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CUES EXPERIENCE | MINNEAPOLIS, MN | MAY 14, 2008 Young & Free: BUILDING relationships SOCIAL MEDIA through
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CUES EXPERIENCE | MINNEAPOLIS, MN | MAY 14, 2008
Young & Free: BUILDING
relationshipsSOCIAL MEDIA
through
Tim McAlpine
President & Chief Strategist
Currency Marketing
+ Credit union advocate
+ Creative leader
+ Marketer
+ Speaker
+ Blogger
+ Cheerleader
SOCIAL MEDIA
Belief in
CU
Social media and credit unions can build community
And, social media can drive sales!
YGEN
14 to 28years oldin 2008
Distrust companies and media
KEY VALUES & CONCERNS
Very unlikely to sign-up for an
unknown company-sponsored
social network
SOCIAL MEDIA CONSUMPTION
They could care less about your
credit union!
FEELINGS TOWARD FINANCIAL INSTITUTIONS
INFOCommon Wealth
4th-largest credit union in Alberta
52,000 members
$1.7 billion
16 branches across northern Alberta
Joining Servus Credit Union and
Community Savings Credit Union to
form Canada’s 3rd-largest CU
INFOProject
E-mail from Eric Dillon:
“We would like to hear
how Currency can help
Common Wealth
own the youth market
in northern Alberta!”
PERFECT SCENARIO
Relevant product
Differentiated brand
Real budget
Integrated marketing
Defined market
Social media & Web 2.0
Authentic voice
Senior-level involvement
Long-term commitment
Freedom & trustCourageous
credit union
Potential member in transition
THEMicrosite
Y&F on theSocial Web
Story 1: The Difference
CONNECTING ON- AND OFF-LINE
The Difference Between Banks and Credit Unions Part 1 by Larissa
Larissa on Citytv Breakfast TV
Story 2: Pond Hockey
CONNECTING ON- AND OFF-LINE
Y&F Road Trip by Larissa
Story 3: Movie Week
CONNECTING ON- AND OFF-LINE
Y&F Movie Week by Larissa
Y&F Movie Week Contest Draw by Larissa
Y&F Movie Week by Larissa
RESULTSThe
39,082 unique visitors
120,852 page views
3:47 average visit
59,670 YouTube video views
545 blog comments
176 Facebook fans
62 Twitter followers
RESULTS
October 1, 2007 to April 30, 2008
$179,000 unpaid media coverage
2,000,000+ impressions
1,863 Y&F accounts
$2,649,000 funds in Y&F accounts
RESULTS
October 1, 2007 to April 30, 2008
currencymarketing.ca/blog
currencymarketing.ca/podcast
Thank
YOU!
