Social Media Expand Touch Points
Credit unions are constantly looking for new, more efficient and effective ways to better connect with members.
Over at Credit Union ONE in Ferndale, Mich., President/CEO Gary Moody has hosted a Facebook online chat. Fans were encouraged to send in their questions in advance to be answered during the hour-long chat.
“Our strategy the first year was to build the fans,” said Purkey. “We have about 620 fans now, so with that audience we’re working on engaging them. We have Tuesday trivia and Fan Friday, where we profile one of our fans. We’re focusing on having more of a conversation. I know we’re not where we’d like to be yet but we’re slowly building relationships.”
She added that when it comes to effective communication, no channel can be disregarded so it still offers a more traditional mix that includes direct mail.
“Our fans love to hear about what we’ve got planned next, and the results of how much we were able to raise for a particular organization or how we’ve helped out this town or local neighborhood. We’re also pretty proud that we’ve consistently been ranked in the top 1% for return of the member, and most recently we were named No. 1 out of 7,441 credit unions.”
She tied a focus on building trust and relationships to the success of the $1.2 billion credit union’s auto and home loan marketing efforts in Linn County, Iowa, which is a new market entered last spring. “UICCU is a leader in automotive lending because of our aggressive rates, effective marketing and indirect relationships with many of the auto dealers in the area,” said Valentine. “UICCU is also a leader in home loans because of our competitive rates, relationships with realtors and referrals from current members.”