Best Use of Social Media for Financial Services

Archived from the 5th Annual Shorty Awards

Winners

Citi’s Connect: Professional Women’s Network on LinkedIn

Produced by: Fleishman-Hillard

Realizing a need for a social media hub where women could network and discuss the issues that affect their careers, Citi teamed with LinkedIn to introduce a first-of-its-kind community for professional women in April 2012 – Connect: Professional Women’s Network. The Connect community, which has grown to over 100,000 members in less than a year, immediately hit a nerve. It’s the fastest-growing and most highly-engaged group on LinkedIn – and has inspired a movement of offline events, with members organizing meet-ups across the country to grow their connections in person. Lauded by press, perhaps the best testament to the group’s success is the sense of community inspired among the members. Paula N. writes, “Finding this group of intelligent, caring, positive women has been a gift.” For Citi, the reward has been the opportunity to be welcomed into consumers’ trust circle, through content and conversation that helps women on their path towards professional and financial success.The origins of Citi’s Connect: Professional Women’s Network on LinkedIn were rooted in more than a decade of talking to women through Women & Co., Citi’s award-winning personal finance resource for women. It became clear that women were looking for new ways to network and move their careers forward – whether they have their eye on the corner office, are starting their own business, or are in the process of reinventing themselves. LinkedIn, separately, recognized that women were underrepresented on their platform, and were looking for new ways to engage with a powerful, growing audience. In April 2012, Citi launched the Connect: Professional Women’s Network on LinkedIn, and has been present in the conversation every day since, working side-by-side with LinkedIn to engage in conversations and share insights and resources with members on the best ways to advance their careers and achieve their financial goals. • Connect quickly became the fastest-growing group on LinkedIn, surpassing 100,000 members in less than 9 months. • Connect is also the most highly-engaged group on the LinkedIn platform, with members engaging in discussions at a rate that’s twice the level of engagement per member of any other group on LinkedIn. Discussion threads regularly receive hundreds of comments, where conversation revolves around everything from how to reinvent yourself professionally after age 50 (a question posed by a member which received more than 2,000 responses) to how members of the group feel about their role as their household’s primary breadwinner. • The strength of Connect members’ online connections and networks has also begun to generate momentum offline, inspiring dozens of meet-ups in major cities across the country, where members come together to exchange ideas on the best ways to move their careers and finances forward. • Connect has also become a leading resource for media covering career issues, with outlets like the LA Times, Forbes Woman and AOL Jobs regularly reporting on issues and insights uncovered within the group. Lastly – and most importantly – Connect has also driven an increase in key brand metrics among LinkedIn members exposed to Citi’s efforts, leading the bank to continue to expand on the content and resources it creates to help professional women achieve professional and financial success.

Finalists

Bankrate: A Wealth of Knowledge about All Things Personal Finance

Produced by: Bankrate, Inc.

You don’t need a sky-high income to be financially secure. Bankrate's down-to-earth tweets help people from all walks of life be smart with their money. After all, personal finance is at the root of all goals in life: Can you afford your dream? How can you map out a plan to get there? If everyone read Bankrate's tweets, we could stave off the next financial crisis. Pre-recession, most people assumed that those with simpler lifestyles were poor, and those with luxurious things were rich. But looks are deceiving. Oftentimes, those who look "lower class" are in fact very well-off, as they live below their means and save. And the fancy types could be spending every last cent of their income and then some, incurring massive unsecured debt. When the dust cleared after the market crumbled, we could really see who the financial winners were -- and who was just leasing their lifestyle to look the part. Bankrate's presence on Twitter is designed to be a source of inspiration and a sense of community for those trying to get their finances in order, especially when society and even a circle of friends are encouraging you to "put it on credit and forget it." It's not easy to get out of debt, finance a college education, save up for a down payment, put some money away for a rainy day, or be disciplined enough to invest today's money for retirement tomorrow. But these are all very important things to many people. So Bankrate offers money management advice on Twitter to help people achieve their goals in life. A little financial literacy for everyone would go a long way. Bankrate's advice and tools help people build lasting financial security for themselves -- one tweet at a time!

PNC Neighborhood Wishlist

Produced by: Deutsch NY

Attitudes towards banks are at an all time low. Why would anyone “like” one on Facebook? To give people a reason, we created PNC Neighborhood Wishlist, a social funding program that provides small grants to community projects. We invited people to submit, share and vote for these projects and each vote triggered a $1 donation from PNC, up to a max of $500. The initiative gave people a reason to like PNC - not only on Facebook, but also in real life. Results: 500 projects submitted, 43 projects funded, over 94K new “likes” for PNC (a 550% growth in Fans).Neighborhood Wishlist did great things for both PNC and the communities it calls home. The effort tapped into the passion people have for giving back. The approachability of the campaign and the ease of submission and voting helped make the program a success. And the voting mechanics motivated our audience to spread the word and activate their social networks. In other words, we made it both fun and easy for people to do good. The campaign significantly exceeded our goals for engagement, fan acquisition, and pass-along. We funded 43 community projects and attracted 94,087 new Facebook fans‹growing the fan base by 550%. We laid the groundwork for deeper community engagement and the program was so successful that the bank plans to grow and evolve Wishlist, making it an ongoing piece of the bank's overall social strategy. Additional highlights: € 500 project submitted in two days € 32,211 votes cast € moved PNC from the 13th to 6th most popular Page in the industry € over 40 million viral impressions € 179 million total media impressions

Current Entries

Bankrate: A Wealth of Knowledge about All Things Personal Finance

Produced by: Bankrate, Inc.

