(How) Can it Help Credit Unions Market More Effectively? Web 2.0

www.londonink.com Bob London’s Background Virtual VP of Marketing for growth-stage organizations: strategy, positioning, messaging, planning Full service marketing execution: program development & management of awareness & lead generation; creative services Developed strategic marketing plans for 20 NAFCU Services Corporation partners London,Ink LLC Emerging, Venture-Backed Tech Firms

Virtual VP of Marketing for growth-stage organizations: strategy, positioning, messaging, planning

Full service marketing execution: program development & management of awareness & lead generation; creative services

Developed strategic marketing plans for 20 NAFCU Services Corporation partners

Topics What is 'Web 2.0'? How do you use it? Did we skip 'Web 1.5'? Facebook & Twitter: useful tools or narcissistic, addictive time-fritterers? Is Web 2.0 ready for prime-time marketing? What is Web 2.0 good for?

What is 'Web 2.0'?

How do you use it?

Did we skip 'Web 1.5'?

Facebook & Twitter: useful tools or narcissistic, addictive time-fritterers?

Is Web 2.0 ready for prime-time marketing?

What is Web 2.0 good for?

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) Set of technologies & applications that let people interact more freely Transact/drag on page without refreshing Inexpensive distribution for your products & messages New ways to engage with members & prospective members—community! Excellent narrowcasting & micro-targeting vehicles Trackable, measurable Free! P P R R R Promise Reality P P

Set of technologies & applications that let people interact more freely

Transact/drag on page without refreshing

Inexpensive distribution for your products & messages

New ways to engage with members & prospective members—community!

Excellent narrowcasting & micro-targeting vehicles

Trackable, measurable

Free!

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!

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… @ Jeeves_69 Do the winners get their car washed too? 2 minutes ago from web in reply to Jeeves_69 Enjoyed the weather and had a nice walk around Lambeau Field over lunch. 3 minutes ago from web 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 @ tsand skittles for desert! about 2 hours ago from web in reply to tsand @ tsand but without the cancer part ;) about 2 hours ago from web in reply to tsand @ sethwanta Hey Seth! How is the year going for you so far? about 2 hours ago from web in reply to sethwanta @ Jeeves_69 Soooo, can you put in a good word for me? I could really use a "grand o gas" about 4 hours ago from web in reply to Jeeves_69 @ 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 Reading about how things didn't go well for skittles on twitter recently. about 4 hours ago from web @ BeerLuver Thanks for the pics...recognize a few faces! 11:53 AM Mar 16th from web in reply to BeerLuver @ tsand eek ....not good. 11:46 AM Mar 16th from web in reply to tsand @ Jeeves_69 I think you're getting the hang of things now! Thanks for being a XXXXXX tweep! So has anyone won the "grand of gas" yet? 11:44 AM Mar 16th from web in reply to Jeeves_69 Retweet WSJ article credit unions http:// online.wsj.com /artic... 10:12 AM Mar 16th from web @ gegere I really like it. The design element with the "B" is cool. 10:06 AM Mar 16th from web in reply to gegere Thanks for following us Netbanker.com. Interesting article Saturday! 10:01 AM Mar 16th from web Trying to think of something with a little spice to put up on XXXXXX location marquis. 4:32 PM Mar 13th from web Heading to the XXXXXX Annual Meeting 6:10 PM Mar 12th from web @ JiMpiSh stop teasing....was it a "meltaway" bunny? 5:59 PM Mar 12th from web in reply to JiMpiSh @ gegere .....and there you are! 5:15 PM Mar 12th from web in reply to gegere @ JiMpiSh Care to share who from? 4:58 PM Mar 12th from web in reply to JiMpiSh

@ Jeeves_69 Do the winners get their car washed too? 2 minutes ago from web in reply to Jeeves_69

Enjoyed the weather and had a nice walk around Lambeau Field over lunch. 3 minutes ago from web

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

@ tsand skittles for desert! about 2 hours ago from web in reply to tsand

@ tsand but without the cancer part ;) about 2 hours ago from web in reply to tsand

@ sethwanta Hey Seth! How is the year going for you so far? about 2 hours ago from web in reply to sethwanta

@ Jeeves_69 Soooo, can you put in a good word for me? I could really use a "grand o gas" about 4 hours ago from web in reply to Jeeves_69

@ 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

Reading about how things didn't go well for skittles on twitter recently. about 4 hours ago from web

@ BeerLuver Thanks for the pics...recognize a few faces! 11:53 AM Mar 16th from web in reply to BeerLuver

@ tsand eek ....not good. 11:46 AM Mar 16th from web in reply to tsand

@ Jeeves_69 I think you're getting the hang of things now! Thanks for being a XXXXXX tweep! So has anyone won the "grand of gas" yet? 11:44 AM Mar 16th from web in reply to Jeeves_69

Retweet WSJ article credit unions http:// online.wsj.com /artic... 10:12 AM Mar 16th from web

@ gegere I really like it. The design element with the "B" is cool. 10:06 AM Mar 16th from web in reply to gegere

Thanks for following us Netbanker.com. Interesting article Saturday! 10:01 AM Mar 16th from web

Trying to think of something with a little spice to put up on XXXXXX location marquis. 4:32 PM Mar 13th from web

Heading to the XXXXXX Annual Meeting 6:10 PM Mar 12th from web

@ JiMpiSh stop teasing....was it a "meltaway" bunny? 5:59 PM Mar 12th from web in reply to JiMpiSh

@ gegere .....and there you are! 5:15 PM Mar 12th from web in reply to gegere

@ JiMpiSh Care to share who from? 4:58 PM Mar 12th from web in reply to JiMpiSh

Just because… … you can set up a Facebook page or Twitter account for free in 5 minutes, does than mean you should do it? … your board has asked if you’re using Twitter, should you use it?

… you can set up a Facebook page or Twitter account for free in 5 minutes, does than mean you should do it?

… your board has asked if you’re using Twitter, should you use it?

Observations on Value of Web 2.0 for Marketing Great tool for self-promotion or “personal branding” If you have interesting content, it’s a great distribution channel Reaches those already engaged Requires a lot of content, care & feeding ROIHTM ROITBD

Great tool for self-promotion or “personal branding”

If you have interesting content, it’s a great distribution channel

Reaches those already engaged

Requires a lot of content, care & feeding

ROIHTM

ROITBD

Observations on Value of Web 2.0 for Other Purposes Web 2.0 Can Harness the Power (& Wisdom) of the Marketplace Ideas Feedback Research

Web 2.0 Can Harness the Power (& Wisdom) of the Marketplace

Ideas

Feedback

Research

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! Cost-effective resources that “get” Web 2.0 & social media: Interns MBA candidates Journalism candidates Project-based resources

Cost-effective resources that “get” Web 2.0 & social media:

Interns

MBA candidates

Journalism candidates

Project-based resources

Observations Web 2.0 isn’t for mainstream marketing (ROI) yet. Always start with a business case. Ask yourself what else the resources/budget can be used for. Conquer Web 1.0 and 1.5 first! Find and follow relevant sources of ideas, first-hand information, data and case studies.

Web 2.0 isn’t for mainstream marketing (ROI) yet.

Always start with a business case.

Ask yourself what else the resources/budget can be used for.

Conquer Web 1.0 and 1.5 first!

Find and follow relevant sources of ideas, first-hand information, data and case studies.

Discussion