Credit Union Social Media Strategy Series: Know Your Audience

March 3, 2014
Ryan
Ryan

This week we’re going to look at breaking down your social media efforts by who you’re reaching. If you’ve downloaded our Ultimate Guide To Social Media Marketing, the audiences we’ll be talking about later this week will sound familiar to you: The Mass Affluent, Millenials and the Underbanked.

Credit Union Social Media Strategy

Each day we’ll drill a bit deeper into who they are, how they use social media and how to reach them with what kind of message/content strategy.  In order to arrive at the message/content strategy we need to understand audience profiling. Today, we’ll start with an audience profile guide. We’ll use pieces of this profile guide across the different segments to arrive at content/message strategy conclusions for each segment. 

 Why your social media needs an audience profile

Without an audience profile, social media has a way of getting away from you. I’m guilty of this too. Suddenly all you see is blank space that needs to be filled with no direction and you freeze. So you start posting whatever you can. Maybe it’s a link to your latest loan rates. I’ll be real with you, that doesn’t make for the greatest social media fodder.

Putting together an audience profile gives you the profile of a person you’re actually speaking to. Most who work in media do this: journalists and broadcasters create an audience so that they can actually speak to them about what they want to hear about so that it doesn’t feel like, as an audience member, we’re being spoken at. Think about it, the best broadcasters and journalists have a way of talking directly to you, even though they can’t see you or directly interact with you. With social media, you get the benefit of feedback from your audience which makes the communication all the more rich.

The social media audience profile

When attempting to strategize about content and messaging think through some of the following questions for each segment. Not all questions always apply, and their may be more in each main segment. But it’s most important to understand the details of who you’re trying to reach, why they need your products/services (what keeps them up at night), and the emotional appeal your brand can leverage. as you can see there are several sub questions in each section that drills deeper into these top level concepts.

1. Who are you trying to reach? 

  • How old are they?
  • What is their education?
  • Where do they live?
  • Where do they work?
  • What do they do for fun?
  • What is their lifestyle?
  • Where do they hangout when not at work?
  • Where do they hangout when online?
  • What types of conversation are they having?
  • How much money do they make?

All of these give you topics in your local community to talk about to reach members or prospects where they already are.

Are they hanging out at local music events and your CU is a sponsor? Integrate your social media to your offline promotions and make sure you’re live tweeting the event.

Are they highly educated and affluent? Maybe you find  they are online researching financial solutions to grow wealth. Create content that informs and partner with your paid media teams to reach them in the right spaces online and give your social efforts the boost they need to reach this segment. We’ll explore more of these possibilities in future posts as we look at each segment: Mass Affluent, Millenials, Underbanked.

2. What keeps them up at night?

  • What happened in their life that they need:
    • A new car
    • A home loan
    • A savings acct
    • A money market acct
    • A student loan
    • A personal loan

The point here is that your product is not the beginning and end of your social media marketing. In planning start with your product and work backwards for content creation. In conversations you start where the need is and work through the product sale and continue the conversation past the conversion to turn followers in marketers for you, cross sell etc.

If a prospect or member is getting a new car, did they get a new job? Are they having a baby? Did they move? All of those create opportunities to connect with them and talk about other things before going right into “HERE”S OUR RATES!”

  • If they don’t use your credit union, what are the alternatives?
    • The premise here is identifying opportunities to create content to persuade them and inform them of the landscape or use those newly converted evangelists who you kept engaging post sale to help do the marketing for you.

3.) How does your credit union inspire and help?

  • Does it give hope?
  • Does it help have a better day?
  • Does it make family more at peace?

Work with the broader brand teams here to identify the overall brand emotion your credit union tries to evoke in everything it does: offline, online and in-branch.

This will help you identify possible campaigns to celebrate your members who are feeling these emotions and thus reach new members by sharing those stories.

The questions above are not all inclusive and can be modified to fit your needs, for example the product list is certainly not exhaustive. The point here is to thing wholistically about your audience and your credit union and how the conversation can begin.

In our next post we’ll analyze the segment: Mass Affluent.