This document discusses leveraging social media to gain and retain members for credit unions. It recommends that credit unions use social media to share helpful information from members, staff, and news; tell member success stories and get to know staff; educate without being salesy on topics like mortgages and investments; be human by tweeting meetups and videos; hold contests to engage members; and have a social media plan with objectives and goals. It also provides examples of credit unions using social media successfully and tips to be consistent, make content easy to share and participate in, and integrate social media to complement traditional marketing.

1. Leveraging Social Media
How to Gain and Retain Members

2. What if?

3. What if?

4. Parted.

5. What if?

6. Landed.

7. What if?

8. Not quite.

9. Made it.

10. What if?

11. 5.8 million per episode

12. What if?

13. Numbers.
800 million (3rd largest country)
225 million (1 billion tweets per week)
130 million (1 new member per second)
490 million (35 hrs uploaded per min.)

14. Tools.

15. What it’s not.
• Not a sales tool
• Not a campaign
• Not an advertisement
• Not a total marketing replacement

16. What it is.
• Two-way conversation
• Educator
• Community builder
• Complement to traditional marketing

17. Benefits.

18. Metrics.

19. Why?
• Another opportunity to engage
• Less disruptive message
• Trusted resource
• Add value
“Conversation goes on with or without you.”

20. How to gain & retain?
• Share
• Tell a story
• Educate
• Human touch
• Contests
• Have a plan
Amazingly, only 30% of CUs have a social media plan -Filene

21. Share.
• Provide helpful information
• From members
• From staff
• From mainstream or industry news
• Be a financial info resource
• Don’t ask for anything in return

22. Tell a story.
• Member success stories
• Staff (get to know or SME)
• Philanthropy
• Awards

23. Educate
• Don’t be too “salesy”
• Advice or “How to”
• Mortgage
• PFM
• Online services
• Investments
• Be a resource

24. Be human.
• People relate to people — not logos
• Tweet-up (to meet)
• Videos
• Unitus’ iPad ex.
Unitus’ Brett Wooden w/ iPad

25. Contests.
• Engage
• Educate
• Reward
• Return

26. Have a plan.
• Research
• Objectives
• Goals
• Results
• Measure

27. Steps.
• Research and discover
• Listen
• Engage
• Inspire
• Support
• Reward

28. Information.
• Personal relevance
• Entertaining
• Insight or advice
• Value
• Helps
• Solves a problem

29. Credit unions.
• 63% credit unions using social media today
• Est. 90% will use social media in 2012
• Age 45+ fastest growing group (avg. age 47)

30. Example.
• Vantage CU

31. Example.

32. Example.
• Verity FCU
• VerityMom

33. Example.
• Verity CU’s “Our Voices” blog

34. Example.
• Forth Worth Community CU
• Gabby “Get Your Worth On”

35. Example.
• San Diego County CU
• Bankers invade SD beaches

36. Example.
• ECCU video testimonials

37. Investment.
• Time
• Resources
• Knowledge

38. Tips.
• Be consistent
• Easy to share
• Easy audience participation
• Be authentic
• Integrate
• Be consistent

39. Wrap up.
• Be consistent
• Complements traditional marketing
• Builds a community (trust)
• Educate
• Less disruptive message
• Have a plan!

40. Bottom line.
Social media enhances your ability to
become a primary financial resource.
Spark a financial conversation today.

41. What if?
Hmmm...

43. Resources.
• Filene
• Digital Mailer
• Convince & Convert
• Social Media Examiner
• Cision
• Spin Sucks
• Marketing Profs
• SmartMedia - Social Media

44. Questions?
Mike Lawson
DML Communications
mike@dmlcommunications.com
760-845-8146
Twitter: @dmlcomm