Citi Case Study

50 %
50 %
Information about Citi Case Study

Published on February 24, 2014

Author: LImarketingsolutions



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

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


Results REACH 3x Additional Reach via Earned Impressions ENGAGEMENT Most Active Group on the LinkedIn Platform BRAND LIFT Higher Consideration, Favorability, NPS 9

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

Global Case Studies - Institutional Clients Group

Citi,financial services,cash management,global transaction services,capital market,citidirect,private ... Global Case Studies. ... In each case study, ...
Read more

Case studies - CITI Limited

Home / Case studies. ... © 1992 - 2015 CITI Limited unless otherwise stated. Careers; Site map; How to find us; Terms & conditions; Legal information
Read more

Chiba: Kashiwa-no-ha Smart City - Case Studies : Smart ...

Gives case studies from around the world of smart city development projects in which Hitachi is participating.
Read more

Case Studies - Overview - Citi | Responsible Finance ...

Citi for Cities showcases proven, dependable solutions that use innovative technological and financial tools to achieve cities’ objectives
Read more

Case Study - Banking, Credit Cards, Lending & Investing ...

and Citi’s foreign exchange aggregation and consolidated funding further reduce ... Case Study The Client The Result The Solution The Challenge. Created ...
Read more

Case Studies - Banking, Credit Cards, Lending & Investing ...

Case Studies for Corporate and Public Sector Clients. Performance metrics are admirable. Awards are impressive. But certainly, the truest measure of Citi's ...
Read more

Custom Prepaid Programs: Citi® Prepaid Services

Citi Prepaid Services (formerly Ecount) is the leading provider of electronic, paperless prepaid payment solutions to public sector agencies and private ...
Read more

Citi Case Study - LinkedIn

Marketing Solutions Challenge • Reach professional women in social media setting • Encourage conversations about business and ˜nancial topics
Read more

ICLEI Case Studies | ICLEI Global

ICLEI Case Studies. The ICLEI Case Study series highlights the role of ICLEI Members and other local governments as key drivers and implementers of urban ...
Read more