citigroup hubs/public narrative/citigroup.pdfcitigroup’s acquisitions and divestments are not...

© 2017 Proprietary and confidential.

MAY 2017

CIT IGROUP

P O W E R E D B Y

MAY 2017

CitigroupBRAND & CAMPAIGN ANALYS IS

Q U E S T I O N S A N S W E R E D I NT H I S A N A L Y S I S

BRAND1. What are the key media conversations about Citigroup?

2. How does the conversation change over time?

3. Which stories resonate on social media?

4. What are Citigroup’s major divestments or acquisit ions since January 1, 2014?

5. How does the Citi conversation compare with Bank of America, JP Morgan Chase & Wells Fargo?

6. Which bank is making the strongest recovery post-GFC?

CAMPAIGN1. What are Citigroup’s major campaigns since Jan 1, 2014?

2. Which campaigns are most effective?

EXECUTIVESUMMARY

The news and blogs conversation about Citigroup largely focuses on the impact of their legal woes.Top ten themes from news and blogs about Citibank, since 1 Jan 2014

Citigroup Blocked from Paying Argentine Bond Payments(8% of network)

Profit Loss as Bond Trading Revenue Drops(8% of network)

Citi’s Mexican Subsidiary Paid $400M in Fake Invoices(12% of network)

Citi Bike Expands and Price of Membership Increases(7% of network)

Citigroup Pays $7B to Settle Mortgage Allegations(14% of network)

Legal Costs Hurting Citigroup(9% of network)

Citi Appointed as Depository Bank(11% of network)

Citigroup Sells OneMain Financial for $4.25B(9% of network)

Citigroup 2014 Q4 Profit Down 86% from Last Year(10% of network)

Fails Feds “Stress Test”; Stock Tank(13% of network)

Search: “Citi AND Citibank AND Citigroup”Article Count: 3609Color: topicNode Size: social sharingDate: Since Jan 2014

Negative topics are the most frequently shared

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SentimentNegative Positive

Citigroup pays $7B to settle mortgage allegations

Legal costs hurting Citigroup

Fails feds “stress test”, stocks tank

Citi’s Mexican subsidiary paid $400M in fake invoices

Profit loss as bond trading revenue drops

Citigroup blocked from paying Argentine bond payments

Citigroup 2014 Q4 profit down 68% from last year

Citi Bike expands and price of membership increases

Citigroup sells OneMainFinancial for 4.25

Citi appointed as a depository bank

Citigroup Q4 profits plunged on weak trading and legal costs, amongst earlier settlements and litigation

Citi’s Mexican Subsidiary Paid $400M in Fake Invoices

Fails Feds “Stress Test”, Stocks Tank

Citigroup Pays $7B to Settle Mortgage Allegations

Citi Q4 profit plunge

Citigroup Blocked from Paying Argentine Bond Payments

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Search: “Citi AND Citibank AND Citigroup” Article Count: 3609Color: topicDate: Since Jan 2014

Dec 29 2013 Apr 20 2014 Aug 3 2014 Nov 16 2014 Mar 1 2015

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Citigroup’s acquisitions and divestments are not central to the conversation about the bank

Search: “Citi AND Citibank AND Citigroup”Article Count: 3609Color: Acquisitions and divestment eventsDate: Since Jan 2014

BDO Completes Purchase of Citi Savings

Citi to Divest Spanish Consumer Biz

Citigroup Acquires Deutsche Bank's U.S. Power Trading Books

BB&T Acquires Another 41 Branches from Citibank

Citi to File IPO for OneMain Financials

Bank of Nova Scotia to Buy Citigroup Retail, Commercial Operations in Peru

Sumitomo Mitsui Trust In Talks To Acquire Citi Japanese Credit Card Unit

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Search: “Citi AND Citibank AND Citigroup”Article Count: 3609Color: CompanyNode Size: Article CountDate: Since Jan 2014

Across the Citi conversation the top mentioned companies are Citi Bank, JPMorgan, Bank of America and Wells Fargo

Top co-mentioned companies in Citi Bank conversation, by article count and social sharing

Wells Fargo

Bank of AmericaJPMorgan Chase

Citi Bank

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Of the four banks, Wells Fargo has the least negative sentimentSentiment distribution from each bank’s news and blog conversation, since January 1, 2014

