The Emotional Impact of Video

Laugh or cry, shock or pride, nothing beats video for 

emotional impact. 

A good video captures a singular moment, a “storyful” moment, that begs to be shared. Video can be experimental, immersive and flavorful.

But is it really right for credit unions? Video is more accessible than ever. The average Joe can record more, do it more frequently, and get more use of existing videos all without breaking the budget. When you host videos on your website – or on a hosting site like YouTube and Vimeo – you effectively have your own video channel to tell your credit union’s story! It doesn’t end there either. When you have video assets, you can run them on a loop in your branches. When you combine that with a well-trained staff and useful collaterals, you have a complete campaign right there! You can even get super-localized with your videos, playing certain ones in certain branches based on your demographic research in that area. Heck, you can even play videos on ATMs.

Even with all these options, the question remains: Is video right for credit unions? Spoiler alert: Yup. You just have to find your storyful moment. It’s a story, scene or scenario that captures attention and embodies what it
means to be a part of your credit union.

4 Tips For Using LinkedIn Groups to Help Grow Your SEG Base

Now that you know WHY you should join a LinkedIn group, what do you do? How do you participate and when should you participate? This isn’t always common sense. Social Media etiquette is constantly changing and evolving but there are a few things that probably won’t ever change:

CONTRIBUTE
Once you join a group, try and contribute. You might not want to jump in immediately – go through the past discussions; see what the group’s personality is and what are the most popular subjects (and the most unpopular) and go from there. If you have some advice to give or a story to share, go for it! Once you feel like you know the group’s personality, start a discussion about the most recent pain point at your credit union. Don’t be scared to ask for advice and don’t be afraid to give it either! You may not have something to share right way but if there is a question posted that you know the answer to, just go ahead and contribute! Help a fellow credit union professional or community member out!

DON'T BE TOO NEGATIVE
When you give advice, or comment on a post, try to do it in a way that doesn’t embarrass the one who posted or the others who have commented. You don’t want to be known as someone who is there to just make trouble. You want to make friends and make connections to grow your network and SEG base.

COMMENT
You will find that people in groups are incredibly willing to help- especially credit union groups with other credit union professionals and credit union consultants, etc.. there is a lot of free advice sharing in groups. Don’t just “receive” though.. give a little as well! Make sure you contribute to other’s questions to the best of your ability!

CONNECT
If someone helps you, you should invite them to connect to your network on LinkedIn. You never know who they know! If they were willing to help you once, they are probably willing to do it again. You want as many of those people in your network as possible!

Social media is all about being social, right? Groups are a great avenue to network, be social and connect with others in the credit union space and in your community.

Why Credit Unions Should Use LinkedIn Groups

So you have your very own LinkedIn profile and you are connecting to people! Bravo! What now? How can you further utilize this free tool to connect to businesses and professionals?

LinkedIn groups are a great way to connect to your community and other credit unions. Why should you be active in a group? (hopefully you would be in more than just one!) Several reasons:

• Staying active this way online gives you a chance to live out your cooperative principle of “cooperating cooperatives.” When you join a group (especially a group such as “credit union professionals” or “credit union hub” on LinkedIn), you have the opportunity to start and share in discussions with you credit union colleagues and with the community. (it all depends on what group you are in!)

• You never know what you can gain. Groups give you the ability to give and to receive. I recommend you do both.  Not only is there a possibility of gaining knowledge from other credit union professionals but you have the chance to give something back to when you add to the discussion.

• Stay informed. Keep up to date with what is going on in the credit union space. Do you have the opportunity to do this through CUNA newsletters and Credit Union Times? Sure! But the thing about social media is you get your information immediately. You don’t have to wait for next month’s (or next week’s) issue to come out to find the latest.

• Catch trends as they are happening, not after. If social media does anything, it is catching trends before they are happening and as they are happening. When you are participating actively in a group for your community, you can see where the pain points are and where your credit union can step in and help. You can help your credit union stay connected to community concerns and know which products and services to advertise.

So go ahead, search out some credit union groups and some community groups. Get active, get involved and connect!

