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

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
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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
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6. Content: The Create-Amplify-Syndicate Model
CREATE
AMPLIFY
SYNDICATE
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7. Conversation: Cultivating Advocacy and Extending Reach
CEO
CFO
CHO
7

8. Commerce: Driving Consumers Down-Funnel
CONTEXTUAL
PAID
EXPERIENTIAL
INFLUENCERS
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9. Results
REACH
3x Additional Reach
via Earned Impressions
ENGAGEMENT
Most Active Group
on the LinkedIn Platform
BRAND LIFT
Higher
Consideration,
Favorability,
NPS
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