The document discusses strategies for credit unions to effectively use social media. It finds that many credit unions struggle with social media due to a lack of clear objectives and metrics. Effective social media use involves segmenting audiences, integrating across platforms, and leveraging each platform's unique capabilities. Planning requires outlining objectives, strategies, and metrics upfront. Content should be king, and social media can be used to deepen relationships and drive word-of-mouth. Measurement is key to gaining insights on what works best.

1. The CU Marketing Compendium: Social Media
Patrick Rooney, QUEsocial

2. Let’s start with…

5. Remember this?

6. Engrossing interactive game
Brand partnerships
Different social platforms

7.  Support humorous
videos with audience
interaction
 18-month old
company with 200,000
customers

8. It doesn’t have to be hard
(or expensive)!
 Take baby steps
 Experiment to see what fits
 Ask for help
 Follow examples
 Open your mind

9. Why do many
credit unions
struggle with
social media?

10. Will social media go away?
Um, NO!

11. Imagine if you could activate your customers
to recommend you…
I love my credit
union! They are
helpful, responsive
and fair. I’ll never
go back to a big
bank.
I love my credit
union! They are
helpful, responsive
and fair. I’ll never
go back to a big
bank.

12. What does the
research show?

13. Social presence without a strategy
Learning: What’s happening?
There isn’t a clear
objective
communicated except
‘do some social media’
“We do social, but only
when we have time”

14. Goal is to engage, but actions
are to broadcast
Learning: What’s happening?

15. Expectation is to reach younger
members, but…
‘20 somethings’ are not the
most prevalent existing
member demo
Expected Target Demographic
% by segment
More engagement activity
coming from older crowds
Default Result: social
strategy misses the mark
of reaching younger
audiences by broadcasting
to existing members
Learning: What’s happening?

16. Disconnect between Usage
and Effectiveness
Utilization of different Social Media Effectiveness of Social to Engage
% of Credit Unions with a social media presence Engagement per Activity Of those with an active
twitter account, just
over half posted >1
tweet/month
Learning: What’s happening?

17. Inconsistent success metrics
Learning: How do we measure?
•Respondents “feel” successful or
complain about their lack of
focus/resources
•Majority do not measure success
•Only a few measure:
− Growth in networks
− Engagement
− Commitment

18. Marketing is King
• Social strategy of all survey responses was in marketing
• However, very few have explicit social media strategies
tied to marketing strategy
• Lack of use in HR and Customer service (MGC)
Learning: who owns social?

19. Segmentation parameters
1. ADOPTION
•How do credit unions
adopt various social media
platforms?
• Lack uniformity
• Initial forays can be
enthusiastic and
halting or
experimental
2. USE
•How do credit unions
use social media past the
initial adoption stage?
• Lack uniformity
• Categorically similar
Learning: How we segment

20. Adoption categories
Prospectors –
37%
Flirts – 53%
Do it Right –
10%
Learning: how do cu’s use social?

21. • Create multiple and inconsistent
social media presences
• Many unrelated to core objectives
• Difficult/impossible to understand
credit union unique brand
26%
Learning: how do cu’s use social?
Use categories – Sybil

22. • Enduring presence on one
platform
• Faithful and exclusive
• Message hits audience only when
they are engaged on that platform
Learning: how do cu’s use social?
Use categories – Monogamist
40%

23. • Create multiple but integrated
presence across platforms
• Post similar information across
platforms
• Don’t take advantage of value-
added elements of unique
platforms
Learning: how do cu’s use social?
Use categories – Integrators
27%

24. • Utilize multiple tools
• Integrated presence
• Leverage unique capabilities of
each platform
Learning: how do cu’s use social?
Use categories – MacGyver
7%

25. • Post descriptions of a financial
education event on Facebook
• Comment about the usefulness of the
event on a blog
• Post videos of a prior similar event on
their YouTube channel
• Use twitter to remind constituents of
the time and place as the event
approaches
Learning: how do cu’s use social?
MacGyver – Event Example

26. Why Social Media?
• Deeper relationships
• Word of mouth
• Extend reach
• Credibility
• Drive SEO
• Amplify other marketing activities
• Survival

29.  Incorporated consumer
feedback into ad
campaign
 Tapped into the power
of recommendation
 Leverage Facebook,
Twitter, Pinterest,
YouTube and Yelp
• 16k Likes
• 3k+ followers
• 49k video views
“The ‘Share‘ campaign is the BECU
brand as voiced by our members.”

30. Wh
at
if
?
W
h
y
n
o
t
Let’s
go.

31. Putting social in context
Professional Networking Backyard BBQ
Cocktail PartySelf Expression

32. More conversations, please.

33. Planning for Success
 Treat social as any other business channel

34.  Treat social as any other business channel
 Outline a clear objective, strategy and
metrics
Planning for Success

35.  Treat social as any other business channel
 Outline a clear objective, strategy and
metrics
 Get your story straight
Planning for Success

36.  Treat social as any other business channel
 Outline a clear objective, strategy and
metrics
 Get your story straight
 Understand the landscape
Planning for Success

37.  Treat social as any other business channel
 Outline a clear objective, strategy and
metrics
 Get your story straight
 Understand the landscape
 Be creative within the context of your
audience
Planning for Success

38.  Treat social as any other business channel
 Outline a clear objective, strategy and
metrics
 Get your story straight
 Understand the landscape
 Be creative within the context of your
audience
 Content is king
Planning for Success

39. Use common sense!

40. • Define specific
outcomes and metrics
• Leverage as business
intelligence engine
• Create as many direct
links between social
activities and results
Measure and gain insights

41. Final Thoughts…

42. Contact Information:
Patrick Rooney
patrick.rooney@quesocial.com
@patrick1rooney