Marketforce March 2013 | Social Media in Financial Services

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Case Study: Crafting a strategy for B2B - building relationships and advocacy with social media

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Marketforce March 2013 | Social Media in Financial Services

  1. 1. @allanschoenberg/@CMEGroupMarketforce: Social Media in Financial Services 6 March
  2. 2. Media Grains Career Group Equities Energy EMEA Int Rates2007 2008 2009 2010 2011 2012 2013 FX Company Metals CMEGroupTV Page *
  3. 3. *
  4. 4. *
  5. 5. Brand enthusiasm: Turn followers into “fans” Loyalty: Build on service; go to our customers Advocacy: Educate and maintain support Monitor: Issues management in real time*
  6. 6. *
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  9. 9. Avg. Visit Pages/VisiTop 10 Referred URLs Visits Pageviews Duration twww.cmegroup.com/education/trading_challenge/ 731 1135 0:02:08 1.55www.cmegroup.com/ 677 2866 0:04:41 4.23www.cmegroup.com/trading/agricultural/grain-and-oilseed/soybean.html 228 351 0:02:42 1.54www.cmegroup.com/education/featured-reports/cme-group-currency-market-monitor-2012-q4.html 204 257 0:01:00 1.26www.cmegroup.com/education/events/2013-01-29-cme-fx-markets-in-a-zero-rate-world.html 135 173 0:00:29 1.28www.cmegroup.com/trading/energy/crude-oil/light-sweet-crude_quotes_settlements_futures.html 124 139 0:00:32 1.12www.cmegroup.com/trading/agricultural/ 93 659 0:07:43 7.09www.cmegroup.com/trading/agricultural/grain-and-oilseed/corn.html 90 180 0:06:37 2.00www.cmegroup.com/education/options.html 63 110 0:01:29 1.75www.cmegroup.com/trading/agricultural/grain-and- *oilseed/wheat_quotes_globex.html 51 79 0:01:50 1.55
  10. 10. • Treat content as an asset• Do not separate social from the brand• Form a diverse committee (internal & external)• Know your content influencers (internal & external)• Maintain a consistent presence• Leverage partners and vendors• Measure your success (and failure) *
  11. 11. @allanschoenbergwww.b2bvoices.com@CMEGroupwww.cmegroup.com *

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