You're Linked, I'm Linked, We're All LinkedIn

Now that you are aware that you, as a credit union marketer and business developer should have a LinkedIn account, what’s next? How does a credit union marketer use LinkedIn to help their credit union?

A NATURAL CONNECTION
As I mentioned earlier, credit unions attract some great people- credit union professionals are usually friendly, sociable and smart. That being said, you tend to make friends pretty easily. In his book “How to really use LinkedIn” Jan Vanmeiran lays out the technical aspects of how you can use LinkedIn to connect with others you have met and some that you haven’t.
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THE ART OF LINKING-IN
According to Jan, it is all about the 2nd connection network. Your first connections are the people that you already know; those that are already “linked” to you. If you have been on LinkedIn, you’ll notice that LinkedIn will often “suggest people you might know.” These people are 2nd or 3rd connections that are linked to your first connections.

FIRST STEPS
So, back to how a credit union marketer or business development officer like yourself can use LinkedIn to increase your SEG base and community charters. You want to approach company X to garner their interest in linking to your credit union but you just can’t get past the gatekeeper (we hear about this from credit unions of all sizes quite often). Credit Union marketers should be using LinkedIn to connect to the people they need to talk to through the people they already know in their network.

SEARCHING ON LINKEDIN
There is a search option on LinkedIn as well as an advanced search option. Click on the advanced search option and type in the company as well as the department or title of the person you are looking to talk to and their location information. Make sure you indicate you want CURRENT employees.

START THE CONVERSATION
The search will pull up everyone in that company that is on LinkedIn and related to that company and the position/title you listed. From there, you can see whether or not this person is a 2nd or 3rd connection. What you are looking for is a 2nd connection; LinkedIn will show you who you know that knows the person you are trying to get in touch with. Now, depending on how well you might know that person, all you have to do is give them a call (I would suggest calling them if you know them well) or shooting them an e-mail and ask them to make an introduction; either through LinkedIn, e-mail or even in person.

WINDOW WITH A VIEW
Jan drives home the point that “you never know who your network knows” and LinkedIn is the window that gives you a view into your network’s network. Use it. Give your credit union colleagues a chance to live out one of their seven principles: Cooperation among cooperatives.

Grow Your SEG Base With LinkedIn

I’ve never come across a credit union marketing or business development professional that I didn’t like at some level.

Why?

Credit Union people are just friendly. They care about their members and their community. If they didn’t, they wouldn’t be working at a credit union, they’d be at a bank. (while that was meant as a joke, we all know it is true to some level)

YOU AREN'T THE ONLY ONE
Third Degree hears from many credit union marketers and business development officers asking for help with increasing their community charter opportunities and SEG base. We don’t have to tell you why this is so important for credit unions. Your charter is your current and potential membership base. The more members you have, the more you grow and the more you are able to help your members and in turn, your community. And that’s what being a credit union is all about. People. Community.

GET CREATIVE
While we believe that telling your story in a unique and compelling way with inspiring materials is the best way to show you are a great organization worth supporting and joining, there are other ways that can support your brand, products and services while helping you reach your goals.

YOU ARE POWERFUL PEOPLE, PEOPLE
Before we go into the “what’s” and “how’s” let’s get something out on the table: credit union people are humble and they have a hard time tooting their own horn. (just ask @CU_Cheerleader, Amy Lawrence) Credit union professionals  struggle with touting the “credit union difference” to the audiences they would like to reach. Third Degree helps credit unions with this every day by developing strategic campaigns targeted to not only increasing that membership base but share of wallet as well. And we’ve seen our credit union clients experience great success. But I’m not here to talk about us. I want to talk about you.

LINK TO POTENTIAL GROWTH
A great, easy additional tool to help increase your SEG base is social net-working. Specifically, LinkedIn. LinkedIn is growing by leaps and bounds more and more each day and is becoming a utilized resource among business professionals. Many of you are probably already on LinkedIn and that’s great. But are you utilizing it to achieve your credit union’s goals? Are you using LinkedIn to help grow your SEG base? You should be and we’re going to show you how!

