Leveraging Social Media to Gain and Retain Members
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This document discusses leveraging social media to gain and retain members for credit unions. It recommends that credit unions use social media to share helpful information from members, staff, and news; tell member success stories and get to know staff; educate without being salesy on topics like mortgages and investments; be human by tweeting meetups and videos; hold contests to engage members; and have a social media plan with objectives and goals. It also provides examples of credit unions using social media successfully and tips to be consistent, make content easy to share and participate in, and integrate social media to complement traditional marketing.
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Leveraging Social Media to Gain and Retain Members
- 1. Leveraging Social Media How to Gain and Retain Members
- 2. What if?
- 3. What if?
- 4. Parted.
- 5. What if?
- 6. Landed.
- 7. What if?
- 8. Not quite.
- 9. Made it.
- 10. What if?
- 11. 5.8 million per episode
- 12. What if?
- 13. Numbers. 800 million (3rd largest country) 225 million (1 billion tweets per week) 130 million (1 new member per second) 490 million (35 hrs uploaded per min.)
- 14. Tools.
- 15. What it’s not. • Not a sales tool • Not a campaign • Not an advertisement • Not a total marketing replacement
- 16. What it is. • Two-way conversation • Educator • Community builder • Complement to traditional marketing
- 17. Benefits.
- 18. Metrics.
- 19. Why? • Another opportunity to engage • Less disruptive message • Trusted resource • Add value “Conversation goes on with or without you.”
- 20. How to gain & retain? • Share • Tell a story • Educate • Human touch • Contests • Have a plan Amazingly, only 30% of CUs have a social media plan -Filene
- 21. Share. • Provide helpful information • From members • From staff • From mainstream or industry news • Be a financial info resource • Don’t ask for anything in return
- 22. Tell a story. • Member success stories • Staff (get to know or SME) • Philanthropy • Awards
- 23. Educate • Don’t be too “salesy” • Advice or “How to” • Mortgage • PFM • Online services • Investments • Be a resource
- 24. Be human. • People relate to people — not logos • Tweet-up (to meet) • Videos • Unitus’ iPad ex. Unitus’ Brett Wooden w/ iPad
- 25. Contests. • Engage • Educate • Reward • Return
- 26. Have a plan. • Research • Objectives • Goals • Results • Measure
- 27. Steps. • Research and discover • Listen • Engage • Inspire • Support • Reward
- 28. Information. • Personal relevance • Entertaining • Insight or advice • Value • Helps • Solves a problem
- 29. Credit unions. • 63% credit unions using social media today • Est. 90% will use social media in 2012 • Age 45+ fastest growing group (avg. age 47)
- 31. Example.
- 32. Example. • Verity FCU • VerityMom
- 33. Example. • Verity CU’s “Our Voices” blog
- 34. Example. • Forth Worth Community CU • Gabby “Get Your Worth On”
- 35. Example. • San Diego County CU • Bankers invade SD beaches
- 36. Example. • ECCU video testimonials
- 37. Investment. • Time • Resources • Knowledge
- 38. Tips. • Be consistent • Easy to share • Easy audience participation • Be authentic • Integrate • Be consistent
- 39. Wrap up. • Be consistent • Complements traditional marketing • Builds a community (trust) • Educate • Less disruptive message • Have a plan!
- 40. Bottom line. Social media enhances your ability to become a primary financial resource. Spark a financial conversation today.
- 41. What if? Hmmm...
- 43. Resources. • Filene • Digital Mailer • Convince & Convert • Social Media Examiner • Cision • Spin Sucks • Marketing Profs • SmartMedia - Social Media
- 44. Questions? Mike Lawson DML Communications mike@dmlcommunications.com 760-845-8146 Twitter: @dmlcomm
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- Twitter CEO Oct. 17 -- 250 million tweets per day\nLinkedIn Nov. 5 -- 1 million groups created, 400 mobile growth\n
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- trusted resource: PFM, mortgage, online services, support, debt relief, investments\n
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- The things about stories -- they create a reason for people to care about you.\nWhen people care about you, they want to do business with you.\nAnd the more people who do business with you, the more stories you have to tell.\n
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