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Charles_Schwab_YUM_Presentation
1. A PLAN FOR CHUCK.
A digitally integrated campaign for Charles Schwab |
Summer 2012
PRESENTED TO YOU BY TEAM 5, EURO RSCG
WORLDWIDE
2. WHO WE ARE | THE STORYTELLERS
KATIE DONATELLI | ACCOUNT MGMT
STEPHANIE YOON | STRATEGIC PLANNING
WILL BOLOGNA | FINANCE
AMAR MEHTA | ACCOUNT MGMT
CLAIRE KIM | CREATIVE
KYLE MCDONALD | PR & CORPORATE
COMMUNICATIONS
3. THE CASE | SO THIS IS WHAT
HAPPENED
=
―RAR‖ | ―REFINED, AGED, & RETIRING‖ ―YUM‖ | ―YOUNG & UPWARDLY
MOBILE‖
4. OUR CHALLENGE
1. GET OUR TARGET TO CONSIDER INVESTING NOW
2. GET OUR TARGET TO INVEST THROUGH CHARLES
SCHWAB
5. BUSINESS OBJECTIVES
1. INCREASE NEW TO FIRM HOUSEHOLDS
2. INCREASE NEW NET ASSETS
3. BETTER THE RETENTION RATE OF YUMs
6. WHAT WE DID TO PREPARE
MARKET ANALYSIS
DISCOVERY PROCESS
STRATEGIC DEVELOPMENT
7. RESEARCH METHODOLOGY
13 personal interviews with YUMs
nationwide, of which 2 were employees
at Charles Schwab
One 2-hour in-store experience at the
local Manhattan Charles Schwab
180+ hours of online secondary
research with 3 consumer insight
databases
Sources: Mintel, BizJournals, Pew Resource Center
9. YUM | FULL OF FINANCIAL POTENTIAL
GROWTH
Investin
g
7%
Saving
93%
PRIMARY FINANCING
METHODS
Yes
20% Yes
40%
“WOULD YOU LIKE TO GET ADVICE “DO YOU HAVE A FINANCIAL PLAN
FROM A FINANCIAL Source: Mintel & BizJournals
FOR YOUR PARENTS?”
PROFESSIONAL?”
12. THE TARGET
TARGET
Self achievers that have full
potential for financial growth
but interact digitally instead
of personally.
BRAND CATEGORY
13. THE CATEGORY | TRENDING TO PERSONALIZATION
DISCOUNT CHARLE FULL-
BROKERAG S SERVICE
E SCHWAB BROKERAGE
Personal customer service Everyman investing
14. THE CATEGORY
TARGET
BRAND CATEGORY
Competitors are
encroaching on
Chuck’s territory and
want to focus on
personalized service
channels, forcing
Chuck to be different.
15. BRAND | SWOT ANALYSIS
• Established brand • Frustrating account
awareness registration process
• Business model’s • Complicated online
emphasis on website navigation
customer service • Negative media
• Provide coverage towards
Individualized Schwab
attention to each
client
Strength Weakness
• Importance of digital Opportunity Threat • Investors’ skepticism
advertising of current and future
• Wide category market
spectrum • Conforming
competitive
landscape
Source: Mintel, Biz Journals, Pew
16. BRAND | MIND MAP
GUIDANCE& AFFORDABL
REPUTATIO PERSONAL
TRAINING PRESTIGE TOOLS UNDERSTANDING E
N ATTENTION
CUSTOME
R-
HONEST VALUE PERSONALIZ
ORIENTED STABLE
ED
RESPECTED
, CHARLE HANDSHAKE
ESTABLISHE
CONSISTEN TRADITIONA S
D TRUSTWORTH
T L
RELIABLE SCHWA Y
FRIENDLY
B
PROFESSIONA 5 SENSES SILK
HYBRID
L TIE
GOURMET SUCCESS
INNOVATIV
SPEECH CAVIAR
E
REVOLUTIO FULL BUBBLE
N SERVICE+DIS
TALK TO
COUNT PHONE MONEY
COMMUNICATION CHUCK SERVICE
17. THE BRAND
TARGET
BRAND CATEGORY
Chuck’s business
model is already
ahead of the game.
