Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX About Us Katie Minton Gulas VP, Social Media Channel Manager BBVA Katie is a social media marketer with a passion for data-driven creativity. As Social Media Chanel Manager at BBVA Compass, Katie creates and implements social media strategies that turn target KPIs into creative and engaging social experiences for consumers. Having both agency and in-house experience, Katie has had the opportunity to create digital media campaigns in industries ranging from automotive to healthcare & financial services.

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX Social – Our Approach Regional bank with 673 branches across the sunbelt region. With more than 115,000 connections, social media has become an integral part of our digital marketing strategy. Where we are, what we’re doing Oracle Confidential – Internal/Restricted/Highly Restricted2

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX B2B Social Great Ideas for Small Business – Microbusiness, start-ups, entrepreneurs, self-employed, independent contractors Healthcare LinkedIn Strategy – Physicians, Small Practice Owners & Managers Oracle Confidential – Internal/Restricted/Highly Restricted3 Focus on a niche segment

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX Case Study: Great Ideas for Small Business Oracle Confidential – Internal/Restricted/Highly Restricted4 Campaign Goals The Mission: Create a campaign that connected the bank not only to small business owners but to their communities. Build awareness, generate positive social buzz about small business products and service and create meaningful prospect connections. Encourage Virality: Share with friends & followers to get the most votes Encourage Virality: Drive traffic back to tab to encourage contest engagement and generate new fans

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX Case Study: Great Ideas for Small Business Oracle Confidential – Internal/Restricted/Highly Restricted5 Media Approach & Result Metrics Phase 1 (Paid) – Target potential contest participants and encourage idea submission Phase 2 (Paid) – Reach potential voters to generate awareness, voting and engagement Phase 3 (Unpaid) – Rely heavily on top Finalist to generate viral messaging Great Ideas for Small Business social content reached over 100 Million impressions (the amount of time a post is seen) and generated over 85,000 clicks to the Great Ideas Facebook Tab. Content generated a total of 4,221 engagement clicks (likes, comments, shares) on Facebook and generated 1,881 new fans 46 Submissions 10,000+ Votes 5 Finalists2 Winners

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX Case Study: Great Ideas for Small Business Oracle Confidential – Internal/Restricted/Highly Restricted6 Social Results Social reach and awareness of BBVA Compass Small Business products & services Social ambassadorship and meaningful relationships with participants and winners Conversation expanded beyond the Facebook environment to Pinterest, Twitter, Instagram & local media Lead generation and face to face interaction with participants.

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX LinkedIn Healthcare Strategy Create an idea-sharing community in a space where your target is active Empower your teams to participate in the conversation in a relevant Connect online and offline Oracle Confidential – Internal/Restricted/Highly Restricted7 Creating a Community EnticeEngageEnrollEnfold

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #OOW14 #Social #CX Socializing the field Restructuring Corporate Guidelines Training: Annual Company-wide, Specialized Program Training Surveys & Follow-Up Customer Service – How do you monitor? Results – How do you measure? Who owns it? Oracle Confidential – Internal/Restricted/Highly Restricted8 The Obvious & The Not So Obvious