In her BlogWell San Diego case study presentation, "Building Community in a Digital World," USAA's VP of Member Communications, Rhonda Crawford, covered how social media monitoring and communication are central to assisting product management. Rhonda shared their key objectives in utilizing social media, which include facilitating member word of mouth, engaging a network of advocates, deepening relationships, and driving innovation within these online communities. --- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org

1. USAA CONFIDENTIAL 1 1

2. Building Community in aDigital World Presented By:Rhonda Crawford, VP, Digital Media and Innovation

3. USAA CONFIDENTIAL 3 We will build lifelong relationships with our members by knowing them better and caring about them more than any other company. As our members’ trusted financial advisor, we will provide highly competitive, integrated financial solutions and exceptional experiences. We will continuously innovate and improve, building our financial strength, and employing our resources to achieve the highest value for our members.We willfoster a community of loyal members and engaged employees,working together to ensurea strong and enduring association. 3 USAA CONFIDENTIAL USAA Strategy

5. Brand Affinity

7. USAA CONFIDENTIAL 6 Facilitate Member Word of Mouth 84% of U.S. customers prefer the opinion of other customers vs. expertssource: Marketing Sherpa 78%of internet users rate recommendations as the most credible form of advertising.source: Nielsen

8. USAA CONFIDENTIAL 7 Engage a Network of Passionate Advocates 51,000fans of USAA Facebook page 8,000followers on Twitter

9. USAA CONFIDENTIAL 8 Deepen Relationships

10. USAA CONFIDENTIAL 9 Collaborate with Our Members and Stakeholders Live interactive webinars encourage a member dialogue with USAA experts. 1,100average live viewers 19,000average replay viewers

13. Resources

14. Legal & Compliance

15. Change Management

16. Metrics & ROI

17. Strong Communication Plan

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