This document outlines Sheshunoff & Wall Street Reform's initial social media plan. The objectives are to establish a presence on key social media platforms, engage in discussions around financial reform topics, and drive traffic to their website. The plan details setting up accounts on Twitter, LinkedIn and Facebook to regularly share content on the Dodd-Frank Act and financial industry news. Key performance metrics include growing followers/fans and increasing website traffic and revenue. The appendix provides a list of banks and credit unions to follow on Twitter and LinkedIn discussion groups to engage with.

1. Sheshunoff & Wall Street Reform
Social Media Plan
7/21/2010

2. Social Media Objectives: Initial
Publishing-Specific
• Research the use of social media within the publishing and information services
industries
• Establish an existing share-of-voice for all brands within social media (benchmark
to measure future efforts against)
• Create a sustainable social media presence in key, active areas
Events-Specific
• Utilize existing best practices, internal and external for event promotion
• Create a sustainable social media presence in key, active areas

3. Why start with Wall Street Reform?
1. Wall Street Reform and the Dodd-Frank Act reflect a hot topic of interest and discussion
online.
2. Our market is embracing the medium: “Many banks have started using social websites to
help them with everything from healing the financial industry to promoting their latest credit
cards. By embracing the most popular tools available, the industry has also been embracing
the best of what social media culture has to offer, and smaller, community banks seem to be
leading the charge when it comes to social media innovation.” 1
1
http://mashable.com/2009/09/11/banks-social-media/

4. Questions to Answer
What are the business goals and how does a social media presence achieve them?
• By engaging our current customers through social media and attracting other followers/fans/group
members, we have a more greater mix of outreach options in the online channel that can be used to:
• Strengthen and communicate our brand to facilitate greater sales in all channels
• Ultimately, feature promotions in addition to communication/content

5. Questions to Answer
What do we want consumers/visitors/followers to do?
1. Engage in a conversation on hot topics—specifically challenges related to the new DF Act
2. Visit our website for further information
3. Purchase our products to assist in their challenges

6. Questions to Answer
Are we committed to regular, preferably daily, updates of content?
• On Twitter—can we tweet at least 7 times per week?
– Includes RTs
– Includes 1 Marketing promotion
– Includes FFs
• On LinkedIn—can we update at least 1 time per week? Can we participate in at least one
other group conversation per week?

7. Questions to Answer
Will the content on the owned channels be meaningfully different than in other channels (e.g. our
website)?
• Content through social media will be abbreviated from the website
• Offers will be distinct from other channels (although sparse until we have a following)

8. Questions to Answer
How will success be measured? Engagement numbers? Revenue? Fans?
• Followers/fans/members
• Website traffic
• Revenue (end goal, based on web codes specific to the channel)

9. Twitter: @WallStReform
• Registered twitter account: @WallStReform
– Articles directly off of site (wallstreetreform.org) (Whenever posted)
– Articles/updates about Sheshunoff (Weekly)
– Post reform act articles/news (updated daily depending on amount of information, more tweets if
needed)
– Follow Fridays
– One-time per week promotions on products/ACs
• #hashtags:
– #wallstreetreform
– #wallstreform
– #financialservices
– #finance
– #economics
– #money
– #senate
– #congress
– #banking

10. LinkedIn.com
• Create a WSR/SIS group
– Must be maintained by someone in editorial (or the account of
someone must be controlled by marketing, as the resume of the
owner/updater will be public)
– Include more detailed content than twitter, but abbreviated and linked
from WSR.org
– Identify and join discussions within active Linkedin.com groups

11. Facebook
• Not a primary strategy (very consumer-focused site)
– Link Twitter updates to Facebook for syndicated content

12. Next Steps
• To launch twitter account: (owned by Max)
– Tweet consistently for 7 days, then:
• Register account with twitter directories
• Follow influencers
• Follow small-medium sized banks (see appendix)
• Syndicate Twitter content to WSR.org and SIS.com
• Create FaceBook and LinkedIn pages/groups
• Include appropriate Social Media references in all DM,
EM and Online

13. Appendix A: First follows for banks/credit unions
Banks
Bellco Credit Union (CO)
@Bellco_CU
856 tweets
1,576 followers
Brewery Credit Union (WI)
@BreweryCU
297 tweets
1,302 followers
Cheaspeake Bank (VA)
@chesbank
71 tweets
368 followers
ChevyChaseBank
@ChevyChaseBank
0 tweets
70 followers
Commerce Bank
@commerce_bank
Protected tweets
97 followers
First Arkansas Bank (AR)
@fabandt
12 tweets
567 followers
Fidelity Bank (PA)
@Fidelity_Bank
166 tweets
914 followers
First Federal Bank (SC)
@firstfederal
365 tweets
630 followers
1st Mariner Bank (MD)
@1stMarinerBank
1,427 tweets
1,266 followers
ING DIRECT USA
@INGDIRECT
1,222 tweets
12,936 followers
Nicolet Bank (WI)
@Nicoletbank
5 tweets
78 followers
North Shore Bank (IL, WI)
@northshorebank
194 tweets
319 Followers
Northeast Bank (ME, NH)
@Northeast_Bank
193 tweets
607 following
SunTrust (GA, VA)
@SunTrust
29 Tweets
327 followers
Webster Bank (CT, RI, MA, NY)
@WebsterBank
88 Tweets
670 followers
Credit Unions
Allegiance CU (OK)
@allegiancecu
982 tweets
734 followers
COP Credit Union (TX)
@COPCU
94 tweets
589 followers

