social media at cme group: creating marketplace 4.0

Marketplace 4.0 at @CMEGroup

June 26, 2009

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2.0

3.0

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4.0

Where we started

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P

O

S

T

People – Determine where our customers are

Objectives – Decide what we want to achieve

Strategies – Plan for how relationships will change

Tech – Decide what SM platforms to use

Source: Forrester

Finding Your Audiences

Search

Listen

Engage

Know your search terms

Choose your platforms

It’s not about you

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Tactical Opportunities by Audience

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Tactic Audience Create Engage

CustomerRelations

Customers Relevant content Responsive

ReputationManagement

Customers/influencers/media

Explain & inform Listen; give solutions

ThoughtLeadership

Customers/influencers/media

Engage in conversastion

Listen and share

Sales & Promotion

Customers Links Answer questions

Issues & Advocacy

Customers/influencers/media

Relevant content Know your followers; give back

Education Non-customers Interesting content

Opportunity;relevance

Loyalty: Improve customer service

Advocacy: Build and maintain support

Brand enthusiasm: Turn customers into “fans”

Be a leader in financial services social media and influence opinion on what matters to us

CME Group Corporate Social Media Guidelines

• Managed and approved by Corporate Marketing Communications to remain consistent to our brand and abide by regulators

• Remains governed by CME Group's Code of Conduct and External Communications and Disclosure Policy

• CME Group employees are personally responsible for the content they publish, which includes confidential information, opinions and copyright/disclosure rules

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4.0

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Source: Wordle

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Six Lessons Learned

It’s not a silver bullet for communication

It’s two way communication

Try new things and benchmark

Be unique and focus on value

At the very least monitor the conversations

Be social, be good, be curious

What’s Next?

Measure and evaluate

Educate employees

Further integrated communications

Develop and integrate SEO

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We are creating opportunities for customers to feel a part of our brand by listening to them and giving them ideas to talk about.

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