A continuation of takeaways from the CU Water Cooler Conference:
William Azaroff of Vancity Credit Union, speaking on “Five years of social media engagement”
The creator of the Change Everything web site is changing it. Again. In fact, his whole talk was about the need for change in how Vancity connects with their members since Vancity is not really out to change EVERYthing. It was very refreshing to hear a leader in social media tell you his mistakes. Vancity tried relaunching Change Everything as “The Hub” because they wanted to inspire change and connect other people who want to reach out. However, even with a map of places their members impacted the community, the site did not work because it was too confusing. A new site and brand will be announced this month. One big success has been their MySite intranet (think of a cross between Facebook and LinkedIn, all internal for one company — hey, they’re a big CU.) Takeaway points:
• When dealing with social media, let people be themselves, not an anonymous corporate spokesperson.
• Social media is an ongoing effort, never done.
• No longer thought of as social media, but as communication.
• Those in charge should be a concierge, not a security guard.
• Think of Vancity as a network, and engagement is illuminating the network.
• Know what your brand is and what you stand for, your mission, your vision, your values — which also allows you to work strategically with partners.
Read more on More ideas per dollar, part 2…