Building the social media marketplace in financial services.

1. Marketplace 4.0 at @CMEGroup
August 13, 2009
@allanschoenberg
BlogWell Minneapolis

2. • Agricultural
Commodities
• Energy
• Metals
• Interest Rates
• Equities
• Foreign Exchange
• Alternative Investment
Products
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3. 1.0
1848 – today
- Original “crowdsourcers”
2.0
2002 – today
- For profit status leads
to new audiences
3.0
2004 – today
- Electronic trading >50%
- 85 countries
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4. 4.0
2007 - today

5. If it’s news, it affects our customers.
If it affects our customers, it affects us.
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6. Social Media: Strategy or Tactic? Yes
Extend the benefits of our brand – innovation,
service, confidence – through new channels
Be a leader in financial services social media
and influence opinion on what matters to us
Brand enthusiasm: Turn customers into “fans”
Loyalty: Improve customer service
Advocacy: Build and maintain support
Not a silver bullet

7. Determine Where Your Customers Are…
Post merger with the
CBOT in October
2007
Customer run
Facebook group page
Engaged the creator;
today we manage
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8. Then Start Giving Them Choices
CME Group Fan Page
created November
2008
Allows for more
insight and richer
content
Twitter integration
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9. Then Give Them More Choices
Started in October
2008
Promote our #gflc
Today nearly 800,000
followers…and
growing.
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10. Connect with key
partners
Simple use of $ and
stock symbols
StockTwits.com now
offers our product
symbols
(@StockTwits)
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11. "I ended up having
one of my best days
in months that
night," Mr. Grisafi
(President, Indiana
Grain Co.) said. "It
really affected me, to
the sum of a large
amount of money.”

12. Twitter = influence
Know who you follow
Know your customers
Use/create hashtags
Create original
content (#exchtalk,
TwitPoll)
70/30 rule
Be responsive
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13. Move Some Conversations to Private Venues
Utilize LinkedIn
Private Groups
-Careers
-Media & Bloggers
-Forex
-Interest Rates
Authentic,
transparent and safe
More control
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14. Opportunities by Audience
Strategy Target Create Engage
Customer Customers Relevant content Responsive
Relations
Reputation Customers/ Explain & inform Answer questions
Management influencers/media
Thought Customers/ Engage in Listen and share
Leadership influencers/media conversastion
Sales & Customers Links Listen; give
Promotion solutions
Issues & Customers/ Relevant content Know your
Advocacy influencers/media followers; give
back
Education Non-customers Interesting Opportunity;
content relevance
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15. Lessons Learned
Know your limits;
what you
can/cannot say; Focus on your
Would your CEO stakeholders;
approve? 70/30 rule;
whatever you
Guidelines Content discuss/post be
prepared to
respond;
experiment
Technologies
Find the resources that fit
your needs; RSS reader;
TweetDeck; CoTweet;
Bit.ly; Facebook
integration; LinkedIn;
Digg; Delicious
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16. What’s Next?
Measure and evaluate
Educate employees
Integrate with traditional communications
Develop and integrate SEO
Implement video/audio content
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17. @allanschoenberg
@CMEGroup
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