Social Media Strategy

Citizens Bank Social StrategyOctober 7, 2011

CURRENT: Roles of Social Media at Citizens

Customer Relationship

Building

Marketing

Goals*

Customer Service

(Also exploring opportunities to support Recruiting, in addition to existing efforts)

CommunityGrowth = More

Impact

Drive traffic to our web site

Manage corporate

reputation, address

complaints

Corporate Affairs

Promote positive

marketplace image

Benefits

Social as an extension of marketing

and internal departments

PROPOSED : Roles of Social Media at Citizens

Extension of marketing

and internal departments

Enabler of connection & conversation

around:Personal Finance

Success

Realizing Your Goals

Being a Good Citizen

Financial Confidence

From brand-centric: To consumer-centric:

Education Relationships

CommerceLoyalty

Educate new, current and potential customers about Citizens Bank and its products

Build and grow relationships through customer service, and engagement around products, campaigns, and community

Drive traffic to Citizens websiteInfluence intent to purchase within social communities

Create brand evangelists and advocates who use and love Citizens Bank products, and share information with friends

content strategy / content ecosystem

Enabler of connection & conversation around:

Personal Finance Success

Realizing Your Goals

Being a Good Citizen

Financial Confidence

Analysis

content strategy / facebook content analysis

Content Bucket

Content Mix: Actual Content Mix: Proposed

Products & Campaigns 31% 60%Community 35% 15%Alerts 8% 5%Holidays 6% 5%Events & Sponsorships 20% 15%Source: Studiocom analysis and content audit of Facebook posts published by Citizens Bank during September 2011

• On Facebook, only about 30% of content published focused on products and campaigns – Studiocom recommends increasing that to 60% to include plenty of support for Savings Community and Citizens for Homes campaigns

• Community posts were much higher than the proposed amount and could be scaled in favor of product and campaign-related posts

• To deal with upcoming holiday seasons, posts could feature both holiday and alert content to better fit proposed content mix

Content Bucket

Messaging Mix: Actual

Messaging Mix: Proposed

Products & Campaigns

Push: 55% Push: 50%

Conversational: 45%

Conversational: 50%

Community Push: 83% Push: 50%

Conversational: 17%

Conversational: 50%

Alerts Push: 66% Push: 100%

Conversational: 33%

Conversational: 0%

Holidays Push: 100% Push: 0%

Conversational: 0% Conversational: 100%

Events & Sponsorships

Push: 87% Push: 25%

Conversational: 13%

Conversational: 75%

content strategy / facebook content analysis

Source: Studiocom analysis and content audit of Facebook posts published by Citizens Bank during September 2011

• Overall Push vs. Conversational: 75% vs. 25%

• Products & Campaigns bucket will require minor adjustments in messaging as it nearly matches the proposed messaging mix already

• In general, conversational messages don’t have to directly align with a product or campaign to influence thinking in those directions

• While community posts include announcements, there can still be elements of interaction for users

• There were very limited posts around “holidays” during September, but there will be opportunities to craft engaging messages in Q4

Content Bucket

Content Mix: Actual Content Mix: Proposed

Products & Campaigns 62% 60%Community 10% 15%Alerts 15% 5%Holidays 0.5% 5%Events & Sponsorships 12.5% 15%

content strategy / twitter content analysis

Source: Studiocom analysis and content audit of Twitter posts published by Citizens Bank during September 2011

• Citizens Bank currently posts product- and campaign-related tweets in the same amount that Studiocom recommends.

• Many of the tweets are repeated - presumably this is a compliance issue – but we feel this will be easily changed in Q4 and beyond with the launch of Savings Community and Citizens for Homes, along with additional quarterly campaign copy.

content strategy / twitter content analysisContent Bucket

Messaging Mix: Actual

Messaging Mix: Proposed


Push: 72% Push: 50%

Conversational: 28%

Conversational: 50%

Community Push: 84% Push: 50%

Conversational: 16%

Conversational: 50%

Alerts Push: 100% Push: 100%


Holidays Push: 100% Push: 0%



Push: 96% Push: 25%

Conversational: 4% Conversational: 75%Source: Studiocom analysis and content audit of Twitter posts published by Citizens Bank during September 2011

