leveraging your credit union's social media & community programs: part 1
DESCRIPTION
A great social media strategy is a "must" for today's brand interactions, and marketing and new member initiatives. All Credit Unions understand the value of social media, yet very few can cut through the "commotion promotion" and meaningfully connect with new and potential members. This two-part webinar series helps Credit Unions leverage their community programs in order to stand out, and learn how to use social social media to build deeper connections with members and fans around the causes they love.TRANSCRIPT
Welcome to the Fast-Paced World of Social Media
“No longer is it a case of should a credit union be active on social media outlets such as Facebook and Twitter. Now, it has shifted to just how active and on exactly which channels.”
- Credit Union Times
We deepen connections between credit unions & their affiliates, members, & communities.
Enable you to have a positive impact on causes they love, using the power of social media
CafeGive Social & Credit Unions
Your Speaker & CafeGive Social
Sandra Morris is a marketing strategist, product specialist, nonprofit board member, and a seasoned speaker on topics including corporate social responsibility, leadership, and social media.
Prior to founding CafeGive, her roles including CIO for Intel Corporation and Senior Executive and VP of Consumer Images Services for Kodak.
Leveraging Social Media
On what platforms should we focus?
How do our community programs fit overall?
What messages support our goals?
How do we turn “fans” into members?
What’s the best way to use social to build my CU’s brand?
• How to effectively leverage your credit union’s community programs to help you stand out in the sea of opportunity called social media
• Identify ways to create long-lasting and meaningful connections with fans, followers, and members
• Specific ideas to:
• Attract new members & engage current members around the causes they love
• Drive & promote community engagement
• Build brand preference for your CU
Today
What We Know
Credit Unions are known for community engagement & member focus
Social media offers one of the best opportunities to engage members, create deeper connections, & engage in cause marketing
Let’s connect!
Community Programs can help your Credit Union STAND OUT my
CU
By Show of Hands
How often do you run charitable giving programs?
How often do you run social media campaigns?
Q
Q
Leveraging Social Media & Community Programs
it’s about…
REACH&
ROI
It’s also all about STRATEGY
What’s our goal?
How do we make it SMART?
What tools do we have?
What tools do we need?
Who are our partners?
What’s our message?
Social Media:GATEWAY TO ENGAGEMENT
WITH MEMBERS & CAUSES
Global consumers who report using social media to engage with companies around social & environmental issues
62%
Social Media - Lifeblood of Community Connection
• Tangible connection with your CU brand
• Highly responsive
• Member generation potential
• A great member insight tool
– Listen to members, learn what’s important
2010 Penn Schoen Berland, Burston Marsteller, Landor
BUSINESS
CSR
ACTIVITIE
S
MEMBER& EMPLOYEE AWARENESS
AWARENESS GAP
11%
BUSINESS
CSR
ACTIVITIE
S
MEMBER& EMPLOYEE AWARENESS
AWARENESS GAP
80%
BUSINESS
CSR
ACTIVITIE
S
MEMBER& EMPLOYEE AWARENESS
AWARENESS GAP
So…
where to start?
Strategy
Campaign Strategy “Anchor” Strategy
VERITY CREDIT UNION: Roll On Seattle
The Strategy
Promote new bicycle loan service to members in Pacific NW using social media and promotion.
VERITY CREDIT UNION: Roll On Seattle
Campaign Strategy
Tool: CafeGive Social’s Photo Contest App
Engagement:
Promotion - $250 gift card
Social Impact - $5 to BikeWorks per photo submitted.
Roll-On Seattle
The Results
68% increasein Facebook “Likes”
67 photossubmitted by Verity fans & members
$335 raisedfor nonprofit partner BikeWorks Seattle
Roll-On Seattle
Verity Takeaways
Leveraged already strong Facebook presence to build base
Connected service/product promotion (Bike Loans) to community giving
Promotion component: answered “what’s in it for me?”
Verity found a key point of connection with its members: bicycles
Cross-promotion: multi-channel, brand advocates
Visually compelling
BANK OF ANN ARBOR: JumpstARTS
The Strategy
Crowdsource & expand already successful JumpstARTS school giving program to increase member engagement & advertise CSR using social media.
BANK OF ANN ARBOR: JumpstARTS
Campaign Strategy
Tool: CafeGive Social’s Voting App
Engagement:
Incentive: $3,000 to 12 winning K – 12 schools
Schools: Advocates for campaign
JumpstARTS
The Results
47,300+ votesfrom customers, community, schools
170,000 userson Facebook saw the campaign
4,000 new likesgrew BAA’s sizeable Facebook fanbase by 10%
Bank of Ann Arbor Takeaways
Bank of Ann Arbor Takeaways
Leveraged SUBSTANTIAL social know-how to promote campaign
Cross channel – campaign across multiple channels
Coordinated launch: press releases, connection with schools
Cross-promotion
Follow-up: post-campaign engagement
Connection to CSR
Prometheus Real Estate: POrCH
The Strategy
Increase employee awareness of and engagement in CSR, and promote community giving externally by leveraging social media and team competition.
Prometheus Real Estate: POrCH
Campaign Strategy
Tool: CafeGive Social’s Donate App with customized Leaderboard
Engagement:
Region: Each region acted as campaign & brand advocate
Leaderboard: show competition, and promote CSR externally.
POrCH
The Results
$69,000raised for 5 charities, against $25,000 goal
5 RegionsActively engaged, 5 charities
10,000+People engaged in campaign (estimated reach)
POrCH Takeaways
POrCH Takeaways
Leveraged employee base to act as brand advocates
Centered around specific campaign – tailored locally
Coordinated launch: press releases, connection with charities
Leveraged different platforms and media – video, posts, tweets
Follow-up: post-campaign engagement (shared results)
Social can be used to promote CSR internally & externally
It’s all about STRATEGY
Campaign Strategy “Anchor” Strategy
Find the best “strategy fit” for your CU’s goals
Leverage multiple channels, platforms, voices
The Lesson
Some questions
Developing Your Strategy
1. What’s your current status on social media marketing?
2. Who currently does your overall marketing & social media marketing?
3. Does your CU have a cause in your community or globally that you care about and support?
4. Do you have a specific giving story or a unique program that you want to share with your community?
5. Is there anyone that you would like to engage or make part of your community impact?
Social media
Graphics
Audience
Campaign
Philanthropy
Leveraging Your Social Media Strategy: Part II
January 23rd, 2pm EDT
• Campaign & “Anchor” Strategies
• How to choose the best approach for your CU
• CSR & brand loyalty: community programs & data
• Examples from Credit Union 1, Adirondack Trust Company Community Fund, & Patelco Credit Union’s highly successful campaigns
Social Media Strategy
Social Media 101
Webinar:
Social Media 101 for Credit Unions
Date: 2/13/2014
Time: 2pm EDT
