Leveraging Your Credit Union's Social Media & Community Programs: Part 1
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The document discusses how credit unions can leverage social media and community programs to build their brands. It provides examples of strategies used by various credit unions that were successful in engaging members and communities. Verity Credit Union promoted a new bicycle loan service on social media and through a photo contest, raising funds for a nonprofit partner. Bank of Ann Arbor grew its Facebook following by 10% through a voting app that engaged schools. Prometheus Real Estate used a donation app and leaderboard to increase employee engagement in community giving and raise $69,000 for charities. The document emphasizes developing strategies that fit credit union goals and leveraging multiple social media platforms, voices, and coordinated launches with community partners.
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Leveraging Your Credit Union's Social Media & Community Programs: Part 1
- 2. Welcome to the Fast-Paced World of Social Media “No longer is it a case of should a credit union be active on social media outlets such as Facebook and Twitter. Now, it has shifted to just how active and on exactly which channels.” - Credit Union Times
- 3. CafeGive Social & Credit Unions We deepen connections between credit unions & their affiliates, members, & communities. Enable you to have a positive impact on causes they love, using the power of social media
- 4. Your Speaker & CafeGive Social Sandra Morris is a marketing strategist, product specialist, nonprofit board member, and a seasoned speaker on topics including corporate social responsibility, leadership, and social media. Prior to founding CafeGive, her roles including CIO for Intel Corporation and Senior Executive and VP of Consumer Images Services for Kodak.
- 5. Leveraging Social Media What’s the best way to use social to build my CU’s brand? On what platforms should we focus? What messages support our goals? How do we turn “fans” into members? How do our community programs fit overall?
- 6. Today • • • How to effectively leverage your credit union’s community programs to help you stand out in the sea of opportunity called social media Identify ways to create long-lasting and meaningful connections with fans, followers, and members Specific ideas to: • • • Attract new members & engage current members around the causes they love Drive & promote community engagement Build brand preference for your CU
- 7. What We Know Community Programs can help your Credit Union STAND OUT my CU Credit Unions are known for community engagement & member focus Social media offers one of the best opportunities to engage members, create deeper connections, & engage in cause marketing Let’s connect!
- 8. By Show of Hands Q How often do you run charitable giving programs? Q How often do you run social media campaigns?
- 9. Leveraging Social Media & Community Programs it’s about… REACH & ROI
- 10. It’s also all about STRATEGY What’s our goal? How do we make it SMART? What tools do we have? What tools do we need? Who are our partners? What’s our message?
- 11. Social Media: GATEWAY TO ENGAGEMENT WITH MEMBERS & CAUSES 62% Global consumers who report using social media to engage with companies around social & environmental issues
- 12. Social Media - Lifeblood of Community Connection • Tangible connection with your CU brand • Highly responsive • Member generation potential • A great member insight tool – Listen to members, learn what’s important
- 13. AWARENESS GAP 2010 Penn Schoen Berland, Burston Marsteller, Landor
- 18. VERITY CREDIT UNION: Roll On Seattle The Strategy Promote new bicycle loan service to members in Pacific NW using social media and promotion.
- 19. VERITY CREDIT UNION: Roll On Seattle Campaign Strategy Tool: CafeGive Social’s Photo Contest App Engagement: Promotion - $250 gift card Social Impact - $5 to BikeWorks per photo submitted.
- 20. Roll-On Seattle The Results 68% increase in Facebook “Likes” 67 photos submitted by Verity fans & members $335 raised for nonprofit partner BikeWorks Seattle
- 21. Roll-On Seattle
- 22. Verity Takeaways Leveraged already strong Facebook presence to build base Connected service/product promotion (Bike Loans) to community giving Promotion component: answered “what’s in it for me?” Verity found a key point of connection with its members: bicycles Cross-promotion: multi-channel, brand advocates Visually compelling
- 23. BANK OF ANN ARBOR: JumpstARTS The Strategy Crowdsource & expand already successful JumpstARTS school giving program to increase member engagement & advertise CSR using social media.
