the science of storytelling: bny mellon
TRANSCRIPT
Invested in Our Legacy
232 Years of Innovation
Aniko DeLaneyGlobal Head, BNY Mellon Corporate Marketing
Bill Barrett
Head of Corporate Digital Marketing
May 2017
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The Beginning
Alexander Hamilton founded The Bank of New York in 1784
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The Buck Started Here
PLAY
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Improving Lives Through Investing
Investments Company for the World
Our Founder Heritage of Firsts
232 Years of
Insight and
Innovation
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Invested in Our Legacy Campaign Highlights
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Hamilton’s Voice – Unique Brand Opportunity
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Key Performance Indicators (KPIs)
Awareness Attract Engage
Convert Retain Advocate
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Social Media Results: Invested In Our Legacy
Engagement rate
above BNY Mellon average:
+34%
+40%
+818%
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BNY Mellon Homepage
Innovation Centers
Social MediaEmployee engageme
nt
AR/VR
Driving Culture Change
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Big Ideas Thought Leadership iPad App
2016 Silver Award
for Innovative Digital Solutions
.
2017 Webby Honoree
Mobile Sites & Apps
Financial Services / Banking
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Hamilton Quiz
Results:
• 28% Visits from Natural
Search
• 23% Visits from Direct
• 12% Visits from Social
Media promotions
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Career Quiz
Top personas:
22% Investment Ace
14% Tech Wizard
12% Client Connoisseur
12% People Person
11% Branding Champion
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Digital First: CEO Leads the Way
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• Social media
– Profiles
– Engagement
Digital Transformation
Corporate and
Personal Brands
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Thank you!
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