Deluxe Financial Services: Building an effective social marketing program | Deluxe


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Deluxe Financial Services: Building an effective social marketing program | Deluxe

  1. 1. Building an Effective Social Marketing Program and Benchmarking for Success Presented by Kristy Grayson Executive Director, Marketing Deluxe Corp.
  2. 2. Why Social?
  3. 3. Popularity Social media popularity continues to grow in all age groups and in all types of channels.
  4. 4. Popularity
  5. 5. Touchpoints Branch touchpoints are on the decline:
  6. 6. Touchpoints Social touchpoints are ramping up:
  7. 7. Competition Your credit union may choose to ignore social media but research shows your competition does not.:
  8. 8. They Lied! All publicity isn’t good.
  9. 9. Risks Risk and regulatory issues should not be a reason to completely avoid social media.
  10. 10. Risks • All companies must have a social media policy in place • Supervisory/tracking policies and procedures regarding rates/marketing/advertising • Not having a social media policy in place, even one prohibiting social media, is the most common violation of FINRA industry regulations • Failing to enforce existing social media policies was the second most common violation • Product representation and UDAAP issues FINRA (Financial Institutions) and SEC (Investments Advisors) provide regulations for everyone in the financial industry to maintain:
  11. 11. Influencers & Advocates Nurture your member relationships.
  12. 12. Benefits Three sure-fire ways credit unions can use social media:
  13. 13. Benefits Social marketing humanizes your brand
  14. 14. Multi-channel Social is the thread that runs through all integrated marketing strategies.
  15. 15. Roadmap for Success
  16. 16. Social Road Map Effective  Planning Keep  Focused Set  Goals Define Strategy Develop  Team Develop  Assets Buy‐in GO! A successful social marketing strategy begins with a strong foundation
  17. 17. Social KPIs you need to measure  Referral traffic from social properties  Click rate on social shares  People talking about your credit union  # of twitter followers & re-tweets  Member dialog with your credit union
  18. 18. Key Tips to Take Home Social media isn’t just for teenagers. It’s become too big to ignore. Social media is emerging as a new way to cross-sell to existing members. Regulations don’t have to hinder your ability to have an effective social marketing strategy. Now is the time to invest in creating or revisit your social marketing strategy.
  19. 19. Any Questions? Get this story via infographic at @deluxe4fs
  20. 20. Thank you! Deluxe Corporation is the NAFCU Services Preferred Partner for Check Printing, Online Check Ordering, Check Fraud Prevention, and Member Loyalty Solutions. Learn more at or visit us in the Preferred Partner Pavilion, Booth #12.