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RegWatch - CUNA Marketing & Business Development Council

CUNA Regulatory Affairs (edited by the CMBDC Business Development/Legislation Committee)
October 10, 2008

Regulatory Issues of Interest to CUNA Marketing & Business Development Council Members



In This Issue:

> Read the Full Version of RegWatch
> View Recent Comment Calls


NEW ECONOMIC STABILIZATION STATUTE AND WHAT IT MEANS FOR CREDIT UNIONS

Last week, the President signed into law the new Emergency Economic Stabilization legislation. It is over 450 pages long and contains many provisions that do not impact credit unions directly. While CUNA is still reviewing the details of the legislation, here is initial summary.

CUNA worked very diligently as the legislation developed to ensure that credit unions' interests were protected to the fullest extent possible, given the circumstances. Of interest to credit unions, the legislation includes:

It is also important to note that the bill does not include provisions for modifications of mortgage loans under the bankruptcy process (although there are provisions for mortgage loan modifications for assets purchased by the Treasury).

This summary highlights those provisions that have significance for credit unions and includes guidance, which we have discussed with the National Credit Union Administration (NCUA), on what credit unions need to do with insurance signs and related issues in light of the temporary increase in the share and deposit insurance coverage. Following that, we have summarized other key provisions in the legislation for your general information. If you have questions about this information, you may contact Eric Richard, Ryan Donovan, or Mary Dunn at (202) 638-5777.

Insurance Coverage

What Do Federally Insured Credit Unions Need to be Doing in Light of the Coverage Increase?

Mark-to-Market

Troubled Assets Relief Program (TARP)

Foreclosure Mitigation

Payment of Interest on Federal Reserve Deposits

Reports

Executive Compensation

Summary of Other Provisions in the Legislation

Mary Dunn, SVP and Deputy General Counsel

 


New White Papers Explore Marketing to Baby Boomers, Ex-Bankers at CUs

CUNA Councils
October 9, 2008

Addressing the financial services needs of the often ignored baby boomers – the 76 million men and women who comprise 26 percent of the population – is the subject of the first of two new white papers from the CUNA Councils.

Marketing to Baby Boomers,” by the CUNA Marketing and Business Development Council, details relevant products and services for this demographic and how to strategically market these offerings. The white paper includes research and case studies that focus specifically on boomer women, who are emerging as a market super power predicted to control two-thirds of U.S. consumer wealth over the next decade.

The paper outlines the numerous opportunities that the baby boomer market presents, along with some caveats in this intense competition for wallet share. According to the paper, “This age cohort is hungry for financial information from their trusted advisor. They will attend seminars, but want information without the sales hustle—they get too many offers for free dinners and credit cards. As the interviews with professionals indicate, if the information is too sales oriented, your members will be turned off immediately.”

Credit unions have been filling lending positions with ex-bankers for many years, but the trend has gained more attention recently due to credit unions’ growing need for commercial lending experience. The second new white paper – “Ex-Bankers Working for Credit Unions: Challenges and Opportunities” by the CUNA Lending Council – offers tips and tools for hiring ex-bankers with the right mindset to thrive in the credit union environment and helping them to make the transition.

According to the white paper, “For ex-bankers, the key to success in the credit union movement seems to be understanding the credit union philosophy and reconciling it to their own approach to lending policies and procedures. When ex-bankers successfully take this step, they can make significant contributions to their credit union organizations and even the credit union movement.”

CUNA Council members are entitled to complimentary copies of these white papers; non-members may purchase the white papers for a price of $50 per copy.

The papers are available online in the white paper section of each council site - select the “Marketing and BizDev” tab for the baby boomers paper or the “Lending” tab for the ex-banker paper.


The First CUNA Councils Connect Prize Challenge Winner & a Chance to Win a $50 Target Gift Card!

CUNA Councils
October 8, 2008

Last Week's Quiz Question
When doing a member search (by attribute) or via the "People Map," how many different vendor categories can you choose from (Core Processing System Vendor, ALM Vendor, etc)?

