NCUA Webinar:  Marketing – Effective Use of Social Media (8/10/2016)
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NCUA Webinar: Marketing – Effective Use of Social Media (8/10/2016)

Kathryn Baxter: Good afternoon to our audience, and welcome to our August webinar. We have a fantastic webinar for you today. It’s on marketing. In fact, the title is Marketing
– Effective Use of Social Media. You’ll love it. My name is Kathryn Baxter. I’m your moderator for today, and I’m joined by Lauren Bethea. Lauren is our host. Before I turn our console over to Lauren, I want to refer
you to the next slide that will give you our administrative announcements. Okay, so we’d like you to adjust your computer volume so that you can hear this webinar very clearly. If you need to resize the slides, please drag the bottom right corner to do that. Also, from this site you will
need to allow pop-ups. At any time during the webinar, we would love for you to ask us a question. We have an all-star panel today for you, so please listen carefully for their name and please address your question to the speaker. In fact, we’d like you to use questions throughout this webcast. We may
ask some of the questions during the webcast, but we’re going to save most of our questions for the end. Also, we have a post-webinar survey. We’re going to push that out to you once we’re done with the initial webcast. Of course, as always, in approximately three weeks, we will close caption
this webinar for on-demand viewing. As I mentioned, I’m joined today by Lauren Bethea, and Lauren is our host and she is going to introduce our all-star cast. Lauren, we’re waiting. Lauren Bethea: Thank you so much, Kathryn. Good afternoon, everyone. My name is Lauren Bethea. I work as an Economic
Development Specialist in NCUA’s Office of Small Credit Union Initiatives. I’m going to be hosting this training event for you today, but before we begin, I’m required to read to you the NCUA disclaimer. This webinar is offered for informational and educational
purposes only. NCUA does not endorse any particular credit union or vendor, their employees, products, or services. As Kathryn mentioned, we’d like you to submit questions throughout the entire webinar. Please use the Ask A Question feature on the bottom left-hand
corner of your console window. Also for this webinar, we’re offering a certificate of completion at the end. You will be able to qualify for that certification if you answer all three poll questions, if you correctly answer 12 out of the 15 quiz questions, and
if you stay on the line for at least 45 minutes. Our topic today is Marketing-Why Social Media? Why this topic? Ask yourself is social media the biggest revolution we’ve seen since the industrial revolution? I’ll give you some
surprising statistics to explain why we think it may be. Did you know it took radio 38 years to reach 50 million listeners? It took TV 13 years to reach 50 million people. It took the Internet
4 years to reach 50 million people, and it took Facebook less than a year to reach 200 million people. Can you believe it? That’s why we’re presenting this topic today. Here’s our agenda
for today’s webinar. We’re going to talk to you about how to develop a social media plan, how to build your brand, how to define your target audience, how to determine what message to send to your audience, how to improve engagement with your target audience. Then we’ll have a question
and answer session in the end. Let me pause right here. Let’s check with Kathryn. Have we gotten any questions in from the audience yet? Kathryn Baxter: We don’t have any that we are going to submit yet, Lauren, but we’d like to encourage our audience to please listen carefully and give us your questions
throughout the webinar. Lauren Bethea: Thank you, Kathryn. Now, I’m going to introduce our webinar team for this presentation. Our first speaker is Chris Dukes. He’s a summer intern who’s been working in the Office of Small Credit Union Initiatives. He worked with us on this project, as well as a number of other projects. Chris, take a minute
to say hello to everyone, please. Chris Dukes: Hi, Lauren. Thanks for having me. Good afternoon, everyone. I am Chris Dukes, a proud alumnus of Hampton University, where I earned my Bachelor of Science in Sports Management and is currently pursuing my Master’s of Science in Sports Administration. Thank you, Lauren. Lauren Bethea: Thanks, Chris. Our next
speaker is Kenzie Snowden. Kenzie works for the NCUA in the Office of Public and Congressional Affairs as a Social Media Specialist. Kenzie, tell everyone a little bit about yourself. Kenzie Snowden: Thank you, Lauren. As Lauren stated, my name is Kenzie Snowden, and I am the Social Media Outreach Specialist here at NCUA.
A lot of the Facebook posts, imagery, YouTube videos, and tweets that you are sharing with your online community come from me. I’ve been with the agency about five years-almost six in January, believe it or not, and I’m happy to be here. Lauren Bethea: Thanks, Kenzie. Our next speaker is Ken Bator.
Ken’s company is Bator Training and Consultant. Ken, tell everyone a little bit about yourself, please. Kenneth Bator: Thank you, Lauren. It’s great to be here today. I’ve been working with credit unions in one way, shape, or form since 1993. I would love to say that I started when I was ten years
old, but that’s not the case. I started Bator Training & Consulting about 15 years ago, working with credit unions and other service organizations, and recently the author of the book The Formula for Business Success Equals B+C+S, which is a discussion for the need
of brand, culture, and strategy alignment. Lauren Bethea: Thank you, Ken. Our last speaker for this webinar session is Jeff Snyder. Jeff is a Communications Officer with the Pennsylvania Credit Union Association. Jeff, tell the audience a little bit about yourself, please.
Jeff Snyder: Good afternoon, everyone. My name, as Lauren said, is Jeff Snyder, and I am the Communications Officer for the Pennsylvania Credit Union Association. My duties at the PCUA largely include acting as the writer and editor of our daily newsletter, Life is a Highway, and overseeing our social media accounts, among
other things. The PCUA is a trade association based out of Harrisburg that provides legislative, promotional, and operational support for our member credit unions. Lauren Bethea: Thanks, Jeff. Okay. We’re going to talk about some social media common terms. In some respects social media
has a language all its own. Let’s talk about some of those terms. Many of you may be familiar with this term-going viral. What does that mean? That means there’s an image, video, or advertisement that is circulated rapidly over the Internet from one person to the
next. Chris Dukes: Tweet-what is a tweet? No, I don’t mean birds chirping. A tweet is a message posted on Twitter which may include text, photos, or videos. Lauren Bethea: Okay. The next term we’re going to talk about is hashtag. What is that? A hashtag is a symbol used within
a message to identify a keyword or topic of interest. Chris Dukes: Re-tweet means to share or forward someone else’s message via Twitter. Lauren Bethea: The last definition we’re going to talk about is blog. What is a blog? It’s a website
containing a writer’s experiences, observations, opinions, and has images and links to other websites. I’m going to turn the next slide over to Chris again. Chris is going to talk about some social media facts. Chris Dukes: Thanks, Lauren. Today
I have some cool fast facts for you. My first fast fact for you is that did you know that over 70% of the web audience uses Facebook-quite interesting-and also that 96% of Millennials have joined a social networking. Thanks, Lauren, and back to you. Lauren Bethea: Wow. Thanks a lot,
Chris, for sharing those facts. We’ve got our first poll question. Let’s see who’s on the line. Our question is, what is your credit union’s asset size? If you’re a credit union that’s less than $10 million, make the first selection in the style radio dial and so on. If you’re not a credit union
participating in the webinar, select N/A, please. Kathryn Baxter: Lauren, we’ve had some questions from our audience about how to print the slides. There is a green icon at the bottom of your screen. The slides are there. If you can’t see the slides there, do F5 on your computer, so you can refresh, and you
should see the slides there. That’s where you can print those. Lauren Bethea: Okay. Thank you for that, Kathryn.. Let’s see what our poll results are. Okay, so our largest concentration is with credit unions that are between $10 and $50
million in assets. We’ve got 26.9% in that category. Our second category is over $250 million— 21.7% are over $250 million. Wow. Okay, so we’re going to turn it to our first speaker, Kenzie Snowden. Go ahead, Kenzie. Tell the audience
a little more about yourself and then jump right into your presentation, please. Kenzie Snowden: Sure thing. Thanks, Lauren. Hi, everyone. I’m Kenzie Snowden. As I stated before, I’m the Social Media Outreach Specialist here at NCUA. Despite the baby face, I’ve been in the government
for about 13 years now. I’ve spent five, almost six, with NCUA. Prior to joining NCUA, I worked at the United States Patent and Trademark Office, where the bulk of my responsibility was social media, establishing the program, and managing it. I have a Bachelor’s in communications with a concentration in
journalism. All right. Now, enough about me. Today I will be sharing some tips on how to create a social media strategy that works. Setting the foundation for success on social media means creating a solid strategy to work from. The hard part is knowing where to start, so let’s dive in. We
have much to cover. In this presentation we will briefly talk about why social media should be a part of your credit union’s overall marketing strategy. We will discuss what a social media marketing plan actually is. We will discuss key parts of a social media
marketing plan, explore how to evaluate the effectiveness of your plan, and what tools are available to help you track your progress. Social media is one of the most powerful tools in your marketing arsenal. If you use it correctly, you can reinforce a strong personal
connection with new and existing members, but to reap this benefit, you need to build a clear social strategy. That strategy should account for what you’re trying to achieve, who your audience is, and how you define success. Your social media
marketing plan should summarize everything you plan to do and hope to achieve for your credit union using social media. The more specific your plan, the more effective you’ll be in this implementation. Try and keep your social media marketing plan as concise as possible.
