Citi aims to service customer passion points through content and social media by focusing messaging on areas customers are passionate about like products, services, entertainment and community. Citi wants to become an experiential one stop shop for customers by providing value, access, experiences and payment options while fostering community. The presentation emphasized measuring social media performance, developing meaningful metrics in collaboration with business units, and encouraging sharing of content to excite and delight customers.

1. Servicing Customer Passion Points Through
Content & Social Media
Julie Booth
SVP, Content & Social
Citi, US Cards & Global Entertainment
November 14, 2016
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2. 2
From Business Priorities to Passion Points
Proprietary
Products
Services
Entertainment
Cross-
Franchise
Co-Brands
Social Media,
Content and
Innovation

3. 3
Citi – An Experiential One Stop Shop
Value Access
Experience Community
Payment

4. 4
The Game of Reporting
“You can’t control what you can’t measure,” – Tom DeMarco

5. 5
Key Takeaways
Excite and delight
Center messaging on passion points
Offer uniqueness
Work with LOB’s to develop meaningful metrics
Encourage sharing