Download - CUMA Conference Digital Strategy
Conor Lynch
#MARKETING #STRATEGY
#DIGITALWORLD
#CUMA
Traditional marketing graduate, now a digital marketing lecturer in NUI Maynooth part-time Helped launch RaboDirect & worked for many start-ups, SMEs & brands like Coca-Cola, Meteor, Nokia, Vodafone, Toyota, Guinness & Glanbia Love sharing knowledge!
15 YEARS @ ONLINE MARKETING
94
DIGITAL NATIVES
Digital natives switch their attention between media platforms 27 times per hour, about every other minute
65% of Digital natives take their devices from room to room
with them e.g. smartphone, iPad & laptop etc.
54% of digital natives say “I prefer texting people rather than talking to them”
DIGITAL IMMIGRANTS
Digital immigrants are the generations that did not grow up with the internet and are less networked to friends, family and
former classmates online
Studies show functional online activity for low level purchases, Skype communication and are less experiential than Digital Natives
The fastest growing demographic for Facebook and other social
media are aged 50 and over
• 82% of people searching new products/services did it on their mobiles in Ireland (Google 2012)
• 50% of searches on Google are made on mobile devices
• Explosion in demand for smartphones and tablets with 1 billion Smartphones in use
• Connected devices expected to jump to 50 billion by 2022
(Sources incl. StatCounter Global Stats Nov 2012- Jan 2013)
WHY DIGITAL, SOCIAL & MOBILE?
NOT HAVING A RESPONSIVE WEB SITE IS LIKE DISCRIMINATING AGAINST PEOPLE
WITH SMARTPHONES
ACCESS EVERYWHERE 24/7/365
Bank Transfer Day was a consumer initiative calling for a voluntary switch from commercial banks to not-for-profit credit unions by
November 5, 2011. On ‘Bank Transfer Day’ at least 650,000 people had added $4.5 billion to credit union saving accounts.
CREDIT UNION CASE STUDIES
HOW CREDIT UNIONS ARE INVESTING IN DIGITAL
Digital is the platform of choice for Credit Unions in today’s competitive market and in the United States Credit Unions plan to allocate 40% of their budgets toward digital marketing efforts in 2013. This is just one of the key findings of recent research by Martini Media. Almost 60 % of marketers planned to use mobile, social media, and online video. Only 8% planned to pursue display. This revealed a sharp shift in digital spending towards more media-rich and interactively engaging digital media vehicles. Mobile channels were clearly favoured in bank and credit union marketing strategies, considering the explosion in mobile usage and mobile device development.
CREDIT UNION DIGITAL SPENDING
DATCU Credit Union, Denton, Texas, posts news clips from reputable sites such as ABC News. Clips discuss rising bank fees and low interest rates as evidence to support a switch to the credit union. California Coast Credit Union, San Diego, shares entertaining clips from members. These videos help celebrate the credit union’s brand and generate enthusiasm with young audiences. Northwest Credit Union use their Facebook page for advertising new payment plans, services, job openings and local community success stories.
CREDIT UNIONS IN USA USING SOCIAL MEDIA
“The blog - ThatsSoNorthwest.com - is arguably one of the best credit union blogs in the country. “
CREATING A COMMUNITY
MOM FRIENDLY SERVICES
Verity Credit Union, Seattle, WA, is marketing to that demographic by creating kid-friendly branches and using more female-focused language. It changed the name of its checking from “Velocity Checking” to “Cartwheel Checking” and hired part-time spokesmom to blog about her experiences with the credit unions, says marketing director Shari Storm. Verity ensured that its campaign language made the product standout to women, who on average, make 85% of the financial decisions in their families, according to she-conomy.com, a website that analyses women-focused marketing. Since it launched the mom-friendly marketing, Verity has seen the average age of its member drop by two years, a statistic that Storm says is “really hard to get down.”
Blog Targeting Moms
POP CULTURE FLAVOURED YOUTUBE VIDEO CONTENT Virginia Credit Union recently turned out two Glee-like television commercials that play up their member-oriented business with short clips that automatically put you in a good mood. Virginia Credit Union even held American Idol-like auditions, with participation exceeding what executives expected, says Glen Birch, VCU’s public relations director. So many members responded that they had to close registration and then hold auditions for two days instead of the planned one. Birch says the credit union indeed looked to American Idol and Glee, two television shows that reach a diverse and wide audience that appeals to a younger demographic, for inspiration.
