In his SocialMedia.org Member Meeting case study presentation, CME Group's Director of Corporate Marketing, Evan Peterson, explains how they use social media to amplify their annual Global Financial Leadership Conference. Evan shares how they utilize video, interviews, photos, blogs, and articles from the event as content for their social media platforms.

1. SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
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CME Group
Evan Peterson
Social media and the Global Financial
Leadership Conference

2. Social Media & The Global Financial
Leadership Conference
Evan Peterson
@evanmpeterson
@Open_Markets

3. © 2014 CME Group. All rights reserved.
• A new kind of event for our industry
• Launched 2008
• Exclusive annual event for select CME
Group Customers (Not open to public)
• Establish thought leadership presence
that extends beyond our industry

4. © 2014 CME Group. All rights reserved.
Who Presents?

5. © 2014 CME Group. All rights reserved.
Opportunity
Publish High Quality Content To:
• Engage Customers/Followers
• Spark Conversation
• Make Conference Available
Everywhere
• Enhance our Brand

6. © 2014 CME Group. All rights reserved.
Company
Page
2007 20092008 2010 20132011 2012
Energy
Grains
Equities
FX
Rates
Metals
Media
*
@CMEGroup
Japan

8. © 2014 CME Group. All rights reserved.
OpenMarkets Magazine
Digital content hub
launched to:
• Position CME
Group as a high-
level thought leader
• Engage Followers
• Increase brand
awareness
• Drive business
growth

9. © 2014 CME Group. All rights reserved.
OpenMarkets Magazine

10. © 2014 CME Group. All rights reserved.
Leveraging Assets & Resources
Video
Interviews
Photos
Text

11. © 2014 CME Group. All rights reserved.
Planning Process
• Begin 4 Months Out
• Meet Every 2 Weeks
• Coordinate with video team 2 weeks out
• Daily meetings week before

12. © 2014 CME Group. All rights reserved.
Planning Process
• What resources are available?
• How interested is our audience?
• What can we do in real time?
• What are the best stories?
• Are there any restrictions or
sensitivities?

13. © 2014 CME Group. All rights reserved.
GFLC.com
• Event Videos and
Photos
• News coverage
• OpenMarkets Feed
Integrate Content
OpenMarkets
• Blog posts covering
sessions
• Video interviews with
speakers
• Post-event magazine
stories
• Photos and event
videos

14. © 2014 CME Group. All rights reserved.
Conference App
Proprietary
Twitter Streams
OpenMarkets Access
Real Time Messaging
Integrate Content

15. © 2014 CME Group. All rights reserved.
Social Channel Usage
Headlines
& Photos
Client
Interest
Behind-the-
ScenesPhotos

16. © 2014 CME Group. All rights reserved.
Twitter
#GFLC13
517 mentions of the hashtag in 2013, compared to 291 uses in 2012
100 tweets
224 retweets
51 favorites

17. © 2014 CME Group. All rights reserved.

18. © 2014 CME Group. All rights reserved.
Media Coordination

19. © 2014 CME Group. All rights reserved.
2013
2 days
130 social shares
1 million+
impressions
21 video
interviews
10 blog posts
6 videos

20. © 2014 CME Group. All rights reserved.
Lessons
What our audience
wants to see:
Timely
Relevant

21. © 2014 CME Group. All rights reserved.
Lessons
Archived Content

22. © 2014 CME Group. All rights reserved.
What’s Next
• Interactive Media Wall
• Determining New Capabilities for GFLC App
• CME Group LPGA Tour Championship

23. © 2014 CME Group. All rights reserved.
Thank You
@evanmpeterson
evan.peterson@cmegroup.com

24. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO