Connecting with Your Community Through Local Social Content - Social Assurance
 
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Connecting with Your Community Through Local Social Content

May 16, 2018 10:30 am
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Relatable content is what drives social engagement. The most effective way to connect and engage with the broadest spectrum in your community is to make your content local. Join Social Assurance’s president and local content expert, Ben Pankonin, as he shares how community banks can effectively create engaging local social content. During this one-hour webinar, Ben and our content pros will discuss:

  • What works and what doesn’t
  • Crafting broad and relatable content
  • Engaging your employees in content
  • Driving organic engagement
  • Staying compliant while highlighting your community
  • Evaluating local engagement results

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Transcript

Ben Pankonin 0:18
Well, welcome to a series of webinars we are doing specifically for credit unions today, Ben with social insurance, and I am joined with Becky Voss, who is a marketing specialist with us today. And we’re going to focus on all things local in our marketing as it pertains to social. So I’m excited about this topic because I think it’s just so relevant for the credit unions that we talk to, and I’m excited to have Becky, join with us. Welcome, Becky.

Becky Voss 0:52
Hey, Ben, thanks. I’m excited to be on the call today. I love talking about social media with community financial institutions. Great opportunity for each of you who have joined us to ask some questions. You have a control panel through your GoToWebinar contact there at the bottom is a chat feature. And there’s also a questions box. So please feel free to enter your questions there. I’ll keep an eye. And we’ll make sure that Ben gets to each of the questions that you submit today.

Ben Pankonin 1:24
Awesome. Thanks, Becky. And you know, so as always, you can you can tweet to us, you know, we’ll have some people responding to things there. If you’ve got questions,

feel free to tweet out to us. We’d love engaging you with credit unions across the country as we think about what this looks like to really market into our local markets. I think it’s one of the sort of huge secrets that we have an opportunity to really win over the large institutions. And so we’re going to highlight a lot of those opportunities today because It really is a competitive advantage when we can look at a geography and say, this is really what defines our local geography. I get the opportunity to go to a lot of conferences. Sometimes I get to go to conferences in which there are people either outside of the industry, or much, much larger institutions. And I happen to be talking to one of the, one of the largest institutions in our country and their social media person, not that long ago. And as we were talking, I was asking him some questions about what they’re looking to do and how they’re doing it. And he said, You know, a lot of these community institutions, if they really woke up and realized what they could do by marketing, in their local markets, you know, it would really make things difficult for us. And I casually said to him, that’s what I’m here for. And, and so I think it’s a fun way for us to start out and really understand what it is that we can do locally. So we’ll kind of run through some of the different ways to kind of have this conversation when you talk to somebody, whether it be at a conference, or you sort of casually meeting them that we’re probably going to talk about news, weather sports, right. And so we’re going to talk about some of those things, but we’re going to talk about them strategically. And in that context of how we can market our credit unions from talking about those subjects that we sort of normally see as the watercooler types of conversations or casual conversations, but bringing those into a way that we really can be strategic in helping us to plant our flag in our local community, and make sure they know we’re here for the long term. So as we serve, think about those, one of the first things we’d like to talk about is why do we focus on local and there’s a few things that really cause us to think about that one of the first of which is Facebook’s algorithm. So as we think about what it is that Facebook value As we’re posting content, that’s one of the first things we want to think about. So for those of you who may not be managing a page regularly or or maybe you’re a little bit new to sort of managing Facebook, one of the things we want to address is that if we’re posting something out to our Facebook page, not 100% of people see that. Now, we know that to be true when we’re, when you’re looking at your friends posts, and all of a sudden, you go and visit one of your friends on social media, you could click on their profile, and maybe you were, you know, kind of looking or some people call it stalking, you’re looking at their profile, to catch up on things and then all of a sudden you start seeing more of their posts. What Facebook’s doing is they switched A number of years ago, from what we typically say, a straight feed, which would say, Hey, we’re gonna post everything of all of the places that you listen to, to saying, Hey, we’re going to filter the content Through an algorithm to determine what we think you want to see. And so one of the ways that we want to influence on Facebook is to let them know that we’re posting things that are local, that would have relevant content to the people in our local market, because that will allow us to show up more regularly in their feed. So we’re going to focus on that type of content. And then that by nature should give us more virality. The other thing is, we often think about posting local as a way to say, Oh, we just want to focus on people in this in these zip codes or things like that. We don’t have to think about social media, like we think about mail. We can actually think about it in terms of things like interests, so we can say, you know, in my local market in Lincoln, Nebraska, I knew that the fast food restaurant Everybody identifies with is a local fast food restaurant. And if I talk about a runza sandwich, people in this area know what that means. And so I can talk from what, what has been referred to as an interest graph in a really important way. And then the third way that we really want to focus on local and why it becomes really impactful is that we are supporting our communities.

And we’re finding ways that when we’re supporting our community, we can cross post, and we can have some real effectiveness. So when we talk about changes to Facebook, we’ve noticed a number of changes. And I’m not going to go into all of the things that maybe you’ve watched on TV when you saw Mark Zuckerberg slowly sipping water in front of Congress. But one of the major things that has been changed is that we’re seeing less organic results from each page. So we’re seeing less ability for your post. So quick and simple math would say that it was about 16% of your followers would see a given post. So that would mean, if you had 1000 likes of your page on Facebook, then 160, people would typically see the posts that you’re posting. Now that is dropped by less than half so, so about 80 people would see your post, if you had 100, or if you had 1000 likes, that’s kind of the simple math. And that’s one way to think about that. But that doesn’t necessarily correlate all across the board. If you’re getting a lot of engagement on your page that will get you will get more results than that. If you’re getting no engagement on your page. We’ve all maybe seen this or hopefully you’ve not experienced this before. Every once in a while I get a get a call from, from a credit union that says, you know, we hadn’t been posting on social media in a while and our page just hasn’t gotten any interactions. So we’ll go look at that page. And sure enough, there’ll be making a post, and no one will have liked it. And in reality, perhaps no one saw it. And so in that case, we typically have to revive that a little bit with some engagement. And then we also have to revive it with a little bit of paid social. So boosting a couple posts to start getting a little bit more interaction to then hopefully get more interaction down the road. So there’s a few other ways that we can, we can trick Facebook, one of those is anytime we’re adding value. So when we’re tagging other community locations when we’re taking other pages, and when we’re saying, here’s what here’s what just happened in the community, and it creates something that’s shareable, a little bit more likeable or something thing that people are engaging in, that will increase our reach on Facebook. Other ways that we can do that we can get people to what we call double opt in. That is that they would select and follow the page. So on this page, you’ll see that over here, where we can get them to actually click on the three dots and actually then go in and say, hey, I want to see notifications for this page. That’s usually a difficult ask. But some of you who are managing pages might want to see your own page a little bit more. That is one way, you can ensure that you do see what’s posted on your page. So Facebook will then rank those posts much higher. So we call that a double opt in. Now, the other thing that will we’ll want to talk about as we outline what to do in local is when we’re thinking about local, that can also mean that we’re advertising a little bit locally. So the nice thing is when we’re looking at In the local market, my ad spend can be highly targeted. We know the geography, we know what we want to do. And we can overlay some of those other things in there as well. So one of the Yeah, go ahead, Becky.

Becky Voss 10:15
Yeah, so we have a couple of questions. We’re going back two ways to improve organic results. Number one, you just mentioned tagging other local organizations. And then influencers is another thing on the list there. Can you dive into that a little bit more, maybe provide some examples of what that would look like. When I as a credit union marketer might tag another organization in my community?