This plan should guide your actions, but it will also be a measure by which you determine whether you’re succeeding or failing at your social media efforts. Key parts of your social media marketing plan include an inventory of your current social media use and how it’s working for your credit union,
what you would like to achieve, how content will be created, how you will measure success, and how you will engage with your online community. Prior to creating your social media marketing plan, you will need to evaluate who is currently connecting to your social account, which social
media sites your audience uses, and how your social media presence compares to your competitors. Once you’ve conducted your audit, you should have a clear picture of every social media account representing your credit union and what purpose they serve. This
living inventory should be maintained regularly, especially as you grow your program. Goal setting is a staple of all marketing and business strategies. Social media is no exception. The first step in creating a social media marketing plan is to understand
where you want to go, so set some goals, but keep in mind these goals should be aligned with your credit union’s broader marketing strategy, so that your social media efforts all drive toward your credit’s business objectives. Remember, when determining your goals and
objectives, use the smart approach, meaning they should be specific, measureable, achievable, relevant, and time sensitive. Without great content, social media is meaningless. When deciding what type of content to post, consider how you will present this information. You
should also consider what time you will post this content. There are many studies floating out there that discuss when you should post on social media. However, I suggest using these studies as guidelines rather than hard rules. Remember your audience is unique, so you need to test and figure out the best
time for yourself. Take advantage of free tools like Google analytics and social media insights to see when your fans are online and engaging with your content. In addition to defining the type of content, time, and frequency of posting, your content strategy should also answer the following questions. Is the
content you’re developing aimed at current or new members? Are you going to have one person designated to crafting content or will this be a shared duty? How will you promote the content? Will it appear on all of your social sites or just your Facebook page? There are a
million things you can track related to social media, so start by looking at how much traffic is being driven to your website. Keep an eye on your social posts to see what your community is responding to and look for trends related to particular topics or key words
that generate more interest than others. Google analytics can be really helpful in tracking this information. Here is an example of what you will see in a Google analytics dashboard. As you can see from this representation, you can pull a variety of information like- the number of visitors
to your site, the time spent on your site, how they found your site-meaning did they come through social or a search engine-and you can see how many people use your site on mobile devices and you can even compare it to those who view it on the desktop. Most social media dashboards can help
you track the number of people clicking through to your website. For example, Sprout Social, which is one of my favorite dashboards, allows you to compose your social posts, shorten your links, and track the performance all from within the platform. You should
also have a plan in place to help you stay on top of updates and engage with your community. I’m a big believer in automated updates. Social media dashboards can help you create and schedule posts to be sent out at any time or date that you choose. There are a number of free
and paid tools available to help you stay up to speed on who is talking about your credit union. Begin with the ones listed here, and you’ll be able to listen as well as stay on top of your brand management. Keep in mind none of the tools are all inclusive. They catch bits and pieces of what is out
there but don’t always get it all. Now that you have an idea of the types of social media tools available to you, we can now discuss what you should be monitoring. Here’s what I recommend-a few variations of your credit union name, include abbreviations, and key staffers or leadership,
your credit union’s slogan, key messages, or mottos, and alternative spellings or missed spellings of your credit union name. If you have a unique name, this is even more important because chances are people will forget how to spell your name, and typos do occur.
Also search for key words or items that are relevant to your industry. Here are some of the key terms I have set up to help track what is being said about NCUA, our leadership, and services. Social media requires engagement too. When
people talk to you, talk back. Make sure you set aside time during your day to follow-up with these conversations that are happening. They are too important to ignore. Before I close, I would like to note that your social media plan
should be constantly changing. As your credit union grows, you might need to add new roles or grow your social presence for different branches of services. Don’t be afraid to rewrite your strategy to reflect your latest insights, but make sure your leadership is aware what has
been updated. Thank you, and if you have questions, send them in or you can contact me directly. Also, be sure to connect with NCUA on social as well. Thanks. Back to you, Lauren. Lauren Bethea: Thank you so much, Kenzie. Nice job, but we’ve got a question in for you already. We’re going to go to a question. Kathryn Baxter: In fact, we
can do the poll and ask Kenzie the question. How about that? Lauren Bethea: Okay. All right, so let’s go to poll number two. What social media platform is your credit union using? The choices that we selected were Facebook, Instagram, Twitter. There may be another one or none at all.
