This document summarizes Citi's Professional Women Ecosystem marketing strategy aimed at reaching affluent professional women. The strategy includes launching the Connect community hub on LinkedIn with over 150,000 members, creating and amplifying content both within and outside of LinkedIn, and measuring outcomes like impressions, interactions, and brand lift. The Connect hub has high engagement and the overall strategy has led to increased favorability, consideration, and net promoter score for Citi among professional women.

1. Linda Descano
Managing Director and Head of Content and Social
North America Marketing, Citi

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Why Professional Women?

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The Professional Women Ecosystem
CONTENT
Women & Co.
COMMUNITY
Connect “Hub” on LinkedIn
CONVERSATION
Blogger/Media Outreach
Objective
Reach affluent, professional women where they are already “gathering” to build brand affinity,
increase consideration and intent, and move women down funnel
Tactics
Reach: Impressions
Engagement: Interactions, Mentions
Brand: Favorability, Consideration, Intent
KPIs

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The Community Hub for Professional Women: Connect
• Launched in April 2012
• A first-of-its-kind digital destination for
women to network, discuss, and
share their career success stories
• Over 150,000 members
• LinkedIn’s first sponsored managed
group
• Highest levels of engagement of any
group on LinkedIn

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Content Creation and Amplification
On LinkedIn, Run of Site
Connect-inspired content, outreach and
social sharing across the LinkedIn
platform
On LinkedIn, In Group
Discussions and resources relevant to
members of the Connect group on
LinkedIn
Off LinkedIn, Offline
Member meet-ups, networking
opportunities, and events
Off LinkedIn, Online
Use of Connect discussions and insights
to raise visibility through media outlets,
blogs, online influencers, and owned
media

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On LinkedIn, In the Connect Group
Group discussions Group emails and announcements

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On LinkedIn, Run of Site
Member status updates LinkedIn blog and social media mentions
LinkedIn Influencers programLinkedIn member e-mails

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Off LinkedIn, Online
Women & Co. and Citi owned media SlideShare content Polls and research studies

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Off LinkedIn, Offline

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Outcomes: Return on Reach
1st Degree
Connections
14 MM
Paid
Impressions
Total
Impressions
Return =
233%

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Outcomes: Engagement
4MM+
#ProfWomen
500+
Blog & media
Mentions
25+
member meet-ups
650MM+
earned
impressions
300K+
SlideShare
views
200K+
social
interactions
• Over 150,000 members in less than 16 months
• Fastest growing group of 2012
• Most returning visitors of any LinkedIn group
• 2x more engagement per member
• Highest rates of engagement

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Outcomes: Brand Lift
10%
higher favorability
25%
higher consideration
60%
higher NPS
Group member brand affinity relative to control group – March 2013 Group Impact Study