Two Ways Analytics Help Maximize Digital Marketing Impact

Originally posted on SAS Institute Inc.’s Blog.

Guest post written by Wilson Raj, Global Customer Intelligence Director, SAS Institute Inc.

SAS Institute Inc. is the NAFCU Services Preferred Partner for Business Intelligence, Predictive Analytics Software & Risk Assessment.

In the last decade, CMOs have made great strides in elevating their stature. According to the latest SpencerStuart survey, CMO tenure has steadily climbed from 23 months in 2004 to 45 months in 2012. What are the reasons for this improved longevity? Marketers are becoming more strategic-minded, they’re taking a more expansive view of their customer, and they’re adding more sophistication and data-driven decisions in marketing campaigns and operations.

The swift adoption of mobile devices and the proliferation of digital channels have created opportunities for highly interactive, rich communications between consumers and brands. But those very same circumstances can be a double-edged sword as more consumers demonstrate little tolerance for irrelevant, ill-timed, and “creepy” communications.

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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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What Brands Can Do to Circumvent Social Hacking

Originally published on ClickZ.com

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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Forget Your Crystal Ball—Learn the Real 2013 Marketing Trends

Each New Year, it appears that everyone finds a magic crystal ball to predict the future. In marketing, however, you really can predict the future—when you base your predictions off of trends and analytics.

Allow me to introduce you to my own personal crystal ball for marketing trends, a recent webinar that we did with a NAFCU Services Preferred Partner, NCR Corporation. The webinar, eMarketers Exclusive—Top 10 Trends of 2013, forecasts where marketing is headed and how credit unions specifically can improve their eMarketing strategy. Sundeep Kapur, Author, Digital Evangelist and Director of Strategic Marketing for NCR Corporation, led the eMarketers Exclusive—Top 10 Trends of 2013 webinar, and I encourage you to watch the recorded webinar because I truly cannot fit all the great tips from it here.

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The Case for Social Media: Why You Can’t Afford to Ignore It Anymore

Guest post written by Sundeep Kapur, Director Strategic Marketing – Ecommerce, NCR Corporation

“I don’t have time to blog!” (SVP of Marketing at a mid-sized credit union)

When I heard this from my friend “MC” I quickly thought about three recent events, and what his perspective implied about how his credit union engages with their members. The world of social media allows us to invite our members into our lobby or us to join our members in their homes. Staying in touch with them through social media allows us to keep them informed, and also market to meet their needs. We can make social media even more powerful by integrating it into our traditional communications and marketing strategies.

Despite three disparate topics, each of these three stories has a common thread—there is a credit union story inside each of them that is dying to be told to members, and not in a way that requires a TV commercial, print ad, or direct mail.

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