- 24. BANK OF ANN ARBOR: JumpstARTS Campaign Strategy Tool: CafeGive Social’s Voting App Engagement: Incentive: $3,000 to 12 winning K – 12 schools Schools: Advocates for campaign
- 25. JumpstARTS The Results 47,300+ votes from customers, community, schools 170,000 users on Facebook saw the campaign 4,000 new likes grew BAA’s sizeable Facebook fanbase by 10%
- 26. Bank of Ann Arbor Takeaways
- 27. Bank of Ann Arbor Takeaways Leveraged SUBSTANTIAL social know-how to promote campaign Cross channel – campaign across multiple channels Coordinated launch: press releases, connection with schools Cross-promotion Follow-up: post-campaign engagement Connection to CSR
- 28. Prometheus Real Estate: POrCH The Strategy Increase employee awareness of and engagement in CSR, and promote community giving externally by leveraging social media and team competition.
- 29. Prometheus Real Estate: POrCH Campaign Strategy Tool: CafeGive Social’s Donate App with customized Leaderboard Engagement: Region: Each region acted as campaign & brand advocate Leaderboard: show competition, and promote CSR externally.
- 30. POrCH The Results $69,000 raised for 5 charities, against $25,000 goal 5 Regions Actively engaged, 5 charities 10,000+ People engaged in campaign (estimated reach)
- 31. POrCH Takeaways
- 32. POrCH Takeaways Leveraged employee base to act as brand advocates Centered around specific campaign – tailored locally Coordinated launch: press releases, connection with charities Leveraged different platforms and media – video, posts, tweets Follow-up: post-campaign engagement (shared results) Social can be used to promote CSR internally & externally
- 33. It’s all about STRATEGY Campaign Strategy “Anchor” Strategy
- 34. The Lesson Find the best “strategy fit” for your CU’s goals Leverage multiple channels, platforms, voices
- 36. Developing Your Strategy Some questions 1. What’s your current status on social media marketing? 2. Who currently does your overall marketing & social media marketing? 3. Does your CU have a cause in your community or globally that you care about and support? 4. Do you have a specific giving story or a unique program that you want to share with your community? 5. Is there anyone that you would like to engage or make part of your community impact?
- 37. Leveraging Your Social Media Strategy: Part II January 23rd, 2pm EDT • Campaign & “Anchor” Strategies • How to choose the best approach for your CU • CSR & brand loyalty: community programs & data • Examples from Credit Union 1, Adirondack Trust Company Community Fund, & Patelco Credit Union’s highly successful campaigns
- 38. Social Media Strategy Webinar: Social Media 101 Social Media 101 for Credit Unions Date: 2/13/2014 Time: 2pm EDT
- 39. Thank you Want to learn more? Contact: sandra@cafegive.com
Notes de l'éditeur
- A great social media strategy is a “must” of today’s brand interaction, new member, and marketing initiatives. Credit Unions understand the importance and value of social media, and community programs
- Have relationship with NWCUA and NWCUF, and everything that we share with you todayWe’re here to
- Worked with a lot of CUs over the past few yearsHere are qet we get every day from clients and hear from CUsWhat’s the value of a social plan?