Now, communicate it
effectively and
efficiently.
18. WHAT’S THE CURRENT HEAT?
― C H A R L E S S C H WA B I S M Y PA R E N T S ’ F I R M ‖
19. STRATEGIC IMPERATIVES
CHUCK CHUCK
T O D AY TOMORROW
― C O N V E R S AT I O N ‖ ―DIALOGUE‖
―BUSINESS
―SUITS‖
CASUAL‖
―OUT OF TOUCH‖ ―PLUGGED IN‖
―GAMBLE‖ ―GAME PLAN‖
― 2 0 0 0 & L AT E ‖ ―3008‖
22. TARGET, CATEGORY & BRAND
TARGET
Self achievers that have full
potential for financial growth
but interact digitally instead
of personally.
BRAND CATEGORY
Chuck’s business Competitors are
model is already encroaching on
ahead of the game. Chuck’s territory and
Now, communicate it want to focus on
effectively and personalized service
efficiently. channels, forcing
Chuck to be different.
23. THE CREATIVE BUSINESS IDEA
TARGET
BRAND RELEVANCE BRAND OPPORTUNTIY
Cultivate a financial alliance with the Spark a dialogue that constructs the investor’s
emerging generation of investors financial future
GROWTH SPURT
FOR THE NOVICE
BRAND INVESTOR CATEGORY
BRAND ADVANTAGE
Continue to elevate your
distinct hybrid position
25. CREATIVE BRIEF
―Charles Schwab does not seem any different from the other brokerages.‖
―I want to invest with Charles Schwab, because it is a relevant brand that understands
my
lifestyle and values.‖
Evolve Chuck’s conversation to make investing easier and more relevant to each
novice investor.
―Chuck is my personal trainer, pushing my financial wealth into shape and leading
me
to reach my life goals.‖
26. For the last eight years, Charles Schwab has been the champion for the individual investor.
Today, Charles Schwab wants to cultivate a new generation to meet their financial goals.
WANT PLAN IT.
TALK TO CHUCK.
IT.
Recognize what it is Take action to The first step in
you truly desire. reach that goal. your plan to
financial
success.
27. CREATIVE ECO-SYSTEM | HOW IT
WORKS
STEP 1 | HYPE STEP 2 | STEP 3 |
MICROSITE SCHWAB.COM+DM
49. ONLINE RADIO SPOT
#1: (Woman): ―The perfect house for my family and I – the one I’ve always
dreamt of, but how can I make it happen? I need to be sure…‖
If you want picket-fence, get off the fence.
#2: (Man): ―In summer, I essentially live on my boat. I’ve always said I’d have a
house on the river one day, but I’m still in the same apartment with my college
roomies….‖
If you want waterfront, move away from the storefront.
#3: (Couple): ―As soon as we got engaged, we envisioned a wedding on Waikiki
Beach, but we just can’t find the time to make it happen…‖
If you want a destination wedding, do more than elope.
At Charles Schwab, we understand that the idea timeline of your life differs from
that of everyone else in the room. Get the financial advice you want with the
perspective you need. Want it, plan it, Talk to Chuck.
51. MEDIA | ECOSYSTEM
DIGITAL
Online
Interactive Billboards
at public spaces of
top 4 DMAs
Banners Online
Newspapers/Magazines
Bus
Pandora/Spotify Radio stop, Subway, Airport
Ads , Mall Ads
OOH
―Want it. Plan it. Promoted
TTC‖ microsite Twitter Trends ―Want it. Plan it. TTC‖
Storybook/Investing Handbook
Mobile/Tablet
DM
52. MEDIA | THE BREAKDOWN
Budget Appropria ons by Medium
4%
9%
Digital
OOH
58% Produc on/DM
29%
Con ngency
53. MEDIA | THE BUDGET
Digital Medium Specifics $ Spent
Make Your Digital
OOH Medium Specifics $ Spent
“Want it. Plan it. TTC” Site $6,000,000
Storybook/Timeline In top DMAs
Traditional bus stop, Subway, $1,000,000
airport, mall ads
Mobile/Tablet “Want it. Plan it. Talk to Chuck.” $2,000,000 Touch screen/take and
App, Pandora, Spotify, Online
Interactive OOH Ad $5,500,000
upload photo for “Want it.
Magazines/Newspapers for Plan it. TTC.”
Mobile/Tablet, iAds
Total $6,500,000
Promoted Twitter Trends #whatdoyouwant $2,000,000
Banner Ads Facebook, WSJ, New York Times, $1,000,000
DM $ Spent
Chicago Tribune, LA Times, Miami
Herald, Cosmopolitan, Men’s “Want it. Plan it. TTC” Storybook/Investing Starter $500,000 (from
Health Handbook Direct Mail Campaign production)
Pandora & Spotify Ads (Can be for targeted $1,500,000
demographics) Total $500,000
Total $12,500,000
Production Contingency
2,000,000 $1,000,000
Total Q1-Q2 Campaign Budget $
22,000,000
54. METRICS FOR SUCCESS
# of YUMs
who open up
new Long-term
accounts YUM retention
rate
Efficacy of media
# of YUMs that
placements (e.g.
register through
impressions, click-
startwithchuck.com
through
rates, website
hits, Google
analytics, and social
media sharing rate)
55. THE CAMPAIGN WORKS BECAUSE…
DELIVERS THE PRACTICAL BENEFITS OF
INVESTING WITH CHARLES SCHWAB
BUT ALSO INTRODUCES CHANGED BRAND
PERCEPTION TO THE TARGET AS A RELEVANT
BRAND THAT UNDERSTANDS THEIR LIFESTYLES
AND VALUES
60. Maggy, 21 years old
• Motivation for achieving financial success:
―I’m motivated to achieve financial success
because that will be a natural byproduct when
I achieve my goal of becoming a Physician’s
Assistant.‖
• People to provide for: ―I want to be able to
support my family and friends (those
immediate to me now and my future family).‖
• Do you currently invest? YES, very recently
• When did you start investing: ―About 2
weeks ago, actually. I was setting up my
retirement and my financial advisor wants me
to play the stock market with this fund.‖
• What are you currently investing in? ―My
broker/financial advisor will select my
• Single, no dependents investments, but I know they will be big brand
• Full-time student in 5-yr. PA names (eg. Facebook, Apple, etc.)
program • Do you have a broker? YES, ―He’s my
cousin and I really trust his professional
• Part-time home care health opinion.‖
aid • Have you heard of Charles Schwab?:
―Yes, but I’m not sure of any true associations
with the company. I started investing based on
recommendations from my family’s financial
advisor/broker.‖
61. Christine, 38 years old
•
•
Are there people in your life that you want to provide for?
―I live with my boyfriend and we split costs for the condo we
live in and all other expenses, including our daughter. I really
•
only think about the health and security of us three.‖
Single, living with boyfriend, 5
•
Where do you primarily get your financial advice
year-old daughter from?―Mostly learning over the years from peers and
common knowledge of knowing to save. When it comes to
buying stocks I only do so when I hear news from others I
trust, when I was younger I worked closely with a broker but
Partner/owner and hairstylist
•
not anymore.
at a salon Do any of your family members (especially parents)
invest? How aware are you of their investment habits?
•
Both retired and live on pension and/or social security.
