Citi Case Study

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Linda Descano, Managing Director & Head of Content & Social, Citi, originally shared this presentation at LinkedIn FinanceConnect:14 in New York City. What role does social media play in impacting retail banking relationships and sales? Citi will share how it identified an unfilled need and struck a personal chord with professional women on LinkedIn through the "Connect" managed group. In particular, this session explores: The Role that social media and content marketing plays in weaving a brand into the social fabric of online communities How marketers can create an environment that allows their customers, employees, and partners to share their stories How engagement leads to advocacy and positive lift in brand perception

Marketing

Case Study: Citi Connect
Linda Descano
Managing Director, Head of Content & Social, Citi
@LindaDescano

#inFC14

February 13, 2014

Building Connections with Professional
Women Through Content & Social Media

Why Women?

Earning Potential
Education

Consumer Spending
Financial Power
Social Clout

Money Concerns

Satisfaction with Consumer Products and Services

PURCHASE
CLOUT

Content: The Create-Amplify-Syndicate Model

CREATE

AMPLIFY

SYNDICATE

6

Conversation: Cultivating Advocacy and Extending Reach

CEO

CFO

CHO

7

Commerce: Driving Consumers Down-Funnel

CONTEXTUAL
PAID

EXPERIENTIAL

INFLUENCERS

8

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Citi Case Study

1. Case Study: Citi Connect Linda Descano Managing Director, Head of Content & Social, Citi @LindaDescano #inFC14

2. February 13, 2014 Building Connections with Professional Women Through Content & Social Media

3. Citi’s Content and Social Ecosystem • Extends reach beyond followers • Enables targeted messages to specific users COMMERCE PAID EARNED • Results when social influencers share a brand’s messages through their networks OWNED CONTENT Enables ongoing communications with social followers 3

4. Why Women? Earning Potential Education Consumer Spending Financial Power Social Clout Money Concerns Satisfaction with Consumer Products and Services PURCHASE CLOUT

5. Professional Women Ecosystem Pillars INSIGHTS FROM HER CONTENT Women & Co. Branded Video SlideShare Editorial Partnerships Research and Insights CONVERSATION Connect Owned Social Media Influencer Relationships Media Outreach COMMERCE Offline Events Branch Marketing Contextual Creative Promoted Offers BUILD TRUST…EXTEND REACH…CULTIVATE ADVOCACY…INCREASE BRAND LIFT 5

6. Content: The Create-Amplify-Syndicate Model CREATE AMPLIFY SYNDICATE 6

7. Conversation: Cultivating Advocacy and Extending Reach CEO CFO CHO 7

8. Commerce: Driving Consumers Down-Funnel CONTEXTUAL PAID EXPERIENTIAL INFLUENCERS 8

9. Results REACH 3x Additional Reach via Earned Impressions ENGAGEMENT Most Active Group on the LinkedIn Platform BRAND LIFT Higher Consideration, Favorability, NPS 9

Citi Case Study

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