CME Group: Social media and the Global Financial Leadership Conference, presented by Evan Peterson
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The document details the 2014 CME Group's social media strategy during its Global Financial Leadership Conference, emphasizing the importance of engaging content and thought leadership. It highlights methodologies for content integration, audience engagement, and the use of social channels to enhance brand awareness and customer interaction. Key outcomes included significant increases in Twitter engagement and a robust multimedia content strategy surrounding the event.
CME Group: Social media and the Global Financial Leadership Conference, presented by Evan Peterson
- 1. SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO CME Group Evan Peterson Social media and the Global Financial Leadership Conference
- 2. Social Media & The Global Financial Leadership Conference Evan Peterson @evanmpeterson @Open_Markets
- 3. © 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
- 4. © 2014 CME Group. All rights reserved. Who Presents?
- 5. © 2014 CME Group. All rights reserved. Opportunity Publish High Quality Content To: • Engage Customers/Followers • Spark Conversation • Make Conference Available Everywhere • Enhance our Brand
- 6. © 2014 CME Group. All rights reserved. Company Page 2007 20092008 2010 20132011 2012 Energy Grains Equities FX Rates Metals Media * @CMEGroup Japan
- 8. © 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
- 9. © 2014 CME Group. All rights reserved. OpenMarkets Magazine
- 10. © 2014 CME Group. All rights reserved. Leveraging Assets & Resources Video Interviews Photos Text
- 11. © 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
- 12. © 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?
- 13. © 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
- 14. © 2014 CME Group. All rights reserved. Conference App Proprietary Twitter Streams OpenMarkets Access Real Time Messaging Integrate Content
- 15. © 2014 CME Group. All rights reserved. Social Channel Usage Headlines & Photos Client Interest Behind-the- ScenesPhotos
- 16. © 2014 CME Group. All rights reserved. Twitter #GFLC13 517 mentions of the hashtag in 2013, compared to 291 uses in 2012 100 tweets 224 retweets 51 favorites
- 17. © 2014 CME Group. All rights reserved.
- 18. © 2014 CME Group. All rights reserved. Media Coordination
- 19. © 2014 CME Group. All rights reserved. 2013 2 days 130 social shares 1 million+ impressions 21 video interviews 10 blog posts 6 videos
- 20. © 2014 CME Group. All rights reserved. Lessons What our audience wants to see: Timely Relevant
- 21. © 2014 CME Group. All rights reserved. Lessons Archived Content
- 22. © 2014 CME Group. All rights reserved. What’s Next • Interactive Media Wall • Determining New Capabilities for GFLC App • CME Group LPGA Tour Championship
- 23. © 2014 CME Group. All rights reserved. Thank You @evanmpeterson evan.peterson@cmegroup.com
- 24. Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO