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    September 13, 2011

    Wrong Turns in Social Media – Some Tips on Saving Yourself the Trouble


    by Jimmy Marks

    Picture yourself in a carpool situation. How comfortable can you be treating someone else’s car like your own? How far do you think you could push your carpool for spilling coffee or demanding that you pick up other people buddy before they threw you out of the car?

    I’m part of the eMarketing Association Group on LinkedIn, an interesting group with some very good topics. I’d advise you try and get in there, too, if you’re an electronic marketing type. One of the discussions I read recently that really stuck with me was one by Robert Fleming called “The Unseen/Biggest Dangers of Social Media”. Useful insights, especially with regards to some of the hidden pitfalls of online communities.

    There’s this (incorrect) idea that you can put anything on any social media network. Thing is, you can’t. If you’re not careful, you can completely alienate your audience by neglecting their attention. That, or you might get yourself thrown off the service because you violate the terms of use. Always remember, with any social media platform, you’re carpooling. You’re using THEIR infrastructure and THEIR tools and if you don’t play by the rules, you don’t get to ride with them.

    That works both ways – recently, someone tried to make the case that the best way to talk to people after a disaster is via social media. I think depending too heavily on Facebook and Twitter to get your messages out neglects the people who don’t use social media and puts too many eggs in someone else’s basket. Twitter has reduced the number of “fail whales” you’ll get in a given week and Facebook is building to accommodate its staggering scale, but they don’t owe you anything as a user – if they go down, they go down. Where are your emergency and spur-of-the-moment communiqués then?

    Many thoughts such as these go unconsidered when a business begins using social media. To get a healthy perspective and learn more about the decisions that go into a social media campaign, sign up for our learning session, “Social Media 101: It’s All About the Social” on September 20 and 21, 2011. Sit with DigitalMailer and learn what financial institutions and other businesses are using social media for and whether or not it’s making an impact.

    Click here to go to our social media page and learn more.

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    March 21, 2011

    Guess I’m Socially Inadequate…


    by Ron Daly

    [This article originally ran on the CU Soapbox]

    I got my update from DC’s “City Biz List” today (go here – good stuff!) about the most socially networked city in the nation. And guess what? It’s us! Or…it’s kind of us.

    Washington, DC is the nation’s most socially networked city. I count the surrounds as well, because I’m sure whomever did this is.

    What gives? Well the study was conducted by Men’s Health. They said:

    We started by calculating the number of Facebook and LinkedIn users per capita, followed by overall Twitter usage (NetProspex). Then we looked at traffic generated by the major social networks, including Myspace, Friendster, Reddit, and Digg (analyzed by ad network Chitika). Finally, after factoring in the percentage of households that check out chat rooms and blogs (SimplyMap), we had the results you see below. Go ahead, tell a friend.

    Most socially networked
    1 Washington, DC     A+
    2 Atlanta, GA     A+
    3 Denver, CO     A+
    4 Minneapolis, MN     A+
    5 Seattle, WA     A+
    6 San Francisco, CA     A
    7 Orlando, FL     A
    8 Austin, TX     A
    9 Boston, MA     A
    10 Salt Lake City, UT     A-

    Wow…some of those are astounding. Salt Lake City? Denver? Even DC is a little surprising to me.

    See, I have a few social media “toes” in the “water”. I’ll twitter every so often (@digitalmailer), I have my LinkedIn account (over here)…

    But that’s really all there is. I don’t Foursquare, I don’t Facebook, I don’t flickr, I don’t tumblr…If it’s a weird, misspelled word, I don’t do it.

    Something else that surprised me, how low down on the list Charlotte, NC was ( Number 21, so not bad, but still not top ten). We have an office down there with most of our tech team and they’re pretty “wired” guys. I’m going to forward them this and make them jealous, I think.

    So, the moral of all this – is your credit union based in one of the top twenty cities? You should probably be reaching out to people via social media. Check the list and get cracking.

    And if you’re in the bottom twenty? Maybe you shouldn’t be Facebooking all day long. Just a thought.

    We’ve written our share of articles on social media, both on the Soapbox and our company blog. Read through and find one to help you get started.

