(How)  Can it Help Credit Unions Market More Effectively? Web 2.0
www.londonink.com Bob London’s Background <ul><li>Virtual VP of Marketing for growth-stage organizations: strategy, positi...
Topics <ul><li>What is 'Web 2.0'? </li></ul><ul><li>How do  you  use it? </li></ul><ul><li>Did we skip 'Web 1.5'? </li></u...
Marketers: Worst or best of times? “ Help” “ Best of Times” “ Ball of Confusion” “ Under Pressure” “ Survivor”
What is 'Web 2.0'?  (a/k/a social media) <ul><li>Set of technologies & applications that let people interact more freely <...
Where are Credit Unions with Web 2.0 marketing? Hey, let’s crowd-source a real-time, knowledge-based mash-up! Then we can ...
But first, 'Web 1.5' A “searcher’s eye view” of the world
Your Web site is your best marketing weapon  (after your products & services). It’s 2009:
Then why are so many Credit Union sites so hard to find? How many clicks does it take?
...still counting...
...and counting...
The “secret code” CLICK ON: VIEW >  PAGE SOURCE
 
Early Credit Union uses of Web 2.0 marketing or social media
Early Credit Union uses of Web 2.0 marketing or social media
Pioneering uses of Facebook & social media—bigger investment
Pioneering uses of Facebook & social media
Twitter: Let’s listen in… <ul><li>@ Jeeves_69  Do the winners get their car washed too? 2 minutes ago  from web  in reply ...
Just because… <ul><li>… you  can  set up a Facebook page or Twitter account for free in 5 minutes, does than mean you  sho...
Observations on Value of Web 2.0 for  Marketing <ul><li>Great tool for self-promotion or “personal branding” </li></ul><ul...
Observations on Value of Web 2.0 for Other Purposes <ul><li>Web 2.0 Can Harness the Power  (& Wisdom) of the Marketplace <...
Free Ads for Credit Unions,  Courtesy of NAFCU Services Corporation… & Crowd-Sourcing
Web 2.0 has spawned the greatest outpouring of (free!) idea-sharing in history
Web 2.0 is the best marketing pulse-taker yet invented
But I'm strapped! <ul><li>Cost-effective resources that “get” Web 2.0 & social media: </li></ul><ul><ul><li>Interns </li><...
Observations <ul><li>Web 2.0 isn’t for mainstream marketing (ROI) yet. </li></ul><ul><li>Always start with a business case...
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London, Ink Presents: (How) Can Web 2.0 Help Credit Unions Market More Effectively?

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With all the noise and hype surrounding Web 2.0 and social marketing/media, Credit Unions might assume they should be doing "something," whether its setting up a Facebook page or Twitter presence. A closer look explores the real value of Web 2.0 for marketing.

Originally presented by Bob London at NAFCU's Strategic Growth Conference, Clearwater Beach, FL, March, 2009.

Published in: Business, Economy & Finance
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  • Interesting presentation! You might want to check out this free recorded webinar on email marketing for credit unions as well. it has some tips in it for utilizing Facebook for growing your email list.

    http://priorityresults.com/blog/webinar-reaching-your-credit-union-members-effectively-with-email-marketing/
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  • Marketing with Web 2.0: Bringing You Cost-Effective Creativity &amp; Measurability Courtesy of the set of technologies and applications referred to as Web 2.0, social media, social networking and social marketing, credit unions have never before enjoyed such a wide range of low-cost, self-service tools and channels for educating their markets, generating new business, retaining existing business and generally engaging their constituents. From blogs to Facebook to online video, there are many options. To leverage this new (and ever-changing) toolset, get beyond the conceptual “isn’t that cool” phase of Web 2.0 and into the reality of evaluating, prioritizing, developing, measuring and refining the marketing Mix! Web 2.0: Bringing Creativity, Cost-Effectiveness &amp; Measurability to Credit Union Marketing Courtesy of the set of technologies and applications referred to as Web 2.0, social media, social networking and social marketing, Credit Unions have never before enjoyed such a wide range of low-cost, self-service tools and channels for educating their markets, generating new business, retaining existing business and generally engaging their constituents. From blogs to Facebook to online video, there is an often overwhelming plethora of options. But to leverage this new (and every changing!) toolset, we need to get beyond the conceptual “isn’t that cool” phase of Web 2.0 and into the reality of evaluating, prioritizing, developing, measuring and refining the marketing mix accordingly. This informative and pragmatic session will cover topics including: “ Before We Get to Web 2.0, What About Web 1.5?” Have you explored “mainstream” Web marketing channels including GoogleAdwords? “ Crowdsourcing” Leveraging the power of your community in your marketing efforts. “ To Blog or Not to Blog.” Does every Credit Union need a blog? “ Look at All This Free Stuff!” Three online marketing initiatives that Credit Unions can implement with little or no out of pocket cost. “ Test, Measure, Repeat.” Like any other marketing programs, Web 2.0 initiatives are only as good as their results. How do you evaluate success?
  • London, Ink Presents: (How) Can Web 2.0 Help Credit Unions Market More Effectively?

