What credit union marketers and IT professionals can look forward to learning: - How your credit union can use the Web as an online marketing platform - The very latest in interactive marketing trends (and the underlying technology driving them), including search engine marketing, email and social media marketing, and audience targeting - Lessons from credit union and other regulated industry marketers who are embracing new trends and testing limits - The industry standards driving the interactive landscape in the financial services industry

1. Making the Pieces Fit:
Marketing, Technology and the Expanding Web
Presented in conjunction with…
March 15, 2013

2. Overview
Introduction
Navigating Today’s Web
Driving Membership &
Member Acquisition
Social & Search for Your CU
Securing Your Credit Union
Online
Conclusion
Questions & Answers

3. Introducing the
Team from BlueSpire
Christian Twiste, Grant Evans,
Vice President of Interactive Director of Digital Publishing
Christian’s background combines Grant has been instrumental in
traditional art and design, sales and expanding BlueSpire’s email
marketing, and application capabilities to include automated,
development to help bridge the gap triggered, and segmented campaigns,
between communication and plus share-to-social and send-time-
technology. optimization services.
Serge Suponitskiy, Jason Douglas,
Sr. Director of Technology Interactive Marketing Strategist
Operations Jason’s specialties include search
Serge has a broad background in engine optimization, search engine
information technology, quality marketing, analytics and social media
assurance and customer service. He marketing, which includes brand and
spent seven years leading project conversation monitoring, community
management in the Americas for management and strategy.
engineering company Sandvik, Inc.

4. Top Marketing Trends for 2013
Experts from Forbes to iMedia, the experts are
identifying the similar trends:
Marketers become data geeks Email marketing continues to
grow in quantity and importance
Websites become more
personalized and responsive All campaigns are integrated
with a stronger connection
Content remains king between online and offline
regardless of platform
Traditional paid search
Marketing budgets will contain evolves into display advertising
more technology components and re-targeting

5. What Marketers are Saying
in a Word Cloud
Source: Digital Trends for 2013
eConsultancy / Adobe

6. What Happened to the Simple
World of TV, Radio and Print?
The old-world of TV, radio and print still
exists, but the explosion of new
technologies that empower marketing is
unprecedented
Social media channels
Advertising solutions
Communication vehicles
Immersive website experiences

7. The Plain English Translation
38% of agencies and 39% of companies rated
content marketing their top priority
52% of marketers said targeting and personalizing
content is fundamental to their digital strategy
56% said they need to better understand how
mobile users research and buy products
58% said lack of analytical and optimization skills
will be a major challenge in 2013
Source: Digital Trends for 2013
eConsultancy / Adobe

8. Navigating Today’s Web

9. The Complex Web of
Marketing & Technology AdWords
Online
Advertising Display or
Ad Network
Retargeting
Email Systems
Corporate
Website Ad Servers
CMS
Core
Processor
Internal Social Media
& External Servers
Servers

10. Where Does Marketing End and
Information Services Begin?
Marketers have relied on technological breakthroughs to
broadcast their message since the invention of the
printing press, but the current convergence is something
entirely new
The technology used can affect the content and delivery of the
message, plus your ability to measure ROI
Broad overlap in functionality between systems requires a
thorough analysis of marketing and technology needs
Marketers will need to learn the language of technology, and IS
will need to understand the goals of marketing

11. Separating the Concerns
While convergence of marketing and technology will
require more cross-functional knowledge and teams,
specialized skills continue to be important
Strategy and tactics Platforms and tools
TECHNOLOGY
MARKETING
Design and branding Standards and validation
Content and Data flow and system
messaging integration
ROI needs ROI measurement
Accessibility Security and compliance

12. Tactical Overview & Terms
Organizations that have embraced digital marketing generally
employ some combination of the following key tactics
Corporate website and online banking application serve as the central
hub of digital marketing efforts
Email marketing to existing members to increase retention and cross-
selling opportunities; a separate email list maybe used for non-member
information seekers
Organic search engine optimization that drives general web traffic
around key terms
Paid search engine marketing for lead generation around specific
services; used in conjunction with landing pages and conversion forms
to calculate ROI
Display advertising, potentially with retargeting
Social media presence and dedicated campaigns to build an online
community

