I Heard That!

Guest Post by Jack McAdoo, President & CEO, Beacon FCU 

I recently had the privilege to sit in with and listen to the very insightful dialogue during the Southwest CUNA Management School  c2c (Connect to Collaborate) Casual Chat this year after the Student Alumni Dinner and Auction in Fort Worth.  What I heard was a strong reminder of many of my frustrations in the early years of my career.  I wish there had been more of my peers there to listen to the words of our future leaders.  I thought I would write some of this down to share, but understand, my words are not what is important here.  The words, feelings, passions and emotions of this group are what is important.

First of all, the c2c group is a group of 30 year-old and under students, professionals in our industry...the credit union industry.  The group was lead by 30ish credit union and supplier representatives. In this particular session, there were approximately 40 men and women joined in a circle to discuss topics of interest and concern.  It was open forum. I was allowed to sit on the outside of the circle with one strict rule; I was not allowed to speak.  I was allowed to submit a written comment, but with no obligation from the group to discuss it.

This group of extremely bright and creative professionals spoke for over an hour about things that were important in their professional worlds.  The discussion was sincere; it was candid; and it was very informative.  Here are a couple of bullets of what was said:

• My CU is slow to incorporate technology;
• Budget cuts!
• Slow to incorporate change!

What I heard was not as important as what I learned.  I learned that by and large, that group of young professionals, the group that will someday lead our industry, is frustrated!  They are frustrated because you and I as managers, as CEO's, are not listening to them.  Or, I guess more precisely, we may be listening, but we are not hearing them.  At least, the perception is that we are not hearing them.  And you know what is said about perception?  Perception is reality!

Is there anything more frustrating in our world than the feeling that no one is listening?  We must take note and learn to communicate, or we risk losing this wonderful talent base to others and other industries that have learned to communicate with them.  Communication is not just talking.  That's obviously important and based on my experience with other CEO's, we have that part down!  It is also about listening and actually hearing what is being said.  The important part is to make sure everyone understands!  That means goals and objectives both short term and long term.  How many times have we heard great ideas, but for one reason or another they didn't fit into our current strategic vision?  The great ideas were discussed, but nothing was ever done, and the idea gets lost, leaving the one who thought of it feeling as if no one listened thus becoming frustrated.

The other thing that is important, or I viewed it as important, is that we as CEO's need to quit blaming delays and inaction/no action on our Boards.  Don't get me wrong.  Boards are important, but let's quit kidding one another.  They look to us for direction.  We as CEO's can make or break a decision on an idea or proposal.  Let's not blame or hide behind the Board.

I guess what I learned is that it is important to listen to and actually hear our staff.  Communicate with them!  Make sure everyone understands strategic goals and objectives and how ideas, suggestions, proposals, etc. fit with or do not fit with the goals and objectives and why.  We must put ourselves in their position, and we will understand how frustrated they can become.  Communication is key!  Focus on communication and stress it at all levels of the organization.  Then, work on your listening skills!

Does Social Media Work for CUs? Let’s find out

A lot of credit unions are wrestling with the business case for social media. Others are adventuring out into the social media arena, looking to see what makes best sense for their business strategies.

Filene Research Institute has launched "groundbreaking research regarding the quantifiable impact of social media marketing strategies."

Can you make a commitment of about two hours over the next year to complete one survey per quarter regarding your marketing activities?

"The results of the year-long research will produce a statistically tested way to predict changes in membership and products per member (or, member share) based on social media activities."

"In plain English: If you keep wondering whether social media is just hype or an effective marketing tactic, this is your chance to find out. We want you and many other credit unions to participate because more responses make for better analysis. In return for your participation, we will provide you with the results of the research. Even if you are not using social media, we would like you to participate."

Credit unions have been built around people helping people. Working together is the best way for us to position credit unions forward. Hoping you make the commitment to be part of this timely project!

Bright Lights & Shining Stars – Finding Encouragement by Taking Time to Reach Out and Getting to Know Each Other

It all started when I was working on the 2010 Marketing & Business Development Conference. Greg Cangialosi, CEO of Blue Sky Factory is the closing keynote speaker. I came across a series of questions in the “about us – our team section”. Taking lead from Blue Sky, I recently posted a mix of fun and professional questions for Southwest CUNA Management School first year students, in their online class group site, to help “break the ice” before they arrive on campus. You know the kinds of questions:

• What’s your favorite _______?
• What would you do if you could _______?
• Name your top 3 favorite _______?
• Where would you like to __________?

The list goes on. From time to time someone will post a list on Facebook or send an email to see if you’re willing to play along. They may seem silly or even a waste of time. Yet for those who choose to play along, insights are gained and relationships start to form or strengthen. A benefit I did not expect, was finding breaths of fresh air and encouragement.

When asked “what is your favorite thing about working at a credit union?” answers included:

• I love that we are empowered to help people without all of the hindrances everyone faces at a bank.
• “People helping people" is what it's all about!
• I like being able to help people, especially when we can help someone that no one else will even talk to.
• It's a REAL, honest to goodness, not-for-greed credit union.
• Helping my members.
• Building relationships and making dreams come true for members!
• Helping members get out of dept, permanently.
• Giving atmosphere.

The final item was a request to “give one valuable piece of advice to credit union professionals”:

• All of your past experiences and education are worthless if you feel they are your qualifying factor. Use them to make the rubber meet the road and move forward.
• Get in the game and never, never stop learning!
• Set high standards for yourself and work hard to meet them.
• Don't lose sight of our purpose (what makes us better). This, for me, takes a lot of practice and swallowing of pride, but: my most valuable tool has become examining what I think I want and why, my motivations, my actions and the outcomes. This exercise is applied to ALL aspects of my life). A great (important!) question is "how will this affect the people (family, friends, co-workers) around me?" I must admit, it's not always been "pretty".
• Ask for help from the credit union people around you and give it back. COOPERATE and COLLABARATE. It is the single best way to get done all the things you have to accomplish.
• Keep a good balance between "best for the credit union" and "best for the member".
• Work is just a small portion of your life- it is a means to an end (Retirement)". Keep God first, Family second, and Work last in your life.
• Be a servant with a servant’s heart – serve those who report to you, don’t make them serve you.

And yes, I did ask about favorite movies, flavor of ice cream, where’d they like to go other than Fort Worth in July with 100 degree temperatures, and more. I can’t wait to get to know this group of credit union professionals better!

A special thank you shout out goes to the SCMS Class of 2011 for setting the Class of 2012 group site up before they even arrive on campus!

Why do you like to work where you do? What advice would you give?

Your Brand Speaks Volumes – Who Does It Say That You Are?

Marketing To Do List:

☑ Update logo
☑ New, slick, promotional pieces
☑ Marketing campaign approved and ready to launch

But wait, there’s more. When it comes to branding and image, ask yourself:

• Does the campaign support your credit union vision? Mission?
• Is your message consistent?
• Will your member experience match your message?
• Have you let your credit union staff know about you’re about to launch?
• Are the employees trained on the essential skills? Up to date on the featured product or service?

Branding goes well beyond marketing. As Mark Arnold passionately puts it, “branding is more than just changing a few brochures or the look of a newsletter. Much more. A true comprehensive branding program takes years to develop and impacts the entire organization. Your credit union doesn’t just “do” branding one year and mark it off its “to do” list. Your credit union must “live” the brand every day.”

Mark Arnold is teaching a full day course this summer at Southwest CUNA Management School on Advanced Branding. Limited seats available to help you further explore and expand your knowledge about branding.

Building a Lasting Brand: Advanced Branding for Credit Unions
Mark Arnold, CCUE July 20 (8:30 am – 4:30 pm)

Mark speaks from first-hand experience when he covers:

• Maintaining Brand Consistency
• Lovemarks & Emotional Branding
• Gaining Staff Buy-In
• Brand Leadership in the 21st Century

Having led his credit union through a name change and ongoing branding efforts, Mark provides practical information on what to and not to do with your credit union’s brand.

If you’re looking to develop your team or enhance your skills, plan to spend July 20 (8:30 am - 4:30 pm) on the TCU campus (Lupton-Brown University Union) with Mark and the SCMS Class of 2011. Limited seating available on a day rate. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.

You do not have to be an alumnus or have a student currently enrolled to take advantage of the opportunity to attend individual classes.

Be Strategic About Social Media: Find Your People, Join the Conversation

Social media, however you define it, is a changing environment. Regardless of what you call it, think about it, or the tools you use, it’s out there. And yes, the tools change. It’s not about the tools. It is about the people, relationships, value, authenticity, and conversation. It’s about growing your business and serving your community.

Make a strategic decision.

• If customers/members and potential customers/members are having a conversation which relates to your products and services, it’s in your best interest to be part of the conversation. Find out where the conversations are occurring. If they are at the local business club monthly meeting, show up. If they are on Facebook or Twitter, listen, share, and interact.
• If they are not talking about your credit union, products, or services online, no worries. Or not? Have you provided products and services worth bragging about? Has your competitor? Have your service levels slipped? Your products fallen behind the times? Do you want to know what people think? Look, listen, and learn. Be strategic about whether or not social media makes sense for your credit union and market.

