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Speaker: Andrea Parrish
A social media marketing strategy is the first step to success, which is why this session kicks of the school. The strategy should guide your actions on social media and evaluate success. The more specific your strategy is, the more effective your execution and metrics will be. You need to understand your audience and competition. Social listening, a content calendar and audits should be a part of your plan. And most of all, you need to set realistic goals that align with organizational goals and measure efforts, or you'll never be able to prove what an outstanding job you're doing to your boss. And let's be real, many bosses don't know why social media matters or how it generates ROI, so it's your job to show them.
Speaker: Andrea Parrish (and You)
Conference attendees often give feedback that there's not enough facilitated networking time to share ideas and learn from peers; enter the campfire session. A campfire session begins a lot like a traditional one, with a stellar speaker (that's Andrea), presenting on an idea to a group of people (that's you). Quickly, though, the focus shifts from the presenter to the audience (you again). For the rest of the time, Andrea becomes the facilitator, and you become the presenter of ideas to your peers. Campfire sessions allow you to drive your own learning, while sharing experiences in a comfortable setting and leveling up your networking game.
Come prepared to answer the question: “What great idea in digital marketing did your credit union implement this year, and how did you show results?” This is your time to brag, as well as stock up on ideas to help you beef up your digital strategy.
Studies have shown that word-of-mouth is some of the best marketing out there - and 85% of consumers trust what they find online as much as a personal recommendation. What is found online about your credit union on social media, review websites, forums, and more can make or break trust. This session will discuss how you can find, manage, and boost your online reputation so you're not caught with your digital pants down when the next controversy or crisis hits.
Speaker: Gary French
Promoting your posts on social media can increase your reach among a specific target market and drive actionable results for campaigns. We will explore what type of content makes most sense to promote across your channels, how to target the right people, and explore the various creative options to consider for Facebook, Instagram, Twitter and LinkedIn. We'll also discuss what's new with Facebook and how to write copy and creative that passes through their ad policies. Lastly, we will discuss options for tracking success with advertising pixels, custom conversions and reporting.
Cisco's Index Report predicts that video will account for 78% of internet traffic by 2021. So how do you create great content that won't get lost in the mix and doesn't cost a fortune? You don't need a fancy camera and high-end lighting to create top-notch social media videos. What you do need is understanding of the basics, and a realistic approach to what you can accomplish with what you have or by making a minor investment. During this session, we'll discuss ways to create better, faster or cheaper video content than what you're currently doing.
Speaker: Patrick Trayes
Google Analytics allows financial marketers to better understand how their website visitors are engaging with campaigns and content, but it can be difficult to know where to start. Knowing how to effectively monitor your digital successes and shortcomings makes it easier to decide which digital ad platforms are driving engagement and where to allocate your marketing budget. Therefore, knowing how to best use the features in your Google Analytics platform is key. Google Analytics helps you know where your visitors are coming from, which pages they are viewing, and how they are leaving your site. With some extra setup, it can tell you which pages are receiving actionable clicks, and even track activity onto third-party websites. Knowing how to navigate Google Analytics, and the accompanying tools like Google Ads and Tag Manager, is a key factor in tracking ROI on your digital marketing strategy. In short, you should be making decisions based on data, and this session will help you accomplish just that.
*This session will be geared to those currently using Google Analytics, who might describe themselves as novice or intermediate users. Beginners, or those novice or intermediate users who want a refresh to be sure they're up to speed, should attend the pre-conference session on Sunday. If you're not sure, we recommend opting in for a refresh so the rest of the week is a positive learning experience.
Speaker: Michelle Brown
Most credit unions know how important SEO is but may not be sure how to make it a priority or resource for it. This session will dive into key SEO concepts and terminology, SEO best practices during a site redesign, the relationship between SEO and content planning, ongoing SEO management and resourcing, and how to measure success. You'll walk away with the understanding of the importance of SEO, the local competitive opportunity, and a skillset to work better with your in-house or outsourced team to maximize SEO success.
At this point, we'll be more than half way through a jam-packed week of learning. By request from past attendees, we'll pause for a panel Q&A session and allow you to drive the learning during this interactive session. You'll be able to submit questions in advance, as well as ask impromptu questions.
Speaker: Ken Wanek
Consumers rate shop; that will never change. The digital world just makes it easier. Most consumers check multiple competitors and seek out third party research or validation before they decide to move forward with major financial decisions. They make decisions online before they ever talking with your personal banker or loan officer. So how do you use rate shopping to your favor? This session will show you how to use data to prove your competitive superiority and keep members on your site so they do not need to shop around.
Speakers: Gary French
Enhance your understanding of online advertising by learning about the most popular digital tools available. This session will help you understand free tools including Google My Business, Search Console, and Keyword Planner, and paid ad platforms including Google Ads, YouTube and various Display options. During this session we'll talk about how to choose the right platforms to reach the right audience and achieve your campaign goals.
Speakers: Patrick Trayes and Michelle Brown
Planning successful digital campaigns requires careful planning of many integrated tactics. Gone are the days where you do a media buy, create a webpage and hope it works. During this session, you will learn what types of ads work in each digital channel, and how to connect your online and traditional advertising into a surround-sound, powerful campaign. Working in groups, you will come away from this session knowing what it takes to pull off a successful digital campaign so you can focus your time and resources appropriately.
Speaker: Mike Bartoo
Marketing automation is a tactical practice that allows credit unions to nurture leads or engage current members with highly personalized, useful content - the key words being “personalize” and “useful”. Anything else and your members may feel like your email marketing is really just spam. Gone are the days of sending general, one-size-fits-all email newsletters. Using automation triggers to run targeted email campaigns or simply engage with members at the right times is a practice that should be a part of your digital strategy. It can show members that you're paying attention to their needs, and want to help at the right times, even in times when they didn't know they needed help. During this session, we'll discuss a few of the workflows that work best for credit union marketers, as well as best practices for marketing automation.
As a marketer, you spend a lot of time and money trying to bring in new members. Depending on which report you look at, it's widely known that it costs 7-10 times more to acquire a member than it does to retain them. We'll spend a lot of time this week talking about using data and digital marketing to bring in and retain members. As a contrast, this session will talk about using data to predict when a member is potentially on their way out the door. We'll discuss what a member churn analysis is, and how it can identify triggers that pinpoint which members have the highest chances of either leaving your credit union, or moving to a less profitable relationship.
Speaker: Patrick Treyes
Proving the worth of your marketing efforts is important, and if you're still relying on metrics like impressions, CTR, likes and shares, then you're going to have a tough time measuring ROI. With all of the available data that can be found and unlocked through Google and Facebook, plus in-house platforms like your core data system, online banking, and card processing systems, where is the best place to start? How do you narrow all of this down to a dashboard of metrics that you can provide to your executive management team and board to help prove the ROI of digital marketing? This topic is highly subjective as everyone's goals and digital marketing efforts will differ. But this session will discuss best practices and suggestions of metrics that can help you prove the worth of your digital marketing efforts. You'll walk away with actionable ideas to create or improve your dashboard.
Speakers: Andrea Parrish & Speaker Panel
Attending a training event like CUNA Digital Marketing School is only beneficial if you walk away with actionable items that can help you improve the digital marketing efforts at your credit union. During this session, you'll work in groups to identify your list of actions that can be implemented within the next 6 months, as well as longer-term actions that may require further consideration or budgetary approval. Each group will share their top short- and long-term takeaway, allowing you to compile a complete list of actionable takeaways that will help you develop an action plan that's specific to the needs of your credit union. You'll also hear from our speakers as they share their own final insights on what they deem to be key items to include in your action plan, as well as digital marketing trends to keep on your radar for future planning.
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Credit Union National Association is the most influential financial services trade association and the only national association that advocates on behalf of all of America's credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.
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