Ben Pankonin 10:43
Yeah, absolutely. You know, if you’re headed out to the chamber function, or you’re headed out to a nonprofit function, or you’re supporting the local high school, or whatever that might be and I’ll show you some specific examples of posts. Later in our webinar, but all of those would be great examples where you might want to go back in and tag that other page, just to let them know that you’re supporting what it is that they’re doing. Those are, that’s great content. Obviously, we want to show our support. And they could be that, you know, we’ve got state track here this week, maybe maybe you you’ve got some people from the local high school that are headed to, to stay track or just one or things like that. Those are great opportunities to not just make the post and say, Hey, congrats, but also to say Congrats, and then tag that page, so that they know that, that you’re paying attention because they may not see that content otherwise, and that will typically inspire other likes and content. So one of the things in Facebook’s algorithm that they’re looking for, is that other people like you are engaging with Post. So, for instance, since Becky and I are friends, we also work together. So we have a number of overlap in contacts. So if I happen to like a post on Facebook, the chances of Becky having that show up in her feed, and improve the results there are relatively high. So we want to find any way we can to influence that and show Facebook, that your friends are liking this, therefore you might might like or engage with that. That’s essentially what Facebook’s looking for when they’re valuing posts that are created. So good, good questions. Yeah, I noticed that we had a number of hands raised and so hopefully we’ll get to all of those. And Becky will keep interrupting interrupting me to make sure that we get those taken care of what you’re one of the first objections we get a lot of times it particularly in working with credit unions. Is this Concept when we talk about things like influencers, and that was part of that question is, what do we do if we can’t afford to host the Superbowl at, you know, US Bank Stadium? Right. And and none of us can, right. So, so what is it? How do we combat that on a local level and get that kind of value out of it? And I think that’s one of the core things that we want to think about in the context of marketing locally, is, maybe we don’t have our logo on the big stadium downtown, or certainly the big stadium that hosted the Super Bowl. But we can do a lot to host and to promote local events that oftentimes people are more bought into. Like when I say that it was at US Bank Stadium if I had happened to have not been a Vikings fan. You know, I may not have known or realize that connection that that was US Bank Stadium. But I can tell you that I will recognize the local high school team. And I’ll recognize the local people who are doing great things when they’re supported by a local financial institution, so that can become important. So just down the street from me is University of Nebraska, Omaha. And, you know, we’re seeing some local sponsorships for things like that, where they’re engaging and seeing some good relevant content. And this was a post that I signed in my feed where they were, were first national was was focused on the hockey team. And so for those of you not from a cold weather state you you may not have noticed the hockey puck there, but they’re promoting it as as hockey being something that they’re trying to help and support. And I think that can make for really good content. Because we have interests overlaid inside of that local community. So again, one of the things that we want to do when we’re marketing local, is not just market to everybody in our local demographic, but to piece that out by interest. So that’s why I like talking about this one, because it’s hockey, which is not one of the big three, sports. Even in Nebraska. It’s not one of the big, big sports that we would talk about most, but a an institution that recognizes that, hey, there is a following in this space. And it’s worth marketing to that following. That’s where we can we can win in local space to say, hey, let’s go find everybody who is a hockey fan, and is from an area like Omaha. Well, that helps me to pare that down and say, here we go. This is a smaller, more manageable market. So again, I might not be US Bank market. Getting the Super Bowl. That’s a really expensive endeavor. But when I narrow my audience down for me to reach that audience, so if I was going to promote this post on Facebook or something like that, I could then go look for people in Omaha, who like hockey. And that becomes a much smaller audience for me to boost that post to. And then I’m not spending my advertising dollars everywhere. I’m marketing it to people who have that interest. And so again, that can really narrow the amount of dollars that I have to spend and make them a lot more targeted and hopefully a lot more effective in a market like that. So again, is go ahead and

Becky Voss 16:49
can you share with us a little bit about what we might expect to spend, whether it’s a situation like this where we might boost a post, or if we’re going to do actually place an ad what What are we looking at? How much do we have to spend to get in the game?

