What Credit Unions Need to Know About Building Successful Online Brands
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Transcript of What Credit Unions Need to Know About Building Successful Online Brands
Service Measures
On-Brand ServiceOn-Brand Marketing
Financial Measures
Balanced Scorecard–Reinforce the Brand
Live the Brand!
©2005 EverythingCU.com and Denise Wymore
BUILDING YOUR BRAND ONLINE
Morriss Partee
WHAT WE’RE GOING TO COVER TODAY
• DIFFERENTIATING ONLINE
• THINGS THAT UNDERMINE ONLINE EFFECTIVENESS
• TIPS FOR IMPROVING ONLINE EXPERIENCE
YOUR WEB SITE IS YOUR BRAND MADE VISIBLE
HISTORY
• 23,866 CUs in 1969
• 11,000 CUs in the 90s
• 6,429 CUs today
YOUR COMPETITION FOR SEARCH RESULTS
canned marketing
UNIQUECONTENTWANTED
WHO ARE YOU?
jargon
LET’S SHARPEN YOUR BRAND
Who founded your CU?What are their attributes?
brand filter
Criteria for selecting your web vendors?· online banking· online lending· mobile banking· mobile deposit capture
EASE of MEMBER EXPERIENCE
#1 Criteria should be:
ELIMINATE WHAT DOESN’T WORK OR ISN’T VALUABLE
LIST 3 THINGS YOUR CU IS BETTER OFF NOT DOING OR
OFFERING
(hint: your members won’t care or notice if you stop offering it)
IN CONCLUSION
INCREASE YOUR
ONLINE VISIBILITY THROUGH
UNIQUENESS
Just say NO to:• stock newsletter articles
• stock marketing campaigns• cumbersome member-facing
online services
Use the language of your members & amplify it on your
site
Choose your web partners based on the experience they
deliver to your members
Morriss ParteeChief Experience Officer
EverythingCU.com
[email protected]·535·0621
http://blog.everythingcu.comFriend me on EverythingCU, Facebook, LinkedIn