Murphy & Company Product Orientation Guide

7-26-21

Product Orientation Guide Deployment Strategies for Videos & User Guides

13610 Barrett Office Drive | Suite 206 St. Louis, Missouri 63021

mcompany.com | 636-394-2116

About This Document Thank you for choosing Murphy & Company to provide marketing and educational tools to support your digital banking channel. This document was designed to provide you with both technical and non-technical guidance during the deployment of videos and user guides covering your digital banking experience. The ultimate measure of a successful digital banking system is the direct, positive impact it has driving the core objectives of the financial institution. Successfully deploying these tools involves both technical installation and social networking among your financial institution’s staff and clientele. Financial institutions who are successful with the digital channel share the common trait of promoting their online offerings through marketing and educational content to create new relationships and sell more products. This document was created to help your financial institution get the most out of your digital banking services through proper deployment of our user guides and videos. This document should be shared with two groups: The first section of this document covers the suggested steps for your technical team to add this content to your website, configuring pages and related tasks. Your technical team should review this document as it contains direction and tips on how to successfully insert these digital assets to your website. Product and marketing teams should refer to the second half of this guide for tips and strategies to encourage greater awareness, enrollments and usage of the online channel. Product teams can share this information with senior management, marketing, training, call center and other related groups. About Murphy & Company For more than 25 years, Murphy & Company has helped hundreds of financial institutions achieve their digital banking goals. We offer extensive knowledge and valuable marketing solutions to the FinTech community. Our real-world experience can help drive enrollments and minimize hassle, strengthening consumer and business relationships. Disclaimer Author and publisher provide no warranties or representations with respect to the completeness and accuracy or the information contained in this guide and specifically disclaim any implied warranties, fitness for a particular purpose, or merchantability of the material covered in this guide. Concepts, strategies, and procedures outlined in this guide can and do change and may not be applicable to all readers. The content in this guide is not warranted to offer a particular result of benefit. Neither the author or shall be liable for any damages arising out of the use of this guide, including but not limited to loss of profit, commercial, special, incidental, or other damages. For complete product and service information, please refer to the terms, condition, and disclosures for each product and service available from your representative.

© 2021 Murphy & Company, Inc.

If you have any questions, contact our client experience manager at 636-394-2116.

mcompany.com 636-394-2116

2

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

Table of Contents

Product Orientation Guide ........................................................................................................................................................ 1 Deployment Strategies for Videos & User Guides .................................................................................................................. 1 About This Document .......................................................................................................................................................... 2 About Murphy & Company................................................................................................................................................... 2 Disclaimer ............................................................................................................................................................................ 2 SECTION 1 .................................................................................................................................................................................. 4 Deliverable Options.................................................................................................................................................................. 5 Marketing Video Playlist Delivery Methods ......................................................................................................................... 5 Educational Video Playlist Delivery Methods ...................................................................................................................... 6 User Guide Delivery Methods .............................................................................................................................................. 7 SECTION 2 .................................................................................................................................................................................. 8 Technical Deployment & Issues .............................................................................................................................................. 8 Building a Resource Page ................................................................................................................................................... 8 SECTION 3 .................................................................................................................................................................................. 9 Non-Technical Deployment Strategies .................................................................................................................................... 9 Deployment Strategies for Marketing Video Playlists.......................................................................................................... 9 Deployment Strategies for Educational Video Playlists..................................................................................................... 10 Deployment Strategies for User Guides ............................................................................................................................ 11 SECTION 4 ................................................................................................................................................................................ 14 Analytics/Statistics ................................................................................................................................................................. 14 Video Statistics .................................................................................................................................................................. 14 User Guide Statistics ......................................................................................................................................................... 14 Interpreting Statistics ......................................................................................................................................................... 14 SECTION 5 ................................................................................................................................................................................ 15 ADA Compliance.................................................................................................................................................................... 15 USEFUL LINKS......................................................................................................................................................................... 16 Sprout Video Support......................................................................................................................................................... 16 FlippingBook Support......................................................................................................................................................... 16 Sharefile Support ............................................................................................................................................................... 16

