We catch up with Steve Hewitt, Social Media Manager at Aldermore Bank, on which social channels work best for the brand, why aligning social with the overall business strategy is crucial and how to measure success.
Firstly, talk us through what a typical day in the life of a social media manager looks like…
Most days are centred around planning. Working with three marketing teams, plus the internal and external comms teams, I need to make sure I know what’s coming up, what’s going out that day and that everything is ready and approved – easier said than done. I also catch up with our agency partner (TVC) at least once a week, to review activity and the social listening that they carry out for us, as well as the marketing teams, to go through their planned campaigns and activity for the weeks ahead.
What would you say is the single most important part of a social media manager’s role?
For me, having worked on social media within the finance industry for more than 10 years, it’s understanding how social works for the business and how the social strategy aligns with the overall brand and business strategies. Whether it’s offering excellent customer service, engagement with your page or promoting your products you need to know what you’re aiming to do and why.
What technology are you finding most useful to do your job?
Having a tool that helps you to plan and schedule your posts, plus manage the pages is really helpful. We use Sprout Social, and for me this makes life a whole lot easier (disclaimer – other social platforms are available ☺).
Which social channels work best for Aldermore and why?
As a general rule for us it would be LinkedIn. But again it depends on the situation. For example, during the recent pandemic, Facebook and Twitter have been great tools for customer service, and offered valuable insight into what customer content we should produce.
How do you measure success?
There are a number of metrics we use to evaluate success, from engagement, to click through rate to conversion, and this varies depending on the KPI of the campaign. Overall, the main objective for me is brand awareness. Being a ‘challenger’ brand it’s important to let people know who we are, what we offer, build trust and raise our profile. Social can often be the first interaction with a brand or the first place a customer goes to find information, so we need to consider that in what we do, as first impressions count!
‘Backing people’s lives to fulfil their hopes and dreams’ is Aldermore’s purpose – how does that translate through what you do on social?
‘Banking for the Bold’ served Aldermore well, but following the integration of MotoNovo Finance into an enlarged Aldermore Group, a new purpose was shaped to drive forward the bigger Group that’s about ‘Backing people to fulfil life’s hopes and dreams’. This is whether people are looking for a personal mortgage, commercial loan, business finance support, a dynamic savings option, or to purchase a new vehicle – the Aldermore Group has a range of financial support delivered with excellent customer service (4.5 on Trustpilot).
What we do on social is help relay this message to our community, target audience and beyond. Through the products we offer and the success stories we share, we look to demonstrate that we’re there to help customers through life’s tapestry.
Our purpose is about how we’ll look to help where other, more traditional banks, may not. On social, we try to show how we support people in achieving their personal and professional ambitions. We do this by sharing our customers’ success stories, how we helped support them in their success, as well as the product and service innovations we provide.
How do you stay on top of the latest updates, innovations and new platforms across social media?
Social media is a great place to start. Following industry experts and influencers on LinkedIn and Twitter is a good way of staying on top of what’s going on as there are loads of resources, groups and experts sharing ideas, updates and insight.
And finally, of all the content you’ve seen recently, what has stood out and why?
Being an avid football fan I’ve always loved some of the content that Nike and Adidas produce. Given the current Covid-19 situation, they’ve done it again with some really clever simple ads, to highlight the importance of staying inside and respecting social distancing.