You don’t need a sky-high income to be financially secure. Bankrate's down-to-earth tweets help people from all walks of life be smart with their money. After all, personal finance is at the root of all goals in life: Can you afford your dream? How can you map out a plan to get there? If everyone read Bankrate's tweets, we could stave off the next financial crisis. Pre-recession, most people assumed that those with simpler lifestyles were poor, and those with luxurious things were rich. But looks are deceiving. Oftentimes, those who look "lower class" are in fact very well-off, as they live below their means and save. And the fancy types could be spending every last cent of their income and then some, incurring massive unsecured debt. When the dust cleared after the market crumbled, we could really see who the financial winners were -- and who was just leasing their lifestyle to look the part. Bankrate's presence on Twitter is designed to be a source of inspiration and a sense of community for those trying to get their finances in order, especially when society and even a circle of friends are encouraging you to "put it on credit and forget it." It's not easy to get out of debt, finance a college education, save up for a down payment, put some money away for a rainy day, or be disciplined enough to invest today's money for retirement tomorrow. But these are all very important things to many people. So Bankrate offers money management advice on Twitter to help people achieve their goals in life. A little financial literacy for everyone would go a long way. Bankrate's advice and tools help people build lasting financial security for themselves -- one tweet at a time!

Citi’s Connect: Professional Women’s Network on LinkedIn

Produced by: Fleishman-Hillard

Realizing a need for a social media hub where women could network and discuss the issues that affect their careers, Citi teamed with LinkedIn to introduce a first-of-its-kind community for professional women in April 2012 – Connect: Professional Women’s Network. The Connect community, which has grown to over 100,000 members in less than a year, immediately hit a nerve. It’s the fastest-growing and most highly-engaged group on LinkedIn – and has inspired a movement of offline events, with members organizing meet-ups across the country to grow their connections in person. Lauded by press, perhaps the best testament to the group’s success is the sense of community inspired among the members. Paula N. writes, “Finding this group of intelligent, caring, positive women has been a gift.” For Citi, the reward has been the opportunity to be welcomed into consumers’ trust circle, through content and conversation that helps women on their path towards professional and financial success.The origins of Citi’s Connect: Professional Women’s Network on LinkedIn were rooted in more than a decade of talking to women through Women & Co., Citi’s award-winning personal finance resource for women. It became clear that women were looking for new ways to network and move their careers forward – whether they have their eye on the corner office, are starting their own business, or are in the process of reinventing themselves. LinkedIn, separately, recognized that women were underrepresented on their platform, and were looking for new ways to engage with a powerful, growing audience. In April 2012, Citi launched the Connect: Professional Women’s Network on LinkedIn, and has been present in the conversation every day since, working side-by-side with LinkedIn to engage in conversations and share insights and resources with members on the best ways to advance their careers and achieve their financial goals. • Connect quickly became the fastest-growing group on LinkedIn, surpassing 100,000 members in less than 9 months. • Connect is also the most highly-engaged group on the LinkedIn platform, with members engaging in discussions at a rate that’s twice the level of engagement per member of any other group on LinkedIn. Discussion threads regularly receive hundreds of comments, where conversation revolves around everything from how to reinvent yourself professionally after age 50 (a question posed by a member which received more than 2,000 responses) to how members of the group feel about their role as their household’s primary breadwinner. • The strength of Connect members’ online connections and networks has also begun to generate momentum offline, inspiring dozens of meet-ups in major cities across the country, where members come together to exchange ideas on the best ways to move their careers and finances forward. • Connect has also become a leading resource for media covering career issues, with outlets like the LA Times, Forbes Woman and AOL Jobs regularly reporting on issues and insights uncovered within the group. Lastly – and most importantly – Connect has also driven an increase in key brand metrics among LinkedIn members exposed to Citi’s efforts, leading the bank to continue to expand on the content and resources it creates to help professional women achieve professional and financial success.

PNC Neighborhood Wishlist

Produced by: Deutsch NY

Attitudes towards banks are at an all time low. Why would anyone “like” one on Facebook? To give people a reason, we created PNC Neighborhood Wishlist, a social funding program that provides small grants to community projects. We invited people to submit, share and vote for these projects and each vote triggered a $1 donation from PNC, up to a max of $500. The initiative gave people a reason to like PNC - not only on Facebook, but also in real life. Results: 500 projects submitted, 43 projects funded, over 94K new “likes” for PNC (a 550% growth in Fans).Neighborhood Wishlist did great things for both PNC and the communities it calls home. The effort tapped into the passion people have for giving back. The approachability of the campaign and the ease of submission and voting helped make the program a success. And the voting mechanics motivated our audience to spread the word and activate their social networks. In other words, we made it both fun and easy for people to do good. The campaign significantly exceeded our goals for engagement, fan acquisition, and pass-along. We funded 43 community projects and attracted 94,087 new Facebook fans‹growing the fan base by 550%. We laid the groundwork for deeper community engagement and the program was so successful that the bank plans to grow and evolve Wishlist, making it an ongoing piece of the bank's overall social strategy. Additional highlights: € 500 project submitted in two days € 32,211 votes cast € moved PNC from the 13th to 6th most popular Page in the industry € over 40 million viral impressions € 179 million total media impressions