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Georgia Credit Union Affiliates Social Media

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Social media practices for credit unions -- and other effective marketing strategies.

Social media practices for credit unions -- and other effective marketing strategies.


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  • 1. Capitalizing on Social Media and Other Effective Strategies Mike Lawson DML Communications
  • 2. 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.
  • 3. Why Social Media?
    • Share your expertise with members
    • Create conversations with members
    • Build relationships with members
    • Become more human with members
  • 4. The Tools
  • 5. The Channels
    • Blogs - Blogger, WordPress
    • Microblogs - Twitter
    • Video - YouTube, Hulu
    • Podcasts - audio testimonials/education
    • Social networks - Facebook, LinkedIn
    • RSS feeds - subscriptions
  • 6. 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)
  • 7. 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!
  • 8. 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!
  • 9. 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/
  • 10. Verity Credit Union
    • “ Our Voices”
    • blog
  • 11. Verity Credit Union
    • “ VerityMom”
    • blog
  • 12. Microblogs
    • A place called
    • Twitter
  • 13. 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!
  • 14. 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!
  • 15. 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
  • 16. Vantage Uses Twitter
    • Using Twitter to manage funds: tweetMyMoney
  • 17. Fun Twitter Site
  • 18. Social Network
    • A place called
    • Facebook
    • What is it?
    • A online channel where members can gather and converse and manage funds
  • 19. Facebook Users: Age Group
  • 20. 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
  • 21. Podcasts/Vcasts (video) Online audio and video are hot!
  • 22. 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!
  • 23. Evangelical Christian CU
    • Video Member
    • Testimonial
  • 24. Vancity - Canada’s Largest CU
    • Social Media
    • project
    • leveraging
    • video member
    • testimonials
  • 25. Social Media Tracking Tools
    • Google Alerts
    • Digg
    • Del.icio.us
    • Technorati
    • Jodange
    • Trendrr
    • Lexicon
    • Monitter
    • Tweetburner
  • 26. 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
  • 27. Other Effective Strategies
    • Press releases
    • Articles
    • Newsletters
    • Website
    • Email
  • 28. 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
  • 29. 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)
  • 30. 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.
  • 31. 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
  • 32. Email
    • Leverage your signature
      • Include blog address (link)
      • Include Twitter handle (link)
      • Include link to newsletter
      • Include web address
      • Include current credit union promotion
  • 33. 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!
  • 34. 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!
  • 35. 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?”)
  • 36. 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.”
  • 37. 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”