This document outlines a strategy for building connections with professional women through content and social media. It discusses using owned, paid, and earned content to engage in ongoing communications and extend reach. The strategy focuses on pillars like building trust, extending reach, cultivating advocacy, and increasing brand lift through a create-amplify-syndicate content model and cultivating conversations to drive consumers down the marketing funnel toward purchases.

1. Building Connections with Professional
Women Through Content & Social Media
March 27, 2014

2. 2
OWNED CONTENT
Enables ongoing communications
with social followers
PAID
• Extends reach
beyond followers
• Enables targeted
messages to
specific users
EARNED
• Results when
social influencers
share a brand’s
messages through
their networks
COMMERCE
Citi’s Content and Social Ecosystem

3. Why Women?
PURCHASE
CLOUTEarning Potential
Education
Consumer Spending
Financial Power
Social Clout
Money Concerns
Satisfaction with Consumer Products and Services
VISA
CONFIDENTIAL

4. 4
Connect
Owned Social Media
Influencer Relationships
Media Outreach
Offline Events
Branch Marketing
Contextual Creative
Promoted Offers
COMMERCECONVERSATIONCONTENT
Women & Co.
Branded Video
SlideShare
Editorial Partnerships
Research and Insights
Professional Women Ecosystem Pillars
BUILD TRUST…EXTEND REACH…CULTIVATE ADVOCACY…INCREASE BRAND LIFT
INSIGHTS FROM HER

5. AMPLIFY
5
SYNDICATE
CREATE
Content: The Create-Amplify-Syndicate Model
5

6. 6
Conversation: Cultivating Advocacy and Extending Reach
CFO CHOCEO

7. 7
Commerce: Driving Consumers Down-Funnel
CONTEXTUAL
PAID
EXPERIENTIAL INFLUENCERS

8. 8
Results
REACH ENGAGEMENT BRAND LIFT
Higher
Consideration,
Favorability,
NPS
Most Active Group
on the LinkedIn Platform
3x Additional Reach
via Earned Impressions

9. Q&A