Branding Your Credit Union on Facebook


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Using Facebook's many tools to help brand your credit union

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Branding Your Credit Union on Facebook

  1. 1. Branding Your Credit Union on Facebook Not a Campaign, It’s a Relationship
  2. 2. First: What is Social Media? <ul><li>Leveraging online channels to create conversations with your audience. </li></ul><ul><li>Develop and maintain consistent two-way communication with members. </li></ul><ul><li>But remember: </li></ul><ul><li>Social media is not a Campaign; </li></ul><ul><li>it’s a Relationship. </li></ul>
  3. 3. Why Social Media? <ul><li>Share your expertise with members </li></ul><ul><li>Create conversations with members </li></ul><ul><li>Build relationships with members </li></ul><ul><li>Become more human with members </li></ul>
  4. 4. The Tools
  5. 5. Social Media Channels <ul><li>Blogs - Blogger, WordPress </li></ul><ul><li>Microblogs - Twitter </li></ul><ul><li>Video - YouTube, Hulu </li></ul><ul><li>Podcasts - audio testimonials/education </li></ul><ul><li>Social networks - Facebook, LinkedIn </li></ul><ul><li>RSS feeds - subscriptions </li></ul>
  6. 6. Social Network <ul><li>A place called </li></ul><ul><li>Facebook </li></ul><ul><li>What is it? </li></ul>
  7. 7. What is it? <ul><li>It’s a social network -- not social media. </li></ul><ul><ul><li>Largest social network surpassing MySpace </li></ul></ul><ul><li>More than 300 million people worldwide use this social network to keep up with friends, share photos and videos, and learn more about the people they meet. </li></ul><ul><li>Facebook's mission is to give people the power to share and make the world more open and connected. </li></ul>
  8. 8. Facebook Rules <ul><li>Discover where your members are </li></ul><ul><ul><li>Are they on Facebook? </li></ul></ul><ul><li>Listen to your members </li></ul><ul><li>Talk to your members </li></ul><ul><li>Energize your members (brand evangelists) </li></ul><ul><li>Help support your members (provide advice) </li></ul><ul><li>Embrace your members (rewards) </li></ul>
  9. 9. Facebook Goals <ul><li>Complement your traditional marketing efforts </li></ul><ul><li>Open a new communication channel for your members </li></ul><ul><li>Create interest in your credit union </li></ul><ul><li>Sell products and services </li></ul><ul><li>Position your credit union as a financial resource </li></ul><ul><li>Be consistent with communication! </li></ul>
  10. 10. Facebook Benefits <ul><li>Creates opportunities to build relationships </li></ul><ul><li>Reinforces branding </li></ul><ul><li>Differentiates your credit union </li></ul><ul><li>Builds community with your members </li></ul><ul><li>Builds trust among members (humanizes you) </li></ul><ul><li>Immediate feedback from members </li></ul><ul><li>People focused </li></ul><ul><li>Opportunity to control your message </li></ul>
  11. 11. Facebook Users: Age Group
  12. 12. Facebook Tips <ul><li>Define your audience </li></ul><ul><li>Set your goals/objectives/strategies </li></ul><ul><li>Pick your settings carefully </li></ul><ul><li>Create a compelling page </li></ul><ul><ul><li>Make your page as rich and robust as possible </li></ul></ul><ul><li>Research tool </li></ul><ul><ul><li>Query your members </li></ul></ul><ul><li>Promote events </li></ul><ul><li>Be a resource </li></ul><ul><ul><li>Offer good resources or something useful for fans like Carolina Collegiate’s Internet Banking “MyMoney” app </li></ul></ul>
  13. 13. Facebook (Fan) Pages <ul><li>Allow artists, businesses, and brands to showcase their work and interact with fans. </li></ul><ul><li>Pages come pre-installed with custom functionality designed for each category. </li></ul><ul><li>Third party developers build an array of applications that they will compete for Page Admins to add to their Pages. </li></ul><ul><li>Facebook Pages are also not subject to a fan limit and can automatically accept fan requests. </li></ul>
  14. 14. Facebook (Fan) Pages Set up like Profile
  15. 15. Finding Pages <ul><li>Pages will receive News Feed distribution for various actions fans take on the Pages. </li></ul><ul><li>Users see these stories and can click through to the Page and can then become of fan of the Page. </li></ul><ul><li>See a Page on a friend’s profile, visit the Page by clicking on the Page’s profile photo. </li></ul><ul><li>Users can also search for the Page by name, either within Facebook or from Google, Yahoo!, etc. </li></ul><ul><li>On the Page, users can click on the &quot;Become a Fan&quot; button in the upper right hand corner. </li></ul>
  16. 16. Leveraging News Feeds <ul><li>A feature that tells Facebook users about their friends’ recent activities on the site. </li></ul><ul><ul><li>Like Wall posts on Profiles or Tweets on Twitter </li></ul></ul><ul><li>First thing users see on their home page when they log in to their accounts. </li></ul><ul><li>News Feed drives the viral spread of information on Facebook through networks of friends. </li></ul><ul><ul><li>Causes a snowball effect – as something becomes more popular, more people hear about their friends doing it through News Feed. </li></ul></ul><ul><ul><li>Results in literally hundreds of thousands of people hearing about something in just a matter of days. </li></ul></ul>
  17. 17. News Feed Members become a Fan, News Feeds appear on member Profile pages to keep them updated on credit union activities
  18. 18. Facebook Groups <ul><li>Groups are oldest and simplest way to build community around your brand. </li></ul><ul><li>A central place for members to participate in conversations around your brand. </li></ul><ul><li>Comes with boards for posting discussion topics, photos, videos, and links right out of the box. </li></ul><ul><li>Easily send news and updates to your group members as often as you like – messages arrive in their Facebook Inbox. </li></ul><ul><li>Create as many Groups as you like for free! </li></ul>
  19. 19. Groups Go Viral <ul><li>Once members have joined your Group, they can easily invite their friends to join the Group via a built-in Invite feature. </li></ul><ul><li>If your members are excited about your Group, it can grow really quickly. </li></ul><ul><ul><li>Stephen Colbert went from zero to 1 million in 9 days </li></ul></ul><ul><li>Your group name will usually appear on your members’ personal Profile pages until they leave the group. </li></ul><ul><li>Because Profile pages are highly trafficked, these links generate lots of clicks to your Group page. </li></ul>
  20. 20. Create Group Events <ul><li>Because of the viral impact Groups have within Facebook, it is the perfect venue to promote events and products… </li></ul><ul><ul><li>Branch openings </li></ul></ul><ul><ul><li>Low rates </li></ul></ul><ul><ul><li>CDs or IRAs </li></ul></ul><ul><ul><li>Mobile banking </li></ul></ul><ul><ul><li>Financial advice seminars </li></ul></ul>
  21. 21. Christian Financial Events <ul><li>Christian Financial </li></ul><ul><li>displays its event </li></ul><ul><li>page for members </li></ul>
  22. 22. Verity Credit Union <ul><li>“ VerityMom” </li></ul><ul><li>promo on </li></ul><ul><li>Facebook </li></ul>
  23. 23. Facebook Apps <ul><li>There are thousands of Facebook apps for: </li></ul><ul><li>Business </li></ul><ul><li>Education </li></ul><ul><li>Entertainment </li></ul><ul><li>Friends & Family </li></ul><ul><li>Games </li></ul><ul><li>Just for Fun </li></ul><ul><li>Sports </li></ul><ul><li>Lifestyle </li></ul><ul><li>Utilities </li></ul>
  24. 24. Facebook Apps <ul><li>Facebook </li></ul><ul><li>Application Directory </li></ul><ul><li>houses thousands of </li></ul><ul><li>apps to customize </li></ul><ul><li>your page </li></ul><ul><li>You can even build </li></ul><ul><li>your own apps and </li></ul><ul><li>submit for verification </li></ul>
  25. 25. Carolina Collegiate MyMoney <ul><li>Carolina Collegiate </li></ul><ul><li>home banking </li></ul><ul><li>application for </li></ul><ul><li>college students </li></ul><ul><li>Provide members </li></ul><ul><li>with a useful resource </li></ul><ul><li>for financial advice </li></ul>
  26. 26. Notes and Photos <ul><li>Two Facebook apps that allow you to share blog posts and photos </li></ul><ul><li>Use these features to post content about your brand </li></ul><ul><ul><li>But be careful to always do it authentically – don’t be spammy. </li></ul></ul><ul><ul><li>If your photo albums are all company logos, for example, you’ll lose a lot of credibility. </li></ul></ul>
  27. 27. Events <ul><li>Free application developed by Facebook that anyone can use to promote marketing events, product launches, transactions, or company milestones. </li></ul><ul><li>When you create an event, it gets a fully-featured page, much like a Group, that includes a wall, discussion, photos, videos, and links. </li></ul><ul><li>Facebook Events makes it easy to get the word out to hundreds of people, manage your guest list, and build community around your upcoming event </li></ul>
  28. 28. Events <ul><li>Spire FCU </li></ul><ul><li>event page </li></ul><ul><li>describing one </li></ul><ul><li>of its many events </li></ul>
  29. 29. Social Ads <ul><li>A Facebook Page will allow brands and businesses to maximize viral promotion through Social Ads. </li></ul><ul><li>Social Ads leverage the power and viral nature of Facebook News Feed by serving relevant stories when users’ friends take actions with a Facebook Page or Application </li></ul><ul><li>Social Ads help brands and businesses maximize reach to a greater percentage of the Facebook audience </li></ul>
  30. 30. Taunton Mobile Banking Ads <ul><li>Taunton FCU </li></ul><ul><li>leverages Social Ads </li></ul><ul><li>for its mobile banking </li></ul><ul><li>service and other </li></ul><ul><li>promotions </li></ul>
  31. 31. Social Ads cont… <ul><li>With Social Ads, Facebook offers advertisers the option to pay on a CPC or CPM basis, whichever they prefer. </li></ul><ul><li>Social Ads program offers very powerful targeting capabilities: </li></ul><ul><ul><li>Drill down by age, sex, location, keywords, education level, workplaces, political views, relationship status, etc. </li></ul></ul>
  32. 32. Social Ads cont… <ul><li>Social Ads also offers placements in the News Feed, which get much better click throughs. </li></ul>
  33. 33. Polls <ul><li>Polls offer an easy way for marketers to quickly conduct research within their targeted audience. </li></ul><ul><li>Results are streamed in real time to a dashboard that allows marketers to break down results by gender and age. </li></ul><ul><li>Based on your targeting preferences, you can get hundreds of responses within an hour. </li></ul><ul><li>Note: Don’t do too many polls and annoy your members. </li></ul>
  34. 34. Polls <ul><li>Examples </li></ul>
  35. 35. Facebook Wrap-Up <ul><li>Compliments traditional marketing efforts </li></ul><ul><li>Creates and maintains two-way communication with members </li></ul><ul><li>Receive immediate feedback from members </li></ul><ul><li>Humanizes your credit union </li></ul><ul><li>It’s cost effective </li></ul><ul><li>Positions your credit union as a credible financial resource </li></ul><ul><li>Another channel to leverage for messaging </li></ul><ul><li>But don’t be spammy - be educational! </li></ul>
  36. 36. Questions? <ul><li>Mike Lawson </li></ul><ul><li>DML Communications </li></ul><ul><li>760/845-8146 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>