BlogWell San Diego Social Media Case Study: USAA, presented by Rhonda Crawford


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In her BlogWell San Diego case study presentation, "Building Community in a Digital World," USAA's VP of Member Communications, Rhonda Crawford, covered how social media monitoring and communication are central to assisting product management.

Rhonda shared their key objectives in utilizing social media, which include facilitating member word of mouth, engaging a network of advocates, deepening relationships, and driving innovation within these online communities.


BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit

BlogWell is produced by GasPedal and the Social Media Business Council.

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  • Facilitate member word-of-mouthto drive member/product acquisition and deepening by creating communities of like-minded members, enabling them to help each other build financial security through USAA integrated solutions.Engage a network of passionate advocates, empowering them to tell our story on their turf and their terms. Deepen relationshipswith members and key constituents by listening to and participating in conversations early and often. Collaborate with our members and prospects by continuously gathering feedback and insight into their needs to drive innovation. Establish USAA as the provider of choice for financial adviceby positioning content where our members live, work and play. Encourage members to help us drive innovation
  • BlogWell San Diego Social Media Case Study: USAA, presented by Rhonda Crawford

    1. 1. USAA CONFIDENTIAL<br />1<br />1<br />
    2. 2. Building Community in aDigital World<br />Presented By:Rhonda Crawford, VP, Digital Media and Innovation<br />
    3. 3. USAA CONFIDENTIAL<br />3<br />We will build lifelong relationships with our members by knowing them better and caring about them more than any other company. As our members’ trusted financial advisor, we will provide highly competitive, integrated financial solutions and exceptional experiences. We will continuously innovate and improve, building our financial strength, and employing our resources to achieve the highest value for our members.We willfoster a community of loyal members and engaged employees,working together to ensurea strong and enduring association.<br />3<br />USAA CONFIDENTIAL<br />USAA Strategy<br />
    4. 4. USAA CONFIDENTIAL<br />4<br />USAA Social Media Strategy<br /><ul><li> Word of Mouth
    5. 5. Brand Affinity
    6. 6. Reputation</li></li></ul><li>USAA CONFIDENTIAL<br />5<br />Key Objectives<br />Facilitate member word of mouth<br />Engage a network of passionate advocates<br />Deepen relationships<br />Drive innovation<br />Collaborate with our members and other stakeholders<br />Establish USAA as the provider of choice for advice<br />
    7. 7. USAA CONFIDENTIAL<br />6<br />Facilitate Member Word of Mouth<br /> 84% of U.S. customers prefer the opinion of other customers vs. expertssource: Marketing Sherpa<br />78%of internet users rate recommendations as the most credible form of advertising.source: Nielsen<br />
    8. 8. USAA CONFIDENTIAL<br />7<br />Engage a Network of Passionate Advocates<br />51,000fans of USAA Facebook page<br />8,000followers on Twitter<br />
    9. 9. USAA CONFIDENTIAL<br />8<br />Deepen Relationships<br />
    10. 10. USAA CONFIDENTIAL<br />9<br />Collaborate with Our Members and Stakeholders<br />Live interactive webinars encourage a member dialogue with USAA experts.<br />1,100average live viewers<br />19,000average replay viewers<br />
    11. 11. USAA CONFIDENTIAL<br />10<br />Establish USAA as the Provider of Choice for Advice<br /><ul><li>You Tubeoffers built-in viral capabilities. Any video we post can be easily embedded on other sites.
    12. 12. Sites such asMilitary.comre-use USAA’s financial advice videos – spreading our message on sites our customers already use.</li></li></ul><li>USAA CONFIDENTIAL<br />11<br />Key Challenges<br /><ul><li> Executive Buy-In
    13. 13. Resources
    14. 14. Legal & Compliance
    15. 15. Change Management
    16. 16. Metrics & ROI
    17. 17. Strong Communication Plan
    18. 18. Follow-through: What do we do with the comments and trends?</li></li></ul><li>
    19. 19. USAA CONFIDENTIAL<br />13<br />13<br />