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 …

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

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  • 1. Building Connections with Professional Women Through Content & Social Media March 27, 2014
  • 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. Why Women? PURCHASE CLOUTEarning Potential Education Consumer Spending Financial Power Social Clout Money Concerns Satisfaction with Consumer Products and Services VISA  CONFIDENTIAL              
  • 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. AMPLIFY 5 SYNDICATE CREATE Content: The Create-Amplify-Syndicate Model 5
  • 6. 6 Conversation: Cultivating Advocacy and Extending Reach CFO CHOCEO
  • 7. 7 Commerce: Driving Consumers Down-Funnel CONTEXTUAL PAID EXPERIENTIAL INFLUENCERS
  • 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. Q&A