Your Credit Union and Twitter: A Little Goes A Long Way

MAMA ALWAYS SAID...
Thank your followers. Maybe it is because I was raised in the south where we send thank you cards and say thank you for everything but I believe a thank you says a lot more than just “thank you.” A thank you to a credit union member or potential credit union member says that your credit union cares. Does that sound cliché? Of course. Is it true? Yes. Everyone wants to know that someone cares for them and part of your core values as a credit union says that you do, so here is an opportunity to live it out. When people follow your credit union on twitter, send a personal message and thank them for the follow! Don’t have an automated message, since most people consider that spam. (just think of the “golden rule” here)  When a follower re-tweets something you tweeted more than just once or twice, thank them. This is another opportunity to set your credit union apart from the big banks. Big banks are too busy to send a personalized thank you note, so credit unions have an opportunity here to step in and show just how personable and customer-service oriented they can be.

ON THE CLOCK
Have a schedule for your staff. You probably don’t have a full time person hired to just take care of social media for your credit union, do you? Didn’t think so. Neither do we. Designate 2-4 staff members to do your credit union’s tweeting at certain times of the day. It might be a good idea to assign them topics to tweet about. Have a front line staff tweet about the drive through line, your business development officer tweeting about community events and opportunities, the marketing director can tweet about new campaigns, etc… I’m sure you get the idea.

TWEET THIS
Have twitter guidelines Since you will likely have several people tweeting for you on your account, establish social media and twitter guidelines for your credit union marketing team. These guidelines should talk about when to tweet, what to tweet about and how to respond to both negative and positive @ mentions. Check out some of these social media guidelines for examples.

Credit Unions Putting Pieces of the Twitter Puzzle Together

HAVE A SENSE OF HUMOR 
Are financial issues a very serious topic? Yes! And I’m not telling your credit union to use twitter to tell knock-knock jokes over twitter all day (although, I do love a good knock-knock joke!) but these financial times are hard on everyone. Having a light-hearted tweet every now and then that shows your personality can really be an encouragement to your followers and it allows them to connect with you on a different level. Because people work at your credit union, too and we all struggle with some of the same issues. This is particularly important to remember when dealing with customer service. Level with your credit union's members.

TWEET HELPFUL HINTS
Inspiration in 140 words or less is perfect for a mom on the go, a college student on the way to her class (because college students certainly wouldn’t be paying attention to twitter IN class, now would they?) or a businessman waiting in the airport. People don’t always have time to read an entire article about something, so tweeting a summary or snippet from the article not only can inspire and encourage them but it also gives them a reason to check out the article (hopefully it is posted on your website because you wrote it on your blog!) you linked to in case they do have time. (you did link to the article, didn’t you?)

NOW PICTURE THIS
People want to know who they are talking to. Have you ever followed one of those egg profiles on twitter? Probably not. No picture sends a message that you are trying to stay hidden or you are spam.  Even if you don’t always have the same person tweeting, make sure your audience knows who the tweeters are! At the very least, have a picture of your logo. Take a look at @ThirdDegreeAdv’s twitter page for an example of how Third Degree does this.

Tweeting Tips for Your Credit Union

If you haven’t noticed, Third Degree has some stuff to say about social media. It is always changing but most of what we mention here should pretty much remain the same as social media continues to evolve and change.

DON'T BE EGOCENTRIC
Yes, people are following you because they like your credit union, they are probably members and yes, they want to know about what you are doing in the community; when your next member’s meeting is and the newest promotion you have to offer. If you want them to continue to follow you and if you want to draw potential members, tweet about other things that are specific to the financial industry and the community but not completely about your credit union.

STAY SOCIAL
Speaking of keeping followers, you want your followers to follow you and keep following you, right? So make sure you stay engaged. Indra Gardner reminds her audience that social media is SOCIAL, so have conversations! Start them and respond to them! This will also show that you live out your principle of  "for people!" You are personable people, so live that out!  In our book, Credit Union Savvy, we talk about how social media is a directed dialogue between brand and audience, not idle chit chat. It’s a focused, authentic back-and-forth interaction between the client and their target.

Are You Ready For This? Credit Unions Dive Into Twitter

Your credit union decided to take the big step and get a twitter account. Now what? Do you just jump in and write whatever the first 140 characters that come to your mind are? Probably not the best idea.

