A Marketer's Story or: How I Accidentally Used Social Media to Bring in New Members
Posted by Terrell Meek on March 12th, 2008
Hi, I’m Terrell Meek, Marketing Manager at Verity Credit Union. The following is a true story.
One day in 2006, I typed the name of a restaurant I wanted to visit into Google, hoping to find their website. Instead I stumbled upon Yelp: Real People, Real Reviews™. The site intrigued me from the beginning because I love to write, I love to try new things and I love to meet new people. I signed up, created my profile, wrote a couple of restaurant reviews and have been addicted ever since.
When I first joined Yelp, not too many people in Seattle had heard of it yet and they were in the process of hiring a full-time marketing person to help grow and promote the community. I started to be active in the talk threads, asking and responding to questions, and finally a group of us decided to meet up in person for dinner. More dinners followed, and pretty soon I was meeting up with Yelpers for concerts, plays, coffee, shopping and other events. Some of us even formed a craft club called Sew Drunk, which ironically did not involve sewing or booze.
More and more people joined the community, Michelle was hired as their full-time marketer, and the site improved and added functionality. The talk threads also evolved and became a place where almost any topic could be discussed. One day, about a year ago, I was pinged by Michelle in a private message. She told me that someone was complaining about Wells Fargo in the talk threads and that it would be a perfect opportunity for me to talk about the credit union difference. I found the conversation and gave my two cents, fully disclosing that I work at Verity. After that day, I became a go to person on financial matters. If there is a conversation about banks or debt, savings, credit cards, budgeting, etc., I am usually alerted. I have never told anyone I’m a personal banker, an accountant or financial advisor. They all know I work in marketing, but they trust me.
Recently, I used the talk threads to do an informal survey and asked how people manage their finances. I asked how likely they’d be to use Wesabe or Mint and pointed them in the direction of those websites. I received several emails thanking me for sharing that information. When Verity’s Velocity Checking launched, I found an old talk thread about saving money and bumped it by talking about our new account. This resulted in a flurry of emails, and again, many notes of thanks. Because of the conversations I’ve had with these friends online, I’ve been asked to upload any financial seminars through Verity on the “events” section of Yelp. I have handed out our temporary Passport cards (get two meals for the price of one at local restaurants!) at Yelp sponsored events and they are a huge hit.
People not active in the Yelp community have criticized my actions. Sure, from the outside, it may seem like I’m only online to shill my credit union, but honestly, that’s boring and I don’t roll that way. The truth is, I’m just having fun, making friends and sharing information (which is bringing in new members). Although the site is bigger than it used to be and it’s harder for me to meet everyone and stay on top of all the conversations, I still participate. I am constantly learning things that bring value to my life: great restaurants to try out, where the sales are, what shows are coming to town.
I wrote this post to offer encouragement to other credit union marketers who are wary of jumping into social media. I know how you feel—I’m actually only on a small number of social sites and find some of them intimidating. I would advise that you take a look around your credit union, see who is already using these sites and go from there. You might be surprised to find a staffer among you who is already advocating for you online.
Terrell, you made me think of something that I haven’t said in this type of forum before.
In my social profiles, I always put down that I am a credit union marketer. I don’t work for a credit union (but have credit union clients). When in the social media fray, I am not pumping my company, I usually pump for credit unions.
I am a CU advocate. I buy into the culture. So while some may feel that I should use social media to promote myself financially (solicit other CUs for work) I usually just talk about things happening in the industry, give my free advice (we all know what free advice is worth) and try to advance the CU cause. I think that once I may have thrown a line out to a CU marketing person but only in response to their spoken frustrations with their current partner.
Other than that, I just like to participate in conversations that I find helpful and interesting. That is all I think social media provides. And if a credit union or CU rep doesn’t want to talk to me, that’s cool.
It’s like dating. I will talk to the person that wants to talk to me. If a CU wants to hold a conversation and help me out, then thats who I will likely bank with.
What a fantastic post.
I love practical, get-your-feet-wet advice like this from people with nothing to gain (unlike social media peddlers like me – see yesterday’s post for more details).
This is advice that every credit union cheerleader can use.
Thanks a lot Terrell!
The Twitter conversation regarding Yelp the other day inspired me to get more involved in that community than I had been. I originally checked Yelp out several months ago because of Valley CU reviews and realized what a cool website it was.
I’ve only recently started posting my own reviews, and so far I enjoy being able to support businesses I like in this way (and perhaps soon, business I’m not too fond of).
I stumbled on a talk thread the other day about someone not getting charged a fee at a 7-Eleven. It was nice to be able to chime in and tell them why they were not getting a fee—because they’re a credit union member! It was one of those “Aha!” moments for me. This is how social media works and this is how I can connect with others and spread the word.
Yes, I initially was interested because of Valley CU, but I just enjoy being connected with people and using these social tools for myself—there’s nothing shady about that. Everyone on online communities has knowledge to offer, whether it be because of their careers or personal lives. Being involved in these communities while sharing what we know about finances and credit unions is just part of who we are and it adds to the community.
Thanks for posting this!
Terrell, great story. This kind of involvement in social media is practical, approachable and an excellent answer to some of the good questions asked in the last post.
Thanks for contributing.
Great post Terrell.
The thing that you may glean from Terrell’s post, but she doesn’t outright say, is that she is authentically a member of the Yelp community who just happens to work at a credit union.
She is not just some credit union marketer trying to shill her wares on Yelp.
Authenticity here is key!
I’m not quite sure how to respond yet I feel I must (since I started this on Twitter – guilty!).
I love the folks at Verity CU. I will forever be in Shari Storm’s debt for showing me the way in blogging and introducing me to the great folks at Trabian.
As we all navigate our way through these unchartered waters, we are making the rules.. throwing out the proverbial life line when someone loses their way.
I have relied on Yelp in several cities to find me the best local restaurants – you know, not the ones that magazines are paid to review, but the ones the locals go to. The haunts. The dives. The secrets.
I am also bustin’ proud of my friend Diana Dykstra (CEO of San Francisco Fire CU) for having the highest rated financial institution in the Bay Area on Yelp with a whopping 23 reviews – all five stars!!
I wish Verity luck in maintaining their status as the highest rated CU in Seattle. Feels like you’ve got some momentum thanks to this community.
Thanks Terrell for sharing your story.
Great story and a good example for those who don’t think social media is a worthy channel to add to their CU. I totally agree with your statement at the end. Find those already using social media and encourage them. Michelle stresses a good point too, keep it authentic.
Thanks for sharing…