Ben Pankonin 17:04
Yeah, I mean, you know, I would tell people, there’s kind of there’s kind of two two strategies that are one is this sort of dipping your toe in Facebook boosting, you know, where, hey, yes, you need to be starting to spend, you know, $10 a post to start getting some some traction and activity. I always kind of equate that to, like, the postage that you would start reaching to make sure that you’re hitting that demographic. Now, you know, when you start reaching a point, if if all you’re doing is boosting to the same audience, what happens a lot of times is you might be spending that $10 for a boosted post, and you’ve been marketing to simply boost it to your page followers and their friends. I just had a friend who won his primary election yesterday and he asked me We were having coffee and he said, Well, I’ve been boosting my posts. And I said, Well, what are you doing? So Well, I’ve been promoting it. But you know, hasn’t been doing that well. And so well, what’s what have you been doing? He said, Well, I’m boosting to my page followers and their friends. And I said, Well, well, you kind of need to start looking at interests. So you start need to, you need to expand that audience. And then you need to expand probably the budget that you’re looking at, especially if that stalls out, because that means you’re marketing to the same audience. And Facebook is saying, hey, within the audience that you’re marketing to, if you’ve got 1000 likes on on social media, and we know that we can deliver that to Ben, because he’s on Facebook every day, we’ll just keep delivering that same ad for your page every day to Ben. What we’d really like to do is expand that audience and hit people who have interests in the types of activities we’re looking for. So that Where your advertising budget can increase, and you can be very effective with it. So we want to start looking at people who might be in the market for buying cars, we want to start looking for people who might be in other financial transitions in their life, maybe they’re, maybe they’re engaged to be married. And those types of markets when we start ramping that up a little bit higher, that’s where we might start looking at Pay Per Click budgets. That would be $1,000 and up per month, and it really, it’s all about just what your budget is, and then how many different types of audiences and different markets that you’re reaching. So again, local helps us to restrict the audience. But then we don’t want to just stop there and say, let’s market to everybody within our geography with the same interest. We want to start overlaying interests and things like that so that we can start getting not just zip codes, but we can get Interest later over that, if all you want to do is market to zip codes, then you know your traditional standard mail, which is kind of always been effective, that we’re really not innovating on that. But, you know, social media tools allow us to do a lot more. We also get to market based on current events, which can be really effective ways for us to make things timely, which again, also restrict our audience so that we can, we can be timely. So it could be that we’re trying to market something to like, you know, around local to show that we are local, love this post I ran across on Twitter, which indicates where Chad’s based, he says, if you really drive on snow, just pretend you’re taking your grandmother to church. There’s a platter of biscuits, two gallons of sweet tea and glass jars in the backseat. She’s wearing a new dress and holding a crock pot full of gravy. Great post, which sort of says hey, I believe If he was in the Tennessee area, you know, kind of in that borderline of just got some snow and wasn’t used to it. But I think that sort of gives us a picture as a credit union to say, we know what it’s like in our market this, this post, clearly would not have worked well, for somebody in Minnesota that used to snow.

You know, his post, had he been in Minnesota might have been a little bit more around, hey, we’re used to this kind of snow. If you’ve got someone who’s not used to it, here’s how to educate them, right? So we have to make that very different. And this is why I think social media is really exciting is that by the content of our post, we can show that we’re in touch with what’s happening locally. And those can be really effective posts to show what we’re doing. Now. As an institution, we can also say, hey, when we look at At what we’re posting, we also want to be in the context of where we’re located geographically. Like, here in Nebraska, it would probably not be a great idea for us to have a cover photo with the ocean. Unless we were talking to people about financing their vacation is same with Valley star and others where we’d say, hey, when you’re promoting content, we want to make that look as local as possible doesn’t necessarily mean that we have to take all of our own photos, just down the street. But sometimes that is the right way to do it. making those those posts and content just right out of our backyard. And here were a couple couple posts to to say, hey, when we’re framing up this photo, maybe it’s something that’s, that’s showing the weather like the one on the left, where we want to sort of capture what the temperature is, what the logo is, we want to make sure that that fits into our landscape there. And that can be an effective way to do that. Now, probably not an uncommon scene for somebody like this community state who happens to be in Wisconsin, it looks like you know, in their world marketing that local, you know, they could have probably taken this picture many times to show when it’s when it’s snowed. So wouldn’t be necessarily a super dramatic one.