•
Do you currently invest? Yes
“When I was younger and What are you currently investing in? Index mutual fund
•
with Vanguard and staple stocks such as Disney and J&J
single I felt like I had the Do you have a broker or are you an independent
investor? When I was younger and single and the market
ability and more money to play was much better (2000) I worked closely with my own broker
who was close friend of mine and worked for Raymond
around with so I bought and James. He got me involved because he knew about stocks
•
and it was easy to get started.
sold a lot of stocks and held
Have you heard of investment brokerages? What comes
hedge funds. Now that I have a to mind when you think about them?Knows and/or has
heard about a few..E*trade is a discount broker, Merrill Lynch
daughter to care for and has been around longer and is for larger purchases working
•
closely with a broker.
bigger bills my money is
•
Have you heard of Charles Schwab? Yes
invested in safer long term What are the first three things that come to your mind
funds.” when you are thinking about CS? Talk to Chuck, Don’t
know many or any people that use CS, therefore I wouldn’t
switch to it
62. Pete, 35 years old
• Motivation for achieving financial success:
―Not particularly, however, I do want to live a
good life and be able to stay busy.‖
• People to provide for: ―I want to be able to
provide for my wife , and eventually, my
parents.‖
• Do you currently invest? Yes, in a 401K.
• When did you start investing: ―Maybe 5
years ago.‖
• Do you have a broker? ―Mapstone—my
business uses it and it is part of AXA
Advisors.‖
• Married, no dependents • Have you heard of Charles Schwab?:
• Small business owner ―Yes…’Talk to Chuck.’‖
“The thing I can’t stand is when • 3 First Things That Come to Mind: ―Talk to
Chuck, financial investment, retirement
brokers call my business to try to plannings.‖
get me to switch over. Before I • Opinions of Company: ―Charles Scwab
seems reputable.‖
owned the business, they would
always pronounce the owner’s • Opinion on Investing When Young: ―Until
you can put the maximum amount into your
name wrong, didn’t know 401K at a time, there’s no real need for
anything else. From what I understand, after
anything about us, and it was just talking to my financial advisor, it’s all about life
extremely impersonal feeling.” insurance. You can get so much out of that.‖
63. Carrie, 34 years old
• Do you currently invest?
“Yes, in a 401K. My
company also uses ESOP.‖
• When did you start
investing: ―8 years ago.‖
• Do you have a broker?
―ESOP.‖
• Have you heard of
• Married, no dependents Charles Schwab?: ―Yes.‖
• Human Resources Manager/Recruiter • 3 First Things That Come
to Mind:
money, investment, big
corporation
64. Adam, 25 years old
• Do you currently invest?
“Yes, in a 403B
• Do you have a broker?
―DWS Financial Services—
my employer uses them.‖
• Have you heard of
Charles Schwab?: ―Yes.‖
• 3 First Things That Come
to Mind: their
• Single, no dependents commercials, financial
• Research Technician management, their
• Med student marketing
65. Farbod, 30 years old
• • Do you currently invest?: Yes, within past year
•
• What are you currently investing in?: 20%
Single, no dependents shares in Apple, 25% in Facebook, and 50-55%
on Coke, Boeing, and Sirius. Some more.
•
• Do you have a broker?: No, Independent
Iranian investor
• Why do you choose to invest independently?:
•
Computer Sales for a start-up Just started and is on a "minimal level". Because
he only has a handful of stocks, he didn't think it
was necessary. Researched online, read a Jim
Income: $100k+ Kramer book. May take on a broker when he
expands his holdings.
Key attributes when looking for a • What mainly influences your investment
decisions?: Googling, reading, personal
brokerage: Proof of success. Wants to
research.
talk to someone that can prove their • Have you heard of investment brokerages?
success. They do not have to be relatable What comes to mind when you think about
and young but someone who knows what them?: Not much, no real opinion: He used E-
trade in the past, but it was online and not
they are talking about. They have to be in someone you go to. He doesn't really have an
touch with today's market. Older is better opinion either way.
because that is someone he can more • Have you heard of Charles Schwab? Yes.
likely trust. • What are the first three things that come to
•
your mind when you are thinking about CS?
investing, money, retirement
Motivation for Financial Success: Family and • Brand Perceptions: reputable, (prodded to
•
parents, wants to retire at an earlier age than the remember "Talk to Chuck" ads). It's a sold
normal age for retiring (ex. 63 years old). brand, but he has no opinion on it because he just
Financial advice: Researches himself does not know enough.