mcompany.com 636-394-2116

3

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

Content Overview Murphy & Company provides user guides and videos to create awareness and educate end users. Our content starts with existing libraries created for popular online banking vendors. We then incorporate your company’s branding and create drafts for your review and approval. The success of these tools is greatly dependent upon their placement throughout your marketing campaigns, training efforts and web design. Marketing Videos: Our marketing content showcases your services and drives awareness of online banking features. The main goal of these videos is to maximize the amount of messaging consumers receive. The more places these videos are deployed, the more potential viewers will have a chance to see them. This content is best suited for social media, banner-ad campaigns and more. The Conversion Series, Marketing Series and Security Tips & Fraud Prevention Series playlists are all considered Marketing Videos. Educational Videos: Our educational videos walk end users step-by-step through the most popular features and functions of online banking. These videos are great visual and verbal resources for both user and staff training. Includes playlists such as Online Banking Basics, Business Online Banking, Mobile Banking, Preferences & Settings, Personal Financial Management, Bill Pay, Corporate Online Banking and Corporate User Roles Playlists. User Guides: User Guides are a great comprehensive learning resource. They provide detailed step-by-step walkthroughs of all features within Online and Mobile banking. Our User Guides are delivered in multiple formats, including Flippingbook and ADA-compliant PDFs. We offer User Guides covering Personal, Business and Corporate features. Custom Content: Murphy & Company also creates custom content from scratch. We collaborate with clients to determine proper branding usage and creative direction. Our experience enables us to quickly move through the development phase of your custom video or user guide at a fraction of the time and cost it would require elsewhere. Our custom content typically covers ancillary features or assists marketing campaigns. Our primary content includes:

mcompany.com 636-394-2116

4

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

SECTION 1 Deliverable Options Marketing Video Playlist Delivery Methods

Murphy & Company’s Marketing Video Playlists include short videos highlighting the main areas of online banking. These videos are meant to drive awareness, enrollment and usage. They can be used in a variety of occasions. Here are the most common delivery methods: Sprout Individual Players: Each Marketing video from our Marketing Series is made to stand on its own, highlighting a certain aspect of Online Banking. As such, they are delivered in individual video players by default. This allows for maximum coverage on your website, as each video can be placed on the appropriate pages. The Conversion Series is also provided in individual players in case you would like to release them in our suggested staggered deployment (see Deployment Strategies in Section 3). Sample: https://bit.ly/2v26at2 Sprout Playlist Players: While a majority of our marketing videos are best suited for deployment in Individual Players, Murphy & Company will also provide playlist players. One playlist will contain all the Marketing series videos, which may be useful on your we bsite’s home page to display highlights of each aspect of your services. We also offer our Security Tips & Fraud Prevention playlist, which discusses serious security topics using a lighthearted tone. The Conversion Series playlist is a set of videos meant to be used in the time leading up to a conversion to a new online banking system. A playlist player will be best suited for deployment on a Conversion Information page Sample: https://bit.ly/32bCAxm

Sprout Individual Player

Sprout Playlist Player

Video Files: Upon request, Murphy & Company can provide files for any branded and/or custom content. This is useful if you plan to host the videos on your own, use them in branches or post them to social media. The video files are typically delivered in an MP4 format, but other formats are available upon request.

mcompany.com 636-394-2116

5

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

Educational Video Playlist Delivery Methods Murphy & Company’s core video offering feature s over 60 minutes of videos covering the most popular features found within several online banking systems. There are a variety of ways these can be utilized including a resource page, internal training and feature awareness campaigns. Here are the most common delivery methods: Sprout Individual Players: There are many videos within the playlists that may need attention on their own. When promoting a specific feature, an educational video explaining how to use it may be one of your most valuable assets. Upon request, Murphy & Company can provide individual player links and embed codes for specific videos found in an educational video playlist. Sample: https://bit.ly/3id5LIO Sprout Playlist Players: With each video playlist purchase, Murphy & Company provides playlist players hosted by Sprout. Each playlist player includes all videos applicable to that video series. They can be altered to feature custom titles and specific organization of videos. Any changes made to the players are behind the scenes, with no need for replacement URLs or embed codes. Sample: https://bit.ly/2UgkCdq

Sprout Individual Player

Sprout Playlist Player

Video Files: Upon request, Murphy & Company can provide files for any branded and/or custom content. This is useful if you plan to host the videos on your own or use them in branches. The video files are typically delivered in an MP4 format, but other formats are available upon request.

mcompany.com 636-394-2116

6

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

User Guide Delivery Methods User guide deployment strategies are very similar to video deployment strategies. End users can either reference the entire guide or you can create a direct link to an individual page so end users can find information regarding specific features. Here are the most common delivery methods: FlippingBook Link: The FlippingBook link needs to be embedded into your website. User guides hosted by Murphy & Company can be updated by Murphy & Company and the updates will automatically appear on your website. HTML Code: In order to properly host and display your user guide your financial institution will need to create a separate directory on the server to disperse the user guide files. You need to add a link to the user guide on your financial institution’s resource page. These links should connect to the index.html file within its own directory.

