1. SOCIAL NETWORKING Stephanie Bowling, Jeff Hartman, Taylor Mitchell, Amanda Wilkerson 1

2. Overview ■Why is social networking important? ■Types of social networking ■Consumer willingness to adopt ■How are companies using social networking? –American Airlines, Vanguard, ING Consumer Loans ■Limitations ■Concluding thoughts 2

3. Why is social networking important? “Companies are taking external social tools & embedding them into core business process and capabilities. They are using social approaches not only to communicate better with their suppliers, business partners and, perhaps, most important, their employees.” ~CIO.com ■46% of companies surveyed increased investments in social business in 2012 ■62% indicated they are going to increase expenditures in next three years ■75% report they were underprepared for the required cultural changes “Executives are concerned because social business represents a different way of thinking...as well as potential risks of increased organizational openness & transparency.” 3

4. Types of Social Networking The user driven nature of social media/networking means that it is more than simply an advertising platform for organizations - it is an opportunity to engage with and better understand both prospects and customers. Social Advertising expected to grow 24% CAGR between 2013- 2018. 4

5. Consumer Willingness to Adopt ■Despite the age gap, consumers are willing to engage with companies on social sites. ■Companies can gain considerable traction by making product information readily available through social media. 5

6. Example: American Airlines ■Allowed ability to address & respond to barriers of customer disconnection –Customer service has developed over the years through utilization –Facilitates a meaningful relationship between organization & audience –Increases brand visibility & customer loyalty ■Services used: Twitter, Facebook, Instagram, Google + 6

7. Example: Vanguard ■Uses social networking to build enterprise collaboration –Provides opportunity to increase internal productivity & crew engagement –Brainstorm ideas to improve processes, reduce costs, & provide products –Leverages crews’ knowledge via connections –Has allowed maintenance of unique culture during global expansion 7

8. Example: ING Consumer Loans - Turkey ■Employed #UpToMyTweet campaign through Survivor Turkey sponsorship –Leading TV show with social media exposure –Viewers live tweet for chance to determine interest rate for specific loan offer –Goal: Increasing consideration & periodical sales of consumer loans ■Delivered social engagement & reached existing customer via traditional channels ■Social effects: –28,000 trend mentions of #UpToMyTweet (with 38.1M trend impressions) –54,200 promoted tweet impressions –7,500 trend mentions of loan-offer campaign –11.6% engagement rate on Twitter –52.3% increase in consumer loan sales versus standard TV-advertorial campaigns 8

9. Limitations ■Potential limitations: –Difficult to preserve company reputation if improper resource commitment maintaining social networking campaign –Operational processes may be placed on hold ■Process to overcome limitations: –Create a brand imaging / public relations team that focuses their efforts on –Increase the budget for the campaign 9

10. Conclusion ■Social networking is an increasingly growing investment hot topic ■Multiple interfaces both internally & externally ■Large acceptance rate across consumers ■Important to have dedicated team for consistent interaction ■Be creative! 10

11. Bibliography ■Slide 3 Information: http://www.cio.com/article/2390345/software-as-a-service/how-to-use-social-media-to-create-business- value.html ■Slide 3 Picture: http://www.yourmis.com/images/heading-sn.png ■Slide 4-5: http://academic.mintel.com.ezproxy.tcu.edu/display/680523/# ■Slide 6 Information: http://www.crmbuyer.com/story/64489.html ■Slide 6 Chart: http://www.routesonline.com/news/29/breaking-news/244646/how-airlines-use-social-media/ ■Slide 6 Picture: https://pbs.twimg.com/profile_images/1134668590/Logo_AA_Trademark_2_previewTwitter.jpg ■Slide 7 Information: http://www.cio.com/article/2390913/collaboration/cios-talk-about-how-social-networking-builds-enterprise- collaboration.html ■Slide 7 Picture: https://upload.wikimedia.org/wikipedia/en/thumb/b/b2/The_Vanguard_Group_Logo.svg/800px- The_Vanguard_Group_Logo.svg.png ■Slide 8 Information: http://www.warc.com.ezproxy.tcu.edu/Content/ContentViewer.aspx?MasterContentRef=9bde7a86-5334- 4296-8055-e2e360581730&q=social+netowrks&CID=A101394&PUB=WARC-PRIZE-SOCIAL ■Slide 8 Picture: https://think.storage.googleapis.com/images/ing-banks-mobile-first-strategy-and-adwords-campaign-help- quadruple-consumer-loan-sales_campaigns_lg.png ■Slide 9 Information: http://www.crmbuyer.com/story/59069.html ■Slide 9 Chart: http://simpliflying.com/2014/airline-social-media-outlook-2015/ 11