13. Local Versus Cloud
Digital solutions are generally offered in two varieties, local or
cloud (sometimes called Software as a Service). While both are
viable alternatives, there are some key points of differentiation.
LOCAL CLOUD Local solutions offer more control
of the environment and
specifications
Control
Cloud solutions provide some level
Customization of customization, but it is usually
limited
Complexity Local solutions tend to be more
complex to deploy and support
Cost of Ownership Cloud solutions generally have a
lower cost of ownership over time
Security
Local solutions allow marketing
and IS to control the security and
Compliance compliance standards

14. Conception to Execution Workflow
Marketing The actual process will vary based on the
Need organization and project, but some
general principles apply:
Engage IS
Needs are identified by marketing and
Strategy reviewed by IS to determine if it can be
Development supported by existing infrastructure
Strategy and tactics are developed by
Identify Tactics Review with IS marketing and then vetted by IS for
security or compliance concerns
Develop Specifications and resources should be
Specifications collaborative
Technical reviews should be completed
Assign Resources Collaborate after marketing confirms solution is
or External Partners with IS functioning as planned
Functional Beta Technical
Launch
Review Review

15. Modern Web Design Trends
Mobile is big and getting Spotlight on mobile
bigger • A recent study by On Device
Research found that 1 in 5 internet
Strive for a create once, use users don’t use a computer
many times philosophy for • There are two leading approaches
design and content to making your website compatible
with mobile devices
Start with the content and • Responsive design resizes the site
and updates interface elements
determine what you want to based on the screen size of the
say before you move into visitor
design • Dedicated mobile sites serve unique
mobile-friendly designs and content
to applicable devices
Leverage data from your old
site to determine what is truly • Mobile marketing also includes
digital advertising, apps, email and
important to your audience text messaging

16. Responsive or Mobile Site?
While both are proven strategies to engage users on mobile
devices, there are pros and cons to either approach that can
help organizations understand what is best for their needs.
Responsive design allows
Responsive Mobile Site full site access and the ability
to edit content in one place
Full site access for all devices
Mobile-specific sites can
Design control
offer a better user experience
and allow you to customize
Content control content for mobile users
Cost / Complexity Responsive sites can be
more costly to develop and
complex to test
Ease of Management

17. More than Content Management
Content Management Tips & Tricks
Systems have evolved to • Leading systems tend to share a lot
support onsite and offsite of common features and tools,
allowing you to focus on:
digital marketing initiatives
• Overall digital marketing
strategy
Social media integration
• System compatibility and
platform requirements
Email marketing
• Ease of use
Lead scoring and • There are two main types of
conversion tracking systems with their own strengths
and weaknesses
Content personalization • Open Source
• Proprietary / Copyrighted
Digital asset management

18. Measurement & Reporting
Digital marketing initiatives Web Analytics
benefit from a wide variety Google Analytics, Adobe
of measurement and Catalyst, WebTrends, etc.
reporting tools CMS Analytics
Lead Scoring
There is some overlap in
Conversion Tracking
the reports and features
Data Mining
available, but it is important
to ensure you have the right Email Reports
system configured to
support your unique SEM / Display Advertising
campaign needs Metrics
CRM Tools

19. Driving Membership Engagement and
Member Acquisition via Email Marketing

20. Email Marketing
May 2012 data from the CMO Council showed a significant
majority of marketers (67%) rated email the most successful digital
marketing tactic
Conversion rates
are substantially better
for “home-grown”
subscribers
Consider implementing
as part of a retention /
cross-selling strategy
for your existing members
Targeting and relevance can increase rates even further

21. Planning Successful Campaigns
Successful campaigns Strategy
require a strategy that
balances the interplay
between your marketing Marketing Goals Target Audiences
goals, target audiences,
and available email lists
Content
List Definition
Any personalization features Personalization
should be determined
before creative is developed Creative
to ensure a tight integration Execution
between your brand, the
Ensure compliance with CAN SPAM and that all
content needs of the
subscribers have given you permission for email
program, and the final communications. Keep your list up-to-date
design of the email and clean, centralize the data to avoid managing
newsletter opt-ins and outs in multiple locations.

