1st Security Bank & Trust Case Study

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Like any effective business practice, social media requires a well designed and executed strategy. Plopping up event photos and latest news on Facebook is cute, but it doesn’t begin to tap into the potential of a unified, multi-channel social media strategy. Case-in-point: Abri Credit Union. With just 63 “Likes” on their Facebook page, Abri needed to expand and engage their social community. TheWEBcentric helped Abri establish a step-by-step social media strategy that produced measurable results in just four weeks of the first phase of implementation.

	PHASE ONE The goal: to build audience and improve Search Engine Optimization through integration of Twitter, Facebook and YouTube.
	TWITTER Establishing Abri on Twitter was the first step. TheWEBcentric implemented graphic design to support the Abri brand. Supplying Abri with 140 characters or less, Twitter-ready financial tips set them on the right path. Twitter was integrated into the website home page as a way to quickly share short pieces of information linked to extended content about the subject.
	YOUTUBE Creation of ‘sticky content’, the kind that viewers stay on for an extended time, is vital to a social media strategy. Video on the web gets watched. Providing video content through YouTube, the 3rd most used search engine in the world, fuels SEO. As part of the Abri Social Media Strategy, theWEBcentric established a YouTube channel designed to the client’s brand standards. First, Abri used a small, easy to use Flip video camera to produce a short video about their community involvement with a local food pantry. Routine production of their own videos, posting them to their YouTube channel, and providing access through all their social medial channels and website will hold viewer’s attention and increase SEO. As part of the long-term strategy, theWEBcentric will continue to design and produce animated title screens; video editing services will maintain Abri’s high brand standards.
	FACEBOOK Facebook is at the center of the Abri social media strategy. There, theWEBcentric implemented a custom design integrating YouTube, Twitter, and the credit union’s website. Custom promotional graphics reinforce the brand message.
	DRIVE TRAFFIC A launch campaign to promote the new social media presence and attract new users, offered an iPad 2. TheWEBcentric developed advertising materials for the website, email marketing, drive-thru handouts and print materials for each branch. The campaign was divided into two steps: Step 1 – Enter the contest by providing name and email address. Step 2 – Provide entrants an opportunity to double their chances of winning by filling out a short survey. The four week campaign generated more than 1,100 ‘Likes’ and many conversations about the credit union. More remarkably, 83% of those who entered went on to complete the survey. The entire entry process took place on Facebook through a custom form and content pages designed and implemented by theWEBcentric.
	PHASE TWO
	BLOG The next phase of the social media strategy was to implement a blog containing long form financial tips and educational materials. With the success of the first video project, Abri is excited and engaged in shooting financial education videos for the blog which can be leveraged within all their social media outlets.

Additional giveaways and promotional campaigns are part of the long-term strategy to creatively engage members and promote interaction.

Social Media is an important tool for communicating with today’s member, but knowing how get the most out of each outlet and direct them to work in unison feels complicated. TheWEBcentric helps hundreds of clients like Abri chart their way through with step-by-step social media strategies. Using our expertise and a wealth of data collected through thousands of consumer interviews and surveys, we create customized social media strategies that remove anxiety and help clients go from winning friends to building long-term relationships.