CUNA Mutual Group Proprietary Reproduction, Adaptation or Distribution Prohibited © CUNA Mutual Group Stop Missing the Mark w/ Social Media How to create an effective social media presence…

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 contacts (Salesforce) and spit out SM profiles. –First 100 are free. – Qwerly – more complicated; pop in a name & location & get detailed SM profiles. –Paid tool –

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. 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

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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!!!

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30 Bottom Line Protect your brand.

Social Media Strategy 77% indicate their credit unions are developing / enhancing their social media strategy for 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.

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 – Twitter +CUNA Mutual Group – Google+ CUNAMutualGroup – YouTube P.S. Personal stuff, search “Grabbingtoast”