Have a plan
 If you know Third Degree, you know we are always telling credit union marketers to have a plan. Strategize. This is the foundation for every campaign that Third Degree launches for each of our credit union clients and for good reason. We get great results because of our strategic creative process.  If you have just started your Twitter account, think of the specific followers you want to follow you and target your tweets toward them. Want to get a Gen Y following? Tweet about social media, college sports, college events, etc. Boomers? Tweet about parental advice, family activities, etc. You get it. Put yourself in their shoes and think: “If I were a _____ (Boomer, Gen Xer,etc..) what would I want showing up on my Twitter feed? What information would be helpful for me?” Take your answer and bend it towards information relating to your credit union. For example, if you put yourself in a Boomer’s shoes,(maybe even get more specific with a female boomer – hey, they have a lot of influence) you will probably want to receive tweets that relate to family, your kids, grocery shopping, household spending, etc. How can you turn those topics into something that relates to your credit union? Simple—put a financial twist on it. Link to articles about financial literacy and education for teens  or better yet, teens and money.  You can talk about community events like Dave Ramsey coming to your town. This brings us to the next point….

Know your followers
Make sure you know who is following you so you can tweet what is relatable to them. Analyze the list of your followers to see who your tweets are attracting; this way, you know what needs tweaking and what needs to stay the same. This is also a great opportunity to think of more programs to better fit the needs of those who are truly interested in your credit union and increase your share of wallet. Survey your followers and ask them what perks they absolutely love (that free coffee in the foyer), what additional services they want to access (maybe financial planning?) and what your credit union could do better. People want to be engaged and this is a great way to encourage that.

A Little Bird Told Me: Social Media Tips

Third Degree has said it before and we’ll say it again: social media is an avenue for connecting you to your credit union’s membership and potential membership. Is this a scary step? Yes. Will it be worthwhile? If you do it correctly, it will most certainly be.We’ve put together some helpful Twitter strategies and tips to make this process more manageable.

Social Media Tips
Know what is going on! If you aren’t using a social media/Twitter management tool like TweetDeck or HootSuite, you should be! Not only will it help you stay organized but you can open up a “search” column to seek out mentions of your credit union. In fact, make sure you have a search column open at all times with your credit union’s name in it! This way, you are updated immediately when anything good or bad is said about your credit union. Not only will you be able to provide better customer service and know who is saying what about your credit union but this will provide you with a FREE analysis of where your credit union may have some challenges.

First Response 
Respond as quickly as possible to what we like to call the “3 C’s of Twitter”: Comments, Compliments and Complaints.  We know… who would ever complain about a credit union? But it does happen on Twitter (hey, everyone has their bad days, right?) and the best customer service you can give is letting these people know their credit union heard them… and cares! Maybe there is nothing you can do about the complaint, but sometimes a simple “I’m sorry” is all that is needed to mend a broken bridge.  You can also keep a log of the Tweeters who complain, so if there is an issue that the credit union is working on, you can let them know. If you needed more encouragement to do this, remember the followers of those who mention your credit union- every time you have a conversation with these Tweeters, it is an opportunity to advertise your credit union. Being consistent and keeping your credit union’s brand out and about and in front of a large audience (like Twitter) will keep you at the top of a potential members’ mind when they decide to ditch their bank and go with a credit union.

Stay tuned. More credit union social media tips are coming your way..... 

Serving It Up Fresh, Right and Friendly On Paper: Third Degree Writes a Book!

Third Degree Advertising is writing a book! It’s not full of shameless self-promotion (although Roy’s bio is pretty awesome!) but it does contain case studies from credit unions that have been super successful. (We just have to brag on our clients— they are awesome!)  We simply want to share with you what we’ve seen first-hand as the most successful credit union marketing programs.

WE <3 CREDIT UNIONS
In short, we want to share our experience and expertise with YOU, credit union marketers and CEO’s. You have a tough job and we know every little bit helps. That being said, each paragraph and page of Credit Union Savvy was written with YOU and your needs in mind. Since we can’t work directly with everyone (Hey, our research, creative and media teams can work some pretty amazing marketing magic but our powers can only stretch so far!) this is a natural step in our efforts to further the credit union movement.

