SERVICING STRATEGIES AND SOCIAL MEDIA Stephen Johnson Director, Participant Services Marketing TIAA-CREF

2 “Advance the interests of higher education by meeting financial needs of institutions and employees on the best terms practicable.” FOUNDED ON A MISSION We seek to provide financial security to those in the academic, medical, cultural and research fields whose work serves others.

3 Facebook pages YouTube videos iTunes podcasts Blogs Twitter feeds Mobile device applications Texting SOCIAL MEDIA EDUCATION CONTENT CHANNELS We have an opportunity to educate our clients via social media

4 MYRETIREMENT.ORG Objectives  Participant retention  Institutional value-add  Customer satisfaction  Passive research

5 TIAA-CREF FACEBOOK PAGE Objectives  Meet clients where they are  Have fun  Build awareness among a younger audience  Be part of the conversation  Listen

6 ITUNES: MARKET INSIGHTS PODCASTS Objectives  Meet clients where they are  Inform them with relevant content  Build awareness through a new channel

7 OTHER SOURCES OF FINANCIAL EDUCATION TO WATCH: TWITTER

8 WHAT HAVE WE LEARNED  Establish clear objectives  Have fun and listen  Build client engagement  Be careful marketing your products  Be open to change as you learn  Partner with internal stakeholders from the start  Monitor how your brand is discussed

9 TIAA-CREF Individual & Institutional Services, LLC and Teachers Personal Investors Services, Inc., members FINRA, distribute securities products. © 2009 Teachers Insurance and Annuity Association-College Retirement Equities Fund, New York, NY The material is for informational purposes only and should not be regarded as a recommendation or an offer to buy or sell any product or service to which this information may relate. All TIAA-CREF investment products are subject to various risks. Certain products and services may not be available to all entities or persons. C45612