Activation and Engagement through Social Media:
Planning For Change!
Jeff
Fleischman,
CEO
Blue
Panda
Interac9ve
February
2012
I N T E R A C T I V E
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 1!

“Should our frequency be delivered per week, per day or per
campaign? Forget about all that. Think: Always on.”
Advertising Age September 19, 2011
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Overview!
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Executive Summary
• Social Media is now a core component for most company’s marketing/
engagement strategy!
• Facebook is the predominant social media platform, accounting for
over 54 billion minutes of usage per month!
• Convergence of mobile and social media, will become the primary
engagement vehicle for consumers!
• Smart phones and tablet shipments exceeded PCs (notebook and
laptop) in Q4 2010 !
• Brand perception is being shaped by Social Media!
• Social Media engagement will be fueled by a combination of location
based services (LBS) and localized offers!
• Traditional measures of success need to be reexamined and new
ways of quantifying the impact of social media need to be established!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 4!

The New Engagement Ecosystem
Search
• SEO
• SEM
• Keywords
Op>miza>on
Channel
• Mul>variate
• Print
• Site
Op>mized
Content
• Web/eMail
• A/B
Tes>ng
• Social
Media
• Mobile
Experience
• Educa>on
• Advice
• Transact
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Social Media Is An Opportunity To Engage Users Throughout
The Customer Journey
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Social Media Is A Component Of Your Customer Experience
Strategy
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Social Media As A Global Platform!
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Life Used To Be Simple
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Consumers Now Have Unprecedented Control
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One Person Has Global Reach…..
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And A Global Audience
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Social Media Is An Evolution To A Dynamic, Connected
Ecosystem
Old Paradigm New Paradigm
Disparate and unconnected Connectivity and convergence without sacrificing
experience choice
“Word of Mouth” The community is the trusted source for advice,
information, and recommendations
Distinct experiences Seamless integration across channels and
devices
Controlled Dynamic and uncensored
Corporate generated content Content crowd sourced and owned by the
community
Corporate website Distributed digital distribution model
Millennials, Gen X/Y largely Millennials, Gen X/Y will be more engaged with
unengaged companies that provide social media options
Monologue Conversation
Little customer feedback Continuous stream of direct feedback
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Competitive Best Practices!
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The Use Of Social Media In Financial Services Is Rapidly
Growing
v Financial Service companies are expanding their use of social media
and crafting innovative campaigns !
v Heavily regulated and Financial Service firms need to understand how
to navigate Social Media!
v Firms are using social media to reach a younger demographic and
improve customer service!
v Customers and prospects are having conversations about your brand
without you!
v Social media is an integral part of multi-channel marketing strategy to
engage prospects and customers!
v The ability to demonstrate measurable results will continue to present
challenges in winning budget dollars!
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The Principal – Dreamcatcher Campaign
v Innovative campaign designed for users to visualize their
retirement through aspirational photos!
v Message of inspiration, advice, and tools throughout the
experience!
v Although emphasis is focused on inspiration and engagement
there is a clear focus on driving the user to creating a plan or
speaking with an advisor!
v Integration of user generated content, video, tools for both
consumers and small business owners!
v Campaign content is integrated with the Principal website
although the experience is somewhat disjointed!
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The Principal – Dreamcatcher Campaign
v People are asked to visualize their
financial dreams and provides
persistent linkages to planning and
advice!
v Provides a social setting to share
information, content, and tagging of
pictures for easy access!
v INTEGRATION: What are your
financial dreams? Use
Dreamcatcher to collect your
financial dreams, so you can see
your future. Talk to your advisor. And
start a plan.!
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Prudential – Day One Campaign
v dayonestories.com is a microsite experience to share the stories
(through photos) of hundred’s of people on their first day of retirement!
v Content includes photos and several videos and is integrated with a
national TV ad campaign!
!
v Accompanying PDF of 31 facts about retiring ranging from trends to
financial stats!
v Options include viewing dayone pictures, creating and fostering peer
discussions, and access to speak with a professional!
v Integration of campaign content with the Prudential website, access to
printable articles and guides, and tools and calculators!
!
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Prudential – Day One Campaign
v Prudential’s emphasis on the growing
population of people retiring – 10k per day!
v Link to PDF of 31 facts about retiring
ranging from trends to financial stats
http://www.dayonestories.com/pdf/
retirement_facts.pdf!
v Creates a sense of community and
belonging for people approaching or in
retirement!
v Preparing for Day One provides a
consultative approach to planning for
retirement !
v Access to downloadable articles, links to
prudential.com, and access to a
Retirement Calculator app!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 19!

TIAA-CREF Raise The Rate Campaign
• Crowdsourcing contest to generate ideas to increase the country’s
savings rate!
• Facebook based contest for campaign communication and
engagement!
• Asked the audience for brief summaries of ideas to generate
savings solutions!
• Selected the top 50 and requested multi-media submissions!
• Enlisted prominent judges including Maria Bartiromo and Aaron
Patzer (founder of Mint)!
• Selected top 10 for Grand Prize and People’s Choice Award!
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Objective
Leverage
social
media
to
posi>on
the
TIAA-­‐CREF
as
a
progressive,
trusted
brand,
leading
the
discussion
of
the
country’s
savings
rate
crisis
Public
Message
Outcomes
Turn
Generate
AQract
a
Employees
Buzz,
Ideas
&
Younger
Into
UGC
Demographic
Advocates
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Pre-launch Teaser Page And Created Edgy Videos To Build
Awareness
v Created tab on existing Facebook
page!
v Preview of teaser prior to launch!
v Usage of facts and questions
increased engagement of visitors!
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Posted The Winners For The Grand Prize, People’s Choice,
Institutional Submissions, And 10 Finalists
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American Express Has Spent Years Developing The OPEN
Small Business Network community
v The OPEN Forum is a central location
for the small business community!
v OPEN is American Express’ strategy to
create market leadership and
engagement beyond its customer base!
v OPEN Forum includes pertinent articles,
blogs, and contributors!
v Articles and content throughout OPEN
Forum can be shared through Twitter,
Facebook, Linkedin, emai, RSS, etc. !
v American Express exports their
information across websites and social
media sites!
v Mobile and tablet applications are being
introduced as another access point!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 24!

USAA Is An Innovative Leader That Has Integrated Social
Media Into Its Business Model
v An early adopter of technology and a
leader in social media!
v Over 207k Facebook likes and 25k
Twitter followers !
v Community hub includes 3 communities:!
v Military Spouse!
v Military Veterans!
v Financial Advice!
v Members have access to a variety of
blogs, USAA product reviews, member
to member inquires!
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Social Media Game Plan!
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The Obstacles
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“Start Before You Start”
1. Identify clear objectives !
2. Gather support across your company!
3. Evaluate metrics and measures of success!
4. Partner closely with your compliance colleagues !
5. Make employees advocates!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 28!

Social Media Considerations
1. Know your community and create compelling content for them!
2. Focus efforts on conversation and engagement!
3. Craft an integrated campaign across touch points to amplify
message!
4. Break new ground, take risks!
5. Devise ways to create user generated content and audience
participation!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 29!

Social Media: The Important Don’ts
1. Censor user generated content!
2. Neglect your community with stale content!
3. Be afraid to experiment!
4. Limit your content to one format!
5. Under invest in monitoring!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 30!

Monitoring Social Platforms Are A Foundational Component
Of A Social Media Strategy
• Customer sentiment and feedback is increasingly spread across a
broader array of social channels and platforms!
• Resolving issues can be reactive for issues that come to firms’
social platforms or proactive monitoring of chatter elsewhere!
• Third-party monitoring platforms allow companies to see what is
being said about your brand across Facebook, YouTube, Twitter,
blogs, and ratings!
• This knowledge allows organizations to gain valuable insights and
to decide how or whether to respond to complaints or questions!
• Resolving a dissatisfied customer’s complaint can avoid brand and
reputation risk from spreading virally!
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You Have An Opportunity To Influence The Direction You’re
Headed
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Q&A
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Blue
Panda
Interac>ve
[Digital
Consultancy
+
Crea>ve
Agency]:
Merging
the
brains
of
a
strategic
consultancy
and
the
innova>ve
approach
of
an
agency
to
transform
customer
experiences.
We
focus
on
digital
strategy,
media,
and
analy>cs
to
connect
brands
with
their
customers.
We
leverage
innova>ve
ideas
that
are
based
on
business
goals
and
customer
needs
to
execute
winning
strategies.
We
believe
integrated
marke>ng
and
content
are
key
ingredients
to
connect
and
engage
with
your
customers
and
fans.
We
share
a
passion
to
drive
business
outcomes
and
delight
customers.
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 34!