1. 1
Operationalizing Social Media at Citi
March 2010

2. Agenda
Selling it internally
Initial challenges
Initial tasks
Launching our first “real” social projects
Issues we face as a regulated entity
Additional lessons learned
What comes next

3. Online users are spending more time on social sites than ever before
Source: Morgan Stanley
Facebook has gained significant share over past 3 years

4. 4
Growth in social media in the US has been staggering over last 3ys
More Than Four In
Five US Online Adults
Now Participate
Socially
More Than Four In
Five US Online Adults
Now Participate
Socially

5. Social Technographics - 2009
Base: US Online Individuals
Source: North American Technographics®
Benchmark Survey, 2009
INDEX
Online Individuals=100
B of A Citi Chase
107 128 99
111 127 107
119 159 125
106 107 104
107 110 113
93 93 88

6. Initial Challenges
No policies
No technology
No governance model
No dedicated staff
Uncoordinated, “off-the-reservation” efforts
The four horsemen of the apocalypse – legal, compliance, risk, and information security

7. Initial tasks
Design, build, fly
Evangelize
Staff
Listen to the chatter
Find one project to build the foundation around
Fight process with process
Establish command, not control

8. 88
Our social media approach will span the conversational spectrum
Problems / Complaints
Questions
Ratings / Reviews / Feedback
Customer-to-customer support
Negative comments
Misperceptions
Kudos
Determine response
Develop comms.
approach
Apply policy /
procedure
Servicing
Publish content
Educate
Enter dialogue
Target marketing
Establish community
Enhance Relationship
Page hits
Comments
Active users, Followers,
Influencers
Favorites, Pass-alongs
Sentiment
Conversions
Fix systemic issues
Reengineer processes
Improve usability
Enhance offerings
Social
Community

9. 9
How has Consumer NA supported Twitter?
 @AskCiti established in October ‘09 as servicing presence for Consumer NA
– 915 tweets sent as of 3/4
– 293 tweeters following @AskCiti
– @AskCiti following 179 tweeters
 Steering Committee formed to review and approve all proposed tweets daily
 On-boarded CoTweet as an administrative tool to manage Citi Twitter IDs
 Identified & trained Cards/Bank servicing teams which have operated in “practice
mode” since Dec ‘09
 Collaborated with servicing teams to develop proposed Policies & Procedures for
Steering Committee review and approval
GOAL: Fully transition servicing via Twitter to trained agents

10. 1010
Servicing via Twitter – Current State
Project Personnel
Process/Technology
CMO Social Media team leading social efforts for Consumer Bank, NA
25 Bank/Cards customer service agents identified to support Twitter
-Promises team in San Antonio; eServices in Jax
 Formed Twitter Steering Committee to guide Twitter servicing engagement
-Legal, Business Practices review proposed tweets daily
-Review & approve key policies, procedures, project rollout
 Engaged SCM/Procurement to onboard Cotweet as approved Vendor
 Engaged BISOs/TISOs to assess Cotweet relationship
 Collaborate with Compliance/Control to determine audit/RCSA requirements
 Received input from Global Marketing for Twitter voice/tone guidelines
 Partner with Fraud Policy/Risk/CIRT work to expand fraud/phishing detection to Twitter
 Robust training curriculum developed and rolled out to CSRs:
-Twitter 101 – what is twitter/basic communication approach (emoticons & abbreviations)
-Moderator/Agents 201 - Cotweet functionality/capabilities & robust Citi voice/tone
 Created tweet handling flows (moderators/agents) and hand-offs between Cards, Bank, & CMO
 Developed proposed tweeting policies/guidelines/procedures for review & approval
 Aligned key technology/systems to facilitate effective Twitter servicing
- Utilized Twitter to create ID for Citi consumer bank
- Leverage Cotweet to enable multiple tweeters to operate under 1 Twitter ID
- Secured infosec approval for CSR access to Citrix (open Internet access)
- Created Citi sharepoint site to facilitate CSR tweeting practice/feedback sessions
- Incorporate SawGrass CRM tool for account discussions/account actions taken

11. 11
Tweet category responsibilities
NOTE: CMO will refer tweets as necessary to other teams including Steering
Committee, Corporate Communications, Fraud, etc.
Servicing
team responsibilities
 Tweets with service requests (bank, card, mortgage) by
noninfluentials
 Product/offer inquiries (bank, card, mortgage)
 Consumer NA web or other channel questions
 Consumer NA complaints that can be addressed
 Acknowledge “shout outs” where appropriate
 Retweet *highly positive* “shout outs” where
appropriate
CMO/Social Media
team responsibilities
 Any highly sensitive tweets (policy violations, exposed
personal information, etc.)
 Non-service related tweets (disasters, emergencies,
investors, press, policies, etc.)
 Citi employee tweets
 Influential people: bloggers, journalists, influencers,
detractors, high “klout” scores
 Tweets outside of Consumer NA (international, other
businesses)
 Retweets with external links

