Strategic Marketing 2 - CUNA CouncilsStrategic Marketing 2.0 Integrating Content, Engagement and...

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Strategic Marketing 2.0Integrating Content, Engagement and Social Media

Strategies into Your Marketing Plan


Driving you to embrace change, think big, and build value.

HILARY A. REEDFOUNDER/CHIEF STRATEGY OFFICER


Definition of Marketing Strategy

Leveraging marketing concepts and research to better influence the outcomes of your marketing efforts while

allocating resources to exploit your competitive advantages (as determined by your credit union’s strategic plan).


1. EXECUTIVE SUMMARY

2. SITUATION ANALYSIS

3. TARGET MARKET

5. MARKETING GOALS & OBJECTIVES

6. MEDIA PLAN & DELIVERY CHANNELS

4. CONSUMER SEGMENT ANALYSIS

7. METRICS & TRACKING

STRATEGIC MARKETING PLAN

7. APPENDIX #1: SOCIAL MEDIA STRATEGY

7. APPENDIX #2: CONTENT MARKETING STRATEGY

7. APPENDIX #3: MEMBER ENGAGEMENT STRATEGY


Definition of an IntegratedMarketing Strategy

Creating a unified, multi-level marketing plan that clearly aligns with organizational objectives and details how each

marketing effort will help achieve these goals.


Be sure that your budget includes provisions for

subsequent plan integration.

BudgetDetermine the level of

necessity of subsequent plans to be integrated into Marketing Strategy.

NecessityObtain approval of your Strategic Marketing Plan

from all necessary parties.

Plan Approval

BEFORE INTEGRATION

A common reason a marketing strategy fails is due to lack of buy-in


Social Media Strategy

Content Marketing Strategy

Brand Strategy

Member Engagement Strategy

WHAT TO INTEGRATE


Craft your Social Media Plan in 5 Steps:

How can a social media strategy help your creditunion achieve strategic goals?

Put together a comprehensive plan that detailshow and why social media should be animportant piece of the over all strategicmarketing puzzle.

S.M.A.R.T.GOALS

SOCIAL MEDIASTRATEGY

SOCIALMEDIAAUDIT

CONTENTPLAN

MEASURE REFINE


Establish

S.M.A.R.T. Goals

Goal #1:

Goal #2:

Goal #3:

S.M.A.R.T. GOALS

Goal #4:

Goal #5:

Goal #6:

● Make your goals specific, measurable, attainable, relevant and time-bound ● Avoid goals that focus on vanity metrics such as

Followers.● Align social media goals with organizational and

marketing goals (i.e. sales, lending, membership, etc.)

PROTIPS


• Increase organic loans

by 7%

• Generate $56,000,000 in

used auto loans

• Increase credit card

balances by $25,000,000

• Achieve products per

household ratio of 2.59

• Increase number of click-throughs to

website by 25%

• Produce and post 1 valuable article or

video per week

• Achieve a minimum reach of 500 per

article or video

• Increase social engagement by 50%

CU STRATEGIC GOALSTRATEGIC MARKETING GOAL SOCIAL MEDIA GOAL

CREATE A CLEAR, LOGICAL PATH


GOAL INTEGRATION

Marketing Goals

Sales

Word of Mouth

Thought Leadership

Leads

Brand Awareness

Social Goals

Conversion

Shares, Likes, Retweets

Consumption

Actions

Reach

CU Goals

Loan Growth

Membership Growth

Asset Growth

ROA

Efficiency


Social Media Sites

URL Followers Last Activity Date Action

SOCIAL MEDIA AUDIT Simple Evaluation

Take an inventory of all social media profiles representing your credit union


Take an inventory of all social media profilesrepresenting your credit union

Search and note all official and unofficial pages representingyour credit union including fan pages, rogue employeeaccounts, and poser accounts

SOCIAL MEDIA AUDIT In Depth Evaluation

Evaluate the needs for each social media profile and create a mission statement for each.

Make sure all your accounts are on brand. Proper profile photo, cover photo, icons, bios, descriptions.


# of Respondents

Average Age

% Male

% Female % on

Facebook% on

Twitter % on LinkedIn % on Other

SOCIAL MEDIA AUDITSurvey Your Members

Distribute member surveys in-branch, via email, within online banking, and on social media


SOCIAL MEDIA AUDITCompetitive Analysis

Compare your competitors’ social footprint and content against your own.

