Designing a social computing strategy to attract Gen Yers

Designing A Social Computing Strategy To Attract Gen Yers Catherine Graeber Vice President Forrester Research June 23, 2008

First, what does Forrester mean by Gen Y? ►Gen Y: Born between 1980 and 1990 ►Gen X: Born between 1966 and 1979 ►Younger Boomers: Born between 1956 and 1965 ►Older Boomers: Born 1945 and 1955 ►Seniors: Born 1944 and earlier 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Agenda • What do we know about Gen Yers? • Why should financial firms court this group? • How can Social Computing strategies be used to attract new Gen Y customers? • Questions 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Gen Y leads the way on Social Computing activities you do the following activities online at least monthly?” “Do Use Web- 80% based email 70% Use instant 60% messaging 50% Use social networking 40% sites 30% Read blogs 20% 10% Comment on blogs 0% Gen Y Gen X Younger Older Senior Boomers Boomers Base: US online consumers Source: North American Technographics® Benchmark Survey, 2007 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

The Gen Y segment is growing — and will represent 29% of online households by 2011 14% 18% Seniors 34% Boomers 37% 23% Gen X 30% 29% Gen Y 15% 2006 2011 Base: US online households Source: North American Technographics® Benchmark Survey, 2008 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Gen Yers will drive future online banking growth . . . The number of US online households that bank online 5 - Year Forecast Actual* Growth 80M Rate Gen Yers 60M 136% (born 1976 to 1990) 40M +35% Gen Xers (born 1964 to 1975) 20M +43% Boomers (born 1946 to 1963) -3% Seniors (born 1900 to 1945) 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Base: US online households that bank online Source: *North American Technographics Benchmark Surveys 2001-2005; Forrester’s NACTAS 2006 Benchmark Survey 10 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

. . . And are the group most likely to apply online Percentage of each generation who applied for a financial product* online 30% 24% 20% 17% 10% 8% 10% 4% 0% Younger Older Generation Gen Yers Gen Xers Seniors Boomers Boomers Base: US online households Source: North American Technographics® Benchmark Survey, 2007 *Financial product: annuities, auto insurance, auto loan, checking account, credit card, home equity loan, life insurance, mortgage 11 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

FORRESTER’S FINANCIAL FORUM | NEW YORK, NY | JUNE 23, 2008 Designing a SOCIAL COMPUTING strategy to attract GEN Y

Tim McAlpine President & Chief Strategist Currency Marketing

Project INFO

illon: Eric D m ail fro E-m o hear like t would “We n help ncy ca Curre how Wealth mon Com arket uth m the yo own erta!” ern Alb north in

dit union in Alberta 4th-largest cre 52,000 members $1.7 billion s northern Alberta 16 branches acros us Credit Union and Joining Serv Credit Union to Community Savings a’s 3rd-largest CU form Canad

PERFECT SCENARIO Freedom Courageous Real & trust credit union budget Long-term Relevant Integrated commitment marketing product Defined Authentic Differentiated market voice brand Social media Potential Senior-level & Web 2.0 member in involvement transition

Y VALUES & CONCERNS KE Distrust mpanies co nd media a

MEDIA CONSUMPTION SOCIAL unlikely to Very up for an sign- unknown ponsored ompany-s c network social

ANCIAL INSTITUTIONS FEELINGS TOWARD FIN ould care They c out your less ab stitution! financial in

Belief in SOCIAL MEDIA

edia and Social m itutions ncial inst fina mmunity n build co ca

media , social And sales! an drive c

Year-over-year youth member growth 400 Media support stopped here 300 200 100 0 October November December January February March April May 2006–2007 2007–2008

THE Microsite

Y&F on t he Social W eb

ONNECTING ON-LINE C a’s year: Lariss ing started gett

Happy New Year by Larissa

ON- AND OFF-LINE CONNECTING Story 1: Difference The

The Difference Between Banks and Credit Unions Part 1 by Larissa

Larissa on Citytv Breakfast TV

ON- AND OFF-LINE CONNECTING Story 2: vie Week Mo

Y&F Movie Week by Larissa

Y&F Movie Week Contest Draw by Larissa

Y&F Movie Week by Larissa

The ESULTS

RESULTS 82 unique visitors 39,0 20,852 page views 1 3:47 average visit Tube video views 59,670 You blog comments 630 76 Facebook fans 1 Twitter followers 62 08 October 1, 2007 to May 31, 20

RESULTS id media coverage $179,000 unpa 0,000+ impressions 2,00 0 Y&F accounts 2,01 in Y&F accounts $2,875,000 funds 08 October 1, 2007 to May 31, 20

currencymarketing.ca/blog

currencymarketing.ca/podcast

Thank YOU!

Tim McAlpine tmcalpine@currencymarketing.ca currencymarketing.ca

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Designing a social computing strategy to attract Gen Yers

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