Marketplace 4.0 at @CMEGroup
June 26, 2009

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2.0
3.0

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4.0

Where we started
P People – Determine where our customers are
O Objectives – Decide what we want to achieve
S Strategies – Plan for how relationships will change
T Tech – Decide what SM platforms to use
Source: Forrester
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Finding Your Audiences
Search Know your search terms
Listen Choose your platforms
Engage It’s not about you
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Tactical Opportunities by Audience
Tactic Audience Create Engage
Customer Customers Relevant content Responsive
Relations
Reputation Customers/ Explain & inform Listen; give
Management influencers/media solutions
Thought Customers/ Engage in Listen and share
Leadership influencers/media conversastion
Sales & Customers Links Answer questions
Promotion
Issues & Customers/ Relevant content Know your
Advocacy influencers/media followers; give
back
Education Non-customers Interesting Opportunity;
content relevance
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Be a leader in financial services social media
and influence opinion on what matters to us
Brand enthusiasm: Turn customers into “fans”
Loyalty: Improve customer service
Advocacy: Build and maintain support

CME Group Corporate Social Media Guidelines
• Managed and approved by Corporate Marketing
Communications to remain consistent to our brand and
abide by regulators
• Remains governed by CME Group's Code of Conduct and
External Communications and Disclosure Policy
• CME Group employees are personally responsible for the
content they publish, which includes confidential
information, opinions and copyright/disclosure rules
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4.0

Source: Wordle
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Six Lessons Learned
It’s not a
Be unique and silver bullet for
focus on value communication
It’s two way Try new
things and
communication
benchmark
At the very least Be social, be
monitor the good, be
conversations curious
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What’s Next?
Measure and evaluate
Educate employees
Further integrated communications
Develop and integrate SEO
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We are creating opportunities for
customers to feel a part of our
brand by listening to them and
giving them ideas to talk about.
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