If you make the strategic decision to incorporate social media into your marketing and business development plan, be strategic about what you do.

• Don’t set up a credit union Facebook page just because someone else did.
• Twitter is not a 140 character commercial. It’s a place to help people find connections, learn about cool stuff/resources, and know more about your credit union and what you have to offer. Select the tool or tools best suited for your team and your members.

Southwest CUNA Management School has two courses this summer with limited seats available to help you further explore and expand your knowledge about social media.

Social Media I: Getting Acquainted
Dr. George Low - Texas Christian University (TCU)
July 20 (1-4:30 pm) with 1st Year Students

Social-networking websites such as MySpace, Facebook, and LinkedIn have seen unprecedented growth in recent years. Consumers are creating their own content on blogs, YouTube, and are rating products and services on message boards and other sites, presenting unique challenges and opportunities for marketers to use these social media to communicate with current and potential customers, and to build lasting relationships with them. The objective of this course is to give students valuable knowledge and skills needed to take advantage of these powerful social marketing tools. Teaching/learning methods will include class discussions of current trends and issues, mini case studies, and the sharing of experiences, ideas, and best practices in using social media as part of a broader strategic, integrated, marketing communications effort in the credit union industry.

Social Media: Let’s Get Strategic
Amanda Vega – Amanda Vega Consulting
July 19 (1-4:30 pm) with 2nd Year Students

You’ve heard about social media, have been dabbling on your own, or have incorporated elements of social media at the credit union. How do you advance to the next level? It’s time to get strategic with Amanda Vega, Amanda Vega Consulting. In this open discussion that is part information and part hands-on learning, plan to explore and discuss:

• What are the challenges and successes associated with social media in the credit union industry and who ultimately owns it?
• Advanced uses and tools in social media to help you get to the next level (comment marketing anyone?).
• The executive team isn’t buying into this marketing activity or simply doesn’t “get it.” – now what? How to and ensure buy-in from the decision makers
• New research on tracking, monetization and the like (a Facebook fan is worth more than $138) and the new tools that are out there to help quantify these efforts.
• Social media compliance, regulation, and policy tips
• Taking your social media to the next level, communication as a whole, arming you with real information and engagement suggestions.

If you’re looking to develop your team or enhance your skills, plan to join us on the TCU campus (Lupton-Brown University Union). Limited seating available on a day rate. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.

Credit Union Lending Trends, Challenges & Innovations

It’s tough out there!

“Overall loan demand softened during the reporting period. There is more commercial and industrial loan activity in the pipeline but consumer loan demand outside of credit cards remains sluggish. Contacts report that they are turning down many potential mortgage borrowers due to poor credit. Credit standards remain tight and loan pricing is unchanged. Some contacts reported an increased inflow of deposits, which they attributed to the unease arising from recent stock market volatility. Although contacts are relieved that the Federal Reserve will retain regulatory oversight over state member banks, there continues to be concern regarding other impending regulation changes. The outlook is slightly optimistic with some concern about the impact of the Greek credit crisis.”
Source: The Beige Book, Federal Reserve Districts, Eleventh District – Dallas, June 9, 2010

According to CUNA’s 2010-2011 E-scan, “Credit union members demonstrated little appetite for additional debt in 2009, resulting in a meager 1% rise in credit union loan balances – the smallest gain since 1943.” Loans are out there for the financial service providers who are positioned to capture the business. Are you and your team on top of lending trends? Is your credit union ready and positioned to put new loans on the books? Have you considered various scenarios and mapped out plans to position forward? On July 14, Larry Biernacki, President & CEO, Arkansas FCU, will share with Southwest CUNA Management School students and guests from his extensive lending background, discussing such areas as:

• What’s Going on in Lending Land?
• Challenges in Current Rate Environment
  • Production Concerns
  • Margin Issues
  • What If/Can You Run Out of Money?

Strategic Products for Building & Deepening Member Relationships

Manufactured Housing

If you’re looking to develop your team or enhance your skills, plan to spend July 14 (1:00 pm – 4:30 pm) on the TCU campus (Lupton-Brown University Union) with Larry and the SCMS Class of 2011. Limited seating available on a day rate. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.

What’s a Leader to Do ... When You Are Paid to Think?

In any organization it's leadership who's responsible for setting the strategy, developing the tactics, and following through on the execution. The challenge for leadership is that not all plans go as planned. With capital markets changing, politicians in Washington changing the rules daily, the economy on life support, personal finances in turmoil and unemployment in double digits, what is a leader supposed to do to increase their membership, create a stable Credit Union, and continually deliver products and services that meet the needs of the membership? It is to follow the basic principles of Paid to Think:

• Learn to Slow Down
• Use Your Organization as Your Eyes and Ears
• Add Tools to Your Toolbox
• Marinate

 1^st year students and enrolled guests are in for a treat as they spend a full day on campus with David Goldsmith, MetaMatrix Consulting Group, LLC, exploring the concepts around “Paid to Think”, learning:

• A new road map for those in leadership that outlines 12 specific activities every leader should be skilled at to:
  - create rapid growth
  - increase customer and employee satisfaction, and overall value to the credit union
• What assumptions are preventing you from making rapid progress towards your overall desired outcomes and what changes you can make to easily overcome these obstacles
• How to rethink the current strategic and tactical model in such a way that brings clarity to every activity you do every day
• What leadership is responsible for delivering to insure that there are no fires, and progress is made every day, and
• The rationale behind the phrase, "All management exists in the future." and what you can do to bring even greater leadership to those you manage.

This course, while only a day long, will immediately change you and your Credit Union forever.

If you’re looking to develop your team or enhance your skills, plan to spend July 21 (8:30 am – 3:30 pm) on the TCU campus (Lupton-Brown University Union) with international business forecaster and management strategist, David Goldsmith and the SCMS Class of 2012. Limited seating available on a day rate. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.

David will also be our commencement speaker for the 38th SCMS Graduation.

Big or Little, Rich or Poor, Creativity is Key when it comes to Business Development

When you hear someone say “business development” what comes to mind?

• If only we could hire someone?
• Sounds good, but we don’t have the money to spend right now.
• It’s someone else’s job!
• So busy right now, good idea but don’t have time.

Seth Godin wrote, "The thing that makes business development fascinating is that the best deals have never been done before. There's no template, no cookie cutter grind it out approach to making it work. This is why most organizations are so astonishingly bad at it. They don't have the confidence to make decisions or believe they have the ability to make mistakes."

With some creative thought, many options exist that don’t involve additional staff or expenditures. It’s time to get strategic and bring growing your credit union into focus:

• Educate, energize and involve your entire staff
• Set goals
  - community outreach
  - retention
  - overall membership growth
  - other metrics appropriate for your credit union
• Track results
• Communicate

If you’re looking for training for yourself or your team to help with business development strategies, plan to spend a day on the TCU campus (Lupton-Brown University Union) with Julie Ferguson, owner of JRF Consulting Services, LLC. With 16 years at First Tech CU, Julie knows credit unions. She brings real life experience and practical tips to SCMS Grad School, July 21, on the TCU Campus. For more details, visit www.scms.coop or contact Janine McBee, SCMS Synergist & Director.

Passion, Purpose & Performance: How Strategic Leadership Works in Today's Credit Union

When it comes to your career path and leadership development, as well as succession planning for your credit union, the first person you look to is yourself! No one cares more about your future than you and those who depend on you. If you're looking for insight and guidance to help you on your journey, check out this first year SCMS course:

 

Passion, Purpose & Performance: How Strategic Leadership Works in Today's Credit Union.

 

First year Southwest CUNA Management School (SCMS) students hit the ground running on day one with Dr. Robert Smith. During his high energy presentation, he takes students on an experiential journey, sharing insights into fundamental leadership requirements guiding strategic change within their credit unions. In 2010 and beyond, success will be defined by the ability of credit unions to innovate. This course is a unique hands-on experience in the emerging discipline of leadership innovation. Because successful innovation is ultimately measured by execution and accountability, this course is fully anchored in pragmatic applications including numerous case studies to illustrate different leadership skills. The final segment the revolves around a discussion of who needs to be on your support team for advancing your leadership career as a leader of innovation in your credit union.

Dr. Smith covers:

• Assessing your skills for leadership
• Understanding how vision actually shapes strategic change
• Developing an accountability matrix to track leadership and coaching behavior necessary to get results

Limited spaces are available first year enrollment. Students starting this year will graduate during “The International Year of the Cooperative”. How cool would that be!

On a space available basis, most SCMS classes are also available on a audit basis.

Time to Vote for Next Read - Book Club for Professional & Personal Development

When it comes to reading for both professional and personal development, do you have good intentions but don't get anywhere? Is your schedule so crazy that meeting at the same time and day of the week is a commitment you're not ready to make? Do you need deadlines to get you started? Do you work for or love a credit union? Answer yes to any of these questions, and we're the group for you!

Our book club launched March 15, 2010 starting with Patrick Lencioni's "Getting Naked: A Business Fable." We are currently reading our second book, Seth Godin's "Linchpin: Are You Indispensable?" Please feel free to join in at anytime. That's the method to the madness for connecting on LinkedIn. If you missed the start or we are on another book, you can still jump in and add to the discussion on any book active in the group discussion site, sharing with the community.

We are about 1/3 of the way through Linchpin. It's time to start thinking about what the group will read next. On the list are:

Blink by Malcolm Gladwell
Everyone Communicates Few Connect by John C. Maxwell
Hot, Flat, and Crowded by Thomas L. Friedman
Rework by Jason Fried & David Heinemeir Hansson

Vote here. When you vote, please feel free to recommend books for future consideration.

Voting closes on June 16. Simple majority rules. The book with the most votes will be our third book.

Image Provides Insight into Ideal Candidates

Click the image to enlarge.

If you are planning a career in the credit union movement, professional development and networking are key to your success. As a leader, it is also important to have a plan to ensure that your team has a clear plan for developing their skills and network. Southwest CUNA Management School is designed to challenge you, your team, and your credit union forward.

 

If your find yourself or members of your team identified in the word picture to the left, you have a match for the profile of a future leader and SCMS student…enroll today!

 

Visit www.wordle.net to create your own "word cloud". It's a great tool to see if something you're writing has the emphasis where you want it to be.

Heads Up! FTC Guides & Some Risk Factors to Look Out For

Guest post by Nadine Boisnier, Compliance Officer, Amanda Vega Consulting

The recent revisions to the FTC guides concerning the use of endorsements and testimonials has posed some questions as to what people can expect from the changes and how this affects active participants in social media. As you begin to build deeper relationships with your Credit Union customers online, here are some guidelines on what the new FTC guidelines mean for you.

 

The basic FTC changes came into effect due to the emergence, popularity and increased growth of social media. (The guidelines were last updated in 1980). The regulations were updated due to the notion that the lines have been blurred between what an advertisement is and the motives behind the use of social media. There were instances of non-disclosure from companies using bloggers to post positive reviews while receiving cash or gifts as incentives. Regulators do not agree that these types of postings are unbiased reviews. Their goal is to inform the public to understand the difference and to make sure there is full transparency.

 

Some important points to remember: Any conflicts of interest must be disclosed in postings including Twitter tweets and profiles. Be upfront with any connections or relationships you have with the company or Credit Union branch you are writing on behalf of. Other updates to the regulations include the disclosure of any company-sponsored research, stricter liability for celebrity endorsements, no more ³safe harbor² for testimonials; meaning, the term ³results may vary² is no longer sufficient when making broad claims, and disclosing results that consumers can generally expect. Remember most importantly to be straightforward and transparent.

 

In addition to these guidelines, Credit Unions should be cognizant of additional risks that can affect their outreach to the public. Make sure your employees do not improperly use social media tools. For example, impulse messaging can be dangerous, so stop and think about the repercussions of your post or tweet. From a Credit Union perspective, employees can be a threat if they post information that could impact negatively on their brand.

 

As you are building a sense of community online, make sure to include customer care in the process. You must be careful how you do this since you may deal with disgruntled customers who use Twitter to discuss a negative experience. You should avoid a back and forth match with an unhappy customer and take the conversation offline. Be sure to offer them traditional customer care channels. Other basic rules include, accessing the urls in tweets with care. Do not click on links from people you are unfamiliar with.

Also, look out for people who use stalking techniques to try to social engineering information. Most importantly, make sure proprietary business and customer information is protected. Having a strong policy in place for employees to follow is key. Every organization should have a strong policy in place that clearly states the guidelines of how it should be used by employees.

Credit Union Twitter Risks

Guest post by Amanda Vega, Amanda Vega Consulting

So what are the risks and what can organizations and users do to limit such risk?

• Data leaks of confidential or proprietary information: The information that could be leaked includes identity theft, credit card fraud, business plans, confidential data, information about internal operations of the company and availability of personnel or their schedules.

• Malware and viruses: The use of abbreviated URLs makes it easy for the bad guys to mask links to infected sites and to redirect users to websites that they would think twice about visiting. The setting up of fake services could be used to collect credentials and information from that user.

• Improper use: From a corporate perspective, employees can be a threat if they post information that could impact negatively on the business and hurt its integrity. A wrong post picked up by such a wide audience could become a PR nightmare for that business.

• Impulse messaging can be dangerous especially if the user is irate and doesn’t stop to think about the repercussions of his or her tweet. Sending inappropriate tweets is not recommended.

• It is what the end-user does with Twitter that counts. Tweeters need to pay attention to what they are doing, listen carefully and do not trust every single follower who sends them a message. Humans are the weakest link the security chain.

• Customer care: Businesses need to be careful how they deal with disgruntled customers who may use Twitter to discuss a negative experience they had. With only 140 characters at its disposal, a business should avoid getting into a back and forth match with an unhappy customer on Twitter and encourage the client to use traditional customer care channels. Take the conversation offline.

How to counter risk:

• Every business that uses Twitter or any other social media or networking site should have a strong policy in place (and enforced) that clearly states how it should be used by employees. Warn about possible disciplinary action if the policy is violated.

• Emphasize that online conduct must not violate the anti-discrimination policy or other codes of conduct. Warn that the policy must be read in conjunction with the existing Employee Handbook.

• Include a provision prohibiting any conduct that violates federal, state, or local law.

• Direct employees to bring all questions related to the policy or permissible conduct to management.

• Off Duty Conduct - Employers may have broad discretion in disciplining employees where the employer can show that the off-duty conduct has damaged the business, hurt the employer's interests, or is otherwise inconsistent with the employer's business needs.

Some basic rules:

• Think twice before posting. Employees need to think compliance, integrity, security, then post.

• Access URLs in tweets with care. If there is no real need to check out the site, leave it.

• Show employees what to look out for. How to notice when someone is stalking or attempting to social engineer information.

• Avoid confrontation on Twitter. It is a great tool for customer feedback but may not be appropriate for resolving complex issues.

FTC FINAL GUIDES GOVERNING ENDORSEMENTS, TESTIMONIALS

• Definition of an advertisement has been blurred by the use of social media.

• Advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect. No more safe harbor – disclosure “results not typical.”

• Material Connections – sometimes payments or free products between advertisers and endorsers, connections that consumers would not expect, must be disclosed. The post of a blogger who received cash or in-kind payment to review a product is considered an endorsement.

• To limit liability look for authenticity – real experiences from real customers/consumers.

• Any endorsement, like any other advertisement, is deceptive if it makes false or misleading claims.

• Company sponsored research – if company refers to findings of research organization, the advertisement must disclose connection between the advertiser and the research organization.

Amanda recently presented for TCUL Annual Meeting& Expo (Grapevine, Texas). She is teaching a new course this summer for Southwest CUNA Management School (Fort Worth, Texas) – “Social Media II: Let’s Be Strategic”.

Southwest CUNA Management School Bulletin: Wanted Credit Union Professionals Fitting this Profile!

The secret’s out. Southwest CUNA Management School Students have been profiled. The PTP New Media & CU*Swag team caught one of this year’s third year students, Jason Duplant (Neches FCU) on tape. Look and listen closely to get an insiders’ perspective on the value of the school.

Careful analysis of this year’s 1^st year enrollees reveals what a typical students looks like:

Who

Students come from credit unions ranging in size from under $1 million to nearly $1 billion. It’s exciting to see mutually beneficial relationships develop when Davy and Goliath are side by side in the classroom.

Students range in age from 23 to 62. Oh the lessons the generations learn from each other when they spend eight days on a college campus for three years. New for 2010 we have a special scholarship, networking, and mentoring C2C initiative for students under the age of 30 by August 1, 2010.

Experience levels cover a wide range.

• Years on the Job: 1 to 26, averaging just under 6 years.

• Years in Credit Unions: 2 to 31, averaging 11 years

• Years in the Financial Services Industry: 2 to 33, averaging just over 13 years.

As for job titles, you name it and we probably have someone enrolled. The school is designed for everyone from management trainees to mid and senior level management to CEOs.

When       July 11-21, 2010

Where    Classes are held at TCU (Texas Christian University, Fort Worth, Texas)

Students may be coming from as far as Africa. The majority of the students are coming from Arkansas, Kansas, Louisiana, Missouri, New Mexico, Oklahoma, and Texas.

What

Intensive classroom training, world class faculty, unique networking opportunities, and developing a detailed two year strategic business plan for your credit union. Specialists gain an appreciation for how the various pieces of the credit union come together to complete/affect the entire company. Smaller credit unions get the opportunity to dream and think about how to strategically position their credit union forward. All students build a strong network of friends and experts to help them face challenges down the road.

Developing News

Strategic alumni have been collaborating and brainstorming about providing additional value. As a result of numerous discussions, new opportunities are available for credit union folks to take advantage of what SCMS has to offer.

• Day Students: Any league affiliated credit union may attend ½ to a full day, or even a couple of days on a day rate basis - $275 per day, lunch included, on own for accommodations. No homework. Click here for the full schedule.

• Full Year Option: CUNA Management School alumni are invited back for a full year experience, living on campus, learning and networking with the class of their choice. This is offered as either entire 1^st, 2^nd or 3^rd year options. Same price as a full time student, though no scholarship opportunities at this point. No homework.

If you, or one of your credit union’s talented up and coming stars, specialists, or seasoned vets are looking for challenges, fresh perspectives, innovative ideas and aha moments, the time to enroll in the school is now!

Contact Janine McBee for further information if interested: jmcbee@scms.coop or tweet @SCMSJanine

Business Development: A Team Sport

 

Guest Post by Julie Ferguson, JRF Consulting Services

 

Business Development is not a department. In a financial cooperative it has to be everyone’s job; from the Board of Directors to the front line employees. Credit unions who have limited or no dedicated business development staff often struggle with how to achieve growth goals. Each year the executive team determines that magical percentage for membership growth and it is shared with staff. What can sometimes be neglected are conversations about how the credit union will achieve that goal.

 

The first step is an evaluation of existing strategies in the areas of community outreach, SEG relationships, membership growth, and retention efforts. Part of the evaluation process should encompass reviewing the results and determining if they are indicative of the actual strategy or if the strategy was not properly executed. Once you complete your comprehensive evaluation you can move forward and create a business development business plan that includes new and enhanced strategies with implementation guidelines to position your credit union to meet its goals.

 

When business development becomes a priority for all staff, even those whose primary responsibilities are back office or operational, the growth goal becomes more attainable.  For obvious reasons, responsibilities for growth need to be scaled and realistic for each staff member. Opening up a dialog between business development and other departments will enable the exploration of increased involvement and ownership in the growth of the organization.  Setting specific, achievable goals for each employee and holding them accountable is an important component to the success of this structure. In addition, employees need to be trained on the skills necessary for effective participation in business development activities.

 

Creating a business development business plan and making growth a priority for all staff does not necessarily translate to an increase in budget. In fact, you will be amazed at what you can achieve when you focus on creativity and building valued partnerships in your community.  There are infinite possibilities!

 

Business follows relationships. Make business development everyone’s job.

 

Julie R Ferguson is the owner of JRF Consulting Services, LLC and helps credit unions create and execute results oriented business development strategies. She’s been in the credit union movement for over 17 years and spent 16 years working at First Tech Credit Union, currently a $2 billion organization, based in the state of Oregon. Julie speaks and consults nationwide. www.jrfconsultingservices.com.

 

Catch up with Julie live and in person during Southwest CUNA Management School’s Grad School sessions, July 21 at TCU (Fort Worth, Texas). You do not have to be an alumnus to attend.

SCMS New Faculty On Board for Summer 2010 Session

Fresh faces are on board to join the Southwest CUNA Management School faculty team and challenge students forward:

· Matt Davis  (AKA "The Credit Union Warrior") partnered with Filene Research Institute, Matt joins Denise Gabel for the 1 1/2 days of Innovation classes with 2nd & 3rd year students.

· Julie Ferguson, JRF Consulting Services brings a wealth of credit union and business development background to Grad School.

· David Goldsmith, MetaMatrix Consulting Group, Inc., is about to have a book published on strategic planning. He’s the final class for 1st year students, charged with sending them out challenged and future focused.

· Mike Petrone, CFE, CFSA joins us from CUNA Mutual Group (CMG) for the 1st year Risk Management course. In 2002, Mike was honored with the 2nd annual Michael G. Hallinan Risk Management Choice Award.

· Shawn Temple (one of last year’s Award of Excellence recipients), Bossier FCU, joins the team to work with students on the project (a two-year strategic business plan) requirements.

· Amanda Vega,  Amanda Vega Consulting brings real world experience to help second year students make strategic decisions related to social media and their  credit unions.

 

For a complete faculty team and course listing, scholarship information (deadline this week), and school application, visit www.scms.coop.

Excitement mounts as registrations come in for this year's first year class. To give you an idea of what students looks like:

• They are coming from Arkansas, Kansas, Louisiana, New Mexico, Texas and possibly Africa.

• They hold titles ranging from President, Manager, Director, COO, VP, Accounting, Business Services Representative, Branch Manager, to E-Branch Manager and more.

• The credit union asset sizes range from under $20 million to around $1 billion

• The students range in age from early 20's to 50's. They have 2 to 28 years service in credit unions, with 2 to 33 years in the financial services industry.

• Education backgrounds range from Masters Degrees to High School Grads.

Thank you Bossier FCU for enrolling three in the first year class and to numerous credit unions who continue to enroll credit unions year after year!

 

LinkedIn Group - Credit Union Leaders Book Club Begins New Book - Seth Godin's Linchpin: Are You Indispensable?

This week we are wrapping up discussions on Patrick Lencioni's book, "Getting Naked: A Business Fable...about shedding the three fears that sabotage client loyalty." Even if you did not read along with us, I'm encouraging the read and joining in the discussion threads. It's a great book for folks involved in sales and customer service. It can provide insights for large organizations with multiple departments/branches (when you substitute departments/branches for companies as you read). It also gives perspectives for organizations involved in mergers, as well as those simply looking to gain perspectives about their competitors.

It's no secret that I'm a Seth Godin fan. Next up, beginning April 26, we'll start discussions on Godin's "Linchpin: Are You Indispensible?".  Join us in our adventure as we explore Godin's thoughts about ourselves - our choices, our future, and our potential to make a huge difference. Whether you work for a credit union, serve a credit union, or just love your credit union, feel free to read along with us. Discussions and comments are encouraged.

Our approach is simple. We'll cover a chapter a week. Feel free at any time to add to the discussions and share your challenges and insights. Let's learn from and challenge each other.

For my credit union friends, I also recommend reading Godin's book "Tribes: We Need You to Lead Us".

How SCMS Changed My Credit Union Life

When I was introduced to SCMS, my first thoughts were:

• I have a degree – no more school for me – “CompSci til the day I die”.
• I have friends – I do not need more.
• I am not good at networking – what would I say?
• How will this help me and my credit union?

My first summer day of SCMS:

• I met great people – yes, the first day.
• I now had lots of instant friends who were in the same world as me – credit union.
• We had fun while we were acclimated to more credit union business.

What I learned:

• Time definitely does fly.
• You are never too old to learn.
• You know more than you think you know.
• Your questions can help others.
• Sharing is still a wonderful feeling.
• You are never too old to meet new friends.

How SCMS helped me:

• I was new to the credit union industry and SCMS was the orientation I needed.
• I learned more than I thought was possible.
• We are a small credit union but I have made contacts and never feel isolated or alone.
• I know where to go for help when we need it.
• And I never have to re-invent the wheel. Resources are there waiting for me.

What happened to me after SCMS:

• Those instant friends are now my BFFs.
• I started out as Technical Operations Administrator and am now Manager of the credit union and now confident in this new role.
• When our staff turned over 75%, leaving me as the sole leader, I had no need to panic because I knew at least 10 people who had gone through this before and they became my mentors. I had and still have a great support system of people who supported me through SCMS and continue to support me in anything I need. Without my SCMS support, I would have had a major meltdown, but I did not because I knew where to go.

Guest Post - Iris R. Netters, Class of 2008
One of the "Great 08" Class Members
Manager, New Mount Zion Baptist Church CU

Show us Your Leadership and We’ll Show You The Money!

Do you have talented staff under the age of 30? Are you looking for opportunities to hone and develop their leadership skills? The Texas Credit Union Foundation (TCUF) and Southwest CUNA Management School (SCMS) have joined forces to invest in the future of the credit union system through the SCMS C2C Scholarship – Connect to Collaborate!

The Scholarship? Up to $2,899 (tuition for 2010 SCMS summer session) – The full amount of tuition paid by the student’s credit union will be reimbursed for one student. Odds are better than 1 in 34 to win! At the end of the 1st year session of SCMS, the student’s classmates will vote on who among the under 30 group exhibited the most leadership on campus. Simple majority wins. In the event of a tie, the scholarship will be split. We will announce the winner during the July 21 graduation ceremonies.

Who is eligible? Credit union professionals under the age of 30 as of August 1, 2010 who are enrolled in the July 2010 first year SCMS session. The credit union must be affiliated with their state league. Enrollment closes at 55 students.

What’s in it for the student?

• Connect - opportunity to network and learn side by side with current and future credit union leaders and the school's highly acclaimed faculty.
• Collaborate - peer to peer mentoring.
• Added value for the 1st year students under the age of 30 
  - a special leadership packet – top secret contents!
  - additional bonus opportunities are in the works, like an invite to join 2nd year faculty member, marketing and branding expert, Mark Arnold, for lunch on campus.
  - VIP seating with industry leaders during graduation.

What’s in it for the credit union?

• Connect your rising leaders to a phenomenal credit union network.
• Collaborate with your student(s) as work is done to create a strategic business plan for your credit union.

To encourage and mentor up and coming credit union leaders, SCMS C2C will also hold a casual chat for all SCMS students and alumni under the age of 30 on July 20, after the annual alumni/student auction dinner. Watch www.scms.coop additional details. Wait until you see who is coming to campus to spend time with this group!

