SEE THE FULL WEBINAR HERE >>
http://info.cafegive.com/social_media_101_credit_unions
Social media gives credit unions an unprecedented way to build an online community of members and to create new connections with members, partners and the community at large. Social media channels are being utilized effectively today in a variety of ways, and establishing the right channels for the right messages is the first step to beginning this journey.
This webinar is designed to give attendees a consolidated view of the options available in Facebook, LinkedIn, Twitter, and other channels to help focus the investment and set expectations on results. Topics will include best use of each channel, advertising opportunities available, budgetary and operational considerations and how to establish both strategy and measure of success.
Learn which channels can support your goals, and what steps you need to take now to establish your credit union brand as part of the thriving social media networks available to you.
Join Alan Jewett, Client Success Consultant at CafeGive Social for this 1-hour webinar as he
discusses:
>>Social Media networks overview - Facebook, Twitter, LinkedIn, Pinterest and other emerging channels
>>Identifying the right social media channels for your goals
>>Setting goals and metrics for success in social media marketing
>>The fundamentals of creating your corporate accounts
>>Budgeting for social media marketing, advertising and staffing for success
>>Real live examples of success stories and things to avoid
2. • Address top two questions we hear from clients
around social media
• Why Social Media is great tool for Credit Union
marketers
• Understand the strengths of Social Media tools
• Framework for social media planning
• Tips on getting started
2014 CafeGive Social Webinars
3. How do we get started on
social media?
How do we allocate
resources & measure
results?
2014 CafeGive Social Webinars
6. • Highly tangible connection with your brand
• Highly responsive
• Lead generation potential
• A great customer insight tool
– Listen to customers, learn what’s important
2014 CafeGive Social Webinars
8. Define your goals
Learn about members?
Brand awareness?
Drive traffic?
Promote services?
More new members?
2014 CafeGive Social Webinars
Connect with members?
9. Step 2
Identify your audience
45-54 years 46%↑ since 2012.
18-30 years 7.5%↓ since 2011
Largest % users 25-34 years
Reaches more 18-34 than
any cable network
2nd largest US social media
network behind Facebook
Twitter video platform –
similar demographics
70%+ women
Average blog reader:
30-38 year old male
90% users under 35
2014 CafeGive Social Webinars
12. • Think across virtual and real world
branding
• Brand consistently, but appropriately for
the tool
• Keep it simple to be most effective
2014 CafeGive Social Webinars
14. Step 5
Keep it up!
It takes time, commitment, & a plan to gain traction
70.1% of brand pages are inactive
2012 Recommend.ly study
2014 CafeGive Social Webinars
15. Social Media- A Great tool for
Credit Union Marketers
• Affordable
• Ability to demonstrate community focus
• Supports multi-way dialogue
• Is a key reference point for 18-34 decision
makers
– Third party opinion
– Transparency
– CSR
2014 CafeGive Social Webinars
18. Types of social media
• Social networks
• Video communities
• Image Sharing communities
• Blogging platforms
• Social bookmarking sites
• Review & recommendation sites
2014 CafeGive Social Webinars
What sites
should Credit
Unions be
using?
20. Social Media
24%
Users are in U.S.
1.4Users
billion
11%
2014 CafeGive Social Webinars
Of the world’s
population
21. • Community building and
engagement
• Celebrating company
milestones
• Promotions
• Contests
• Fundraising
2014 CafeGive Social Webinars
22. • News and press
• One-on-one
conversations
• Multi-way conversations
• Customer support
2014 CafeGive Social Webinars
23. Twitter examples of CRM & targeting from @Seamless & @Four Seasons LA
2014 CafeGive Social Webinars
24. • SEO
• Q&A
• Content delivery &
promotion
2014 CafeGive Social Webinars
25. • Guides and how-to videos
• General advertising
• Viral marketing
Verity Credit Union
Videos posted on Facebook and
Youtube generate 10X more
views
2014 CafeGive Social Webinars
26. Take it to the next level with Vine
Don’t Tax My
CU Vine Page
http://www.do
nttaxmycreditu
nion.org/vinelanding/
2014 CafeGive Social Webinars
27. • Community building
• Image-based
• Very high engagement
• Building buzz
• Storytelling with pictures
2014 CafeGive Social Webinars
28. • Blogs are great way to tell
your story
• Start social or internal
blog on your site
• Guest posts are great
way to gain traffic
2014 CafeGive Social Webinars
29. How do we get started on
social media?
How do we allocate
resources & measure
results?
2014 CafeGive Social Webinars
30. 10%
of the average digital
marketing budget
19%
of lead-generation budget
in smaller firms
2014 CafeGive Social Webinars
35. Develop a clear
objective and
strategy
Compete where
your budget will
allow
Use social media for
more than one
purpose
Think Campaign
Consider focus on
your Credit Union’s
Social Responsibility
Consider
applications vs
building it yourself
2014 CafeGive Webinars
2014 CafeGive Social Webinars
42. • Deepen member
connection
• Celebrate cause
partners & CSR
• Drive traffic
across all social
sites
2014 CafeGive Social Webinars
43. • Start with the end in mind
– Have an objective
• Listen to your audience
– Don’t preach
• Test and learn
– Find out what works for your brand
2014 CafeGive Social Webinars
44. Social Media Campaigns
An application approach:
Awareness :
Donate :
Engagement :
2014 CafeGive Social Webinars
It’s where we inspire causes, share stories, connect with brands and consumers, get our news, give advice and recommendations to friends. Word of mouth is one of the most trusted forms of recommendation, and inspires the most consumers to act.
Navy Federal Credit Union, for example, is ranked #1 on Power 100 Credit Unions on social media, and sold over $200 million in banking and financial services in 2013. In the space of a year, the CU grew from 22,000 likes on Facebook to 770,000 in large part because they “get” this new conversation loop
Examples from clients and credit unions on the Power 100 Credit Unions on social media – Facebook, Twitter, Youtube, Pinterest
Build Audience?
Choosing the right channel has a lot to do with who you’re trying to reach. Included some of the top social media channels on here.Notice did not include LinkedIn – as primarily a job seeker, b2b selling platform, it is not particularly useful for credit unions when it comes to driving membership. Tumblr & blogger are both blogging & resharing platforms.
Examples from clients and credit unions on the Power 100 Credit Unions on social media – Facebook, Twitter, Youtube, PinterestIt’s really easy to get started and channels make it simple with clear buttons, and opportunities to connect channels (link your Facebook to Twitter, Pinterest, etc).
Similar visuals and consistent messaging across channelsSame message: Patelco gives back, Patelco is part of your community, see Patelco’s impactTying back into “anchoring” theme, as well as Social Impact Map Image from home page, image from internal page redirected from Social Impact Map call for more engagementAcross channels. Consistent messaging
Think visually – what images, themes, and elements do you want your fans and new members to see and experience when they visit your channels?What’s on brand and off-brand? Have a conversation
Having an identified goal makes it easier to decide what to measure. Can do likes per week, shares, new member acquisition, etc. Once you decide your metrics, track them. Share them internally and review them to determine where to improve
Don’t abandon your pages. Many small to mid-size organizations in particular abandon their pages within the first year of setting them up, studies show.
Rest of platforms, choose depending on importance to CUVerity Credit Union posts videos advertising their new mobile banking services, then promotes them to Facebook. You can link your YouTube channel.Good way to reach your audience, especially with fewer people watching traditional tv and skipping commercials.
Many Vine videos, all only 6 seconds or less, have pretty high production value and creativity. Target is
Can be a way to build collateral and have images of your CU’s good works in the community, express your CSR efforts, showcase members, etc. With mapping features
Consumer ResearchDigital ContentSocial Media DistributionAudience FeedbackImproved Consumer Insight
Minimal starting point – 44 likes. Started with them to use multiple apps to grow campaign, presence, really just starting out.
After a month of working with CafeGive Social – ran multi-part campaign in which used different apps to encourage donating to a cause, engagement across channels. Did fundraising point of sale paper pin ups combined with online fundraising for a charitable cause
Getting to learn channels, getting comfortable with online mediumQuick look at their goalsGoals differ depending on your organization & where your CU is in terms of social media prowess.
High engagement across all social media channels. This is a bank with a very strong social media presence, & leveraged it to deepend community connectionQuick look at their goals