•
online, knows most sites are not reputable, uses • How comfortable are you investing currently?:
Google anyways Not super comfortable, doesn’t know what’s going
Do any of your family members (especially on.
parents) invest?: No one in his family.
66. Carlos, 32 years old
•
• Do you have a motivation for achieving financial
success? And what do you perceive that success to
be? ―Of course I have motiviation for financial success, but I
live alone and I don’t take my parents into consideration
Single, no when it comes to financial security. I do have in mind the
•
possibility of taking care of a child in the future.‖
dependents • Where do you primarily get your financial advice from?
―From myself with my own research on my own time. I use
sites like finance.yahoo and any news I read.
Junior Accountant • Do any of your family members (especially parents)
invest? How aware are you of their investment habits?
Both Parents are not involved investing.
“For the simple trades I’m •
•
Do you currently invest? Yes
What are you currently investing in? Two stocks, Bank of
doing I don’t need to pay America and Fusion-io
• Do you have a broker or are you an independent
someone to make a trade for investor? Uses Scottrade and barely has ever spoken to a
broker except for purchase and sell occasions. Speaks to a
me. Plus I decide what I want different person every time, doesn’t even know broker’s
to buy before I even go to the name.
• What mainly influences your investment decisions? ―I
Scottrade website.” feel like I know how to manage my own money well and
investing will make my life in the future more financially
secure.‖
• Have you heard of investment brokerages? Yes, knows
“ Scottrade is just easy and the basics: E*trade is online, Merrill Lynch is more
established.
cheap, I don’t make many • Have you heard of Charles Schwab? Yes, knows ―Talk to
Chuck‖ but not much else
trades so when I do being able • -What are the first three things that come to your mind
when you are thinking about CS? Discount broker, One
to simply go online and click a of the original brokerage firms (false), more service based
few buttons is best for me.” than Scottrade
68. Brand/Client: Microsoft Bing
Lead Agency: Droga 5
Recognition: 2012 Gold Effie Winner
Case Study Video: http://www.youtube.com/watch?v=XNic4wf8AYg
Challenge
Ongoing fierce rivalry between Microsoft and Google, mostly in Google’s favor when it comes to search
engine tools.
Despite a large, mass media advertising campaign after its launch, Bing’s share was below 10%, while
Google maintained a dominant position over 70%.
69. Opportunity
―Informed searchers‖ and ―connected socializers,‖ shich together account for 20% of all users
and 47% of all searches.
Two micro-segments within these groups to target: teens and African Americans
Objectives
Shift perception of Bing and drive usage of the core search product among a younger target
and African Americans in particular.
Drive sustained online buzz with at least 1600 positive mentions and a positive sentiment
score of 10%.
Big Idea
A month-long interactive game experience that played out all over the world by putting every
page from Jay-Z’s autobiography in a different location based on the content of the page, and
connected them all together with Bing Search & Maps.
Results
Market share: increase to 11.8% (highest point since its launch in 2009).
Bing entered Top 10 Most Visited U.S. Websites list for the first time.
Majority of site visitors (75%) fell into the targeted segments: 71% of site visitors were
between the ages of 15-34 and 32% were African American.
A total of 8,983 social media mentions with aggregate positive sentiment at 9%, above the
Bing average.
70. Brand/Client: US Postal Services
Leading Agency: Draft FCB
Recognition: 2012 Silver Effie Winner in SME Retailer
Re-Staging
Challenge
● PO Boxes experienced declining revenue for 3 consecutive years - 34% were vacant
● It was time to re-launch a 200-year-old brand
● ―Make a PO Box Relevant in Today’s Electronic World‖
Opportunity
● "Your Other Address" established the PO Box as your privacy getaway and helped to elevate it from a grudge purchase to
aspirational
Objective
● Each element along our activation path reframed the consumer's perception in a disruptive manner
● It launched in four key markets and 1,100 Post Offices for a 20-week period.
