Minicast: Thought Leadership & Positioning Credit Union Brains

Minicast: Thought Leadership & Positioning Credit Union Brains

A 5-Point-Guide to Maximizing the “Brains” at Your Disposal

There are many articles about how to become a thought leader. But if you’re in credit union marketing or PR, you need to know how to position one of the many “brains” within your organization as a thought leader. Sorry folks, not too many people want to hear from marketers, especially not the general public. Current and potential credit union customers want to know about financial and economic matters—things affecting their own bottom lines—subjects that a marketing person couldn’t, wouldn’t nor shouldn’t talk about.

Before we get into how to find and utilize these experts, let’s review the types of experts credit union marketers should be hunting down. They can be discovered among executive leadership teams, staffs and boards.

Types of credit union thought leaders:

  • Small business financing.
  • Mortgage lending.
  • Car loans.
  • Personal finance.
  • Family finance (getting kids to invest).
  • Diversity experts to help include under-represented communities, such as loans for women business owners or mortgages for minorities.
  • Your credit union’s niche area, such as teachers for credit unions focusing on teachers, veterans for credit unions focusing on veterans, or community ambassadors for credit unions focusing on a specific community.
  • How general economics affects all of the above

 

Veracity’s 5-Point-Guide to Maximizing the “Brains” at Your Disposal

 

1. Hone your “Expert-Dar.”

Learn how to sniff out the people you should be positioning as experts. The main way to do this is to listen with an open mind. You never know who your expert might be. With so many topics to talk about, it’s more important than ever to keep your ear to the ground. Get to know people who can feed you the information you need by attending events, interacting with people, asking questions, and again listening with an open mind.

 

2. Build a rapport.

Once you’ve selected your experts make them your best friends. At the very least get comfortable talking with them so you can call them in a pinch. Try the following things to turn your “brain” into an approachable bestie:

  • Talk to them at events and meetings.
  • Take them to coffee, lunch or happy hour.
  • Listen to them speak in seminars, classes and meetings. Talk to them about what they’ve said. Everyone needs a friendly face in the front row.
  • Sign up to volunteer in their group if your credit union partakes in volunteering efforts.
  • Simply ask to “pick their brain” as frequently as comfortable.

When you’re doing any of the above items, don’t talk at them, let them do most of the talking and listen intently. Imagine the kinds of stories you could pitch or articles you could place with the information they’re bestowing upon you.

 

3. Write it down!

Once you get them going, write down everything they say! Oftentimes when experts are rambling, they’re “giving” us the press release, article, media pitch, whatever! For this reason, I love it when my clients talk at me. We type down everything they say and use it later for a piece.

Be prepared to write things down constantly. For example, if you just need some quick info from your CEO but she’s in a chatty mood, let the conversation flow and write it all down because you can use the extraneous information for something else later.

Why talk at all if experts could just type out answers to your questions? Remember that you have the marketer’s insight and your expert does not. Important points that your expert quickly glosses over can be honed in on during conversation. I understand that time is limited so you’ll have to use your best judgment on whether or not to talk about each opportunity. After doing this for awhile, hopefully you will have a lot of copy you can re-use. Even more important, hopefully you’ll be getting opportunity after opportunity and you’ll all be so busy you just can’t talk about everything!

 

4. Convert your notes.

I understand if the idea of having to ghostwrite an article on behalf of your Board President sounds intimidating. But it doesn’t have to be if you’ve done the third step and are coming to the computer with a page full of notes. Don’t you see that you already have the piece? You just need to restructure it.

Time permitting, clean up the notes immediately while the conversation is fresh. Keep notes in paragraph format and organize by topic. As I run through my notes I’m thinking: “this is a good quote for a press release, this is some good fluff for a community-oriented blog post, and I’ll leave these economic stats in bullet point format because that will work better for an article or pitch.”  Also, do you see how a five sentence pitch is actually an article introduction? Copy is copy! USE IT ALL!

