social media for credit unions of all sizes east coast marketing conference september 25, 2015 joe...
TRANSCRIPT
Social Media for Credit Unions of All
SizesEast Coast Marketing
ConferenceSeptember 25, 2015
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Group activity!
OVERVIEW OF SOCIAL
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Who is using social now?
Why social?
• It’s expected. Your members are already talking about you there
• Easy to get started• Affordable... not free• People trust word of mouth far more
than they trust advertising. • It’s flexible. You can tailor how you use
it to meet your own needs, and match how your members are using it
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Benefits to your credit union
• Direct line of communication to members
• Engage members where they are• Word of mouth• You control the message • Cheaper, faster than traditional
media• Sharing & message amplification• Fast feedback & analytics
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Benefits to your members
• Direct line of communication. They feel like you’re listening
• Easy for them to share you with friends & family
• Opportunity for them to learn more about you
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Which networks? So many options!
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
HOW WE’RE USING SOCIAL
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Goals
• Positioning: trusted local financial experts• Reinforce our brand - showcase our
difference • Build a network of advocates• Show our strength• Celebrate accomplishments• Recruit talent• Quickly & effectively handle negative
situations• Another touch point with members
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Social is just a piece of our communication structure
• Use social to share your own content• Drive traffic back to your website
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Be relevant
• Share information that’s useful and helpful to your members
• Related to what you do, but not always selling
Share
• It’s not all about you
• Build credibility and improve engagement by sharing other’s content (80/20 rule)
Ask them to share
• (and recruit new talent)
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Invite participation
Tell your story in a new way
Give them something to anticipate
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Monitor & Respond
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
BEST PRACTICES
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Make the time
• Scheduling posts in advance• Block out time to gather shareable
content, and then plan ahead• Use your existing content
(newsletters, website, etc…) • Reality – it’s not all that time
consuming
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Identify ambassadors
• Provide SM training to employees who:– Share your message– Talk about you & tag you in their messages– Like / favorite your message
• Benefits:– Message amplification
• Your message reaches a broader audience when it’s shared
– Boost visibility to your own followers • More engagement on a message (liking, commenting,
sharing) means the message is shown to more of your own followers, too.
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Leave a mark
• Attach your brand to shareable content
Run new follower campaigns
• Don’t: pay for just any follower, you want people who will engage
• Do: use targeted ads to specifically reach your members
August results:Facebook - 312 new likesTwitter – 112 new follows
Social advertising
• Ads and boosted messages, targeted to specific audiences
Reach: 11,000People near branch
Boosted to local iPhone 6 users
Targeted ads: for more than just sales
Use analytics
Seriously… there’s analytics everywhere
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Have fun! Don’t be so serious
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
DISCUSSION / Q&A
Joe Mecca, Coastal Federal Credit Union @jfmecca | @coastal24
Connect with Us!
facebook.com/Coastal24twitter.com/Coastal24youtube.com/Coastal24TV
facebook.com/MECUAnywheretwitter.com/MECUANYWHERE
Joe MeccaCoastal Federal Credit
Sarah Dale HarmonMembers Exchange [email protected]