Attracting the Web 2.0 Generation

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Presentation given by Todd C. Mason, President of CU Village, on how credit unions can use the social web to better serve and communicate with their members.

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  • Attracting the Web 2.0 Generation

    1. 1. Presented by: Todd C. Mason President, CU Village
    2. 2. <ul><li>Attracting the Web 2.0 Generation = Social Web </li></ul>
    3. 3. <ul><li>Web 2.0 Generation is </li></ul><ul><li>NOT Just Kids… </li></ul><ul><li>… it is growing to include nearly all demographics </li></ul>
    4. 5. <ul><li>What it is the Social Web </li></ul><ul><li>Why it Matters </li></ul><ul><li>How to Use It </li></ul><ul><ul><li>P.O.S.T. Planning Tool </li></ul></ul>
    5. 7. <ul><li>Web-based tools that enable interaction among individuals that have some common bond </li></ul>
    6. 10. How it stacks up Related products Related topics Reviews and experiences Common Bond – People That Have An Interest In The Product
    7. 12. Source: http://www.youngfreealberta.com/
    8. 13. <ul><li>Profile </li></ul><ul><li>Relationships </li></ul><ul><li>Activities </li></ul><ul><li>Business model </li></ul>Who you are Who you connect with What you do Value of social influence
    9. 14. http://www.youtube.com/watch?v=MpIOClX1jPE
    10. 15. “ Your brand is what your customers say it is” Groundswell-Li and Bernoff
    11. 16. <ul><li>Conversations you have with your members in your lobbies and on the phone </li></ul><ul><li>Letters from your members </li></ul><ul><li>A suggestion box </li></ul><ul><li>Questions get from friends and family </li></ul><ul><li>Public relations </li></ul><ul><li>Focus groups </li></ul><ul><li>Community outreach and activities </li></ul>
    12. 17. <ul><li>New and quickly evolving </li></ul><ul><li>Sometimes perceived as a fad or waste of time </li></ul><ul><li>Not always clear what is the ROI </li></ul><ul><li>Scary </li></ul>
    13. 18. From search using Sideline from Yahoo @ http://sideline.yahoo.com/
    14. 19. <ul><li>Ignore it </li></ul><ul><li>Listen and lurk </li></ul><ul><li>Join in the conversation </li></ul>
    15. 21. <ul><li>What they are doing </li></ul><ul><li>Thought leadership </li></ul><ul><li>Client support </li></ul><ul><li>Focus groups </li></ul><ul><li>Self-service </li></ul><ul><li>Community-service </li></ul><ul><li>Target Audience </li></ul><ul><li>Professionals that use their service and care about marketing </li></ul><ul><li>ROI </li></ul><ul><li>Increasing stickiness and value </li></ul>
    16. 22. <ul><li>What they are doing </li></ul><ul><li>Thought leadership </li></ul><ul><li>Client support </li></ul><ul><li>Focus groups </li></ul><ul><li>Self-service </li></ul><ul><li>Community-service </li></ul><ul><li>Target Audience </li></ul><ul><li>Consumers, business leaders, technologist, etc. </li></ul><ul><li>ROI </li></ul><ul><li>Extends Dell brand beyond hardware </li></ul>
    17. 23. <ul><li>What they are doing </li></ul><ul><li>Thought leadership </li></ul><ul><li>Client support </li></ul><ul><li>Focus groups </li></ul><ul><li>Self-service </li></ul><ul><li>Community-service </li></ul><ul><li>Target Audience </li></ul><ul><li>Consumers, students and businesses </li></ul><ul><li>ROI </li></ul><ul><li>Personal faces to a very large organization. Display of innovation. </li></ul><ul><li>Positive PR </li></ul><ul><li>Since 2006 </li></ul>
    18. 24. <ul><li>Respond and listen to your customers </li></ul><ul><li>Read other blogs before publishing your own </li></ul><ul><li>Don’t look at social media like traditional media </li></ul><ul><li>It’s not about age: it’s about interest </li></ul>Wells Fargo Web 2.0 – eM+C January/February 2008
    19. 25. <ul><li>What they are doing </li></ul><ul><li>Community and member outreach </li></ul><ul><li>Promos and alerts </li></ul><ul><li>Target Audience </li></ul><ul><li>Youth and community </li></ul><ul><li>ROI </li></ul><ul><li>Reaching out to younger demographics, community outreach and positive branding </li></ul>
