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WWW.EMPOWER-STRATEGIES.COMEMPOWER STRATEGIC SOLUTIONS
Strategic Marketing 2.0Integrating Content, Engagement and Social Media
Strategies into Your Marketing Plan
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Driving you to embrace change, think big, and build value.
HILARY A. REEDFOUNDER/CHIEF STRATEGY OFFICER
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Definition of Marketing Strategy
Leveraging marketing concepts and research to better influence the outcomes of your marketing efforts while
allocating resources to exploit your competitive advantages (as determined by your credit union’s strategic plan).
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1. EXECUTIVE SUMMARY
2. SITUATION ANALYSIS
3. TARGET MARKET
5. MARKETING GOALS & OBJECTIVES
6. MEDIA PLAN & DELIVERY CHANNELS
4. CONSUMER SEGMENT ANALYSIS
7. METRICS & TRACKING
STRATEGIC MARKETING PLAN
7. APPENDIX #1: SOCIAL MEDIA STRATEGY
7. APPENDIX #2: CONTENT MARKETING STRATEGY
7. APPENDIX #3: MEMBER ENGAGEMENT STRATEGY
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Definition of an IntegratedMarketing Strategy
Creating a unified, multi-level marketing plan that clearly aligns with organizational objectives and details how each
marketing effort will help achieve these goals.
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Be sure that your budget includes provisions for
subsequent plan integration.
BudgetDetermine the level of
necessity of subsequent plans to be integrated into Marketing Strategy.
NecessityObtain approval of your Strategic Marketing Plan
from all necessary parties.
Plan Approval
BEFORE INTEGRATION
A common reason a marketing strategy fails is due to lack of buy-in
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Social Media Strategy
Content Marketing Strategy
Brand Strategy
Member Engagement Strategy
WHAT TO INTEGRATE
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Craft your Social Media Plan in 5 Steps:
How can a social media strategy help your creditunion achieve strategic goals?
Put together a comprehensive plan that detailshow and why social media should be animportant piece of the over all strategicmarketing puzzle.
S.M.A.R.T.GOALS
SOCIAL MEDIASTRATEGY
SOCIALMEDIAAUDIT
CONTENTPLAN
MEASURE REFINE
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Establish
S.M.A.R.T. Goals
Goal #1:
Goal #2:
Goal #3:
S.M.A.R.T. GOALS
Goal #4:
Goal #5:
Goal #6:
● Make your goals specific, measurable, attainable, relevant and time-bound ● Avoid goals that focus on vanity metrics such as
Followers.● Align social media goals with organizational and
marketing goals (i.e. sales, lending, membership, etc.)
PROTIPS
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• Increase organic loans
by 7%
• Generate $56,000,000 in
used auto loans
• Increase credit card
balances by $25,000,000
• Achieve products per
household ratio of 2.59
• Increase number of click-throughs to
website by 25%
• Produce and post 1 valuable article or
video per week
• Achieve a minimum reach of 500 per
article or video
• Increase social engagement by 50%
CU STRATEGIC GOALSTRATEGIC MARKETING GOAL SOCIAL MEDIA GOAL
CREATE A CLEAR, LOGICAL PATH
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GOAL INTEGRATION
Marketing Goals
Sales
Word of Mouth
Thought Leadership
Leads
Brand Awareness
Social Goals
Conversion
Shares, Likes, Retweets
Consumption
Actions
Reach
CU Goals
Loan Growth
Membership Growth
Asset Growth
ROA
Efficiency
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Social Media Sites
URL Followers Last Activity Date Action
SOCIAL MEDIA AUDIT Simple Evaluation
Take an inventory of all social media profiles representing your credit union
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Take an inventory of all social media profilesrepresenting your credit union
Search and note all official and unofficial pages representingyour credit union including fan pages, rogue employeeaccounts, and poser accounts
SOCIAL MEDIA AUDIT In Depth Evaluation
Evaluate the needs for each social media profile and create a mission statement for each.
Make sure all your accounts are on brand. Proper profile photo, cover photo, icons, bios, descriptions.
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# of Respondents
Average Age
% Male
% Female % on
Facebook% on
Twitter % on LinkedIn % on Other
SOCIAL MEDIA AUDITSurvey Your Members
Distribute member surveys in-branch, via email, within online banking, and on social media
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SOCIAL MEDIA AUDITCompetitive Analysis
Compare your competitors’ social footprint and content against your own.
