Credit Unions Out on the Vine

By. Mike Lawson, CU broadcast

I remember when I was a little kid (my wife still thinks I am) my Dad took our family to see a taping of The Lucy Show – not I Love Lucy with Ricky (Desi Arnaz), Fred and Ethel, but the series afterward with Ethel and the grumpy Mr. Mooney. One of the producers of the show was a good friend of my Dad’s, so we were able to sit in the studio audience from time to time and then go behind the scenes after the show wrapped. It was fascinating, not only to meet Lucille Ball in person but seeing all that went on behind the cameras. Ever since then, I have been intrigued with how things work behind the scenes to achieve that slick, finished product.

Now there’s zero science behind this observation, but I think a lot of people enjoy checking out behind-the-scenes stuff, too. Proof? With the recent onslaught of “reality shows” (and I use that term with extreme looseness) on TV, there may be some truth to this notion. Whether it’s the taping of a popular TV show or newscast, an inside look at NFL training camps (Hard Knocks), or even a “tell-all” biography like Steve Jobs on the making of Apple, people dig this stuff.

For example, I, like many of you, have had the privilege to take a behind-the-scenes, underground tour of Capitol Hill in Washington, D.C. There I was, the political junkie that I am stumbling around, mouth agape, eyes bulging at every sight like I had just discovered why Twinkies have a 50-year shelf life. I couldn’t wait to tell everybody where I had been – and that’s the magnet.

Ok, ok, but what am I getting at? With Twitter’s new video app called Vine, which allows people to record 6-second looping videos and post them with their tweets, this is a prime opportunity to open up your credit union’s doors to your members. It brings a real face to the forefront – instead of a fancy, neon logo or a motionless brick building. We need people with personalities. And, like it or not, with social media slowly taking over like a rising tide, people relate to people on these networks – not a logo, unfortnuately.

So what’s the big deal with Vine? Is it just another social media channel that wastes more time? Let’s not kill it just yet. Recently dubbed the Instagram of video, Vine, again, allows users to shoot 6-second, looping videos with their mobiles and add to their tweets on Twitter – much like you already can with photos. There are already a couple of video apps that have been out there for a while. A couple of them are called Tout (former NBA star Shaquille O’Neal has been a big user of this app) and Twitvid.

Since it’s directly affiliated with Twitter, Vine’s popularity has skyrocketed in usage relatively quickly – unlike the others, which are still about as popular as Screech in Saved by the Bell compared to Sheldon in the The Big Bang Theory. But Vine’s instant growth will certainly help those video apps grow, as well.

So now that we have determined that Vine is popular, what are we seeing in these 6-second tweet videos from the app’s new users? Much of the footage that I’ve seen so far includes behind-the-scenes footage of newscasts, sporting events, entertainment shows, etc.

That begs the question: What’s stopping you, the credit union marketer, from showing off who runs the organization. I know it’s not as popular as a behind-the-scenes look at the Super Bowl, Grammy Awards, or your pet cat repeatedly meowing the chorus to Gangnam Style. But it does provide your members with a glimpse of the people who work at their credit union – further building a bond. And it’s not like your followers have to endure a 15-minute video on the do’s and don’ts of mortgage lending (although, that might be nice to archive on your website for visitors to view at their convenience). Vine only allows for 6-second videos. Tout allows for 15-second videos. Both are short enough to give a quick, easy, non-invasive glimpse of your credit union – but further enhance the connection.

Like most social media channels, they provide another way to converse with your members. Another place to bond. Another place to connect. Another place to show off. So why would you ever limit yourself to conversing with your members? Vine is another icebreaker to spark such a conversation. In my opinion, it’s more so than the others for one simple reason: Video is magnetic. Just make sure it jibes with your credit union’s messaging.

That said, here are some possible Vine video suggestions for you:

• New branch opening (quick tour of services)
• Member winning a prize at your credit union
• Credit union winning an award
• Credit union employees participating in a community or philanthropic event
• Member moving into new home because of your credit union’s mortgage loan
• Member driving new car because of an auto loan received from your credit union
• Quick member video testimonials
• Quick product or service announcement (ex. “We now offer mobile remote deposit, here’s how it works…”)
• Teaser promo for upcoming educational webinars or credit union events (here’s where you can promote that “Do’s and Don’t’s of Mortgage Lending” webinar)
• Quick CEO messages (Tout may be better for this one since it’s a little longer)
• Credit union sponsored event (ex: San Diego County Credit Union Poinsettia Bowl college football game: pre-game, during game, post-game, etc.)
• Staff or member personal adventure footage (climbing Mt. Kilimanjaro – at the summit of course, at the Super Bowl, at the Presidential Inauguration, running with the bulls in Spain, Mt. Kilauea erupting, at the X Games watching Shawn White win yet another gold medal, getting bucked off a disgruntled horse during a trail ride, etc.)

There are literally hundreds of ways to express yourself and your credit union using Vine – many hoaky, a few really cool, but all worth it. The basic philosophy: to better connect with your members leveraging the magnetic power of online video.

Side note: When researching Tout, I admit that got sucked in to watching about a dozen Shaq video clips. A total time-suck, I know. But his 15-second video clips were semi-entertaining and provided me with a behind-the-scenes glimpse of what he does on his days off. Now, I feel like I know him a little better – not that I really wanted to. But by watching his videos, I do now.

But remember don’t just start using Vine to use Vine. Have a plan in mind that matches your current marketing goals. Stick with those goals by mixing in this new video capability that will provide your members – and perhaps consumer prospects – with an interesting, behind-the-scenes look at your credit union.

I know it’s still in its infancy, but how do you think you can you make Vine work for your credit union? What are some video ideas that would allow your members a behind-the-scenes look to bond a bit better with you?