    20. 30. <ul><li>American 1 </li></ul><ul><li>Christian Financial </li></ul><ul><li>Cornerstone Community </li></ul><ul><li>Eaton Family </li></ul><ul><li>Elga </li></ul><ul><li>Gerber </li></ul><ul><li>Michigan First </li></ul><ul><li>MSU FCU </li></ul><ul><li>OUR Credit Union </li></ul><ul><li>SMSE Federal Credit Union </li></ul><ul><li>Ukrainian Selfreliance MI FCU </li></ul><ul><li>Unified Communities Federal Credit Union </li></ul><ul><li>Ypsilanti Area Federal Credit Union </li></ul>
    21. 33. <ul><li>Numbers and trends are important </li></ul><ul><ul><li>16.5 million adults ages 55 and older engage in social networking </li></ul></ul><ul><ul><li>Facebook is seeing the most growth among users age 30 and older </li></ul></ul><ul><ul><li>MySpace is enjoying a surge among the 55-plus set </li></ul></ul><ul><ul><li>350,000 peopled joined AARP.org social networking platform in under a year </li></ul></ul><ul><ul><li>75% of the online population is engaged in online social behaviors (Forrester) </li></ul></ul>Source: http://www.usatoday.com/tech/webguide/internetlife/2009-03-26-boomer-social-networking_N.htm It is not just a kid thing anymore - usage is growing among all age groups
    22. 34. <ul><li>It gives your credit union the opportunity to: </li></ul><ul><ul><li>Deepen member relationships and understanding </li></ul></ul><ul><ul><li>Providing thought leadership </li></ul></ul><ul><ul><li>Listen and be part of the conversation </li></ul></ul><ul><ul><ul><li>Hear what is being said about you and respond to it </li></ul></ul></ul><ul><ul><li>Expand your brand and image </li></ul></ul>
    23. 35. <ul><li>Social media usage will result in more influence </li></ul><ul><li>The focus will shift to influencers </li></ul><ul><li>Top-down branding will continue to lose effectiveness </li></ul><ul><li>Social advertising will grow up </li></ul><ul><li>The portable social graph will fuel marketing innovation </li></ul><ul><li>Not just friends, but friendsters, will start to matter </li></ul><ul><li>Social influence research will become more important than social measurement </li></ul><ul><li>Marketers will organize around Social Influence Marketing </li></ul><ul><li>The intranet will join the Web </li></ul><ul><li>Your CEO will join Facebook </li></ul>Source: Razorfish
    24. 36. Time to get interactive….
    25. 37. <ul><li>Start small with room to grow </li></ul><ul><li>Think through consequences </li></ul><ul><li>Put someone in charge </li></ul><ul><li>Use care in selecting technologies and partners </li></ul>
    26. 38. <ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S trategy </li></ul><ul><li>T echnology </li></ul>Source: Groundswell Who you want to target and how you expect to engage them What you expect to achieve and what your members expect to get How you will connect with your members What applications you will use
    27. 39. <ul><li>Who you want to target and how you expect to engage them </li></ul>
    28. 40. Creators Critics Collectors Joiners Spectators Inactives Social Technographics classifies people according to how they use social technologies. Entire contents © 2008 Forrester Research, Inc. All Rights Reserved
    29. 41. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly. Entire contents © 2008 Forrester Research, Inc. All Rights Reserved
    30. 42. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly. Entire contents © 2008 Forrester Research, Inc. All Rights Reserved
    31. 43. Creators Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly. Entire contents © 2008 Forrester Research, Inc. All Rights Reserved
    32. 44. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Joiners connect in social networks like MySpace and Facebook Groups include people participating in at least one of the activities monthly. Entire contents © 2008 Forrester Research, Inc. All Rights Reserved
    33. 45. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly.
