The document summarizes a presentation by Tim McAlpine on using social media to engage Generation Y (ages 14-28) and build relationships with credit unions. It discusses that Gen Y values social media but distrusts companies. It then provides results from Common Wealth Info's "Young & Free" social media campaign targeting Gen Y, which drove over $2.6 million in new accounts and $179,000 in unpaid media coverage from October 2007 to April 2008.

1. CUES EXPERIENCE | MINNEAPOLIS, MN | MAY 14, 2008
Young & Free:
BUILDING
relationships
through
SOCIAL MEDIA

2. Tim
McAlpine
President &
Chief Strategist
Currency Marketing

3. nion advocate
+C redit u
eative l eader
+ Cr
+M arketer
+ Sp eaker
+ Bl ogger
+ Cheerl eader

4. Belief in
SOCIAL
MEDIA

6. CU

7. Social m edia and
credit u nions can
b uild com munity

8. And, social media
can drive sales!

9. GEN

11. 1 4 to 28
years old
in 2008

12. KE Y VALUES & CONCERNS
Distrust
co mpanies
and media

13. SOCIAL MEDIA CONSUMPTION
Very unlikely to
sign-up for an
unknown
company-s ponsored
social network

14. FEELINGS TOWARD FINANCIAL INSTITUTIONS
They c ould care
less about your
credit union!

15. Common Wealth
INFO

16. 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

17. Project
INFO

18. 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

19. 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

21. THE
Microsite

23. Y&F on t
he
Social W
eb

25. CONNECTING ON- AND OFF-LINE
Story 1:
The Difference

27. The Difference Between Banks and Credit Unions Part 1 by Larissa

32. Larissa on Citytv Breakfast TV

33. CONNECTING ON- AND OFF-LINE
Story 2:
Pond Hockey

36. Y&F Road Trip by Larissa

37. CONNECTING ON- AND OFF-LINE
Story 3:
Movie Week

42. Y&F Movie Week by Larissa

46. Y&F Movie Week Contest Draw by Larissa

48. Y&F Movie Week by Larissa

49. The
RESULTS

50. 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

51. 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

52. currencymarketing.ca/blog

53. currencymarketing.ca/podcast

54. Thank
YOU!

55. Tim McAlpine
tmcalpine@currencymarketing.ca
currencymarketing.ca