SoLoMo: The Revolutionary New Convergence of Social + Local + Mobile

Banking no longer stops at the doors of our branches, or the pages of our own websites

Citi is reimagining banking for the way consumers live today

We are partnering deeply to take relevance and engagement to a new level

Strategy

The launch of TWC Social, brought to you by Citibank, on August 11, 2011 was unprecedented

Cross-Platform Conversation

Cable

First time cross-platform Twitter aggregation on a single topic

Regardless of the WeatherAverage of 105,000 tweets captured each day

East Coast Earthquake (August 2011) 95,000 tweets in one hour

Hurricane Irene (September 2011) 700,000 tweets in one day

Snowtober (October 2011) 400% increase in tweets sent from TWC properties

The Weather Story

Local relevancy when it matters the most

Because connecting with friends, neighbors and loved ones becomes critical in severe weather, TWC drove traffic to weather.com/social across all platforms

Personally Relevant Creative

Personally Relevant Creative

EngagementEngaging consumers in a two-way conversation…

Consumers visiting social weather pages spend more than 2x the average time spent on site

Visitors interacting (tweeting) on the page spend more than 3x the average time spent on site

Driving local engagement and simplifying consumers lives…

Creative that is personally and locally relevant to consumers received a 200%-400% lift in average click-through rates

Weather events (e.g., hurricanes) and holiday planning provided key opportunities to take advantage of traffic spikes of 200-300% and drive relevancy

Surrounding consumers no matter where they happen to be and enriching their daily lives through personally relevant content …

In general, Mobile proved to be 3-4X more successful at positively impacting brand metrics for the overall audience

Mobile messaging achieved a 250% lift in purchase intent and a 116% lift in message association above industry norms

Industry Buzz