activation and engagement through social media april 2012

© 2011 Blue Panda Interactive. Proprietary And Confidential.! 1!I N T E R A C T I V E

Activation and Engagement through Social Media:Planning For Change!

© 2011 Blue Panda Interactive. Proprietary And Confidential.! 1!

Jeff Fleischman, CEO Blue Panda Interac9ve

February 2012


“Should our frequency be delivered per week, per day or per campaign? Forget about all that. Think: Always on.”

Advertising Age September 19, 2011

© 2011 Blue Panda Interactive. Proprietary And Confidential.! 3!© 2011 Blue Panda Interactive. Proprietary And Confidential.! 3!

Overview!


Executive Summary • Social Media is now a core component for most company’s marketing/

engagement strategy!

•  Facebook is the predominant social media platform, accounting for over 54 billion minutes of usage per month!

• Convergence of mobile and social media, will become the primary engagement vehicle for consumers!

• Smart phones and tablet shipments exceeded PCs (notebook and laptop) in Q4 2010 !

• Brand perception is being shaped by Social Media!

• Social Media engagement will be fueled by a combination of location based services (LBS) and localized offers!

•  Traditional measures of success need to be reexamined and new ways of quantifying the impact of social media need to be established!


The New Engagement Ecosystem

Content

Search • SEO • SEM

• Keywords

Channel • Print

• Web/eMail • Social Media

• Mobile

Experience • Educa>on • Advice • Transact

Op>miza>on • Mul>variate • Site Op>mized • A/B Tes>ng


Social Media Is An Opportunity To Engage Users Throughout The Customer Journey


Social Media Is A Component Of Your Customer Experience Strategy


Social Media As A Global Platform!


Life Used To Be Simple


Consumers Now Have Unprecedented Control


One Person Has Global Reach…..


And A Global Audience


Social Media Is An Evolution To A Dynamic, Connected Ecosystem

Old Paradigm New Paradigm Disparate and unconnected experience

Connectivity and convergence without sacrificing choice

“Word of Mouth” The community is the trusted source for advice, information, and recommendations

Distinct experiences Seamless integration across channels and devices

Controlled Dynamic and uncensored

Corporate generated content Content crowd sourced and owned by the community

Corporate website Distributed digital distribution model

Millennials, Gen X/Y largely unengaged

Millennials, Gen X/Y will be more engaged with companies that provide social media options

Monologue Conversation

Little customer feedback Continuous stream of direct feedback


Competitive Best Practices!


The Use Of Social Media In Financial Services Is Rapidly Growing

v  Financial Service companies are expanding their use of social media and crafting innovative campaigns !

v  Heavily regulated and Financial Service firms need to understand how to navigate Social Media!

v  Firms are using social media to reach a younger demographic and improve customer service!

v  Customers and prospects are having conversations about your brand without you!

v  Social media is an integral part of multi-channel marketing strategy to engage prospects and customers!

v  The ability to demonstrate measurable results will continue to present challenges in winning budget dollars!


The Principal – Dreamcatcher Campaign

v  Innovative campaign designed for users to visualize their retirement through aspirational photos!

v Message of inspiration, advice, and tools throughout the experience!

v Although emphasis is focused on inspiration and engagement there is a clear focus on driving the user to creating a plan or speaking with an advisor!

v  Integration of user generated content, video, tools for both consumers and small business owners!

v Campaign content is integrated with the Principal website although the experience is somewhat disjointed!


The Principal – Dreamcatcher Campaign

v  People are asked to visualize their financial dreams and provides persistent linkages to planning and advice!

v  Provides a social setting to share information, content, and tagging of pictures for easy access!

v  INTEGRATION: What are your financial dreams? Use Dreamcatcher to collect your financial dreams, so you can see your future. Talk to your advisor. And start a plan.!


Prudential – Day One Campaign

v  dayonestories.com is a microsite experience to share the stories (through photos) of hundred’s of people on their first day of retirement!

v  Content includes photos and several videos and is integrated with a national TV ad campaign!

!v  Accompanying PDF of 31 facts about retiring ranging from trends to

financial stats!

v  Options include viewing dayone pictures, creating and fostering peer discussions, and access to speak with a professional!

v  Integration of campaign content with the Prudential website, access to printable articles and guides, and tools and calculators!