Results
● The downward trend was reversed, test markets outperformed control markets for 16 straight weeks. Welcome to Your Other
Address
Case Study Video
● http://www.effie.org/winners/showcase/2012/6599
71. Brand/Client: Volvo
Leading Agency: Euro RSCG NY
Challenge
● Volvo wanted the release of its S60 to get noticed. Its campaign needed to generate a lot of buzz, expand its consumer base by appealing to a
younger demographic in high-income households, and reinvent the brand's identity. Volvo needed an online marketing solution to promote the
S60 in an interactive and engaging way that would make it stand out from the competition.
Objective
● Drive awareness, recommendation and purchase intent for the S60 model
● Position the S60 model as a luxurious option for high income households
● Create groundbreaking ads to set Volvo's brand apart in a competitive car industry
Strategy
● Volvo's branding strategy was to engage consumers by creating an integrated cross-platform campaign, on mobile and desktop, with
unique, captivating ads. They used large ad formats such as the YouTube homepage masthead, interactive mobile videos and rich media to
invoke emotional response from their target audience, and deliver a high impact message. The campaign specifically targeted smartphone
owners, a demographic likely to have higher household incomes and be in the market for a vehicle like the S60.
Results
● use cutting-edge media technologies helped it reinvent the company's image.
● Business
○ 88% increase in purchase intent 78% rise in recommendation intent
○ 240% brand favorability increase
○ Very positive press coverage for the campaign - online
○ and on TV
● YouTube
○ 9.6% interaction rate on masthead unit, compared with a 2.1% industry standard
○ 149% lift in brand queries on YouTube for Volvo
○ Volvo's website traffic rose by 293%
● AdMob
○ Exceeded average mobile campaign brand lift by 11x*
○ Average user interaction with ads was 1 minute, which is 20% higher than the industry norm.
* In Brand Metrics of Aided Awareness, Brand Favorability and Purchase Intent.
Source: Insight Express Study, Dec 2010, n=125
Case Study Video
● http://www.google.com/adwords/watchthisspace/case-studies/volvo/
72.
73. Brand/Client: Old Spice
Lead Agency: Wieden+Kennedy
Challenge
· Founded in 1938 Old Spice had made little progress expanding in the market up until the late 2000’s
· Other competitors such as Axe have dominated the market of younger users and generic brands such as speed
stick directly compete in the general population
Opportunity
Old Spice had a lot of room to grow in media nearly untapped by other competitors
Realized that their target market are heavy social media users
Target market appreciates quick, witty video segments
Objectives
Change perception of Old Spice from Grandfather’s deodorant to your deodorant
Promote ―Original‖ product as an Old Spice staple and allow new products to grow within very willing younger
demographic
Grow and promote within social media, gaining share from direct competitors
74. Big Idea
Classic Scent- ―The original. If your grandfather hadn’t worn it, you wouldn’t exist.‖
―The man your man could smell like‖
· addressing the viewer in confident, rapid-fire monologues which promote the benefit of using Old Spice
products. While reciting the monologues, Mustafa progresses through various
activities, locations, costumes, and/or extraordinary situations, all while maintaining constant eye-contact
with the camera, and a nonchalant demeanor. The advertisements typically feature a surprise ending.
Results
sparked an Internet phenomenon, reaching more people than Procter & Gamble (Old Spice's parent
company) could have possibly fathomed. The ad amassed 220,000 YouTube views in the few short
hours after the Super Bowl, and the video continually gained about 100,000 views every few hours.
Even comments on sites like 4Chan and YouTube were overwhelmingly positive. The video had gone
officially viral.
In 48 hours, Old Spice earned nearly 11 million video views, and gained about 29,000 new Facebook
fans and 58,000 new Twitter followers. (Marathon or responses)
The New York Daily News gave the initial ad a favorable mention, citing Mustafa's "wildly smug, cool-cat
smooth dude persona", which "helped make the cologne commercial pop. People magazine's Blane
Bachelor called Mustafa's monologue "sharply scripted" and his character "smug, and over the top". The
commercial was a hit on video-sharing websites, such as YouTube, where it had already received over
34,700,000 views by August 6, 2011 In June 2010 the ad won the Grand Prix for film at the Cannes
Lions International Advertising Festival, and in July 2010 it won a Primetime Emmy Award for
Outstanding Commercial.