 

5. Place your brain.

Honestly now we are at PR 101. If you are fully accessing the “brains” at your disposal, this part shouldn’t be hard at all. However, newbies may not know where to begin. That’s okay! We all start somewhere. For the most part, thought leaders should be placed in the following ways:

  • Bylined articles in newspapers, financial journals or industry publications/websites. The topic should be of interest to your audience—they are not advertisements for your credit union or products. The only “plug” you’re getting is their name, company and title being listed as the author of that piece. Ideally, a headshot would run alongside the article. If you aren’t sure where to begin, tie into the seasons, national days/holidays, and editorial calendars.
  • Quoted as a source in articles. Most likely the first few quotes stem from proactive pitches you’ve sent and then ideally a relationship is formed and you’re also being called to have your “brain” participate in articles. If you aren’t sure where to begin, tie into the seasons, national days/holidays, and editorial calendars.
  • Speaking engagements at industry, financial or community events. The more often you’re placing bylined articles and quotes from your “brain,” the more clout your expert has, thus the easier this should be. Send pitches and proposals on behalf of your expert to event organizers.

I know I have glossed over #5 here but there is a wealth of information on our blog and podcast, PR Talk. Arm yourself with knowledge before embarking on your first thought-leadership campaign!

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

PR Talk is sponsored by monday

In such a fast-paced, multi-faceted work environment, it can be tough to stay on top of everything. monday is the collaboration tool trusted by businesses of all kinds to help cut down the clutter and streamline productivity. Learn more at monday.com and signup for a free trial. You’ll see in no time why so many teams around the world are choosing monday for their project management needs.

PR Talk listeners can use the coupon code BetterExecute for a 15% discount.

Tips for Creating iPhone Videos

Tips for Creating iPhone Videos

Creating share-worthy videos is easy!

If you don’t want to invest in buying equipment or can’t  wait for it to arrive, you can certainly create iPhone videos without any extra gear all by yourself. The video below was created without using external equipment and handheld by the speaker (me). No tripod, no external microphone, no special lighting. It’s really pretty easy to get a post-worthy video with just a little thought.

You can also view the video on YouTube for some tips on taking videos with an iPhone (or most any smartphone) including:

  1. Be aware of your lighting. Shooting outside (be sure the sun is not directly behind you) or near windows is good if you do not have lighting equipment.
    • Take a sample video to see how it looks. Experiment using the phone’s flash, or the flash of a second phone.
  2. Do not use your phone’s zoom (zoom the old fashion way by moving toward or away from your subject).
  3. Use your “exposure lock” on an iPhone (and most other smartphones).
    • This is done by touching your screen to “lock” in on your subject, hold your touch until it displays “AE/AF LOCK” which will help keep the lens from changing the exposure (how much light it lets in) automatically.
  4. Shoot horizontally (laptops, tablets, social media feeds are horizontal).
  5. Have a steady hand or prop your phone on something stable.
    • Or you can use a tripod (you can find a great one for around $20). Check Amazon Prime for a variety of options.
  6. Place the phone’s microphone close to your subject.
    • Or get an external microphone, we use a clip-on lavalier with an extension cord.

You can also easily step up your production value by investing a little (certainly under $100) by purchasing a tripod &/or external microphone. The following video was taken using a tripod and external microphone (again, no extra/special lighting). The set-up used to film the below video included a tripod, lapel microphone and extension cord, all for about $50.

Quick Tips for Creating an iPhone Video (w/ tripod and microphone) from Veracity Marketing on Vimeo.

Once you have recorded your video, see our tips to edit your videos and tips on uploading and publishing your videos.

 

 

Editing iPhone Videos

Editing iPhone Videos

Once you have a video recorded on your iPhone, the easiest way to edit it is using the iMovie app that comes with your phone. Access iMovie through your “Photos” app by selecting the video and clicking on the circle in the upper right corner (directly under your battery indicator). This will give you the option of selecting iMovie to edit your video. There are four main features in iMovie that you can use:

1) Trim

The clip trimmer for trimming out the beginning and/or end of a video.

 

2) Filters

You can choose to use one of 10 different filters (from B&W to Duotone to Western) to change the look of your video.

 

3) Title Text

Add Title Text to your video. There are 8 formats to choose from and the text can be placed in the center of the video or at the bottom.

 

4) Music

Add background music to your video by selecting from your music library or several preloaded themes.

 

Now you are ready to upload your video to YouTube, Vimeo, Facebook or anywhere else.

Need help getting started? Check out our Tips for Creating iPhone Videos post.

 

Uploading and Publishing Your iPhone Videos

Uploading and Publishing Your iPhone Videos

Once you have shot and edited your video, now you need to decide where to upload and publish it. We will provide step-by-step instruction for uploading to YouTube, Vimeo and Facebook directly from an iPhone.

