From Telegrams to Twitter:
Introducing Social Media in a Historic Company




               Click Here to See all the Pre...
Western Union: From cutting edge communications…


                                           1851
                       ...
Western Union: From cutting edge communications…


1866
  In 1866, Western Union introduced the
  first stock ticker


193...
Western Union: From cutting edge communications…


                                           1974
                       ...
Western Union: From cutting edge communications…

                                                   Corporate
           ...
… to global financial services


1871
  Western Union introduced money transfer
  in 1871


1980
  In 1980, revenue from t...
… to global financial services


2009
  In 2009, The Western Union Company
  handled 196 million consumer-to-
  consumer m...
Our review processes are thorough




             ©2010 Western Union Holdings, Inc. All Rights Reserved.   8
In 2006, Western Union became an
independent company again




             ©2010 Western Union Holdings, Inc. All Rights ...
Broad Internet access can be perceived as risky
in highly regulated companies…

                                         V...
While social media is often perceived as
just a waste of time




              Networking




    Virtual Communities


 ...
The importance of communication




          Investor Relations
Western Union passionately commits to doing business
the ...
Corporate questions and employee guidelines


  Who owns social media?                                Be transparent

 ...
Internal social media at Western Union




               ©2010 Western Union Holdings, Inc. All Rights Reserved.   14
Social media and customer engagement




             ©2010 Western Union Holdings, Inc. All Rights Reserved.   15
The scale of socialization


Talk to (or at) your stakeholders
Listen to your stakeholders
Respond to your stakeholders...
Social media marketing at Western Union




                                                                              ...
Photos from the “Random Acts of Giving Tour”
were shared through Facebook and Flickr




              The “Random Acts of...
Western Union on You Tube



      Brand Campaign TVC

            How it Works

         Foundation Video
            ...
Sometimes what you hear is very positive
Sometimes… not so much




               Click Here to See all the Presentations...
While Western Union was concerned with pricing,
consumers were concerned with…




                                       ...
Western Union and Facebook teamed to warn
consumers




             ©2010 Western Union Holdings, Inc. All Rights Reserve...
For Western Union, LinkedIn has become a
customer service tool




             ©2010 Western Union Holdings, Inc. All Rig...
Learning from our customers




        We have found that a spike in this
          type of communication often
         ...
Customer engagement




              Click Here to See all the Presentations
              From Alterian’s Engaging Times...
Foundation Facebook campaign:
key learnings
                                  Everyone wants to give back
               ...
Western Union is introducing social media
elements designed for its Agents




              ©2010 Western Union Holdings,...
The next phase of social media




                                         Consumers are demanding that
                 ...
Thank you
  Questions?

  Click Here to See all the Presentations
  From Alterian’s Engaging Times Summit



             ...
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From Telegrams to Twitter - Introducing Social Media in a Historic Company

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Presented by Donna Rossi, Vice President, Global Customer Experience Management, Western Union

For generations, Western Union stood at the cutting edge of communications. From the historic telegram to Westar 1, the first U.S. commercial satellite in orbit, Western Union introduced many innovations that laid the groundwork for today's communications giants. Today, the company has evolved into a global leader in financial services with a presence in more than 200 countries and territories. While innovation is still a critical part of Western Union's success, its use of new communications methods -- and specifically social media -- has been somewhat limited. Donna Rossi, Vice President of Global Customer Experience Management for Western Union, will relate the challenges of implementing social media tactics, both internally and externally, in a historic and highly regulated company.

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From Telegrams to Twitter - Introducing Social Media in a Historic Company

  1. 1. From Telegrams to Twitter: Introducing Social Media in a Historic Company Click Here to See all the Presentations From Alterian’s Engaging Times Summit Western Union Confidential ©2010 Western Union Holdings, Inc. All Rights Reserved.
  2. 2. Western Union: From cutting edge communications… 1851 Western Union was founded in 1851 as the New York and Mississippi Valley Printing Telegraph Company 1856 The company changed its name to Western Union in 1856 to mark the consolidation of several telegraph lines in what was then the Western-most reaches of the American telegraph system Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 2
  3. 3. Western Union: From cutting edge communications… 1866 In 1866, Western Union introduced the first stock ticker 1933 In 1933, Western Union delivered the first singing telegram 1935 Western Union introduced the first inter- city facsimile service Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 3
  4. 4. Western Union: From cutting edge communications… 1974 The first commercial satellite in the U.S. was introduced by Western Union in 1974 Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 4
  5. 5. Western Union: From cutting edge communications… Corporate Missteps This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us. Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 5
  6. 6. … to global financial services 1871 Western Union introduced money transfer in 1871 1980 In 1980, revenue from the money transfer service exceeded telegram service revenue for the first time in Western Union history Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 6
  7. 7. … to global financial services 2009 In 2009, The Western Union Company handled 196 million consumer-to- consumer money transfers and nearly 415 million consumer-to-business transactions Today The company’s Agent network includes approximately 430,000 locations in 200 countries and territories Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 7
  8. 8. Our review processes are thorough ©2010 Western Union Holdings, Inc. All Rights Reserved. 8
  9. 9. In 2006, Western Union became an independent company again ©2010 Western Union Holdings, Inc. All Rights Reserved. 9
  10. 10. Broad Internet access can be perceived as risky in highly regulated companies… Viruses Malware Spam Hackers Backdoors ©2010 Western Union Holdings, Inc. All Rights Reserved. 10
  11. 11. While social media is often perceived as just a waste of time Networking Virtual Communities Instant Messaging ©2010 Western Union Holdings, Inc. All Rights Reserved. 11
  12. 12. The importance of communication Investor Relations Western Union passionately commits to doing business the right way and we are always looking for new ways to grow beyond our core business. Consumers value the services we offer. What we do, helping people stay connected, brings vitality to relationships. And thinking responsibly for the company and the community is the anchor of how we do business. Financials Stock Information Corporate Governance Fundamentals Events & Presentations Career Center Email us ©2010 Western Union Holdings, Inc. All Rights Reserved. 12
  13. 13. Corporate questions and employee guidelines  Who owns social media?  Be transparent  Which functions in the company  Be accurate would benefit most from social  Be judicious media?  Write what you know  Does the benefit of immediate access to customers outweigh the  Add value risk of potential missteps or  Your Responsibility: What you inadvertent disclosures? write is ultimately your responsibility  How do we implement a system of “real-time” checks and balances?  Were you wrong? If you make a mistake, correct it  How do we retain a “corporate voice” if we open up the medium to  If it gives you pause, then don’t multiple groups or employees? post it ©2010 Western Union Holdings, Inc. All Rights Reserved. 13
  14. 14. Internal social media at Western Union ©2010 Western Union Holdings, Inc. All Rights Reserved. 14
  15. 15. Social media and customer engagement ©2010 Western Union Holdings, Inc. All Rights Reserved. 15
  16. 16. The scale of socialization Talk to (or at) your stakeholders Listen to your stakeholders Respond to your stakeholders Learn from your stakeholders Engage with your stakeholders Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 16
  17. 17. Social media marketing at Western Union Blogger Outreach Leveraging established audiences Traffic Driver, aggregator Social Home on the Web (in place of corporate blog) YouTube & flickr Visually compelling showcase ©2010 Western Union Holdings, Inc. All Rights Reserved. 17
  18. 18. Photos from the “Random Acts of Giving Tour” were shared through Facebook and Flickr The “Random Acts of Giving” Tour Bus ©2010 Western Union Holdings, Inc. All Rights Reserved. 18
  19. 19. Western Union on You Tube Brand Campaign TVC How it Works Foundation Video Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 19
  20. 20. Sometimes what you hear is very positive Sometimes… not so much Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 20
  21. 21. While Western Union was concerned with pricing, consumers were concerned with… “A 2009 social media review found that more than 35% of Western Union mentions were related to fraud” Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 21
  22. 22. Western Union and Facebook teamed to warn consumers ©2010 Western Union Holdings, Inc. All Rights Reserved. 22
  23. 23. For Western Union, LinkedIn has become a customer service tool ©2010 Western Union Holdings, Inc. All Rights Reserved. 23
  24. 24. Learning from our customers We have found that a spike in this type of communication often coincides with changes in our systems or procedures Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 24
  25. 25. Customer engagement Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 25
  26. 26. Foundation Facebook campaign: key learnings  Everyone wants to give back and they want to share their good deeds with their friends  The majority of online discussions around the effort took place in blogs  Cross-promotion via the charities involved contributed greatly to our success  The campaign saw drop-off during the holidays: any similar efforts will take place earlier in the year  Flow for voting and the instructions throughout the application could be simpler ©2010 Western Union Holdings, Inc. All Rights Reserved. 26
  27. 27. Western Union is introducing social media elements designed for its Agents ©2010 Western Union Holdings, Inc. All Rights Reserved. 27
  28. 28. The next phase of social media Consumers are demanding that companies connect with them where they are. And where they are is on Facebook, on Twitter and Foursquare and countless other sites. Click Here to See all the Presentations From Alterian’s Engaging Times Summit ©2010 Western Union Holdings, Inc. All Rights Reserved. 28
  29. 29. Thank you Questions? Click Here to See all the Presentations From Alterian’s Engaging Times Summit Western Union Confidential ©2010 Western Union Holdings, Inc. All Rights Reserved.

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