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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
1
Social media
marketing

    2Young
     & Free
How internet
 savvy are you?
Last night,
did you...
A) Unlock the Super User badge on Foursquare?
B) Comment on your kid’s Facebook wall?
C) Try to reconnect with some friends on Twitter?
D) Post some photos to Flickr?
E) None of the above
Social media
 to the rescue?
Social Media Revolution




                    SOURCE: SOCIALNOMICS
Social media
 reality check
Typical credit union social media strategy




                ABC CU
We need more
substance
Let’s assume that very few people want to be
  your credit union’s

 friend
Successful
 social media
 strategies
SUCCESSFUL STRATEGY

Listening and
responding
To improve its customer service,
Comcast is available online 18 hours a day
SUCCESSFUL STRATEGY

Hiring web
celebs
To re-energize its aging Alka-Seltzer
brand, Bayer turned to Rhett and Link
Alka-Seltzer’s Great American Road Trip (2009)
Alka-Seltzer’s Great American Road Trip (2009)
SUCCESSFUL STRATEGY

Generating
word of mouth
To demonstrate its blenders are worth
   up to 10 times the competition,
    Blendtec turned to the Internet




     Blendtec       Hamilton Beach
       $499               $39
Blendtec’s Will it Blend? (2006–present)
Blendtec’s Will it Blend? (2006–present)
SUCCESSFUL STRATEGY

Rewarding
creativity
To keep its brand lovable as it
   grows, Google holds multiple
crowd sourced contests every year




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




     Doodle 4 Google (2008–present)
Threadless runs a $20 million
     business entirely based on
   user-submitted T-shirt designs




Threadless.com
 (2000–present)
Here are a few social media titles to get you started
1Relevant products & services

 2  Solid strategy

  3   Compelling story

   4    Dedicated resources
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
Young & Free
 from the start
2005          2007
          2006




Our
big
idea
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.
2005          2007
                                    2006




People relate   Anyone can      The internet
 to people       be a star       is popular

     STRATEGY CAPITALIZES ON
       THREE SIMPLE TRUTHS
2006   2007   2008   2009   2010
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)
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
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
2006          2008
                                             2007




Formerly Common Wealth Credit Union




 Alberta
2005          2007
                           2006




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




“   I’m hornier
    than a house
    cat about
    this idea.”

               JEFF MULLIGAN
                         CEO
Larissa’s proved the difference
Make a big deal out
  of everything




 11 surprised to date
Don’t stand still




YoungFreeAlberta.com (2008)
Don’t stand still




YoungFreeAlberta.com (2010)
Keep doing new things
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
“
    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
2007          2009
               2008




Texas
YOUNG
              &FREE
              TEXAS



ARE YOU THE
VOICE
OF THE 25 AND UNDER TEXAS CROWD?




       YoungFreeTexas.com
             Powered by



                          Federally Insured by NCUA
Ask for e-mail addresses
Promote everything you can
2008          2010
                   2009
YOUNG
&FREE
  south
 carolina




South
Carolina
Target various segments of a generation
Josh was a social butterfly!
   3,214 Twitter followers
   2,086 Facebook friends and 301 fans
   521 Flickr photos
   40+ real-world events
Inspire people to creatively spread the word
Make yourself the center of the local universe
Don’t underestimate traditional media


   Where did you
  learn about this
     opportunity?
       #1 Friend
       #2 Radio
  #3 Facebook
Partner with local media, don’t just buy space
2008          2010
                 2009




Alabama
Consider adding an iPhone app
Ask people what they want from your credit union




                               33 challenge
                              videos to date
What do young people want?
2009          2011
               2010




Tennessee
Alex has become extremely
recognizable in the community
Deliver on the promise of financial literacy
Deliver on the promise of financial literacy
Deliver on the promise of financial literacy
2009          2011
                 2010




Mississippi
Make the best content easily accessible
Combine on-line and off-line activities
Combine on-line and
off-line activities
2009          2011
                   2010




St. Louis
Your campaign should
promote an amazing product
Vantage Credit
   Union has
 custom built an
 online banking
system designed
 specifically for
the needs of the
 17 to 25 crowd
Tell your story to the local media




Combined, all regions have had in excess of
   $750,000 in free media coverage
Then tell your following. Then repeat.
“
    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
Here’s David’s application




Young & Free St. Louis Applicant
2009          2011
                 2010




Ontario
A good idea can work anywhere
There are incredibly
talented young people everywhere




Jacqueline, Young & Free Ontario Finalist
2005          2007
          2006




Our
big
idea
“   We think you should
    give an unscripted
    and uncensored
    young person
    control of your brand!”
                        OUR PITCH
There are now close to
  40,000
  young adults with
products and services
     associated
  with Young & Free
1Relevant products & services

 2  Solid strategy

  3   Compelling story

   4    Dedicated resources
2009          2011
          2010




Our
bigger
idea
We want to help
credit unions attract
1,000,000
 new young adult
   members.
Thank
you!
          Tim McAlpine
    President & Creative Director
             Currency Marketing
            @currencytim on Twitter
                   (Gen Y Wannabe)

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Young, Free and Super-charged

  • 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
  • 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
  • 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
  • 17. To improve its customer service, Comcast is available online 18 hours a day
  • 19. To re-energize its aging Alka-Seltzer brand, Bayer turned to Rhett and Link
  • 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)
  • 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
  • 37.
  • 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
  • 45.
  • 47. Make a big deal out of everything 11 surprised to date
  • 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
  • 57. 2008 2010 2009 YOUNG &FREE south carolina South Carolina
  • 58. Target various segments of a generation
  • 59.
  • 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
  • 73.
  • 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
  • 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
  • 91.
  • 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)