How US Bank’s Social Media Strategy Brought Human Connection Back to Banking
When people think of banks, they often think of monolithic organizations that engage in high finance and manage the world’s wealth.
In truth, most of the world’s banking occurs at the ground level among real people in real bank branches.
US Bank felt that the human side of banking had been missing from the equation for some time now, so it decided to launch an innovative social media campaign. The US Bank Road Trip campaign gave social media users, especially younger ones, an opportunity to meet the people who work for US Bank and hear their stories.
The US Bank Road Trip
US Bank has over 2,200 branches across the country, and each building is staffed by a diverse cast of people who all have a story to tell. According to a press release by US Bank, the company "set out to uncover those stories and tell them in a video series we call #usbankroadtrip.”
Among the employees surveyed included Gemma Perez Valdez, "a young Denver-based banker known for her skill in explaining new technology to customers.” The press release says Valdez "takes inspiration from her immigrant parents – always keeping in mind how she would want them to be treated.”
Other people highlighted in the series include one of the bank’s first female maintenance workers, a proud military mom, a Phoenix banker who once experienced homelessness, and a team of bilingual employees who service customers in their native languages.
All the stories featured in the video series highlight real people who work at US Bank, as well as their hopes, struggles, and history. For example, this video from the Five Points US Bank Branch in Denver, Colorado explores how the US Bank branch is helping educate visitors about the history of the area.
According to Time Welsh, vice chair of Community and Business Banking at US Bank, each branch is unique, "and not just in a community but part of a community, which is something we take great pride in. It’s a special place where our bankers show up day in and day out to serve their communities, friends, and neighbors, by powering their potential.”
Making a Human Connection
In the era of digital banking, where transactions and interactions have been streamlined through screens, the human connection often takes a backseat.
US Bank's innovative campaign is crucial because it reinstates this missing human element into the equation. By focusing on their employees' stories, they have not just humanized the bank, but also the banking experience itself.
This approach resonates strongly with the younger generation, who tend to value authenticity and personal connections, even in their interactions with companies.
Moreover, by utilizing social media platforms for this campaign, US Bank tapped into a medium that the younger demographic is intimately familiar with.
The #usbankroadtrip series was not merely another advertisement but was a collection of relatable, real-life stories that audiences could connect with, thereby fostering a sense of trust in the bank. US Bank's innovative strategy reflects an important shift in banking communication by bridging the gap between digital convenience and human connection, making it a powerful tool for reaching and engaging the younger generation.
Drawing Inspiration from US Bank's Strategy
Banks seeking to attract and engage today’s customers can draw valuable lessons from the US Bank's example.
The first and foremost takeaway is the importance of authenticity in marketing. By revealing the human side of banking through the #usbankroadtrip series, US Bank has demonstrated how authenticity can create trust and foster deeper connections with customers.
This approach can be emulated by other banks by sharing real stories from customers, employees, and the community.
Another crucial learning point is the effective use of social media. Banks have an opportunity to leverage social media channels in innovative ways to break free from common stereotypes about financial institutions. This could involve using popular social media trends or features and presenting banking in a context that is relatable to the audience.
Moreover, the focus on the human element in digital banking, as shown by US Bank, should not be underestimated. Regardless of how high-tech banking becomes, people still value human connections and empathy. Banks, therefore, must balance the convenience of digital transactions with the personalized touch of human interactions.
Learn More About the Next Generation of Bank Marketing
One final lesson from US Bank’s strategy is that bank branches offer a wealth of opportunities for the brand. Not only do they act as service centers for customers, but they are also fixtures within communities. Many bank branches have unique histories, and they are staffed by people who can tell inspiring stories.
If you’d like to know more about the future of bank marketing, don’t miss the next Future Branches event. It’s happening at the JW Marriott in Austin, Texas on November 28 - 30.
Download the agenda and register for the event today.