Building social media campaigns that work. General session presentation delivered by Tim McAlpine at the 33rd Annual Directors' Convention in Las Vegas in August 2010. For more information on Young & Free visit http://www.youngfreehq.com

1. Tim McAlpine
President & Creative Director
Currency Marketing
@currencytim on Twitter
Young, free and
super charged.
Building social media
campaigns that work.
Saturday, August 7, 2010

2. 1
Social media
marketing
2Young
& Free

3. How internet
savvy are you?

4. Last night,
did you...

5. A) Unlock the Super User badge on Foursquare?

6. B) Comment on your kid’s Facebook wall?

7. C) Try to reconnect with some friends on Twitter?

8. D) Post some photos to Flickr?

9. E) None of the above

10. Social media
to the rescue?

11. Social Media Revolution
SOURCE: SOCIALNOMICS

12. Social media
reality check

13. Typical credit union social media strategy
ABC CU

14. We need more
substance
Let’s assume that very few people want to be
your credit union’s
friend

15. Successful
social media
strategies

16. SUCCESSFUL STRATEGY
Listening and
responding

17. To improve its customer service,
Comcast is available online 18 hours a day

18. SUCCESSFUL STRATEGY
Hiring web
celebs

19. To re-energize its aging Alka-Seltzer
brand, Bayer turned to Rhett and Link

20. Alka-Seltzer’s Great American Road Trip (2009)

21. Alka-Seltzer’s Great American Road Trip (2009)

22. SUCCESSFUL STRATEGY
Generating
word of mouth

23. To demonstrate its blenders are worth
up to 10 times the competition,
Blendtec turned to the Internet
Blendtec Hamilton Beach
$499 $39

24. Blendtec’s Will it Blend? (2006–present)

25. Blendtec’s Will it Blend? (2006–present)

26. SUCCESSFUL STRATEGY
Rewarding
creativity

27. To keep its brand lovable as it
grows, Google holds multiple
crowd sourced contests every year
Doodle 4 Google (2008–present)

28. To keep its brand lovable as it
grows, Google holds multiple
crowd sourced contests every year
Doodle 4 Google (2008–present)

29. Threadless runs a $20 million
business entirely based on
user-submitted T-shirt designs
Threadless.com
(2000–present)

30. Here are a few social media titles to get you started

31. 1Relevant products & services
2 Solid strategy
3 Compelling story
4 Dedicated resources

32. WORD OF MOUTH
ONLINE VIDEO CONTENT MARKETING
PUBLIC RELATIONS FINANCIAL LITERACY
GUERILLA MARKETING DIRECT MARKETING
SOCIAL MEDIA INTEGRATED NICHE MARKETING
SOCIAL MEDIA
DESIGN BLOGGING
MARKETING
MICRO BLOGGING CONTESTING
USER-GENERATED CONTENT BRANDED CONTENT
TRADITIONAL MEDIA EVENT MARKETING
SOCIAL NETWORKING PRODUCT DEVELOPMENT

33. Young & Free
from the start

34. 2005 2007
2006
Our
big
idea

35. 2005 2007
2006
Hire a young spokesperson
through a public search. His or her job
will be to attract and educate
new young adult credit
union members by offering
useful information and promoting
relevant products and services in
person and online.

36. 2005 2007
2006
People relate Anyone can The internet
to people be a star is popular
STRATEGY CAPITALIZES ON
THREE SIMPLE TRUTHS

38. 2006 2007 2008 2009 2010

39. In addition to our eight
Young & Free regions, we’ve also
launched two other variations
“Verity Mom” “Next Top Credit
Verity Credit Union Union Exec”
(2009–present) CUES (2010)

40. The ultimate job search concept has
proven to be very popular since our
original launch in 2007
Numerous credit unions have launched similar programs
Tourism destinations, celebrities and big brands
have also launched their own job searches

41. A BUNDLE OF RELEVANT PRODUCTS
AND SERVICES FOR GEN Y
Free Online
Automatic Overdraft
checking account
savings foregiveness
opening
Personal
Online Mobile Text financial
banking banking alerts management
Low-interest
ATM POS fee Auto credit
rebates rebates loans cards

42. 2006 2008
2007
Formerly Common Wealth Credit Union
Alberta

43. 2005 2007
2006
“ We think you should
give an unscripted
and uncensored
young person
control of your brand!”
OUR PITCH

