Our Work
Charles Schwab Public Profile
Go to the public profile on Facebook
Background
Charles Schwab has been providing sound financial advice and guidance to investors for over thirty years. In the last several years, the company has leveraged fresh innovations in technology and media to promote its brand to a new generation of upwardly mobile investors. As a result, the investment giant was eager to leverage the power of social media to reach potential clients with informative and engaging content.
In the winter of 2009, Buddy Media began work on two customized solutions for Charles Schwab that would spread its messaging across a wide audience of social networkers through the viral distribution of interactive content. The goal of the campaign was to cast a wide net that would reach social networkers in the places that they frequent the most: Facebook and YouTube. Buddy Media’s expert social media strategists developed a plan that would provide Charles Schwab with an ‘always on’ presence within two of the world’s most trafficked websites.
Objectives
- Design and optimize the Charles Schwab Facebook Public Profile with the Buddy Media Page Management System
- Design and optimize a branded Charles Schwab channel on YouTube
- Develop a pair of engaging interactive social media experiences to serve as portals to the Charles Schwab corporate website
Solution
The Buddy Media team leveraged the capabilities of their newly created Social Page Management System to create a pervasive brand presence for Charles Schwab on Facebook. A dedicated Tab (or Module) was constructed to house the Peer Comparison Tool — a personalized survey that shows users how their financial decisions compare to those of people within their demographic. A second dedicated Tab hosts the Talk to Chuck contest — an ongoing marketing initiative that lets users fill in a thought-bubble with creative and original financial advice for a chance to win a monthly prize, a $1,000 Charles Schwab investment account. Schwab videos and links to several open-web resources completed Buddy Media’s customization of the Facebook Public Profile.
In addition, Buddy Media created a YouTube channel that lives in a Charles Schwab branded “skin” and serves as a repository for interviews, informational videos, and the library of innovative ‘Talk to Chuck’ commercials. A prominent ‘Share’ module lets viewers send individual videos or embed the entire channel on their personal websites or blogs.
The combination of a customized YouTube channel and Facebook Public Profile helped Charles Schwab deliver a comprehensive messaging platform and build a long-term robust presence within the social media landscape.