NOTE: The user guide will not work properly until it is hosted. Any attempts to display the user guide locally will result in an error. Any updates will require the existing HTML files to be updated with new ones.

mcompany.com 636-394-2116

7

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

SECTION 2 Technical Deployment & Issues Building a Resource Page

The primary delivery method of online banking resources is through the clients’ websites. Best practices suggest creating a single resource page where all guides, videos, FAQs and related information can be shared. This allows all stakeholders, front- line tellers, personal bankers, call centers, etc. to refer to a single source to find the most up-to-date information on the digital channel. Our company website shows how links are embed into a resource webpage: https://www.mcompany.com/services.

These are two financial institutions who have done a particularly good job of organizing a resource page:

All America Bank

America Savings Bank Hawaii

When using FlippingBook, you can link to a specific page by:

1. Navigate to the page.

2. Click the “SHARE” icon at the bottom of the page.

3. Check the box next to “Share current page.”

4. Click the Copy button.

To embed a FlippingBook into your website:

1. Click the Share button

2. Open the “Insert to Site” tab.

3. Adjust the size of your publication to fit on your web page.

4. Press the Copy button.

NOTE: Creating the resource page is only half the battle. Far too many banks and credit unions do not link their main website to their resource page. Best practices suggest putting a button or link titled “Learn More” or “Demos” next to the location where end users log in to the digital channel .

mcompany.com 636-394-2116

8

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

SECTION 3 Non-Technical Deployment Strategies Once videos and user guides are technically deployed, it is up to the financial institution to advertise their new products. Deployment Strategies for Marketing Video Playlists 1. Awareness Campaigns: Using individual video players and/or files can help you get the most out of your purchase. a. Social Media: One of the best ways to place information in front of the eyes of your potential users is through social media. Videos that promote your online and mobile banking offerings are more entertaining and relatable than educational content, making current and potential users more likely to stop and watch. b. Email Newsletter: When planning campaigns to drive awareness and enrollment, each marketing video will help inform your users of the different aspects of online banking. Targeting account holders that haven’t engaged in these features can increase usage numbers. 2. Website Usage: Some aspects of Online Banking can be rather complicated. Individual player links can help supplement any web page dedicated to a specific feature. a. Website Banner: If your website features a banner, it is typically the first thing your customers or members will see. This is one of the best places to put links to whatever your financial institution may be trying to promote. Adding a link to an applicable marketing video will provide convenient access to the information and will help draw in more visually oriented users. b. Feature-Specific Pages: The most popular features in your Online and Mobile Banking system will usually draw the most questions. Building a page on your website dedicated to information about one or more of those features will go a long way to show your customers or members which features your users go to most. While an educational video may show them how to use it, a marketing video will show them why they want to use it. c. Conversion/Merger Information : There will be plenty of things to tell your customers or members about an Online and/or Mobile Banking upgrade. It is beneficial to have one central location for them to find all the things they need to know going into the conversion. Sample: https://bit.ly/3xWPbUo NOTE: We believe the most effective campaigns are guided by a 12-month calendar. Driving specific product awareness at certain times of the year can impact the overall success of a campaign, e.g., promote money management tools during tax season.

mcompany.com 636-394-2116

9

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

3. Branch/Employee Orientation: Marketing videos can help give your branch employees an idea of what features are included in Online and Mobile Banking. All staff members should be familiar with this information. a. New Employees: Any new employee that is in direct contact with customers or members may need to know about online banking. These videos will help familiarize them with the most common features. Deployment Strategies for Educational Video Playlists 1. Website Resource/Help Center: When deploying any educational content, we stress the importance of having a resource or help center on your website. This can be one page or multiple pages, but the most important point is organization. If your users cannot find the information they’re searching for, these learning tools can’t do their job. We suggest the following: a. Clearly Defined Sections: If you have a one-page resource center, break it into sections. Dropping large amounts of information onto one page can be intimidating to some users, so we suggest organizing it into easily comprehensible pieces for easy reading and viewing. b. Supplemental Pages: While a general “Online Banking Help” page may work for the majority of the information in your resource center, supplemental pages are very important especially when it comes to specialized knowledge like Business Online Banking and Personal Financial Management (PFM). c. Frequently Asked Questions: Compiling a list of frequently asked questions is useful for both marketing your Online Banking products and educating your users. The most common questions from your customers or members will help guide your efforts and tell you what aspects of Online Banking are in highest demand. Sample: https://bit.ly/2up251M 2. Training: While User Guides deliver a wealth of technical information, sometimes the best training tool is a brief overview. The Educational video playlists can help your customer or member service representatives get familiar with your online banking services. It can work as a guide to common features, giving them insight into the tools users will use the most. a. Branch Orientation: A unified set of educational material can help keep all your branches in sync when it comes to your online banking information. All staff members should be familiar with this information. b. New Employee Training: Any new employee that is in direct contact with customers or members may need to know about online banking. These videos will help familiarize them with the most common features. c. New Account Opening: When a customer or member wants to open an account for the first time, they will need to know what tools are available for managing their money. The educational video playlists give them a list of their options and lets them know what they can do with those features. d. Business Education: Business Online Banking can be complicated, and some customers or members may need help learning their way around your system. The videos can be very beneficial to these users and the account managers tasked with helping them get set up.