THE SAVVY-NESS CONTINUES

So, here it is! Credit Union Savvy  A compilation of our best thought leadership pieces to date in an easy-to-read, short story format.  Just for you. Our hope is that not only will our brightly-colored cover look great on your desk or bookshelf but that it will inspire you and your people both creatively and strategically. There’s a lot of smart stuff in Credit Union Savvy and we hope you put the information to good use!

FREE FRIDAYS
When you are the author of your own book, you can do all kinds of cool stuff like give one away every Friday, which is exactly what we are doing! Every Friday (until the book releases in May), you can follow us on twitter @thirddegreeadv or @CU_Cheerleader and we’ll let you know how you can win a FREE copy of Credit Union Savvy!  You can go to credit union savvy  for a link to buy the book on Amazon.

We wrote a book and hey, we’re even giving some away from free. Now, there is no reason for your credit union to NOT Read On and Fight On!  And never forget, you are powerful people, people.

Women: Credit Unions’ Most Influential Members

Why is it important to target women? Any woman reading this probably already knows the answer. So maybe this one is a little more for the guys. (Women, feel free to eavesdrop; We know you want to!)

DIAPERS AREN'T THE ONLY THING BEING CHANGED
The roles women play today are much different than what they used to be. We don’t need to tell you that, just look around and you’ll notice that women are slowly making their way to the top and breaking through the glass ceiling. By 2024, women’s salaries are projected to exceed men’s salaries and the consulting firm A.T. Kearney estimates that women determine 80% of consumption, purchase 60% of all cars and own 40% of all stocks. 1

VERITY GETS IT
Credit unions should be paying close attention to these trends; especially considering that women control 80% of the buying power in the U.S. as well as deal with 75% of family finances and control or influence 53% of family investment decisions. Women also handle 89% of checking accounts. 2 We don’t need to spell it out to you why this is important and impactful for your credit union. Just in case though, take a look at Verity Credit Union. They get it. Verity created an entire program just for moms (www.veritymom.com) and came up with the “Challenge Marketing Campaign.” They had 34 applicants, 24 fan pages and 134 blog posts. Smart move since women have the gift of gab and also make great referral sources. (Full disclosure:  Third Degree did not craft this campaign—we just respect it!)

GABBY KNOWS WOMEN
Speaking of the gift of gab, Ft. Worth Community Credit Union just launched their campaign geared towards not only moms but women ages 28-55 (www.getyourworthon.com). This super-savvy campaign features “Gabby”, Ft. Worth’s spokeswoman who has the gift of gab and wants to share her money saving secrets with you. Tara Street, Third Degree’s Creative Director “gabs” about the campaign here.

GIFT OF GAB
Ft. Worth and Verity also noticed that women not only have the gift of gab (and ladies, it is a gift) but that they use the internet as one of their main forms of communication: not only are 56 million women on Facebook but one-third of all women in the U.S. participate in the blogosphere at least once a week.  A recent article in USA today boasts that “Women and young people are the most active users of social media today, and women in their 30s make up more than half of heavy contributors — that is, they engage in six or more social media activities.”   1,3,5

SUPER-SAVERS
Every woman likes to save money but 84% of women feel misunderstood by investment marketers;  so a down-to-earth, friendly, credit union is the perfect, natural fit for women. 4 They price-compare and are coupon-clippers but are often pressed for time so they can rest assured that all of their financial needs will be taken care of from car loans, mortgages and checking accounts all in one stop. Ever wonder why Wal-Mart is so popular? Their main client-base is a mid-aged mother. As a credit union, are you making sure that you get the word out about how woman-friendly you are?

DON'T MISS THIS BUS
Your credit union needs to be in the driver’s seat of the minivans and SUV’s proudly displaying the soccer and hockey stickers on the back window. Jump in, make yourself comfortable, and enjoy the ride!