A huge thank you goes out to Brent Dixon, Mark Arnold, and PTP New Media for helping me get C2C from concept to reality!

Have questions about SCMS? Contact Director and Synergist, Janine McBee at 800.442.5762x6634, jmcbee@scms.coop or tweet @SCMSJanine.

(No scholarship application is required!)

Credit Union Leaders Book Club Launched

I don't know about you, but I am surrounded by books I plan to read. Great books sit waiting to provide aha moments, challenge my thinking, or to provide much needed escapes. Gifts waiting to be opened and explored, they look at me wide-eyed as if to ask which book will I devour next?

 

I have collected a number of business books in the last year that all seem more than worthy to spend quality time with. Yet, before I open any of the books, another one lands on my radar and finds it way home. My list of recommended books continues to grow. I trust the sources. They must be good reads. Right?

 

And yes, I must confess, I’m a cycler. No, Lance Armstrong doesn’t need to be worried that I might be a hidden threat. For as long as I can remember, I’ve cycled between fiction and non-fiction reading. Lately I’ve been reading historical fiction. The books have taken me on great adventures back in time and broadened my perspectives.

 

Was my recent escape to fiction driven by guilt that when I got bogged down reading “Einstein”? A trusted friend recommended the book. I know she would not do that lightly. Yet half way through I laid it down and it sits by my chair. I can’t completely let it go. It sits starring at me. Einstein and I will reunite somewhere down the road.

 

During a recent CUChatUp blog talk, the participants started chatting about business books. Book recommendations started flying. Inspiration! Around the same time, I had received one of those delightful Amazon emails about new books. I'm so weak and they know me so well. This one mentioned "Getting Naked: A Business Fable...about shedding the three fears that sabotage client loyalty" by Patrick Lencioni. I'm a fan of his "Five Dysfunctions of a Team".

 

It hit. The perfect storm - energy sparked by a community of friends who like to read and make a difference and a new book by an author I like It’s time to cycle back to business reading.

The call to action. The call to community. The LinkedIn Group “Credit Union Leaders Book Club” was born. Using the discussion feature of LinkedIn, this is a community where credit union professionals and friends committed to professional and personal development are encouraged to grow together. Being part of the community adds a sense of accountability and responsibility. We’re spread out across the country and all have busy schedules. The online discussion gives us more options to learn from and share with each other. On March 15 we start our 1st book discussion, covering one chapter a week. Our community will determine the next book.

 

Feel free to join our group and share the challenge with your team. Together we can learn from and challenge each other forward. Feel the energy. Make the commitment.

Transparency, Authenticity, Honesty and Passion for Topics and Brands

Thanks go out to ConversationAgent by Valeria Maltoni for a little morning inspiration! Time to put your thinking caps on.

Transparency, authenticity, honesty and passion are commonly thought about and addressed as people navigate a wide variety of social media channels. If they are not being thought about, warning, do not pass go. Please slow down and give these areas serious consideration. You owe it to your customers, employees, board of directors, share or stock holders. What are the norms for your business environment? Your team?

Take a moment to hop on over to a blog referenced by a tweet from @ConversationAge:

Diva Marketing Blog - "Where Does 'Transparency' Fit In The New Social Media Marketing Model?" The post highlights insights from 39 people active in social media.

Questions that raced through my mind:

• Should your organization have degrees of transparency?

• Is it important for your audience to know who writes copy for your communication channels?
  To know who is responding to them?

• Do you have content strategy? Communication goals? Are you having conversations and building relationships?

• How personal should your social media, public conversations be? As work and personall communication channels blurr, when are you simply yourself and when are you representing your company? Both 24/7/365? Are we ready for that?

• What lessons have you learned?

Social Media, Patience & Education - Looking Back & Reflecting Forward

Following up on two recent posts by James Robert Lay about "Credit Unions, Twitter, Service and Brand Management"...

Those who know me, know I did not embrace Twitter and Facebook until this last summer. Had enough on my plate already without adding any additional distractions or diversions from the work at hand. Many conversations, yes, real conversations, diving in, listening, learning and lots of coaching later, I now champion both tools. And, yes, I'm still learning.

As director of a leadership development school for credit union professionals, reaching my target market is crucial. The ability to develop a relationship with future students before they come to campus helps us to maximize their experience. You do become vulnerable when you put yourself out there. At the same time, you also gain strength and support as you spend the time to establish relationships and learn together. All relationships take time to develop.

As senior director of training for the Texas Credit Union League, finding new speakers and topic ideas help me to better serve our membership. When I’m looking for subject matter experts, tweets and blogs help me get a better picture about the speaker, as well as topic ideas to meet the needs of our membership.

As someone who likes to use financial services, I appreciate when I see tweets alerting me to special hours of business, challenges with websites/ATMs, financial management tips, and more. Time is precious. I like it when someone cares enough to save me time.

As a member of a various communities, it's nice to know where and when there are opportunities to serve and give back.

As the mother of a freshman college student, twitter is how I get campus wide alerts.

Some of my aha moments included:

1)     Twitter provided a no cost way to set up crisis communications when we had students on campus. (Grateful the need to use did not arise.)

2)     Twitter provided a way for me to bring subject matter experts into the classroom for brief periods of time who could not have been there otherwise.

3)     After linking Twitter to Facebook, I was finding some people were more likely to respond to tweets through Facebook. Hmm. Unproven conclusion – until social media tools and applications are sanctioned in the workplace, people are more likely to respond on personal time through Facebook (unless they have cool phones).

4)     Innovation and new ideas are important as you work to position your company forward. By strategically selecting who and what topics I follow, I’ve found solid information with minimal time.

5)     Engaging with the right people through social media grows valuable relationships. It’s always been important to reach people in the manner they wish to be communicated with. I have treasured contacts who prefer Twitter or Facebook for 1^st point of contact. From there we migrate to other forms of communication as appropriate.

6)     Sometimes you just need a little laughter to break up your day or to know that there are good news stories out there.

Before writing this, I did a little research on tweet posts over the last 24 hours from folks I follow:

1)     5 Sure-Fire Ways to Operationalize Social Media by Jay Baer

“And in 2010, we’re going to move from experimentation to methodology. It will be the year that the real-time Web and social media become operationalized.”

I agree with Jay that 2010 will see a lot of social media strategic decisions made and processes refined.

2)     As someone who loved the efficiencies of RSS feeds for storing key topics in a summarized fashion, I find myself following into the same scenario that Richard MacManus describes in:

RSS Reader Market in Disarray, Continues to Decline
December 20, 2009 - ReadWriteWeb.com

“One of the interesting trends of 2009 has been the gradual decline of RSS Readers as a way for people to keep up with news and niche topics. Many of us still use them, but less than we used to. I for one still maintain a Google Reader account, however I don't check it on a daily basis. I check Twitter for news and information multiple times a day, I monitor Twitter lists, and I read a number of blogs across a set of topics of most interest to me. “

3)     @MattRhodes directed me to “Social Media as  Crisis Management Tool”
FreshNetworks - “I have a client who once said to me: “We want to use social media to attract more complaints”. This may seem an odd thing to say, all too often attracting complaints is a reason people cite for being anxious about using social media. But this client knew that one part of their service didn’t always perform as well as they might hope. They also knew that nobody ever really complained to them. They must be complaining somewhere, they thought, and we’d like them to be complaining to us.”

He goes on to note some uses for social media in context of crisis management:

·         Keep people up-to-date

·         Represent your brand

·         Engage people talking about you

·         Communicate strategically through hub and spokes format

All this to say that conversations are happening.

1)     We have to be better about telling the good stories and turning around the bad ones. Social media tools provide opportunities to do so. It’s time to hone our skills to take advantage of these dynamic, rapidly evolving forms of communication.

2)     New information is coming at us faster than we can absorb. Social media tools help us gather data and information rapidly. However, don’t let social media be your only research source.

Be deliberate. Have a strategy. Join the community. Looking forward to exciting things in years to come as we work together to innovate forward.

Twitter: a faster horse, trends, the classroom, & our future work force

My mind is racing as I think about the tremendous opportunities that lie ahead as we innovate, communicate, learn, and grow together.

Others may question the value of Twitter. It was not that long ago that I didn't even want to consider another communication channel. I was too busy and there was too much trivial communication. Now, I'm thankful for an ever-growing, thought-provoking, community of connections and viewpoints shared on Twitter.

Browsing through Twitter updates this morning, I came across @BertDecker's reference to a quote by Henry Ford:

"If I'd asked my customers what they wanted, they'd have said a faster horse."

Fortunately, Mr. Ford chose a different path, pioneering a new form of transportation. Might social media be to communication, like the Model T was to transportation, where Twitter is the higher speed evolution?

Next, I spent some time reviewing @MichaelHyatt's pointer post to the free ebook, "What Matters Now: Things to think about (and do) this year". More than 70 big thinkers collaborated to provide a picture of where we are headed, including Seth Godin, Chris Anderson, Tom Peters, Elizabeth Gilbert, Guy Kawasaki, and more.

The ebook begins with a spotlight on generosity. Logic would indicate that people start focusing on looking out for number one when the economy is tough. It turns out that the connected economy doesn't respect this natural instinct. Instead, we're rewarded for being generous.

Covering such areas as dignity, momentum, consequences, compassion, DIY, accountability, responsibility, collaboration, change, context, authenticity, and more, the ebook is worth taking the time to read. Slow down, contemplate, and give some serious thought to the concepts. Take time to ask yourself, "What does this mean to me?"

Next, @rossdawson pointed me to "A futurist's view of the 'next big thing' in social media" by @VenessaMiemis and featured on www.businessesgrow.com.

When I came across:

Many young people are not being taught how to benefit from the power of the web as a tool for building a network and for learning. I mean, anyone who uses Twitter or belongs to an online community of some sort has seen that sharing information and learning from one another is not only fun and rewarding, it's addictive. Kids need to be shown how to navigate that world too.

It's not just the kids who need to be introduced to or taught about the value of social media. All ages can benefit when they find the right focus and discover the best channels to use for their goals and interests.

I was compelled to pay it forward today, sharing insights I found valuable with others. Now will you share with me? Has someone's tweet inspired, challenged, and helped you position forward? It's your turn to pay it forward, shout out and share with others.

Are you still undecided about or dismissing social media?

No matter what form of social media that comes to mind, blogs, twitter, facebook, and so on, they are simply another form of communication. In a recent conversation with Amanda Vega she described social media as being similar to conversations at a cocktail party. Some conversations are more engaging than others. And yes, some conversations may send you desperately running away in search of more interesting people to be around. There are even times when you have no real interest in any conversation at the party and you flee from the event.

As with any communication medium, there are those who prefer one form or another. As you weigh the value of social media, ask yourself  “how do people I want to serve, sell to, or have relationships with, communicate?” If no one in your world tweets or spends time on Facebook, by all means, you don’t need to go there. In today's competitive market place, identifying how people prefer to communicate is a solid strategy to position your business forward.

A big part of who I am is built around developing relationships with credit union professionals, speakers, and service providers.

A younger credit union COO I know probably won’t answer a phone call unless you are already listed as “OK” when your phone number pops up, doesn’t care to read paper based mail, and prefers not to use email. I had to make a decision. Is he important enough for me to want to have a conversation with? Absolutely! Because I do value the relationship, I choose to communicate the way he prefers - via Twitter. Does that mean we don’t email, talk on the phone, or visit in person? No. However, we have established a way to stay connected and strengthen our relationship through Twitter and Facebook. Because of the relationship, many more channels of communication and business opportunities become open.

Another of our CEOS just wants a phone call. He said if I called him he'd send me a student every year. Easy enough. I'm happy to place the call to keep the relationship and build the business. And yes, I learned this through good old fashioned face to face communication and asking for the business.

As we go forward and wrestle with various forms of communication, it's not as easy as what form will I choose. It is all about strategy. No matter the form of communication, or how many channels you feel are appropriate for your business, spend some time assessing the form, style, value, and direction for each. Take a tip from Seth Goodin as he compares social media to a hammer, "The best way to find the right tool for the job is to learn to be good at switching hammers."

Ask yourself where are the conversations occurring that are important to me and my company? Be deliberate. Form the relationships and join in the conversation by both listening and speaking. Bring value to the conversation and be real.

If you have already embraced social media, what are you doing to enlighten others about the business value of the medium?

Do You Have a Fowarding Quotient Strategy?

New term for me today - Forwarding Quotient (FQ). Are you strategically and thoughtfully taking time to forward content of value to your clients, peers, work team, and friends?

I learned about FQ through a weekly update from a LinkedIn group I follow - twitter innovators Innovation & Creativity Network of Tweeters . Scott Jacobs posted a link to Harvard Business Publishing (a source that I also follow through RSS feeds) "Conversation Starter - The Disadvantage of Twitter and Facebook" by Michael Schrage.

As I read along, I was nodding in agreement. Whether we grow our relationships through face to face contact or online connections, special are those who know us well enough to share pertinent information that build us up, help us with projects, or provide inspiration and spur innovation.

I've found useful information through posts to this LinkedIn group. Scott's post, his choosing to participate and not just observe, gave me value. HBP posting timely articles with attention grabbing headlines keep me coming back.

Have you made the commitment to participate in social networking communities? Twitter? Facebook? LinkedIn?

Do you add value by forwarding information or commenting on blogs that grab your attention?

Do you have a lesson learned, aha moments, informative articles that will help someone position forward?

Add value. Be a contributor to the communities and dialogues around you. Share!

Learning Continues Through Social Media Channels & E-mail Communications

Social media is simply another language. One where those who are fluent or even learning themselves are often more than willing to share their knowledge and coach novices. Today, Sean McDonald was gracious enough to take the time to educate me and open my mind to yet another way to share lessons learned.

Once I decided Twitter did have value, I typically begin my business day with a quick overview of tweets. This morning a post by @ConversationAge caught my attention:

RT @ConversationAgeListening is a basic, human element of your business. Why is it so hard? http://ow.ly/pyHG  

For those new to Twitter - RT is a "re-tweet" or repeat of someone else's message.

Since I still consider myself new to a lot of the social media channels, and sage advice I continue to receive is to listen, the tweet reference caught my attention. After reading it, I wanted to share the message with others. I emailed Sean directly, seeking permission to repost as a guest blog on this site. 

He was kind enough to take the time to introduce a new term to me "pointer post" to me, including an example:

Thank you for the kind words, glad the post is helpful to you. Best approach for you sharing my blog post is to do a pointer post.  A pointer post is where you write a short intro on cugrow.com (intro can be how it applies to the CU business, what you liked about the post, or something as short and sweet like, “this is what we have been discussing at cugrow, thought you would benefit from another point of view”) and then link over to the original post.

Thanks Sean for taking the time to reach out and help educate others along the way. For me, this is one of the many values just waiting for folks as they learn to embrace a wide variety of communication tools.

Do you have lessons you've learned about social media to share with others? Shout back and share.

Helping People Understand Twitter and Other Social Media

When reviewing the weekly update from one of my LinkedIn groups, I came across the following post from David Pittman (Sr. Director, Marketing Communications, Initiate Systems, Inc.). I found his approach insightful and have his permission to share…

My company recently jumped headlong into social media, becoming active on Twitter, Facebook, and, LinkedIn, with soon-to-roll plans for other social media outlets. As the marketing communications director, I'm responsible for getting all this action rolling. That means I also field a huge range of questions from co-workers.

The most frequent type of question I get is "How is [X] different from [Y]?", especially "How is Twitter different from Facebook?" To help my colleagues understand the different social networks, I borrowed from my product marketing friends and created personas for each network. Each persona is the name of a fellow well-known employee, so everyone can quickly picture the personality of each social network and the 'feel' we will try to give to each in our communications.

Below are the personas I wrote, with the names changed to protect the guilty.

• Our blog is like Tom C: authoritative but with a humorous edge. Invites other opinions.
• Twitter is like Bill F: clever, witty and fun; easily interacts with other people; not afraid to ask thought-provoking questions.
• The website is like Ginger K: organized, has everything you need. Isn’t as outgoing as other media, but is always ready to interact with you.
• Flickr is like Emily G: has all the images, pictures and graphics you could want. (One person added, “And is easy to use.”)
• YouTube is like Dr. Robert H: has depth and technical knowledge, but also has a funny personal side.
• LinkedIn is like Alexandra T: knows everybody; exudes a professional demeanor; isn’t afraid to reach out and make connections.
• Facebook is like Ted P: cheerful, congratulatory and social. Reaches out to other people, encourages interaction among different people, has lots of friends; is able to integrate personal and professional.

What do you think of the characterizations he applied to each social network? What changes would you make?

Building the Business Case for Social Media - Come on in, the water's fine

My venture into social media began a little over a year ago as a result of a conversation with two young men before they were about to do a presentation at Southwest CUNA Management School (SCMS) for alumni and students. The students had arranged for the presentation about the basics of social media. At the time this was all new to me and I wasn't ready to embrace any of it. However, James Robert Lay and Brad Garland impressed me. They were young, professional, passionate, and communicated well. It wasn't even the presentation that got my attention. It was how they approached business. Since then they have both become treasured friends and mentors.

One of the lessons I was reminded of when visiting with James Robert and Brad was to invest time in getting to know professionals outside of your own generation and beyond existing customer/member and vendor relationships. As relationships grow and new ones are formed, when we are looking for them, there are numerous opportunities to learn from each other. Collaborations can be a driving force to help position forward.

James Robert coached me through basics of blogging, eventually opening the door for me to blog on this site. As with most social media tools, the advice was to observe first. See how the media is used. Find blogs that interest you. Participate by commenting. Submit guest blogs. Learn how to stand up. Walk. Run. You decide each step of the way how quickly you want to progress.

I was introduced to RSS feeds. Cool. They saved me time by organizing blogs with information that was of interest to me directly into files in my Outlook. Now, when I have time, I can quickly review information, looking for new ideas and innovative approaches. To position forward we need to be finding new ways to do business.

