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How @TD’s Using #socialmedia
to Support Financial Literacy
FCAC-OECD Conference on Financial Literacy – May 2011
Wendy Arnott
VP Social Media & Digital Communications
What is TD Bank Group?
81,000 employees
6th largest bank in North
America1
2,430 points of presence
19 million customers
All figures as at TD’s Q1 2011 reporting period (the period from November 1, 2010 to January 31, 2011).
1 By Market Cap and Total Assets in comparison to North American Peers. Balance sheet metrics are converted to U.S. dollars at an exchange rate of 0.9985 USD/CAD (as at January 31, 2011). Market cap (US$66.0 billion) is as at January 31, 2011. North American Peers includes Canadian Peers and
U.S. Peers. Canadian Peers includes other big 4 banks (RY, BMO, BNS and CM) adjusted on a comparable basis to exclude identified non‐underlying items. Based on Q1/11 results ended January 31, 2011. U.S. Peers includes Money Center Banks (C, BAC, JPM) and Top 3 Super‐Regional Banks (WFC,
PNC, USB). Adjusted on a comparable basis to exclude identified non‐underlying items. For U.S. Peers, based on their Q4/10 results ended December 31, 2010.
Europe
2
@TD’s #socialmedia presence
3
#socialmedia…part of @TD’s overall program
Financial literacy community priorities
demonstrate a strong commitment and thought leadership to making a
difference in the area of financial literacy
be known as the leading financial services organization contributing to
financial literacy in North America
We do this by contributing
financial resources
human resources
ideas and thought leadership
financial literacy information & tools
4
Being where our customers are
A program that helps
customers during tough
times
Initially started during the
recession – now evolved
Educational content
includes tools, tips, and
videos
Users can also provide
feedback
Content can be shared
across social media
platforms
TD Helps
5
Quick financial #TDtips about
various “big” financial topics, such
as mortgages and RSPs
Engagement is maximized by
using TD’s spokespeople to
convey the twitter messages
Messages link to more robust
resources, such as a “first time
home buyers” site
Additional features on the site
allow for tips and educational
information to be shared by the
user
Guiding to helpful resources
#mortgagemondays on twitter
6
Online extension of classroom and
in-store education curriculum for
children from K to 12th grade
WOW! Zone interactive website
has sections for kids, teens,
educators and parents
Includes tips and ideas for parents
to use at home
Video episodes use Penny Arcade
and friends to deliver financial
lessons in a cartoon format
A social extension to education
TD Bank WOW! Zone
7
Facebook page targeting
university-bound and
enrolled students
Offers information and
tips related to managing
education costs and
adjusting to life away
from home
“Wall” used to answer
questions, educate, make
offers and promote
student-friendly events
TD Money Lounge on facebook
Connecting with students
8
“How to” is key to engagement
Video is becoming a
preferred means for
absorbing information
And self-study (i.e., “how to”)
is defining how we’ll be
packaging educational
content going forward
The evolving behavior of
users will dictate how exactly
the “edutainment” will be
delivered (i.e., a computer,
mobile device or tablet?)
9
Social media guidelines and training
Ponder Before You Post
Practice Transparency
Confidentiality & Privacy
are Paramount
Be a Good Online Citizen
Be a TD “scout”