Digital Marketing for Financial Services Companies: New Mantras, New Media

Digital Marketing: New Mantras, New Media Financial Services Companies April 21, 2008 Cubitt Jacobs & Prosek Communications

WELCOME TO THE NEW DIGITAL REALITY

Modern Media Consumption Habits Digital technology has altered media consumption habits. Integrated digital or “new” media components that leverage modern marketing channels are required.

WHAT’S THE DIFFERENCE BETWEEN WEB 2.0, SOCIAL MEDIA & NEW MEDIA?

“ Web 1.0 was Commerce. Web 2.0 is People - Ross Mayfield President and co-founder of Socialtext Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending upon the your state of mind. - Kevin Maney Technology journalist, USA Today

Any online technology or software people use to share multimedia content, opinions, insights, experiences, perspectives and media. Social media sites and applications are built on the Web 2.0 platform. The “social media” was born from the technology that enabled it, just as the print and broadcast media were. These are examples of social media sites and applications: What is Web 2.0?

Fresh Stats: Who’s Online? Today 79% of baby boomers use the Internet daily-the highest percentage of any group 70% of both 18-31 and 32-43 year-olds use the Internet daily Web Site Content & Functionality Desired Most by US Internet Users* User ratings or customer feedback: 64% Company/product videos: 44% Subscribe to company blog via email or RSS: 39% Ability to create a personal profile: 37% Surveys or quizzes: 29% Ability to upload own content to site: 23% *Forrester research Q3 2007

CONVERSATION Social Media Tagging Blogs Twitter Microblogging Social Bookmarking Comments Engagement Word-of-Mouth Democratization Social Software del.icio.us Digg Trust Transparency Instant Messaging Technorati User Reviews eBay Share-ability Stumbleupon Influencers The Tipping Point MySpace Recomendation Engines

MAKE THE SERVICE SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT

Digital Marketing Mantra “ Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. Boring stuff is invisible. Remarkable marketing is the art of building things worth noticing right into your product or service.” - Seth Godin, author of The Purple Cow Source: Purple Cow / Seth Godin / Page 3

COLLABORATION Wikipedia wiki Basecamp 37 Signals Crowdsourcing Customer R&D Box.net Google Docs Mahalo Social Search Engines Participation Open Source Open Social WebEx Videoconferencing Open API Facebook Platform Digital Ethnography Insight Innovation World of Warcraft Facebook Polls The World is Flat

UNCOVER RICH CONSUMER INSIGHTS BY OBSERVING & LISTENING

Digital Marketing Mantra “ Great work comes from insight, and we have always worked from insight. … Insights are going to come in so many different ways.” - Laura Lang, CEO, Digitas, March, 2008

CONTENT Gaming Video User-Generated Lulu Mashups Blogs Podcast Content is King Content as Currency Self-publishing NIN Radiohead Professionally-Produced Long Tail Ad-Supported CafePress Creation Tools Live Nation SpotRunner Anti-Piracy Hulu iTunes Amazon Engagement Mobile Games Viral Premium Pass-Around Factor New Pricing Models Creative Commons Print to Online

Digital Marketing Mantra “ Our job is to create content so valuable and useful that consumers wouldn't want to live without it.” - Jeff Hicks, CEO, Crispin Porter + Bogusky, October 2006

CONVENIENCE Utility Portability Make Life Easier Usability Ask Sunday Cloud Computing Netvibes Widgets Mashups OpenID Lifehacker.com Branded Utility iPhone Nike + Free Interoperability Web Applications Mobile Backpack Online Banking Text Alerts eVite Mint Skype

DELIVER VALUE THROUGH MARKETING BY MAKING PEOPLE’S LIVES EASIER

Digital Marketing Mantra “ [Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.” Benjamin Palmer, CEO / Owner, The Barbarian Group, October 2006

COVERAGE Blip.tv Distribution Channels Email Embeddable RSS Cross-Platform Content Ubiquity Syndication Badges Ad Networks SEO Discoverability Convergence Mobile Web CNN iReport Mashups Bit Torrent YouTube Virtual Worlds Having a Presence Ning Squidoo Facebook Pages Linkedin Groups Wikipedia Yahoo! Answers

CONTENT MUST BE UBIQUITOUS ACROSS DIGITAL PLATFORMS TO DRIVE AUDIENCES TO ACTION

Digital Marketing Mantra “ On the Internet, one must both distribute messages and make them easy to find. Content is found via search and social media, so it is critical content is optimized for search engines and is easily embedded and and distributed via the blogosphere and social networks.” Rishad Tobaccowala, CEO, Denuo, April, 2008

CUSTOMIZATION Mashups Social Networks “ My Life, My Stuff” Consumer in Control Remixability Netvibes User Generated Profiles Video Resumes MySpace Facebook Linkedin Google Android Café Press iGoogle My Yahoo

DIGITAL TECHNOLOGY ALLOWS YOUR AUDIENCE TO CREATE THEIR OWN EXPERIENCES WITH YOUR BRAND

Digital Marketing Mantra “ [Consumer] participation in interactive media has no precedent in human history. By tearing down barriers to entry in both content creation and distribution, interactive technologies make it possible for an individual to publish their own national ‘magazine,’ make a documentary, record an original symphony or even program their own TV network.” Randall Rothenberg, President & CEO, IAB, April, 2008

CALCULATION comScore Mashups Google AdSense Measurement Monetization Revshare TubeMogul Conversation Tracker Paid Search Click-Through Rate CPMs Quantcast Didit Facebook Social Ads Digital ROI Sponsored Content Alexa DataDriven BuzzMetrics Pageviews Monthly Uniques Views Google Analytics Wikinomics

