Download - Social Media Cynic 2013 (updated)
Debunkingthe
Social Media Cynic
Answering Execs’ Questions to the Value of Social Media
Everybody is a cynic.
Especially when something new comes along.
Glorified iPhone.
100 million sold.
Nobody has time.
Everybody has one ... or two.
No way.
Safest way to travel.
Good luck, Ben.
Viva Las Vegas.
I don’t think so.
5 million viewers per show, say so.
Waste of time.
Maybe not.• 1 billion (enough said)
• 500 million (175 million tweets per day)
• 200 million (160 million monthly visitors)
• 800 million (4 billion viewed per day)
What it is.
•Two-way conversation
•Educator
•Entertainer
•Community builder
•Complement to traditional marketing
What it’s not.
•Not a sales tool
•Not a one-time campaign
•Not an advertisement
•Not a total marketing replacement
What are the benefits?
Metrics?
Why?•Another opportunity to attract and engage
•Adds value
•Builds trust
•Control the message
•Conversation goes on with or without you
How do we use it?•Share information
•Tell a story
•Educate
•Human touch (member service?)
•Contests
•Have a plan
• Amazingly, only 30% of CUs using social media have a plan -Filene
Share.
•Provide helpful information
• From members
• From staff
• From mainstream or industry news
•Be a financial resource
•Don’t ask for anything in return
Tell a story.
•Member success stories
•Trends
•Staff (get to know or SME)
•Philanthropy
•Awards
Educate.
•Teach
•Financial advice
•“How to”
•Thought leader
Be human.
•People relate to people — not logos
•Tweet-up meetings
•Videos
•Unitus’ iPad ex.
Unitus’ Brett Wooden w/ iPad
Contests.
•Engage
•Educate
•Reward
•Return
Have a plan.
•Research
•Objectives
•Goals
•Results
•Measure
How do you start?
•Research and discover
•Listen
•Engage
•Inspire
•Support
•Reward
What do we talk about?
• Personal relevance
• Entertaining
• Insight or advice
• Value
• Help
• Solves a problem
What do we use?
• (educate)
• (influence)
• (announce)
• (peers)
• (entertain)
Who will talk?
•Credible
•Knowledge
•Experience
•Personality
•Creative
What if somebody says something bad about us?
How do we measure?
•Understand how SM fits at your credit union
•Know what you can measure (goals)
•Decide on ROI vs. Correlation
•Share data
•Embrace anecdotes
•Select metrics- Convince & Convert
How do we know?
•Google Alerts (set it up yesterday!)
•Technorati, Google Blog Search
•Twitter search, Twitterfall.com
•Website Grader, Blog Grader
•Twendz, TweetFeel
•Compete.com
- Spin Sucks
What about SM policy?
•Core values
•SM purpose
•Ethics
•Confidentiality
•Accountability
•Language & behavior
What’s it gonna cost?
•Time
•Resources
•Knowledge
What’s the ROI?
•“Sales minus expenses, divided by expenses, expressed as a percentage.”
•Depends on goals...
•More members
•Increased loans
•Enhanced awareness
What are other uses?
•Market research
•Product development
•Internal communications
•Member support!
How is it being used?
- Nielsen and McKinsey 2012
What are CUs doing?
•77% enhancing SM plans for 2013
•94% investing resources in Facebook
•58% investing resources in Twitter
•24% investing resources in Google+
•BUT 83% insufficient staff resources for SM
- CUNA Mutual 2013 survey
How are CUs using it?
•97% for CU news, alerts, edu, and info
•97% to build CU awareness
•93% to promote CU events
•73% for member communication, feedback, responding to comments (member service)
- CUNA Mutual 2013 survey
Example.
Example.
•Forth Worth Community CU
•Gabby “Get Your Worth On”
Example.
•San Diego County CU
•Bankers invade SD beaches
Tips?
•Be consistent
•Easy to share
•Easy audience participation
•Be authentic
•Integrate
•Be consistent
Wrap up.
•Educate: become a thought leader
•Become a valued resource
•Builds a community and trust
•Complements traditional marketing
•Have a plan!
Questions?
Mike Lawson
DML Communications
760-845-8146
Twitter: @dmlcomm
Slideshare.com search: “dmlcomm”
Resources.• Filene
• Digital Mailer
• Convince & Convert
• Social Media Examiner
• Spin Sucks
• Cision
• Marketing Profs
• SmartBrief (social media)
• Forbes