Conor  Lynch  

#MARKETING    #STRATEGY  

#DIGITALWORLD    

 #CUMA  

Traditional marketing graduate, now a digital marketing lecturer in NUI Maynooth part-time Helped launch RaboDirect & worked for many start-ups, SMEs & brands like Coca-Cola, Meteor, Nokia, Vodafone, Toyota, Guinness & Glanbia Love sharing knowledge!

15 YEARS @ ONLINE MARKETING

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DIGITAL NATIVES

Digital natives switch their attention between media platforms 27 times per hour, about every other minute

65% of Digital natives take their devices from room to room

with them e.g. smartphone, iPad & laptop etc.

54% of digital natives say “I prefer texting people rather than talking to them”

DIGITAL IMMIGRANTS

Digital immigrants are the generations that did not grow up with the internet and are less networked to friends, family and

former classmates online

Studies show functional online activity for low level purchases, Skype communication and are less experiential than Digital Natives

The fastest growing demographic for Facebook and other social

media are aged 50 and over

•  82% of people searching new products/services did it on their mobiles in Ireland (Google 2012)

•  50% of searches on Google are made on mobile devices

•  Explosion in demand for smartphones and tablets with 1 billion Smartphones in use

•  Connected devices expected to jump to 50 billion by 2022

(Sources incl. StatCounter Global Stats Nov 2012- Jan 2013)

WHY DIGITAL, SOCIAL & MOBILE?

NOT HAVING A RESPONSIVE WEB SITE IS LIKE DISCRIMINATING AGAINST PEOPLE

WITH SMARTPHONES

ACCESS EVERYWHERE 24/7/365

Bank Transfer Day was a consumer initiative calling for a voluntary switch from commercial banks to not-for-profit credit unions by

November 5, 2011. On ‘Bank Transfer Day’ at least 650,000 people had added $4.5 billion to credit union saving accounts.

CREDIT UNION CASE STUDIES

HOW CREDIT UNIONS ARE INVESTING IN DIGITAL

Digital is the platform of choice for Credit Unions in today’s competitive market and in the United States Credit Unions plan to allocate 40% of their budgets toward digital marketing efforts in 2013. This is just one of the key findings of recent research by Martini Media. Almost 60 % of marketers planned to use mobile, social media, and online video. Only 8% planned to pursue display. This revealed a sharp shift in digital spending towards more media-rich and interactively engaging digital media vehicles. Mobile channels were clearly favoured in bank and credit union marketing strategies, considering the explosion in mobile usage and mobile device development.

CREDIT UNION DIGITAL SPENDING

DATCU Credit Union, Denton, Texas, posts news clips from reputable sites such as ABC News. Clips discuss rising bank fees and low interest rates as evidence to support a switch to the credit union. California Coast Credit Union, San Diego, shares entertaining clips from members. These videos help celebrate the credit union’s brand and generate enthusiasm with young audiences. Northwest Credit Union use their Facebook page for advertising new payment plans, services, job openings and local community success stories.

CREDIT UNIONS IN USA USING SOCIAL MEDIA

“The blog - ThatsSoNorthwest.com - is arguably one of the best credit union blogs in the country. “

CREATING A COMMUNITY

MOM FRIENDLY SERVICES

Verity Credit Union, Seattle, WA, is marketing to that demographic by creating kid-friendly branches and using more female-focused language. It changed the name of its checking from “Velocity Checking” to “Cartwheel Checking” and hired part-time spokesmom to blog about her experiences with the credit unions, says marketing director Shari Storm. Verity ensured that its campaign language made the product standout to women, who on average, make 85% of the financial decisions in their families, according to she-conomy.com, a website that analyses women-focused marketing. Since it launched the mom-friendly marketing, Verity has seen the average age of its member drop by two years, a statistic that Storm says is “really hard to get down.”

Blog Targeting Moms

POP CULTURE FLAVOURED YOUTUBE VIDEO CONTENT Virginia Credit Union recently turned out two Glee-like television commercials that play up their member-oriented business with short clips that automatically put you in a good mood. Virginia Credit Union even held American Idol-like auditions, with participation exceeding what executives expected, says Glen Birch, VCU’s public relations director. So many members responded that they had to close registration and then hold auditions for two days instead of the planned one. Birch says the credit union indeed looked to American Idol and Glee, two television shows that reach a diverse and wide audience that appeals to a younger demographic, for inspiration.

