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Reflection:

1.Discuss "transaction" based interaction vs. "deeper" or relationship based interaction (hint - see pg.670) with customers.

2.How can banks inspire deeper interactions with consumers through social media?

3.Examine digital strategy for one bank brand and provide an example of how this brand effectively inspires "transactional" interactions vs. "deeper" relationship interactions with consumers.you must select a minimum of two digital content sources. For example, you can select content from any of these sources: (1) the official website, (2) Facebook, (3) YouTube, (4) email (if you receive correspondence from this bank brand). Then discuss how this content reflects "transactional" vs. "deeper" interactions. EXAMPLES FOR SUNTRUST VS. BANK OF AMERICA WILL BE POSTED ON BLACKBOARD.

a.Provide screen shots and/or video links (if applicable) to illustrate examples.

b.What recommendations would you make for this brand to enhance deeper relationship-based interactions with consumers?

i.Consider lead generation strategies that foster personalized and/or face-to-face interactions

ii.Consider content marketing strategies (remember this type of content doesn't necessarily lead directly to conversion)

1.Post #1: Bank: ________________________Date: __________________________

2.Platform (select one):

a.Website (include link and screenshot)

b.Facebook (include screenshot)

c.YouTube (include link)

d.Email (include document)

3.Describe the theme (transaction or relationship) using keywords and a screenshot to illustrate:

4.Metrics:

a.Views __________________

b.Comments ______________

c.Shares _________________

d.Likes __________________

e.Loves _________________

5.Recommendations to enhance deeper relationship-based interactions (consider lead generation strategies and content marketing strategies that do not necessarily lead direct to conversion):

1.Post #2: Bank: ________________________Date: __________________________

2.Platform (select one):

a.Website (include link and screenshot)

b.Facebook (include screenshot)

c.YouTube (include link)

d.Email (include document)

3.Describe the theme (transaction or relationship) using keywords and a screenshot to illustrate:

4.Metrics:

a.Views __________________

b.Comments ______________

c.Shares _________________

d.Likes __________________

e.Loves _________________

5.Recommendations to enhance deeper relationship-based interactions (consider lead generation strategies and content marketing strategies that do not necessarily lead direct to conversion):