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Online Strategies for Better MemberEngagementPresented by Brandy L. Butler

1Mission StatementThe mission of Fulton Teachers Credit Union is to provide quality financial services and products that are beneficial to the members, while maintaining safe and sound financial practices. 2PurposeThe purpose of this presentation is to present the necessity and value of a new online media strategy for Fulton Teachers Credit Union.

What current state of the digital world?How does this affect us?How can we participate in the conversation?What are the benefits of an online strategy?What do we hope to achieve?How will we measure success?BudgetTimeline

3State of the Digital WorldA friend sent me a PDF of an article from a business journal in which a company expressed reservations about this new technology over which everyone seemed to be abuzz. They decided that they would restrict employees use of it, because of the fear of corporate secrets getting out, of insider information making its way to Wall Street, and of employees wasting their time on it. For that reason, they set up the hardware on a single station in the middle of everyones desks so that everyone could see how people were using it.Ken Burbary

Care to guess what this article was referring to?

That PDF was an article from a 1930s business journal and the technology was the telephone.The point is that technology has been evolving and intimidating for decades. Eventually, you learn about it, decide how it can positively affect your business and you adopt it like any other tool. 4State of the Digital World

Social Media Revolution 2012. Digital media is reinventing marketing, communications and the dissemination of information. The importance of this revolution is not just the tools that it provides, but what we can do with those tools. We now have a more direct and meaningful way to create connections between people who represent our organization and the people who define our market of interest. 5How does this affect us?*Source: Daily Infographic650,000 Americans switched to credit unions in 2011*FTCU had < 2% net growth in membership YOY

Looking at our numbers, we only experienced less than 2% net growth in membership, but with increasing dissatisfaction with banks and the success of Bank Transfer Day, more than 650,000 Americans switched to credit unions in 2011. Why didnt we experience the benefits of this boom in credit union awareness and adoption? Lets take a look at the facts.True, we may have a SEG, but also do not have a digital media strategy. We have to do where the members are. And the member are online. 6How does this affect us?

More engaging and profitable communication strategy to reach our audienceLooking at our numbers, we only experienced 2% net growth in membership, but with increasing dissatisfaction with banks and the success of Bank Transfer Day, more than 650,000 Americans switched to credit unions in 2011. Why didnt we experience the benefits of this boom in credit union awareness and adoption? True, we may have a SEG, but also do not have a digital media strategy. We have to do where the members are. And the member are online. 7How does this affect us?

Credit unions are for old people?!?!Social media is just for kids, right?Myth busting homework assignmentBrief overview of each platform and a few statistics that might shock you. Digital media has transformed how EVERYONE interacts with family, friends, brands and organizationsVideo on how young people view credit unionsTaking these phenomenon together can lead to great success for FTCU if we thoughtfully and carefully plan our strategy. Bottom line: both of these demographics exist within out SEG. Both are tired of their banks and want better service and banking options. And we can give them what they want. They just dont know it. 8How does this affect us?Graphic courtesy of Transmutation Sciences

Based on the age distribution and our target market, a strategic social media campaign will reach our target demographic and produce noticeable results. The more instances and way we can create to interact and engage our public, the more likely they are to do business with us. Fastest growing demographic on Facebook is the 35-54 age group58% of people interact with brands on Facebook for information about promotions and discounts

9How can we participate in the conversation?This is how our existing members communicate with family, friends, and brands.

Its time we join in!10How can we participate in the conversation?

FREE tool to show you how people interact with your site

The key to participating in this is to create and maintain an engaging, informative website that quickly satisfies the needs of members and provides us with useful information. From there we can create social media avenues that will feed back into the site (Facebook, Twitter, LinkedIn, Blog) so it may serve as the hub for FTCU information and member interaction. 11What are the benefits of an online strategy ?Community/Relationship BuildingProduct/Service Research and DevelopmentCustomer ServiceMarketing/PromotionTransparency/OpennessEasier to track ROI

12What do we hope to achieve?Embody our mission statement and the credit union mottoPeople Helping People

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How will we measure success?Increase checking accounts by 20% year-over-yearDecrease average age of credit union member by 2 years by Q3 2013Increase number of loans by 15% year-over-yearIncrease time spent per visitor on the site to two minutes by end of 2012Increase number of pages viewed by visitor to three by end of 2012Increase fee income per member by 3% by Q3 2013Decrease customer service call-in rate by 10% by Q3 2013

14BudgetOther tools such as Google Analytics, and certain plug-ins for the blog are free Total cost : $ 4,01415

TimelineMember Appreciation Day 2012

Time this to lead up to Member Appreciation Day. In-branch signing, BBQ, and contesting16

Thank you!!Brandy Butlerbutlerlbrandy@gmail.com704.996.4315@brandywyne747Time this to lead up to Member Appreciation Day. In-branch signing, BBQ, and contesting17