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CUNA Mutual Group Proprietary Reproduction, Adaptation or Distribution Prohibited © CUNA Mutual Group Stop Missing the Mark w/ Social Media How to create an effective social media presence…
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2 I really hate PowerPoint….whatever Build social media credibility for your CU. What works, what doesn’t? One true key to social media. Gutsy social media move – one CUs story. Who should run your social media efforts?
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3 What happened? Power to evolve Separate themselves Shortened videos Anyone can do this!
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4 The Results… Pronunciation Book –19,879 subscribers –23,012,436 views Pronunciation Manual –127,102 subscribers –60,592,917 views Crazy, I know…
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5 Social Media is A Lot of Work Answer these questions: –Why social media? –Who’s your audience? –What social media platform? –What’s your exit strategy?
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6 Social Media Dress Code Twitter – casual Google+ – casual w/ occasional dress-up days Pinterest – mostly casual Facebook – business casual LinkedIn – all business
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7 Social Media Marketing Marketing Yourself (not just the CU) –Pull people in. –Engage your audience. –It’s not about the company anymore – it’s about your audience. –People connect with other people (not faceless company). –It’s a conversation; be useful.
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8 Good SM Marketing Veridian Credit Union –Facebook: Ask questions; share photos; peak inside life at the credit union.
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9 Good SM Marketing Veridian Credit Union –Twitter: share news from Veridian; more photos; two real people run the account.
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10 The key? Personality!
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11 Who’s Your Audience? Audience –Credit Union Customers –CU Executives –CU Trade Media –Philanthropic Organizations Connecting –News links –Photos –Videos
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12 Audience-Finding Tools FlipTop – upload email contacts (Salesforce) and spit out SM profiles. –First 100 are free. –http://www.fliptop.com/http://www.fliptop.com/ Qwerly – more complicated; pop in a name & location & get detailed SM profiles. –Paid tool –http://qwerly.com/homehttp://qwerly.com/home
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13 Facebook – Don’t Be Sheep : ( Hey, let’s make a Facebook page! –No call to action. –No reason to “Like” it. –Zero engagement. –No personality. –Abandoned!!!
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14 Good News – You Don’t Have to Suck! Engagement. –Members. –Like other organizations. Quick response. –Within an hour. Fresh posts daily. –2/3 times each day. 30 min each day. –Designate one or two people.
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15 Twitter…Don’t Get Lost Twitter –Rapid-fire news feed. –Post multiple times each day. –Quick response time. –Massive information consumption. –Lots of personality.
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16 Twitter Test Take a picture of anything. Upload it to Twitter. Hashtag it: #LSCU
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17 Google+ Don’t Ignore This
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18 Google+ Specifics Google+ Platform – anyone w/ Gmail has a Google+ account. –Roughly 400 million people have Gmail Consists of: –Profile – G+ pages are tied to Google search results with the +1 Button –Circles – Combine audience into appropriate groups for strategic communication –Photos – Instant photo-sharing and tagging through Picasa –Videos – Instant video-sharing and tagging through YouTube –Hangouts – Built-in video chat function on no other SM platform
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19 Hangouts are the Key Unique video-chat function built into the platform. Can have up to 10 people on a Hangout at one time. –Hangouts On Air are live YouTube broadcasts; Mobile Hangouts awesome as well.
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20 Pinterest Attribute your “pin” source. –Give credit - a digital “thank you.” Pin strategically. –Include a link back to your Website. Be social. –@tag other pinners by name. Produce “pinnable” content. –Choose great “pin” for top of blog post. Put “Pin It” button on your Website. –It’s all about driving traffic!
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21 LinkedIn Fill out profile. Make a solid headline. Nice summary. Add updates. Join/participate in groups. – (up to 50)
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22 LinkedIn Groups Search “Groups.” Get involved. Post own discussion. Do not: –Use as marketing –Promote products
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23 Heartland CU’s Leap of Faith
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25 Heartland CU’s Lessons 90% social media views are non-members.* Content is so important! Content breeds engagement. Everything else is secondary. *Source: Storybridge – Social Media Research for Heartland Credit Union (June 10, 2012)
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26 Vine – Latest (very popular) SM Addition
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27 Social Media Seasoning iPhone & Android Smartphones 6 second video Upload Instantly –Twitter & Facebook
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28 SM Platforms Want You (and your brand) Opening doors for company pages. Paid engagement options. Creating multi-functioning SM platforms. EXTREMELY LARGE FREE AD SPACE!!!
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30 Bottom Line Protect your brand.
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31 2013 Social Media Strategy 77% indicate their credit unions are developing / enhancing their social media strategy for 2013. More than half of those investing in social media in 2013 will use Facebook, mobile apps, Twitter, and YouTube. Interesting Point: –Those who have been using social media for more than three years are more likely to use Google+ in 2013 than those who have been using social media for less than three years.
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32 2013 Social Media Investments
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33 SM/Online Reality Avg. # of social media accounts = 33* 6.7 billion hours spent online each month* –That’s a lot Online advertising spending $9.8 billion by 2016** *Burson-Marsteller’s Global Social Media Check Up 2012 (June 15, 2012) **BIA/Kelsey’s U.S. Local Media Forecast (May 15, 2012)
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34 Exit Strategy Lock it down. Post reason-ish for the lack of activity. Press “Delete.” –This is a last resort!
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35 Be Smart Answer these questions: –Why social media? –Who’s your audience? –What social media platform? –What’s your exit strategy?
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36 If you ever need me…. Michael Ogden michael.ogden@cunamutual.com @CUNAMutualGroup – Twitter +CUNA Mutual Group – Google+ CUNAMutualGroup – YouTube P.S. Personal stuff, search “Grabbingtoast”
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