This year I have the honor of teaching Strategic Marketing at not just one, but TWO Credit Union Management Schools. CUNA Management School at the University of Wisconsin and Southeast Regional Credit Union Schools at the University of Georgia.
In preparing for each class I like to get the student roster well in advance and take a look at their websites and social media efforts. Then, I like to weave in some of the best and worst examples in my teaching. A couple of years ago I had an attendee at a conference get a bit upset because I put their awful happy shiny people website on the screen. And this person wasn’t even in the marketing department. I told her that I was sorry she felt embarrassed by that but someone in her credit union put it on the WORLD WIDE WEB so it really is fair game.
I am still shocked at how many bad credit union websites are still out there. And with the average age of a credit union member holding steady at 47 it’s safe to say that the older members likely don’t care. But to attract the ever elusive Millennial? You better step up your game. They don’t know a world without smart phones and the internet. Facebook is how they get their news. For a long time I didn’t think credit unions should be on Facebook. But as my friend Matt Davis explained to me – Facebook has become the “yellow pages” so you really should have a presence. But here are my credit union social media pet peeves:
- Blatantly shlepping your “me too” products. Last week I saw a Facebook page that actually talked about “free checking” and had a picture of….wait for it…..a person writing a check. I had to check the calendar to see if it was 1995. Whenever I see a CU boasting about free checking today it’s like driving by a grocery store and seeing a banner that says “We have food.”
- My incredibly talented and creative friend Brent Dixon once said in a social media teaching session “If you talked to your friends the way your credit union talks in social media, they would punch you in the face.” Why must we use brochure jargon? Just talk to me. Twitter to me is like a cocktail party. Don’t be the jerk crashing it to sell your products.
- Shiny happy people. I looked at 45 credit union websites yesterday. Only THREE of them did not have shiny happy stock art people on them. This is shameful. Some of them even used the same stock art. This is a sure sign of zero differentiation. We are better than this people
- And finally, the “About Us” page. Tsk Tsk Tsk if I cannot read your history here. The majority of credit unions today have some kind of community charter or SEG based field of membership, and I get that. But what is wrong with continuing to give a nod to the pioneers of your credit union? Those disruptors to the banking industry in the 1930’s that dared to take their money out of the bank and give it to a co-worker who kept a ledger and most likely put the money in a cigar box or coffee can. That’s good stuff.
Okay – so what is a good example of credit union websites and social media done right? Well, I only have two I’m afraid. So here we go……. drum roll please.
The first Annual Flying Pig for Excellence in Website Development goes to: ORNLFCU. Even though they dropped in a few “shiny happy people” their navigation is superb. Their history page is amazing, and the boldness of the large photos is sexy. I especially love the home page for the acknowledgement that most people just want to get to home banking – big and proud and in your face. Nicely done.
The first Annual Flying Pig for Social Media Excellence goes to……drum roll again please…….Community Choice Credit Union. I came upon this Facebook page and clicked on their newest ad and laughed so hard I had tears in my eyes. I also happen to love kittens, I mean, who doesn’t?
This credit union’s brand is fun, and a bit campy and I love it.
If you would like to nominate your credit union’s website or social media efforts for the Second Annual Flying Pig Excellence awards, please do here. I just made that up and I think I might just really do it. Now, where can I get a Flying Pig Trophy?