Building Connections with Professional
Women Through Content & Social Media
March 27, 2014
2
OWNED CONTENT
Enables ongoing communications
with social followers
PAID
•  Extends reach
beyond followers
•  Enables tar...
Why Women?
PURCHASE
CLOUTEarning Potential
Education
Consumer Spending
Financial Power
Social Clout
Money Concerns
Satisfa...
4
Connect
Owned Social Media
Influencer Relationships
Media Outreach
Offline Events
Branch Marketing
Contextual Creative
P...
AMPLIFY
5
SYNDICATE
CREATE
Content: The Create-Amplify-Syndicate Model
5
6
Conversation: Cultivating Advocacy and Extending Reach
CFO CHOCEO
7
Commerce: Driving Consumers Down-Funnel
CONTEXTUAL
PAID
EXPERIENTIAL INFLUENCERS
8
Results
REACH ENGAGEMENT BRAND LIFT
Higher
Consideration,
Favorability,
NPS
Most Active Group
on the LinkedIn Platform
3...
Q&A
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Building Connections with Professional Women Through Content & Social Media - BDI 3/28 The Communications Roundtable

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Presentation: Building Connections with Professional Women Through Content & Social Media
Presented by: Linda Descano, Managing Director and Head of Content & Social, Citi
Understanding the Content-Conversion-Commerce Ecosystem and How Citi Integrates Paid-Owned-Earned Tactics

Published in: Business
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Building Connections with Professional Women Through Content & Social Media - BDI 3/28 The Communications Roundtable

  1. 1. Building Connections with Professional Women Through Content & Social Media March 27, 2014
  2. 2. 2 OWNED CONTENT Enables ongoing communications with social followers PAID •  Extends reach beyond followers •  Enables targeted messages to specific users EARNED •  Results when social influencers share a brand’s messages through their networks COMMERCE Citi’s Content and Social Ecosystem
  3. 3. Why Women? PURCHASE CLOUTEarning Potential Education Consumer Spending Financial Power Social Clout Money Concerns Satisfaction with Consumer Products and Services VISA  CONFIDENTIAL              
  4. 4. 4 Connect Owned Social Media Influencer Relationships Media Outreach Offline Events Branch Marketing Contextual Creative Promoted Offers COMMERCECONVERSATIONCONTENT Women & Co. Branded Video SlideShare Editorial Partnerships Research and Insights Professional Women Ecosystem Pillars BUILD TRUST…EXTEND REACH…CULTIVATE ADVOCACY…INCREASE BRAND LIFT INSIGHTS FROM HER
  5. 5. AMPLIFY 5 SYNDICATE CREATE Content: The Create-Amplify-Syndicate Model 5
  6. 6. 6 Conversation: Cultivating Advocacy and Extending Reach CFO CHOCEO
  7. 7. 7 Commerce: Driving Consumers Down-Funnel CONTEXTUAL PAID EXPERIENTIAL INFLUENCERS
  8. 8. 8 Results REACH ENGAGEMENT BRAND LIFT Higher Consideration, Favorability, NPS Most Active Group on the LinkedIn Platform 3x Additional Reach via Earned Impressions
  9. 9. Q&A

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