  1. 6
  2. 15
  3. 32
  4. 45

The answer is # 3 - 32 categories of vendors! This is in addition to geography, credit union data, expanded areas of expertise, and more.

> Learn more about doing a targeted member search in CUNA Councils Connect


$50 Gas Card!And the Winner is ...

Congratulations to Dustin Weaver, CUNA Marketing & Business Development Council Member, from Kern Schools Federal Credit Union.

He is the lucky winner of a $50 Gas Card.

Don't despair - You could still win too! Throughout October and November, there will be a series of quiz questions on a different aspect of the community - five total (about one a week). At the end, there will be one large grand prize (TBA).

Enter to Win in the CUNA Councils Connect Prize Challenge!How to Enter:


This Week's Quiz Question - Win a $50 Target Gift Card!

CUNA Councils Connect will help you hit your organizational target, so why not also enter to win a $50 Target Gift Card, which is redeemable at Target stores or online at Target.com?

Submit your answer online here by October 14th (COB) to be entered to win.
The winner will be randomly selected from all of the entries.

What are You Waiting For?

> Get Connected

> Take a Tour

> Visit the CUNA Councils Connect Help/FAQ

 

*Thanks to this random number generator for helping pick this week's winner.

 








Not a Site, but a Concept: Tapping the Power of Social Networking

Knowledge@Wharton
October 7, 2008

Mini USA, the American branch of BMW's Mini Cooper line, tracks everything being said about its brand everywhere on line—in blogs, discussion groups, forums, MySpace pages and much more—then uses what it learns to guide advertising campaigns.

At Hewlett-Packard, 50 executives log into their individual blogs each morning to join the ongoing online conversation about each of their product lines, immediately responding to customer problems and concerns.

Ernst & Young recruits many of the 3,500 college graduates it hires every year using a career group on Facebook, where it not only posts job information but also answers individual questions from prospective employees. And Del Monte Pet Foods uses a private online community to regularly "chat" with 400 pet lovers whose opinions help shape new products.

These are all examples of companies savvy enough to participate in the "groundswell," according to Charlene Li, vice president and principal analyst at Forrester Research. "The groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations."

Li was a speaker at the recent Supernova conference, an annual technology event in San Francisco organized by Wharton legal studies and business ethics professor Kevin Werbach in collaboration with Wharton. Li and Forrester colleague Josh Bernoff have co-authored a book on the subject, Groundswell: Winning in a World Transformed by Social Technologies.

"The more you know and understand the individuals who make up the groundswell around your brand and your company, the more you can use the new social networking phenomenon to your advantage," she said.

Such understanding comes from going well beyond traditional user surveys, however. According to Li and other speakers at the conference, too few companies study how people actually interact with the web and utilize online collaborative tools, yet much of today's Internet revolves around individual users, the content they create, the communities they form and the transactions they choose.

"People's lives are rich and complex, so you need to get data both in the large and in the small," said Elizabeth Churchill, principal research scientist at Yahoo! Research whose work focuses on user Internet experiences. "That means quantitative data from large groups to answer the 'who, what, where and how' questions, and qualitative data to answer the 'why' questions. For example, we know from research done by photo-sharing website Flickr that while Americans are big sharers of photos, Scandinavians are not. Why? What is the cultural impact on photo sharing?"

Failed Searches and Alpha Moms

Looking more carefully at people's behavior on the Internet can uncover surprises, sometimes calling into question basic assumptions—for instance, that most young people are adept at using the Internet. Conference presenter Eszter Hargittai, Northwestern University professor of sociology and communication studies, studied a diverse group of students attending the University of Illinois at Chicago and found that 43% failed on a search task, based largely on their misunderstanding of Internet terminology and on their inability to navigate links.

Hargittai reviewed research showing that people differ significantly in their understanding of various Internet-related terms and activities. For example, when asked to assess their own Internet know-how, women, African Americans, Hispanics and those with poorly educated parents report lower levels of knowledge than men or Asian Americans.