But they do want to let people know that they’re open and things are things are changing, and they’re right there helping you understand from a local perspective, that’s certainly something that a national institution can’t do. They just can’t mark it in the same way that we can. So I think that’s an effective one. And I think it’s also really effective that we can show employees in those posts, so whether you know if it was a hater It’s hot weather, we’re serving ice cream outside. That’s a great post to say, hey here, here they are. But I thought it was great. When I saw patriot posting. You know, here’s a selfie with employees having fun and enjoying, you know, warmer weather, even though it was happened to be inside of a branch. In this case, those are great ways to highlight local as well. And then I think events can be really effective. Now we show this kind of one of a larger institution that happens to be a sponsor of a big team on the left. And I think that’s interesting, because we get to see, hey, here’s, you know, here’s what employees were doing, to support SMU. And I think that’s a really interesting way to see how we can promote that. We’ve got a nice logo on the bottom left. But I think on the other side, it’s saying, hey, how do we focus on these smaller institutions Those that are headed out. And how do we get some support there. So supporting a watch event in their case, they’re joining it at Buffalo Wild Wings. Now, I think bringing those together and realizing that can be great social media content, obviously, Idaho central credit, you got their logo in there sponsoring the watch party, but then that also gives them follow up social media opportunities to post from the Buffalo Wild Wings about that wash about that watch party. I think those can be really effective. I happen to go to a very small college that doesn’t have a corporate sort of, you know, financial sponsor, right. So if you wanted to market the fact that our team won the National d3 championships in basketball, your marketing alone, and that happens to be a really effective way for a lump of that school to see hey, this Is the credit union that really cares. And they cared enough to create content to maybe even go to that event, and celebrate the fact that they had some small wins. And I think those are the ways that we can really be effective because we don’t have to even spend for that. We don’t have to be the corporate banking, the sponsor of whatever school or whatever official event, we can go out and find those smaller school opportunities, and really find a strong and passionate niche in that market. So here were a couple others get Go ahead.

Becky Voss 26:37
Okay, we got a question on events. And I know you’re going to share with us about serious events here. But looking back to fun events. As a credit union marketer, I can only be stretched so thin. So what are your suggestions on helping to get these awesome community events into our social feed? How do I do that is probably A one person team? And how do I, how do I get this onto our page?

Ben Pankonin 27:05
Yeah, so

I think coordination is super critical to that. Obviously, when we start seeing ourselves as marketing, that are also community managers, I think that becomes a sort of unlocking that, that real key. So certainly, you know, we’d love to see everybody using our mobile app to do that, you know, send out that business development person, send out that person, from your team, you know, push them a notification and say, Hey, could you just upload a photo from me? You’re at the basketball event, could you take a photo of maybe if our logo happens to be there for if we are a sponsor for some reason, or if you’ve just got somebody active in the event, our team’s looking at doing a fun run here in a couple of weeks. And so, you know, we’ll certainly be out there finding a way to have our logo in that event. We’re not A sponsor of the event, we just thought it’d be fun to participate.

That’s a great opportunity where maybe, you know, some of the people who wouldn’t normally manage social will be running. But or maybe the the people who are managing social are running and they’re not able to take all of the photos, that’s still a great opportunity to have somebody else at the event, take the photo. In our case, probably one of our tech people will win the race. So he’ll have plenty of opportunity. And I can tell him to take the photos while the rest of us are huffing and puffing and coming coming in. So I think having a team like that, that says, hey, we’re all a part of social. So sending out that email to your staff and saying, Hey, is anybody headed to the fun run? Or is anybody headed to this event? Could you just make sure that you take a photo and submitted it to me, and I’ll approve it or edit the text before it gets published. I think those are are really critical. points to making sure that what we do is timely, and really supports those local events. So a couple quick tips, you know, when we’re thinking about serious events, oftentimes, I’ll have a credit union reach out to me and say, Hey, what do I do in light of this event? And I’ll say, hey, if too much time has passed, probably nothing on social media. But if it’s right in the moment, let’s make sure that we get a post out that at least acknowledges that we’re here for that event. And we are recognizing that that’s something that’s clearly important to our members. It’s clearly important to our community. So that would be something that I would say, make sure you’re timely on those. We don’t have to overthink them. But then again, if you’ve got something like this one on the left, where we say, Hey, this is something important that we want to start support and have some level of value we want to add. That can be something. So I’m not discounting the post on the right to say, hey, let’s just acknowledge it. But if we do have a way to support in the case, in the left, there’s a support fund for the wildfires, that can be a great opportunity to do that if you can rally everyone pretty quickly. But you know, it may be a two step process, where you post something like the one on the right, which is clearly posted on at 930 in the morning, like, Hey, this is what happened. Let’s, let’s post about it right away. And then maybe you follow up with something like the one on the left, where then we redirect people to an opportunity to help them gather and build things. I would also advocate like the one on the left, I would love to see more photos. I’d love to see a photo that sort of encompasses how we’re helping with that devastation. So maybe if you’ve got a visual, if you’re collecting materials in a branch or things like that, that can be a better way to do that. So maybe you’re you’re collecting canned goods or things like that, you know, taking that photo inside your branch can be a really effective way that highlights some of those. And, yeah,