YouTube

YouTube is easy to upload to and the most popular video watching and sharing network. We recommend YouTube for ease of use and if you are planning to have people see your videos on a third-party platform and/or if you plan to embed videos on your website or blog. YouTube is also very easy to share on social networks like Facebook, Twitter and Google+.

 

Step-by-step guide to uploading to YouTube:

There are two ways to upload a video from your iPhone directly to YouTube, using the Photos app and using the YouTube app. We recommend using the YouTube iPhone app. Of course to begin you need to have a YouTube account (a business/channel account &/or personal account) and have the YouTube app on your phone. Once you have an account and are signed-in on the app, follow these 6 easy steps:

1) Open your YouTube App (if you are not logged-in, login now).

2) Touch the red circle with the “upload” arrow (bottom right corner of the first image on the right side of this page).

3) Select the video you would like to upload from your Camera Roll (you may have to allow the app to access your Camera Roll).

4) You will have the opportunity to trim, filter and/or add music to your video at this time, however you have already done this when you edited your iPhone video.

Trim allows you to remove parts of your video from the beginning &/or end of your recording. There are 7 different filters including 8mm, Sketch (see image), Glamour and Haunt.

5) Add a Title, Description and set your Privacy setting.

For your title and description, consider the words you want the video to show up for if someone searches for it (often referred to as keywords).

6) Select “Upload” and you are done.

Now you may want to login to YouTube on a computer and edit your video’s information, settings, select a different thumbnail, etc.

YouTube Filters

Vimeo

Vimeo is also very easy to upload to and provides a more professional look (in our opinion). We recommend Vimeo for ease of use and a more professional look (YouTube is great, but everyone knows it is free and full of spam). The embedding features look great and you can control more of what is displayed.

 

Step-by-step guide to uploading to Vimeo:

There are two ways to upload a video from your iPhone directly to Vimeo, using the Photos app and using the Vimeo app. We recommend using the Vimeo iPhone app. Of course to begin you need to have a Vimeo account and have the Vimeo app on your phone. There are three levels of membership Basic (free), Plus ($9.95/month) and Pro (starting at $199/year) depending on your needs. Once you have an account and are signed-in on the app, follow these 6 easy steps:

1) Open your Vimeo App (if you are not logged-in, login now).

2) Select “Upload” from the main screen.

3) Select the video you would like to upload from your Camera Roll (you may have to allow the app to access your Camera Roll).

4) Preview the video. Click select again.

5) Add a Title, Description and who can see the video.

For your title and description, consider the words you want the video to show up for if someone searches for it (often referred to as keywords).

6) Select “Save” and you are done.

Now you may want to login to Vimeo on a computer and edit your video’s information, settings, select a different thumbnail, etc.

YouTube Filters

Facebook

If you are only planning on using your video in Facebook, you may want to skip the specific video sharing platforms and upload directly. Facebook videos can be used in other places (shared and/or embedded), but we recommend using a specific video sharing/hosting site if you plan to show your videos other places.

There are a few ways to upload a video from your iPhone directly to Facebook and it depends on if you want the video on your personal Facebook timeline or a company page you manage. You can use the Photos app, the regular Facebook app or the Facebook Pages app. Here are step-by-step instructions for the personal Facebook app and then using the Pages app.

Step-by-step guide to uploading to personal Facebook timeline:

1) Open your Facebook App (if you are not logged-in, login now).

2) Select the “Photo” icon in the middle of your main screen.

3) Select the video you would like to upload from your Camera Roll (you may have to allow the app to access your Camera Roll).

4) Click “Done.”

5) “Say something about this video…”

You can change who can see the video, add a message, tag people that are in it, etc.

6) Select “Post” and the video will post to your timeline.

 

YouTube Filters
YouTube Filters

Step-by-step guide to uploading to a Facebook Company Page:

1) Open your Facebook Pages App (if you are not logged-in, login now).

2) Select the “Page” you want to post the video to in the left dropdown (if you manage more than one page).

3) Tap the “Video” icon.

4) Select the video you would like to upload from your Camera Roll (you may have to allow the app to access your Camera Roll).

5) Click “Done.”

6) “Say something about this video…”

You can publish immediately or schedule for a later time, add a message, add a location, etc.

7) Select “Publish” and the video will post to your page.

YouTube Filters

You can also upload and share directly from the Phone app. There are fewer options, but you don’t have to have the YouTube, Vimeo or Facebook app on your phone. See this how to guide for more info.