mcompany.com 636-394-2116

10

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

3. Web Pages: Some features of Online Banking can be rather complicated. Individual player links can help supplement any web page dedicated to a specific feature. a. Popular Features: Features like Mobile Deposit and Alerts get the most use and the most questions from users. Having pages dedicated to explaining these features and detailing how to use them will go a long way to mitigate questions in your call centers. b. Mobile Banking: Mobile Banking is one of the most popular aspects of Online Banking. A Mobile Banking resource center can both help spread awareness and educate your customers or members about the benefits of banking on the go. The Mobile Banking playlist is an invaluable asset when setting up a mobile-specific page. Sample: https://bit.ly/3ihz3pH 4. Awareness Campaigns: Using individual video players and/or files can help you get the most out of your purchase. While Marketing videos are better suited with driving awareness, sometimes a campaign may want to focus on a single feature (like Mobile Deposit). a. Social Media: Planning and releasing a series of “How - To” posts will let your customers or members know that you’re always looking out for them and want them to use their online banking to its full potential. b. Email Newsletter/Website Banner: When adding to a newsletter or website banner, think about which features are getting the most questions or concerns from your customers or members. Including one or more videos along with those will give your users a head start on learning those features.

NOTE: We believe the most effective campaigns are guided by a 12-month calendar. Driving specific product awareness at certain times of the year can impact the overall success of a campaign, e.g., promote money management tools during tax season.

Deployment Strategies for User Guides 1. Website Resource/Help Center: When deploying any educational content, we stress the importance of having a resource or help center on your website. This can be one page or multiple pages, but the most important point is organization. If your users cannot find the information they’re searching for, these learning tools can’t do their job. We suggest the following: a. Clearly Defined Sections : If you have a one-page resource center, break it into sections. Dropping large amounts of information onto one page can be intimidating to some users, so we suggest organizing it into easily comprehensible pieces for easy reading and viewing. b. Supplemental Pages: While a general “Online Banking Help” page may work for a majority of the information in your resource center, supplemental pages are very important especially when it comes to specialized knowledge like Business Online Banking and PFM.

mcompany.com 636-394-2116

11

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

c. Frequently Asked Questions: Compiling a list of frequently asked questions is useful for both marketing your Online Banking products and educating your users. The most common questions from your customers or members will help guide your efforts and tell you what aspects of Online Banking are in highest demand. Sample: https://bit.ly/3ihz3pH 2. Training: The User Guides deliver a wealth of technical information and can help your customer or member service representatives get familiar with your online banking services. User guides can teach staff about common features, giving them insight into the tools end users will use the most. a. Branch Orientation: A unified set of educational material can help keep all your branches in sync when it comes to your online banking information. All staff members should be familiar with this information. b. New Employee Training: Any new employee that is in direct contact with customers or members may need to know about online banking. These user guides will help familiarize them with the most common features. c. New Account Opening: When a customer or member wants to open an account for the first time, they will need to know what tools are available for managing their money. The user guides provide them with a list of options and lets them know what they can do with those features. d. Business Education: Business Online Banking can be complicated, and some customers or members may need help learning their way around your system. User guides can be very beneficial to these users and the account managers tasked with helping them get set up. 3. Web Pages: Some features of Online Banking can be rather complicated. Individual page links can help supplement any web page dedicated to a specific feature. a. Popular Features: Features like Mobile Deposit and Alerts get the most use and the most questions from end users. Having web pages dedicated to explaining these features and detailing how to use them will go a long way to mitigate questions in your call centers. b. Mobile Banking: Mobile Banking is one of the most popular aspects of Online Banking. A Mobile Banking resource center can both help spread awareness and educate your customers or members about the benefits of banking on the go. The Mobile Banking pages found in our Personal Online Banking guide are an invaluable asset when setting up a mobile-specific web page. Sample: https://bit.ly/3ihz3pH

mcompany.com 636-394-2116

12

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

4. Awareness Campaigns: Using individual pages can help you get the most out of your purchase. While Marketing videos are better suited with driving awareness, sometimes a campaign may want to focus on asingle feature (like Mobile Deposit). a. Social Media: Planning and releasing a series of “How - To” posts will let your customers or members know that you’re always looking out for them and want them to use their online banking to its full potential. b. Email Newsletter/Website Banner: When adding to a newsletter or website banner, think about which features are getting the most questions or concerns from your customers or members. Including one or more user guide samples will give your users a head start on learning those features.