Virginia Credit Union
Create a separate identity for the blog Target a specific age groups (20 to 30) Engage people with real life experiences they can relate to A social media manager keeps everything on track Social media is considered a major element of the credit union’s brand strategy Return is measured by experience standards and how the credit union’s personality is leveraged
CREDIT UNION BLOG TIPS
INVEST IN DIGITAL MARKETING
TO DRIVE SALES
CONSUMERS
The consumer is in control, well informed, well connected and with so much choice. Consumers expectations are rising and they will continue to seek user friendly products and services that simplify
their lives and add status.
Consumers seek engagement from open and transparent organisations. Consumer experience ONLINE & OFFLINE will be a
key differentiator among competitors.
Build communities and you will have new ambassadors. Connect consumers to each other and you connect them to your brand.
A digital strategy is the who, what, when, and where of listening and
responding to consumers, bridging brand experiences, iterating offerings,
and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective.
Online Ads, Social Media
Website/ CU visits, CPL
Given a Quote No. of sales / Value of
Sales (Conv. Rate, CPA)
No. of support queries
No. of Repeat Orders, LVC
Size of Community
KEY METRICS
HOW WE CAN HELP YOU WITH
DIGITAL MARKETING!
1 – DIGITAL STRATEGY 2 – DIGITAL TRAINING 3 – DIGITAL AUDITS 4 - DIGITAL CAMPAIGNS
1. DIGITAL STRATEGY TEMPLATES & WORKSHOPS
Overall it was a very
good course. I would definitely
recommend it.. Lisa Kelly
Three Mobile
We co-create a digital and social media strategy with our clients using a consultative strategy development workshop. It is proposed that the initial workshop is attended by all the management team. This strategy will inform the decisions that the team will make in the future, and will direct them in terms of campaigns, content, scheduling and platforms. We take an outside in approach to developing your digital strategy which means putting your customer at the centre of your business.
The ever-changing, fast-paced digital world we all live in is creating huge challenges and opportunities for executives and entrepreneurs. connector360 will teach you how to compete in the social media world using the latest digital channels and techniques including blogs, Facebook, Twitter, LinkedIn and YouTube, and integrating these with your existing marketing efforts. Our aim is to provide you with the practical knowledge and experience required to plan, implement and manage a comprehensive social media marketing strategy for your organisation. Clients include NUI Maynooth.
2. DIGITAL MARKETING TRAINING
We provide in-depth analysis reports of their Digital & Social Media Marketing performance. This includes your web site and social media. The report includes an Audit, Analysis & Action Plan. We also conduct Competitor Reports.
3. DIGITAL AUDITS
Our studio produces high quality websites, videos and apps your customers will love to use. We also create sharable digital content to engage your audience. • Web Development • Blog design • Digital Video • Mobile & Facebook Apps • Graphic Design
4. DIGITAL CAMPAIGNS
We create both B2C and B2B marketing strategies that work. We connect our insight and experience in campaign strategy with a strong creative edge to deliver measurable results.
Our studio produces high quality websites, videos and apps your customers will love to use. We also create sharable digital content to engage your audience.
We help you unlock the value in your digital data with specialist services like digital audits, digital listening and competitor intelligence.
Our PR expertise will get your message to the online influencers and communities you need to impress. We put your brand centre stage.
We integrate digital campaigns with offline activities for maximum impact. We connect online and offline to create memorable and sharable customer experiences.
TECHNOLOGY & CONTENT
MEDIA & PROMOTION
STRATEGY AMPLIFICATION
ACTIVATION
DATA & ANALYTICS
OUR SERVICES
We create campaigns using bought, owned and earned media that drive awareness, sales and create communities of loyal customer advocates.
CLIENTS
1 X CUMA SPECIAL PRIZE VALUE €750
FREE DIGTAL AUDIT!
+353 86 811 8833 [email protected] NDRC, Digital Exchange, Crane Street, Dublin 8, Ireland