Stop Missing the Mark w/ Social Media

1. How to create an effective social media presence… Stop Missing the Mark w/ Social Media

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?

3. What happened? • Power to evolve • Separate themselves • Shortened videos • Anyone can do this!

4. The Results… • Pronunciation Book • 19,879 subscribers • 23,012,436 views • Pronunciation Manual • 127,102 subscribers • 60,592,917 views • Crazy, I know…

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?

6. Social Media Dress Code • Twitter – casual • Google+ – casual w/ occasional dress-up days • Pinterest – mostly casual • Facebook – business casual • LinkedIn – all business

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.

8. Good SM Marketing • Veridian Credit Union • Facebook: Ask questions; share photos; peak inside life at the credit union.

9. Good SM Marketing • Veridian Credit Union • Twitter: share news from Veridian; more photos; two real people run the account.

10. The key? Personality!

11. Who’s Your Audience? • Audience • Credit Union Customers • CU Executives • CU Trade Media • Philanthropic Organizations • Connecting • News links • Photos • Videos

12. Audience-Finding Tools • FlipTop – upload email contacts (Salesforce) and spit out SM profiles. • First 100 are free. • http://www.fliptop.com/ • Qwerly – more complicated; pop in a name & location & get detailed SM profiles. • Paid tool • http://qwerly.com/home

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!!!

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.

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.

16. Twitter Test • Take a picture of anything. • Upload it to Twitter. • Hashtag it: #LSCU

17. Google+ Don’t Ignore This

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

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.

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!

21. LinkedIn • Fill out profile. • Make a solid headline. • Nice summary. • Add updates. • Join/participate in groups. • (up to 50)

22. LinkedIn Groups • Search “Groups.” • Get involved. • Post own discussion. • Do not: • Use as marketing • Promote products

23. Heartland CU’s Leap of Faith

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)

26. Vine – Latest (very popular) SM Addition

27. Social Media Seasoning • iPhone & Android Smartphones • 6 second video • Upload Instantly • Twitter & Facebook

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!!!

30. Bottom Line • Protect your brand.

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.

32. 2013 Social Media Investments

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)

34. Exit Strategy • Lock it down. • Post reason-ish for the lack of activity. • Press “Delete.” • This is a last resort!

35. Be Smart • Answer these questions: • Why social media? • Who’s your audience? • What social media platform? • What’s your exit strategy?

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”