Case Study: Crafting a strategy for B2B - building relationships and advocacy with social media

1. @allanschoenberg/@CMEGroup
Marketforce: Social Media in Financial Services 6 March

2. Media
Grains
Career Group
Equities Energy EMEA
Int Rates
2007 2008 2009 2010 2011 2012 2013
FX Company Metals CMEGroupTV
Page
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5. Brand enthusiasm: Turn followers into “fans”
Loyalty: Build on service; go to our customers
Advocacy: Educate and maintain support
Monitor: Issues management in real time
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9. Avg. Visit Pages/Visi
Top 10 Referred URLs Visits Pageviews
Duration t
www.cmegroup.com/education/trading_challenge/ 731 1135 0:02:08 1.55
www.cmegroup.com/ 677 2866 0:04:41 4.23
www.cmegroup.com/trading/agricultural/grain-and-oilseed/soybean.html 228 351 0:02:42 1.54
www.cmegroup.com/education/featured-reports/cme-group-currency-market-
monitor-2012-q4.html 204 257 0:01:00 1.26
www.cmegroup.com/education/events/2013-01-29-cme-fx-markets-in-a-zero-rate-
world.html 135 173 0:00:29 1.28
www.cmegroup.com/trading/energy/crude-oil/light-sweet-
crude_quotes_settlements_futures.html 124 139 0:00:32 1.12
www.cmegroup.com/trading/agricultural/ 93 659 0:07:43 7.09
www.cmegroup.com/trading/agricultural/grain-and-oilseed/corn.html 90 180 0:06:37 2.00
www.cmegroup.com/education/options.html 63 110 0:01:29 1.75
www.cmegroup.com/trading/agricultural/grain-and-
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oilseed/wheat_quotes_globex.html 51 79 0:01:50 1.55

11. • Treat content as an asset
• Do not separate social from the brand
• Form a diverse committee (internal & external)
• Know your content influencers (internal & external)
• Maintain a consistent presence
• Leverage partners and vendors
• Measure your success (and failure)
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12. @allanschoenberg
www.b2bvoices.com
@CMEGroup
www.cmegroup.com
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