    1. 1. (How) Can it Help Credit Unions Market More Effectively? Web 2.0
    2. 2. www.londonink.com Bob London’s Background <ul><li>Virtual VP of Marketing for growth-stage organizations: strategy, positioning, messaging, planning </li></ul><ul><li>Full service marketing execution: program development & management of awareness & lead generation; creative services </li></ul><ul><li>Developed strategic marketing plans for 20 NAFCU Services Corporation partners </li></ul>London,Ink LLC Emerging, Venture-Backed Tech Firms
    3. 3. Topics <ul><li>What is 'Web 2.0'? </li></ul><ul><li>How do you use it? </li></ul><ul><li>Did we skip 'Web 1.5'? </li></ul><ul><li>Facebook & Twitter: useful tools or narcissistic, addictive time-fritterers? </li></ul><ul><li>Is Web 2.0 ready for prime-time marketing? </li></ul><ul><li>What is Web 2.0 good for? </li></ul>
    4. 4. Marketers: Worst or best of times? “ Help” “ Best of Times” “ Ball of Confusion” “ Under Pressure” “ Survivor”
    5. 5. What is 'Web 2.0'? (a/k/a social media) <ul><li>Set of technologies & applications that let people interact more freely </li></ul><ul><li>Transact/drag on page without refreshing </li></ul><ul><li>Inexpensive distribution for your products & messages </li></ul><ul><li>New ways to engage with members & prospective members—community! </li></ul><ul><li>Excellent narrowcasting & micro-targeting vehicles </li></ul><ul><li>Trackable, measurable </li></ul><ul><li>Free! </li></ul>P P R R R Promise Reality P P
    6. 6. Where are Credit Unions with Web 2.0 marketing? Hey, let’s crowd-source a real-time, knowledge-based mash-up! Then we can Twitter the results!
    7. 7. But first, 'Web 1.5' A “searcher’s eye view” of the world
    8. 8. Your Web site is your best marketing weapon (after your products & services). It’s 2009:
    9. 9. Then why are so many Credit Union sites so hard to find? How many clicks does it take?
    10. 10. ...still counting...
    11. 11. ...and counting...
    12. 12. The “secret code” CLICK ON: VIEW > PAGE SOURCE
    13. 14. Early Credit Union uses of Web 2.0 marketing or social media
    14. 15. Early Credit Union uses of Web 2.0 marketing or social media
    15. 16. Pioneering uses of Facebook & social media—bigger investment
    16. 17. Pioneering uses of Facebook & social media
    17. 18. Twitter: Let’s listen in… <ul><li>@ Jeeves_69 Do the winners get their car washed too? 2 minutes ago from web in reply to Jeeves_69       </li></ul><ul><li>Enjoyed the weather and had a nice walk around Lambeau Field over lunch. 3 minutes ago from web       </li></ul><ul><li>don't respond to txt or calls you get telling you that your debit card is deactivated and asking you to enter/say your card num. & pin 24 minutes ago from web       </li></ul><ul><li>@ tsand skittles for desert! about 2 hours ago from web in reply to tsand       </li></ul><ul><li>@ tsand but without the cancer part ;) about 2 hours ago from web in reply to tsand       </li></ul><ul><li>@ sethwanta Hey Seth! How is the year going for you so far? about 2 hours ago from web in reply to sethwanta       </li></ul><ul><li>@ Jeeves_69 Soooo, can you put in a good word for me? I could really use a &quot;grand o gas&quot; about 4 hours ago from web in reply to Jeeves_69       </li></ul><ul><li>@ JiMpiSh They had everything said about them on twitter feeding to their site...wasn't all positive...they took it down. about 4 hours ago from web in reply to JiMpiSh       </li></ul><ul><li>Reading about how things didn't go well for skittles on twitter recently. about 4 hours ago from web       </li></ul><ul><li>@ BeerLuver Thanks for the pics...recognize a few faces! 