CME Group: “Finding Your Audience Online” — Live from BlogWell

2:10 — Bob Pearson introduces Allan Schoenberg, CME Group’s Director of Corporate Communications.

2:12 — Allan: I’ll talk about this concept I’ve dubbed Marketplace 4.0

2:12 — Allan: CME trades just about everything in terms of asset classes that you can imagine: wheat, grain, corn, real estate, energy, metal, etc. We also have partnerships with other exchanges around the world.

2:13 — Allan: Where do I get this 4.0 concept? 1.0 is the original “crowdsources”, the physical marketplace.

2:14 — Version 2.0 is went we went public.

2:15 — Version 3.0 is when electronic trading took over. In 2004 electronic trading was at 50%; today it is at 85%.

2:16 — Focus on LinkedIn, Twitter, and Facebook, although CME is trying to use social bookmarking like Delicious and StumbleUpon.

2:16 — Allan: If it’s news, it affects our customers. We’re doing exchange talk in Twitter where I interview someone from the marketplace every week, and it’s started gaining traction.

2:17 — Allan: We use social media as both strategy and tactic, to extend the benefits of our brands through new channels and to be a leader in financial services social media.

2:18 — Allan: We look at brand enthusiasm, loyalty, and advocacy.

2:19 — CME’s involvement in social media started in 2007. There was a page in Facebook for CME Group and Allan reached out to its maintainer.

2:19 — CME started using Twitter in 2008. They are looking for key partnerships in Twitter, such as @StockTwits.

2:21 — Traders are using Twitter to gain market intelligence as well.

2:22 — Allan uses the 70-30 rule on Twitter. 30% is about CME Group. 70% is indirectly about CME. It adds authenticity and credibility to their brand. He also tries to be responsive to everything about the marketplace and social media.

2:24 — CME is taking a long, hard look at LinkedIn, which has done wonders for groups. It is the one platform that is safe and transparent, since you cannot hide behind any username or a cartoon for an avatar.

2:25 — Lessons Learned: Know your limits, use the 70-30 rule, experiment a lot, and there are a ton of resources that can be used.

2:27 — What’s Next? Measurement and evaluation, employee education, integration with traditional communications, SEO development, and implementation of video and audio content.


Q: What were the key obstacles you had to overcome?

A: Many questioned why it needed to be done, how CME had to respond, and who had to do it. The last one was easy because I enjoyed doing that. The why was the bigger factor. I used the audience segmentation chart to show how we could use the tools to reach the customers.

Q: I was looking up your Twitter and Facebook pages. There’s a really huge following in Twitter but not as much in Facebook.

A: The numbers are very different. They’re very skewed to Twitter. There are a number of reasons: Twitter is more real time and the marketplace is all about getting information now. It’s just a better model.

Q: You say you do a lot of measurement. What do your bosses want to know and what do you provide them?

A: I don’t have all the answers yet. I just started using Social Radar on an experimental basis. I’m pushing out clickthroughs using Bit.Ly. I’m trying to get our team to use metrics we’re already using. I use numbers and comments right now.

Q: As a trading company, what is the drop-off after 4pm?

A: That’s a good question, actually. I haven’t measured yet, but there is definitely a drop-off.

Q: You talked about the 70-30 rule. How did you determine that it’s the right breakout?

A: I did some of the math in my head in terms of looking at the things I pointed. It’s a loose rule but there’s so much external content to talk about that sometimes it goes up to 80% external news.

Q: You’re using a lot of video. Why is it starting to become the more dominant tool to tell your story?

A: There is a bit more authenticity to the visualization of video content. We have access to so many great people and we can capture that on video too.

Q: How do you allocate your human resources for social media?

A: You’re looking at him. I’m getting more behind-the-scenes help as it grows, however. Right now it’s just me doing it. The LinkedIn stuff is done by other people though.

Q: Do you have a plan or strategy to grow your social media presence or is it just something that’s just growing passively or evolving naturally?

A: All of the above.

Q: If you had to hire someone to do the job, what traits would you look for?

A: I think a passion for the stuff. There has to be a background in finance and economics, and familiarity with legal issues. You also have to be a conversationalist.

Q: What’s the goal? Brand recognition, driving revenue, customer retention?

A: We can look at it to save money. It is brand recognition and issue management.



  1. STi_Facebook

    CME Group: “Finding Your Audience Online” — Live from BlogWell …

    This comment was originally posted on Twitter

  2. STi_Bookmarking

    CME Group: “Finding Your Audience Online” — Live from BlogWell …

    This comment was originally posted on Twitter

  3. Steven_ecf

    CME Group: “Finding Your Audience Online” — Live from BlogWell …

    This comment was originally posted on Twitter

  4. EricBerryATL

    CME Group: “Finding Your Audience Online” — Live from BlogWell,

    This comment was originally posted on Twitter

  5. halverk

    Good interview with @CMEGroup about their SM involvement RT @EricBerryATL: Finding Your Audience Online via: BlogWell,

    This comment was originally posted on Twitter

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again