Young & Free One Year Later - Credit Union Gen Y Program

FORUM SOLUTIONS/TRABIAN PARTNERSHIP SYMPOSIUM | OCTOBER 1, 2008 Young & FREE One year later

The first 526,000 minutes in just 35

Tim McAlpine President & Chief Strategist Currency Marketing

nion advocate +C redit u eative l eader + Cr +M arketer + Sp eaker + Bl ogger + Cheerl eader

currencymarketing.ca/blog

A message from Larissa Walkiw 2008 Young & Free Alberta Spokesperson

My goal 15 KEY TAKE- AWAYS FOR YOU

Is it possible to have cr edit union su per fans?

Diggnation Video Podcast

SOCIAL MEDIA D iggnation has 400,000 subscribers

SOCIAL MEDIA CNN has 400,00 0 average daily viewers

ALBERTA YoungFreeAlberta.com

“ TAKE-AWAY Blog does not equal a 1 social media ” campaign. – TREY REEME FORUM SOLUTIONS/TRABIAN PARTNERSHIP SYMPOSIUM OCTOBER 3, 2007

Innovation TAKE-AWAY 2 requires trust and a leap of faith

“ We how Com ow would Curre mon W n the y like t ncy ca ealth outh m o hear n help arket ern Al berta! north ” in WEALTH C ION REDIT UN 06 0 E TT, COMM ON AUGUST 2 –KIM CROCK

The business case

The perfect scenario

TAKE-AWAY 3 Generation Y is not a passing fad

Gen Y leads the way on Social Computing activities “Do you do the following activities online at least monthly?” 80% Use Web- based email 70% Use instant 60% messaging 50% Use social 40% networking 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 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

The Gen Y segment is growing — and will represent 29% of online households by 2011 18% 14% Seniors 34% 37% Boomers Gen X 23% 30% Gen Y 29% 15% 2006 2011 Base: US online households Source: North American Technographics® Benchmark Survey, 2008 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 Actual* Forecast Growth 80M Rate 60M Gen Yers 136% (born 1976 to 1990) 40M Gen Xers +35% (born 1964 to 1975) Boomers 20M +43% (born 1946 to 1963) Seniors (born 1900 to 1945) -3% 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 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

4 TAKE-AWAY Rethink the three-month promotions

5 TAKE-AWAY Do one thing really big

TAKE-AWAY 6 Mixing sales with social media is OK

Year-over-year youth member growth 100 Media support stopped here 75 50 25 0 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG 2006–2007 2007–2008

Give young people TAKE-AWAY 7 freedom and resources and they will do amazing things

TAKE-AWAY Create a dialogue by 8 entertaining first and educating second

9 TAKE-AWAY Sense and respond

“ T han givin k you g me ce to for the chan peak for you. ” s – LARISSA WALKI W

RESULTS 71,744 site visits 2 13,825 page views 3:45 average visit 82,726 You Tube video views 906 blog comments 2 34 Facebook fans 107 Twitter followers 3, 2008 October 1, 2007 to September 2

RESULTS $179,000 unpa id media coverage 2,00 0,000+ impressions 2,73 6 Y&F accounts $3,982,000 funds in Y&F accounts 0, 2008 October 1, 2007 to September 3

1 TAKE-AWAY 0 Keep it fresh

What’s next?

Wall illuminations

1 TAKE-AWAY 1 Ask for the sale

Myles Peterman’s Application for 2009 Young & Free Alberta Spokesperson

TEXAS YoungFreeTexas.com

1 TAKE-AWAY 2 There are incredible young people everywhere

DeAndre’ Upshaw’s Application for 2009 Young & Free Texas Spokesperson

1 TAKE-AWAY 3 Expect the unexpected

HURRICANE IKE

1 TAKE-AWAY 4 Dream big

1 TAKE-AWAY Don’t do 5 anything half way

BEYOND ALBERTA & TEXAS YoungAndFree.com

ON-GOING KE Y CHALLENGES / GOALS 24/7 support Content CU staff engagement M ining Gen Y insights Shared learning Financial literacy

youngandfree.com

Thank YOU!

Tim McAlpine tmcalpine@currencymarketing.ca currencymarketing.ca

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Young & Free One Year Later - Credit Union Gen Y Program

by Tim McAlpine on Oct 01, 2008

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Young & Free One Year Later - Credit Union Gen Y Program — Presentation Transcript