1. SoLoMo: The Revolutionary New
Convergence of Social + Local + Mobile

2. Strategy
Banking no longer stops at the doors of our branches, or the
pages of our own websites
Citi is reimagining banking for the way consumers live today
We are partnering deeply to take relevance and engagement to a
new level

3. Cross-Platform Conversation
The launch of TWC Social, brought to you by Citibank, on August 11, 2011 was unprecedented
First time cross-platform Twitter aggregation on a single topic
Cable

4. The Weather Story
Regardless of the Weather
Average of 105,000 tweets captured each day
East Coast Earthquake (August 2011)
95,000 tweets in one hour
Hurricane Irene (September 2011)
700,000 tweets in one day
Snowtober (October 2011)
400% increase in tweets sent from TWC properties

5. Local relevancy when it matters the most
Because connecting with friends, neighbors and loved ones becomes critical in severe weather,
TWC drove traffic to weather.com/social across all platforms

6. Personally Relevant Creative

7. Personally Relevant Creative

8. Engagement
Engaging consumers in a two-way conversation…
Consumers visiting social weather pages spend more than
2x the average time spent on site
Visitors interacting (tweeting) on the page spend more than
3x the average time spent on site
Driving local engagement and simplifying consumers lives…
Creative that is personally and locally relevant to consumers
received a 200%-400% lift in average click-through rates
Weather events (e.g., hurricanes) and holiday planning provided key
opportunities to take advantage of traffic spikes of 200-300% and
drive relevancy
Surrounding consumers no matter where they happen to be and
enriching their daily lives through personally relevant content …
In general, Mobile proved to be 3-4X more successful at positively
impacting brand metrics for the overall audience
Mobile messaging achieved a 250% lift in purchase intent and a
116% lift in message association above industry norms

9. Industry Buzz