Taking Advantage of Marketplace Opportunities Mike Lawson DML Communications

Leverage Opportunities Media: press releases/articles Member newsletters (HTML or PDF) Credit Union website Social media Email Video/Audio Advertising

Media: press releases/articles

Member newsletters (HTML or PDF)

Credit Union website

Social media

Email

Video/Audio

Advertising

Media Opportunities Press releases Articles Editorial relationships

Press releases

Articles

Editorial relationships

Press releases Not just for press conferences anymore

Not just for press conferences anymore

Press releases Work with appropriate media for placements Leadership (positions) Credibility (builds) Create story ideas for feature articles Create testimonials Create newsletter content Create website content (press section) Create content for social media channels

Work with appropriate media for placements

Leadership (positions)

Credibility (builds)

Create story ideas for feature articles

Create testimonials

Create newsletter content

Create website content (press section)

Create content for social media channels

Articles Get your name in the paper consistently

Get your name in the paper consistently

Articles Again, work with the media for placements Positions you as leader, an educator Enhances your credibility as a financial resource Member case studies (educate) “ How to” or advice articles… (educate) Features (prominence) Profiles (prominence) Q&A (educate) Opinion/Editorial (educate)

Again, work with the media for placements

Positions you as leader, an educator

Enhances your credibility as a financial resource

Member case studies (educate)

“ How to” or advice articles… (educate)

Features (prominence)

Profiles (prominence)

Q&A (educate)

Opinion/Editorial (educate)

Editor relationships Build and leverage this relationship

Build and leverage this relationship

Editor relationships Establishes trust Reliable and credible source Enhances editorial placement opportunities Recurring opportunities Columns Op/Ed pieces Opens door to other editorial opportunities

Establishes trust

Reliable and credible source

Enhances editorial placement opportunities

Recurring opportunities

Columns

Op/Ed pieces

Opens door to other editorial opportunities

Member Newsletters Create an informed community

Create an informed community

Member Newsletters Create a community with your members Again, become an educator (a resource) Opens conversation with members Enhances brand Adhere to consistent release dates Rewrite press releases and articles for content Leverage online technology for distribution HTML (email) PDF (post to website to download) To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, Facebook, graphics, etc.

Create a community with your members

Again, become an educator (a resource)

Opens conversation with members

Enhances brand

Adhere to consistent release dates

Rewrite press releases and articles for content

Leverage online technology for distribution

HTML (email)

PDF (post to website to download)

To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, Facebook, graphics, etc.

Websites Leverage online marketing opportunity

Leverage online marketing opportunity

Websites Leverage online marketing opportunity Push message out to members, pull ‘em back! Keep it fresh! Post member/staff testimonial videos weekly or monthly Post member/staff testimonial podcasts weekly or monthly Post news and educational articles weekly Post educational and member service blogs daily or weekly Tweet or Facebook about events, product benefits, milestones, etc. and link to website (use www.tinyurl.com) Updating site and blogging frequently enhances search engine performance

Leverage online marketing opportunity

Push message out to members, pull ‘em back!

Keep it fresh!

Post member/staff testimonial videos weekly or monthly

Post member/staff testimonial podcasts weekly or monthly

Post news and educational articles weekly

Post educational and member service blogs daily or weekly

Tweet or Facebook about events, product benefits, milestones, etc. and link to website (use www.tinyurl.com)

Updating site and blogging frequently enhances search engine performance

Social Media Opportunities New opportunity to create and build relationships with your members

New opportunity to create and build relationships with your members

Social Media Opportunities What is social media? (Not just blogs.) Twitter (grown 2,000% in 1 year - 1 mil to 21 mil) Facebook (#1 social network site - 300 mil June) My Space (Gen Y audience) YouTube (post videos and embed to website) Two-way communication with members — immediate! Another opportunity to create a conversation with your members Most of it is free!

What is social media? (Not just blogs.)

Twitter (grown 2,000% in 1 year - 1 mil to 21 mil)

Facebook (#1 social network site - 300 mil June)

My Space (Gen Y audience)

YouTube (post videos and embed to website)

Two-way communication with members — immediate!

Another opportunity to create a conversation with your members

Most of it is free!

