cuany 2010 | social media 101 for credit unions
DESCRIPTION
An introduction to social media at the Capital District Chapter meeting of the Credit Union Association of New York.TRANSCRIPT
CUANY | SOCIAL MEDIA 101
Rhea DrysdaleCOO, Outspoken Media
What is social media?
"Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques… They support the democratization of knowledge and information and transform people from content consumers to content producers.”
What is a credit union?
“A credit union is a cooperative financial institution that is owned and controlled by its members and operated for the purpose of promoting thrift, providing credit at reasonable rates, and providing other financial services to its members. Many credit unions exist to further community development or sustainable international development on a local level.”
social media
credit unions
The media, industry publications, your employees
and your kids are saying…
I WANT YOU
TO USE SOCIAL MEDIA
No one is talking about us.
How do I get a return?
Who will manage it?
How do we sort through the noise?
Where do we start?
Social media is a waste of time!
What if people complain about us?
Social media is a waste of time!
REMEMBER:
Social media is just a vehicle
• 40% of adults 30 and older use the social sites in the fall of 2009
• 73% of adult profile owners use Facebook, 48% have a profile on MySpace and 14% use LinkedIn
• 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter.
http://www.pewinternet.org/Reports/2010/Online-News.aspxhttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
Benefits of Social Media
• New customer acquisition• Current customer outreach• Loyalty rewards• “Human touch” of CU vs banks• Corporate branding• Personal branding• Brand monitoring and management
Case Study: Me!
I trust:
Friends
Reviews
Impartial news
Real customer service
Local businesses
I hate:
Direct mail
Email spam
Banner ads
Impersonal customer service
Bank of America
3,388 Twitter followers | 582 Facebook friends
351 LinkedIn connections | 82 Dailybooth fans | 75 Foursquare friends
No one is talking about us!
Monitoring Tools
• Google Alerts• Twitter Search• Boardreader• Backtype
• Trackur• WhosTalkin• ScoutLabs• Radian6
Subscribe to Advanced Searches
1. http://search.twitter.com/advanced2. Enter keywords 3. Enter zip code “Near this place”4. Enter “Within this distance”5. Search6. Subscribe to RSS feed
Wordtracker Questionshttp://labs.wordtracker.com/keyword-questions
Where do we start?
Protect Your Brand
Define Your Goals
• Brand awareness• Customer acquisition• Increase search traffic• Repair online reputation• Newsletter/email sign-ups
Define Who You Are
vs.
Define the Medium(s)
BlogFacebookTwitterLinkedInForumsVideosPodcastsPhotosContests
PRCustomer serviceLinkbaitReviewsCommentsBookmarksWidgetsApplicationsMobile
Allocate Resources
1. How much time and budget?2. Train someone in-house or new hire?3. Outsource training, management or
monitoring?4. Have you established brand policies?5. What metrics will be measured?6. What tools allow you to track results?
Implement
• Brand and optimize accounts• Integrate with online properties• Establish an editorial calendar • Promote accounts• Engage network• Strategic outreach
Blog
Facebook Pages
Twitter Profiles
LinkedIn Groups
Foursquare.com
Yelp.com
Yelp.com
Indeed.com
Videos
91,022 views
Ranks on Google!
Infographics
Photos
Widgets
Track Results
• Google Analytics• Omniture• Raven SEO Tools
Test and Refine
Review analytics
Conduct usability tests: Google Website Optimizer or Crazy Egg In-house A|B or multi-variate tests Focus groups Polls or surveys (PollDaddy, SurveyMonkey,
UserVoice) Customer service sites (GetSatisfaction or
SuggestionBox)
Implement changes
