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Tip: Have you seen Part I of this series yet? A great social media strategy is a "must" for today's brand interactions, and marketing and new member initiatives. All Credit Unions understand the value of social media, yet very few can cut through the "commotion promotion" and meaningfully connect with new and potential members. This two-part webinar series helps Credit Unions leverage their community programs in order to stand out, and learn how to use social social media to build deeper connections with members and fans around the causes they love.
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Part II
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
CafeGive Social & Credit Unions
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 Social, her roles including CIO for Intel Corporation and Senior Executive and VP of Consumer Images Services for Kodak.
Review Part I
Campaign Strategy “Anchor” Strategy
Review Part ICampaign Strategy
• How to leverage your CUs social media and community programs to stand out and attract members:
• Focus on community outreach as an “anchor” social media strategy
• Choosing the right strategic “fit”
• Specific ideas & examples of:
• Powerful cause campaigns & key takeaways
• Ways to leverage social media for long-term engagement
• Tips for steering your CU’s strategy
Today
Some questions
Developing Your Strategy
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?
Social media
Graphics
Audience
Campaign
Philanthropy
4 Reasons for CUs To Use Cause Marketing
People want more cause marketing efforts 87%
Cause marketing yields a competitive edge54%
1. 2013 CONE Communications/ECHO Study2. The Nielsen Global Survey on Corporate Social Responsibility 2013
4 Reasons for CUs To Use Cause Marketing
Moms & Millennials love cause marketing
Consumers want companies to act locally
86%90%
91%3. 2013 CONE Communications Cause Evolution Study4. 2013 Cone Communications/ Echo Global CSR Study
Assessment Time
__ Your CU has a well-defined social media & online “voice” & presence
__ You can clearly define your social media & community program goals
__ Your team & community are aware of your CSR initiatives
__ You regularly measure the effectiveness of your social media efforts & community programs
PATELCO CREDIT UNION
The StrategyCommunicate Patelco’s powerful community impact in one “living” cohesive story, and exemplify Patelco’s stated “’People, Not Profits’ credit union philosophy extends throughout everything they do.”
Anchor Strategy
Approach: Centralize on-going giving story, & grow community partnership base
Tool:
Social Impact Map
Semi Custom addition for grant process
PATELCO CREDIT UNION
PATELCO CREDIT UNION
PATELCO CREDIT UNION
The Results
59 eventscause events since launching SIM
7044 donorscontributing to Patelco’s giving
53 orgsserved by Patelco’s efforts
PATELCO CREDIT UNION
Patelco Takeaways
Build SUBSTANTIAL social know-how for campaigns
Strong brand, themed graphics
Consistent messaging: “Patelco gives back”
Member response growing
On-going commitment from team
Fresh involvement: new campaigns keep engagement up
Seeks opportunities to forge new partnerships
PROMETHEUS REAL ESTATEPOrCH
The StrategyTie all community impact campaigns back to Prometheus Real Estate and POrCH brand, tell cohesive community giving story and unite branches
POrCH
Anchor Strategy
Tool: Social Impact Map
Donate App - Leaderboard
Approach: Multiple campaigns, causes, communicated through central “hub”
POrCH
POrCH
http://youtu.be/Kc-UrCadbzs
POrCH Takeaways
Unified multiple causes & initiatives through umbrella brand
Made giving part of Prometheus’s identity
Leveraged social media and community programs to utilize Facebook as “anchor” for good works
Multiple staff involved in updating & providing giving stories
Visually compelling posts and campaigns
Follow-up: multi-media in form of video to tie homepage and CSR back to social media and online conversation
ADIRONDACK TRUST COMPANY COMMUNITY FUND
ATCCF
Prior to Autumn of Giving Campaign, low social media engagement
ATCCFAutumn of Giving
Anchor StrategyApproach: Used Facebook as central ‘anchor’ for multiple, coordinated campaigns
Tools:
Vote App
Donate App
Social Impact Map
In person Autumn of Giving celebration
Cause marketing partner, CafeGive Social
Autumn of Giving
The Results
700% increasein Facebook “Likes”
$78,000raised for future charitable giving
279 votesfor top nonprofit and cause
Autumn of Giving
http://youtu.be/gEZFto4efSU
Autumn of Giving Takeaways
Created strong, central umbrella giving campaign
Well-coordinated moving “parts”
Multi-media: video, social media, content, graphics
Multi-channel: in-branch Point-Of-Sale pin-ups, social, website
Engaged community multiple times to crowdsource giving
Post-campaign follow-up
Which Strategy?
• One-time
• Focus on cause/service
• More “aggressive” marketing
• Requires high engagement
• Tangible goal
• On-Going
• Brand/umbrella campaign
• High coordination
• Long-term commitment
Where to begin?
the causes that matter most to your members, team, and community.
What causes do you already support?
What partners do you have or want?
Identify
Create
a clear strategy and goal, with a relevant time frame.
Develop concise, authentic, relatable messaging.
Decide how you will measure success
Publicizeyour efforts. It’s not just nice to toot your own horn; it’s essential when it is part of your brand and value proposition
Build Word-Of-Mouthinto your cause marketing strategy.
Leverage social media as well as customer reviews, referral programs and incentives.
Get constant feedback – do your members like what your doing?
Engage
your employees and members in the cause
“Help them feel good about themselves,
and give them a story to tell their
friends.”
- Felicity Guerin, Credit Unions for Kids
Evaluate
your impact, engagement METRICS
It’s all about metrics.
Choose which metrics you want to measure
Review, analyze, & share results
Learn & implement for next campaign
The Lesson
Find the best “strategy fit” for your CU’s goals
Find causes that “speak” to your members
Leverage multiple channels, voices, partners, media
Engage members & fans across channels
Re-evaluate frequently
Social Media Strategy
Social Media 101
Webinar:
Social Media 101 for Credit Unions
Date: 2/13/2014
Time: 2pm EDT
Questions?
?