Facebook Carolina Collegiate uses Facebook to attract college students with MyMoney app

Carolina Collegiate uses Facebook to attract college students with MyMoney app

Twitter Vantage uses Twitter for members to manage their accounts: tweetMyMoney

Vantage uses Twitter for members to manage their accounts: tweetMyMoney

Social Media Tools

Email Opportunities It’s so easy

It’s so easy

Email Opportunities Think about how many emails you send daily How many of those are forwarded It’s free! Use for marketing message distribution Link in signature Announcements/promos HTML newsletters

Think about how many emails you send daily

How many of those are forwarded

It’s free!

Use for marketing message distribution

Link in signature

Announcements/promos

HTML newsletters

Email Strategies Be relevant Show me you know me Don’t be HTML-centric — use text to provide option No attachments Go mobile if membership is DON’T SCREAM!!! Shorter is better (for subject lines) Get permission! (opt in) Segmentation sells (segment your audience and message)

Be relevant

Show me you know me

Don’t be HTML-centric — use text to provide option

No attachments

Go mobile if membership is

DON’T SCREAM!!!

Shorter is better (for subject lines)

Get permission! (opt in)

Segmentation sells (segment your audience and message)

Online Audio/Video Another opportunity and dimension to your marketing that’s hot and cost effective to use

Another opportunity and dimension to your marketing that’s hot and cost effective to use

Online Audio/Video Adds another dimension to website Creates added interest Members return for more Keep recordings short (2-minute rule) Be consistent about posting new pieces Be authentic and educational (no sales pieces!) Production steps for Audio/Video pieces

Adds another dimension to website

Creates added interest

Members return for more

Keep recordings short (2-minute rule)

Be consistent about posting new pieces

Be authentic and educational (no sales pieces!)

Production steps for Audio/Video pieces

Online Audio/Video Video Member Testimonial

Advertising Opportunities If it’s working, don’t quit, just be smart!

If it’s working, don’t quit, just be smart!

Advertising Opportunities If it’s working — Don’t quit, be smart! SEG publication SEG website Community newspapers Sponsor charity events (give back!) T-shirt Leverage an education message in ad Use anecdotes Again, remove any “salesy” talk

If it’s working — Don’t quit, be smart!

SEG publication

SEG website

Community newspapers

Sponsor charity events (give back!)

T-shirt

Leverage an education message in ad

Use anecdotes

Again, remove any “salesy” talk

Putting opportunities together Find out where your members are Use a multi-pronged approach to hit your targets Not every member will see your message in one channel, so leverage each one with the same message Retain the same message in each channel, but tailor it according to the channel Cross-market your channels Encourages audience to discover and see same message in different channels Enhances usage and/or visibility of other channels Ultimately enhances opportunity for increased product or service adoption from members Get members to become your ambassadors!

Find out where your members are

Use a multi-pronged approach to hit your targets

Not every member will see your message in one channel, so leverage each one with the same message

Retain the same message in each channel, but tailor it according to the channel

Cross-market your channels

Encourages audience to discover and see same message in different channels

Enhances usage and/or visibility of other channels

Ultimately enhances opportunity for increased product or service adoption from members

Get members to become your ambassadors!

Marketplace Campaign Announce new service or product: Press release to local press Educational article placed in local publication (post on website) Blog about it and encourage feedback from members Tweet or Facebook about it (include link) Produce audio or video member usage testimonials Post on website Place in credit union newsletter (email) Ad in SEG publication, statement, community newspaper, etc. Don’t forget to cross-market message in each channel!

Announce new service or product:

Press release to local press

Educational article placed in local publication (post on website)

Blog about it and encourage feedback from members

Tweet or Facebook about it (include link)

Produce audio or video member usage testimonials

Post on website

Place in credit union newsletter (email)

Ad in SEG publication, statement, community newspaper, etc.

Don’t forget to cross-market message in each channel!

Tracking Results Website Social Media sites Google Alerts, Digg, del.icio.us, Technorati, Jodange, etc. Media placements Email responses (clicked on links) Inbound calls (“Where did you hear about this product?”) Branch visits

Website

Social Media sites

Google Alerts, Digg, del.icio.us, Technorati, Jodange, etc.

Media placements

Email responses (clicked on links)

Inbound calls (“Where did you hear about this product?”)

Branch visits

Questions? Mike Lawson DML Communications 760/845-8146 [email_address] www.dmlcommunications.com www.twitter.com/dmlcomm http://dmlcomm.blogspot.com www.slideshare.com Search: “dmlcomm”

Mike Lawson

DML Communications

760/845-8146

[email_address]

www.dmlcommunications.com

www.twitter.com/dmlcomm

http://dmlcomm.blogspot.com

www.slideshare.com Search: “dmlcomm”