Take a few minutes to answer the poll question. You may select more than one answer as well for this question. Kathryn Baxter: Okay, so Kenzie, are you ready for your first question? Kenzie Snowden: I am. Kathryn Baxter: Okay. We have a credit union that wanted to know would you
please tell them what the name of your favorite site is? They said it’s something social? Kenzie Snowden: Oh, Sprout social is my favorite site. Are you saying social site? My favorite dashboard is Sprout Social. That’s just my preference. Before I used Sprout Social, I was using Hootsuite. They all pretty much do the same thing. It’s just about what you’re comfortable
with. I’m just more comfortable in using on Sprout Social. Kathryn Baxter: Thank you, Kenzie. Kenzie Snowden: You’re welcome. Kathryn Baxter: On to you, Lauren. Lauren Bethea: Okay. Let’s see what the results of our poll question is. Well, so 75.5% of you are using Facebook. Wow. The second platform being
used is Twitter at 44.2%. That’s great. Thank you so much for responding to that poll question. We’re going to throw it to Chris. Chris has some more fast facts for you. Chris Dukes: Hey, Lauren, I’m back with another fast fact. Here’s another mind-blowing fact for you. There
are over 206.2 million Internet users in the United States. That means 71.2% of the United States and web audience-interesting. Back to you. Lauren Bethea: Wow. Thanks, Chris. Okay, so we’re going to move to our next speaker. That’s Ken Bator. Ken, give a little bit more background about yourself and
then jump right into your presentation, please. Kenneth Bator: Sure, not a problem. Thank again for having me today. Probably the best fact about me, given the audience, is through my firm, Bator Training & Consulting I founded and manage the Police Officer’s Credit
Union Association. Most of our credit unions in that group are under $100 million in assets. I believe, from the earlier poll, about 40% to 50% of our audience are executives or employees of credit unions under $100 million. I certainly understand some of the
challenges that smaller credit unions have, especially credit unions that are under $100 million and have a few that are my clients right now. I want to mention, Kenzie, in particular, because she made so many great points. The one, in particular, that I love more
than any of those excellent points is the fact that she talked about building a social media plan. Having done dozens of, even hundreds of, strategic planning sessions for credit unions-more than I’d actually like to mention-planning is very important to me, but especially for those small
credit unions out there. I shouldn’t say small. For those credit unions under $100 million, because even though you may be small in assets by definition, you certainly don’t have to have to be a small brand. We’ll talk about that a little bit later, but having a plan is important. It’s also important to
remember that when it comes to social media planning, it doesn’t have to be just one more thing on your plate. The social media plan should be part of an overall marketing plan. That marketing plan should be part of the overall strategic plan, and of course, as I mentioned earlier, being
my foundation is brand, culture, and strategy alignment-that that strategic plan needs to obviously align with the image that you’re promoting, as well as the experience that you have at your credit union. One of the first things I want to mention is that, from a branding standpoint-because
I’m going to take more of an airplane view and try to drill it down a little bit-from a branding standpoint, we have to remember that it’s about telling our story. The unfortunate thing is, regardless of how many dollars we spend on marketing or traditional advertising, or direct mail, or
things of that nature, that people just don’t trust marketing as much as they used to, but they do trust other people-which we’ll get into-and they do want to hear your unique story. The other thing that we need to keep in mind is the fact that it’s not a
quick fix. We’re all looking for a silver bullet, a golden ring, or something that’s going to make everything better. Unfortunately, social media isn’t that case. In fact, as Kenzie alluded to, it needs to be part of your overall marketing plan. We need to know exactly
how to fit that tactic into our overall marketing mix, but just as important-and I know that Jeff is going to talk abouttone, which is really important, in his next presentation-is that social media really doesn’t fix anything. If you have an inconsistent and poor brand
message, all that’s going to end up doing by going on to social media, is exposing that inaccurate or maybe poor message to even more people, which is the last thing you want to do. The good news, of course, is, is if you truly do have a great brand message, social media
is an excellent tool and very economical to get that story out there, but we need to understand our brand first. If we’re like this guy and internally we think that we’re a suit and tie type of person and we’re all buttoned up, but if our members, our perspective members and, God forbid,
our employees, think that we have an image more like Bozo here, then we have a real problem on our hands. We need to take care of that first before we go into social media. As I mentioned, if we have a great culture, if we have a great brand message, social media is the perfect tactic
to take our message out there. I look at this post on Facebook from Financial Edge Credit Union, and it’s the employees and it looks like they’re having fun and they’re giving away free donuts. They’re not trying to sell anything. It looks like a place that I want to do my banking at, and I also, if I’m an
employee, or a prospective employee, a place that I probably want to work. This is a great reflection of this particular institution’s brand message. Tip number two of five tips that I’m going to share with you today is be clear about that message. As I already said, an ineffective message
to even more people is a bad idea. We need to tell our unique story and go past the traditional unique selling proposition-your USP. A lot of times in marketing we want to talk about the specific value of a product or the specific benefit of doing business with our credit
union. There’s nothing wrong with that. That’s perfectly fine, but branding and social media specifically is about telling our unique story, much like this slide over here. Felicity Guerin is talking about how great it is to work with Credit Unions for Kids. That’s perfect for
not only our branding, but also in the message of social media, because it brings people together and it gives some insight into how unique we are. One very important point-and some good news because we’re always thinking about whether we’re a $25 million credit union or a
$250 million credit union-what resources we don’t have-the things that we can’t do because we only have so much staff and time-but the fact is, is that credit unions and social media really, really can be a great marriage, because we all have as credit unions a really unique story, and I
know we do, having worked with credit unions since ’93. You can go to just about any credit union’s website and go to the About Us page, and it will talk about four people that walked up the mountain in the snow both ways with eight dollars in their pockets because they felt that it was necessary
and they were compelled to start a credit union. These are stories that we can begin to leverage, both in our general marketing as well as on social media. One of the things that I’ll get into is the culture and getting employees involved later on. I just read a great white paper
from Sheri Nasim yesterday, and she talked about getting your employees involved in the evolving story of your organization. I think that getting your members involved through social media of your evolving story of your credit union is a great approach and a great mindset to have
when going down the social media road. Again, the brand is no longer what we tell people it is. It’s what customers tell each other it is. The fact is, is that people will actually trust strangers more so than the credit union itself in what they’re touting in terms of how great
they are via advertising. It just happens to be the world that we live in. I want to give you a couple of examples. This is one of my favorite credit unions. I live in the Los Angeles area right now, but born and raised and lived in the Chicago land area for years and years and years. This is a credit union I was personally
a member of when I lived in Chicago-DuPage Credit Union. A great community credit union-I want to say I haven’t looked up their assets. I want to say they’re probably about a half a billion, but this is a quality post. It’s educational. It’s got a woman smiling. It’s showing somebody working on their
first home without being too pushy in a salesey way, but one of the things I like the most about this particular slide is the fact that they’ve got reviews. They’ve got a 4.3 star rating out of five, which is good. Anything over four is going to be a solid rating, but what that says to people that
are checking out DuPage Credit Union, wondering if they want to do business there, saying, “Oh, okay, there are a few reviews. I’d like to see more than 14, of course, but there’s a good sampling at least of the people that are responding on social media, saying that, hey, this is a good place to bank. Look for those
reviews and find ways to build that. Tip number three of five, as I alluded to, is to sell through education. Today people don’t like to be sold. Remember that social is the first word in social media. If we were in an in-person networking event, if we were at a community
softball game or at a community or a sponsored picnic, we wouldn’t go up to somebody we met for the first time and say, “Hi, I work for XYZ credit union. I do home equity loans. Can I sign you up for a home equity loan today?” No. We don’t do that, so certainly don’t do
that via social media. Be educational. It plays to our strengths as credit unions anyway. We’re always trying to do seminars for our members. We brought in Balance to help our members with credit issues. Use the social media to sell through our education and our expertise. As Howard
Schultz here says, it’s one of the biggest mistakes we do with these channels-is we try to sell stuff rather than be social and educate. This is a former client of mine, Maine State Credit Union. They’re the largest credit union in the state of Maine. This is an okay post.
