CUANY | SOCIAL MEDIA 101

Rhea DrysdaleCOO, Outspoken Media

What is social media?

"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.”

What is a credit union?

“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.”

social media

credit unions

The media, industry publications, your employees

and your kids are saying…

I WANT YOU

TO USE SOCIAL MEDIA

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?

Social media is a waste of time!

REMEMBER:

Social media is just a vehicle

• 40% of adults 30 and older use the social sites in the fall of 2009

• 73% of adult profile owners use Facebook, 48% have a profile on MySpace and 14% use LinkedIn

• 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.

http://www.pewinternet.org/Reports/2010/Online-News.aspxhttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

Benefits of Social Media

• New customer acquisition• Current customer outreach• Loyalty rewards• “Human touch” of CU vs banks• Corporate branding• Personal branding• Brand monitoring and management

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

No one is talking about us!

Monitoring Tools

• Google Alerts• Twitter Search• Boardreader• Backtype

• Trackur• WhosTalkin• ScoutLabs• Radian6

Subscribe to Advanced Searches

1. http://search.twitter.com/advanced2. Enter keywords 3. Enter zip code “Near this place”4. Enter “Within this distance”5. Search6. Subscribe to RSS feed

Wordtracker Questionshttp://labs.wordtracker.com/keyword-questions

Where do we start?

Protect Your Brand

Define Your Goals

• Brand awareness• Customer acquisition• Increase search traffic• Repair online reputation• Newsletter/email sign-ups

Define Who You Are

vs.

Define the Medium(s)

BlogFacebookTwitterLinkedInForumsVideosPodcastsPhotosContests

PRCustomer serviceLinkbaitReviewsCommentsBookmarksWidgetsApplicationsMobile

Allocate Resources

1. How much time and budget?2. Train someone in-house or new hire?3. Outsource training, management or

monitoring?4. Have you established brand policies?5. What metrics will be measured?6. What tools allow you to track results?

Implement

• Brand and optimize accounts• Integrate with online properties• Establish an editorial calendar • Promote accounts• Engage network• Strategic outreach

Blog

Facebook Pages

Twitter Profiles

LinkedIn Groups

Foursquare.com

Yelp.com

Yelp.com

Indeed.com

Videos

91,022 views

Ranks on Google!

Infographics

Photos

Widgets

Track Results

• Google Analytics• Omniture• Raven SEO Tools

Test and Refine

Review analytics

Conduct usability tests: Google Website Optimizer or Crazy Egg In-house A|B or multi-variate tests Focus groups Polls or surveys (PollDaddy, SurveyMonkey,

UserVoice) Customer service sites (GetSatisfaction or

SuggestionBox)

Implement changes

THANK YOU

Contact us:rhea@outspokenmedia.com

Follow us:@outspokenmedia