"Since such skills are not randomly distributed among the population, certain content providers and content users stand a better chance of benefiting from the medium than others," said Hargittai.

Li agreed, citing Forrester research on the range of behavior on the web, which is sometimes based on skill and demographics, while at other times linked more to a user's stage of life. So-called Alpha Moms "are comfortable with technology, interested in parenting, and have above-average incomes," said Li, "but they have no time. So if you're trying to reach them, you don't give them blogs. You give them communities of their peers with opportunities for feedback."

To help companies target their Internet strategies, Li and Bernoff have organized Forrester research into a "social technology ladder," which classifies consumers based on their participation in various types of social networking. At the lowest rung of the ladder are the "inactives," some 44% of all U.S. American adults who were online in 2007. Higher up are the "joiners," the 25% who visit social networking sites like MySpace; collectors, an elite 15% who collect and aggregate information; and critics, those who post ratings and reviews as well as contribute to blogs and forums. Only 18% of all online Americans actually create content, publishing an article or a blog at least once a month, maintaining a web page or uploading content to sites like YouTube.

The power of such a classification lies in giving organizations a clear understanding of how consumers are behaving online, said Li. "Any successful strategy to tap into the groundswell has to begin with assessing customers' social activities. Then you can decide what you want to accomplish, plan for how your relationship with your customers will change, and finally decide what social technology to use."

Li is currently investigating why people move up and down this ladder of social technologies, and what are the levers companies can use to encourage consumers to act. It is critical for organizations to hone their understanding of groundswell activities, said Li, because "in five to 10 years, social networks will be everywhere."

The New Black

Google's Joe Kraus agrees. Speaking at the Supernova conference, the director of product management for the search giant acknowledged that social networking is the latest fashion—"the new black," as he called it. "But people have been endlessly fascinated by one another for a very long time. Social networking is not new; we just have new ways to do it."

That is not to diminish the power of social computing. In fact, Kraus already sees it as the force behind three major trends in the way people use the Internet.

First, "the process of information discovery is changing from a solitary activity to a communal activity," said Kraus, citing as an example his own recent behavior in choosing an anniversary gift for his wife. He searched and found that candy is traditional for a sixth anniversary, then set up a message on his G-mail account, saying he needed ideas for a candy-based gift.

A friend e-mailed to tell him of an extraordinary baker who constructs specialty cakes and, thanks to her suggestion, his sixth anniversary gift became an elaborate cake in the shape of a colorful purse. So, said Kraus, he went from solitary information discovery to social information discovery—and a much better result than he could have achieved on his own.

Second, he said, how we exchange information is changing, from sharing information actively (e-mailing photos to friends) to sharing it passively (uploading those photos to Facebook and e-mailing notification to friends). "What's happening is that we're separating access from notification," said Kraus. This leads to more sharing because people don't worry as much about interrupting others with e-mails, calling attention to themselves and appearing too self-important.

Third, and most important, Kraus sees the web eventually becoming entirely social. "Today, social computing is something you do at a specific site," said Kraus. "But we're realizing that being social is not a site. It's a concept."

We won't get to that entirely social web, he added, until we find ways to allow users to do three things: establish a single identity to log on to many sites; share private resources such as photos or contact lists without handing out private credentials (such as an e-mail account password); and distribute information across multiple social applications.

Google Friend Connect, a service that enables websites to easily provide social features for its visitors, incorporates three standards that respectively address each of those problems—Open ID, OAuth and OpenSocial, says Kraus. A preview version of the service was released in May. He sees Google Friend Connect as a path to the open web he predicts will arrive sooner than we imagine. "Already you can browse a site like the New York Times or Amazon, then write comments and reviews. Why shouldn't I be able to go to the Ticketmaster site and see where my friend is sitting at a concert I want to attend, providing he wants to expose the information?"

What all organizations need to prepare for, said Kraus, is a completely social web, where "your users will simply expect to be part of the conversation."

Reprinted with permission from Knowledge@Wharton, the online research and business analysis journal of the Wharton School of the University of Pennsylvania.


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