Todd C. Mason discusses attracting the Web 2.0 generation through social media engagement and the importance of understanding diverse demographics beyond just youth. He emphasizes using social web tools to deepen member relationships, improve branding, and gather insights, while highlighting the necessity of targeted engagement strategies. The document outlines various social media roles and encourages credit unions to embrace social influence as a means of growth and innovation.

1. Presented by: Todd C. Mason President, CU Village

2. Attracting the Web 2.0 Generation = Social Web

3. Web 2.0 Generation is NOT Just Kids… … it is growing to include nearly all demographics

5. What it is the Social Web Why it Matters How to Use It P.O.S.T. Planning Tool

7. Web-based tools that enable interaction among individuals that have some common bond

10. How it stacks up Related products Related topics Reviews and experiences Common Bond – People That Have An Interest In The Product

12. Source: http://www.youngfreealberta.com/

13. Profile Relationships Activities Business model Who you are Who you connect with What you do Value of social influence

14. http://www.youtube.com/watch?v=MpIOClX1jPE

15. “ Your brand is what your customers say it is” Groundswell-Li and Bernoff

16. Conversations you have with your members in your lobbies and on the phone Letters from your members A suggestion box Questions get from friends and family Public relations Focus groups Community outreach and activities

17. New and quickly evolving Sometimes perceived as a fad or waste of time Not always clear what is the ROI Scary

18. From search using Sideline from Yahoo @ http://sideline.yahoo.com/

19. Ignore it Listen and lurk Join in the conversation

21. What they are doing Thought leadership Client support Focus groups Self-service Community-service Target Audience Professionals that use their service and care about marketing ROI Increasing stickiness and value

22. What they are doing Thought leadership Client support Focus groups Self-service Community-service Target Audience Consumers, business leaders, technologist, etc. ROI Extends Dell brand beyond hardware

23. What they are doing Thought leadership Client support Focus groups Self-service Community-service Target Audience Consumers, students and businesses ROI Personal faces to a very large organization. Display of innovation. Positive PR Since 2006

24. Respond and listen to your customers Read other blogs before publishing your own Don’t look at social media like traditional media It’s not about age: it’s about interest Wells Fargo Web 2.0 – eM+C January/February 2008

25. What they are doing Community and member outreach Promos and alerts Target Audience Youth and community ROI Reaching out to younger demographics, community outreach and positive branding

30. American 1 Christian Financial Cornerstone Community Eaton Family Elga Gerber Michigan First MSU FCU OUR Credit Union SMSE Federal Credit Union Ukrainian Selfreliance MI FCU Unified Communities Federal Credit Union Ypsilanti Area Federal Credit Union

33. Numbers and trends are important 16.5 million adults ages 55 and older engage in social networking Facebook is seeing the most growth among users age 30 and older MySpace is enjoying a surge among the 55-plus set 350,000 peopled joined AARP.org social networking platform in under a year 75% of the online population is engaged in online social behaviors (Forrester) 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

34. It gives your credit union the opportunity to: Deepen member relationships and understanding Providing thought leadership Listen and be part of the conversation Hear what is being said about you and respond to it Expand your brand and image

35. Social media usage will result in more influence The focus will shift to influencers Top-down branding will continue to lose effectiveness Social advertising will grow up The portable social graph will fuel marketing innovation Not just friends, but friendsters, will start to matter Social influence research will become more important than social measurement Marketers will organize around Social Influence Marketing The intranet will join the Web Your CEO will join Facebook Source: Razorfish

36. Time to get interactive….

37. Start small with room to grow Think through consequences Put someone in charge Use care in selecting technologies and partners

38. P eople O bjectives S trategy T echnology 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

39. Who you want to target and how you expect to engage them

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

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

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

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

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

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.

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

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

48. Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.

49. What the data shows Broad usage of social media across all demographics Highest usage is among younger people Most people just lurk Those that create, critique or collect heavily influence others 80/20 Rule

50. We will target members that…… Want to help us innovate (“crowdsourcing”) That want to learn more about personal finance _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________

51. What you expect to achieve and what your members expect to get

52. Insights into the financial needs of your members Complement community involvement Financial education Youth involvement Member service _____________________________ _____________________________ _____________________________

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

54. How you will connect with your members

55. Insights and updates on personal finance topics members care about Guidance financing and purchasing topics members care about Engage members in credit union and community activities

56. Objectives Strategies Provide new products and services that members want Ask the question “What would I do if I were a credit union?”

57. What applications you will use

58. Online journal Micro-blog of 140 character posts Business and professional networking Video sharing Photo sharing Social networking

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

61. Wrapping up

62. Social web activities are based on what we do offline We are social creatures We share little and big stuff with people know and don’t We connect with members in the lobby, on the phone and in the community Word of mouth makes a difference 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

63. Business Reasons Reaching out to younger demographics Community outreach Positive branding Thought leadership Member support Focus groups Self-service Search engine rankings Etc… Member interactions you get and the insights you gain from them

64. 24/7 focus group - turn insight into change Integrate instant member information into decision making Opportunity and risk with members and staff as personal participants Reach the Web 2.0 generation (whatever age they may be) No-more-being stupid factor

65. Get involved and least be a “spectator” Start small, think big Develop your own “P.O.S.T” plan Tie your activities to what your credit union is already doing and values – AND measure what you do Tie your activities to things your members care about and value

67. [email_address] 800-262-6285, ext 262 CUVillage.BlogSpot.com www.Twitter.com/CUVillage www.CU-Village.com