14. Appendix A: First follows for banks/credit unions
CU Credit Union (MO)
@mycucommunity
1,054 tweets
1,539 followers
FOURM Credit Union (IN)
MSU Federal CU
@msufcu
992 tweets
2,578 followers
Heartland CU (WI)
@heartlandcu
Protected tweets
345 followers
Hopewell Federal CU (OH)
@hopewellfedcu
Tweets protected
442 followers
KU Credit Union
@KUCreditUnion
157 tweets
918 followers
MSU Federal CU (MI)
@msufcu
992 tweets
2,578 followers
NW GA Credit Union (GA)
@COPCU
94 Tweets589 followers
Oklahoma Central CU (OK)
@Okcentralcu
25 tweets
488 followers
Pioneer Credit Union
@Pioneercu
779 tweets
1,497 followers
66 Fed Credit Union (OK)
@66FCU
197 tweets
1,011 followers
Telesis Credit Union (CA)
@TelesisCU
186 tweets
676 followers
TwinStar Credit Union
@TwinStarCU
149 tweets
205 followers
US First Credit Union (CA)
@Schecking
92 tweets
615 followers
University Credit Union
@universitycu
60 tweets
296 followers
Oklahoma Employees
@OECU
803 tweets
1,158 followers

15. Appendix B: Linkedin.com groups to engage in
Linkedin Bank Groups
Abu Dhabi Commercial Bank
72 members
Welcome to the new shape of security, strength, flexibility and protection that is Abu Dhabi Commercial Bank. ADCB is one of the leading banks in the UAE. f you are employed in ADCB,
join this group.
Capital IQ – A Division of Standard & Poor’s
59 members
Capital IQ delivers comprehensive fundamental and quantitative research and analysis solutions to over 4,200 investment managers, investment banks, private equity funds, advisory
firms, corporations, and universities worldwide.
Capital Match
15 members
Capital Match™ provides a variety of unique financing options, not normally available through banks or other non-traditional lending sources ranging from credit card/check cash advances
where you sell your future receipts (credit card or check) at a discount, to more conventional options (where you may still qualify even with slightly lower credit standards than
traditional bank loans). Our cash advance options are NOT available through traditional banking institutions. Capital Match™ reviews your application and determines the best
overall
match available, considering your credit circumstances, your cash needs, existing cash flow, as well as payback options you can afford. Why bother submitting multiple applications
when you can find a complete solution under one roof?
Capricorn FX
227 members
Company Overview
Capricorn is an established currency manager with a global client base that includes; Banks, Asset Allocators, Institutions, Investment Funds and High Net Worth Individuals. As of
today, the company has more than 50 years of experience within the investment advisory arena, currently advising over US$250 million in client assets. Since 1999 Capricorn has
produced superior risk adjusted returns in its 'pure alpha' strategies managing approximately US$75 million, trading high liquid currencies as managed accounts and offshore funds
for Individual and Institutional clients.
Our Mission
To be recognised by our clients as a Currency Manager that consistently produces risk-adjusted returns in the top quartile of the alternative investment arena. To achieve our mission
and reinforce our standing as a premium investment manager, firstly we will continue to adhere to and maintain the highest professional standards. Secondly, we will draw on the
strengths of the leading financial institutions that we work closely with.
Our Trading Philosophy
At Capricorn, we believe that risk-adjusted returns can be consistently achieved in today’s currency market by having technical rules for trading, combined with a strong discipline.
From our expertise of the currency markets, we believe that it is a liquid, cost-efficient and well developed asset class that fluctuates due to a multiple of factors. It is by understanding
how the varying impacts of these factors influence currency fluctuations, which we conclude is a great source for creating pure alpha.

16. Appendix B: Linkedin.com groups to engage in
Chase Alumni Association
7,208 members
Membership in the Chase Alumni Association is open to former employees of the Chase Manhattan Bank and later merged banks including Chemical, Manufacturers Hanover, Bank One and Washington
Mutual, as well as current employees of JPMorgan Chase who want to stay in touch with former.
Fiserv
290 members
With 22 years of experience, Fiserv is the world’s largest service provider to banks, credit unions, lending institutions, and investment advisors; a nationally-recognized single-source solution provider to insurance
companies and agents; and a growing presence in health plan administration
HEIT Community
90 members
Banks, credit unions, and other organizations leveraging HEIT's managed performance, compliance, and security services. This group is intended for HEIT's client network to share ideas, discuss current topics,
and to learn about HEIT innovations.
National Asset Management Agency
97 members
The National Asset Management Agency is a highly ambitious, and arguably risky, strategy to deal with Ireland's current recession and property bust. In one felled swoop NAMA is about to become the largest
property company in the world. This group, sponsored by BLG (a leading firm of Chartered Accountants with specific experience of NAMA and the current bank crisis) will address all issues related to
NAMA as they arise. We will post our own experiences and would ask all members to post their experiences too. We are about to enter completely uncharted territory, so the more we can work together and
share experiences the better.
LUUP
78 members
Luup is a leader in the mobile payment industry specialising in payment processing, mobile payment applications and the hosting of stored value accounts. Luup is building an international mobile transaction
network by partnering with leading banks and financial institutions around the world.
Oyster Consulting
25 members
The Oyster Consulting Network is available to employees and clients to facilitate information sharing.
Port Finance International
135 Members
Port Finance International is aimed at senior executives within port and terminal operating companies, as well as banking, legal and corporate finance experts from around the world. Port Finance International
will investigate the challenges associated with financing and managing major port investments and developments and will assess the economic criteria of financing and valuating ports.
The group will bring together industry leaders and government experts to review key challenges and topics currently facing the market. It will also study economic trends, especially in the current volatile
market climate. With a look at recent industry trends and movements, and a review of the various investment opportunities and products currently available, this group will provide a forum for keeping
up to date with this complex and exciting market.
Women in Financial Markets
5,501 members
It is about time we had a group for women in banks to network. This is it.