Becky Voss 31:27
we have another question about posts that include other organizations. Specifically, can you give some advice about good ways to get yourself included in posts that other local local organizations are posting? So you’ve talked about us tagging or mentioning other organizations, but what about the reverse? Certainly, that would be beneficial and strategies on forming those partnerships.

Ben Pankonin 31:54
Absolutely. What you you kind of referenced the words, partnerships and I think that’s a really important word. Think about as I typically am coaching people who are managing social accounts, I will say that social accounts are always the contents always created by a person. And when we can get to know the people behind those social media accounts that can create more opportunities for sharing. So when I’m at at a conference and I run into, you know, my friend Nicole, who lives in Atlanta, I know that she’s managing the social media account for Pfizer. And so when I serve sees my content come up, it is likely that they might be sharing some of my content, because Nicole and I are friends. There are a lot of those types of opportunities for social media, where when we meet the people behind the accounts, things start to happen. My friend Michelle is made Our local food bank on social media. So when I run into her, and you know, add her on Facebook personally, and we chat about what she’s doing at the food bank, I know that we can be effective in helping to reach our local community and give back together. And she knows that we’re of like minds. She also then knows if she needs something from me, I’m really accessible. So she can text me, she can message me on social media, whatever that is, those can always be very effective. So when you can meet the people behind the social media accounts, that can be a really effective way for you in those nonprofits and those activities to get some response quickly, which I think is a great segue as we start talking about news and politics because that is really an important part about marketing in our local news cycles as well. And so no secret to our local news. There are far less journalists, then there were a few years ago, at least journalists who are working at news outlets. So if you’re in a very small town, you may have have experienced your newspaper either declining or it’s not available anymore. Or it could be a larger, you know, community like, like Becky’s in where I just recognized that a journalist a couple of days ago, tweeted out and said 33 of our journalists at the St. Louis dispatch have been let go, that’s a huge hit to these large newspapers. So what’s happened is, many of them don’t have the opportunities to post as much as they used to. So each of those journalists are asked to do more. And they’re spending less time uncovering events in the community, and more time saying, Hey, I just need to crank out a story. So that provides an opportunity for us as brands To say, Hey, we can come alongside and help those institutions that are a, you know, your local newspaper or your local TV outlet, they have less time to write the story. They also have less time to research the story. So we can help them in doing that. So by sharing news and events, so it may be that we’re sharing when the next business is going to open, if we happen to be involved in some aspect of that, you know, commercial lending opportunity or something like that. We can try to uncover that. Now, obviously, we need to be very careful. We don’t want to be the ones to break news. That’s not yet news. Even though sometimes we do get that insight, especially in lending opportunities. So we have to be careful that we’re people that are breaking it for the right reasons. But we also by sharing financial information and personal financial information, when things Change, like, like rates have started to change that provides an opportunity in a new cycle, where the local news might not be familiar with what’s happening when rates are changing. So they may not understand those implications. But if we’re there, and we’re easily accessible, the chances of us getting an interview are much higher. So building some of those relationships with your local journalists,

