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Building an Effective Social Marketing Program and
Benchmarking for Success
Presented by Kristy Grayson
Executive Director, MarketingDeluxe Corp.
Why Social?
PopularitySocial media popularity continues to grow in all age groups and in all types of channels.
Popularity
TouchpointsBranch touchpoints are on the decline:
TouchpointsSocial touchpoints are ramping up:
CompetitionYour credit union may choose to ignore social media but research shows your competition does not.:
They Lied! All publicity isn’t good.
RisksRisk and regulatory issues should not be a reason to completely avoid social media.
Risks
• All companies must have a social media policy in place • Supervisory/tracking policies and procedures regarding
rates/marketing/advertising• Not having a social media policy in place, even one
prohibiting social media, is the most common violation of FINRA industry regulations
• Failing to enforce existing social media policies was the second most common violation
• Product representation and UDAAP issues
FINRA (Financial Institutions) and SEC (Investments Advisors) provide regulations for everyone in the financial industry to maintain:
Influencers & AdvocatesNurture your member relationships.
BenefitsThree sure-fire ways credit unions can use social media:
BenefitsSocial marketing humanizes your brand
Multi-channelSocial is the thread that runs through all integrated marketing strategies.
Roadmap for Success
Social Road Map
Effective Planning Keep
Focused
Set Goals
DefineStrategy
Develop Team
Develop Assets
Buy‐in
GO!
A successful social marketing strategy begins with a strong foundation
Social KPIs you need to measure
Referral traffic from social properties Click rate on social shares People talking about your credit union # of twitter followers & re-tweets Member dialog with your credit union
Key Tips to Take Home
Social media isn’t just for teenagers. It’s become too big to ignore.
Social media is emerging as a new way to cross-sell to existing members.
Regulations don’t have to hinder your ability to have an effective social marketing strategy.
Now is the time to invest in creating or revisit your social marketing strategy.
Thank you!
Deluxe Corporation is the NAFCU Services Preferred Partner for Check Printing, Online Check Ordering,
Check Fraud Prevention, and Member Loyalty Solutions. Learn more at www.nafcu.org/deluxe or visit us in the
Preferred Partner Pavilion, Booth #12.
