London, Ink Presents: (How) Can Web 2.0 Help Credit Unions Market More Effectively?

NAFCU’s Strategic Growth Conference

(How) Can it Help Credit Unions Market More Effectively?

Web 2.0

www.londonink.com 2

Bob London’s Background

• Virtual VP of Marketing for growth-stage organizations: strategy, positioning, messaging, planning

• Full service marketing execution: program development & management of awareness & lead generation; creative services

• Developed strategic marketing plans for 20 NAFCU Services Corporation partners

• Virtual VP of Marketing for growth-stage organizations: strategy, positioning, messaging, planning

• Full service marketing execution: program development & management of awareness & lead generation; creative services

• Developed strategic marketing plans for 20 NAFCU Services Corporation partners

London,Ink LLCLondon,Ink LLC

Emerging, Venture-Backed Tech Firms

Emerging, Venture-Backed Tech Firms


Topics

• What is 'Web 2.0'?• How do you use it?• Did we skip 'Web 1.5'?• Facebook & Twitter: useful tools or

narcissistic, addictive time-fritterers?• Is Web 2.0 ready for prime-time

marketing?• What is Web 2.0 good for?


Marketers: Worst or best of times?“Help”

“Best of Times”

“Ball of Confusion”“Under Pressure”

“Survivor”


What is 'Web 2.0'? (a/k/a social media)

• Set of technologies & applications that let people interact more freely

• Transact/drag on page without refreshing

• Inexpensive distribution for your products & messages

• New ways to engage with members & prospective members—community!

• Excellent narrowcasting & micro-targeting vehicles

• Trackable, measurable

• Free!

PP

PP

RR

RR

RR

PromisePromiseRealityRealityPP

PP


Where are Credit Unions with Web 2.0 marketing?

Hey, let’s crowd-source a real-time, knowledge-based mash-up!

Then we can Twitter the results!


But first, 'Web 1.5'A “searcher’s eye view” of the world


Your Web site is your best marketing weapon

(after your products & services).

It’s 2009:


Then why are so many Credit Union sites so hard to find?

How many clicks does it take?


...still counting...


...and counting...


The “secret code”

CLICK ON: VIEW > PAGE SOURCE


Early Credit Union uses of Web 2.0 marketing or social media


Pioneering uses of Facebook & social media—bigger investment


Pioneering uses of Facebook & social media


Twitter: Let’s listen in…1. @Jeeves_69 Do the winners get their car washed too?2 minutes ago from web in reply to Jeeves_69

2. Enjoyed the weather and had a nice walk around Lambeau Field over lunch.3 minutes ago from web

3. don't respond to txt or calls you get telling you that your debit card is deactivated and asking you to

enter/say your card num. & pin24 minutes ago from web 4. @tsand skittles for desert!about 2 hours ago from web in reply to tsand 5. @tsand but without the cancer part ;)about 2 hours ago from web in reply to tsand 6. @sethwanta Hey Seth! How is the year going for you so far?about 2 hours ago from web in reply to

sethwanta 7. @Jeeves_69 Soooo, can you put in a good word for me? I could really use a "grand o gas"about

4 hours ago from web in reply to Jeeves_69 8. @JiMpiSh They had everything said about them on twitter feeding to their site...wasn't all

positive...they took it down.about 4 hours ago from web in reply to JiMpiSh 9. Reading about how things didn't go well for skittles on twitter recently.about 4 hours ago from web

10.@BeerLuver Thanks for the pics...recognize a few faces!11:53 AM Mar 16th from web in reply to

BeerLuver 11.@tsand eek ....not good.11:46 AM Mar 16th from web in reply to tsand 12.@Jeeves_69 I think you're getting the hang of things now! Thanks for being a XXXXXX tweep! So has

anyone won the "grand of gas" yet?11:44 AM Mar 16th from web in reply to Jeeves_69 13.Retweet WSJ article credit unions http://online.wsj.com/artic...10:12 AM Mar 16th from web 14.@gegere I really like it. The design element with the "B" is cool.10:06 AM Mar 16th from web

in reply to gegere 15.Thanks for following us Netbanker.com. Interesting article Saturday!10:01 AM Mar 16th from web 16.Trying to think of something with a little spice to put up on XXXXXX location marquis.

4:32 PM Mar 13th from web 17.Heading to the XXXXXX Annual Meeting6:10 PM Mar 12th from web 2. @JiMpiSh stop teasing....was it a "meltaway" bunny?5:59 PM Mar 12th from web in reply to JiMpiSh 3. @gegere .....and there you are!5:15 PM Mar 12th from web in reply to gegere 4. @JiMpiSh Care to share who from?4:58 PM Mar 12th from web in reply to JiMpiSh


Just because…

…you can set up a Facebook page or Twitter account for free in 5 minutes, does than mean you should do it?

…your board has asked if you’re using Twitter, should you use it?


Observations on Value of Web 2.0 for Marketing

• Great tool for self-promotion or “personal branding”

• If you have interesting content, it’s a great distribution channel

• Reaches those already engaged• Requires a lot of content, care & feeding• ROIHTM• ROITBD


Observations on Value of Web 2.0 for Other Purposes

• Web 2.0 Can Harness the Power (& Wisdom) of the Marketplace– Ideas– Feedback–Research


Free Ads for Credit Unions,

Courtesy of NAFCU Services Corporation…

& Crowd-Sourcing


Web 2.0 has spawned the greatest outpouring of (free!)

idea-sharing in history


Web 2.0 is the best marketing pulse-taker yet invented


But I'm strapped!Cost-effective resources that “get” Web 2.0 & social media:

–Interns–MBA candidates–Journalism candidates–Project-based resources


Observations

• Web 2.0 isn’t for mainstream marketing (ROI) yet.

• Always start with a business case.• Ask yourself what else the

resources/budget can be used for.• Conquer Web 1.0 and 1.5 first!• Find and follow relevant sources of ideas,

first-hand information, data and case studies.


Discussion

London, Ink Presents: (How) Can Web 2.0 Help Credit Unions Market More Effectively?

Business

Transcript of London, Ink Presents: (How) Can Web 2.0 Help Credit Unions Market More Effectively?