social media cynic 2013 (updated)
DESCRIPTION
Presentation covers foundation of social media practices for credit unions and delves deeper into specific usage and performance statistics.TRANSCRIPT
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Debunkingthe
Social Media Cynic
Answering Execs’ Questions to the Value of Social Media
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Everybody is a cynic.
Especially when something new comes along.
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Glorified iPhone.
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100 million sold.
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Nobody has time.
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Everybody has one ... or two.
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No way.
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Safest way to travel.
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Good luck, Ben.
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Viva Las Vegas.
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I don’t think so.
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5 million viewers per show, say so.
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Waste of time.
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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)
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What it is.
•Two-way conversation
•Educator
•Entertainer
•Community builder
•Complement to traditional marketing
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What it’s not.
•Not a sales tool
•Not a one-time campaign
•Not an advertisement
•Not a total marketing replacement
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What are the benefits?
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Metrics?
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Why?•Another opportunity to attract and engage
•Adds value
•Builds trust
•Control the message
•Conversation goes on with or without you
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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
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Share.
•Provide helpful information
• From members
• From staff
• From mainstream or industry news
•Be a financial resource
•Don’t ask for anything in return
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Tell a story.
•Member success stories
•Trends
•Staff (get to know or SME)
•Philanthropy
•Awards
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Educate.
•Teach
•Financial advice
•“How to”
•Thought leader
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Be human.
•People relate to people — not logos
•Tweet-up meetings
•Videos
•Unitus’ iPad ex.
Unitus’ Brett Wooden w/ iPad
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Contests.
•Engage
•Educate
•Reward
•Return
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Have a plan.
•Research
•Objectives
•Goals
•Results
•Measure
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How do you start?
•Research and discover
•Listen
•Engage
•Inspire
•Support
•Reward
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What do we talk about?
• Personal relevance
• Entertaining
• Insight or advice
• Value
• Help
• Solves a problem
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What do we use?
• (educate)
• (influence)
• (announce)
• (peers)
• (entertain)
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Who will talk?
•Credible
•Knowledge
•Experience
•Personality
•Creative
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What if somebody says something bad about us?
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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
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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
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What about SM policy?
•Core values
•SM purpose
•Ethics
•Confidentiality
•Accountability
•Language & behavior
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What’s it gonna cost?
•Time
•Resources
•Knowledge
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What’s the ROI?
•“Sales minus expenses, divided by expenses, expressed as a percentage.”
•Depends on goals...
•More members
•Increased loans
•Enhanced awareness
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What are other uses?
•Market research
•Product development
•Internal communications
•Member support!
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How is it being used?
- Nielsen and McKinsey 2012
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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
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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
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Example.
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Example.
•Forth Worth Community CU
•Gabby “Get Your Worth On”
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Example.
•San Diego County CU
•Bankers invade SD beaches
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Tips?
•Be consistent
•Easy to share
•Easy audience participation
•Be authentic
•Integrate
•Be consistent
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Wrap up.
•Educate: become a thought leader
•Become a valued resource
•Builds a community and trust
•Complements traditional marketing
•Have a plan!
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Questions?
Mike Lawson
DML Communications
760-845-8146
Twitter: @dmlcomm
Slideshare.com search: “dmlcomm”
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Resources.• Filene
• Digital Mailer
• Convince & Convert
• Social Media Examiner
• Spin Sucks
• Cision
• Marketing Profs
• SmartBrief (social media)
• Forbes