social media at cme group: creating marketplace 4.0
DESCRIPTION
Presentation given on June 26 at the Ragan Corporate Communications Social Media Conference in Chicago.TRANSCRIPT
Marketplace 4.0 at @CMEGroup
June 26, 2009
1.0
2.0
3.0
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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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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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