Building social media campaigns that work. General session presentation delivered by Tim McAlpine at the 33rd Annual Directors' Convention in Las Vegas in August 2010. For more information on Young & Free visit http://www.youngfreehq.com
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Young, Free and Super-charged
1. Tim McAlpine
President & Creative Director
Currency Marketing
@currencytim on Twitter
Young, free and
super charged.
Building social media
campaigns that work.
Saturday, August 7, 2010
32. WORD OF MOUTH
ONLINE VIDEO CONTENT MARKETING
PUBLIC RELATIONS FINANCIAL LITERACY
GUERILLA MARKETING DIRECT MARKETING
SOCIAL MEDIA INTEGRATED NICHE MARKETING
SOCIAL MEDIA
DESIGN BLOGGING
MARKETING
MICRO BLOGGING CONTESTING
USER-GENERATED CONTENT BRANDED CONTENT
TRADITIONAL MEDIA EVENT MARKETING
SOCIAL NETWORKING PRODUCT DEVELOPMENT
35. 2005 2007
2006
Hire a young spokesperson
through a public search. His or her job
will be to attract and educate
new young adult credit
union members by offering
useful information and promoting
relevant products and services in
person and online.
36. 2005 2007
2006
People relate Anyone can The internet
to people be a star is popular
STRATEGY CAPITALIZES ON
THREE SIMPLE TRUTHS
39. In addition to our eight
Young & Free regions, we’ve also
launched two other variations
“Verity Mom” “Next Top Credit
Verity Credit Union Union Exec”
(2009–present) CUES (2010)
40. The ultimate job search concept has
proven to be very popular since our
original launch in 2007
Numerous credit unions have launched similar programs
Tourism destinations, celebrities and big brands
have also launched their own job searches
41. A BUNDLE OF RELEVANT PRODUCTS
AND SERVICES FOR GEN Y
Free Online
Automatic Overdraft
checking account
savings foregiveness
opening
Personal
Online Mobile Text financial
banking banking alerts management
Low-interest
ATM POS fee Auto credit
rebates rebates loans cards
42. 2006 2008
2007
Formerly Common Wealth Credit Union
Alberta
43. 2005 2007
2006
“ We think you should
give an unscripted
and uncensored
young person
control of your brand!”
OUR PITCH
44. 2005 2007
2006
“ I’m hornier
than a house
cat about
this idea.”
JEFF MULLIGAN
CEO
51. Credit Union Central of Canada
• National Credit Union Innovation Award
CUES Golden Mirror Awards
• 1st place coordinated campaigns
• 1st place segmented campaigns
• 1st place for PR
CUNA Diamond Awards
• 1st place for PR
Forrester Research Groundswell Awards
• 1st place in the talking category
MAC Network Awards
• Gold Award for market segment program
• Gold Award for PR
• Gold Award for websites
• Best of Show MACQUEE
MACU AIME Awards
• Gold AIME new product launch
• Silver AIME coordinated campaigns
• Silver AIME radio
• Silver AIME websites
• People's Choice Award
52. “
You deserved to win.
You did a great job and just as important,
actually delivered business value with your
application. The big companies did too, but
your application was more impressive based
on the creativity and the results delivered on a
limited budget.”
JOSH BERNOFF
FORRESTER RESEARCH ANALYST
CO-AUTHOR OF GROUNDSWELL
84. “
I want to thank Vantage
Credit Union for the
opportunity you’ve
presented to those our age!
I thoroughly enjoyed the
entire process and I feel as
though, even though I did
not make the finalists, I’ve
grown as a young adult. Is
it possible to re-enter next
year?”
DAVID, APPLICANT
YOUNG & FREE ST. LOUIS