Georgia Credit Union Affiliates Marketplace Opps
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Transcript of Georgia Credit Union Affiliates Marketplace Opps
Taking Advantage of Marketplace Opportunities
Mike Lawson
DML Communications
Leverage Opportunities
• Media: press releases/articles• Member newsletters (HTML or PDF)• Credit Union website• Social media• Email• Video/Audio• Advertising
Media Opportunities
• Press releases• Articles• Editorial relationships
Press releases
Not just for press conferences anymore
Press releases
• Work with appropriate media for placements– Leadership (positions)– Credibility (builds)
• Create story ideas for feature articles• Create testimonials• Create newsletter content• Create website content (press section)• Create content for social media channels
Articles
Get your name in the paper consistently
Articles
• Again, work with the media for placements– Positions you as leader, an educator– Enhances your credibility as a financial resource
• Member case studies (educate)• “How to” or advice articles… (educate)• Features (prominence)• Profiles (prominence)• Q&A (educate)• Opinion/Editorial (educate)
Editor relationships
Build and leverage this relationship
Editor relationships
• Establishes trust– Reliable and credible source
• Enhances editorial placement opportunities• Recurring opportunities
– Columns– Op/Ed pieces
• Opens door to other editorial opportunities
Member Newsletters
Create an informed community
Member Newsletters
• Create a community with your members• Again, become an educator (a resource)• Opens conversation with members• Enhances brand
– Adhere to consistent release dates
• Rewrite press releases and articles for content• Leverage online technology for distribution
– HTML (email)– PDF (post to website to download)
• To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, Facebook, graphics, etc.
Websites
• Leverage online marketing opportunity
Websites
• Leverage online marketing opportunity• Push message out to members, pull ‘em back!• Keep it fresh!
– Post member/staff testimonial videos weekly or monthly– Post member/staff testimonial podcasts weekly or monthly– Post news and educational articles weekly– Post educational and member service blogs daily or weekly– Tweet or Facebook about events, product benefits, milestones, etc.
and link to website (use www.tinyurl.com)
• Updating site and blogging frequently enhances search engine performance
Social Media Opportunities
New opportunity to create and build relationships with your members
Social Media Opportunities
• What is social media? (Not just blogs.)– Twitter (grown 2,000% in 1 year - 1 mil to 21 mil)– Facebook (#1 social network site - 300 mil June)– My Space (Gen Y audience)– YouTube (post videos and embed to website)
• Two-way communication with members — immediate!• Another opportunity to create a conversation with your
members• Most of it is free!
Carolina Collegiate uses Facebook to attract college students with MyMoney app
Vantage uses Twitter for members to manage their accounts: tweetMyMoney
Social Media Tools
Email Opportunities
It’s so easy
Email Opportunities
• Think about how many emails you send daily• How many of those are forwarded• It’s free!• Use for marketing message distribution
– Link in signature– Announcements/promos– HTML newsletters
Email Strategies
1. Be relevant2. Show me you know me3. Don’t be HTML-centric — use text to provide option4. No attachments5. Go mobile if membership is6. DON’T SCREAM!!!7. Shorter is better (for subject lines)8. Get permission! (opt in)9. Segmentation sells (segment your audience and message)
Online Audio/Video
Another opportunity and dimension to your marketing that’s hot and cost effective to use
Online Audio/Video
• Adds another dimension to website• Creates added interest
– Members return for more
• Keep recordings short (2-minute rule)• Be consistent about posting new pieces• Be authentic and educational (no sales pieces!)
• Production steps for Audio/Video pieces
Online Audio/Video
Video MemberTestimonial
Advertising Opportunities
If it’s working, don’t quit, just be smart!
Advertising Opportunities
If it’s working — Don’t quit, be smart!
• SEG publication• SEG website• Community newspapers• Sponsor charity events (give back!)• T-shirt
• Leverage an education message in ad• Use anecdotes• Again, remove any “salesy” talk
Putting opportunities together
• Find out where your members are• Use a multi-pronged approach to hit your targets
– Not every member will see your message in one channel, so leverage each one with the same message
– Retain the same message in each channel, but tailor it according to the channel
– Cross-market your channels• Encourages audience to discover and see same message in different channels• Enhances usage and/or visibility of other channels• Ultimately enhances opportunity for increased product or service adoption from
members
Get members to become your ambassadors!
Marketplace Campaign
• Announce new service or product:– Press release to local press– Educational article placed in local publication (post on website)– Blog about it and encourage feedback from members– Tweet or Facebook about it (include link)– Produce audio or video member usage testimonials– Post on website– Place in credit union newsletter (email)– Ad in SEG publication, statement, community newspaper, etc.
Don’t forget to cross-market message in each channel!
Tracking Results
• Website• Social Media sites
– Google Alerts, Digg, del.icio.us, Technorati, Jodange, etc.
• Media placements• Email responses (clicked on links)• Inbound calls (“Where did you hear about this
product?”)• Branch visits
Questions?
Mike LawsonDML Communications
www.dmlcommunications.com
www.twitter.com/dmlcommhttp://dmlcomm.blogspot.com
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