LinkedIn is still my favorite, though this one seems to be more difficult to get folks to "buy into". To me it's more professional. One of the challenges is for folks who ventured into LinkedIn when it was primarily a HR recruiting/job hunting communication tool. They tend to think, been there, done that, tool has no value. It has evolved beyond it's HR/Job function, though it still has elements related to that. I like the ease of sharing news and starting/following discussions. I much prefer following a discussion here as opposed to weeding through email or twitter strings.

Facebook. Twitter. Waiste of time? Why bother? To maintain and grow market share, as well as position forward, we need to reach people beyond our traditional market(s) and contacts.

Before SCMS began this summer, I had just started to explore Twitter as a communication tool. During some idea generating sessions we used Twitter for live comments. As the process evolved, we realized that Twitter had power to bring expertise immediately into the conversation or to share "back home". No travel. No expense. Real time.  We had strategic "experts" join our classroom conversation from New York, Washington D.C., and California. The experts gained new ideas. Credit union employees were able to be part of the conversation, gaining insights, without leaving the office. All players won.

Recently Brad posted a twitter offering to help on projects. I took him up on his offer with a simple request for him, but something that would have taken me time to figure out. I wanted to sync twitter with facebook and had not spent the time to figure out how to do it. He made it happen with a few key strokes and I was off and running.

This morning I posted on Twitter that I was looking for ways to help folks see the business case for social media. Darrell Bahr picked up my message on facebook, sending me the following reply:

"Need case studies/examples. CU people are largely numbers people, so they need something tangible and proven/tested before they will try something so "radical". A few places to look:

Link 1

 

Link 2

 

Yes, I could keep going on. This just scratches the surface. But another lesson learned, you have to manage time. My other duties are screaming at me. 

 

Care to share ways to show the business value of various social media tools? I'm all eyes and ears - shout back.

2009 SCMS CUMA Award: And the winner is...

Congrats to iLife for winning the 2009 CUMA with "Credit Unions are Sweet".

This year's CUMAs (Credit Union Movie Awards) turned into a huge success for SCMS and all credit unions around the world. There were over 45 entries that came in which were then narrowed down to six finalist. Once again, this year's CUMAs six finalists focused on the difference between credit unions and banks.

In less than 24 hours of voting there were over 550 votes cast.  That is amazing to see how the credit union movement can utilize a grass roots effort and get people to take action for a cause... even if it is for the CUMAs. Votes came in from credit union employees, members, non-members, families, friends and others in the community. The voting page alone was visited by over 800 people.

I am stoked and excited to see how the 2010 CUMAs will play out as the word continues to spread.

Quick Credit Union Blog Update

I am in Fort Worth this morning and about to kick off the Hands-on Social Media session for SCMS.  This is going to rock as we will be letting credit union leaders of today and tomorrow get to play with social media. From blogging to twittering to web video and podcasts, we are going have fun creating SCMS2009: Speak Your Mind. Share Your Experience.  Following along today and click to watch the blog being built live.

If you want to follow along, simply pick up the #scms RSS feed here. After the session, we will be doing an interactive recap and QA with a live twitter stream. So please feel free to shout back and share your thoughts, ideas and questions.

Rock it!

Credit Unions: Vote for Your 2009 CUMA

Wow! What an awesome response to this year's CUMA (Credit Union Movie Award) entries. We are so excited to see how credit unions are using web video to connect with their members and tell their stories. It was a tough decision as over their were over 45 entries.  Thanks to all who entered. The council* has narrowed down the entries for voting to the following six videos.

Voting Closed - July 21, 2009 2:00 PM CST

*The council include Southwest CUNA Management School students:

Grace Bianco - Security 1st FCU

Shawn Temple - Bossier FCU

Dale Hansard - Caprock FCU

Eric Hardman - Electro Savings Credit Union

**Only one vote per email address. Abusive voting will be thrown out as decided by the CUMA committee. Email address must be valid email. Voting will run from 12:00 PM CST July 20, 2009 through 2:00 PM CST July 21, 2009.

Welcome SCMS Students - Rock the Credit Union World

Greetings and hello to all the SCMS students.  I wish all of you nothing but the best as you kick things off and know there will be a ton of great ideas that come out of the next two weeks.  From what I hear on Twitter (via @scmsjanine, @shawntemple, @jaduplant, @Kent_CUlifer), things are already off to a awesome start.

Keep me in the loop with what's going on and friend me up on Twitter: @jrwlay

I hope you enjoy the CU Grow credit union blog t-shirts and where them with "purple pride" to represent SCMS.  My challenge to you is to shout back to this blog post on how you will "innovate, communicate and collaborate" in SCMS over the next two weeks.

Spread the word. Tell your friends at school and get them to post their thoughts and ideas as well. Looking forward to hanging out on July 21 and July 22.  CU soon!

Until then, rock the credit union world. \w/

CUMA: Part Deux!

Calling all nominations for the 2009 C.U.M.A.- Credit Union Movie of the Year Award. Last year Larissa Walkiw, spokesperson for Commonwealth CU’s Young & Free campaign, won the very first C.U.M.A. with The Difference Between Banks and Credit Unions – Part One . Who will be the winner this year? Who will take the coveted C.U.M.A. home? Blog back with the link to your nomination- to do this post a comment to this article and include a link to the video you are nominating. You can nominate any credit union film you have seen this year- it doesn't even have to be from your credit union. Feel free to nominate more than one. We will have an online vote next week. The winner will be announced Tuesday July 21 at the SCMS Alumni & Student Scholarship Auction & Networking Dinner. The deadline for nominations is July 17, 2009. The only rules are:

• The video is no longer than 5 minutes.
• It must have premiered between July 2008 and now
• It promotes the credit union industry in a positive way
• It is uploaded to a public viewing site: Such as YouTube or a public credit union website.

The Competitive Edge - Member Experience 2.0

Guest post from Curt Tueffert, Brick Wall Motivation...

Member experience is a sum total of the products, people, and processes they come in contact with when they create a relationship with you and your credit union.  We are faced with a fresh new year, a new president, and a new (and challenging) economy.  How will that impact Member experience?  Here are 4 Great Member Experience Insights for 2009.

 

Insight #1: Without Members We Don’t Have A Business. We Have A Hobby (Peppers and Rogers, Return on Customer). Members are more and more adept at differentiating value and price, service and delivery, and other decision points to align with partners like you. More products are becoming commodities, Members are bombarded with marketing messages, and information is just a few keystrokes and web pages away.  Everyone has to strive for the best Member experience regardless of the economic times.  We all impact the experiences of all our Members.

 

Insight #2: The Main Thing Is To Keep The Main Thing The Main Thing. The Chinese term wei gee portrays the dual nature of a crisis; Danger being one element and Opportunity the other.  Members are being challenged right now, they’re cutting back, and you can either prepare for danger and ride it out or advance and seize the opportunities as they present themselves.  Our collective Member Experience will present more opportunities to delight our Members in these times.  Front line sales people, Member service professionals, investment teams, loan processors, underwriting, and all levels of management can choose to create great Member Experience touch points…daily. The upside is adding Member and keeping the ones we have. The downside of not providing great Member Experiences is the loss of Member trust, and eventually the loss of Members (see point #1)

 

Insight #3: The Time To Get Creative Is Now. As budgets shrink and marketing departments take more control of the price/value proposition, you have to get creative in how you position your credit union (and message) in the member’s minds. By creative I mean nimble.  Can we present an alternative solution to meet the Member’s needs?  Can we listen more and talk less?  Can we practice an increased degree of empathy in all of our departments?  They are under pressure to perform and therefore, so are we.  The more we can strengthen our value proposition, the greater chance we will get to solve our Member’s challenge.

 

Insight #4: The Way To Our Member’s Heart Is Through Our Employees. When our employees are not engaged in the Member experience, our Members know; yes they are that smart.  “While you can make some customers happy through brute force, you can not sustain great customer experience unless your employees are brought-in to what you’re doing and are aligned with the effort. If employees have low morale, then getting them to “wow” customers will be nearly impossible”. (CxP Law #4 – 6 Laws of Customer Experience).  It is everyone’s responsibly and mission to help each other get grounded in why we are here, how we can create awesome Member experience, and then do it again and again. Walt Disney said “You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.”

 

People are getting more impatient.  Google.com drives the demand for “I want it now.” An article mentioned a Gen-Y teenager who said the problem with Mc Donald’s is it’s just too slow. We are faced with both employees and Members who expect and often demand a great Member Experience.  Let’s give it to them; today, tomorrow, and everyday after that. 

SCMS Hands-On Social Media Class & More

Southwest CUNA Management School
Grad School - Social Media Lab: Credit Unions Get Down & Dirty

 

It’s time to stop talking about social media, roll up your sleeves, and experience some of the tools first hand. James Robert Lay, Brad Garland, and Kent Sugg team up to divide you up. Attendees will divide into work teams to create various social media elements. You’ll discover that with some strategic thinking, nominal investment, and time, you can effectively take advantage of opportunities afforded you through blogging, polling, podcast, Flickr, Twitter, Facebook, YouTube, and more.