- Can edit this down to a few key phrases (more concise)Meaningful relationships
- Community programs, volunteerism, and local connection are what differentiate CusLot of noise out there
- First, let’s get a feel for how often you and your CU run cause campaigns, and how often you use social media to create & run a coordinated campaign.[Read responses as they come in, comment on frequency – if people say frequently, point out that there will be time for Qs and for them to share what’s working well for them, and what’s not at the end]One of the big differences
- It wasn’t so long ago that we didn’t have social mediaWell into a point when, planning reach and ROI – it’s about planning
- All great campaigns start with a great STRATEGYHaving a strong answer to these Q’s will give you a framework to better determine what tools yu have, and how to best leverage your resources –like social and community programs– to achieve your goals.For example, are you trying to attract new members? Promote a service? Differentiate yourself from other CUs and financial institutions through your community programs?Depending on your goal, you’re going to approach community engagement and social media differently
- We can’t talk about engagement strategies without talking about social mediaOne thing we know for sure about social media, and that CUs of all sizes are learning rapidly, is that social is a key to engaging with members, employees, and fans. Add source
- Quick overview of the need for and benefits of social media (why we do it and why CUs need to be a part of it and to have a good strategy).But as we’re going to see, social media is a component of your campaigns, and not just a channel. We’ll focus on 2 different strategies throughout the course of this series that encompass community programs as well as social media. Social media is not only a channel – it’s key part of greater strategy for your overall campaign. And it’s a way to engage new and current members around CSR and community programs
- HOWEVER, there’s an awareness gapA recent study by PR firms Penn, ShoenBerland, BurstonMarsteller and branding firm Landor uncovered a surprising gap between people’s desire to partner with companies….and their awareness of activities the company is already engaged in…..
- Only 11% of these respondents said they’d hear about any company’s CSR activities….and of those…only 13% could recall reading anything about a company’s CSR efforts on their website.
- Perhaps more surprising is that this study also suggests almost 80% of all employees are not aware of their company’s CSR activities
- How do you better leverage social and community programs to bridge these gaps, and create a winning campaign strategy? We’re going to take a look at some successful campaigns that have managed to bridge the awareness gap, leverage social media & community programs, and connect with members effectively around the causes they love
- Fundamentally, there are two approaches that we cover today:The campaign strategy, and the “anchor” strategy.Campaign strategy: Is all about the campaign. Going to give examples of both of these approaches in this webinar. At the high leve, the campaign strategy is all about The Campaign – either tying into a larger marketing effort, or as a standalone campaign. The Anchor strategy, on the other hand, uses community programs and community giving as the focal point, and can have multiple campaigns or initiatives that tie into it. At Verity, the photo contest/giving became the social media element of a larger marketing effort (focused on the bike loan program).For BoAnn Arbor, they enabled an entire set of messages online in a self contained campaign, separate from their direct service offering, but tied into their overall giving.Anchor strategy: There is another approach, which is to recast and launch using community outreach as your strategy. We will focus on this strategy in Part II, and how to choose which approach best fits your CU’s needs.
- Verity Credit Union used CafeGive Social’s Photo Contest App for Facebook to run a Facebook photo contest. Seattle-based Verity wanted to promote its new bicycle loan program, while simultaneously giving back to its community (as a CU, it’s an integral part of their mission).
- Verity expertly leveraged multiple tactics to promote new service: built campaign around new loan program.Leveraged social media presence to push CTA for photo submissionLeveraged partnership with local business and community programs to offer 2 incentives $250 gift card for winner to bike store$5 donated to BikeWorks Seattle for each submissionMade campaign focal point – page superfluous?
- Really high engagement in the campaign and involvement in sharing photos. Verity found something that Pacific Northwesters are passionate about: bicycles (aka their rides). Just quick look at outcomes
- Social engagement – Verity CU engaged not only members but also leveraged Community Partners in spreading the word about Roll On Seattle Campaign. Multiple voices, multiple shares expands reach and adds additional credibility to campaign. Leveraged for profit and nonprofit connections that aligned with service, community, and goal.