• Overall Push vs. Conversational: 83% vs.17%

• Studiocom recommends a more even distribution of Push and Conversational messaging for “Products & Campaigns,” “Community,” and “Events & Sponsorships” content buckets

• There are opportunities to increase conversational posts across content buckets to improve interaction with Twitter followers

• Holiday posts can be more interactive and can capitalize on the use of trending hashtags to increase visibility and attract new followers

content strategy / Q4 proposed post breakdown

Breakdown of proposed content posts for Q4

Content Bucket Post Themes Proposed Post Features Post Type

Breakdown


Checking Citizens for HomesSavings CommunityMobile Banking

•Posts to educate and engage the audience •Use polls and ask questions to and encourage interaction

Engagement: 50%Push: 50%

CommunityChampions in ActionCitizen of the WeekGear for Grades

•Posts around cause marketing, featuring good works

• Include photos with posts when possible


Holidays4th of JulyThanksgivingBack to School

•Capitalize on people’s love of holidays for engagement opportunities

•Pose questions and seek user-generated content


Alerts Special hoursBranch closings

•Feature information such as holiday hours, contact information, etc. (Ex. Branch closings during hurricane)

•These posts are intended to drive limited response

Engagement: 0%

Push:100%


Citizens Bank ParkCitizens Bank Performing Arts SeriesNew branch openingsPartnerships (Dunkin’)

•Announce events and share news articles that feature CB sponsorships/write-ups

•Ask fan base if they’re attending events and encourage user-generated content

•Purpose of these posts are for engagement and to capitalize on chatter volume spikes – particularly with CBP

Engagement: 75%

Push: 25%

content strategy / proposed post features

Content Road Map / Content Evolution

Subject to change as we listen and learn what the community wants/needs, and as marketplace changes.

Products / Campaigns / Customer Service

Activate Subject Matter Experts (internal & external)

Commerce / Transactions / Activate Customer Advocates

Phase 1 Phase 2 Phase 3

Campaign Content Example

the real conversation is

between consumers,

about their stories and their vision

made possible by Citizens

10/11 11/11 12/11 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12 1/13 2/13 3/13

PHASE 1

PHASE 2

PHASE 3

PHASE 4

PHASE 5

GENERAL

MEDIAPaid Ad Buy

Paid Ad Buy Paid Ad BuyPaid Ad Buy

Paid Ad BuyPaid Ad Buy

OTHER

ONGOINGBUILD & SEEDCUSTOMER

APPRECIATION

MAKE IT REAL PLANNING

MAKE IT REAL: GETTING IT DONE

CITIZENS ONGOING COMMUNICATION STRATEGY

MAKE IT REAL CELEBRATION

PERSONAL, INVESTING, BUSINESS, BORROWING

Make It Real / the map to scaleAwareness & Satisfaction

(Holidays, Giving/Spending, New Year Goals)

Holidays, Giving/Spending, New

Year Goals

Planning projects, college acceptance letters, cabin

feverAccomplishing

GoalsFinishing projects, kids to

collegePlanning projects, college acceptance letters, cabin

fever

phase one / build foundation for make it real

Use email to create dialogue

with most valued customers

around social and lending.

Promote activity in social

channels.

Tag as much of existing CFH

assets as possible with

social drivers to Facebook and

Twitter.

Photo submission:

Upload pic tied to lending projects,

such as new house, new home project and more

Twitter: Lending-based conversation

starters: Polls, questions,

challenges. Start initiating use of

#MIR and lending themes

Link to cool financial

infographics and other content

tied to lending.

MAKE IT REAL INITIAL ENGAGEMENT TACTICS

phase two / introducing make it real

Monthly infographic that shows you how to Make It Real.

Original creations tied to Citizens

specific offerings and products.

MAKE IT REAL EARLY ENGAGEMENT TACTICS

MAKEMAKEITIT

REALREALManifestoManifesto

Launch Make It Real Manifesto. Push it out and

create conversation and

engagement around its contents.

Develop content relationship.

Start search for internal and

external subject matter experts.

Continue photo submission

activity. Begin to reward

participants with contest to win

Home Depot Gift Cards, etc.

phase three / make it real engagements

Planning Getting It Done Celebration

MAKE IT REAL SCALE ENGAGEMENT TACTICS

TACTICS DEPENDENT UPON LEARNINGS FROM EARLIER PHASES

Social Media Strategy

Documents

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