Marketing, Social Media, and Telling Your Community Giving Story. Why Storytelling Works for Credit Unions


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Stories activate all parts of our brains, from our sensory neurons to motor functions, and stick around longer in our memory banks as a result. For cause-minded organizations, like credit unions, looking to cut through the noise of modern media, and reach a caring audience, storytelling is the answer.

But even for credit unions, whose mission is based around community service, sharing those stories with members and beyond local networks can often present roadblocks. How do we tell our story? How do we build brand loyalty around community giving? What are the best ways to tell a story through social media?

This webinar will discuss how credit unions can use storytelling and social media to optimize their communication mix and inspire current members and new brand advocates.


. Review 7 best practices for storytelling for credit unions

. How to use storytelling in your social media marketing strategy

. Discuss online platforms for storytelling and community engagement

. Review examples showing how to extend your stories beyond community and members

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Marketing, Social Media, and Telling Your Community Giving Story. Why Storytelling Works for Credit Unions

  1. 1. Storytelling For Credit Unions Marketing, Social Media, & Telling Your Community Giving Story
  2. 2. The universe is made up of stories Not of atoms - Muriel Rukeyser Image from NASA
  3. 3. Alan Robinson Your Speakers Alan Robinson Marketing Manager Stephanie Arendt Stephanie Arendt Marketing Coordinator
  4. 4. CafeGive Social & Credit Unions We deepen connections between credit unions & their affiliates, members, & communities, using the power of social media
  5. 5. • Why storytelling is competitive advantage for credit unions • 7 best practices for storytelling for credit unions • How to use storytelling in your social media & social impact • Overview online storytelling platforms • Examples from storytellers
  6. 6. Brian Kaldorf Photogra We are a community of storytellers
  7. 7. 1. Stories are how we think & process information 2. Are how we connect 3. Frame our perspective
  8. 8. There are limits to the kinds of promotions that Credit Unions can do: - Offers - Rates - Special discounts Storytelling offers key competitive advantage for credit unions
  9. 9. Your stories are a way to share who you are • Communicate what makes you unique • Express your good works • Be approachable
  10. 10. “ ”
  11. 11. #1 Have a unique voice
  12. 12. #2 Be Authentic Which feels more authentic & compelling?
  13. 13. #2 Be Authentic Which feels more authentic & compelling?
  14. 14. 1. Umpqua Bank 2. @MorrisChris of NCUF
  15. 15. #4 Right Place, Right Time Right Channel Timing is (Almost) Everything; Pictures are the Rest
  16. 16. #5 Multiple Voices Show Mentions, Members, stories
  17. 17. #6 Show your impact
  18. 18. #7 Invite your community in
  19. 19. Stories as strategy
  20. 20. The Platforms
  21. 21. If you build it… they won’t just come Choose the right channel & type of story for your goals
  22. 22. Educational Stories 1. Educational Stories
  23. 23. News Stories U.S. Adults < 35 use social media for daily news
  24. 24. Members Stories
  25. 25. Your CU’s Stories FFCCU Movember Campaign CUNA “History of The Credit Union”
  26. 26. Consumers will switch brands to ones that support causes Moms & Millennials love cause marketing 1. 2013 CONE Communications/ECHO Study 2. The Nielsen Global Survey on Corporate Social Responsibility 2013
  27. 27. “ It’s one thing to say that we support local, it’s another to actually show our volunteers at fundraising events, or the paintings in our lobby from a local artist, or feature a member who won one of our giveaways. ”
  28. 28. Tell the story: • Who benefits? • Why are you involved? MLK EXAMPLES • How can your community be a part of your story?
  29. 29. Shareable content has: • Strong imagery • I/we statements • Gives advice or shares news Bank of Ann Arbor: Jumpstarts
  30. 30. Use stories + DATA
  31. 31. Your competitive advantage Right story, right channel Leverage your CU’s social impact Involve members & stay true to brand 7 Deadly Sins of Storytelling
  32. 32. “If a story is not about the hearer, he will not listen. And here I make a rule—a great and interesting story is about everyone or it will not last.” ?
  33. 33. Need help telling your credit union’s story? We’d love to help Contact Alan at @cafegive CafeGiveSocial