- In the Pacific NW, bicycles are an essential part of life. Verity knew that this was a topic near and dear to their members’ hearts. The campaign created a connection by asking members to “show off” their bikes, and also offered a promotion component.At Verity, the photo contest/giving became the social media element of a larger marketing effort.For BoAnn Arbor, they enabled an entire set of messages online in a self contained campaign.Re-arrange
- Not a CU, but a wildly successful example of how a financial institution can engage members and communities to grow online presence, advertise their community engagement & philanthropy, & give back in a meaningful way. BAA is ranked #82 on the Top 100 Banks on Social Media in 2013 by The Financial Brand – knows what it’s doing when it comes to social, and there are great learnings from BAA in terms of how well they coordinated this campaign
- Didn’t tie campaign to specific service, but instead wanted to better showcase its CSR and community programs.Leveraged an existing program (had been running JumpstARTS for a couple of years), but wanted better awareness of BAA’s giving, and to
- BAA created an online, interactive experience for their fans and followers, that attracted and engaged non-members. People who had never engaged with BAA online voted in and shared the contestWhat was amazing about BAA is how they engaged in follow up. Rather than sharing results, they made it part of the campaign experience – went school to school, regularly posting imagesJust quick look at results
- Part of what campaign successful again was upfront coordination, & social powerAll of these are just examples of the ways that BAA involved its entire extended community in sharing its campaign, the cause, and it’s online social brand pages. Didn’t leave off promotion at the end of the campaign – kept it alive and engaging for weeks afterwardsWinning schools post was liked by 263 people, and shared nearly 70 times. Had other people – schools and members– sharing campaign and acting as advocates.
- Leveraged SUBSTANTIAL social know-how to promote campaignCross channel: had #hashtag #VoteJumpstARTS -- Tweeted, posted, updated, & shared campaign continuouslyCoordinated launch: press releases, connection with schoolsCross-promotion: schools acted as brand ambassadors & campaign advocatesFollow-up: posted results, on-going engagementConnection to CSR: linked this campaign to past corporate giving & past campaigns
- Not a financial example, but another organization using an exceptional campaign strategyTie into awareness gap with employees (the 80%)This campaign is great example of successfully leveraging both community programs and social media to engage employees in volunteerism and boost moral (internal motivators and KPIs).
- Goal of reaching $5,000 per region, Prometheus turned employees, and their families and friends, into brand advocates for the campaignCentralized campaign strategy, that used each region as brand advocates. Strategy leveraged social media to make the campaign easily shareable not just internally but externally to raise funds, and also spread awareness of Prometheus’ CSR activitiesLeveraged partnerships in each region to tailor impact. Found local organization that tied into greater theme of helping Americans with disabilities. Each region choose and championed a different organization.
- Quick look at resultsBuilt central campaign around common cause, and tailored it
- On-going campaign success had to do with shares across channels and internal as well as external advocates. Didn’t just leverage Facebook and Twitter, also utilized YouTube effectively (in funny and celebratory way)
- Coming back to our idea of strategies:Campaign strategy:At Verity, the photo contest/giving became the social media element of a larger marketing effort (focused on the bike loan program).For BoAnn Arbor, they enabled an entire set of messages online in a self contained campaign, separate from their direct service offering, but tied into their overall giving.Anchor strategy: While BAA and Verity’s campaigns did connect to their overall brand messages and financial programs, the focus was the campaign itself. Next week we’re going to look at an example from another organization, Adirondack Trust Company Community Fund, as well as Alaska Credit Union One and Patelco Credit Union, to learn how organizations can use an anchor strategy to leverage their community programs, and use social to achieve their goals. We’ll also look at how orgs can weave these messages together, and how to choose which approach best fits your CU’s needs, in Part II
- Main takeaways from these campaigns and about your CUs social and community programs strategy
- Part of the lesson: use what you have: leverage your existing platforms and community partnerships to the fullest extent to find points of connection with members.BAA messaging makes being local cool (their website and social messaging is all geared towards jokes and pop culture knowledge that local people in MI would know & relate to). Verity CU capitalizes on stories from real people –such as Verity Mom– and contests like the photo contest to keep things engaging and reciprocal
- These 5 questions will help you start thinking about your strategy, and how social media and community programs fit into that strategy. Will send follow up email with more in-depth guiding questions to help shape your strategy (“homework” for next week)
- Choosing the right channel for your CU can be challenging – best place to start is to think about where you are, what you have, and focus on the most beneficial to you right now. It’s about finding the right mix, and the right community partners, to propel your cause campaignWe have another webinar coming up in Feb Social Media 101 for CUs that covers this in more detail