I like the fact that they are educational. They’re not selling anything. It’s a video, and video is very popular today via social media. It’s also an outside source. It’s not coming directly from them. They didn’t film the video at their credit union, but in essence, it’s
kind of boring. If I remember right I think it’s like a 15-minute video, and nobody is really going to watch it that long unless it’s really funny and entertaining. It’s certainly better than nothing. I would rather they do that then nothing because it’s educational, but maybe we can do a little bit better. Here’s
an example from another one of my clients, Omaha Police Federal Credit Union. They are about $65 million, so they’re right in the range of much of the audience. This is a very simple but effective post-four common credit card questions you haven’t asked. It’s educational. There are only four common questions, so people say, “All
right. I can probably go through four tips or four questions. ” If it said 18 tips you want to know about credit cards, people probably wouldn’t be as apt to go ahead and click on that. A great example here from a credit union not too far away from me in Burbank,
California-UMe Credit Union. This is an example of a credit union that grew from $120 million to $180 million in the last five years. Now, they did that with a lot of different branding tactics, but I love their approach on social media. I actually had a chance to interview Robert Einstein,
the CEO, a couple of weeks ago. One of the things that he mentioned is they never sell on social media. They’re educational. They’re fun. They’re quirky, much like their brand, but they never sell on social media. I don’t quite agree with that. I think that there’s a little bit of selling that you can do, but I like the
sentiment and I like the approach. This is their Twitter page. The one thing that I really, really like above all else on here is that last post where it says 7 ways to save on the perfect engagement ring. Now, if you’re a member and you’re thinking about getting married, and you want to save some money on an engagement
ring, that’s going to be a really valuable post. Who do you think they’re going to think about financing that ring with more than anybody else, especially if they are a member of UMe? A great post. Again, as I mentioned, we need to engage and get our members involved. This is Desert Valleys, another client
of mine. They’re about $32 million in assets. They are a great example of you don’t have to be large in order to build a brand, especially if you’re doing things right on social media. How great is this?- a member hugging her car-her new car that Desert Valleys
just helped her to finance. Not only is it not selling anything, but it creates a great emotion and also ties in perfectly to the brand and who they are at Desert Valleys. If I lived in this area, I’d want to be a member of Desert Valleys. Tip
four of five is start small. There are a number of organizations, whether they’re credit unions or small businesses that I see, that think that social media is going to be that quick fix so they start a Facebook page and they start a Twitter page and they go to Google Plus.
Then they’re on Instagram and Linkedln and God knows what else. That’s fine if you truly have the resources to do it, but start with one. I was glad to see that most people here are on Facebook. If you’re only going to be on one social media site, that’s probably the site to be
on, not only because it’s the largest site, but also you can boost some posts which is fairly inexpensive. I would rather have you start with one social media site and be very diligent about posting consistently and in the proper way than to be on so many different
sites and do it haphazardly. That, not only will not work, but it will create a lot of frustration for you and won’t be good for your brand. Again, on tip four, the nice thing about social media is from a hard cost standpoint, it literally can be zero. Kenzie mentioned a couple of
schedulers, I believe the basic packages for Hootsuite and Buffer are free. Usually you want a little bit more functionality. Those are about ten dollars a month. You can also go to Edgar which is a program that I’ve learned about that I kind of like, but that’s
about $45 a month. You can certainly do this yourself. It doesn’t have to be a huge cost. As I mentioned, on Facebook you can even boost a post for $5 or $10 which is not highly expensive. Here’s another example from Desert
Valleys here. They put together an ad contest with their children members. Yeah. This didn’t cost them anything but some time, but it was effective, because it got the members’ kids involved, and it was fun to look at on Facebook every
other day. We don’t necessarily have to spend a ton of hard money, but we do have to remember we do have to spend some time. We do have to be consistent about posting and posting the right things. Tip number five of five is involve everybody. I mention the importance of the brand
and the importance of the strategy. This is also an opportunity to build your culture, to get people involved. Odds are, if you have some Millennials that are working in your branch, they know more about the social media sites than you do as a CEO or CFO.
Frankly, who better to market to Millennials than a fellow Millennial? You do have to have some rules in place, of course, but it’s a real opportunity to not only engage your members, but to engage your employees. Look at this post. All of these
folks look very, very happy to be working there and are having a good time. It’s a message that you definitely want to send. Some key takeaways-number one-develop your unique story. Find out exactly why you’re different. People can go and bank anywhere, but they
want to have an experience, and that starts with creating a unique story. Find the best marketing mix that’s going to promote your brand and then bring in social media if you haven’t already. Determine the best sites for your credit union. Odds are it’s probably Facebook
and then Twitter, but again if you’re going to use only one, that’s probably a good idea to start with Facebook. Be social. Try not to sell an 8.9% VISA every other day on Facebook. Be social. Be engaging. Be educational. Engage all of your stakeholders-not
just your members, but also get your employees involved. The bonus tip-the last tip is to have some fun. I’ve heard from more than one credit union client lately that running a credit union is a lot harder and not as much fun as it was maybe 10 or 15 years ago.
Remember to have fun and have fun with your brand and be willing to have some fun with social media, because that’s part of the platform itself. Here’s my contact information. I’d be more than happy to answer any questions after the program. I believe that there is a white paper that I offer on brand
culture strategy alignment that’s been approved by the NCUA to share. I’m also happy to share the Robert Einstein interview with you from UMe Credit Union. Simply shout out to me, and I’ll be more than happy to take care of that. Lauren Bethea: Thank you, Ken. You provided a lot of good information, a lot of good pointers.
I do want to mention to our audience we have a resource widget which is green on the bottom of your screen in which you can find Ken’s white paper that he mentioned. Then there’s another reference in that widget under resources that may be beneficial to our credit unions today. Before we
move on to our next slide, we want to present one of the questions that have come in. Kathryn is going to read the question. Kathryn Baxter: Ken, you’ve actually got a couple of questions on the same thing. You mentioned paying to boost a post. We
have a few credit unions that want you to explain that. Kenneth Bator: Certainly. If you’re posting on Facebook, you can post a story or post a picture or something along those lines. On the bottom of that post, after you’ve posted it, there’s a little
button that says-if I remember it correctly-boost post or boost this post. When you click on that, it gives you some parameters of how to share that particular post to more people. It gives you the options of age ranges, I believe
proximity to your location. Then you could boost it for $5 or $20 or for a day or for seven days. The reason that that’s important, other than the fact that it’s a fairly inexpensive way to market, is that
Facebook has become a very much pay to play site. If you just post all of the time blindly without boosting, it’s not going to get as much of an audience, but if, every once in a while, you in essence pay Facebook a little bit to boost a post,
not only will they boost that specific post that may be important to your membership and prospective membership, but also they learn through their algorithms that you are boosting posts from time to time, and that will, in essence, give some of your other posts some
larger play. Kathryn Baxter: Fantastic. On to you, Lauren. Lauren Bethea: Okay. Thank you, Kathryn. We are going to let Chris present some more of our social media facts-our next slide. Go ahead, Chris, with those facts. Chris Dukes: Thanks, Lauren. I have some more good facts for you. Linkedln
has an average of 12 million visitors per day. Twitter has an average of 310 million monthly active users tweeting away. Believe it or not, YouTube is the second largest search engine in the world. Check this one out. Forty-eight percent of 18 to 34-year-olds check Facebook first thing in the morning. Back to
you, Lauren. Lauren Bethea: Well, thanks, Chris. That’s amazing. Okay. We’re going to turn to our next poll question, and that question is-waiting for the slide to come up-what percentage of your membership accesses your credit union’s network using their
smartphone?-0-25%, 26-50%, 51-75%, 76-100%, or your answer may be unknown. Let’s take a few minutes to answer this question. Kathryn Baxter: I think
they should be ready now. Lauren Bethea: Okay. The largest category, unfortunately, unknown-39.3% you said you don’t know
what percentage of your membership is using their smartphone. The next category is 0-25% at 22.7% of you. Thank you. Okay. Do we have any more quick questions that we can present to our speakers, Kathryn, before we go to our next speaker? Kathryn
Baxter: We do. I think we’re going to give Ken another one. Are you ready? Kenneth Bator: I am ready. Kathryn Baxter: All right. Ken, a credit union wants to know what are some ways to engage your employees for a social media initiative?
Kenneth Bator: That’s a great question. Yeah. I would say, number one, find people that aspire to leadership, whether it’s a teller that wants to be a teller supervisor or a loan expert that wants to be a CEO someday. I
would start there, number one, and try to engage them and get them involved, because this is a leadership opportunity. The other way-and this is probably a more important way where you can get everybody involved-is simply at the staff meeting
explain what you’re trying to do from both a marketing and a branding perspective and ask for their particular ideas. I’ll give you a real world example. One of my clients in Cincinnati-Cincinnati Ohio Police Federal Credit Union-shared some of the things
they were trying to do with marketing and asked for suggestions from the staff. They had a great recommendation on a campaign that could be transferred to social media where they could have gnomes around the city. It’s a little bit of a longer drawn out idea than that, but it’s an excellent idea,
and it was something fun that would fit in well with social media and something, frankly, that the executive staff probably wouldn’t have thought of on their own, just simply because they’re dealing with other things. When you get employees involved by simply asking-it doesn’t need to be complex-simply
asking from the perspective of what you’re trying to accomplish you may get some really, really good ideas. Lauren Bethea: Okay. Thank you, Ken. All right. We’re going to move to our last speaker for today, Jeff Snyder, again from the Pennsylvania Credit Union Association. Jeff, again, tell the audience a little bit about
yourself and then jump right into your presentation, please. Jeff Snyder: Of course. Thank you. Hello again, everyone. I guess just a few more details on myself before we get started— my background is largely in writing and broadcast media. Prior to joining the PCUA, I earned an English degree from the York College
of Pennsylvania and worked as an editor for an academic publishing company. I also have nearly over half a decade in broadcast media for a variety of outlets, from sports journalism to public access and news. Currently, I also act as the associate
editor and writer for 32 Flags, which is an international soccer news website. Earlier Kenzie gave us some great information on the nitty-gritty how-tos of designing your social media plan, while Ken educated us on some really valuable tips on growing your credit union’s
brand on social media. Building off of those, we’re now going to look at the tone of your plan, as well as some important dos and don’ts to remember while you’re developing a social media plan for your credit union. Developing a social media plan that has a clear and established tone is an important
factor in ensuring that your social media efforts are as successful and stress-free as possible. Let’s dive right in. The first step to establishing a social media plan is to define your tone. This is an important step, because it becomes the foundation of the rest of your social
media efforts-the seeds of your plan. First, you’re going to have to ask yourself three questions. The first two are important because they inform the answer of your third. These questions are-who do you want to be, what do you want your credit union to be to its members,
and if you define your social media policy in three words, what would they be? These three words are the most significant three words in your social media plan, because they are the tone of your plan. The tone is the overall
feel of your social media efforts. For example, the PCUA chose energetic, approachable, and respectful. ” You can see these words reflected in the posts that we make. Everything we do fits within the guidelines of these three words. This is the first
step to building a well thought out social media plan. Another important tip is to make sure that you maintain a positive tone. Regardless of what other characteristics you choose to define your tone, remember that positivity is key to your social media efforts. Positivity creates an enjoyable
atmosphere, which goes further to drive engagement. If you’re positive and appear to enjoy engaging with your followers, those followers will want to return to your account because they’re going to enjoy interacting with you. Positivity also protects against poor reactions. It’s difficult to
give a negative or anger response when you’re being positive and happy. Positivity is your shield against the dreaded social media gaffe. In fact, positivity can have the opposite effect of a gap. If you go above-and-beyond to aid a viewer or react well to
a complaint, the response will be remembered and not just by those you directly to, but to anyone who happened to see it. Once you have established your tone, you need to decide how often you’ll be able to post. Your
posting activity is as important a factor in engagement as positivity. One of the reasons posting frequency is so important is because the social media world moves fast, rendering an inactive account a dead one. An infrequently-posted-to
account also gives off the impression of obligation. You’re, in other words, only posting because you feel you have to. This attitude then goes and bleeds into your content, which drives users away. On the other hand, an active account shows an interest in
engagement-that you really care about reaching out to your members. Frequent posts have the added benefit of giving followers both a reason to come back to your account page and a reason to subscribe to your account, which makes it easier for them to directly receive your updates.
Remember, frequent quality posts are really important to growth. The key word there is quality. Repetitive, boring posts will drive your users away, and that is why it’s important to post with a purpose. Make sure there’s a good reason to make that post, and don’t just post
because you feel that you should and you should get something up that day, in other words. Remember earlier when I said how important tone was? That’s because your content should align closely with your tone. The quality of your posts is also important, and that’s because that is
driven by tone and content matching harmoniously. From your tone, you will decide what kind of posts you should make. Together, tone and content creates your message. Some types of posts you’re trying to specialize would be anything from local news to original content to funny pictures
or means or even insightful financial tips. Any of these are fine within reason, as long as the content reflects the tone and vice versa. A very professional high-minded account shouldn’t be posting goofy pictures, while a more local-focused account shouldn’t be posting unrelated national news
that their members won’t necessarily care about. It’s essential that your posts match your established tone, or else it will seem strange and out of place. The next tip is more so something you should do to give yourself the best chance of maximizing success of your social media
efforts. That is take time out of your week to plan your social media posts. Weekly planning allows for well thought-out but topical posts, opposed to monthly plans. In the long run, giving yourself the opportunity to plan out your week will save you time
and stress. As mentioned earlier, scheduling your post also allows you to send out your posts at the best time for your viewers. The time that you take to plan does not need to be anything significant either. It can be anywhere from three hours every Monday, for
example, or 30 minutes every day. Ultimately, it comes down to your needs and what your schedule can allow. Many of us will not be doing social media exclusively, so it does have to fit into the rest of what we do. One of the advantages of having the extended planning session each week is that
everything is planned out and scheduled for the week. One of the downsides, however, is it can be less flexible and less in the moment. An advantage to the previously-mentioned 30 minutes every day-so a shorter session-is that you can post more up-to-date material or topical material, but this
can be stressful depending your schedule. You may not even be able to post one day because you simply ran out of time. I know it’s happened to me. The best method I have found is a mix of both. You want to have certain more important things scheduled to go out that week, but
you want to give yourself some time every day to post things that are quick and topical as your schedule allows. Above all else, remember to be yourself. Don’t be afraid to show your personality while following your tone. Be positive, happy, and very importantly don’t be
boring. Nothing turns off viewers on a social media quicker than being insulting or boring. Also, it’s important to remember that social media is a tool-not a gimmick. You can easily find examples of businesses that have used this platform flippantly and have been burned in the past for it. Take
it seriously because mistakes can take a very long time to fix. You should have fun, but also don’t forget why your account exists, and that is to help you to connect to your members. While establishing a plan and following it can be good for your efforts, also don’t become too rigid with
it. Your plan is a good fallback protection to help you in the fast-paced world of social media, but make sure that it doesn’t limit you. As with anything on the Internet, there are no hard set rules, so make sure that you’re flexible and consistently learning as you go on. Don’t be
afraid to experiment. Find out what works for you, your credit union, your members, and your account, because it’s going to be different for everybody. Social media is an exciting new frontier that is constantly evolving, and I’m really looking forward to seeing where we all take it in the future. If you have any further questions for me, please feel
free to contact me at any of the following ways that you see on your screen now, and I’ll be happy to answer them for you, as well as in our answer session later on. Thank you all very much for tuning in today. Lauren Bethea: Thanks a lot, Jeff. You provided a lot of good information for our audience. Okay. We’ve got some more social media facts that Chris is going to present to us.
Go ahead, Chris. Chris Dukes: Here’s another fast fact for you. Now, remember earlier in the presentation we mentioned what a blog was. Now, just in case you forgot, I’ll reiterate it. A blog is a website containing a writer’s own experience, observation, and opinion. Now let’s dive into some facts. There are over 200 million blogs. Thirty-four percent
of bloggers post opinions about products and brands. Seventy-eight percent of consumers trust peer recommendations. Now, you may ask why is this important to credit unions? If your consumer has a positive customer service experience, the word of mouth given through social media platforms can offer your business greater opportunities and enhance
your brand. Thanks, Lauren. Back to you. Lauren Bethea: Thanks a lot, Chris. Okay, Jeff, we’ve got a question that we’re going to present to you. Kathryn is going to read it. Kathryn Baxter: All right, Jeff. This is a very good question that we have here for you. Are you ready? Jeff Snyder: Of course. Kathryn Baxter:
Okay, so here’s what the credit union said. What is a good rule of thumb for posting frequency? They emphasized a good quality post on Facebook versus Twitter. Jeff Snyder: With Facebook you’re going to be anywhere from three to five posts a week, and that’s largely
because you can have longer posts on Facebook. Now, with Twitter, that’s a bit more-it’s called micro-blogging, and so it can be shorter posts. I would advise probably about one post a day, and really more than that will work. Really the only thing you have to worry about is
too often. Depending on your situation, Twitter, you don’t want to post more than, we’ll say ten, unless there’s a specific event, what would be called live blogging, or reporting from. With Facebook, probably about five posts a day might be a bit much. Kathryn Baxter: Okay, sounds good.
Lauren? Lauren Bethea: Okay, so in conclusion, let’s talk about some of the social media key takeaways. Let me advance the slide. Okay, so develop a social media plan in advance. Remember content
is king. Know your brand, build you brand, and stay true to your brand. Social media isn’t a fad, but a fundamental shift in the way we communicate as a society. Our speakers provided a lot of good ideas about how to begin using
social media to market credit unions, if you’re not already using social media. For those of you who are using social media, they provided a lot of good tips to enhance your social media marketing. Okay, so we’ve got some final concluding thoughts. As I mentioned earlier, you can obtain
a certificate of completion by answering all three of the poll questions and getting 12 out of the 15 quiz questions correctly. I want to share with you our upcoming webinars, our schedule for the rest of 2016. September 21st we’re going to
have a topic, High Impact Community Partnerships, October 12th-Financial Literacy, November 9th-Loan Underwriting – Back to Basics, and December 7th-Vendor Management and Due Diligence-are our topics for the remainder of this year. This next page
is just the contact information for the Office of Small Credit Unions. Feel free to send us an email or even call us if you need to. I’m going to turn it over to Kathryn. We’re going to start our question and answer session now. Kathryn Baxter: Okay. Thank you, Lauren. Let’s just reiterate,
for those that want to receive a certificate, you need to have answered two out of the three poll questions-all three of them, sorry-all three poll questions. You also need to have been on this call for 45 minutes. To receive a certificate, after you take the quiz you’ll need to answer
correctly 12 out of 15 questions. We will keep the console open so that you can take the test. When you want to print your certificate, one of the magenta icons at the bottom of your screen will show you your progress. If you’ve done everything
that I’ve mentioned, you’ll see three green lights. A green light means that you’ve completed them. The test is on the magenta one to the right. The one to its left is the one where you’ll be able to see how far you’ve progressed. It’s the one on
the left that will have the certificate at the bottom. It’s the little icon within the icon. Once you have all three green lights, you can click on that icon and print your certificate. Okay, so without further adieu, let’s warm up our speakers. I’m going to ask a general
question. This is a pretty good question I think that we have. A credit union says-let’s start with Kenzie. Kenzie has been waiting for a while, so we want to keep her honest-a credit unions says that, if they are doing something for the community or a local charity, is it okay to share that on Facebook?
Kenzie Snowden: Absolutely. Yes. That is great content for, particularly, your Facebook page. Facebook is a little bit softer. It’s more of a catch up with friends, family type of site, and that type of content would be great for your audience because it shows the softer side of your credit union. You care about your community. You’re showing
that you’re doing outreach, that you’re active in your community, which will connect with your members in the end, so absolutely. Kathryn Baxter: Okay. What about you, Jeff? What do you say? Jeff Snyder: I have to fully agree with Kenzie. It’s great content that you can put up on your social media. The one thing I would warn against
is focusing too much on yourselves. I would focus on what you did, so that it doesn’t become self-serving, because people will sniff that out. Kathryn Baxter: Okay. What about you, Ken? Kenneth Bator: Well, being originally from Chicago, I would say, if you were a client of mine and didn’t
post things that you were doing in the community and sponsorships that you were doing, I think that I would mildly verbally abuse you. Facebook, particularly, as other folks said, is perfect for those types of posts. If you’re going to give things to charity, if you’re
going to support the community, that is a great way to get the right PR is by posting that in social media. Kathryn Baxter: Okay. Now, that our audience knows that you’re a live wire, I’m going to give you the next question. This is for you, Ken. This is a question we got a couple
of times from a few credit unions. They said, “How do you handle poor reviews or angry members, or when you have-” Kenneth Bator: Great question. Kathryn Baxter: Yeah. Now, they have a second part. They said, “What about members also that ask specific account questions on Facebook?”
