Notes de l'éditeur
- Thanks for inviting me to your class. I look forward to sharing the BNY Mellon story with you today I welcome questions as we go through the presentations – more interactive the better.
- Alexander Hamilton founded The Bank of New York in 1784, making BNY Mellon the oldest continuously operating financial institution in the United States. Hamilton’s vision structured a nation, created a financial system, and laid the foundation for a modern economy. Hamilton The history of the United States Military Academy can be traced to fortifications constructed on the West Point of the Hudson River during the American Revolutionary War in 1778. Following the war, President Thomas Jefferson signed legislation establishing the United States Military Academy (USMA) on the site in 1802. In 1817 the Academy was transformed by the appointment of Sylvanus Thayer who drastically reformed the curriculum. The original owner of the land at West Point was a General Stephen Moore of North Carolina. The Continental Army occupied his land for twelve years until Secretary of the Treasury Alexander Hamilton authorized the purchase of the land for $11,085 in 1790 Hamilton argued the need for a military academy in the Federalist papers. He also outlined the curriculum for a military academy Hamilton structured the Treasury Dept. as the first Treasury Secretary arranged for the Bank of NY to provide the country with the first loan – establishing the country's credit and econ independence and spurring nationwide development.
- Lets watch the Buck Started Here video
- Now let’s talk about our brand and our story I have been at BNY Mellon for over 26 years. As long as I have been here, we have always celebrated our legacy and our founder. How many have seen Lin Manuel Miranda’s Hamilton Broadway show, listened to the soundtrack, read the Chernow book? We are proud of the firsts: Hamilton: founded BK, Coast Guard, New York Post, etc. BNY Mellon: first stock traded on NYSE, first to make the loan to US government We continue to live Hamilton’s pioneering spirit…. 232 years of insight and innovation
- Corporate marketing focused on building, protecting and promoting the “Brand” You will see a lot of use of the word “enhance” A lot of work last year that will see fruition in 2015 – Website refresh, digital platform build, social presence, thought leadership, event strategy, metrics All this means we are in a good position to me more effective at powering our brand presence despite lack of advertising $ Developing tools and platforms to help sales and RM’s better articulate and present the company Modern, 21st C, flexible and dynamic approach to marketing that is metrics driven Looking to increase client and prospect interaction – engage their interest – showcase our expertise – make them advocates Launched campaign on June 9 – our 232 anniversary. Multi media, omni-channel campaign. Rang opening bell on NYSE. Then continued with social media campaign, sponsored PBS’s Hamilton’s America . The documentary shares Lin Manuel Miranda’s innovative and creative process to develop the Hamilton Broadway show. There are clips from the show, interviews with US Treasury Secretaries.
- Changing tone of brand to be more human, approachable, social media friendly Aim to emotionally connect with our constituents….mobilizer target Hamilton’s Forward Thinking Spirit Drives our Legacy Hamilton was first and foremost a visionary, he inspired and led others with a combination of ingenuity and a boundless energy to get things done. He laid a foundation that allows BNY Mellon to be one of the most stable financial institutions in the world but also one that is constantly innovating to be at the forefront of the financial industry. This is seen in: It’s this founding spirit that has propelled BNY Mellon forward over the last 232 years. A spirit that makes us uniquely BNY Mellon
- Its important to measure the effectiveness of content across our corporate channels – bnuymellon.com and our social media channels A KPI in isolation rarely provides enough actionable information on its own. A "measurement framework" places KPIs and metrics together in logical interrelated groups. The BNY Mellon measurement framework will: Provide structure and areas of focus to KPIs Ensure context for analysis and help prioritize optimization efforts Link business objectives and critical success factors to measurable outcomes Awareness: Audience exposed to our content Attract: Audience driven to our content Engage: Audience engaged with our message and our people Convert: Audience takes a key action or completes our goal Retain: Audience returns and continues to come back for more Advocate: We aspire to advocate audience promotes our brand, message or people on our behalf
- This post reflects our being in the conversation This post outperformed the BNY Mellon average Example of us getting on to a trending topic #firstsevenjobs was trending and we jumped on it showing Hamilton’s first seven jobs Was not planned but we could follow trending topic and gain awareness that adds personality and humanizes the brand
- Through our digital first and social media strategies we’re working to drive cultural change at BNY Mellon internally and change the brand reputation to be more innovative Examples of the different types of communications, moving toward digital tactics We have launched 9 innovation centers around the globe. As we saw at the beginning we have the original general ledgers. Our Silicon Valley innovation center, month other projects, focuses on distributed ledges – also known as blockchain. Our Innovation Centers all helped us celebrate Hamilton’s birthday on Jan 11 – encouraged selfies with Hamilton cutouts!!
- Gamification follows our digital strategy in executing on the brand, driving engagement and giving people a chance to share their input. We don’t want to just push content. we want to hear from visitors. 23% via the homepage feature promotion, 56% Completion Rate 53% via Desktop, 70% Completion Rate 47% Visits from Mobile Devices, 70% Completion Rate
- At the foundation of the Career Quiz project was the goal to create a candidate experience that not only delights, but also demonstrates that BNY Mellon is invested in helping people find the right role our company. Leveraging our digital-first approach, we worked with the Global Talent & Development team to create a tool that helps to engage candidates and find the right fit through a simple and informative online experience. Through a series of eight progressive questions, a candidate is asked to consider different workplace scenarios that tease out their strengths. Upon completing the quiz, each candidate receives a branded badge that identifies them with one of 10 personas. The personas show BNY Mellon as creative and playful, yet insightful, because they fit each individual. Sample personas include: Investment Ace, Tech Wizard, Prospecting Pro, Global Markets Maven, to name a few. With badge in hand, quiz takers are then are presented a list of recommended roles that link to open positions aligned with that role. After a soft launch of the quiz with the Summer Analyst Program, the Career Quiz went live on bnymellon.com on August 17th. Thus far: 51% Completion Rate (Tot. 795) Top personas: 13% Branding Champion, 13% Investment Ace, 7% Tech Wizard, 7% People Person Most viewed recommended roles: Analyst, strategist, sales/relationship manager Careers Quiz page is a top 30 page (visits)
- Gerald Hassell, our Chairman and CEO leads the digital first approach. He was given the honor of being an influencer on LinkedIn. How many of you follow influencers on Linked In – Richard Branson, Ariana Huffington – there re only 500 LinkedIn Influencers.
- It takes just 1/10 of a second for someone to make a decision about you! Both in-person and now in social media, we must be very aware what first impression we want to communicate. We work with our client-facing team to determine what is the best way to share company related information on their personal profiles. Do you follow your company’s social sites? How do you engage with your company’s social media? What content are you most likely to engage with? What content enhances your personal brand? We work with LinkedIn and they have shared a few tips: Adding a profile photo makes your profile 7x more likely to be found in searches Having your 2 most recent positions makes your profile 12x more likely to be found Users with complete profiles are 40 times more likely to receive opportunities through LinkedIn 85% of all jobs are filled via networking & social networking Not only for employment however, LinkedIn sees 85% of it's page view activity around content, therefore it is very important to represent yourself professionally, share relevant content, thought leadership, updates from your network, and begin to publish your own long-from posts on LinkedIn's publishing platform to elevate your professional brand!
- With the popularity of the musical Hamilton and it’s nomination for 11 Tony Awards, we used the voice of Hamilton to humanize our brand and bring some “fun” to our voice During the Tonys we were live tweeting in Hamilton’s voice from our corporate channel Who could have asked for a more exciting tie to our brand – than one of the most-awarded Broadway musicals!