1AARP Confidential

Leveraging Social Networkingto Increase Savings

American Savings Education CouncilApril 15, 2009

Embargoed Until May 15, 2009

2AARP Confidential

Over 400+ consumers co-created new expert-backed web 2.0 site aimed to provide a simple roadmap to help Americans achieve financial security

Has a point of view (including promoting “8 Principles” to ensure financial security) and takes a pro-consumer stand in its editorial, proprietary tools, and positioning

Serves as a volunteer platform for personal finance and other professionals interested in “giving back” by offering free advice and guidance

Provides a community of peers, experts and “mentors” combined with authoritative content – focused on hard to reach segments

Starting to save earlier in life is a central message and is supported by interactive tools that bring textbook principles to life

ProgramProgram

3AARP Confidential

People identify with folks who are in similar situations and get ‘sparks’ to make positive changes to their finances when they see others successfully doing it

Good financial practices, such as starting to save earlier in life, is learned from parents; many young adults today also want to connect with experienced folks “who are not their parents”.

Underserved population can be reached through a community site

Black/African-Americans made up a disproportionate share among the most active participants

Grad school an opportune time to engage individuals on their finances

27.3% of the active users were grad school students

Key LearningKey Learning

4AARP Confidential

Many users were not engaged in financial best practices when they joined AARP’s online community, yet many made positive behavior changes as a result:

*Impact was the name of AARP’s private online community.

“Being a member of Impact has encouraged me to take a lot closer look at my financial situation, to save more, to invest more, and to actually get on a budget. I still have a long way to go, but at least Impact has me moving in the right direction!!!”

“I have decreased my credit card debt by 85%”

“I've rolled back my spending, I'm much more careful about credit card usage, I've created a will, I paid off my credit cards until I lost my job, but was able to maintain until I got my new one. I have a better understanding of investing.”

“Decreased my shopping, wrote a will & living will, paid off my credit cards for a while, clip coupons regularly.”

“As I said, I have begun to save more when I can, putting back $100s monthly. I have doubled my monthly investment contribution from $250 per month to $500 per month when I can budget it. The experience has been eye-opening and very rewarding.”

“I have taken advantage of information offered on many levels, tax-wise, retirement planning and most recently, how to mitigate some of the damage our current economic climate has made to all of our savings/expenses.”

“Being a member of Impact has encouraged me to take a lot closer look at my financial situation, to save more, to invest more, and to actually get on a budget. I still have a long way to go, but at least Impact has me moving in the right direction!!!”

“I have decreased my credit card debt by 85%”

“I've rolled back my spending, I'm much more careful about credit card usage, I've created a will, I paid off my credit cards until I lost my job, but was able to maintain until I got my new one. I have a better understanding of investing.”

“Decreased my shopping, wrote a will & living will, paid off my credit cards for a while, clip coupons regularly.”

“As I said, I have begun to save more when I can, putting back $100s monthly. I have doubled my monthly investment contribution from $250 per month to $500 per month when I can budget it. The experience has been eye-opening and very rewarding.”

“I have taken advantage of information offered on many levels, tax-wise, retirement planning and most recently, how to mitigate some of the damage our current economic climate has made to all of our savings/expenses.”

Key LearningKey Learning

5AARP Confidential

Participants helped confirm LifeTuner’s “theory of change”:

• How to guides• Expert FAQs Wiki• Suggested tools &

resources• Ability to ask

expert for advice

• Peers with relevant experience

• “Mentors” who have been there done that

• Tools to see the impact of your financial choices

• Success stories from relevant peers

• 8 “Principles” to follow

• Communal learning• Motivation

Awarenessthe “AHA” moment

Awarenessthe “AHA” moment

Help from experts on what to doHelp from experts on what to do

One person’s change sparks others to

change too

One person’s change sparks others to

change too

Support from the community on how to execute on change

Support from the community on how to execute on change

Person who successfully changes becomes an example and support to othersPerson who successfully changes becomes an example and support to others

Key LearningKey Learning

6AARP Confidential

For ASEC PartnersFor ASEC Partners

• “Sneak Peek” of LifeTuner – currently under password-only access, with soft launch public beta scheduled for Q2

• Proprietary Tools – will be made available as stand alone tools on

external sites

• Employees as Volunteers – LifeTuner provides an easy way for personal finance professionals to “give back” to those who need assistance

• Employees as “Been There” Storytellers – LifeTuner provides an opportunity for individuals to share life lessons and experiences with the younger age cohort

• Sponsorships – planning significant press and media coverage; welcoming sponsors to be included on the LifeTuner site and all press releases