Social Media Cynic 2013 (updated)

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Presentation covers foundation of social media practices for credit unions and delves deeper into specific usage and performance statistics.

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  • •  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)

    1. 1. Debunking the Social Media CynicAnswering Execs’ Questions to the Value of Social Media
    2. 2. Everybody is a cynic.Especially when something new comes along.
    3. 3. Glorified iPhone.
    4. 4. 100 million sold.
    5. 5. Nobody has time.
    6. 6. Everybody has one ... or two.
    7. 7. No way.
    8. 8. Safest way to travel.
    9. 9. Good luck, Ben.
    10. 10. Viva Las Vegas.
    11. 11. I don’t think so.
    12. 12. 5 million viewers per show, say so.
    13. 13. Waste of time.
    14. 14. Maybe not.• 1 billion (enough said)• 500 million (175 million tweets per day)• 200 million (160 million monthly visitors)• 800 million (4 billion viewed per day)
    15. 15. What it is.• Two-way conversation• Educator• Entertainer• Community builder• Complement to traditional marketing
    16. 16. What it’s not.• Not a sales tool• Not a one-time campaign• Not an advertisement• Not a total marketing replacement
    17. 17. What are the benefits?
    18. 18. Metrics?
    19. 19. Why?• Another opportunity to attract and engage• Adds value• Builds trust• Control the message• Conversation goes on with or without you
    20. 20. How do we use it?• Share information• Tell a story• Educate• Human touch (member service?)• Contests• Have a plan• Amazingly, only 30% of CUs using social media have a plan -Filene
    21. 21. Share.• Provide helpful information • From members • From staff • From mainstream or industry news• Be a financial resource• Don’t ask for anything in return
    22. 22. Tell a story.• Member success stories• Trends• Staff (get to know or SME)• Philanthropy• Awards
    23. 23. Educate.• Teach• Financial advice• “How to”• Thought leader
    24. 24. Be human.• People relate to people — not logos• Tweet-up meetings• Videos• Unitus’ iPad ex. Unitus’ Brett Wooden w/ iPad
    25. 25. Contests.• Engage• Educate• Reward• Return
    26. 26. Have a plan.• Research• Objectives• Goals• Results• Measure
    27. 27. How do you start?• Research and discover• Listen• Engage• Inspire• Support• Reward
    28. 28. What do we talk about? • Personal relevance • Entertaining • Insight or advice • Value • Help • Solves a problem
    29. 29. What do we use? • (educate) • (influence) • (announce) • (peers) • (entertain)
    30. 30. Who will talk?• Credible• Knowledge• Experience• Personality• Creative
    31. 31. What if somebody sayssomething bad about us?
    32. 32. 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
    33. 33. 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
    34. 34. What about SM policy?• Core values• SM purpose• Ethics• Confidentiality• Accountability• Language & behavior
    35. 35. What’s it gonna cost?• Time• Resources• Knowledge
    36. 36. What’s the ROI?• “Sales minus expenses, divided by expenses, expressed as a percentage.”• Depends on goals... • More members • Increased loans • Enhanced awareness
    37. 37. What are other uses?• Market research• Product development• Internal communications• Member support!
    38. 38. How is it being used? - Nielsen and McKinsey 2012
    39. 39. 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
    40. 40. 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
    41. 41. Example.• Vantage CU
    42. 42. Example.
    43. 43. Example.• Verity FCU • VerityMom
    44. 44. Example.• Verity CU’s “Our Voices” blog
    45. 45. Example.• Forth Worth Community CU • Gabby “Get Your Worth On”
    46. 46. Example.• San Diego County CU • Bankers invade SD beaches
    47. 47. Example.• ECCU video testimonials
    48. 48. Tips?• Be consistent• Easy to share• Easy audience participation• Be authentic• Integrate• Be consistent
    49. 49. Wrap up.• Educate: become a thought leader• Become a valued resource• Builds a community and trust• Complements traditional marketing• Have a plan!
    50. 50. Questions? Mike Lawson DML Communications mike@dmlcommunications.com 760-845-8146 Twitter: @dmlcommSlideshare.com search: “dmlcomm”
    51. 51. Resources.• Filene• Digital Mailer• Convince & Convert• Social Media Examiner• Spin Sucks• Cision• Marketing Profs• SmartBrief (social media)• Forbes

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