75. Scottrade Website
The entire site is tab oriented with descriptions of each
service that Scottrade offers, most importantly on every page
with information there is an “Open a New Account” link that
brings you to the registration page.
• The Home page displays the three main functionalities that
the website should provide:
1) Why , how and a direct route to opening a new account.
2) Streaming quotes and current markets activities
3) Informational tools such as how to find the closest
office, links to educational pages and how to use the
mobile app.
Each tab is a gateway to a different service of Scottrade.
within each tab different options are provided, whether it be
how to use the mobile app with blackberry vs. iPhone
or different platforms you can use when trading online.
• The knowledge Center has generic education with videos
and links. These are not specifically tailored to
Scottrade, rather they are guides of how to manage your
taxes or the option to subscribe to KnowHow News which
offers timely articles with expert perspectives on investing.
76. Scottrade Twitter Page
• 5,351 Tweets (7/12/12)
• 15,391 Followers (7/12/12)
• 4,876 Following (7/12/12)
• Welcome! @Scottrade is your source for the
latest news, updates, special events and
customer feedback.
• They follow employees, clients, other
financial analysts and prominent
figures such as late Steve Jobs
• Images consist of employees helping
out the community, platform
screenshots and a map of Scottrade
locations.
• Similar to the facebook page posts
have links to interesting financial
articles, others have quick hints for
investing.
77. Scottrade Facebook Page
• 28,626 likes (7/12/12)
• 276 talking about Scottrade (7/12/12)
• Most of the posts are quick tips and current
reminders about the best way to learn
about options trading or that the market
will be closing early.
• Posts by others are mostly questions for
Scottrade. Simple ones such as “if I live in
Nigeria how do I wire transfer my money?”
or “I‟m getting an error while launching
Scottrader, can anyone help?”
• Most other posts by Scottrade consist of
links to videos or informational webpages.
• Scottrade attempts to interact with their
customer by posting fill in the blank
sentences that nearly everyone would
have an opinion on.
78. Scottrade Youtube Channel
• 942 Subscribers (7/12/12)
• 159 Total Videos (7/12/12)
• 1,027,439 Total Views (7/12/12)
• Most of the videos on the Scottrade Youtube channel are educational. There are playlists of
informational videos for each division and service that Scottrade offers. Simply described,
these educational videos are PowerPoint presentations with a member of the Scottrade
Educational Team speaking to the audience.
• There are other playlists of
advertising campaigns consisting of
30 second spots of “I’m with
Scottrade”
• Other playlists consist of streaming
quotes from happy
customers, employees describing
their careers and behind the scenes
of the success of various
promotions.
79. Charles Schwab Website
• Schwab.com
• Client Login Website
• Series of Blogs
Personal Side of Money
Aboutschwab.com
Shares personal Schwab stories and
experiences
Schwab Talk Poll—"Advice from Mom"
20%: “money saved, money earned”
45%: “$ doesn‟t grow on trees”
3%” “spend like no tomorrow”
9%: “give generously to those in need”
23%: “wait for it to go on sale”
• Blogs provide helpful information and sense of
personal relevance, found most easily through twitter
links, but could be easier to find
• Schwab.com could direct people exactly how to
start investing (and learn about it) with "quick-start"
option
80. Schwab Twitter Handles
@CharlesSchwab –23,302 followers
• Provides insight for personal finance matters
• Links to articles of interest
• Both from Schwab itself and financial news sites
• Tweets initialed by poster=emphasis on the personal
investor
@SchwabService—2,135 followers
• 5 interactions since 8/31/2010
• Helps with questions and info about Schwab
• @SchwabService could be deleted *@CharlesSchwab
functions well
81. Schwab Facebook Page
51,186 fans, 172 talking about this):
• Interact often with the “Oh Chuck! I Blew My Cash” promotion.