Virginia Credit Union

Create a separate identity for the blog Target a specific age groups (20 to 30) Engage people with real life experiences they can relate to A social media manager keeps everything on track Social media is considered a major element of the credit union’s brand strategy Return is measured by experience standards and how the credit union’s personality is leveraged  

CREDIT UNION BLOG TIPS

INVEST IN DIGITAL MARKETING

TO DRIVE SALES

CONSUMERS

The consumer is in control, well informed, well connected and with so much choice. Consumers expectations are rising and they will continue to seek user friendly products and services that simplify

their lives and add status.

Consumers seek engagement from open and transparent organisations. Consumer experience ONLINE & OFFLINE will be a

key differentiator among competitors.

Build communities and you will have new ambassadors. Connect consumers to each other and you connect them to your brand.

A digital strategy is the who, what, when, and where of listening and

responding to consumers, bridging brand experiences, iterating offerings,

and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective.

Online Ads, Social Media

Website/ CU visits, CPL

Given a Quote No. of sales / Value of

Sales (Conv. Rate, CPA)

No. of support queries

No. of Repeat Orders,  LVC  

Size of Community

KEY METRICS

HOW WE CAN HELP YOU WITH

DIGITAL MARKETING!

1 – DIGITAL STRATEGY 2 – DIGITAL TRAINING 3 – DIGITAL AUDITS 4 - DIGITAL CAMPAIGNS

1. DIGITAL STRATEGY TEMPLATES & WORKSHOPS

Overall it was a very

good course. I would definitely

recommend it.. Lisa Kelly

Three Mobile

We co-create a digital and social media strategy with our clients using a consultative strategy development workshop. It is proposed that the initial workshop is attended by all the management team. This strategy will inform the decisions that the team will make in the future, and will direct them in terms of campaigns, content, scheduling and platforms. We take an outside in approach to developing your digital strategy which means putting your customer at the centre of your business.

The ever-changing, fast-paced digital world we all live in is creating huge challenges and opportunities for executives and entrepreneurs. connector360 will teach you how to compete in the social media world using the latest digital channels and techniques including blogs, Facebook, Twitter, LinkedIn and YouTube, and integrating these with your existing marketing efforts. Our aim is to provide you with the practical knowledge and experience required to plan, implement and manage a comprehensive social media marketing strategy for your organisation. Clients include NUI Maynooth.

2. DIGITAL MARKETING TRAINING

We provide in-depth analysis reports of their Digital & Social Media Marketing performance. This includes your web site and social media. The report includes an Audit, Analysis & Action Plan. We also conduct Competitor Reports.

3. DIGITAL AUDITS

Our studio produces high quality websites, videos and apps your customers will love to use. We also create sharable digital content to engage your audience. •  Web Development •  Blog design •  Digital Video •  Mobile & Facebook Apps •  Graphic Design

4. DIGITAL CAMPAIGNS

We create both B2C and B2B marketing strategies that work. We connect our insight and experience in campaign strategy with a strong creative edge to deliver measurable results.

Our studio produces high quality websites, videos and apps your customers will love to use. We also create sharable digital content to engage your audience.

We help you unlock the value in your digital data with specialist services like digital audits, digital listening and competitor intelligence.

Our PR expertise will get your message to the online influencers and communities you need to impress. We put your brand centre stage.

We integrate digital campaigns with offline activities for maximum impact. We connect online and offline to create memorable and sharable customer experiences.

TECHNOLOGY & CONTENT

MEDIA & PROMOTION

STRATEGY AMPLIFICATION

ACTIVATION

DATA & ANALYTICS

OUR SERVICES

We create campaigns using bought, owned and earned media that drive awareness, sales and create communities of loyal customer advocates.

CLIENTS

1 X CUMA SPECIAL PRIZE VALUE €750

FREE DIGTAL AUDIT!

+353 86 811 8833 conor@connector360.net NDRC, Digital Exchange, Crane Street, Dublin 8, Ireland