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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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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