BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit http://gaspedal.com/blogwell In the BlogWell San Francisco case study presentation, "Social Media Engagement During a Financial Crisis," VP, Social Media Programs Joel Nathanson describes how Wells Fargo launched its engagement program, and used social media to help customers navigate through the minefields. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

1. How Big Companies Use Social Media
San Francisco | June 23, 2009
Joel Nathanson
Wells Fargo
“Social Media Engagement
During a Financial Crisis”

2. Social Media Engagement
During a Financial Crisis
Joel Nathanson
VP, Social Media Programs
Experiential Marketing
BlogWell San Francisco, June 23, 2009
© 2009 Wells Fargo Bank, N.A. All rights reserved. For public use.

3. Wells Fargo & Co: Embracing change since 1852
Wells Fargo
1852 Transcontinental 1900’s
Stagecoach Pony Express Telegraph
Railroad
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4. Wells Fargo & Co: Embracing change since 1852
Wells Fargo
1960’s Mainframe Drive-Up Charge Online 2006
ATM’S Blogs
Computing Tellers Cards Banking
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5. Social Media for Communications
Complementary:
Complements a broader communications strategy, by
providing an approachable, interactive, flexible and a real-
time channel.
Counters Vacuum Risk:
If you’re not participating, information vacuums can be
created in social networks, filled in by speculation by
employees and customers.
High Influence:
Reach more people through SEO, RSS, and WOM.
But Be Ready:
Have the infrastructure in place to respond to the issues and
questions raised across many channels.
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6. A reminder from our friends at
Legal, Risk & Compliance

7. Consumer Communications in Financial Services is
Not Without Risk or Oversight…
FCC OCC SEC FTC
Non-Public Gramm-Leach
General State Consumer
Civil Code Personal Bliley Act
Information Protection Act
Expert
Promise Guarantee Investments
Advice
Account Security & Privacy Product Disclosures
Investment and Insurance Products:
 Are Not insured by the FDIC or any other federal government or agency
 Are Not deposits of or guaranteed by the Bank or any Bank Affiliate
 May Lose Value
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8. Our Engagement Evolution
4. Engage
3. Expand
to
Networks
2. Publish
1. Listen
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9. Listen and Create a Baseline
Who What When Where Why
TruCast sample data
Quantitative Qualitative
 Top Authors  Product/Service
 Top Sites Insights
 Post/Comment  Sentiment
Volumes  Influence/Reach
 Trends
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10. Wells Fargo’s Blogs
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11. Wells Fargo in Social Networks
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12. twitter.com/Ask_WellsFargo
Engagement Goals: Appreciation and Service
Setting Clear Expectations:
 Who
 What
 Where
 When
 Why
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13. Twitter.com/Ask_WellsFargo:
Social Media as a Service Channel=Unique Challenges
 3rd Party platforms not always
reliable
 Maintain back up channels
 Unofficial Customer Service Reps
 Credibility/ Transparency
 Abuse: The squeaky wheel
syndrome
 Online Security: Need to take
account conversations offline
 Enterprise ready applications
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14. Building a Successful Program: Fundamentals
Clear Goals
 Who, What, Where, When, Why, & How
Willing
 To have a conversation
 Have a thick skin
 Make changes-improve products and service
 Have some empathy, apologize, and help
Adaptable
 As soon as you build it, it will likely change
Thoughtful and focused
 Start small
 Find your niche
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15. Lesson 1: You’ve Got Data… What next?
Determine what you’re going to do with the info:
 Organize and analyze
 Identify and target opportunities
 Integrate into product/service development
Begin building infrastructure & align product/service teams
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16. Lesson 2: Establish Community Guidelines
 What’s In and Out-of-Bounds
We’ll generally avoid topics like:
 Investor relations, stock price, etc
 Government relations & activity
 Legal/Regulatory issues
 Competitors, etc.
 Always bring value to the Community
 Be relevant- ease up on the sales pitch
 Err on the business side of business casual
 Always take the high road
 Remember that you’re a customer too—how would
you like to be treated?
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17. Lesson 3: Voice
Voice: Who will represent you?
 Front line customer service reps, execs, product
managers, PR/communications or marketing
professionals?
 Will you be funny, serious, sales-y, 2 kewl?
 What days/hours will you be available? 24x7?
 How will you staff your program?
 How will you handle customer issues?
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18. Lesson 4: Know the culture
 Not all conversations should be joined
 Regulatory issues
 Conversation etiquette: Don’t be invasive
 Back to basics reminder: Be a good conversationalist
1. Listen
2. See things from other perspectives
3. Be clear
4. Provide good information
5. Be polite and honest
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19. Lesson 5: Responding to Consumers
 There are real people (customers!) behind every
blog post, every online review, discussion, expressed
opinion.
 When you respond to one, you respond to many.
 Be sensitive to the individual situations
 Engagements are public, indexed by Google, and can
be very influential. Don’t forget that.
Wells Fargo Bloggers, Readers…Customers
Hello Hello
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20. Some Engagement Examples: Ask_WellsFargo
Unexpected Customer Service
Wells Fargo Bank just lost a customer due 2 miscommunication, horrible
customer service, & lack of considerance.
3:53 PM Apr 1st from web
@ Wait! I’d like to help if I can. Pls send me a DM and tell me what’s
going on and I’ll connect you with the right people. Thx!
7:50 PM Apr 1st from web in reply to
I want 2 thank the reps @Ask_WellsFargo 4 really getting 2 know the
customer and understand their view, I am more confident now than b4!
12:50 PM Apr 7th from web
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21. Wrap-up: Key Points
 Mainstream adoption is here & social media is a key
component in communications strategy.
 Don’t wait for a crisis to build your program.
 Start listening, build a program and
*when appropriate* Engage!
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22. Thank you!
http://blog.wellsfargo.com
http://twitter.com/ask_wellsfargo
http://youtube.com/wellsfargo

23. How Big Companies Use Social Media
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