Social Media and Financial Services-- Earn, Paid, Owned, Innovations and Recommendations

1. Financial Services and Social Media Paul Rapino US Director Financial Services Microsoft August 26, 2010

2. Overview Terminology Owned-Paid-Earned Best Practices in other industries Compliance Recommendations

4. Social Marketing Objectives & Terminology Top Marketing Tactics for 2010: E-mail marketing Social networks Keyword search Radio Magazines Online display Event sponsorship Rich media display Direct mail Regional TV 5.5% “The key take-away is the high and long-lasting impact of earned media… but advertisers can’t buy earned media; it has to be earned through user engagement and connections between users and brands.” Nielsen, April 2010

5. Social Marketing On Facebook OwnedMedia PaidMedia Earned Media Advertisers perceive Facebook offering as a comprehensive social marketing solution

6. OwnedMedia Brands seek to drive engagement with their page, creating a community of fans who opt in for future communications

7. Self-serve Engagement Ads PaidMedia Generate fans & earned media through user engagement Broadcast user engagement to friends Re-engage fan community with brand communications Cultivate Amplify Repeat

8. Country Friends of Fans Women State Keywords Age = 24-45 PaidMedia City Interests & Likes Dallas, TX USA Age Education Demographics Gender Work Relationship Status Connections Targeting friends of fans creates personal endorsements in paid media Language

9. Home Page Ad Home Page Ad w/ Social Context Organic Impression PaidMedia 30% 13% 8% + 16% 8% 8% 2% 4% 10% Purchase Intent Ad Recall Awareness Source: Nielsen Brand Lift Facebook ad performance for key brand metrics increases when social context is included in the ad

10. Are you sure? “Creative is about 70% to 80% of the effectiveness of advertising.” Facebook is all I need for my brand advertising campaigns. Response Facebook ads limit creative options. The small format, tiny images, and peripheral placement on the page just don’t provide advertisers the flexible and impactful creative palette they need for true brand advertising. MSA offers large, integrated, rich creative formats that enable you to make emotional connections with your target customers and bring your brand to life. Support We know that only 1/25 people who spend time looking at or interacting with rich media ads actually click on them. But higher ‘dwell scores’ make ads more engaging and: Are three times more efficient at driving brand search Drive 69% more traffic to brand sites Increase user engagement at brand sites -- more page views, more time spent with that brand Jon Gibs, VP Media Analytics, Nielsen

11. Are you sure? Facebook paid media is all my brand needs to drive engagement with my Facebook page. Response Your customers are everywhere, not just on Facebook. You need to connect with them wherever they are living their digital lives—and through the screens that they prefer. Support Consumers exposed to paid media on multiple screens are significantly more likely to connect with your brand through a social network. In a recent campaign that combined online, mobile, Xbox, and Massive, consumers exposed to TOMs shoes ads on four screens were 8 times as likely to engage with TOMs on Facebook, Twitter, and MySpace. 57% 28% 21% 7% 2 3 4 1 # of Screens

12. Are you sure? Facebook has better targeting. Response The key here is to differentiate targeting capabilities from targeting attributes (data). Is Facebook’s data better? Well, yes. Is their targeting better… no! Microsoft also has fantastic data (e.g. WLID) but also has the experience and insight into making the most of it! A few key points of differentiation: Facebook is predominantly a profile targeting advertising model MSFT has insight driven targeting (such as BT, CDT, CPGOE and also does profile) Facebook’s targeted reach is only on Facebook MSFT targeting extends to the entire Microsoft Media Network SupportRobust targeting drives significant performance lifts. For example, a top auto manufacturer saw a 298% lift in CTR, a top CPG client saw a 195% lift in CTR, and a top wireless provider saw a 257% lift in CTR.

14. Brand, Performance, Search, Social

15. Large, Rich Creative Formats

16. Custom Integration Opportunities

17. Profile, Category, Behavioral, Custom, Re-messaging

19. Social Ads

20. Rigid, Small Ad Formats

21. Peripheral Ad Placements

22. Profile, Social, Category

23. Drives Engagement w/FB PageAd Types Formats Placement Targeting Benefits Global UU Source: MMR We Are Two Complementary Publishers With Different Ad Solutions

24. Research Advertizing Conversation Communication Feedback Transactions Blogs Provides Bank of Wells Fargo Wells Citi blog on the research on America’s Bank product blogs Fargo/Wachovia Women & Co customer issues of the Future merger blog website and industry Blog trends Tweets Customer Sponsored JetBlue random Bank of America Wells Fargo’s experience tweets tweeting and Wells Fargo inactive account feedback customer service on Twitter model YouTube Umpqua’s Bank Charlie Rose Feedback on of the Future interview with videos Video Citi CEO Facebook Where I’ve been Chase Customer American Customer – provides Community dialogues Airlines provides dialogues research for Giving articles targeted travelers at women travelers MySpace Citi Low Rate Travelers – Get Credit Card an Insurance advert Quote foursquare Customer GPS data Examples of Social Network Usage

25. Metrics to measure Social Media

26. “Follow”

28. In the wake of financial turmoil,MIT engineers and Wall Street analystsgot together to create Trefis– Financial Tools built with Experts, company employees and Investors

29. Trefis is a meaningful financial community structured around TREnds, Forecasts and Insights related to some of the most popular stocks in the US.

31. Database of how consumers spend money

32. Compare real data from your profile

33. Journalists, Economists, Financial Advisors and consumers interact around real dataGo to Finovate Conference in NYC Oct 4-5, 2010 See Financial Services Innovation Demos http://www.finovate.com/fall2010/

35. WL + FB Seamless User Experience

36. FB Deep Integration WL, MSN, Bing

37. 720M Users

38. Source of 46% of FB’s Traffic

39. Highest Buying Power

40. Large Formats

41. Rich, Integrated Experiences

42. Higher Dwell Scores

43. Custom Targeting

44. 100+ Behavioral Segments

45. Thousands of CombinationsMSA assets complement and extend social media campaigns on Facebook, driving more earned media than FB alone

46. Compliance

48. CommunicateFootnote

49. Recommendations

51. Monitor

52. Embrace

53. Adapt to the target audience not your products

54. Train

55. ReadFinancial Industry Regulatory Authority Notice “Even though social media tools provide limited space for communicating with consumers, financial marketers are responsible for making sure all necessary disclosures are properly integrated into their social media marketing initiatives. http://thefinancialbrand.com/13164/compliance-crack-down-on-social-media-coming/ Jeffry Pilcher, FinancialBrand Presentation http://www.socialturns.com/ Request Free Microsoft Whitepaper “Tweets, Blogs and Instant Relationships Social networking and the bank of the future Banking and Capital Markets” prapino@micorsoft.com Footnote

56. Thank you!Twitter.com/PaulRapino