22. Additional Tips & Tricks
Campaign with Other Channels
Drive subscribers to your website
and encourage visitors to opt-in
Include opt-in information on your
print collateral
Collect emails on site and engage
your employees as well
Address Interaction Handling from
the Start
Reply handling
An online content center can
Form submissions
serve as a destination site for your
Make sure your website and call email subscribers
center are ready

23. Reporting & Industry Averages
Email campaigns are
attractive platforms 40
because of the detailed, 30
precise metrics available: 20
Open rates 10
Click rates 0
Conversion rates
Subscribe/unsubscribe
Campaign ROI
Click Rate (%) Open Rate (%)
Deeper Analysis

24. Advanced Campaigns
As email marketing has evolved into a mature
advertising medium, campaigns have advanced to
include more targeting and interactive content
PURLs (Personalized URLs) provide each subscriber with
their own unique web address to offer a more customized
experience and drive access in offline marketing
Triggered campaigns provide additional content and
features based on subscriber interactions with your
standard email campaigns and websites
Drip campaigns allow users to opt-in for a pre-defined
series of emails based on their preferences

25. Triggered Email Flow
1 week later 2 weeks later
Trigger #1 Trigger #2
Mortgage Offer Mortgage Offer
Email Email
Shared Landing
Page

26. Drip Campaigns
Marketing automation
features enable you to
configure campaigns in
advance including the
ability for users to
select which “track”
they wish to receive.
In this example, users
select business or
personal, and then
receive a series of 4
emails over time.

27. Social, Search and Digital Advertising
for Your CU

28. Social Media by the Numbers
Credit Unions are
engaging members
and are ahead of the
game, but the game
moves fast

29. Facebook Marketing
Facebook is generally the first channel
CUs use to reach members and prospects
TAC T I C S
GOALS
Gain “Likes” Educational content
Beyond “Likes” Contests and promotional

30. LinkedIn Engagement
Establish thought leadership on this
important, professional channel
Sales teams used LinkedIn to establish
intelligence and trust

31. Online Advertising
Search continues to dominate
digital spending, but display and
other segments are growing
eMarketer cautions: “In some
ways, search’s tantalizingly
precise metrics have actually
turned into a stumbling block for
marketers. Most conversions
occur as the result of long-
term, complex interactions
among a variety of ads and
marketing channels. In place of a
simplistic, single-step concept of
conversion, marketers do better
when they analyze how display
advertising fully affects
search, and vice versa.”

32. No Shortage of Options
With over $40 billion in anticipated spending in 2013,
the online advertising market features a wide variety of
choices to meet your marketing needs
Search advertising on Google, Bing, and others for contextual
ads integrated with results pages and partner sites
Display advertising offers the ability to target prospects on
popular websites with rich media and interactive content
Sponsorship programs are also available on many financial
news and information sites
Directory listings and classifieds sites can also feature
advertising opportunities

33. Conversion Tracking
Make sure your next
generation CMS and online
marketing platform has the
ability to create campaign
landing pages and track
conversions
Individual landing pages with their
own unique URL should be
created for each online or offline
marketing campaign
Traffic generated by your
Digital marketing can benefit
campaigns will arrive through the
unique URLs and be tracked by from detailed measurement of
the CMS conversions and continuous
optimization of the program

34. Landing Page &
Conversion Workflow
The CMS tracks
traffic and Google Adwords Display Ads Offline Ads
conversions by
associating each
campaign with its
www…/google www…/display www…/print
unique landing page
A conversion form or other Conversion
action performed by the user Form
separates general traffic from
qualified leads, allowing you to
calculate a true ROI for each CMS Analytics ROI Calculation
campaign and media type