Digital’s Role in Modern Marketing “ Digital is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the Web, moving beyond just promoting Web addresses in TV spots or print ads to really making them a critical part of the storytelling for our brands” -Rob Master, media director, Unilever NA

Mobile Marketing Snapshot TOOLKIT Mobile Web sites; mobile blogging; wallpapers; ringtones; branded mobile games; mobile ads; mobile search; marketing messages via SMS and text alerts OPPORTUNITY Ten percent of US marketers employed SMS/text messaging campaigns between April-May, 2007 *eMarketer Over 100 million US consumers will use mobile devices for banking and investing transactions by 2012 *Javelin Research Mobile marketing spend will increase 35% between 2007-2008 and is now a $500M industry; will reach $3B by 2012 *eMarketer WHAT’S NEXT Improved mobile video beyond the iPhone; mobile coupons; mobile social networks; QR (quick response) codes; streaming live mobile video; Google Android: open mobile developer platform

ING CORPORATE MOBILE SITE FIDELITY ANYWHERE MOBILE

ING Mobile Site ING has a comprehensive mobile Web site, including stock information, press releases, financial calendar and IR contact information The mobile site provides topical share price information, analyst commentary and contact information Site includes up-to-the-minute company press releases with an option to subscribe to alerts via text message

Fidelity Anywhere Mobile Market information, access to Fidelity accounts, and trading Popular features include real-time stock quotes, watch lists, balances and positions, text alerts, trading, and order status Downloadable mobile investing games

Gaming Snapshot TOOLKIT In-game marketing, branded “advergames,” ad-supported online and mobile games; games-as-utilities; user-generated online games OPPORTUNITY In-game marketing spend on PC, console, mobile and casual online games will grow to $800M by 2012 *eMarketer Eighty-five percent of casual gamers prefer free, branded games to paying for downloadable PC games *Interpret Globally, gamers spent a weekly average of 5.1 hours playing casual online games WHAT’S NEXT Companies creating games for recruiting and training

SCHWAB IT’S YOUR LIFE GAME FIDELITY ANYWHERE MOBILE GAMES

Schwab & Fidelity Casual Games Online and mobile formats Schwab It’s Your Life game tests investment decision-making abilities based on life stages Bulls and Bears race up a chart graphic in Fidelity’s ChartClimber mobile game Correct answers to a series of true/false questions on retirement, college savings, stocks and mutual funds push the Bull ahead Games available on company sites

Social Network Marketing Snapshot TOOLKIT Branded profiles, groups, storefronts, widgets and applications; contests, self-serve social ad systems, recruiting, event promotion, digital content distribution OPPORTUNITY Social network marketing will reach $1.6B in 2008; social networks deliver the same amount of online referrals as search *eMarketer/MediaPost, April 18, 2008 Six of the top 10 global Web sites are social networks: YouTube (#2), MySpace (#6), Facebook (#7), Hi5 (#8), Wikipedia (#9), Orkut (#10) If MySpace were a country, it would be the world’s 8th-largest WHAT’S NEXT Continued fragmentation into niche networks

FIDELITY KNOWLEDGE CENTER TRADE KING ZECCOSHARE

From BusinessWeek , August, 2007

Social Media Marketing Snapshot TOOLKIT Blogs and microblogs, wikis, video sharing, podcasts, RSS syndication, social bookmarking, voting and ratings systems, consumer reviews, social news site columns, socially-optimized news releases OPPORTUNITY Social media marketing spend increased 150% to $1.5B between January 2007-’08 *Forrester Sixty-six percent of US Internet users visited a social media site in January, 2008 *comScore Over 100M blogs exist in 2008; 120K are launched daily; 17 blog posts are made every second *Technorati Nearly 19B Americans listen to podcasts regularly; 27% of Americans read blogs regularly

Socially-Optimized News Releases Social bookmarks foster sharing across sites and networks Option to subscribe to company news via RSS Embedded video and photos syndicated to video and photo sharing sites MP3 audio summary of news and quoted spokespeople

PODCASTING INSIGHTS & ADVICE: RAYMOND JAMES CHARLES SCHWAB FIDELITY A.G. EDWARDS

BLOGGING INSIGHTS & UPDATES: THINK ING LAKEVIEW ASSET MANAGEMENT

Online Video Marketing Snapshot TOOLKIT User-generated ads and promotions; branded video site channels; video “seeding;” video contests; branded Web series; video blogs (vlogs) and podcasts OPPORTUNITY Forty-eight percent of US adults have visited an online video site *Forrester In December, 2007, 141 million unique viewers watched 10.2B videos mostly on YouTube, MySpaceTV and Yahoo! Forty-four percent of US Internet users cited “company or product videos” as their most-desired Web content *Forrester, Q3 2007 WHAT’S NEXT Brands as content players More Web video/traditional TV crossovers

MERRILL LYNCH MY MERRILL VIDEOS

WIDGET: widget | noun informal a small gadget or mechanical device, esp. one whose name is unknown or unspecified. Miniature, portable Web experiences/utilities that can be embedded and shared via blogs and social networks; pure marketing applications that serve as virtual CRM tools for brand loyalists ORIGIN 1930s : perhaps an alteration of gadget .

Widgets & Utilities Snapshot TOOLKIT “ Widgetized” blogs and videos, social network applications, branded utilities like calculators, news feeds, etc. OPPORTUNITY Eighty-one percent of US Internet users viewed or used a widget in 2007 *Forrester Most popular widgets are in the form of Facebook applications and Google gadgets that exist on personal homepages Widgets can be developed much faster than entire Web or micro sites and serve a similar purpose

FIDELITY MARKET UPDATE WIDGET THINKORSWIM MARKET WIDGET

Digital Marketing for Financial Services Companies: New Mantras, New Media

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