What do You , Aaron Rodgers, and Associated Bank have in common?

1. What do You, Aaron Rodgers, and Associated Bank have in common? Social Media Rock Star Event May 22nd, 2013

2. Maybe more than you think… • Are you setting goals in your life and are you making plans to achieve them? • Does it help you to have a sense of inspiration when you pursue these goals? • Do you experience struggles and obstacles along the way? • Are you looking for ways to overcome these obstacles? • Do you appreciate it when someone lends you a hand in getting there? But first, let’s take a step back…

3. Why are we here today? • To learn about a Social Media strategy that is a bit different – Myinspirationbank.com (featuring Aaron Rodgers) • To allow you a glance behind the curtain and understand the why, what, and how of bringing such a strategy to life • To share outcomes and lessons learned which (hopefully) apply to your efforts as well • Let’s get started…. A video is worth a 1000 words

4. The Idea • Associated Bank is on a journey towards becoming a bank that puts the customer and the community at the heart of its strategy • Who cares… all banks are evil • What would it take to show you? How do we not just say that, but live it? What if we had a website with tools that are just for you, not for our benefit? • Who cares… all banks are evil • What if that site had unique video content featuring Aaron Rodgers talking about what inspires him, sharing a side of him that you have never seen before? What if you could draw inspiration from him? • Hmmm, tell me more

5. Elements of the Social Media Project Core content • What is a universal need that we all have? • Achieving goals • What do we know about the drivers of success in achieving goals? • Inspiration, articulating a goal, setting milestones, tracking your progress, sharing with others, getting encouragement, having resources to help us get there • How can we connect Aaron with the project? • Authentic, sharing his experiences and insights • His sources of inspiration and Aaron as a source of inspiration • What else would Aaron fans like to see? • All things Aaron • Fan contest Aaron content

6. Elements of the Social Media Project Site development • Part of the bank’s web site vs. standalone • Truly social vs. moderated • Traditional look and feel vs. innovative/different • Time to market • Chicken and egg problem of content and community • Online advertising channels, channel mix • Social media support • Traditional media, radio, outdoor • Bank’s web site • Partner outreach Marketing approach

7. MyInspirationbank.com

8. Results of the Project to date Defining Success • Traffic to the site • Engagement with the site • Growth of the community • Secondary: conversion to business opportunity • Driving traffic through various channels – mixed results, very hard to predict what works, short spurts for trial and error • Engagement with the site – a smaller group of highly engaged users (7 minutes on site); a large group of bouncers (75%) • Growth of the community – Consumption oriented vs. goal oriented, where and when is someone in the mindset to be inspired and take action Achieving Success

9. Results of the Project to date General User Experience • Site not intuitive, purpose not clear at first glance • Confusion between Aaron Rodgers focus and inspiration focus, and what does all of this have to do with a bank… • Wow effect on content, but many never make it that far • High level of excitement among people who “inspire for a living” • Teachers/Educators, Health Professionals, Coaches • Opportunity for personal achievement • Opportunity for dialogue with family, friends, children Inspiration User Experience

10. Lessons Learned • Be clear who your target audience is, and where/when you want to engage them (and where/when they want to engage with you) • Purity of the concept matters, don’t dilute your core with bells and whistles or “other stuff” • Navigation standards matter… a lot, creative design does not outweigh intuitive access to the content • Incubator concept: distributing responsibilities for a project among many players (who all have many other responsibilities) does not give you the focus and momentum you need • Motivation trumps money in social marketing • Forget about the stories of “viral content” – it is a steady climb (for all but very few)

11. Next Generation MIB • More intuitive/typical navigational feel for home page, purpose is clearer • Remove “Aaron fan zone”, showcase Aaron more purely in inspirational connection • Replace top down Marketing with grass roots outreach, remove conflict with consumption mindset • Partner strategies, dedicating a journey • Social ownership: colleague groups will own resource portals, content, and grass roots opportunities; potential to extend into MIB user base • Not yet: true social functionality