NOTE: We believe the most effective campaigns are guided by a 12-month calendar. Driving specific product awareness at certain times of the year can impact the overall success of a campaign, e.g., promote money management tools during tax season.

mcompany.com 636-394-2116

13

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

SECTION 4 Analytics/Statistics Statistics can be acquired for our user guides and videos via Google Analytics. Video Statistics

The majority of our videos are delivered in Sprout Video Players. You have the choice to utilize the provided players (playlist and/or individual) or host the video files on your own platform. If you choose to use Sprout players, analytics for individual videos can be provided upon request. Additionally, a Google Analytics code can be attached to a Sprout player when it is embedded in your website. It will not provide information as detailed as Sprout’s analytics but will tell you how often a video player is used. If you choose to host on yo ur own platform, you may have more freedom and control over your video reporting. User Guide Statistics When we deliver a user guide, we include your Google Analytics code to detect what device and where the user guide is being viewed. This code is inserted into your website’s document management sy stem and a report is sent to your Google Analytics each time the user guide is opened or viewed. Interpreting Statistics These statistics will reveal patterns, indicating the ways your customers or members interact with your products, and help you identify problem areas in your Online and Mobile Banking offerings. Google Analytics will provide basic information for Sprout Video players. This includes the number of clicks made on any player embedded in your site, which can indicate which area or feature gets the most attention. The data can be further developed by the implementation of individual video players, where Google Analytics would tell you exactly which videos were watched. The most detailed analytics for videos would come from Sprout itself. The reports generated by our hosting platform will include Impressions, Plays and Play Rate. Impressions: When your video is loaded on a web page. Impressions can also be described as the number of opportunities your audience had to click play on your video. Plays: The number of times viewers clicked “play” on your video. If someone watches your video once and then immediately re-watches it without reloading the page, that will only count as one play. If someone watches your video, then reloads the page or leaves and comes back to it in the future, those will count as additional views. Play Rate: Equal to total plays as a percentage of total impressions. This tells you how many people who had the opportunity to watch your video chose to do so. The higher your play rate, the better. To improve your play rate, select an attractive Poster Frame for your video, and, if you are directing traffic to your video onSproutVideo.com rather than embedding it on your website, edit the video title and description of the video so visitors to your SproutVideo page are curious to see what your video is all about. If it is embedded on your website and is set to Autoplay, your play rate for that video will likely be about 100%.

mcompany.com 636-394-2116

14

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

SECTION 5 ADA Compliance Offering accessibility options to all audiences is important when creating content so everyone can efficiently access your products. We reference the latest ADA and WCAG standards when building our products.

NOTE: To learn more about ADA and WCAG Standards, please refer to your compliance department.

Our educational video scripts are written to be as descriptive as possible, including specific directions and detailed steps. Those suffering from visual impairments can hear the instructions and understand how to utilize their online banking tools. All our videos include Closed Captioning, which identically reflects the voice over and is timed appropriately to keep all viewers at the same pace.

Video accessibility features include:

HTML5 and mobile-friendly format

Properly closed captioned

Our user guides are formatted as ADA-compliant PDF files which give users a variety of accessibility tools to help them locate the information they need. FlippingBook also offers tools within your favorite web browser to improve visibility including magnification tools or high contrast modes to distinguish colors.

User guide features include:

Access to Table of Contents on every page within FlippingBook, along with proper headings

All pictures labeled with alternative text that can be read by speaking-interpretation software

Ability to zoom in and adjust font size

Language that is less than 9th grade reading level

NOTE: If you have any concerns about our products and ADA compliancy, please let us know how we can improve our products to better serve everyone.

mcompany.com 636-394-2116

15

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

USEFUL LINKS

Sprout Video Support

https://sproutvideo.com/help

FlippingBook Support

https://flippingbook.com/help

Sharefile Support

https://www.sharefile.com/support

If you have any questions, call our office at 636-394-2116 or send an email to info@mcompany.com.

mcompany.com 636-394-2116

16

PROPRIETARY & CONFIDENTIAL © 2021 Murphy & Company, Inc.

Made with FlippingBook flipbook maker