Customer Response Summit II May 10, 2011

1. Building Online Financial Communities The Fine Line Between a Bank Being a Resource or Your Friend 1 Matthew Wilcox, Zions Bancorp May 10, 2011

2. 2 What was your last great online community experience?

3. Was it an Electronics Store? 3 Web Couponing Digital – iPhone App Search Engine Ads Best Buy Express Facebook - Ideagiftr Twitter - Twelpforce Event - NASCAR

4. Was it a Car Company? 4 Viral Interactive Web POS – Mall Kiosk Personalized Billboard Magazine Ad

5. Was it a Bank? 5 Twitter Interactive Website Interactive Billboard YouTube Product Demonstrations iPhone App

6. 6 It’s About YOU!

8. Engage with customers?

9. Make it easy?

10. Ensure communication and interaction with the right target audience?

12. 9 Where to Start?

13. 10 Developing a Strategy

14. 11 What are Your Customers Expecting? Performics/ROI Research, April 2010

15. 12 Role of the Consumer is Gaining Momentum & Importance Chadwick Martin Bailey, February 2010

16. 13 Social Media is a Tool for Customers & Prospects Chadwick Martin Bailey, February 2010

17. 14 Social Media is a Tool for Customers & Prospects Chadwick Martin Bailey, February 2010

18. 15 What Tools are your Customers Using? 93% Graph Courtesy of Mediasmith/Socialarc

21. 18 Financial Service Firms are Using Social Media Majority of financial services firms are testing at least some forms of social media Mostly Customer Service vs. Product Sales

22. 19 Top 10 Financial Facebook Pages Most Sites Have Few Fans Source: Visible-Banking.com, October 2010

24. Each fan had 20 votes to distribute among 500K charities

25. Winning charity: $1M

26. 5 runners-up: $100K

28. 22 How do Consumers Use Twitter?

29. 23 ING ‘We the Savers’ Blog Creates Conversation Around Saving Blogs Must be Monitored

30. 24 Bank of America Live Chat

31. 2011 Multichannel Marketing Projections Slow economic growth and budget constraints will result in increased interactive channel marketing Increased focus on capturing customer email addresses Movement from acquisition to cross-selling Growing emphasis on social media and online communities Significant increase in paid search and SEO Increased attention to word of mouth marketing Improvement in analytics to measure results of integrated marketing efforts Movement into geolocational marketing Too big to care? 25

33. 70% of credit union customers agree with statement

34. Social media is part of this:

35. Empowers credit union communities

36. Increases customer advocacyForrester Customer Advocacy Rankings Report, 2010

37. 27 Four P’s or Four E’s? Brian Featherstonhaugh, CEO OgilvyOne Worldwide iMedia Brand Summit (9/10)

38. 28 So, how do you avoid being road kill with your social media efforts?

39. 29 Zions Bank – A Work in Progress

41. Launched social media tracking to listen and respond to customers and prospects and understand where customers are communicating

42. Established Key Performance Indicators (KPI) to help understand ROI

43. Expanded to include a blog and two Twitter accounts in 2010

44. One to promote campaigns, community events, bank news and the other for customer service

46. Develop an attainable business plan

47. Define roles and procedures

48. Develop a roll-out strategy

49. Stagger platform launch

50. Focus on substance

51. What do THEY want to hear from you?

52. Test and measure

54. Self-contained (allows you to share things you wouldn’t want to on Facebook/Twitter)

55. Creates exclusivity and purpose for members

56. Place to test and optimize

57. Utilize for:

58. Insights

59. Innovation

61. Start with what you do (or can) do best

62. What your target wants

63. That can be fully integrated

65. 36 New and emerging platforms can be a foundation for today’s social media marketing campaigns – They can help build financial communities and encourage customer advocacywhen used the right way.

66. 37 Localized Social Media

67. 38 Community Giving

69. More people will search the web via mobile devices than PC’s by the end of ’11

70. 10 trillion text messages will be sent by 2012

71. 40% of users spend one hour each day using apps

72. 30% of people access social networks via mobile browsers

73. 76% of people would rather use a free app with advertising

75. Many beta campaigns in process

76. Tech Platform, Retail and Financial Provider partnerships the key

78. 53% of “on-the-go, web-enabled mobile” audience is willing to share their location if the ads they see are more relevant

79. 46% more likely to engage with an ad that is relevant to their location

80. A new mindset: ‘09: How to socialize your brand with consumers; ’11: how to localize your brand to consumers

81. 42 Location Based Programs

82. 43 Geo-Fencing

83. 44 EMERGING TECHNOLOGIES

84. 45 Brian Featherstonhaugh, CEO OgilvyOne Worldwide iMedia Brand Summit (9/10)

85. So Will They Want to be Your Friend? 46

87. Ease of access

88. Communicating where your target audience is already interacting (including on mobile phones)

89. Banks who do this well are using social media for:

90. Community building

91. Product research

92. Customer service

93. Marketing & Promotion (think Chase Community Giving)

95. 49 Offer tools, resources and points of engagement in places where your customers are looking for you… And ultimately, you will improve their experience.

96. 50 Matthew.Wilcox@zionsbancorp.com 801-316-1664 Mattwilcoxpro.com @mattwilcoxpro