Look at what type of content they are creating, how often they are sharing it, and what influencers they are interacting with

Competitor Social Profiles Strengths Weaknesses Content That Resonates


We will consider consolidating the following accounts to simplify our social presence:

Make recommendations to improve your creditunion’s social media presence.

SOCIAL MEDIA AUDITPost-Audit Observations

The gaps in our social presence based on member survey and competitor analysis are:

Key takeaways learned from competition that we can apply to our credit union are:

Recommendations Observations

Accounts to Consolidate

Social Media Gaps

CompetitiveTakeaways


Craft your Content Strategy in 4 steps:

How can a content strategy help your credit unionachieve strategic goals?

A content strategy will help facilitateconversations across all channels, giving membersthe confidence to take the next step in thepurchase funnel.

CONTENTMIX

CONTENTSTRATEGY-DIGITAL- POST

FREQUENCYEDITORIALCALENDAR

CONTENTREPOSITORY

MEMBERPERSONAS


Content

Mix

Use the social media content rule of thirds:The social media content rule of thirds states that your contentshould be broken down into three equal categories, “Promote,Engage, and Share.”


Post

Frequency

How many times per day/week/month?

3-5x per day 1-3x per day

Daily Social Frequency


Post

Frequency


Editorial

Calendar

Why use a content editorial calendar?Allows you to organize ideas, see a month inadvance, and adjust your content strategy on the go.


Content

Repository

• Save time

• Stay relevant


Content

Repository

Social Media Channel

Top Performing Content

Lowest Performing Content

Action Required

Measure Your Content’s Success

• Align your content with your marketing objectives

• Use tools like Facebook Insights & Google Analytics (who, when, and how

many people are viewing and interacting) to determine success of content


MEMBERPERSONAS

Represents actual members and consumersBased on both independent and market research, insights from youractual member database (surveys, focus groups, MCIF) combined withindustry trends.


FULL-TIME STUDENT

GEN Y STUDENT

NURSE

GEN X MOM

RETIRED ARCHITECT

RETIRED BOOMER

OFFICE MANAGER

YOUNG WORKING MOTHER

COFFEE SHOP OWNER

MILLENNIALENTREPRENEUR

FINANCIALGood at saving, dabbles in stocks, rate shopper,

pays bills on time.

LIFESTYLEReads newspaper,

boating, travel overseas, married with adult

chidren.

FINANCIALDaycare bills, auto loan, significant savings, joint

checking w/ husband

LIFESTYLEMarried, young children, enjoys cooking, home

decorating.

FINANCIALPaying college tuition, ready to retire, avoids

credit card debt.

LIFESTYLEFacebook user, watches

CNN, reads novels, exercises regularly,

divorced.

FINANCIALBusiness loan, student

loans, no mortgage, paycheck to paycheck

LIFESTYLEIG user, saving for a

house, self employed,avid hiker

FINANCIALPart-time job, lives with

parents, pays car insurance

LIFESTYLEHigh school basketball, weekends with friends,

GPA 3.0

CONSUMER PERSONAS


TOOLS


INTEGRATION TOOLS

HubspotExcel

BuzzSumo

CONTENT CALENDAR

CoScheduleHubspotFeedly

OktopostSlideShare

CONTENT REPOSITORY

Social Oomph | Automates Evergreen ContentIFTTT | Automate Triggered Events

PostPlanner | FB Page ManagementBuffer | Post Scheduler

Hootsuite | Social Media ManagerZapier | Individual Automated Tasks

AUTOMATION TOOLS


Social CloutCyfeSwix

Authority LabsGoogle Alerts

Google Analytics

METRICS & MONITORING

FreedcampInsightly

ZohoBasecamp

Microsoft ProjectTodoist

Mavenlink

PROJECT MANAGEMENT

GoogleNielsonMCIF

CensusHubspot

HootsuiteCoSchedule

RESEARCH

INTEGRATION TOOLS


35% 10% 15% 40%

Social Media Content Engagement Experience

Advertising, content creation, software

Content creation and curation, printing of content

Sales tools, training, software, incentives

Surveys, efficiencies, hardware

BUDGETINGDetermine budget allocation integrated strategies


QUESTIONS?


(267) 981-6669

[email protected]

Hilary_Reed

www.empower-strategies.com

HILARY A. REEDFounder & Chief Strategy Officer

Date post:	19-Jun-2020
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