44. 2005 2007
2006
“ I’m hornier
than a house
cat about
this idea.”
JEFF MULLIGAN
CEO

46. Larissa’s proved the difference

47. Make a big deal out
of everything
11 surprised to date

48. Don’t stand still
YoungFreeAlberta.com (2008)

49. Don’t stand still
YoungFreeAlberta.com (2010)

50. Keep doing new things

51. Credit Union Central of Canada
• National Credit Union Innovation Award
CUES Golden Mirror Awards
• 1st place coordinated campaigns
• 1st place segmented campaigns
• 1st place for PR
CUNA Diamond Awards
• 1st place for PR
Forrester Research Groundswell Awards
• 1st place in the talking category
MAC Network Awards
• Gold Award for market segment program
• Gold Award for PR
• Gold Award for websites
• Best of Show MACQUEE
MACU AIME Awards
• Gold AIME new product launch
• Silver AIME coordinated campaigns
• Silver AIME radio
• Silver AIME websites
• People's Choice Award

52. “
You deserved to win.
You did a great job and just as important,
actually delivered business value with your
application. The big companies did too, but
your application was more impressive based
on the creativity and the results delivered on a
limited budget.”
JOSH BERNOFF
FORRESTER RESEARCH ANALYST
CO-AUTHOR OF GROUNDSWELL

53. 2007 2009
2008
Texas

54. YOUNG
&FREE
TEXAS
ARE YOU THE
VOICE
OF THE 25 AND UNDER TEXAS CROWD?
YoungFreeTexas.com
Powered by
Federally Insured by NCUA

55. Ask for e-mail addresses

56. Promote everything you can

57. 2008 2010
2009
YOUNG
&FREE
south
carolina
South
Carolina

58. Target various segments of a generation

60. Josh was a social butterfly!
3,214 Twitter followers
2,086 Facebook friends and 301 fans
521 Flickr photos
40+ real-world events

61. Inspire people to creatively spread the word

62. Make yourself the center of the local universe

63. Don’t underestimate traditional media
Where did you
learn about this
opportunity?
#1 Friend
#2 Radio
#3 Facebook

64. Partner with local media, don’t just buy space

65. 2008 2010
2009
Alabama

66. Consider adding an iPhone app

67. Ask people what they want from your credit union
33 challenge
videos to date

68. What do young people want?

69. 2009 2011
2010
Tennessee

70. Alex has become extremely
recognizable in the community

71. Deliver on the promise of financial literacy

72. Deliver on the promise of financial literacy

74. Deliver on the promise of financial literacy

75. 2009 2011
2010
Mississippi

76. Make the best content easily accessible

77. Combine on-line and off-line activities

78. Combine on-line and
off-line activities

79. 2009 2011
2010
St. Louis

80. Your campaign should
promote an amazing product

81. Vantage Credit
Union has
custom built an
online banking
system designed
specifically for
the needs of the
17 to 25 crowd

82. Tell your story to the local media
Combined, all regions have had in excess of
$750,000 in free media coverage

83. Then tell your following. Then repeat.

84. “
I want to thank Vantage
Credit Union for the
opportunity you’ve
presented to those our age!
I thoroughly enjoyed the
entire process and I feel as
though, even though I did
not make the finalists, I’ve
grown as a young adult. Is
it possible to re-enter next
year?”
DAVID, APPLICANT
YOUNG & FREE ST. LOUIS

85. Here’s David’s application
Young & Free St. Louis Applicant

86. 2009 2011
2010
Ontario

87. A good idea can work anywhere

88. There are incredibly
talented young people everywhere
Jacqueline, Young & Free Ontario Finalist

89. 2005 2007
2006
Our
big
idea

90. “ We think you should
give an unscripted
and uncensored
young person
control of your brand!”
OUR PITCH

92. There are now close to
40,000
young adults with
products and services
associated
with Young & Free

93. 1Relevant products & services
2 Solid strategy
3 Compelling story
4 Dedicated resources

94. 2009 2011
2010
Our
bigger
idea

95. We want to help
credit unions attract
1,000,000
new young adult
members.

96. Thank
you!
Tim McAlpine
President & Creative Director
Currency Marketing
@currencytim on Twitter
(Gen Y Wannabe)