Published on February 24, 2014
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
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
Why Women? Earning Potential Education Consumer Spending Financial Power Social Clout Money Concerns Satisfaction with Consumer Products and Services PURCHASE CLOUT
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
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
Results REACH 3x Additional Reach via Earned Impressions ENGAGEMENT Most Active Group on the LinkedIn Platform BRAND LIFT Higher Consideration, Favorability, NPS 9
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