• don ’ t be too salesy, turn off to your followers • it ’ s a relationship that has to be fostered • it ’ s a two-way conversation, not a one-way ad • don ’ t drop what ’ s working for SM, integrate them (they need each other)
• share -- provide helpful info from members, staff and news • story -- member success stories, trends, staff SMEs, chairty, awards • educate -- don ’ t be salesy, financial advice, how to, be a resource • human -- people relate to people - not a logo, tweetups, videos, Brett Wooden • contests -- engage, educate, reward, return • plan -- research, objectives, goals, results, measure
The things about stories -- they create a reason for people to care about you. When people care about you, they want to do business with you. And the more people who do business with you, the more stories you have to tell.
Preface: Only 1% of the CUs surveyed are planning not doing anything with SM in 2013. 2 or 3 years ago that number was a lot higher.
educate: become a thought leader * Don ’ t forget: tell stories -- they create a reason for people to care about you.
Social Media Cynic 2013 (updated)
Debunking the Social Media CynicAnswering Execs’ Questions to the Value of Social Media
Everybody is a cynic.Especially when something new comes along.
How do we measure?• Understand how SM fits at your credit union• Know what you can measure (goals)• Decide on ROI vs. Correlation• Share data• Embrace anecdotes• Select metrics - Convince & Convert
How do we know?• Google Alerts (set it up yesterday!)• Technorati, Google Blog Search• Twitter search, Twitterfall.com• Website Grader, Blog Grader• Twendz, TweetFeel• Compete.com - Spin Sucks
What about SM policy?• Core values• SM purpose• Ethics• Confidentiality• Accountability• Language & behavior
What’s it gonna cost?• Time• Resources• Knowledge
What’s the ROI?• “Sales minus expenses, divided by expenses, expressed as a percentage.”• Depends on goals... • More members • Increased loans • Enhanced awareness
What are other uses?• Market research• Product development• Internal communications• Member support!
How is it being used? - Nielsen and McKinsey 2012
What are CUs doing?• 77% enhancing SM plans for 2013• 94% investing resources in Facebook• 58% investing resources in Twitter• 24% investing resources in Google+• BUT 83% insufficient staff resources for SM - CUNA Mutual 2013 survey
How are CUs using it?• 97% for CU news, alerts, edu, and info• 97% to build CU awareness• 93% to promote CU events• 73% for member communication, feedback, responding to comments (member service) - CUNA Mutual 2013 survey