cme group: social media and the global financial leadership conference, presented by evan peterson
TRANSCRIPT
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
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CME GroupEvan PetersonSocial media and the Global Financial Leadership Conference
Social Media & The Global Financial Leadership Conference
Evan Peterson
@evanmpeterson
@Open_Markets
© 2014 CME Group. All rights reserved.
• A new kind of event for our industry
• Launched 2008
• Exclusive annual event for select CME
Group Customers (Not open to public)
• Establish thought leadership presence
that extends beyond our industry
© 2014 CME Group. All rights reserved.
Who Presents?
© 2014 CME Group. All rights reserved.
Opportunity
Publish High Quality Content To:
• Engage Customers/Followers
• Spark Conversation
• Make Conference Available
Everywhere
• Enhance our Brand
© 2014 CME Group. All rights reserved.
Company
Page
2007 2009 2008 2010 2013 2011 2012
Energy
Grains
Equities
FX
Rates
Metals
Media
*
@CMEGroup
Japan
© 2014 CME Group. All rights reserved.
OpenMarkets Magazine
Digital content hub
launched to:
• Position CME
Group as a high-
level thought leader
• Engage Followers
• Increase brand
awareness
• Drive business
growth
© 2014 CME Group. All rights reserved.
OpenMarkets Magazine
© 2014 CME Group. All rights reserved.
Leveraging Assets & Resources
Video Interviews Photos Text
© 2014 CME Group. All rights reserved.
Planning Process
• Begin 4 Months Out
• Meet Every 2 Weeks
• Coordinate with video team 2 weeks out
• Daily meetings week before
© 2014 CME Group. All rights reserved.
Planning Process
• What resources are available?
• How interested is our audience?
• What can we do in real time? • What are the best stories?
• Are there any restrictions or
sensitivities?
© 2014 CME Group. All rights reserved.
GFLC.com
• Event Videos and
Photos
• News coverage
• OpenMarkets Feed
Integrate Content
OpenMarkets
• Blog posts covering
sessions
• Video interviews with
speakers
• Post-event magazine
stories
• Photos and event
videos
© 2014 CME Group. All rights reserved.
Conference App
Proprietary
Twitter Streams
OpenMarkets Access
Real Time Messaging
Integrate Content
© 2014 CME Group. All rights reserved.
Social Channel Usage
Headlines & Photos
Client Interest
Behind-the-Scenes Photos
© 2014 CME Group. All rights reserved.
#GFLC13
517 mentions of the hashtag in 2013, compared to 291 uses in 2012
100 tweets
224 retweets
51 favorites
© 2014 CME Group. All rights reserved.
© 2014 CME Group. All rights reserved.
Media Coordination
© 2014 CME Group. All rights reserved.
2013 2 days 130 social shares 1 million+ impressions 21 video interviews 10 blog posts 6 videos
© 2014 CME Group. All rights reserved.
Lessons
What our audience
wants to see:
Timely
Relevant
© 2014 CME Group. All rights reserved.
Lessons
Archived Content
© 2014 CME Group. All rights reserved.
What’s Next
• Interactive Media Wall
• Determining New Capabilities for GFLC App
• CME Group LPGA Tour Championship
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO