london, ink presents: (how) can web 2.0 help credit unions market more effectively?

NAFCU’s Strategic Growth Conference

(How) Can it Help Credit Unions Market More Effectively?

Web 2.0

www.londonink.com 2

Bob London’s Background

• Virtual VP of Marketing for growth-stage organizations: strategy, positioning, messaging, planning

• Full service marketing execution: program development & management of awareness & lead generation; creative services

• Developed strategic marketing plans for 20 NAFCU Services Corporation partners

• Virtual VP of Marketing for growth-stage organizations: strategy, positioning, messaging, planning

• Full service marketing execution: program development & management of awareness & lead generation; creative services

• Developed strategic marketing plans for 20 NAFCU Services Corporation partners

London,Ink LLCLondon,Ink LLC

Emerging, Venture-Backed Tech Firms

Emerging, Venture-Backed Tech Firms

NAFCU’s Strategic Growth Conference

Topics

• What is 'Web 2.0'?• How do you use it?• Did we skip 'Web 1.5'?• Facebook & Twitter: useful tools or

narcissistic, addictive time-fritterers?• Is Web 2.0 ready for prime-time

marketing?• What is Web 2.0 good for?

NAFCU’s Strategic Growth Conference

Marketers: Worst or best of times?“Help”

“Best of Times”

“Ball of Confusion”“Under Pressure”

“Survivor”

NAFCU’s Strategic Growth Conference

What is 'Web 2.0'? (a/k/a social media)

• Set of technologies & applications that let people interact more freely

• Transact/drag on page without refreshing

• Inexpensive distribution for your products & messages

• New ways to engage with members & prospective members—community!

• Excellent narrowcasting & micro-targeting vehicles

• Trackable, measurable

• Free!

PP

PP

RR

RR

RR

PromisePromiseRealityRealityPP

PP

NAFCU’s Strategic Growth Conference

Where are Credit Unions with Web 2.0 marketing?

Hey, let’s crowd-source a real-time, knowledge-based mash-up!

Then we can Twitter the results!

NAFCU’s Strategic Growth Conference

But first, 'Web 1.5'A “searcher’s eye view” of the world

NAFCU’s Strategic Growth Conference

Your Web site is your best marketing weapon

(after your products & services).

It’s 2009:

NAFCU’s Strategic Growth Conference

Then why are so many Credit Union sites so hard to find?

How many clicks does it take?

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...still counting...

NAFCU’s Strategic Growth Conference

...and counting...

NAFCU’s Strategic Growth Conference

The “secret code”

CLICK ON: VIEW > PAGE SOURCE

NAFCU’s Strategic Growth Conference

NAFCU’s Strategic Growth Conference

Early Credit Union uses of Web 2.0 marketing or social media

NAFCU’s Strategic Growth Conference

Early Credit Union uses of Web 2.0 marketing or social media

NAFCU’s Strategic Growth Conference

Pioneering uses of Facebook & social media—bigger investment

NAFCU’s Strategic Growth Conference

Pioneering uses of Facebook & social media

NAFCU’s Strategic Growth Conference

Twitter: Let’s listen in…1. @Jeeves_69 Do the winners get their car washed too?2 minutes ago from web in reply to Jeeves_69  

  2. Enjoyed the weather and had a nice walk around Lambeau Field over lunch.3 minutes ago from web

    3. don't respond to txt or calls you get telling you that your debit card is deactivated and asking you to

enter/say your card num. & pin24 minutes ago from web     4. @tsand skittles for desert!about 2 hours ago from web in reply to tsand    5. @tsand but without the cancer part ;)about 2 hours ago from web in reply to tsand    6. @sethwanta Hey Seth! How is the year going for you so far?about 2 hours ago from web in reply to

sethwanta    7. @Jeeves_69 Soooo, can you put in a good word for me? I could really use a "grand o gas"about

4 hours ago from web in reply to Jeeves_69    8. @JiMpiSh They had everything said about them on twitter feeding to their site...wasn't all

positive...they took it down.about 4 hours ago from web in reply to JiMpiSh    9. Reading about how things didn't go well for skittles on twitter recently.about 4 hours ago from web   

  10.@BeerLuver Thanks for the pics...recognize a few faces!11:53 AM Mar 16th from web in reply to

BeerLuver    11.@tsand eek ....not good.11:46 AM Mar 16th from web in reply to tsand    12.@Jeeves_69 I think you're getting the hang of things now! Thanks for being a XXXXXX tweep! So has

anyone won the "grand of gas" yet?11:44 AM Mar 16th from web in reply to Jeeves_69    13.Retweet WSJ article credit unions http://online.wsj.com/artic...10:12 AM Mar 16th from web     14.@gegere I really like it. The design element with the "B" is cool.10:06 AM Mar 16th from web

in reply to gegere    15.Thanks for following us Netbanker.com. Interesting article Saturday!10:01 AM Mar 16th from web     16.Trying to think of something with a little spice to put up on XXXXXX location marquis.

4:32 PM Mar 13th from web     17.Heading to the XXXXXX Annual Meeting6:10 PM Mar 12th from web     2. @JiMpiSh stop teasing....was it a "meltaway" bunny?5:59 PM Mar 12th from web in reply to JiMpiSh    3. @gegere .....and there you are!5:15 PM Mar 12th from web in reply to gegere    4. @JiMpiSh Care to share who from?4:58 PM Mar 12th from web in reply to JiMpiSh    

NAFCU’s Strategic Growth Conference

Just because…

…you can set up a Facebook page or Twitter account for free in 5 minutes, does than mean you should do it?

…your board has asked if you’re using Twitter, should you use it?

NAFCU’s Strategic Growth Conference

Observations on Value of Web 2.0 for Marketing

• Great tool for self-promotion or “personal branding”

• If you have interesting content, it’s a great distribution channel

• Reaches those already engaged• Requires a lot of content, care & feeding• ROIHTM• ROITBD

NAFCU’s Strategic Growth Conference

Observations on Value of Web 2.0 for Other Purposes

• Web 2.0 Can Harness the Power (& Wisdom) of the Marketplace– Ideas– Feedback–Research

NAFCU’s Strategic Growth Conference

Free Ads for Credit Unions,

Courtesy of NAFCU Services Corporation…

& Crowd-Sourcing

NAFCU’s Strategic Growth Conference

Web 2.0 has spawned the greatest outpouring of (free!)

idea-sharing in history

NAFCU’s Strategic Growth Conference

Web 2.0 is the best marketing pulse-taker yet invented

NAFCU’s Strategic Growth Conference

But I'm strapped!Cost-effective resources that “get” Web 2.0 & social media:

–Interns–MBA candidates–Journalism candidates–Project-based resources

NAFCU’s Strategic Growth Conference

Observations

• Web 2.0 isn’t for mainstream marketing (ROI) yet.

• Always start with a business case.• Ask yourself what else the

resources/budget can be used for.• Conquer Web 1.0 and 1.5 first!• Find and follow relevant sources of ideas,

first-hand information, data and case studies.

NAFCU’s Strategic Growth Conference

Discussion