    34. 46. Inactives neither create nor consume social content of any kind Groups include people participating in at least one of the activities monthly. Entire contents © 2008 Forrester Research, Inc. All Rights Reserved Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
    35. 47. Groups include people participating in at least one of the activities monthly. Taken together, these groups make up the ecosystem that forms the groundswell. Entire contents © 2008 Forrester Research, Inc. All Rights Reserved Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
    36. 48. Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
    37. 49. <ul><li>What the data shows </li></ul><ul><ul><li>Broad usage of social media across all demographics </li></ul></ul><ul><ul><li>Highest usage is among younger people </li></ul></ul><ul><ul><li>Most people just lurk </li></ul></ul><ul><ul><li>Those that create, critique or collect heavily influence others </li></ul></ul>80/20 Rule
    38. 50. <ul><li>We will target members that…… </li></ul><ul><ul><li>Want to help us innovate (“crowdsourcing”) </li></ul></ul><ul><ul><li>That want to learn more about personal finance </li></ul></ul><ul><ul><li>_____________________________________ </li></ul></ul><ul><ul><li>_____________________________________ </li></ul></ul><ul><ul><li>_____________________________________ </li></ul></ul><ul><ul><li>_____________________________________ </li></ul></ul><ul><ul><li>_____________________________________ </li></ul></ul><ul><ul><li>_____________________________________ </li></ul></ul><ul><ul><li>_____________________________________ </li></ul></ul>
    39. 51. <ul><li>What you expect to achieve and what your members expect to get </li></ul>
    40. 52. <ul><li>Insights into the financial needs of your members </li></ul><ul><li>Complement community involvement </li></ul><ul><li>Financial education </li></ul><ul><li>Youth involvement </li></ul><ul><li>Member service </li></ul><ul><li>_____________________________ </li></ul><ul><li>_____________________________ </li></ul><ul><li>_____________________________ </li></ul>
    41. 53. Credit Union Objectives Member Objectives Provide new products and services that members want Be part of building a better credit union to meet their present and future needs
    42. 54. <ul><li>How you will connect with your members </li></ul>
    43. 55. <ul><li>Insights and updates on personal finance topics members care about </li></ul><ul><li>Guidance financing and purchasing topics members care about </li></ul><ul><li>Engage members in credit union and community activities </li></ul>
    44. 56. Objectives Strategies Provide new products and services that members want Ask the question “What would I do if I were a credit union?”
    45. 57. <ul><li>What applications you will use </li></ul>
    46. 58. <ul><li>Online journal </li></ul><ul><li>Micro-blog of 140 character posts </li></ul><ul><li>Business and professional networking </li></ul><ul><li>Video sharing </li></ul><ul><li>Photo sharing </li></ul><ul><li>Social networking </li></ul>
    47. 59. Technology Purpose Why Twitter Quick updates Provide nuggets on the future of personal finance, product and service improvements and personal finance tips Blogger Thought leadership Provide personal finance guidance Flickr Share photo From community event Facebook Scrape book Share thoughts, photos and videos from community events, testimonial LinkedIn Directory Listing Presence for your credit union in a business and professional community
    48. 61. <ul><li>Wrapping up </li></ul>
    49. 62. <ul><li>Social web activities are based on what we do offline </li></ul><ul><ul><li>We are social creatures </li></ul></ul><ul><ul><li>We share little and big stuff with people know and don’t </li></ul></ul><ul><ul><li>We connect with members in the lobby, on the phone and in the community </li></ul></ul><ul><ul><li>Word of mouth makes a difference </li></ul></ul>Hold the social web up as a mirror - look at yourself through the eyes of your customers - and you'll uncover new possibilities for growth and innovation that your reflected glory efforts can help deliver. The Power of Reflected Glory Marketing, Alexandra Samuel
    50. 63. <ul><li>Business Reasons </li></ul><ul><ul><li>Reaching out to younger demographics </li></ul></ul><ul><ul><li>Community outreach </li></ul></ul><ul><ul><li>Positive branding </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Member support </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Self-service </li></ul></ul><ul><ul><li>Search engine rankings </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>Member interactions you get and the insights you gain from them
    51. 64. <ul><li>24/7 focus group - turn insight into change </li></ul><ul><li>Integrate instant member information into decision making </li></ul><ul><li>Opportunity and risk with members and staff as personal participants </li></ul><ul><li>Reach the Web 2.0 generation (whatever age they may be) </li></ul><ul><li>No-more-being stupid factor </li></ul>
    52. 65. <ul><li>Get involved and least be a “spectator” </li></ul><ul><li>Start small, think big </li></ul><ul><li>Develop your own “P.O.S.T” plan </li></ul><ul><li>Tie your activities to what your credit union is already doing and values – AND measure what you do </li></ul><ul><li>Tie your activities to things your members care about and value </li></ul>
    53. 67. [email_address] 800-262-6285, ext 262 CUVillage.BlogSpot.com www.Twitter.com/CUVillage www.CU-Village.com

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