CUANY 2010 | Social Media 101 for Credit Unions


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An introduction to social media at the Capital District Chapter meeting of the Credit Union Association of New York.

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CUANY 2010 | Social Media 101 for Credit Unions

  1. 1. CUANY | SOCIAL MEDIA 101 Rhea Drysdale COO, Outspoken Media
  2. 2. What is social media? <ul><li>&quot;Social media are media designed to be disseminated through social interaction , using highly accessible and scalable publishing techniques… They support the democratization of knowledge and information and transform people from content consumers to content producers. ” </li></ul>
  3. 3. What is a credit union? <ul><li>“ A credit union is a cooperative financial institution that is owned and controlled by its members and operated for the purpose of promoting thrift, providing credit at reasonable rates, and providing other financial services to its members. Many credit unions exist to further community development or sustainable international development on a local level .” </li></ul>
  4. 4. social media credit unions
  5. 5. The media, industry publications, your employees and your kids are saying…
  7. 7. No one is talking about us. How do I get a return? Who will manage it? How do we sort through the noise? Where do we start? Social media is a waste of time! What if people complain about us?
  8. 8. Social media is a waste of time!
  9. 9. REMEMBER: Social media is just a vehicle
  10. 10. <ul><li>40% of adults 30 and older use the social sites in the fall of 2009 </li></ul><ul><li>73% of adult profile owners use Facebook, 48% have a profile on MySpace and 14% use LinkedIn </li></ul><ul><li>37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter. </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  11. 11. Benefits of Social Media <ul><li>New customer acquisition </li></ul><ul><li>Current customer outreach </li></ul><ul><li>Loyalty rewards </li></ul><ul><li>“ Human touch” of CU vs banks </li></ul><ul><li>Corporate branding </li></ul><ul><li>Personal branding </li></ul><ul><li>Brand monitoring and management </li></ul>
  12. 12. Case Study: Me! I trust: Friends Reviews Impartial news Real customer service Local businesses I hate: Direct mail Email spam Banner ads Impersonal customer service Bank of America 3,388 Twitter followers | 582 Facebook friends 351 LinkedIn connections | 82 Dailybooth fans | 75 Foursquare friends
  13. 13. No one is talking about us!
  14. 14. Monitoring Tools <ul><li>Google Alerts </li></ul><ul><li>Twitter Search </li></ul><ul><li>Boardreader </li></ul><ul><li>Backtype </li></ul><ul><li>Trackur </li></ul><ul><li>WhosTalkin </li></ul><ul><li>ScoutLabs </li></ul><ul><li>Radian6 </li></ul>
  15. 15. Subscribe to Advanced Searches <ul><li> </li></ul><ul><li>Enter keywords </li></ul><ul><li>Enter zip code “Near this place” </li></ul><ul><li>Enter “Within this distance” </li></ul><ul><li>Search </li></ul><ul><li>Subscribe to RSS feed </li></ul>
  16. 16. Wordtracker Questions
  17. 17. Where do we start?
  18. 18. Protect Your Brand
  19. 19. Define Your Goals <ul><li>Brand awareness </li></ul><ul><li>Customer acquisition </li></ul><ul><li>Increase search traffic </li></ul><ul><li>Repair online reputation </li></ul><ul><li>Newsletter/email sign-ups </li></ul>
  20. 20. Define Who You Are vs.
  21. 21. Define the Medium(s) <ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Forums </li></ul><ul><li>Videos </li></ul><ul><li>Podcasts </li></ul><ul><li>Photos </li></ul><ul><li>Contests </li></ul>PR Customer service Linkbait Reviews Comments Bookmarks Widgets Applications Mobile
  22. 22. Allocate Resources <ul><li>How much time and budget? </li></ul><ul><li>Train someone in-house or new hire? </li></ul><ul><li>Outsource training, management or monitoring? </li></ul><ul><li>Have you established brand policies? </li></ul><ul><li>What metrics will be measured? </li></ul><ul><li>What tools allow you to track results? </li></ul>
  23. 23. Implement <ul><li>Brand and optimize accounts </li></ul><ul><li>Integrate with online properties </li></ul><ul><li>Establish an editorial calendar </li></ul><ul><li>Promote accounts </li></ul><ul><li>Engage network </li></ul><ul><li>Strategic outreach </li></ul>
  24. 24. Blog
  25. 25. Facebook Pages
  26. 26. Twitter Profiles
  27. 27. LinkedIn Groups
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32. Videos 91,022 views Ranks on Google!
  33. 33. Infographics
  34. 34. Photos
  35. 35. Widgets
  36. 36. Track Results <ul><li>Google Analytics </li></ul><ul><li>Omniture </li></ul><ul><li>Raven SEO Tools </li></ul>
  37. 37. Test and Refine <ul><li>Review analytics </li></ul><ul><li>Conduct usability tests: </li></ul><ul><ul><li>Google Website Optimizer or Crazy Egg </li></ul></ul><ul><ul><li>In-house A|B or multi-variate tests </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Polls or surveys (PollDaddy, SurveyMonkey, UserVoice) </li></ul></ul><ul><ul><li>Customer service sites (GetSatisfaction or SuggestionBox) </li></ul></ul><ul><li>Implement changes </li></ul>
  38. 38. THANK YOU <ul><li>Contact us: </li></ul><ul><li>[email_address] </li></ul><ul><li>Follow us: </li></ul><ul><li>@ outspokenmedia </li></ul>