Unlike other events where you or your staff attend and get excited about the potential of social media, only to return and hit a dead end because you have no idea where to start, you’ll be in real life scenarios to help you better understand and work with social media when you return home.

 

Visit the school site for the full Grad School curriculum, schedule and related details.

 

For the 1st Time - SCMS is Offering a Day Rate

 

Open Invite to Credit Union Professionals to Attend the SCMS Fireside Chat with Robert Gallman and Susan Mitchell - no charge to take advantage of this event and experience the excitement of SCMS!

Swing for a cause - the development of credit union leaders! The 21st Annual SCMS Scholarship Golf Classic is open to all.

 

It's not too late to enroll as a 1st year student! Plan now to connect with tomorrow's leaders. Enroll today!

Invest in the Future

It’s time to rethink strategies and find innovative solutions to today’s challenges. Seeking ways to maximize the return on how time and money are spent is crucial. Southwest CUNA Management School (SCMS) is an environment where applied knowledge and networking are structured to help students find innovative and sound strategies to help position their credit unions forward.

This is the year to seriously consider enrolling yourself or key staff in SCMS — the place to connect with professionals dedicated to the future, an industry think tank.

- Credit union focused curriculum

- Networking opportunities
- Awesome faculty
- Student participation 

Two innovative credit union communication tools students initiated over the last year:

YouTube Video (Bank vs. CU Novella) - Kudos Alex Rascon, (SCMS Class of 2010 president, GECU)

This blog, CU Grow - Thank you James Robert Lay and Natasha Melugin (SCMS Cl of 2009) for your vision, commitment, heart and passion!

- Opportunity to be part of shaping the future of credit unions!

The school is intense. Less than 80% of a first year class make it to graduation. Successful completion of the school is something to take pride in. A three-year commitment, this summer's session is from July 12-22.

SCMS offers professional and personal development opportunity, providing a strong base for credit union leadership. Take the challenge. Make the commitment. Enroll today!

Southwest CUNA Management School at TCUL Annual Meeting

We caught up with Janine McBee, a CU Grow blogger, at the Texas Credit Union League Annual Meeting.  She was hanging out with a Southwest CUNA Management School alumni.  Watch the video below to hear what she had to say about her experience.

Invest in the Future by Enrolling in Southwest CUNA Management School

Challenges are here, both in the economy and in the workplace. As we deal with challenges and seek solutions, opportunities often present themselves. Now, more than ever, it's important for us to creatively connect both inside and outside of the credit union movement. Together we can find and capitalize on opportunities. I have just the place for you to connect with professionals dedicated to the future.

To help position your credit union forward and develop leaders, consider enrolling yourself and key management team members in Southwest CUNA Management School (SCMS). The SCMS curriculum has been celebrated for years. The growing list of professional credit union leaders to have emerged from the three-year school continue to shape and develop the credit union movement in innovative and positive ways.

To maximize both your personal and professional ROI for this intense school, students should arrive on campus with a strong determination to focus on:

• Being ready to capitalize on the broad networking opportunities. Students and alumni represent a wide range of credit union expertise.

• Planning to take advantage of the vast expertise offered by faculty. Many bring international experience to the classroom, challenging students with crucial topics. Faculty also encourage students to pursue innovative concepts.

• Arriving prepared to actively participate, incubating ideas and contributing to the overall educational experience by offering their own unique perspectives.

• Being a part of creating and shaping the future of the credit union movement.

When students arrive determined to take advantage of all SCMS has to offer, the rewards both personally and professionally extend well beyond the year of graduation. Shape the future and make a positive change in the credit union by enrolling in SCMS today. Enrollment is limited to the first 50 students. Seats have been going fast. Only 26 1st year student slots remain.

Students and alumni are encouraged to take full advantage of networking options by also utilizing the SCMS groups in LinkedIn and on Facebook.

Watch for information about the SCMS Grad School on July 22. One of this year's sessions will feature a hands-on workshop about how to create various social media forms of communication.

For more informtion give me a shout back!

The Re-Purposeing of Marketing

Hot cup of tea in hand. Overlooking a sea of traffic in the early hours. Cruising through email as I prepare to race through the day. Hit the breaks. Slow down. A headline catches my attention, The Re-Purposeing of Marketing. It was in a little box in an email from the MarketingDailycommentary. They had me at the first sentence...When you have a genuine purpose at the heart of an organization, it takes marketing to an entirely different level."

Credit unions have been built around passion and purpose. Sometimes we need to be reminded of the basics to keep our message strong, serving our members, and reaching out to attract and serve new ones. As we bring in new staff, we need to make sure to always articulate, educate and demonstrate the credit union difference.  

In case you don't know about credit unions, yes, our customers are members. They are member-owners. Our purpose is to serve and maximize the wealth of all member-owners. Our purpose is not to maximize stock holder wealth for a limited few.

The article goes on to state, "Purpose makes everything easier but it's not easy work. Having a purpose will give an organization a north star that will make decisions come easier and alignment happen faster." Is your team clear about your purpose? Where the north star is? Are your strategic plan, leadership direction, and marketing plan aligned to create a passion and loyalty from those you are here to serve? What is your brand? Would your products and services be missed if they went away?

As you prepare to address your membership with your annual report and annual meetings, will you have their attention at the first sentence?

Thank you Roy Spence and Haley Rushing for the article!

Position Credit Unions Forward - Be part of the solution

Resourcefullness abounds in the credit union movement. Collaboration and creativity have been hallmarks of our industry. We have member/oweners we are accountable to. Do you have the next great innovation/idea to help position credit unions forward? Or do you think you are not high enough on the management chain, your voice would never be heard? Think again! Seth Godin, in his book Tribes, wrote about how Thomas Barnett changed the Pentagon. From the bottom. No status. No rank. Just a reasearcher. The key - passion for change!

Silence is not golden. You have a forum. Your voice can be heard. It's time to get in the game, to "slinky up" (anti up, belly up, step up, roll your sleeves up - you get the idea - only have fun while you're doing it).

Credit union and SCMS faculty rock star, Denise Gabel, writes: Feeling stimulated yet?

Whether you supported it or not, Congress and the Obama administration have served up a massive spending package aimed at the economic crisis. Rather than waiting for that money to trickle down, Filene wants to help credit unions innovate in the new environment.

Read more.

Thank you to the LoneStar Leaguer for the heads up on the "Filene Future Focus" oppourtunity. And high five to Filene for their focus forward!

 

Larissa's Credit Union Acceptance Speech

Check out Larissa's (from Young & Free Alberta) acceptance speech for the first annual CUMA (credit union movie awards).  While she was not able to make it out to the great country of Texas this time, a warm greeting (and weather) await her arrival.

Just the fact that Larissa was able to attend... without attending... was another innovative way that made the SCMS event a success.  What innovative ways are you implementing to connect and communicate with your members? Shout back and let us know.

Seeds for Growth - Podcast 1

We have pulled the audio from the SCMS mixer presentations and created the first Seeds for Growth Podcast. James Robert Lay with PTP NEW MEDIA and Brad Garland with Banktastic both spoke about the need for CU innovation, communication, and collaboration. There was also a special CUMA (credit union movie award) presented to Larisa Walkiw for her Young and Free video "The Difference Between Banks and Credit Unions". Check out the podcast below (total running time 34 minutes) and shout back at us with your thoughts and comments on CU growth.

Download MP3 file (right click and save as)

Seeds for Growth - Podcast 1 Summary

00:00 - Introductions

01:30 - James Robert Lay - Orange You Gonna Grow?

02:15 - James Robert Lay - In the News

04:07 - James Robert Lay - Seeds of Opportunity

05:03 - James Robert Lay - The Financial Orange Grove

06:41 - James Robert Lay - Bright Lights on the Tree

07:22 - James Robert Lay - The Super Service Financial Tree

08:57 - James Robert Lay - Commodities are a Dime a Dozen

09:21 - James Robert Lay - Turning Beans into Bucks

11:18 - James Robert Lay - CU Growth Challenge

16:15 - CUMA - Credit Union Movie Award

17:23 - The Difference Between Banks and Credit Unions

19:29 - Larisa Walkiw - CUMA Award Acceptance Speach

21:42 - Brad Garland - Co-Op Like the Cool Kids

24:32 - Brad Garland - Gold and Beer

25:06 - Brad Garland - Goldcorp

29:17 - Brad Garland - Brewtopia

An Invitation to Innovation

Join us July 22, 2008 for the Annual Alumni SCMS Mixer at the TCU Campus. The mixer will be held in the Kelly Alumni Center from 6:00pm - 10:00pm. Dinner guest speakers include Brad Garland with The Garland Group and James Robert Lay with PTP NEW MEDIA. After dinner will include a casino night with fun and prizes.

Click here to register to attend the 2008 Annual Alumni SCMS Mixer

How Will You Grow? We want to know!

Let us know how you will grow in the coming year. Share your thoughts and ideas with us below and they will be posted to the site. Communication, collaboration and innovation will help us all grow together.