Conference Agenda

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The Social Media Conference is full of timely sessions packed with fresh ideas and innovative solutions to the issues facing today’s credit unions.

Thursday, July 15, 2021

Schedule subject to change. Registered guests are welcome during these (GP) credit union conference events.

Earn 12 CPE credits while attending this conference.

11:30 a.m. - 1:00 p.m.


1:00 p.m. - 1:15 p.m.

Opening Remarks

1:15 p.m. - 2:15 p.m.

So, You've Been on Social Media for 10 Years...Now What?

Holly Arter, Marketing Consultant/Media Strategist, Braid Creative

We kick off the conference with a birdʼs-eye view at the history of social media, from the early start of “Friendster”to current day Snapchat. Join Holly for an enlightening session as she compares and discusses trends that have stayed and remained relevant, and ones that have gone by the wayside. Learn how your credit union can establish itself for long-term success in the social media game. We will discuss and recommend the primary tactics to ensure your credit union has a vibrant social media future.

2:15 p.m. - 2:30 p.m.

Networking Refreshment Break

2:30 p.m. - 3:30 p.m.

Governance and Social Media

Tom Glatt, Jr., Principal/Strategy Consultant, Glatt Consulting Group, Inc.

Credit union boards face two unique challenges in this day and age. The first is maintaining a proper connection to the credit unionʼs member-owners. The second is recruiting, developing, and retaining future volunteers. While these are likely challenges you face at your own credit union, you may not know that the variety of social media platforms can serve as powerful tools to meet both challenges head on.

In this governance-oriented session, long-time CU consultant, Tom Glatt, Jr., will explore the variety of ways your credit union can leverage social media to serve a unique governance purpose, and in the process, teach you how to use social media to solve the two critical challenges of membership and volunteer engagement and development

3:30 p.m. - 3:45 p.m.

Daily Wrap-Up

5:00 p.m. - 6:00 p.m. (GP)

Welcome Reception: Co-Sponsored by OM Financial

Cocktails. Light dining. Great Conversation!

CU Conferences is grateful for the support of its sponsor, OM Financial, and would like to thank them for co-sponsoring the reception. Learn more about OM Financial.

Friday, July 16, 2021

7:30 a.m. - 8:30 a.m. (GP)

Sit-Down Breakfast

8:30 a.m. - 8:45 a.m.

Opening Remarks

8:45 a.m. - 9:45 a.m.

Instagram vs. Snapchat for Business

Brett Jackson, CEO, Systemax

Itʼs Snapchat vs Instagram in the clash of the Titans! In the first corner, we have Instagram weighing in with over 500 million daily active users and a killer marketing hook. In the next corner, we have Snapchat with 191 million daily users and an impressive sales stance. Which will be victorious in your marketing plan? Letʼs take a look at each of their stats to uncover ways to incorporate them into your marketing plan this year. After a comparison of each of their features, youʼll be able to choose your champion.

9:45 a.m. - 10:00 a.m.

Networking Refreshment Break

10:00 a.m. - 11:00 a.m.

Social Media: What Is It Good For?

Tom Glatt, Jr., Principal/Strategy Consultant, Glatt Consulting Group, Inc.

Context is everything. Context tells you what is or isnʼt appropriate, what to expect, and how to plan. Without context it is extremely difficult to make effective decisions. With regard to social media, context is even more important as it tells you how to define your social media goals, and in what ways you will engage your audience. For credit unions, there are four pillars of proper credit union social media context: service, education, marketing, and reputation risk mitigation. In this session, Tom Glatt, Jr. will help you better understand each pillar, and how to leverage them for setting social media goals and engagement strategies uniquely relevant to your credit union.

11:05 a.m. - 12:05 p.m.

Video is the New Language of Social Media

Holly Arter, Marketing Consultant/Media Strategist, Braid Creative

Tara Street, Brand Strategist/Creative Director, Braid Creative

Video is a strong communicator. It communicates information and emotion, simultaneously. And Facebook and Instagram agree, in fact the more video that you use on your social media channels, the more people on Facebook and Instagram share your content. Video especially resonates younger generations. In this session, we will look at how brands are using video to increase their social media presence and engagement, how video consumption is increasing, and how video is changing the way we communicate. We will also explore how your credit union can use video in their social media . . . no matter what the budget.

12:05 p.m. - 1:05 p.m. (GP)

Group Luncheon

1:05 p.m. - 2:05 p.m.

The Right Way to Tell Your Credit Union's Story on Social Media

Elizabeth Arnold Rider, Marketing and Operations Manager, On the Mark Strategies

Donald Miller famously says, “If you confuse, you lose.” That is never truer than in the crowded, noisy world of social media. Many credit unions today confuse their members and potential members by telling the wrong story. They make the credit union the hero of their social media story instead of the member. Telling your credit unionʼs story the right way—by making the member the hero—is the only way to stand out on social media and grow your credit union through digital channels.

This session will cover:

■Why storytelling is the single way to win on social media

■Basic storytelling principles for social media

■How to strategically communicate your brand story across different social media platforms

2:05 p.m. - 3:05 p.m.

Social Media: All Platforms Should Not Be Treated Equally

Cori Rodriguez, Board Director, Tucson Federal Credit Union

All platforms should not be treated equally, from Facebook to Instagram to Tik Tok, where does your credit union fit in the digital world? Take a deeper dive into understanding current social media trends and your membership so that your credit union can;

■Not only meet your members but engage with them, where theyʼre currently on social media

■Understand all of the various social platforms so you can target and post meaningful content within each platform

■Understand where you are socially lacking, and determine if your credit union should be adding more social media platforms

■Evaluate your social media strategy moving forward, to reach current and future generations

3:05 p.m. - 3:30 p.m.

Daily Wrap-Up

Saturday, July 17, 2021

7:30 a.m. - 8:30 a.m. (GP)

Sit-Down Breakfast

8:30 a.m. - 8:35 a.m.

Opening Remarks

8:35 a.m. - 9:35 a.m.

Ridiculously Powerful Facebook Targeting

Brett Jackson, CEO, Systemax

Facebook has rapidly become the social media platform ofchoice for marketers, but getting traction from posts can bechallenging. What if you could take your Facebook presencea step further? Facebookʼs Custom Audience is a powerful tool which allows you to create lists of people you want totarget, based on criteria you set. This session will guide you through the ins & outs of building effective custom audiences, how to better utilize them to create successful marketing campaigns, how to implement audience exclusion & inclusion, how to better target customers, prospects, and more.

9:35 a.m. - 9:50 a.m.

Networking Refreshment Break

9:50 a.m. - 10:50 a.m.

Staying Current with Creative Trends

Tara Street, Brand Strategist/Creative Director, Braid Creative

If you canʼt afford to have an agency, and you are forced to be your own source of creativity, how can you ensure that you are putting a brand out there that is measuring up against the competition in your market. This presentation will take a look at creative trends in the social media world within the credit union space and beyond. Tara will share small tips that you can do to keep your marketing tactics on brand and current with creative trends.

10:50 - 11:35 a.m.

Panel Discussion

Now that you have received a wealth of information from our presenters and had the opportunity to network with fellow attendees, you will have a lot of new information to process.

Join some of our all-star team of presenters as they come together for a lively panel discussion to answer any final questions you may have concerning the trends and topics we have explored over the past few days.

11:35 - 11:45 a.m.

Conference Wrap-Up

Take the Afternoon & Evening to Enjoy the Sites, Sounds & Flavors of San Francisco!

Sunday, July 18, 2021

Travel Day. Have a safe trip home!