!


Prudential – Day One Campaign v Prudential’s emphasis on the growing

population of people retiring – 10k per day!

v Link to PDF of 31 facts about retiring ranging from trends to financial stats http://www.dayonestories.com/pdf/retirement_facts.pdf!

v Creates a sense of community and belonging for people approaching or in retirement!

v Preparing for Day One provides a consultative approach to planning for retirement !

v Access to downloadable articles, links to prudential.com, and access to a Retirement Calculator app!


TIAA-CREF Raise The Rate Campaign

•  Crowdsourcing contest to generate ideas to increase the country’s savings rate!

•  Facebook based contest for campaign communication and engagement!

•  Asked the audience for brief summaries of ideas to generate savings solutions!

•  Selected the top 50 and requested multi-media submissions!

•  Enlisted prominent judges including Maria Bartiromo and Aaron Patzer (founder of Mint)!

•  Selected top 10 for Grand Prize and People’s Choice Award!


Objective Leverage social media to posi>on the TIAA-‐CREF as a progressive, trusted brand, leading the discussion of the country’s savings rate crisis

Generate Buzz, Ideas &

UGC

Turn Employees

Into Advocates

AQract a Younger

Demographic

Outcomes

Public Message


Pre-launch Teaser Page And Created Edgy Videos To Build Awareness

v Created tab on existing Facebook page!

v Preview of teaser prior to launch!

v  Usage of facts and questions increased engagement of visitors!


Posted The Winners For The Grand Prize, People’s Choice, Institutional Submissions, And 10 Finalists


American Express Has Spent Years Developing The OPEN Small Business Network community

v The OPEN Forum is a central location for the small business community!

v OPEN is American Express’ strategy to create market leadership and engagement beyond its customer base!

v OPEN Forum includes pertinent articles, blogs, and contributors!

v Articles and content throughout OPEN Forum can be shared through Twitter, Facebook, Linkedin, emai, RSS, etc. !

v  American Express exports their information across websites and social media sites!

v  Mobile and tablet applications are being introduced as another access point!


USAA Is An Innovative Leader That Has Integrated Social Media Into Its Business Model

v An early adopter of technology and a leader in social media!

v Over 207k Facebook likes and 25k Twitter followers !

v Community hub includes 3 communities:!v Military Spouse!v Military Veterans!v Financial Advice!

v Members have access to a variety of blogs, USAA product reviews, member to member inquires!


Social Media Game Plan!


The Obstacles


“Start Before You Start”

1.  Identify clear objectives !

2.  Gather support across your company!

3.  Evaluate metrics and measures of success!

4.  Partner closely with your compliance colleagues !

5.  Make employees advocates!


Social Media Considerations

1.  Know your community and create compelling content for them!

2.  Focus efforts on conversation and engagement!

3.  Craft an integrated campaign across touch points to amplify message!

4.  Break new ground, take risks!

5.  Devise ways to create user generated content and audience participation!


Social Media: The Important Don’ts

1.  Censor user generated content!

2.  Neglect your community with stale content!

3.  Be afraid to experiment!

4.  Limit your content to one format!

5.  Under invest in monitoring!


Monitoring Social Platforms Are A Foundational Component Of A Social Media Strategy

•  Customer sentiment and feedback is increasingly spread across a broader array of social channels and platforms!

•  Resolving issues can be reactive for issues that come to firms’ social platforms or proactive monitoring of chatter elsewhere!

•  Third-party monitoring platforms allow companies to see what is being said about your brand across Facebook, YouTube, Twitter, blogs, and ratings!

•  This knowledge allows organizations to gain valuable insights and to decide how or whether to respond to complaints or questions!

•  Resolving a dissatisfied customer’s complaint can avoid brand and reputation risk from spreading virally!


You Have An Opportunity To Influence The Direction You’re Headed


Q&A


Blue Panda Interac>ve [Digital Consultancy + Crea>ve Agency]: Merging the brains of a strategic consultancy and the innova>ve approach of an agency to transform customer experiences. We focus on digital strategy, media, and analy>cs to connect brands with their customers. We leverage innova>ve ideas that are based on business goals and customer needs to execute winning strategies. We believe integrated marke>ng and content are key ingredients to connect and engage with your customers and fans. We share a passion to drive business outcomes and delight customers.