35. Retargeting
Your Site
Retargeting allows marketers
to advertise specific products
or services to website visitors Other
Personal Business
who have already browsed Segments
your site
Advertising
A visitor arrives at your
Platform
site, browses specific
products, but does not
initiate a transaction
External External External
The retargeting system Sites Sites Sites
displays relevant ads for
these products/segments Targeted Targeted Targeted
on external websites Ad Ad Ad

36. Securing Your Credit Union Online &
Building Effective Teams

37. Security & Compliance
Security concerns are rapidly Take a “unified approach” to
increasing as the speed at information security
which information can be used Determine applicable laws and
and shared, the rapid regulations, conduct a risk
analysis, and implement the
proliferation of portable required safeguards
devices, and the large amount Protocols are supported by
of data stored on networks training, documentation, ongoing
continues to grow review and enhancements where
needed
Security and compliance are
traditionally IS functions, but Robust information security
marketers should make efforts requires an “all hands on deck”
to understand the space—and approach and a high-level of
the stakes awareness throughout the
organization

38. Common Web Security
Standards
Taming the wild, wild west of the World Wide Web has
required the development of a number of common
security standards
ISO 9000: Quality management based on criteria
established by the International Standards
Organizations
PCI: eCommerce and online credit card processing
standards for data protection and security
SSAE 16: Enhancement to the SAS70, Reporting on
Controls at a Service Organization

39. Learning from One Another
Collaborating together is an opportunity to learn from one
another and disseminate important knowledge
and skills throughout the organization—
improving your individual
skills and the company
as a whole
Marketing and IS both bring
strengths—and potential
weaknesses—to the table;
use this opportunity to
leverage your combined
strengths and overcome
your weaknesses

40. Cross-functional Teams
Success in modern marketing requires organizations to think outside
their comfort zones and build cross-functional teams dedicated to
their objectives
Communicate on ongoing basis to ensure continued goal alignment
Leadership sets the tone for a truly collaborative relationship
Digital marketing initiatives should include representatives from both
marketing and IS throughout all phases of the project
Best-in-class organizations generally have dedicated liaisons in each
department that ultimately learn each other’s language and appreciate the
unique skills offered
Consider inter-department budgetary processes to increase ownership
across teams
Keep the separation of concerns, but share the wealth

41. Conclusion

42. A Simpler Way to
Visualize Modern Marketing
Target Audiences
Phones Tablets Desktops ?????
Marketing
Marketing Layer
Your Marketing Message
Transactional Layer
CMS / EMP / eCommerce & Portal Software
Information Services
System Layer
Operating Systems & Database Software
Hardware Layer
Servers & Network Infrastructure

43. Bright Days Ahead
More ways to market and more choices than ever before
make it more likely you will find a solution that fits your
unique needs
Automation, improvements in technology, and increases
in efficiency will allow you to do more with less
Full-service and specialized partners can help provide
the expertise and level of support you need
A wealth of free online resources are available to help
keep pace with the latest marketing and technology
dynamics

44. Closing Thoughts
Adobe and eConsultancy Keep it simple, focus on small
describe 2013 as the year of: steps, and continuous
Content improvement
Targeting & Personalization
Make your marketing
Mobile
measurable, accountable, and
Evolution
differentiated
..but that’s a lot of ground
to cover on tight budgets
while juggling other
deadlines
Source: Adobe/eConsultancy

45. Questions?
Please use the chat feature
to submit your questions.

46. Thank You!

47. About BlueSpire
What we do…
BlueSpire provides strategic
marketing solutions for clients in
health and wealth
industries, focusing on content
marketing that elevates
audience engagement and
inspires action.
30 years of experience with
credit unions
Clients include some of the
largest names in the industry To request a consultation visit
www.bluespiremarketing.com