Kenneth Bator: The common questions are easy. You just simply reply for everybody to see that please don’t share account information via Facebook or any other social media platform, for that matter. Please call 1-800-yada, yada, yada-whatever it is, whatever your phone number is-and
we’ll be more than happy to discuss accounts information and your particular account. That’s fairly easy. On reviews, the worst thing that any business could do is ignore a bad review. Ironically, I just got a new client, about $30 million in assets. They only
have one review. It’s on Yelp, and it’s a one-out-of-five stars, and it’s negative. It’s one of those deals where the individual is obviously way off base, but even though the member or prospective member-simply put-may be wrong or misguided. It’s
important to respond publicly to that particular poor review and say something to the effect of I’m really sorry that you had a poor experience. We would love to talk about that. If you’re willing to come into one of our branches, we’ll have one of our branch managers-or
if it’s a smaller credit union, the CEO-will speak to you about that particular incident. Nine times out of ten, what happens is that particular person who wrote that bad review doesn’t say anything, which is perfect because you, in essence, got the last word coupled with the fact that all of the
other folks that would go to Yelp or Facebook and see that review will see your response and say, “Wow. This business really does care about their business. ” It actually turns it around 180 degrees and turns it into a positive, especially if you have 15 reviews and 14 of them are four
or five stars. The one-out-of-ten incident is-you may have somebody that really does have a legitimate gripe. If they want to have that conversation on Yelp or Facebook, I would reiterate and suggest, please call or come in-maybe even say, you know what?
We have a special gift for you,” or something-a key chain or a fuzzy rabbit’s foot or whatever with a logo on it-“and we’ll be happy to discuss it. ” If it truly is a legitimate gripe, you want to know about it anyway and have that discussion. Kathryn Baxter: Fantastic. I’m going to jump back to
you in one second, but I’ve got to give a question to Jeff before I bounce back to Kenzie. Jeff, are you ready for this one? We’ve got another really good question. Jeff Snyder: Oh, yeah. Kathryn Baxter: Okay. Here’s the question. The credit union says, “How would you address employees posting on their personal
pages outside of official channels things that may or may not be reflective of the credit union’s values or inline with current social media strategy?” How would you address that? Jeff Snyder: Now, this is a really tricky situation. I know many credit unions and many businesses have policies
within their employee handbook about this, but the reason it’s tricky is because, since it is on their personal account, you do get into First Amendment-y kind of areas. This is actually something I come up with before. My wife is an HR professional, and I spoke with her
about this. There are specific things that you can and cannot do. I would suggest if something like this were to happen that you look in greater detail, depending on what your state and federal laws would suggest. Kathryn Baxter:
Excellent. Excellent statement. Now, let me ask you one more question, Jeff, before I jump over to Kenzie. This is a good question too, Jeff. The credit union says, “So when posting pictures of your customers, should you ask for approval before posting
them?” Jeff Snyder: Some people do not. My personal preference is, when you post something online and they’re taking the time out of their schedule to pose for a picture with you, it’s always a good idea to ask their permission. I will even usually show them the picture before we post anything, just to get them to give
the thumbs up. It protects you in the sense that you won’t have somebody who’s angry about you posting a bad photo of them. At the same time, just it gets them more involved. Kathryn Baxter: Okay. Sounds good. Kenzie, are you ready for your question? Kenzie Snowden: Yes, ma’am. Kathryn Baxter: All right. This is a very good question too. Here’s
what the credit union wants to know. They said, “Is there an app that can link all social media into one to easily see messages or make posts to various social media sites at once?” You know about that? Kenzie Snowden: Yes, a very good question. Most social media dashboards have an associated app that you can download to
your iPad, to your smartphone, and you can pretty much track what you sent out, who is responding. You can re-tweet. You can even schedule messages into app as well, so there are a ton out there. I’d just encourage you to do a little bit of research and find something that works for you. Kathryn Baxter: Okay, so now here’s your next question, Kenzie.
Don’t go away. Remember, you mentioned Sprout Social, right? Kenzie Snowden: Yes. Kathryn Baxter: Apparently, we have a credit union that is kind of curious. They said, “Why do you prefer Sprout Social over other monitoring tools?” Kenzie Snowden: Good question. Like I said earlier, I did use Hootsuite for a little bit. It just wasn’t intuitive for me, and I just was poking around
and doing some research and I came across Sprout Social. When I started using Sprout Social I started with the free basic monitoring package, and I liked it. It was intuitive. It was colorful, because I love color. It just made sense to me. The reporting is beautiful, and they’re always available 24-7 with tech support, and they’re
easy to talk to and they explain all of the analytics and changes. I just really like Sprout Social. That’s just my preference. Kathryn Baxter: Okay. Fantastic. Now, we’re going to bounce back to Mr. Excitement. Ken, are you ready? Kenneth Bator: I’ll take that as my new nickname. Kathryn Baxter: That’s it. You can’t be Mr.
Wonderful, because someone else already has that name, so you’re Mr. Excitement. Here’s the question. Kenneth Bator: I’d rather by Mr. Excitement. Kathryn Baxter: Okay. There is a credit union that says they’re interested in getting their employees more engaged with social media. They said, “What is your philosophy
on having them engage in social media interactions during work hours,” because they’re having a problem getting their employees to engage in their social media site, period. What’s your philosophy on that? Kenneth Bator: Well, I think that you-as I alluded to
earlier-you need to choose a few people that you know are going to be diligent. I mentioned Desert Valleys as one of my clients. They have one person, and they’re a smaller credit union. I think about 10 or 11 employees. They have one person who does a number of
things and wears a number of hats, but has designated times during the day, barring obviously a credit union emergency, where she is supposed to be on the computers, supposed to be on Facebook, posting what’s approved and engaging with members. Depending upon the size of your credit
union, I would pick two or three real diligent people that you trust that have been proven at your credit union. By trust, they could even have been there for just a month but have shown you some real prowess and say, “All right, you two or three folks are responsible for engaging with our
members in social media. ” I would give them some guidelines of what to say, what not to say. Give them a pretty big bubble but a bubble nonetheless, possibly even say, “If x happens”- like a bad review and then they say something like this. Come see the CEO or come see the
operations manager, but give them some parameters. Give them some specific times during the day to post and engage and literally make it part of their job because the brand is really owned by the frontlines anyway. Kathryn Baxter: Okay. Now, you have a question that’s the exact flipside.
Are you ready for this one? Kenneth Bator: Oh, sure. Kathryn Baxter: Okay, so here’s a credit union. They said, “You know, our employees don’t have access to social media during work hours unless they use their cell phones, and they are not allowed to use their cell phones. ” Here’s the question.
“How can we encourage them to take social media home with them?” Kenneth Bator: Yeah. The answer is a much larger question. It’s not even a social media question. It’s a culture question. Okay. Why are they not allowed to use their cell phones? Why are they not allowed to have access
to social media during the day? If it’s because of where the credit union is located or if it’s in a secure area or something like that, then that’s one thing. If it’s just simply a culture of we only trust so much, and we don’t want our employees to
have that type of access, then that’s a culture question. We really ask is that hindering us in our growth because we haven’t truly engaged our employees? As I said before, our first-or not today-but in many other sessions our
first member to market to are our employees. We need to get them involved in the process. If they’re not posting via social media on their personal page, for instance-positive things about the place they work, we’ve got to ask ourselves why. I’ll even
go back and I’ll try to make this a short answer, but it’s very, very relevant. I’ll go back to one of the earlier questions of what happens if somebody posts something negative about the credit union on social media, what do we do? I think Jeff answered perfectly from a legal
HR standpoint, but from a culture team-building standpoint, one of the first things that I would ask is simply why? Why are they not involved? Why are they posting something negative? Case in point-in my book, I mention an institution who fired somebody,
gave that person a severance eventually. That individual ended up burning their work shirt on YouTube and posting it. That particular institution talked about well, what are we going to do about it legally? Are we going to ask for that severance money back? The first
question is really well, why is somebody doing or not doing something? What is it that we’re doing as a culture to make somebody that angry or that apathetic to not want to do that, because-in closing in this long answer-if people really enjoy where they work and have pride where they work, there’s not
much prodding that you need to do in order for them to talk positively about your institution, whether it be on social media or word of mouth to friends. Kathryn Baxter: Wow. That’s a lot. That was very interesting too. I’m going to pop over to- Kenneth Bator: Yeah. That will teach you to ask me questions. Kathryn Baxter: I’m
going to jump over to Jeff. Jeff, are you ready? Do you think you can follow that one? Jeff Snyder: It’s going to be tough, but I’ll try. Kathryn Baxter: This is a good one, because we’re taking for granted that everyone in our audience knows these different social network pools. The credit union wants
you to explain to them what is Linkedln? Jeff Snyder: All right, so Linkedln is-the best way you can describe it is kind of like a virtual resume for the average user. You’ll be on Linkedln. You’ll put in your work experience and examples of your portfolio-stuff
like that. Many people have used it in the past for job searches and similar things. Along with the basic resume stuff, you also are able to connect with other users who can then go to, in a sense, say, “Yes. I verify that this
person is good at this skill. ” It’s a networking and job searching site, but since then it’s also kind of evolved for many businesses as a way of putting out more high-minded pieces. If you can put out many things
that would be considered too business-y or too professional for Facebook or Twitter because those are more day-to-day usage, whereas Linkedln is kind of like a business-y Facebook. Many more CEOs and higher ups frequent that in a
business sense. I guess that’s probably the best way to put it in a long winded way-a business-y Facebook. Kathryn Baxter: It is. That sounds good to me-educational. Now, here’s another question, Jeff. The credit union said they want to know what are some
ways that they can solicit new followers? Jeff Snyder: The best way is to make great content that your current followers want to share. That’s probably the easiest way. Another great way is to do stuff outside of social media that links back to
your social media accounts. For example, if you are hosting an event, have a poster up there that says, “Hey, tweet about this event and make sure to tag us at”- and, for example, the association is at PCUA, so it would say, “Hey, follow us at @PCUA and
tweet us about how you like this event. ” That’s one way of looking outside of social media to solicit new or newer followers. Another way is on your website or blog, saying follow us on social media to get the newest updates. Aside from creating great content, looking outside of social media
is a really great way of finding new people. Kathryn Baxter: Awesome, fantastic. Now, we’re going to bounce over to Kenzie. Kenzie Snowden: All right. Kathryn Baxter: Kenzie, you ready? Kenzie Snowden: Yes. Kathryn Baxter: This is a very good question too that credit unions have had. They said, “I notice that some credit unions
use Instagram. Would you recommend posting on Instagram and, if so, how often?” Kenzie Snowden: I do recommned posting on Instagram. Instagram is-oh, it’s heaven, at least to me, anyway. I’m a visual person, and my sneaky suspicion is you’re trying to get members between the ages of 20 to 35, they’re visual people
too, so Instagram is probably where they are currently. As far as frequency of posting, I would say test and see. It’s going to be different for every credit union, every organization. You’re just going to have to see what works for your audience. To start off, I would do between two to three postings,
and then see how your engagement is and track participation and things like that. Then you can go from there and determine how often you should post. Kathryn Baxter: Awesome. Here’s another question, Kenzie. Kenzie Snowden: Okay. Yes. Kathryn Baxter: I’m going to add a little piece to this question. Kenzie Snowden: Wait a minute. Kathryn Baxter: -because I want to
know. The credit union said, “What do you think about offering videos on YouTube?” I want to know, is there another venue besides YouTube that can do the same thing? Kenzie Snowden: Okay. I think video is-from the fast facts-YouTube-we learned that YouTube is the second largest search engine right now. Then from research that I’ve seen,
they’re saying that videos are going to take over. There will be no more text. It will only be video, so we’re in that digital age right now. We’re moving towards that. I would yes. Engage on YouTube. Make sure that your videos are engaging, it’s something that your audience would
learn from. Make sure they’re short, be sure to tag them, have good descriptions, and things like that, so that people can find them easily. As far as the other venues, Kathryn, besides YouTube, there is Vimeoo. There’s Vevo. There’s multiple, multiple video platforms
out there, but YouTube is the largest. Kathryn Baxter: Okay. Sounds good. Fantastic. I learned something maybe I’ll use. You never know. I’m going to give all of our speakers an opportunity to answer one last question before we go. Here is a question for all of the
speakers. The credit union says that when you post events on Facebook, do you think it’s okay to post members-only events and, if so, how do you handle that, if you don’t want to invite everyone? Do you think that’s okay? Let’s go to Jeff first. What do you say, Jeff?
Jeff Snyder: I think it’s okay. You just have to be prepared for the possibility that someone who isn’t necessarily a member will try to join the event. It’s definitely possible, especially because you can set the privacy of an event. I do think that there
are better venues, though, for member-only events. We use Cevents here at the association. I would suggest that Facebook events are more for events that are open to everybody. Kathryn Baxter: Okay. What do you say, Ken? Kenneth Bator: I do member-only events all of
the time for the Police Officers Credit Union Association. I don’t have a problem with it at all. Whether it’s my association-or I should say our association-or your credit union or anything that you would be a member of, there’s a value from a brand standpoint of being a member. Case in
point, we’re having a member-only event in October and had a credit union that wanted to participate. I said, “Great. All you need to do is become a member, and this is how you become one. ” I see no problem with it at all. Kathryn Baxter: What do you say, Kenzie? Kenzie Snowden: I think I agree with Jeff more so.
I think there’s better venues for that. When you do member-only events, you do stand a chance of having some blowback, even if you have privacy settings in place. That information can always leak. People can screenshot. They can snip and send it around. I would just be cautious. I would err on the side of caution when using those types of tools.
Kathryn Baxter: It sounds good to me. You know, we’ve had a wonderful-we have more questions, but we’re going to make sure that all of our questions are answered. When we post the video in three weeks, you will be able to access all of the questions and the answers that we had. We’d like to give a special thank-you to our
interns. We had some fantastic interns this year—Em’mia, Stephanie, Chris-you heard from Chris-and we have CeCe sitting over here kind of quiet next to Kenzie. CeCe gave me a joke that I didn’t use, so I’m going to use it now. CeCe asked the question and she said, “Why do hummingbirds
hum?” I don’t know. The reason is because they don’t know the words. On that note, we’re going to invite you next month to our webinar on high impact community partnerships. That’s September 21st. Please join us. Thank you so much. We’re going to keep the console open so you can keep
doing the quiz. Thank you to our speakers, to Jeff, to Kenzie, and to Ken, and, of course, we already thanked Chris. We thank Franz who is our behind-the-scenes guy, and Lauren, who is our host. My name is Kathryn Baxter. I’ve been your moderator for
today’s event. So now, we want to ask all of you to have a wonderful afternoon and a great week.

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