Look at what type of content they are creating, how often they are sharing it, and what influencers they are interacting with
Competitor Social Profiles Strengths Weaknesses Content That Resonates
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We will consider consolidating the following accounts to simplify our social presence:
Make recommendations to improve your creditunion’s social media presence.
SOCIAL MEDIA AUDITPost-Audit Observations
The gaps in our social presence based on member survey and competitor analysis are:
Key takeaways learned from competition that we can apply to our credit union are:
Recommendations Observations
Accounts to Consolidate
Social Media Gaps
CompetitiveTakeaways
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Craft your Content Strategy in 4 steps:
How can a content strategy help your credit unionachieve strategic goals?
A content strategy will help facilitateconversations across all channels, giving membersthe confidence to take the next step in thepurchase funnel.
CONTENTMIX
CONTENTSTRATEGY-DIGITAL- POST
FREQUENCYEDITORIALCALENDAR
CONTENTREPOSITORY
MEMBERPERSONAS
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Content
Mix
Use the social media content rule of thirds:The social media content rule of thirds states that your contentshould be broken down into three equal categories, “Promote,Engage, and Share.”
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Post
Frequency
How many times per day/week/month?
3-5x per day 1-3x per day
Daily Social Frequency
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Post
Frequency
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Editorial
Calendar
Why use a content editorial calendar?Allows you to organize ideas, see a month inadvance, and adjust your content strategy on the go.
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Content
Repository
• Save time
• Stay relevant
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Content
Repository
Social Media Channel
Top Performing Content
Lowest Performing Content
Action Required
Measure Your Content’s Success
• Align your content with your marketing objectives
• Use tools like Facebook Insights & Google Analytics (who, when, and how
many people are viewing and interacting) to determine success of content
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MEMBERPERSONAS
Represents actual members and consumersBased on both independent and market research, insights from youractual member database (surveys, focus groups, MCIF) combined withindustry trends.
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FULL-TIME STUDENT
GEN Y STUDENT
NURSE
GEN X MOM
RETIRED ARCHITECT
RETIRED BOOMER
OFFICE MANAGER
YOUNG WORKING MOTHER
COFFEE SHOP OWNER
MILLENNIALENTREPRENEUR
FINANCIALGood at saving, dabbles in stocks, rate shopper,
pays bills on time.
LIFESTYLEReads newspaper,
boating, travel overseas, married with adult
chidren.
FINANCIALDaycare bills, auto loan, significant savings, joint
checking w/ husband
LIFESTYLEMarried, young children, enjoys cooking, home
decorating.
FINANCIALPaying college tuition, ready to retire, avoids
credit card debt.
LIFESTYLEFacebook user, watches
CNN, reads novels, exercises regularly,
divorced.
FINANCIALBusiness loan, student
loans, no mortgage, paycheck to paycheck
LIFESTYLEIG user, saving for a
house, self employed,avid hiker
FINANCIALPart-time job, lives with
parents, pays car insurance
LIFESTYLEHigh school basketball, weekends with friends,
GPA 3.0
CONSUMER PERSONAS
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TOOLS
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INTEGRATION TOOLS
HubspotExcel
BuzzSumo
CONTENT CALENDAR
CoScheduleHubspotFeedly
OktopostSlideShare
CONTENT REPOSITORY
Social Oomph | Automates Evergreen ContentIFTTT | Automate Triggered Events
PostPlanner | FB Page ManagementBuffer | Post Scheduler
Hootsuite | Social Media ManagerZapier | Individual Automated Tasks
AUTOMATION TOOLS
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Social CloutCyfeSwix
Authority LabsGoogle Alerts
Google Analytics
METRICS & MONITORING
FreedcampInsightly
ZohoBasecamp
Microsoft ProjectTodoist
Mavenlink
PROJECT MANAGEMENT
GoogleNielsonMCIF
CensusHubspot
HootsuiteCoSchedule
RESEARCH
INTEGRATION TOOLS
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35% 10% 15% 40%
Social Media Content Engagement Experience
Advertising, content creation, software
Content creation and curation, printing of content
Sales tools, training, software, incentives
Surveys, efficiencies, hardware
BUDGETINGDetermine budget allocation integrated strategies
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QUESTIONS?
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(267) 981-6669
hilary@empower-strategies.com
Hilary_Reed
www.empower-strategies.com
HILARY A. REEDFounder & Chief Strategy Officer
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