In her BlogWell New York presentation, TD Bank Group’s Vice President of Social Media & Digital Communications, Wendy Arnott, talks about how they are becoming a social business by engaging employees and connecting customers with experts. She shares the lessons they learned during implementation, including the necessity of leadership support, creating internal partnerships, and focusing on the voice of the customer. Watch the video of this presentation here: https://vimeo.com/66663219/

1. SocialMedia.org
Video Case Studies
Wendy Arnott
Becoming a Social Business: Connecting
TD Customers and Employees
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell

2. Becoming a Social Business:
Connecting TD Customers and Employees
Wendy Arnott,
VP Social Media and Digital Communications,
TD Bank Group
1
BlogWell New York

3. Can a bank be a social business?
2

4. Getting started: Centralized structure
3
Social
Media
Strategy
Team
Customer
Service
Marketing
Public
Relations
Human
Resources
Risk
Management
Distribution
Product
Management
Online
Channel
 Hub and spoke
organization model
 Centralized North
American social media
team accountable for
strategy and governance
 Business and functional
groups partner in
providing expertise and
executing key programs

5. 4
Business objectives + focus areas + social
capability = TD Social Business Strategy
Deliver convenient
comfortable service
Provide expert
advice
Build customer
relationships
7/17 customer service
via Twitter & more
TD Social Sales Representatives 1-1
connections
TD Facebook & LinkedIn Small
Business Communities
TD Helps Advice Community & TD Expert
Outreach
Awareness PurchaseConsideration Earn Loyalty
Connect
employees
Recruit, Onboard, communicate, collaborate productively, recognition,
access experts
Biz Objectives
Operate with
Excellence
Governance, planning, operating procedures, reporting, insights, learning
Focus Areas

6. Setting the Foundation of a Social Business:
Connecting Employees and Customers
5
TD Helps
Social Customer
Service Program
Connections
LinkedIn
Small Business Advisor
Community

7. Becoming a social business inside - new ways
connect, communicate and collaborate
• 85,000 users CND &
USA
• Open dialogue
• Adoption Progress:
• 2 million
connections made
• 6,500 communities
• Business Value
• Build for the Future
• Supports Transparency
• Supports Unique and
Inclusive Employee Culture
• Productivity
• Employee Engagement

8. The Challenge
 SBAs often need advice when
structuring deals but have a small pool
of resources they can leverage.
 Area Managers are the first point of
contact for SBAs but are not always
available
Internal communities provide access to
experts
SBA’s Responsibilities
Ensuring SB clients are serviced
with financial solutions that best
meet their needs
The Outcome:
 A Small Business Banking (SBB)
Community was created
 When faced with a deal challenge, Adam
posted his question in the Community.
 Experts from across the country
responded with advice helping Adam to
successfully structure the deal and close
the sale.
Access to experts: Through Connections, Adam has better access to
more experienced advisors
Efficiency gain: Adam is able to get timely and effective advice that helps
him meet his sales goals
Enhanced knowledge sharing: New SBAs like Adam can reach out to more
experienced Advisors without working through inefficient layers of hierarchy
Meet Adam a Community Small Business Advisor (SBA)

9. Social Customer Service is the new 1-800 number
 Social Customer Service teams in the US and
Canada help customers via Twitter, Facebook,
Blogs and Forums
@TD_Canada@TDBank_US
“@TD_Canada branch 307
manager Victoria is
fantastic- thx for helping
me get my $ just in time
for my trip! You guys
really are the best”
“@TDBank_US Are
you guys open on
weekends?”
“@TDBank_US Great
updates to the mobile
app! Real improvements
that are actually useful.
Way to go! :)”

10. Home Ownership
Investing &
Retirement
Saving &
Managing Money
Borrowing &
Managing Credit Customer Service
Farhaneh Haque Stephanie Mahony Marko Vidovich Andrew Ostos
Online community with access to TD experts
Since June, 2012 TD Helps
 Provided help and advice to
thousands of people
 Engaged with customers and
non-customers from all across
Canada
 Facilitated application leads to
various TD products
 Integrated operation within
Contact Centre

11. Lessons Learned: The Journey Continues
- Sustained leadership engagement is critical to drive adoption of
social business – invest in communication to build understanding,
education and inspiration
- Social Media team’s organization model, skills and governance
will evolve with time and growth - center of excellence is critical to
start and incubate programs, but to scale into social business, the
social team must embrace a move from ownership to enablement
- Social business brings a partnership imperative, especially in
financial services -- risk, privacy, legal, compliance, HR,
technology are key
- The future’s not what it used to be – its far more exciting – ask
yourself (and everyone you can) – what is now possible? How
can social transform the way my company does business!
10

12. Thank you!
Questions
Stay Connected!
Wendy Arnott, TD Bank Group - VP Social Media and Digital Communications
o wendy.arnott@td.com
o @Wendy_Arnott
o @TD_Canada
o @TDBank_US
o Facebook TD Money Lounge Canada
o Facebook TD Money Lounge US

13. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell