Shifting Social Media from “If” to “How”

Guest post written by Steve Richman, sales trainer and national spokesperson for Genworth Mortgage Insurance.

Social media has been embraced by consumers — your members and potential members. Your employees are engaged in social media activities, whether they are active on Facebook, LinkedIn, Pinterest, Twitter, and other sites or active bloggers themselves. In fact, social media has become more mainstream, with growing participation in all age groups and income levels. The question for credit unions has changed from “Should we or shouldn’t we?” to “How do we?” Here are three steps to consider, whether you’re already using social media or are just getting started.

1. Identify a Senior Leader Champion.

The first step in making social media work for your credit union is to have a senior leader to champion the idea. This initiative is not going to bubble up from within the organization — it needs a champion from high atop the hierarchy. That champion needs to create a team to institute a social media initiative. The team should include an attorney. If the attorney is involved in the creation process, with a directive from senior management to make it work, you can pave  the way to easier implementation.

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Monetizing ATMs with Targeted Marketing

Originally posted on NCR Corporation’s blog

Guest post by Gaby Abi Aad, NCR United Arab Emirates

Many people have different definitions for ATM marketing, so let me first start by defining what ATM targeted marketing is not: it is not about running a video on the idle screen of an ATM, nor is it the passive advert screen you would see while waiting for your cash to be dispensed.

I am talking about targeted interactive marketing. This means targeting a specific marketing message to a segment of ATM users, and allowing for interaction with the message, thus generating leads for your products.

As an example, you create a list of customers who are pre-approved for a free- or-life credit card, and once any of these targeted customers transact on your ATM, a message with an offer is shown to them and they are prompted to either accept or reject the offer. If they accept the offer, you would ask them to leave their contact details, and therefore, a lead is generated. Imagine the potential you could tap into on a large and geographically spread ATM network with high transaction volumes.

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A Once in a Lifetime Opportunity

Originally posted on

Guest post written by Dan Green, EVP, Marketing, Mortgage Cadence

Prime Alliance, a Mortgage Cadence company, is the NAFCU Services Preferred Partner for Credit Union Mortgage Solutions.

The housing market is in recovery; most economists and many of us involved in the industry agree. Low rates are, perhaps, the biggest contributing factor. And they are low. Lowest in history? Pretty close. While doing some research recently, we came across the 140-year history of the 10 year treasury rate. Looks like rates were this low just once during this period, in 1940. Based on the data, it’s safe to say rates really are the lowest in history.

But you knew that. What you might not have known is we – lenders – are having a hard time getting a certain group of homeowners to avail themselves of this once in a lifetime opportunity. Who are they? Why won’t they refinance? Great questions.

First, who they are. According to an article last week on Fortune’s Term Sheet blog, this subset of homeowners dwell in the larger set known as those underwater: those who owe more on their homes than their homes are worth. Plenty has been written about them. Even more has been done to help them. The Home Affordable Refinance Program, HARP, was created in 2009 and revamped in 2011 to save them hundreds of dollars per month, thousands per year. Yet, according to last week’s article, only about 25% of HARP-eligible borrowers end up refinancing.

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What Brands Can Do to Circumvent Social Hacking

Originally published on

Guest post by Sundeep Kapur, Author, Digital Evangelist and Director of Strategic Marketing for NCR Corporation.

A simple heist. I went for an afternoon stroll in my grandparents’ neighborhood (Mumbai, India) when I literally bumped into a young man on a bicycle. The “bump” slowed him down, I heard the words “thief,” and saw a group of people chasing him – the young man was caught. The strategy used by these thieves was innocent: young men play ball, the ball enters your community, three young men enter your community to look for the ball, two men steal stuff, a small truck meets them on a distant road, and they are off!

It happens online too. You get a “connection” request on social media. (I used the word connection to imply no one particular social media channel – it could be Facebook, Twitter, Google+, or even LinkedIn.) It’s from a brand you know. You join the forum and start paying attention to the discussions. You soon start noticing a couple of individuals who are actively involved on this brand’s page and are receiving “affirmations” (likes/endorsements/retweets) from the brand. You now get a friend request to connect personally, you do, and you end up downloading something malicious.

Your personal information is harvested and the trouble begins.

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Secrets of the Online Retailers, and What It Means for Credit Unions

Originally posted on

Three simple questions:

  1. Do you want your website to actively drive revenue growth, or to simply be an easy place for Members to read about your solutions, check balances, pay bills and find branches?
  2. Does your website engage members and generate revenue by using cutting edge web strategies like and do?
  3. If not, why not?

The first generation of business websites were what we like to euphemistically (and somewhat derisively) call ‘brochureware’ – companies spent a fortune on very talented graphic designers to put up web versions of their static brochures. Even though they sometimes built in animation or videos, the level of interactivity available to a visitor was pretty much the same as the level found when watching TV.

With interaction at best minimal, you still had to call or visit in person to actually buy something. Part of this represented technology limitations in the browser platform, but some of it was a lack of vision and established business models to point the way.

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