Generations, Connections, Stories

A co-worker was seeking a speaker to fill a conference slot. The names she was considering were new to me. I did a Google search to see what their footprint would tell me about them. (What would a Google search say about you? I digress, that’s a different story.) In addition to seeing how active the individuals were in the credit union movement, I found Twitter and LinkedIn profiles. Connections were made.

Josh Allison, CUDE, was selected to fill the presentation slot. I looked forward to meeting him and having a chance to visit at the conference. Our Twitter connection already “broke the ice”.

Based on our conversations, Josh recommended a book he thought I'd be interested in. He was spot on. We discussed the book. We communicate via Facebook, Twitter, email, list serves, talk on the phone, and in person when we have the opportunity. With each connection, our relationship grows. With different knowledge, experience, and passions, we have opportunities to mentor each other.

Different Generations/Perspectives + Shared Passions = Opportunities to Make a Difference

Fast Forward…Clearing out the inbox on a Friday afternoon, I came across an email Josh sent out through the Credit Union Development Educator (CUDE) list serve. With his permission, I’m sharing his story with you:

Good afternoon DE network.

This week, I was watching a variety of www.Bizkids.com videos for an educational project we are working on. I was watching the episode on Social Entrepreneurship. As I watched, the video clips would highlight young adults who had started community nonprofits. They would share why they started their respective nonprofit organization, their socially minded business, or the cause they chose to champion. Causes that included TayBear, Richards Rwanda and Room to Read.

A reoccurring theme ran through all of these videos.

They told a story.

Not any story. Their story. They explained why they took up this cause, and what moved and impacted them. They didn’t tell me about the tax write off I would receive if I donated, who I make the check payable to, or ask how much I could spare? They simply asked for me to listen…and then passionately shared… Recently, I re-watched the powerful story from Jessica Jackley, the founder of Kiva.

Same thing.

She didn’t ask for donations, for people to join her, or to support her and Kiva…she simply shared her experience working with poverty. She shared the need she saw, the emotion she felt and the compassion that compelled her to found Kiva. And it compelled me, too. Then, I jumped on my favorite social site: Facebook. At the end of each page, Facebook politely asks me if I want to see more “stories”.

And I do.

I scan for stories, not sales pitches. Not ads. Not organizations or individuals interested in useless self-promotion. I scan and read, looking for the stories of people I know, hoping to better understand and know them deeper. We crave authenticity…

So, here’s my question: do we have an authentic story to share? I believe we do. When our members come into our credit unions, do they understand who we are, what wedid and what we do? Do they know our story?

More importantly, do we?

Are we sharing authentic stories or selling? Have we resigned ourselves to simply compete on product, price, promotion and place? I wonder, what if we stopped selling with the four P’s and started first with sharing just one: Purpose.

If you’re successfully sharing your authentic story, I’d love to hear from you!

Josh Allison, CUDE

Well said Josh!

VIVA LAS VEGAS!

Is your credit union sexy? Uh oh - I said sexy...

But I'm talking about the exciting, appealing, glamorous, and trendy kind of sexy.

Learning & Sharing Together - Positioning Forward

Higher education inspires us to strive for the insights that yield intelligence and personal significance.  And here we are learning and sharing together – not about what we think we know, but mining for knowledge we don’t yet possess.  It’s this ambition that broadens the gap between you, your goals, and everyone else. This is your time.

Brian Solis, Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

Is the elevator pitch, as we know it, dead?

Is the elevator pitch, as we know it, dead?

Guest post by Julie R. Ferguson

This question needs to be asked by everyone representing your credit union. First impressions are critical! And, now, more than ever, new media is driving the process.

Growing Your Business through Insights & Targets

Highlights as Denise Wymore prepares for her “Psychographic Approach to Marketing” breakout session at the 2010 Marketing & Business Development Conference, October 8 in Austin.

Connecting the Dots!

Email rock star, Greg Cangialosi, President & CEO of Blue Sky Factory, part of stellar conference line up.

Does Social Media Work for CUs? Let�s find out

A lot of credit unions are wrestling with the business case for social media. Others are adventuring out into the social media arena, looking to see what makes best sense for their business strategies.

Filene Research Institute has launched "groundbreaking research regarding the quantifiable impact of social media marketing strategies."

Can you make a commitment of about two hours over the next year to complete one survey per quarter regarding your marketing activities?

"The results of the year-long research will produce a statistically tested way to predict changes in membership and products per member (or, member share) based on social media activities."

"In plain English: If you keep wondering whether social media is just hype or an effective marketing tactic, this is your chance to find out. We want you and many other credit unions to participate because more responses make for better analysis. In return for your participation, we will provide you with the results of the research. Even if you are not using social media, we would like you to participate."

Credit unions have been built around people helping people. Working together is the best way for us to position credit unions forward. Hoping you make the commitment to be part of this timely project!

Your Brand Speaks Volumes – Who Does It Say That You Are?

Marketing To Do List:

☑ Update logo
☑ New, slick, promotional pieces
☑ Marketing campaign approved and ready to launch

But wait, there’s more. When it comes to branding and image, ask yourself:

• Does the campaign support your credit union vision? Mission?
• Is your message consistent?
• Will your member experience match your message?
• Have you let your credit union staff know about you’re about to launch?
• Are the employees trained on the essential skills? Up to date on the featured product or service?

Branding goes well beyond marketing. As Mark Arnold passionately puts it, “branding is more than just changing a few brochures or the look of a newsletter. Much more. A true comprehensive branding program takes years to develop and impacts the entire organization. Your credit union doesn’t just “do” branding one year and mark it off its “to do” list. Your credit union must “live” the brand every day.”

Mark Arnold is teaching a full day course this summer at Southwest CUNA Management School on Advanced Branding. Limited seats available to help you further explore and expand your knowledge about branding.

Building a Lasting Brand: Advanced Branding for Credit Unions
Mark Arnold, CCUE July 20 (8:30 am – 4:30 pm)

Mark speaks from first-hand experience when he covers:

• Maintaining Brand Consistency
• Lovemarks & Emotional Branding
• Gaining Staff Buy-In
• Brand Leadership in the 21st Century

Having led his credit union through a name change and ongoing branding efforts, Mark provides practical information on what to and not to do with your credit union’s brand.

If you’re looking to develop your team or enhance your skills, plan to spend July 20 (8:30 am - 4:30 pm) on the TCU campus (Lupton-Brown University Union) with Mark and the SCMS Class of 2011. Limited seating available on a day rate. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.

You do not have to be an alumnus or have a student currently enrolled to take advantage of the opportunity to attend individual classes.

Be Strategic About Social Media: Find Your People, Join the Conversation

Social media, however you define it, is a changing environment. Regardless of what you call it, think about it, or the tools you use, it’s out there. And yes, the tools change. It’s not about the tools. It is about the people, relationships, value, authenticity, and conversation. It’s about growing your business and serving your community.

Make a strategic decision.

• If customers/members and potential customers/members are having a conversation which relates to your products and services, it’s in your best interest to be part of the conversation. Find out where the conversations are occurring. If they are at the local business club monthly meeting, show up. If they are on Facebook or Twitter, listen, share, and interact.
• If they are not talking about your credit union, products, or services online, no worries. Or not? Have you provided products and services worth bragging about? Has your competitor? Have your service levels slipped? Your products fallen behind the times? Do you want to know what people think? Look, listen, and learn. Be strategic about whether or not social media makes sense for your credit union and market.

If you make the strategic decision to incorporate social media into your marketing and business development plan, be strategic about what you do.

• Don’t set up a credit union Facebook page just because someone else did.
• Twitter is not a 140 character commercial. It’s a place to help people find connections, learn about cool stuff/resources, and know more about your credit union and what you have to offer. Select the tool or tools best suited for your team and your members.

Southwest CUNA Management School has two courses this summer with limited seats available to help you further explore and expand your knowledge about social media.

Social Media I: Getting Acquainted
Dr. George Low - Texas Christian University (TCU)
July 20 (1-4:30 pm) with 1st Year Students

Social-networking websites such as MySpace, Facebook, and LinkedIn have seen unprecedented growth in recent years. Consumers are creating their own content on blogs, YouTube, and are rating products and services on message boards and other sites, presenting unique challenges and opportunities for marketers to use these social media to communicate with current and potential customers, and to build lasting relationships with them. The objective of this course is to give students valuable knowledge and skills needed to take advantage of these powerful social marketing tools. Teaching/learning methods will include class discussions of current trends and issues, mini case studies, and the sharing of experiences, ideas, and best practices in using social media as part of a broader strategic, integrated, marketing communications effort in the credit union industry.

Social Media: Let’s Get Strategic
Amanda Vega – Amanda Vega Consulting
July 19 (1-4:30 pm) with 2nd Year Students

You’ve heard about social media, have been dabbling on your own, or have incorporated elements of social media at the credit union. How do you advance to the next level? It’s time to get strategic with Amanda Vega, Amanda Vega Consulting. In this open discussion that is part information and part hands-on learning, plan to explore and discuss:

• What are the challenges and successes associated with social media in the credit union industry and who ultimately owns it?
• Advanced uses and tools in social media to help you get to the next level (comment marketing anyone?).
• The executive team isn’t buying into this marketing activity or simply doesn’t “get it.” – now what? How to and ensure buy-in from the decision makers
• New research on tracking, monetization and the like (a Facebook fan is worth more than $138) and the new tools that are out there to help quantify these efforts.
• Social media compliance, regulation, and policy tips
• Taking your social media to the next level, communication as a whole, arming you with real information and engagement suggestions.

If you’re looking to develop your team or enhance your skills, plan to join us on the TCU campus (Lupton-Brown University Union). Limited seating available on a day rate. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.

Credit Union Lending Trends, Challenges & Innovations

It’s tough out there!

“Overall loan demand softened during the reporting period. There is more commercial and industrial loan activity in the pipeline but consumer loan demand outside of credit cards remains sluggish. Contacts report that they are turning down many potential mortgage borrowers due to poor credit. Credit standards remain tight and loan pricing is unchanged. Some contacts reported an increased inflow of deposits, which they attributed to the unease arising from recent stock market volatility. Although contacts are relieved that the Federal Reserve will retain regulatory oversight over state member banks, there continues to be concern regarding other impending regulation changes. The outlook is slightly optimistic with some concern about the impact of the Greek credit crisis.”
Source: The Beige Book, Federal Reserve Districts, Eleventh District – Dallas, June 9, 2010

According to CUNA’s 2010-2011 E-scan, “Credit union members demonstrated little appetite for additional debt in 2009, resulting in a meager 1% rise in credit union loan balances – the smallest gain since 1943.” Loans are out there for the financial service providers who are positioned to capture the business. Are you and your team on top of lending trends? Is your credit union ready and positioned to put new loans on the books? Have you considered various scenarios and mapped out plans to position forward? On July 14, Larry Biernacki, President & CEO, Arkansas FCU, will share with Southwest CUNA Management School students and guests from his extensive lending background, discussing such areas as:

• What’s Going on in Lending Land?
• Challenges in Current Rate Environment
  • Production Concerns
  • Margin Issues
  • What If/Can You Run Out of Money?

Strategic Products for Building & Deepening Member Relationships

Manufactured Housing

If you’re looking to develop your team or enhance your skills, plan to spend July 14 (1:00 pm – 4:30 pm) on the TCU campus (Lupton-Brown University Union) with Larry and the SCMS Class of 2011. Limited seating available on a day rate. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.