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Capitalizing on Social Media tools for credit unions
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Capitalizing on Social Media
Not a Campaign, a Relationship
What is Social Media?
Not a Campaign, It’s a Relationship.
People connect with people,not a logo.
Consistent two-way communication with members.
Why Social Media?
• Share your expertise with members• Create conversations with members• Build relationships with members• Become more human with members
The Tools
The Channels
• Blogs - Blogger, WordPress• Microblogs - Twitter• Video - YouTube, Hulu• Podcasts - audio testimonials/education• Social networks - Facebook, LinkedIn• RSS feeds - subscriptions
The Rules
• Discover where your members are• Listen to your members• Talk to your members• Energize your members (brand evangelists)• Help support your members (provide advice)• Embrace your members (rewards)
The Goals
• Compliment your traditional marketing efforts• Participate by listening first• What do you want to do with your members?• Set communications rules and guidelines• Decide who’s going to say what• Be consistent!
The Benefits
• Creates opportunities to build relationships• Reinforces branding• Differentiates your credit union• Builds community with your members• Builds trust among members (humanizes)• Less disruptive marketing message• Immediate feedback from members• People focused• Google likes frequent posts!
Blogs
To have an impactful blog,the author must be influential
or be an expert for instant credibility.
• Listen• Provide educational content
• Respond quickly• Be real (don’t be a sales person)
• The conversation will go on with out you
Microblogs
Twitter has grown nearly 2,000% in the last year
• Real time announcements• Member complaints and comments (support/service)• Promotions• Contests• Personalize• Commerce (announce new low rates)
Give people something they can use!
9 Twitter “Don’ts”
1. “New to Twitter. Trying to figure this out.”2. “Check out our rates.”3. “Go green. Sign up for e-statements!”4. “Acme Credit Union - The Friendly, Personal Place!”5. “We’re thinking about ways to better serve you.”6. “Become a fan on our Facebook page http://facebook.com”7. “Good morning everyone!”8. “Can you believe this rain today?”9. “Starting a blog. What should it be about? Need suggestions.”
9 Twitter “Do’s”
1. Keep it short2. Include a helpful or reference link (use www.tinyurl.com)3. Provide practical, useful information4. Know your audience5. Check last 20 tweets - Are they any good? Would you follow you?6. Quality over quantity7. Don’t feel obligated to tweet8. Research9. Have a goal!
What people look for in a Tweet…
• Topic with personal relevance• Topic that’s entertaining• Topic that gives them insight or advice• Topic with value• Topic that helps them• Topic that solves a problem
Fun Twitter Site
Social Network
A place calledFacebook
Facebook Users: Age Group
Facebook Tips
• Define your audience• Goals/Objectives/Strategy• Pick your settings carefully• Create a compelling page
– Make your page as rich and robust as possible• Research tool
– Query your audience
• Events• Resources
– Offer good resources or something useful for fans like Carolina Collegiate’s Internet Banking “MyMoney” app
Podcasts/Vcasts (video)
• Multimedia is hot• Adds new dimensions to your website• Provides venue for compelling story with visuals and
audio• Everybody likes watching a video or listening to podcast
– Keep ‘em short (2-minute rule)• Humanizes your credit union
– Places a face/voice on your credit union• It’s fun!
Evangelical Christian CU
Video MemberTestimonial
Vancity - Canada’s Largest CU
Social Mediaproject
leveragingvideo member
testimonials
Social Media Listening Tools
• Google Alerts• Technorati• Jodange• Trendrr• Lexicon• Monitter• Tweetburner• Twendz
Social Media Wrap-Up
• Compliments traditional marketing efforts• Two-way communication with members• Immediate feedback from members• Humanizes your credit union• Creates and maintains communication with
members• It’s cost effective (most online apps are free)• Only major investment is time
Questions?
Mike LawsonDML Communications
www.dmlcommunications.comwww.twitter.com/dmlcomm
http://dmlcomm.blogspot.com
