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!

Facebook

Carolina Collegiate uses Facebook to attract college students with MyMoney app

Twitter

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

760/845-8146dmlcomm@gmail.com

www.dmlcommunications.com

www.twitter.com/dmlcommhttp://dmlcomm.blogspot.com

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