11:53 AM Mar 16th from web in reply to BeerLuver       </li></ul><ul><li>@ tsand eek ....not good. 11:46 AM Mar 16th from web in reply to tsand       </li></ul><ul><li>@ Jeeves_69 I think you're getting the hang of things now! Thanks for being a XXXXXX tweep! So has anyone won the &quot;grand of gas&quot; yet? 11:44 AM Mar 16th from web in reply to Jeeves_69       </li></ul><ul><li>Retweet WSJ article credit unions http:// online.wsj.com /artic... 10:12 AM Mar 16th from web       </li></ul><ul><li>@ gegere I really like it. The design element with the &quot;B&quot; is cool. 10:06 AM Mar 16th from web in reply to gegere       </li></ul><ul><li>Thanks for following us Netbanker.com. Interesting article Saturday! 10:01 AM Mar 16th from web       </li></ul><ul><li>Trying to think of something with a little spice to put up on XXXXXX location marquis. 4:32 PM Mar 13th from web       </li></ul><ul><li>Heading to the XXXXXX Annual Meeting 6:10 PM Mar 12th from web       </li></ul><ul><li>@ JiMpiSh stop teasing....was it a &quot;meltaway&quot; bunny? 5:59 PM Mar 12th from web in reply to JiMpiSh       </li></ul><ul><li>@ gegere .....and there you are! 5:15 PM Mar 12th from web in reply to gegere       </li></ul><ul><li>@ JiMpiSh Care to share who from? 4:58 PM Mar 12th from web in reply to JiMpiSh       </li></ul>
    18. 19. Just because… <ul><li>… you can set up a Facebook page or Twitter account for free in 5 minutes, does than mean you should do it? </li></ul><ul><li>… your board has asked if you’re using Twitter, should you use it? </li></ul>
    19. 20. Observations on Value of Web 2.0 for Marketing <ul><li>Great tool for self-promotion or “personal branding” </li></ul><ul><li>If you have interesting content, it’s a great distribution channel </li></ul><ul><li>Reaches those already engaged </li></ul><ul><li>Requires a lot of content, care & feeding </li></ul><ul><li>ROIHTM </li></ul><ul><li>ROITBD </li></ul>
    20. 21. Observations on Value of Web 2.0 for Other Purposes <ul><li>Web 2.0 Can Harness the Power (& Wisdom) of the Marketplace </li></ul><ul><ul><li>Ideas </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Research </li></ul></ul>
    21. 22. Free Ads for Credit Unions, Courtesy of NAFCU Services Corporation… & Crowd-Sourcing
    22. 23. Web 2.0 has spawned the greatest outpouring of (free!) idea-sharing in history
    23. 24. Web 2.0 is the best marketing pulse-taker yet invented
    24. 25. But I'm strapped! <ul><li>Cost-effective resources that “get” Web 2.0 & social media: </li></ul><ul><ul><li>Interns </li></ul></ul><ul><ul><li>MBA candidates </li></ul></ul><ul><ul><li>Journalism candidates </li></ul></ul><ul><ul><li>Project-based resources </li></ul></ul>
    25. 26. Observations <ul><li>Web 2.0 isn’t for mainstream marketing (ROI) yet. </li></ul><ul><li>Always start with a business case. </li></ul><ul><li>Ask yourself what else the resources/budget can be used for. </li></ul><ul><li>Conquer Web 1.0 and 1.5 first! </li></ul><ul><li>Find and follow relevant sources of ideas, first-hand information, data and case studies. </li></ul>
    26. 27. Discussion
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