making sure that your credit unions following them, making sure that at times if you can, and have the time to making sure that you’re following them personally provides you that opportunity to post to them quickly. So it could be an event like this where you know where something’s growing. I could be an event like this where we’re maybe there’s, you know, a local event where you get some employees, volunteers, you know, helping veterans or it could be, you know, one like this where We’re doing a fun run or something like that, where we want to get involved, get our logo out in front of places, but also show that in this case, I loved this one from first Community Credit Union that had a large presence. They’re all showing up, they’ve got logos out in front of people, and they’re, they’re ready to run with it. So quite literally, I think that willingness to be ready to run there is really effective. I think the other side to the new cycle is saying, how do we not just tell the news, but how do we cheer for people. And so I’ve spoken at this event, a number of times, and a lot of communities have a 1 Million Cups. 1 Million Cups is an event that just shares what entrepreneurs are doing in their local community, whether they’re building some new software, whether they’re opening some new business, and it provides them a platform To share a cup of coffee with some friends, and they’re usually, you know, rather small but well attended events. I think I speak at it next week, there will probably be 50 to 100 people that are there just to understand what sorts of innovation are happening in the local community. That’s a great opportunity for your credit union to show up and just show their support for new things, new entrepreneurial ideas, and really be a cheerleader for the community. It’s an easy opportunity for social media to be posting, you know what the newest latest thing is, and it’s actually helpful to those entrepreneurs if they’re opening a small retail business, and they’re out there sharing about this over a cup of coffee with 50 to 100 people that they’re trying to hustle it and get some attraction for their business. I think that’s a great opportunity for you to come alongside and, and share that photo but share that story of that young country. foreigner and the impact that they’re having on the local community. And we don’t even have to identify whether or not that person is a member or not a member by sharing that. It implies that you care about those people in your community in a strong way. So another way that I’ll put a big caution is supporting political causes. Many of us do that, whether we’re supporting something through through kuna or things like that, or maybe you’ve got a local political candidate that you’re that you’re supporting. Now, that can be an effective tool locally. Obviously, it’s something that we have to be very careful about how we do that, because we could alienate the people who are not following that political candidate. And obviously, if we have members on both sides of that issue, that’s something that we we need to be very careful of, but I think there are certain political causes That are very unifying. And it doesn’t necessarily have to be a sort of red versus blue or things like that. When we do that, we’re usually in an alienating one side. But we can take political opportunities on things like this. So if you haven’t watched the story, it’s really a phenomenal story of this fearless girl on Wall Street. Now, you may have seen the statue, or you may have seen the impact that they’ve decided to have her stay on Wall Street. But what you may not have noticed is that

the person who financed this campaign was a financial services company, and they were hoping to do more investments in women owned businesses. And so in order to do that they had this bronze statue created of this girl standing on Wall Street opposite of the big bowl on Wall Street, and showing that she’s not afraid. And they named her the fearless girl was one of the most successful social media campaigns in the last several years. And you know, here it is funded by a financial institution who wanted to capture this vision, and be able to do more investments in women, run businesses and women in leadership. So I think when we take a political stance that has implications that can really rally a community and rally people behind an idea like that, that can be a really strong position for you and can give you some of those opportunities to really connect with a community a deep, deep wet, so really fun story, but incredibly successful campaign.

Becky Voss 41:57
And that’s a really interesting point because I think Sometimes when we think about politics, we immediately jumped to how divisive and divisive politics can be. But you’re right, there are so many opportunities out there that are truly for the greater, greater good. Still are political, but maybe a good opportunity like this to support. So I think that’s good to remember.