1. “Marketing to women quick facts”;http://she-conomy.com/report/facts-on-women; February 16,2011.
2. Diversity Best Practice & Business Women's Network: Wow! Quick Facts 2006 & 2007. All About Women Consumers 2007.
3. Borow, Brette.“10 Musts for Marketing to Women on Facebook”;http://mashable.com/2010/01/13/marketing-women-facebook/; February 16,2011.
4. Rodriguez, Marvin. “Is the market of tomorrow a women’s world?”;http://www.suite101.com/content/womens-influence-in-the-marketplace-a239469; February 16,2011.
5. Terbush, Sophie. “Women, young adults are active ‘social animals’”; www.yourlife.usatoday.com; February 20, 2011.

Social Media Matters: Twitter "Virtually" Grounds Qantas

Social media doesn’t matter? It’s too complicated to figure out how to best use? Don’t tell this to the CEO of Qantas Airways, Alan Joyce.  After reports of aircraft parts dropping in Indonesia this past November, the Twitter world became a rumor mill leading to speculation of a Qantas plane crash. News outlets even began to pick it up. It was untrue, uncontrolled and not only impacting the company’s reputation but its financial position.

LESSON LEARNED
According to the article in the Wall Street Journal (December 28, 2010), Joyce noticed that share prices declined over 5% in half an hour (currently, the stock is around $2.30). Apparently investors had seen the tweets and, in a panic, started selling their Qantas stock. After confirming that the plane was safe and on the ground, Qantas quickly issued a media statement and pulled together a press conference with the CEO out in front.  All actions were part of a crisis communications plan, which had not included social media. Since this incident, Joyce has hired an entire team of people just to keep an eye on the social networking side of things. This team has already prevented other rumors from starting and spreading with regular tweets, Facebook updates and conversations with the public and media online.

FACING THE FACTS 
Like many companies (even large ones like Qantas), credit unions and marketing communications firms are still determining how to best strategize and utilize social media, one thing certain is that not participating is not an option. Whether you want to or not, your credit union will be a part of the chatter. The question is, will you be leading, following or scrambling to react to the virtual world?

Critchlow, Andrew and Kelly, Ross. “Qantas Copes With Aftermath of A380 Crisis.” The Wall Street Journal. 29 Dec.2010:B4. 

Social Savvy: Adding Social Media to Your Credit Union Marketing Mix

Social media – we all know we should be doing something with it … the question is what. The why is pretty self-evident: Social media allows for positive interactions with your brand – at the places where your clients and future customers are found. Social media is especially effective for engaging Gen Y.

SOCIAL MEDIA MEETS CREDIT UNION MARKETING
There’s a saying in the medical community: Don’t just do something – stand there! In other words, take a minute to get the facts before jumping into diagnoses and action. This is great advice for CU marketers who are considering how to best leverage social media.
 

First, what are your specific goals? How will social media benefit your business? What will you do with these social tools: How will you specifically employ them – and why? To what end?

Ask these big questions before you throw up a Facebook page: These key questions will help uncover and crystallize your strategy. And from these over-arching goals, all subsequent actions and ideas will flow.

WHEN (SOCIAL MEDIA) RUBBER MEETS THE (MARKETING) ROAD
So you’ve decided employing social media marketing tactics will be beneficial to your credit union brand. Your credit union will be engaging with current and future customers, including the coveted Gen Y. Now it’s time to get practical. Who will do the heavy lifting, both upfront and ongoing?

Who will set up and design your social media platforms, and who will maintain and update these platforms once launched for your credit union? If you are blogging, for example, who specifically in your group will be tasked with content development? Who will do the physical uploading and tweaking to your blog?

The point is, launching a social media program requires a lot of central planning upfront, to ensure a smooth rollout and steady online presence once you green light your program.
 

STARTING SMALL: A FIRST STEP

Eating elephants is best done one bite at a time. Rather than having your credit union launch a YouTube channel, Facebook pages, a Twitter account and a blog all in one week … try slowing down and selecting one social media marketing tactic to start with.

This will bring a sharper focus to your energy, and prevent your credit union from overextending yourself right out of the social media marketing gates.

The best advice I can give you is to consult a credit union marketing firm before you begin your foray into social media. Share your thoughts and strategy with a team of credit union and social media marketing pros, to ensure you are starting off on the right foot – and to ensure your social media strategy is in line with the rest of your credit union's marketing efforts. Upfront planning will help provide a social media payoff in both the short and long terms.