Post on 14-Dec-2014
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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!