Capitalizing on Social Media and Other Effective Strategies Mike Lawson DML Communications

What is Social Media? Leveraging online channels to create conversations with your audience. Develop and maintain consistent two-way communication with members. But remember: Social media is not a Campaign; it’s a relationship.

Leveraging online channels to create conversations with your audience.

Develop and maintain consistent two-way communication with members.

But remember:

Social media is not a Campaign; it’s a relationship.

Why Social Media? Share your expertise with members Create conversations with members Build relationships with members Become more human with members

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

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)

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 What do you want to do for your members? Create interest in your credit union Sell products and services Position your credit union as a financial resource Be consistent!

Compliment your traditional marketing efforts

What do you want to do for your members?

Create interest in your credit union

Sell products and services

Position your credit union as a financial resource

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!

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 What is it? Web log = Blog Things to do: • Listen • Provide educational content • Respond quickly • Set communications rules and guidelines • Decide who’s going to say what • Be real (don’t be a sales person) • The conversation will go on with out you http://www.dmlcomm.blogspot.com/

What is it? Web log = Blog

Things to do:

• Listen

• Provide educational content

• Respond quickly

• Set communications rules and guidelines

• Decide who’s going to say what

• Be real (don’t be a sales person)

• The conversation will go on with out you

http://www.dmlcomm.blogspot.com/

Verity Credit Union “ Our Voices” blog

“ Our Voices”

blog

Verity Credit Union “ VerityMom” blog

“ VerityMom”

blog

Microblogs A place called Twitter

A place called

Twitter

Microblogs Twitter has grown nearly 2,000% in the last year Real time announcements of 140 characters Member complaints and comments (support/service) Promotions Contests Personalize Commerce (announce new low rates) Give people something they can use!

Twitter has grown nearly 2,000% in the last year

Real time announcements of 140 characters

Member complaints and comments (support/service)

Promotions

Contests

Personalize

Commerce (announce new low rates)

Give people something they can use!

9 Twitter “Do’s” Keep it short Include a helpful or reference link (use www.tinyurl.com) Provide practical, useful information Know your audience Check last 20 tweets - Are they any good? Would you follow you? Quality over quantity Don’t feel obligated to tweet Research Have a goal!

Keep it short

Include a helpful or reference link (use www.tinyurl.com)

Provide practical, useful information

Know your audience

Check last 20 tweets - Are they any good? Would you follow you?

Quality over quantity

Don’t feel obligated to tweet

Research

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

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

Vantage Uses Twitter Using Twitter to manage funds: tweetMyMoney

Using Twitter to manage funds: tweetMyMoney

Fun Twitter Site

Social Network A place called Facebook What is it? A online channel where members can gather and converse and manage funds

A place called

Facebook

What is it?

A online channel where members can gather and converse and manage funds

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

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) Online audio and video are hot!

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!

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 Member Testimonial

Video Member

Testimonial

Vancity - Canada’s Largest CU Social Media project leveraging video member testimonials

Social Media

project

leveraging

video member

testimonials

Social Media Tracking Tools Google Alerts Digg Del.icio.us Technorati Jodange Trendrr Lexicon Monitter Tweetburner

Google Alerts

Digg

Del.icio.us

Technorati

Jodange

Trendrr

Lexicon

Monitter

Tweetburner

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) Positions your credit union as a credible financial resource Only major investment is time

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)

Positions your credit union as a credible financial resource

Only major investment is time

Other Effective Strategies Press releases Articles Newsletters Website Email

Press releases

Articles

Newsletters

Website

Email

Press Releases Work with the 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 the 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 Work with the media for placements Positions as leader Enhances credibility Member case studies (educate) How to… (educate) Features (prominence) Profiles (prominence) Q&A (educate) Opinion/Editorial (educate)

Work with the media for placements

Positions as leader

Enhances credibility

Member case studies (educate)

How to… (educate)

Features (prominence)

Profiles (prominence)

Q&A (educate)

Opinion/Editorial (educate)

Newsletters Create a community with members Become an educator (resource) Creates 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, graphics, etc.

Create a community with members

Become an educator (resource)

Creates 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, graphics, etc.

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

Leverage cost-effective online presence

Push message out to members, pull ‘em back!

Keep it fresh!

Post member/staff testimonial videos weekly

Post member/staff testimonial podcasts weekly

Post news and educational articles weekly

Post educational and member service blogs daily (try!)

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

Updating site and blogging frequently enhances search engine performance

Email Leverage your signature Include blog address (link) Include Twitter handle (link) Include link to newsletter Include web address Include current credit union promotion

Leverage your signature

Include blog address (link)

Include Twitter handle (link)

Include link to newsletter

Include web address

Include current credit union promotion

Putting All 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!

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

Website

Social Media sites

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

Media placements

Email responses (clicked on links)

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

Messaging Educate your members Don’t sell to them! Become a valued resource to your members Show them you know them Find out what they’re talking about Support them Embrace them Reward them “ Maintain two-way communication with your members.”

Educate your members

Don’t sell to them!

Become a valued resource to your members

Show them you know them

Find out what they’re talking about

Support them

Embrace them

Reward them

“ Maintain two-way communication with your members.”

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”