Taming the Financial Content BeastPutting content in the context of the customer journey

Content and Customer Journey?

Company Internal3

State Street 2016 Asset Owners CampaignObjectives and Content Assets

Enhanced Research Deck

Assets for Client-facing TeamsAvailable in February

Research StudyClient Letter

and Email

New! Special Reports on Risk and Governance

Sales FAQs

Executive Librarywith 17 Contributors Q&As

Dedicated Campaign Pagewith Data Visualization Tool

http://statestreet.com/pensionswithpurpose

7 Country Decks

UK, Germany, Nordics, US, Canada, Australia, Japan

Create a minimum of 20 live interactions with top clients and prospects in key markets in the first 6 months of 2016

Claim State Street’s thought leadership and maximize visibility of our content in the core markets

Create awareness, primarily among client-facing teams, around the challenges and opportunities in this sector

Content Marketing

Content MarketingFocus

Identify and exploit content opportunities and drive quality output and processes

1. Understand and define our audience, content framework and metrics. 2. Utilise a wide range of inputs from within and outside the business,

including SEO insights to create high quality content and reach solutions.

3. Optimise content production process and drive quality in device-led journeys. Drive quality in agency and supplier relationships and grow the team to bring expertise in house.Key Objectives

1. Increase visibility of Nationwide content, products and services – Increase Share of Voice across non-branded SEO keywords for product. Visibility in organic search results, traffic (organic & referral), social and paid reach, number and quality of backlinks

2. Deliver High Engagement through content for prospects and customers - Bounce Rate, Average Time on page, Average Time on site, Unique page views, Completed Video views

3. Increase non-customer spontaneous brand awareness - Awareness, sentiment, social likes and shares, potential impressions (metric which estimates the number of potential impressions based on the number of engagements [social shares & comments] on all coverage of the source content)

Content MarketingStrategy

Operational

Framework to govern Content activity

from business need to delivery and then

to measurem

ent

Content MarketingStrategy

Earned Media Content Framework uses the following 7 Pillars:

Support & “How to” Citizenship Campaigns

Guides & Life stage

Help

Thought leadershipPR

• Buying your first home• Going abroad• Starting work• Products & services.

• Big Local Vote – charity to get £5k

• Training at schools• Name our woodland• Red Nose Day• Big movie money video

• Fraud education - phone scams

• Customer Service• Ways to bank with us• “Did you know” knowledge

share – travel advice, emergency help.

• #Its people• “Trust” campaign (align to Marketing Annual Plan)• Products & services

• Press releases & news coverage

• Latest FCA complaints data and how NBS compares

• Nationwide Now – more access to mortgage consultants via video

• The impact of the #Budget changes

• New pension changes• House Price Index &

Regional Index• Consumer Confidence

Index

People & Careers

• Meet the team (Twitter/YouTube)

• People moves/ appointments

• Careers & opportunities• Apprentice

programmes• Employee blog

Content MarketingMaturity Model

For internal use only. Not for distribution to the public.

• Financial Advisors• Institutional Investors• Centers of Influence• Thought Leaders

• Financial Media, Journalists• Financial Advisors• Individual Investors

• Financial Advisors• Centers of Influence• Thought Leaders• Existing & potential investors

• Employees & Candidates• Financial Advisors • Existing & potential investors• UHNW Millennials & Women

• UHNW Millennials & Women• Financial Advisors• Centers of Influence• Employee Candidates

LEGG MASONCURRENT SOCIAL FOOTPRINT

• Offer LinkedIn’s 323K FAs industry and market-related content to stay up-to-date on their interests

• Provide members of the press with industry and market-related content to amplify their own social media impact

• Highlight expert viewpoints and practice-management how-tos

• Address key investing challenges• Offer public touchpoint for CEO

• Showcase philanthropic endeavors• Share company and individual

accomplishments• Offer market-focused content

• Illustrate who we are & what we do• Offer an inside look at the culture• Build individuals & affiliates• Engage with dynamic visuals

Goal Audience• Affiliate and industry insights• Premier conferences and events• Infographics, videos• HR Content: #LifeAtLeggMason• Philanthropy

• Affiliate and industry insights• Press releases• Premier conferences and events• PR/media appearances and events• HR Content: #LifeAtLeggMason

• Affiliate and investment insights• Business building• Investor education• About Legg Mason • CEO quarterly reports

• Affiliate and industry insights• Infographics, awards• Environmental/Sustainability efforts• Community/Volunteerism• HR Content: #LifeAtLeggMason

• Infographics, awards• PR/media appearances and events• HR Content: #LifeAtLeggMason• Holiday, Volunteerism

Content

For internal use only. Not for distribution to the public.

LEGG MASONSOCIAL MEDIA STRATEGY

Audience Tactics Best Practices

FAs, institutional investors, centers of influence

Organic and sponsored content. 5/week.

Engaging rich media, infographics, user-focused questions, clear CTA, link to site, snackable-sized content, test and learn

Financial press/media and journalists

Organic and promoted content. 30-50/week.

Snappy headlines, captivating images, timely, clear CTA, link to site, snackable, shareable, test and learn

Financial Advisors, investors, potentials

Post videos around P.M. interviews, investor education, the firm. 2-4/month.

Utilize as a search engine, drive traffic to from social media posts. 30 second to 3 minute videos.

Employees, candidates, FAs, UHNW millennials, women

Corporate citizenship, #LifeAtLeggMason, awards, thought leadership. 4/week.

Variety, timely content, people-filled images, hashtags, a clear CTA, and link, respond to comments

UHNW millennials and women, employee candidates

Inside look at culture, values, & events; infographics. 2/week.

Interesting images (people/objectives), hashtags, infographics, user-focused copy, respond to comments

For internal use only. Not for distribution to the public.

Specific Goals

LEGG MASONHOW WE MEASURE SUCCESS

KPIsIncrease engagement rate 10% per platform average

Specific Goals

Increase followership 15% per each platform

Increase social CTR to website by 10%

Create content manual, execute best practice training + how to write per platform

Align to website engagement goals of 10%

Expand global presence by targeting messages by geography and promoting international events

Perform test-&-learns on SalesNavigator & Hearsay Social

Increase utility of Promoted Tweet and Facebook campaigns, and new social functionalities

Communicate directly with Facebook and Instagram followers

Continuously test resources, targets, and social products with every paid campaign

Ensure 95% of content has a link to the site

Embed a live Twitter feed onto the homepage

KPIsIncrease EngagementIncrease our social content’s clicks, retweets, favorites, likes, shares, video views, and comments

Expand ReachGrow followership on LinkedIn, Twitter, YouTube, Facebook, and Instagram

Generate More ClicksIncrease clicks to websites through social media

Deepen InteractionsContinuously identify and test best practices-through intelligent testing

Drive ConversionContribute to website engagement

Discussion Points?How do we focus on different audiences or

personas?

Can we map our customer journeys?

Channel choice: where should we focus our efforts?

Content formats: short v long form, new approaches?

Frequency: cadence and contact strategies

Measurement and RoI

Culture and compliance

Taming the Financial Content BeastPutting content in the context of the customer journey