Citi BankJP Morgan Chase

Bank of America

Wells Fargo

Warren Buffet Loves WF Stock

Investor Optimism Rises

Expands Commercial Banking

Announces Increased Dividend Plan

Large Participation in Wells Fargo Conferences

Wells Fargo Brings Apple Pay to Customers

Higher Profits After Curbing Expenses

SuedOverUnfairLendingPractices

Continues Organic Growth Strategy

Wells Fargo Matches Profit Estimates, Says Economy is Improving

…as demonstrated by Wells Fargo’s favorable coverage centered on increased profitability and investor optimism Wells Fargo news and blogs conversation since January 1, 2014; colored by key topic

Search: “Wells Fargo” Article Count: 3103Color: topicNode Size: degreeDate: Since Jan 2014

JPMorgan Chase on the other hand has received more negative press, plagued by scandal, lawsuits, bank hacks, and a profit dipJPMorgan Chase news and blog conversation since January 1, 2014; colored by key topic

Search: “JPMorgan Chase” OR “J.P. Morgan Chase Corp”Article Count: 3712Color: topicNode Size: degreeDate: Since Jan 2014

Companies Working with JPMorgan for IPO

Sells Physical Commodities Business

JPMorgan Declares Preferred Stock Dividend

Profits Drop in 2014

JPMorgan Profit Fall, Dropping Down Bank Stocks

JPMorgan to Pay $100M to Settle US Antitrust Lawsuit

$17B Settlement with US Feds for Turning Blind Eye to Madoff

Massive Bank Hack Affects 80 Million Customers

Fragility Seen in Financial Services ETF’s

The conversation about Bank of America is also mixed with lawsuits and settlementsBank of America news and blog conversation since January 1, 2014; colored by key topic

Search: “Bank of America” OR “Bank of America Corp”Article Count: 3531Color: topicNode Size: degreeDate: Since Jan 2014

BofA Merrill Lynch 2014 Health Care ConferenceInternational Business

Affairs

Record $16.65B Mortgage Settlement with US Feds

$9.5B Mortgage Settlement with FHFA

BofA Stumbles in Fed “stress test”

Mortgage Related Civil Probes

Small Business Relationships

Post Loss After Litigation Expenses

Litigation Expenses Push BofA into Loss

CAMPAIGNS

Citigroup’s campaigns broadly group into two categories: sporting and social initiativesKeynewsandblogtopicsaboutCitiBank’sAdcampaignssinceAugust1,2013

Article Count: 1843Color: topicNode Size: degreeDate: Since Aug 2013Search: “(citi OR citigroup) AND (campaign OR "ad campaign")”

OlympicSponsorships(8% of network) Social Sponsorships

(12% of network)

Citi Field - Mets Stadium(37% of network)

Volunteerism &Community Involvement(12% of network)

Citi Bike(17% of network)

Citi Open - Tennis(6% of network)

SPORTS

SOCIAL INITIATIVES

Aid for Typhoon Victims(6% of network)

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Citi’s naming sponsorship of the Citi Open Tennis was also popular on social, yet received little press

Citi Open - Tennis

Disaster Aid

Contests/Promos

Olympic Sponsorship

Citi Bike

Social Sponsorships

Citi Field StadiumVolunteerism/Community Involvement

Citi’s move into music with Katy Perry has resonated most with consumers


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Social Sponsorship (12% of total)SOCIAL INITIATIVES

Article count

Citi’s social initiatives received consistent coverage, especially youth focused causes


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Social Sponsorships (12%)

Volunteerism & Community Involvement (12%)

Aid for Typhoon Victims(6%)

SOCIAL INITIATIVES

Citi Announces Citi ThankYou® Home Runs for Communities Program

Citi Foundation Launches “Pathways to Progress”to Improve Career Readiness for 100,000 Youth

date

Aug 18 ‘13 Sep 29 ‘13 Nov 10 ‘14 Dec 22 ‘13 Feb 2 ‘14 Mar 16 ‘14 Apr 27 ‘14 Jul 8 ‘14 Jul 20 ‘14 Aug 31 ‘14 Oct 12 ‘14 Nov 23 ‘14 Jan 4 ‘15 Feb 15 ‘15

Citi sponsors Katy Perry’s“We Can Survive” charity show

Citibank to Support Teletón USACampaign to Aid Children withDisabilities, Cancer and Autism in the U.S.

Citi celebrates“Teach Children to Save Day”

Citi Earns Perfect Score on LGBTWorkplace Equality Scorecard

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Article count


Citi’s naming sponsorship of the Citi Open Tennis was also popular on social, yet received little press

Citi Open - Tennis

Disaster Aid

Contests/Promos

Olympic Sponsorship

Citi Bike

Social Sponsorships

Citi Field StadiumVolunteerism/Community Involvement

Similar nodes cluster together, and clusters are grouped by color. Each node represents a document.

Connections represent similar language used

across nodes

A bridging node between two clusters indicates the document is at an

intersection between two concepts.

Peripheral clusters could represent niche takes on the topic

Centrally located nodes are core concepts in the network and share language with many other nodes

Greater distance between clusters indicates a low number of inter-related documents

The density of a cluster indicates how similar or diverse the

nodes are within it

HOW TO READ A NETWORK

TEXT ANALYTICS BACKGROUND

Quid reads any text to identify key words, phrases,

people, companies and institutions.

Then Quid compares words from each document to

create links between them based on similar language.

Quid repeats the process at immense scale, producing a

network that shows how similar all the documents

are to one another.

Sporting Sponsorships2014 Olympic Games

http://www.businesswire.com/news/home/20140114006600/en/Citi-Launches-Advertising-Campaign-Sponsorship-U.S.-Olympic#.VRwp22R4pO9The same effort in 2012 secured 360 original media placements across national and local media, nearly 1 million unique website visitors, and 350 million people engaging with digital properties

http://awards.prweekus.com/citi-every-step-wayNew York Mets Citi Field

http://newyork.mets.mlb.com/nym/ballpark/Citi Open Tennis Tournament

http://www.atpworldtour.com/Tennis/Tournaments/Washington.aspx

Social InitiativesCiti Presents Katy Perry’s “We Can Survive”

http://www.cbsradio.com/single-press/2219?filter=2013A portion of the proceeds from “We Can Survive” will support Young Survival Coalition, the premier global organization dedicated to the critical issues unique to young women who are diagnosed with breast cancer.

Citi Celebrates Annual Global Community Day as 70,000 Volunteers Mobilize to Serve Nearly 480 Cities Around the Worldhttp://www.reuters.com/article/2014/06/08/ny-citi-idUSnBw085049a+100+BSW20140608

Citi Foundation Launches Career Readiness Initiative for Low-Income Youthhttp://philanthropynewsdigest.org/news/citi-foundation-launches-career-readiness-initiative-for-low-income-youth

Citi to serve as sponsor for the 2014 Wall Street Run & Heart Walkhttp://www.silive.com/news/index.ssf/2014/03/citi_to_serve_as_sponsor_for_t.html

Citi Raises More Than US$1 Million from Typhoon Yolanda Appealhttp://www.citigroup.com/citi/news/2013/131217a.htm

Citibank to Support Teletón USA Campaign to Aid Children with Disabilities, Cancer and Autism in the U.S.http://www.citigroup.com/citi/news/2013/131122b.htm

Citi Announces Citi ThankYou® Home Runs for Communities Programhttp://www.justmeans.com/press-release/citi-announces-citi-thankyour-home-runs-for-communities-program-for-the-2014-new-york

Citi celebrates “Teach Children to Save Day”http://finance.yahoo.com/news/citi-celebrates-teach-children-save-143000137.html

Citi Earns Perfect Score on LGBT Workplace Equality Scorecardhttp://finance.yahoo.com/news/citi-earns-perfect-score-lgbt-170000187.html

Promos & ContestsShop. Swipe. Win.

https://www.citibank.com.my/english/promo/debit_shopswipewin/index.html?icid=MYPRASHENBKMMMP01Apply for a Citi Visa, Get a Free Round-trip Ticket to Hong Kong

http://www.smartparenting.com.ph/home-living/travel-trips-activities/apply-for-a-citi-visa-get-a-free-round-trip-ticket-to-hong-kongGulf Air and Citi Bahrain Launch 'Fly Now, Pay Later' Campaign

http://www.zawya.com/story/Gulf_Air_and_Citi_Bahrain_Launch_Fly_Now_Pay_Later_Campaign-ZAWYA20141015063140/Tickets by the Minute

http://www.newsarawaktribune.com/news/28003/Citibank-announces-winners-of-TICKETS-by-the-Minute-contest/

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