young, free and super-charged

Young, free and super charged.Building social media campaigns that work.

Tim McAlpinePresident & Creative Director

Currency Marketing@currencytim on Twitter

Saturday, August 7, 2010

Social mediamarketing1

Young & Free 2

How internetsavvy 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 mediato the rescue?

Social Media Revolution

SOURCE: SOCIALNOMICS

reality checkSocial media

ABC CU

Typical credit union social media strategy

We need more

substanceLet’s assume that very few people want to be

your credit union’s

friend

social media strategies

Successful

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

Blendtec$499

Hamilton Beach$39

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

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

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

SUCCESSFUL STRATEGY

Rewardingcreativity

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)

To keep its brand lovable as it grows, Google holds multiple

crowd sourced contests every year

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

Solid strategy2Compelling story3

Dedicated resources4

Relevant products & services1

INTEGRATED SOCIAL MEDIA

MARKETING

SOCIAL MEDIA

WORD OF MOUTH

CONTENT MARKETING

GUERILLA MARKETING

DESIGN

PRODUCT DEVELOPMENT

TRADITIONAL MEDIA EVENT MARKETING

NICHE MARKETING

DIRECT MARKETING

SOCIAL NETWORKING

USER-GENERATED CONTENT

MICRO BLOGGING

BLOGGING

ONLINE VIDEO

CONTESTING

FINANCIAL LITERACY

BRANDED CONTENT

PUBLIC RELATIONS

Young & Freefrom the start

2006 20072005

Our big idea

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.

2006 20072005

STRATEGY CAPITALIZES ON THREE SIMPLE TRUTHS

2006 20072005

People relate to people

Anyone can be a star

The internet is popular

2006 2007 2009 20102008

“Verity Mom” Verity Credit Union

(2009–present)

“Next Top Credit Union Exec” CUES (2010)

In addition to our eight Young & Free regions, we’ve also

launched two other variations

Numerous credit unions have launched similar programs

The ultimate job search concept has proven to be very popular since our

original launch in 2007

Tourism destinations, celebrities and big brands have also launched their own job searches

A BUNDLE OF RELEVANT PRODUCTS AND SERVICES FOR GEN Y

Free checking

Automaticsavings

Online account opening

Overdraft foregiveness

Onlinebanking

Mobile banking

Text alerts

Personal financial

management

ATM rebates

POS fee rebates

Auto loans

Low-interest credit cards

2007 20082006

Alberta

Formerly Common Wealth Credit Union

2006 20072005

We think you should

give an unscripted and uncensored young person control of your brand!”

OUR PITCH

“

2006 20072005

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

JEFF MULLIGANCEO

“

Larissa’s proved the difference

11 surprised to date

Make a big deal out of everything

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 BERNOFFFORRESTER RESEARCH ANALYSTCO-AUTHOR OF GROUNDSWELL

“

2008 20092007

Texas

ARE YOU THE

VOICEOF THE 25 AND UNDER TEXAS CROWD?

YoungFreeTexas.comP o w e r e d b y

YOUNG &FREETEXAS

Federally Insured by NCUA

Ask for e-mail addresses

Promote everything you can

2009 20102008

YOUNG

&FREEsouth

carolina

South Carolina

Target various segments of a generation

3,214 Twitter followers

Josh was a social butterfly!

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

#1 Friend

#3 Facebook

#2 Radio

Where did you learn about this

opportunity?

Don’t underestimate traditional media

Partner with local media, don’t just buy space

2009 20102008

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?

2010 20112009

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

2010 20112009

Mississippi

Make the best content easily accessible

Combine on-line and off-line activities

Combine on-line and off-line activities

2010 20112009

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, APPLICANTYOUNG & FREE ST. LOUIS

“

Here’s David’s application

Young & Free St. Louis Applicant

2010 20112009

Ontario

A good idea can work anywhere

There are incredibly talented young people everywhere

Jacqueline, Young & Free Ontario Finalist

2006 20072005

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

Solid strategy2Compelling story3

Dedicated resources4

Relevant products & services1

2010 20112009

Our biggeridea

We want to help credit unions attract

1,000,000new young adult

members.

Tim McAlpinePresident & Creative Director

Currency Marketing@currencytim on Twitter

(Gen Y Wannabe)

Thank you!