Social Media 101 For Credit Unions

2014 CafeGive Social Webinars2014 CafeGive Social Webinars

Alan Jewett- CafeGive SocialFebruary 18, 2014

2014 CafeGive Social Webinars

• 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


How do we get started on social media?

How do we allocate resources & measure

results?


It’s about engagement

1. SF BatKid2. Live view hashtags3. Face Time ad4. CO fire news coverage


2004 2014One-way communication Interactive, reciprocal communication


• Highly tangible connection with your brand

• Highly responsive

• Lead generation potential

• A great customer insight tool

– Listen to customers, learn what’s important


Define your goals

Brand awareness?

Connect with members?

Learn about members?

Drive traffic?Promote services?

More new members?


Identify your audience

45-54 years 46%↑ since 2012.

18-30 years 7.5%↓ since 2011

Reaches more 18-34 than any cable network

Largest % users 25-34 years

70%+ women

90% users under 35

2nd largest US social media network behind Facebook

Twitter video platform – similar demographics

Average blog reader: 30-38 year old male

Step 2


Choose your channels


Brand across channels


• Think across virtual and real world branding

• Brand consistently, but appropriately for the tool

• Keep it simple to be most effective


Step 4 Measure it!

Metrics: likes, shares, donations, votes, entries, visits, traffic, sign-ups


Step 5Keep it up!

70.1% of brand pages are inactive

It takes time, commitment, & a plan to gain traction

2012 Recommend.ly study


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


Social Media

Activity

SearchRankings


Types of social media

• Social networks

• Video communities

• Image Sharing communities

• Blogging platforms

• Social bookmarking sites

• Review & recommendation sites

What sites should Credit

Unions be using?


The new “minimum” standard trifecta


Social Media

1.4 billion

Users

11%Of the world’s

population

24%Users are in U.S.


• Community building and engagement

• Celebrating company milestones

• Promotions

• Contests

• Fundraising


• News and press

• One-on-one conversations

• Multi-way conversations

• Customer support


Twitter examples of CRM & targeting from @Seamless & @Four Seasons LA


• SEO

• Q&A

• Content delivery & promotion


• Guides and how-to videos

• General advertising

• Viral marketing

Videos posted on Facebook and Youtube generate 10X more views

Verity Credit Union


Take it to the next level with Vine

http://www.donttaxmycreditunion.org/vine-landing/

Don’t Tax My CU Vine Page







• Community building

• Image-based

• Very high engagement

• Building buzz

• Storytelling with pictures


• Blogs are great way to tell your story

• Start social or internal blog on your site

• Guest posts are great way to gain traffic


How do we get started on social media?

How do we allocate resources & measure

results?


10% of the average digital marketing budget

19% of lead-generation budget in smaller firms


19% Social Media

15% SEO

12% email

2014 CafeGive Social Webinars2014 CafeGive Webinars

Advertising 0%

Social Media 60%

SEO 0%

Content 40%


Advertising 20%

Social Media 40%

SEO 20%

Content 20%


57%

13% each

2%

“Other” 15%

2014 CafeGive Social Webinars2014 CafeGive Webinars

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


Hashdoc Social Media Content Loop


Just starting out on social


• Build brand & cause awareness

• Build audience

• Build proficiency


• Deepen member connection

• Celebrate cause partners & CSR

• Drive traffic across all social sites


• 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


Social Media Campaigns

An application approach:

Awareness :

Donate :

Engagement :


For more information contact:

[email protected]

Social Media 101 For Credit Unions

Social Media

Transcript of Social Media 101 For Credit Unions