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CUES EXPERIENCE | MINNEAPOLIS, MN | MAY 14, 2008




Young & Free:
     BUILDING
 relationships
       through
 SOCIAL MEDIA
Tim
McAlpine
   President &
 Chief Strategist
Currency Marketing
nion advocate
+C redit u
    eative l eader
+ Cr
+M  arketer
+ Sp  eaker
 + Bl ogger
 + Cheerl  eader
Belief in
SOCIAL
MEDIA
CU
Social m edia and
credit u nions can
b uild com  munity
And, social media
 can drive  sales!
GEN
1 4 to 28
years old
 in 2008
KE Y VALUES & CONCERNS




            Distrust
          co mpanies
          and media
SOCIAL MEDIA CONSUMPTION


   Very unlikely to
    sign-up for an
       unknown
 company-s  ponsored
    social network
FEELINGS TOWARD FINANCIAL INSTITUTIONS




     They c ould care
     less about your
       credit union!
Common Wealth

INFO
4th-largest cre dit union in Alberta

52,000 members
$1.7 billion
16 branches acros s northern Alberta

Joining Serv us Cr...
Project

INFO
m Eric D illon:
E-m ail fro
              like t o hear
 “We  would
             ncy ca  n help
 how  Curre
          mon ...
PERFECT SCENARIO

  Courageous        Real         Freedom
  credit union     budget         & trust

   Relevant     Inte...
THE
Microsite
Y&F on t
          he
Social W
        eb
CONNECTING ON- AND OFF-LINE




          Story 1:
       The Difference
The Difference Between Banks and Credit Unions Part 1 by Larissa
Larissa on Citytv Breakfast TV
CONNECTING ON- AND OFF-LINE




          Story 2:
        Pond Hockey
Y&F Road Trip by Larissa
CONNECTING ON- AND OFF-LINE




          Story 3:
         Movie Week
Y&F Movie Week by Larissa
Y&F Movie Week Contest Draw by Larissa
Y&F Movie Week by Larissa
The
RESULTS
RESULTS

       39,0 82 unique visitors
       1 20,852 page views
       3:47 average visit
       59,670 You   Tube vide...
RESULTS



       $179,000 unpa id media coverage
       2,00 0,000+ impressions
        1,86 3 Y&F accounts
        $2,64...
currencymarketing.ca/blog
currencymarketing.ca/podcast
Thank
YOU!
Tim McAlpine
tmcalpine@currencymarketing.ca
currencymarketing.ca
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
Young & Free: building relationships through social media.
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Young & Free: building relationships through social media.

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Presentation given on May 14, 2008 at the CUES Experience Conference in Minneapolis by Tim McAlpine of Currency Marketing. Currency is in the middle of a wonderful social media experiment with Alberta’s Common Wealth Credit Union. To promote Common Wealth Credit Union’s new Young & Free account to Alberta’s 17 to 25 crowd, Currency has created an integrated marketing program centered around the youngfreealberta.com microsite. The thrust of the program is finding and hiring a spokesperson from Gen Y to represent the product, the credit union and their generation. Tim McAlpine spoke about the Web 2.0 dos and don’ts that he's learned and how this program is authentically appealing to a new generation of potential credit union members.

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Transcript of "Young & Free: building relationships through social media."

  1. 1. CUES EXPERIENCE | MINNEAPOLIS, MN | MAY 14, 2008 Young & Free: BUILDING relationships through SOCIAL MEDIA
  2. 2. Tim McAlpine President & Chief Strategist Currency Marketing
  3. 3. nion advocate +C redit u eative l eader + Cr +M arketer + Sp eaker + Bl ogger + Cheerl eader
  4. 4. Belief in SOCIAL MEDIA
  5. 5. CU
  6. 6. Social m edia and credit u nions can b uild com munity
  7. 7. And, social media can drive sales!
  8. 8. GEN
  9. 9. 1 4 to 28 years old in 2008
  10. 10. KE Y VALUES & CONCERNS Distrust co mpanies and media
  11. 11. SOCIAL MEDIA CONSUMPTION Very unlikely to sign-up for an unknown company-s ponsored social network
  12. 12. FEELINGS TOWARD FINANCIAL INSTITUTIONS They c ould care less about your credit union!
  13. 13. Common Wealth INFO
  14. 14. 4th-largest cre dit union in Alberta 52,000 members $1.7 billion 16 branches acros s northern Alberta Joining Serv us Credit Union and Community Savings Credit Union to form Canad a’s 3rd-largest CU
  15. 15. Project INFO
  16. 16. m Eric D illon: E-m ail fro like t o hear “We would ncy ca n help how Curre mon Wealth Com arket the yo uth m own erta!” in north ern Alb
  17. 17. PERFECT SCENARIO Courageous Real Freedom credit union budget & trust Relevant Integrated Long-term product marketing commitment Differentiated Defined Authentic brand market voice Potential Social media Senior-level member in & Web 2.0 involvement transition
  18. 18. THE Microsite
  19. 19. Y&F on t he Social W eb
  20. 20. CONNECTING ON- AND OFF-LINE Story 1: The Difference
  21. 21. The Difference Between Banks and Credit Unions Part 1 by Larissa
  22. 22. Larissa on Citytv Breakfast TV
  23. 23. CONNECTING ON- AND OFF-LINE Story 2: Pond Hockey
  24. 24. Y&F Road Trip by Larissa
  25. 25. CONNECTING ON- AND OFF-LINE Story 3: Movie Week
  26. 26. Y&F Movie Week by Larissa
  27. 27. Y&F Movie Week Contest Draw by Larissa
  28. 28. Y&F Movie Week by Larissa
  29. 29. The RESULTS
  30. 30. RESULTS 39,0 82 unique visitors 1 20,852 page views 3:47 average visit 59,670 You Tube video views 545 blog comments 1 76 Facebook fans 62 Twitter followers 08 October 1, 2007 to April 30, 20
  31. 31. RESULTS $179,000 unpa id media coverage 2,00 0,000+ impressions 1,86 3 Y&F accounts $2,649,000 funds in Y&F accounts 08 October 1, 2007 to April 30, 20
  32. 32. currencymarketing.ca/blog
  33. 33. currencymarketing.ca/podcast
  34. 34. Thank YOU!
  35. 35. Tim McAlpine tmcalpine@currencymarketing.ca currencymarketing.ca
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