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    January 12, 2011

    Social Media’s Still Around…What’re You Doing About It?


    by Jimmy Marks

    Yep, I was just as surprised as you. People are still bothering with this “social media” falderal! How about that!

    What’s more impressive than social networks’ popularity is the impact they have had on the finance industry. Recently, Aite Group did a study in which 90% of the respondents said they’d have a dedicated budget for social media by 2012. That’s pretty impressive, given the sheer number of people that have no clue where to begin (that same Aite Group report found that 71% of respondents considered themselves beginners and “non-experts” when it came to social media).

    With that in mind, we thought we’d point you to some resources that might be helpful to you.

    Credit Unions Talk About Social Media [click here to view]

    This white-paper is hosted on the Kansas Credit Union Association website and has some insight from ten credit unions that are “engaged” in social media. The content and the approach to the subject is very clinical, but there is some interesting insight to be found there. Give it a read.

    5 Ways Financial Institutions Can Use Social Media* [click here to view]

    The asterisk is “Along with some fairly significant caveats”. Jeffry Pilcher of the Financial Brand wrote a hackles-raising article called “Why Social Media Is a Waste of Time for Most Banks & Credit Unions“. It made a lot of people happy and it made a lot of people angry. A blogger’s dream.

    Around one month later, Pilcher created the article mentioned above that gives five ways financial institutions can use social networking to their advantage. It’s very matter-of-fact, but maybe that’s what some FIs need. For the most part, the article discusses the practical application of the channel and the kind of self-reflection that needs to happen before an FI gets involved. Go read it.

    Here’s hoping you find something helpful in all this. DigitalMailer will happily include any links/share buttons to YOUR social media content in emails you send via the ARB. If you’re really serious about starting, we can even help you get set up! Contact your account manager or email us to talk about it.

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    October 19, 2009

    10 for ’10: The Top 10 Branding Challenges Your Credit Union Will Face Next Year


    (This story originally ran on the CU Soapbox.)

    Paul J Lucas, national marketing and branding consultant and frequent CU Journal contributor, wanted to share some thoughts on brand management for credit unions. Visit Paul’s website at pauljlucas.com,email at paul@pauljlucas.com or call (202) 320 5759 to learn more.

    Paullucasbyline

    Going into 2010, the top brand challenges for credit unions will be:

    1. Misunderstanding what a brand is and why it matters. It is important to have a brand strategy that is embraced by the entire organization. If your staff doesn’t get it you can’t expect your members to embrace your brand.

    2. Lack of understanding in the marketplace that credit unions are ideal primary financial services providers – not just a good place to get a vehicle loan. This means that credit unions must explain both the credit union concept and their own specific brand stories.

    3. Communicating that shared branching and ATM networks are competitive to the national presence of large banks. This is critical to a credit union’s ability to compete against multi-branch banks (and credit unions). Yet most members have no idea what “shared branching” means or how competitive large ATM networks are compared to many large bank systems. Do not assume members know what “shared branching” means, or how to use it.

    4. Bad advertising and marketing that obscure the brand and fail to communicate the credit union’s benefits can erode brand value.

    • Your marketing/messaging must be clear, straightforward and benefits oriented.
    • Creative does matter – effective creative gets you noticed and it clearly states the benefits of using your CU.
    • All messages must be consistent building blocks for the brand: advertising; signage; brochures; newsletters; statement messages; eLerts – every member touch point.

    5. Overemphasis on reaching new members at the expense of building more productive relationships with current members. Build brand loyalty inside-out! Your current members are the best prospects for increasing product and service penetration. That is key to building a successful, stable financial services organization

    6. Letting impatience trump consistency. Throwing together ads, products, announcements, etc. without taking time to tie them to your brand strategy is counter-productive.

    7. Constantly changing things in search of the “magic bullet.” Changing offers, ad mediums, products, etc. in search of the one magic key to prosperity is a death spiral. There are no magic bullets beyond consistency and brand clarity.

    8. Thinking business development reps will quickly and easily grow assets. Business development reps are only as good as they are managed and credit unions do not usually have experienced, effective sales managers on staff. Business development reps who are unskilled and untrained can do your Brand more harm than good.

    9. Working with a marketing budget that is too small to achieve marketing goals. Some annual marketing budget benchmarks:

    • 0.25% of assets at a minimum for small institutions.
    • 0.50% for a larger SEG, near community or small market community CUs.
    • 0.75 to 1.50% for large/urban community charter CUs.

    10. Remembering that credit unions are chartered to lend money! That requires becoming a competitive retail marketer.

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    June 4, 2009

    A Case Study: Shell FCU


    by Ron Daly

    Shell FCU recently was named business of the year by the Deer Park Chamber of Commerce. DigitalMailer wants to send its congratulations to a credit union that has set down deep roots in its community of members.

    Why are they Business of the Year? Something tells us it’s a matter of commitment.

    To The Environment:

    A look at Shell FCU’s website shows they’re big fans of a natural, eco-friendly look. At the bottom right-hand corner of their page is a logo showing their participation in the Green Business Alliance. On content pages, links to their eStatement enrollment page encourage members to “go green” with DigitalMailer’s eStatements (see below).

    To The Community:

    From Shell FCU’s press release:

    In addition to time spent at work, employees also volunteer for the credit union’s FCU “Furthering Community Unity” Team. The FCU Team consists of Shell FCU employees, members and local individuals who participate in events such as blood drives, walks, runs, food drives, Habitat for Humanity and other charitable events. In 2008, the FCU team logged over 347 hours and donated more than $8,900 to help others. As of April 2009, approximately 465 hours have already been donated.

    To Reaching and Helping Members:

    In the past year, Shell started up iLife, a service for younger members that offers incredible rates and savings programs. You can go to the iLife webpage to learn about their rates and accounts, watch user videos, read their blog, sign up for their Facebook page and follow them on Twitter.

    So congratulations, Shell – you’re setting a great example. Keep up the great work!

    Want to prove your commitment to green solutions and online innovation? Get online with DigitalMailer’s eStatements! Click here for more information.

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    May 5, 2009

    20&Change: Straighten Up and Fly Right

    Filed under: 20andChange,Credit Union News,Generation-Y Marketing — admin @ 1:48 pm

    by Jimmy Marks

    The economic crunch has really “put a hurtin‘ ” on employment. This is especially important to people in my generation, many of whom are just leaving college and need to find a job somewhere…anywhere, even. But people my age have been given a bad rap in the media – labeled as spiritless and pouty in the workplace, seen as always needing their hands held, regarded as a distraction more than an asset. As recently as a week ago, people were talking about Gen-Y as a drain on productivity and workplace efficiency (click here to read).

    From that same article:

    “Managers have reported a lot of problems associated with this – primarily that these employees have unrealistic expectations and a strong resistance toward accepting negative feedback,” he said.

    “Basically entitlement involves having an inflated view of oneself, and managers are finding that younger employees are often very resistant to anything that doesn’t involve praise and rewards,” he added.

    But this article from the Wall Street Journal actually makes Gen-Y seem…well, moderately competent and not stupid and whiny. Hooray! We’ve got at least one supporter.

    From the WSJ article:

    “Many Gen Y-ers are also becoming … ‘good workplace citizens.’ That is, rather than demanding to be catered to, they’re instead becoming prompt, dressing more appropriately, following up on obligations, and using better judgment. ‘They’re also shifting their attention from peer relationships to building rapport with managers, customers, vendors, and other decision makers…’”

    Not only are my fellow whippersnappers becoming more professional, they’re REALLY starting to take an interest in their finance management. According to this article from PlanAdviser.com, more and more Gen-Ys are asking for advice on retirement savings and benefits through work. The downturn has really taken its toll, shaking my generation lose of their false sense of entitlement and showing them that now is the time to straighten up and fly right.

    Now, the question: what will you do with this information? Because if you’re a Credit Union, one that’s touting your capacity for smart savings and money management, you need to talk up your ability and your willingness to help young folks get their lives in order. Quit with all that “We’re so dope and fly and fresh and jiggy!” talk. It’s doing you no good. Make your message clear and plain – that you’re willing to help the youngsters make smart decisions about their money and smart investments for their retirement. PNC has managed to make a go of it, signing up 20,000+ folks for its “virtual wallet”, 70% of which were Gen-Y aged (click here to read all about it). You can do this, too. Just offer a smarter, easier way to “get” finance. A smarter, more humble Gen-Y will thank you for it.

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    December 3, 2008

    Gen-Y’s using the Internet all the time (and handing ME the bill)!


    by Greg Crandell

    Read a little article from eMarketer (click here) about Gen-Y’s affinity for the internet. I wondered if this was one of those “Duh of the Week” things Ron likes to talk about (I think their first award was just given away today over at CUSoapbox.com). And then I looked at the charts that the article showed that said Gen-Y kids are using mobile communication 30% more than folks my age.

    I suppose that’s just a difference in generations. They have technology now that we just didn’t have/need/want when I was their age. And they have parents who, for whatever reason, set them up with it. Read this whitepaper for more information (click here for PDF).

    Don’t get me wrong, iPhones are sweet little pieces of machinery. They can tell you songs you’re listening to and find you a sushi restaurant and let you watch Gone with the Wind simultaneously, if you’re into that sort of thing. But they’re also pricey. So much so that some people use the iPhone as a replacement for home phones, internet service and personal computers (read the ComputerWorld article for more info). The fact that poverty is supporting 3G network growth is astonishing to me, but hey…stranger things have happened, I suppose.

    But back to young people using the Internet between 80 and 90 percent of the time. What’s to be said about that? Is it better for kids to be Twittering and Googling and Flickring and Tumblring and…anything-else-ing all day? Should they be made to pay for it on their lonesome? Is there any way to do it?

    I welcome a solution in our “comments” section, if you’ve got one.

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    October 17, 2008

    Do You Want Fries With That?


    By Ron Daly

    That question is one of the most famous examples of up-selling in American history. Today, credit union executives and marketing teams are striving to create the same up-sell message that will increase their service-per-member ratios. The fact of the matter is, credit unions are not really that good at up-selling when they are not face-to-face with the member. Until now…

    How do you seal the deal in a wireless world?

    Wikipedia defines Up-selling as a sales technique whereby a salesman attempts to have the customer purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale.

    Not too long ago a member had to walk into a branch to join, add a new service they needed or get a loan for a dream that they had. The face-to-face contact made our jobs easier to up-sell additional products or tell them what was new at the credit union.

    Not anymore. Members can now join remotely, apply for loans online, make deposits and withdrawals from free ATMs around the world and hit a shared-branch. Have you ever stopped and considered how many members actually walk into your branches? Wonder if some members even know where your branches are? Or quite possibly what a credit union really is?

    Sealing the deal in today’s wireless world is challenging credit unions. Experience has shown that credit unions are really not that good at up-selling when they are not face-to-face with the member.

    TELL US NOW: Does your credit union still rely on face-to-face up-selling as its main method of moving products to members?

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    August 5, 2008

    20 & Change: Penny-Wise, Pound-Foolish

    Filed under: 20andChange,Credit Union News,Generation-Y Marketing — admin @ 2:26 pm

    Jimmy Marks isn’t broke, but he’s badly bent.

    There are times when someone makes an over-generalization about people my age and I get my feathers up about it. It’s never good to make sweeping judgements about a group, particularly people my age – we’re all so different, so outstanding. But through personal experience, I’ve found there’s one comment about people my age that’s true: we SUCK at money.

    How much do we know? Most everyone I know gets the whole “work for your money” thing. I was a web designer for a year or so and I made some worthwhile achievements. Then I was a waiter. I’ll leave you, dear reader, to figure out which kept me comfortable and which was a job as a waiter.

    But then, there’s those around me that seem to forget about the whole “bills, taxes, interest” thing. One of my friends admitted to me that their new job was great because their work didn’t take any taxes out of their paycheck (she was technically classified as a contractor).

    “You know they’ll just hit you harder in April,” I said, having played that game before myself.

    “What happens in April?” she asked with a growing sense of concern.

    Which is why it was no surprise to me to see this article from MSN Money. It’s called “Why Generation Y is Broke“, and it presents some startling facts. For instance:

    • 68% of baby boomers are propping up their children financially
    • Average college debt: $20,000
    • Percentage of bankruptcies in the US filed by people ages 25 to 34: 22.7%

    I’ll be the first to admit – I’m not great with money, but I do know when to hang back on the spending and when to go ahead and do what I need to do. Did I get financial planning courses from my high school? Did those lovely years in college prepare me? No – I was simply lucky enough to be the son of the stingiest man in the universe.

    My dad helped me open my first checking account and told me the golden rule of money management: “If you spend all your money, I’ll kill you.” That’s a lesson that sticks with a boy of fifteen. But his guidance has meant all the difference in keeping my head above water financially. He taught me about taxes, property values, investments, assets, and personal finance.

    The MSN article asks a question: Is Gen Y dumb, or just lazy? I wouldn’t go so far as to call us lazy – or dumb, for that matter – just uninformed. A lot of people don’t get how to balance a check book or track purchases. They don’t get what compound interest means. They don’t know how to solve the little crises that pop up in life. According to the article, more and more high schools offer financial planning classes. That’s good news. I personally think that there should be a course that’s all about budgeting your money and tracking spending. People my age (and in general) hate math, but there’s a case to be made in studying practical math – “life math”, if you will. It’s not always just “credit” and “debit”. You should be taught how mortgages work and how to pick out good rates on loans. More than that, there should be a savings segment.

    Emma Johnson, the writer of the article, talks about how Gen Y is a “boomerang generation” - we come back home when we’re supposed to be moving forward. I think it’s more that we’re a generation of “yo-yos”…pardon the phrase. There were any number of articles in the past few years about “helicopter parenting” – that is, parents who hover over their children and try to oversee every facet of their children’s lives. Thus, it’s not that my generation run back toward their parents in times of financial struggle – they just don’t know anything else to do. I think the time has come to pass along a word of advice to my generation:

    1) Your parents are trying to save up for their retirement. They want to turn your room into a gym and re-do the kitchen. Quit bugging them with your money problems.

    2) Invest your money wisely. An iPhone is a toy. It is not an investment. Its value does not appreciate overtime. If the word “appreciate” doesn’t mean anything to you, you don’t deserve toys anyway.

    3) Credit cards are good. They are useful. They are practical. They also have a limit. Don’t go over. And pay them off, for crying out loud.

    4) Keep a checking account. Keep a register for it. Remember what purchases you made by writing them down in the register. Keep your statements in a binder or, if you’re so inclined, sign up for e-Statements which catalog your history.

    5 (and, perhaps, the most important)) If you don’t know what to do and you need financial planing advice, TALK TO SOMEONE AT YOUR CREDIT UNION OR BANK. They make money, too. And they do it by helping doofuses like you and I figure out what to do with our scratch. Let them help you.

    So, it’s here that I have to put up or shut up. If I don’t show that I’m following my own advice, the readers (assuming someone reads my articles besides…well, me) will storm my office with pitchforks and torches and haul me off to be tarred and feathered. So, here it is:

    THE JIMMY CHALLENGE

    I vow to start putting away a portion of my pay each month into my savings account. After six months, I’ll let you all know how much I’ve saved.

    If there’s anyone my age that wants to jump in on this challenge, let me know. I’d love to stack myself up next to some other folks who are looking to get their finances in check.

    Right now, I’ve got $5 in my Share plan. I’ll let you know how much is in there when September rolls around, and ask the people who know (CPAs, financial gurus, etc.) what’s the next step in making my money work for me. That way, when someone says people my age are a bunch of bums, I’ll be able to say “not me”.

    (PS – if there are any people out there who happen to know of programs that teach youngsters responsible spending, let me hear about it. jmarks@digitalmailer.com

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    July 9, 2008

    20 & Change: Dane Coalson’s Article on Gen-Y and Blogging

    Filed under: 20andChange,Blogging,Generation-Y Marketing — admin @ 2:22 am

    Jimmy Marks shines the light on a person who is making it easier for Credit Unions to reach new markets and expand their member base.

    Dane Coalson, Callahan Analyst and all-around swell guy, put forward this great article about Gen-Y and blogging that is well worth your time to read.

    As DigitalMailer’s “blog guy”, I always look for insights about blogging and Web Media. Dane has a lot of good insights in this article that answered a lot of my questions.

    Dane also does webinars about Gen-Y and the CU Industry, so don’t miss out on his future sessions. You can sign up for them at CreditUnions.com.

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