• Provide mainly positive reviews of Chuck
Is this controlled by the “Rules/Guidelines" established
and suggested for users of the page? NEGATIVE
COMMENTS SUGGEST NOT
• Ask questions about investing and technical difficulties with the
website
• Schwab provides feedback to the user in a personal manner
• Initials of the Schwab page administrator are provided with
each reply comment
• Helpful links, numbers, and tips are suggested to help fan solve
the issue or resolve their question
Nonprofits Schwab has contributed money or time to provide
links to articles where Schwab has helped “do good” for
them
• Schwab provides links to articles/blogs/videos through their
websites and other places to provide insight on financial issues
and the corporation itself
• Schwab‟s dependable, respected image is maintained
through the Facebook page.
82. Schwab Youtube Channel
Video Sections:
"Oh Chuck! I Blew My Cash Submissions
Financial Help
Community & Financial Literacy
Active Trader
Advisor Services
• Videos in a variety of tones also provide a
variety of useful information to inform the
consumer
• Interactive AND Informational channel
83. Schwab Mobile
• Schwab Advisor Center
No ratings
• Schwab Workplace Retirement
2 of 5 stars (5 ratings)
• Schwab Mobile
3 of 5 stars (57 ratings)
Could maybe provide advice as well
Many reviews say the app crashes frequently
• Schwab should rely solely on Schwab Mobile
app--others not used and must not be what the
consumer is looking for; with focus on one
app, service and reviews could improve
84. Fidelity Website
The initial screen of the website isn't very welcoming; while 'Why
Fidelity' may be a positive way to make an impression to especially
first-time users, the first impression isn't very user-friendly.
• Main Functionalities:
• -Links to its social media/mobile platforms (Facebook, Twitter,
YouTube, mobile app, nearest investor center locator)
• Horizontal tabs on top of website that indicates variety of
services and info
• Main functionalities' content deals with
o 1. Why Fidelity (differentiation)
o 2. Customer Reviews (brand loyalty)
o 3. Market Insights (research & information)
o 4. 200 Free Trades (getting your bang for your buck)
• No specific service that targets specifically to YUMs
85. Fidelity Twitter Page
•1,732 tweets (7.12.2012)
•50,038 followers (7.12.2012)
•Compared to Facebook, Fidelity‟s
Twitter account has little individual
conversations with users. More one-
way activities.
•Headline news about recent trends
in the market.
•A lot of the images are shared with
those on its Facebook page. No
additional value that uniquely pertains
to its Twitter handle.
•Ultimate purpose is again, to lead its
viewers to the main website.
86. Fidelity Facebook Page
•58,361 (7.12.2012)
•419 talking about this (7.12.2012)
•Posts are financial market news that are
mostly linked to Fidelity‟s website; tutorial videos
about investing and similar services that Fidelity
provides.
•Photos posted are mainly about Fidelity‟s
community service activities and visuals
(graphs, infographics, charts) about financial
market.
•All sections of Facebook all connects to either
main website or phone service; the „Need Help‟
tab provides direct option link to contact a
representative by either e-mail or chat.
•Fidelity also performs active customer service
to users who talk about Fidelity on Facebook by
commenting on their posts, especially when it
pertains complaints about the firm‟s services.
87. Fidelity Youtube Channel
•173 subscribers (7.12.2012)
•196,784 video views (7.12.2012)
•25 videos (7.12.2012)
Mainly videos about current market trends, tutorial videos
from Fidelity speaking about recent news and how that would
affect investors (ex. Medical care)
88. Fidelity on Mobile
Provides diverse options to track, check, and
trade on mobile. Would be especially useful to
heavy users who are also on the go, and/or
users of a younger and more tech-savvy
demographic who'd prefer instant information
rather than waiting on the phone or physically
visiting the store.
While there is no clear quantitative data on the
usage rate and sentiment, the options still show
that Fidelity is tech-conscious and is making an
effort to accommodate different platforms for
its users.
-Mobile options as a potentially
appealing aspect to YUMs who are searching for
a brokerage for the first time?