Ben Pankonin 42:23
Yeah, I think we were looking for those. We want to find ways to celebrate things in the community. And we want to take a stand for things that that we care about. And so if if women run businesses or women in leadership is an area that you want to focus on, that might be an area that that could could have some good implications for your credit union, connecting with the community a deeper way. But there are a lot of different types of opportunities. So I think those those can be really effective. So one of the things we want to do is we talked early in the webinar, just a little bit about influencers When we think about influencers and marketing, one of the things we want to understand is whether we’re in a community of 2000 or 2 million. There are people who are influential online in that community. And so one of the things we want to do is go find those people who are influential. So that could be that they’re, they’re active on Twitter, or they’re, they’re just active online, they have a character or personality that can influence our local market. But figuring out who those players are in your local market is one of the first things you want to identify and if you’re not really active on Twitter, or some of those things, find those people within your credit union who are and then ask them who in our local market are most influential and typically they will probably have a list and they will have a it could be somebody like in our local market. They are influential in something like Nebraska football. So if they’re influential about that, then they tend to be influential in our local market as well.

Those are the types of people that you might want to meet. So my friend Jill, who runs a community institution in Oklahoma, we were talking and she said, she said, there’s this guy in our local community, who has a few hundred thousand followers on Twitter. She said, I started following him, but I just, you know, I just wanted to meet him. So I just talked to people and said, Well, I want to meet him too. You know him, and pretty soon, she ends up running across them. And I think that’s the way we want to proceed with that. We have a few of those in our local market. We have one who just happens to be very funny online. His Twitter handle is at bad banana. He has a weird offbeat sense of humor. And he happened to be the the person who started Twitter Evan Williams. happened to be on The Late Show. And, you know, years ago when Twitter was just really starting to take a take off, David Letterman asked Evan, who should I follow on Twitter. And he said, actually, one of the funniest ones I follow is bad banana. And so sure enough, you have bad bananas popularity on Twitter group. As a result of that, he’s continued to make a career out of that sort of interaction. So in our local market, that’s a funny one that you might want to follow or connect with, or figure out if there are any ways that you might be able to work with them or invite them or include them in what your brand is doing. And if you we can include the influencers will start to get more influence in our local market. And then we mentioned a little bit of connecting with news outlets. You know, it’s individuals that do the news. You know, our local news. I will friend them on Facebook at times I will tweet them You know, I know some of them. One of our former interns is, is, is actually a local anchor. And so I will tweet to Pearson, I will, you know, I just congratulated him on some of the success that he had in his very first, you know, primary election last night, so I can connect with him in and just like you would any other friend, make sure that you’re connecting with them in the news outlets. And I think, you know, when we start to see them as real people who just happen to be doing the news, and they’re usually entry level employees during the news, you know, we typically know that in a local market, particularly, they’re going to cycle through relatively quickly. So getting to know a couple of them and then seeing who their replacements are, you know, when there is an opportunity for financial news to hit. That’s somebody we can reach out to and say, hey, I’ve got a quick story. Here’s what we’re doing, we’re opening a new branch, hey, rates just went up. I’d love to give you a couple quick tidbits. And then those are just good ways for us to stay engaged and to not have to pay, you know, huge dollars to be on TV, we can instead have that built on on relationships. So really, you know, our hope in marketing more locally, is to get deeper buy in with the people who who care about their community. And by way of that, influencing the rest of the community to end up at a credit union like yours. Do we have some other questions come in there at the end? I look like I saw a couple more.

Becky Voss 47:45
Yeah, we were able to get those questions answered throughout the webinar. Thank you, Ben, so much for sharing all of this with us. To those of you listening, we will send out an email to follow up from this webinar. We had a request for not only this Deck but also for the recording. So we’ll make sure to share that with you feel free to share this with others at your credit union who might benefit from the conversation that we had today. Or if you have other, you know, networks or contexts, we’d love to have you share that with those as well.

Ben Pankonin 48:17
Well, thank you so much for joining us today. As you mentioned, we’re going to continue doing this, if you’ve got comments on what you would like our next webinar to focus on, feel free to drop me a note. You know, my email is just Ben at social insurance calm or Becky at social insurance, calm, we’re glad to help you, you know, sort of diagram some of these latest changes with social media platforms, and there’s so much changing in this space. But we’re really here to try to help you be competitive, and to make sure that the communication you’re getting across to your members in your community are effective uses of your marketing dollars. So let us know if we can help and we’re glad to have you join with us today. Thanks again

Transcribed by https://otter.ai