BB&T Bank Corp.

Though making the leap into social media can be daunting for any business, for a Fortune 500 financial institution it’s downright terrifying.

Wondering why? Consider this: banks work in a highly regulated environment and analyze the risk and reward for every step they take. Though many of their clients were clamoring for service through social media outlets, BB&T had to put safeguards in their social media strategy to minimize the risk of any sensitive information being shared publicly.

Social Light began a strategic engagement back in 2010 with BB&T to assist in developing their strategy, gain executive management buy-in and launch on social media.

Over the course of several years, Social Light supported BB&T’s social efforts through partnerships with cross-channel committees to execute a comprehensive social media strategy that included brand management, client service and employee policies.

Though the good folks at BB&T once told us that being out on social media was the “scariest thing they’ve ever done,” we’re quite proud of the fact that we helped them overcome that fear and strike out on Facebook, Twitter, LinkedIn and YouTube.

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BB&T Million Dollar Bank Shot Challenge

Facebook Contest

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BB&T Lighthouse Project Facebook Campaign

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Social Media Video Contest

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BB&T Summer Send Off Sweepstakes

Social Media Contest

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Mobile Game Launch

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Project Highlights

Content Strategy

Focused on engaging the community while sharing financial knowledge through social media channels.

Service

Established client service protocols for social media platforms.

Community

Launched BB&T Lighthouse Project campaign on Facebook, showcasing BB&T associates’ community service projects around the country.

Monitoring & Reporting

Implementation of social media monitoring program utilizing Radian6 by SalesForce.com.

Crisis Management

Partnered with Corporate Communications to manage and respond to volatile situations

Gaming

Strategic social media planning and support during launch of mobile gaming app, Legacy: A BB&T Leadership Challenge.

Training

Corporate social media training for associates and management.

Regulatory Management

Partnered with BB&T’s Legal, Risk and Compliance departments to ensure BB&T met all regulatory requirements, including audit and tracking procedures.

Employee Policies

Supported Human Resources to develop associate social media policies.

Contests

Social Light helped BB&T implement five contests on social media channels. Check out the average fan growth per two-week round on the top three:

Summer Send Off Sweepstakes (2139)
Bright Little Savers Video Contest (1809)
ACC School Spirit Photo Contest (1562)

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