12. 12
Issues Citi faces in social media as a regulated entity
Phishing, Verification, Information Security
Crowd sourcing and intellectual property ownership
How do we dialogue with customers when we can’t share the details of their situation? (e.g.
@miserylovesco, Debtor’s Revolt)
How can we be transparent and authentic and protect the franchise?
When do we trigger advertising & marketing rules? (e.g. FINRA reg. that if >100 people see something it
is considered advertising and undergoes a different review cycle)
How do we answer people’s call for advice and guidance?
How do we monitor, police, curate, guide discussions between customers?
What about aggregated data sharing? (e.g. Bundle, mint, wesabe, blippy)

13. Additional lessons learned
Every group has to staff
Don’t underestimate the time you’ll need to evangelize
Expect to do everyone else’s job – if you actually want it done in a way that is usable for you
Don’t underestimate how different this is from BAU (e.g. VA, Twitter API, profanity)
Prepare for the worst, EARLY

14. 14
Fabulis posts
Citibank is so not fabulis
“Hi everyone. Jason Goldberg here, founder and ceo of fabulis.
In a bit of strange and disturbing news, fabulis discovered today that someone(s) at Citibank had decided arbitrarily to
block fabulis’ bank account due to what was described to us on the phone as “objectionable content” on our blog. In fact,
the account — it turns out — was blocked a few days ago without anyone letting us know about it by phone or email.Huh?
Mind you, fabulis is a serious business, backed by some serious players, and for the life of us we can’t find anything
“objectionable” on our blog besides some good humor, some business insights, and some touching coming out stories
from some great and fabulis gay people. So, what gives? And wtf. When did Citibank start reviewing blogs to decide who
can bank with them?
Calls into Citibank tonight resulted in a temporary lifting of the block while a compliance officer is asked to re-review our
website on Thursday. Stay tuned … we’ll update you on this shocker as we learn more.
I promise you that if we do not get a good response to this on Thursday we are moving our bank account to a bank that
respects and appreciates our business.”

15. Fabulis Related Posts vs. 3 mos Rolling Avg.
0
50
100
150
200
250
300
350
400
450
3
6
9
12
15
18
21
0
3
6
9
12
15
18
21
0
3
6
9
12
15
18
21
0
3
6
9
12
15
18
21
0
3
6
9
12
Hour
Posts
Blogs
Twitter
1
2
3
4
Citi
averages 2
banking
blogs an
hour
Citi
averages 7
banking
tweets an
hour
2
1
3
TechCrunch posts a blog titled, “Does Citi suffer from Homophobia or just a General Dislike for Start Ups?”
Twitter dialogue begins as result of the story and grows as other influential financial and tech bloggers post; topic trends on twitter & appears a top
story for business in google blog search
Conversation ebbs & flows as Citi unsuccessfully attempts to resolve the situation & the story is covered by the Huffington Post; Users continue to
discuss on twitter and some write their own responses in blogs
Conversation spikes again as Citi issues a formal apology that fabulis accepts
Dialogue stagnates as users debate whether Citi is sincere and whether or not they have unjustly denied other businesses. General traffic is down
due to the weekend and user conversation being driven primarily by the Chilean earthquake
Dialogue peaks again as updated coverage is released by TechCrunch, GigaOm and other blogs
4
5
2/26 2/27 2/28 3/1
Blog posts shared mixed views on policy changes and led to
reinvigorated twitter dialogue
5
6
6

16. 16
Citi posts changes to policies and procedures
“Citibank Message About Internet Business Accounts
At Citibank, we have learned a great deal from recent customer issues related to Internet business accounts. Mistakes were made in some instances, in which
we apologized and corrected the problem. These issues made it clear to us that the language in our branch procedures was not specific enough and left too
much room for interpretation from one account to the next.
We recognized that we needed clearer and less subjective guidelines with regard to opening Internet business accounts. And there were clearly gaps in training
and communications around these specific branch procedures. Based on all these learnings, we’ve taken action and this week we updated and clarified our
procedures for opening all Internet business accounts.
Banks are required by law to conduct due diligence and understand the nature of business accounts. For Internet business accounts, we have made it clearer to
our bankers what the due diligence process entails. For example, we will continue to reserve the right to decline or suspend an account if we find illegal or
discriminatory content, or if the site involves gambling or pornography. Beyond that specific due diligence, however, we do not monitor or evaluate our
customers’ web content.
We are providing additional training in this area to ensure the procedures are uniformly and correctly followed. Also, our bankers are now required to have
additional consultation with senior level banking executives when questions arise about these accounts before making any final decisions. This will help to avoid
misunderstanding and subjective decisions, and promote greater consistency throughout the process. And we remain committed to working with our customers
to try to resolve any issues.
As a global organization, we also recognize the power and promise of diversity. In that spirit, we reiterate Citi’s commitment to serving customers, hiring talent
and supporting a broad array of organizations that promote diversity. To learn more about our diversity efforts, please visit:
http://www.citigroup.com/citi/citizen/diversity/index.htm.
These recent customer issues have been a useful learning experience for us. We again apologize for any misunderstandings that may have occurred. We are
committed to improving every day and we’re working to better” serve our customers.

17. What comes next?
Finalize the design
Make it secure
Make it legitimate
Propagate the process
Drive the discussion
Build the followership