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Advanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media Sundeep Kapur #DigitalStrategies @emailyogi @emailyogi

Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

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Page 1: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Advanced Social Media Strategies: Finding, Engaging, & Converting

Members with Social Media

Sundeep Kapur

#DigitalStrategies

@emailyogi

@emailyogi

Page 2: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Lessons from Birds…

Page 3: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Fundamentals of Social Media

1. Get more

2. Know more

3. Spread the word

4. ROI

5. Train employees

@emailyogi

Page 4: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

I have three questions

1. What works better to get members:

– Intrigue or Incentive?

2. What gift should you give your members:

- Small (Pens, Cups, Calendars)

- Medium (Gift Cards $10 - $50, Meals)

- Large (Vacation, Cars)?

3. Who should you incent:

– Employees or Members?

Page 5: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

What I am going to cover…

1. Preferences

2. Trust

3. Technology

@emailyogi

Page 6: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Impact of Social Media

Facebook: over 1.35 billion active users

Twitter: over 284 million active users (80% on Mobile)

YouTube: reaches more US adults ages 18-34 than any cable network

LinkedIn: 332 million active users

Pinterest: 70 million users (80% Women)

Instagram: more than 70 million users daily

Snapchat: 100 million monthly active users (Millennial?)

& then there is Google

@emailyogi

Page 7: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical
Page 8: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Discover Card (Bank)

@emailyogi

Page 9: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

A banking tale: ICICI Bank

India’s largest private sector bank serving over 40 million customers. Over 15 million online.

@emailyogi

Page 10: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Driving Extreme Innovation

Contactless Payments – NFC & Wave

SMS Money

Twitter Money Transfer

Payment Pilots

Biometric Security

@emailyogi

Page 11: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Delivering Extreme Engagement

@emailyogi

Page 12: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Facebook: Front Facing Engagement

Announcements & Updates

Products & Services

Testimonials

Business Development

Games & Contests

Questions & Answers

Branding & Engagement

@emailyogi

Page 13: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Facebook: Back End Research

@emailyogi

Page 14: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Google

Plus

Places

Reviews

Hangouts

Stuff

@emailyogi

Page 15: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

A few good tweets…

Page 16: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Twitter

Crisp, clean, concise

Grabbing attention

Indexing content & keywords

A/B Testing

Long tail marketing

Leveraging events

Follow strategically

@emailyogi

Page 17: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Twitter

Top 10 financial tips for new grads

Trick yourself into serving

Avoid these five tax mistakes

Banking in your pocket

Our annual meeting… #ImportantStuff

@emailyogi

Page 19: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

YouTube

Five Ways to Use YouTube Advertising, Messaging, Explanation, Branding, Content Library

Five Steps to a Winning Video Headline, Feature, Function, Benefit, CTA

Be Verbose in Tagging Immense SEM benefits

Drive Members to Landing Pages via YouTube Tell the rest of the story, Easy clicks

Leverage Content across Channels If a picture is worth a 1000 words, a good video is …

@emailyogi

Page 21: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Blog

Contextualized repository

Offer good search functionality

Leverage all “multi-media” content

Back link effectively

Connect to primary site for enhanced traffic

Keep updating, it is easy & helps

Encourage comments & interaction

@emailyogi

Page 22: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

1000 words…

@emailyogi

Page 23: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Pinterest/Pictures

Research

Pictures

Calendar

Pinning Advertising

Caption Contests

@emailyogi

Page 24: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Are you connected?

Page 25: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

LinkedIn

Brand page

Representative pages

Discussion groups

Research

Search

@emailyogi

Page 26: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

(Should you be on) Yelp?

Page 27: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Connecting Social Media Channels

Page 28: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Making a Difference…

Auto

Home

Life

Business

Lifestyle

Because they need to

get around.

A good standard of

living.

Helping them grow.

A roof over their head.

A way to care for the

family. @emailyogi

Page 29: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Creating Consumer Journeys

@emailyogi

Page 30: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

How a Consumer Buys a Car

Value of existing vehicle?

How much car can they afford?

Insurance needs?

Should I get pre-approved?

Now I can focus on the car!

@emailyogi

Page 31: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

1. Kelley Blue Book: http://www.kbb.com/ NADA Black Book: http://www.nadaguides.com/ 2. CU look up calculators: http://www.culookup.com/calculators 3. Insurance Options Basic Insurance GAP Mechanical Breakdown Debt Cancelation AD&D 4. Pre-approval auto form: https://auto-loans.wellsfargo.com/online-car-loan.html 5. It’s just about the price of the car and not the price of the loan

@emailyogi

Page 32: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Search and Social Media

• Minimize your spend via social

• Keep a tab on your competition

• Choose & leverage your key words effectively

Page 33: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Connecting Social Media to Other Digital Channels

Online

Mobile Email Social

How much does a family of four…

“The rest of the story” is on social • How we get in touch with you • How can you contact us

• It is part of our brand

@emailyogi

Page 34: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Connecting Social Media to Traditional Channels

Easy access to information

Advertising & testimonials

Discussion groups, CEO chat, user generated content

Authentication & login (Pockets*)

Thank you & follow up

Webinars: upcoming & existing library

Big data journeys

Branch ATM Call Center Direct Mail Mobile Online

@emailyogi

Page 35: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Lessons from Champions

Self Service

3 Minute Transactions

Reading Minds

Mobile Rules

CRM & Big Data

Payments

Service Excellence

From Self Service to Service Excellence…

@emailyogi

Page 36: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Three Tips on Measuring ROI

Engagement

Followers, connections, likes shares, tags, comments

Reduced Cost

Webinar vs In House

FAQ’s – Direct Mail

Increased Revenue

From to Interest to Conversion

Social Media Smarts

@emailyogi

Page 37: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Practical Steps on Building Engagement

1. Your message

2. The value of your message

3. What do you want them to do?

Evoking a Response: From Click to Conversion…

@emailyogi

Page 38: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Key Components of a Message

Text Image Video

@emailyogi

Page 39: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Creating Powerful Messaging

Create a value table

Categories: Urgent, important, informational, useful, branding, marketing, sales

Two Perspectives: CU & Member

Choose the tone based on value table

Choose the right channel to deliver message

@emailyogi

Page 40: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

What next?

What do you want them to do?

define a clear objective

measurable

Does the “landing area” look okay?

How are you going to fulfill?

How will you measure success?

What about retargeting?

@emailyogi

Page 41: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Five Types of Media

Owned

Earned

Paid

Shared

Integrated

Everything your business owns: your website, blog, and social

media pages

Any references by the media: press releases, articles and

social commentary

Media earned by your business through paid advertising

Member interaction and shares (likes, tweets, forwards) on

other media

Print, TV, or other forms of “traditional” media with references

to the digital media

Page 42: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Why do Cardinals Kiss?

@emailyogi

•How much does a family of four spend on drinks…

•How much home can you afford…

•How long before you become a millionaire..

•Intrigue Works!

Page 43: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Three Key Considerations

Segmentation:

Does age really matter?

Personalization:

How do you carry it across channels?

Branch Transformation:

Focus on people, not esthetics

@emailyogi

Page 44: Advanced Social Media Strategies - CUNA CouncilsAdvanced Social Media Strategies: Finding, Engaging, & Converting Members with Social Media ... Social Media Smarts @emailyogi . Practical

Key Takeaways

Where are your consumers?

How do you get your people to connect digitally?

Do you know what they want?

Can you build a consumer journey?

How do you staff for success?

user generated content

organizational structure

The Yogi Knows

@emailyogi