Navigator Credit Union of Pascagoula, Miss., holds more than $240 million in assets. They provide services to more than 36,000 members at their 10 branch locations in Mississippi and Alabama.
In 2010, Navigator was looking to deepen its relationships with members and increase retention rates.
Recognizing the need for outside expertise and knowing their staff was already stretched thin, Navigator turned to BlueSpire. BlueSpire worked directly with Navigator to develop a Facebook content strategy that would position them as a trusted resource for financial information and be consistent with Navigator's overall marketing strategy. Special attention was paid to establishing the different types of content to be included, the frequency of posts, who from BlueSpire and Navigator would monitor and respond to page comments (and how often), and how the page would be promoted.
The Facebook page was launched in June 2010. A brief highlight of the results, includes:
1,185 people voted and 104 comments were made on the Facebook page for a large event promoted mainly through Facebook to benefit the region after the Gulf Coast oil spill. More than 600 people attended the event. In addition, page likes increased by 257.
During the course of the Coast Aid campaign and event, Navigator promoted a checking account for 18- to 25-year-olds and succeeded in opening 23 new accounts.
Two other awareness campaigns have yielded an increase in page likes by more than 233 and 84, respectively.
Page engagement is also important to the success of any Facebook page. On one day, a record of 23% of people who like the page either commented on or "liked" content on the page.
For more on the strategy and results, download the full case study below.
Download Full Facebook Page Content Case Study (PDF:214k)