Coverage of this session by Kristen Platt of Connect with her by following her on Twitter.

2:10 —’s Erin McDaniel introduces CME Group’s Director of Corporate Marketing, Evan Peterson.

2:11 — Evan: 8 years ago, we realized that we were seeing the same people at events, and so we launched the Global Financial Leadership Conference — a new kind of event for our industry. It’s an exclusive event for our loyal customers.

We invite top folks to present like Bill Clinton, George Bush, etc. to spark interest in our customers. It’s 10 sessions over two days.

2:13 — But it’s about more than just having a fancy conference. We wanted to create a place for our customers to connect with one another. We also saw an opportunity to connect those customers on social and promote our brand at the same time.

2:15 — It’s also a great way to create new content for those customers to share via social. Evan explains their social media strategy timeline and their reach from all their social channels (they have the largest following in their industry on social media).

He explains their OpenMarkets Magazine: The mission: position CME as a high-level thought leader, engage followers, increase brand awareness, and drive business growth. It started off as a corporate blog, and now it has involved into a digital magazine for the company.

2:17 — For the conference, we utilize video, interviews, photos, and text (blogs, tweets, etc.) from the event and push that out to our social platforms. That way customers who were not able to attend the conference can still obtain that valuable content and share with their followers.

2:18 — Evan explains the planning process; Begins 4 months out, we meet every two weeks, coordinate with the video team 2 weeks out, and have daily meetings the week before.

2:20 — Questions to ask ourselves while planning for the event: What resources are available? How interested is our audience? What can we do in real-time? What are the best stories to share? Are there any restrictions or sensitivities?

2:22 — Next we integrate the content: On the website for event videos and photos, news coverage, and OpenMarket’s feed. We also have a conference proprietary app that includes Twitter streams, OpenMarkets blog access, and real-time messaging.

2:24 — Across our social channels, we divide things up and post headlines and photos on Facebook, client-interest blog posts on LinkedIn, etc. We also live-tweet every session and use a specific hashtag for attendees to contribute their findings.

2:25 — They have a video editing suite that their ten-person team uses after the presentation to immediately post the video footage of the presentations.

2:26 — Evan talks about how they work with the media to correlate coverage over several mediums. It also helps when the media shares the content using the conference hashtag.

2:27 — Stats from the 2013 conference: 2 days, 130 social shares, 1 million+ impressions, 21 video interviews, 10 blog posts, and 6 videos.

2:29 — Evan shares their main lesson learned: Do what our audience wants to see: Be timely and relevant. They also learned to archive the content from the event to create a large library of interesting content to re-purpose later. It helps to revisit.

2:30 — For the next conference, we will incorporate an interactive media wall, determine new capabilities for the GFLC app, and tie-in the CME Group LPGA Tour Championship experience that is going on during the same time as the GFLC conference.


Q: How do you create content and distribute for multiple languages?

A: Our digital communications team created a new handle for our Japanese followers because there was a lot of interest from that area.

Q: Do you capture content from attendees during the event?

A: We don’t capture it to publish, but we do keep track of it during the event. We would like to explore that opportunity more in the future.

Q: How do you avoid backlash from those in the social sphere during the event?

A: We haven’t really gotten a ton of haters associated with this particular event. Our key rule we stick to when pushing out content is to keep it interesting — so I think that’s why we haven’t received much backlash.

Q: When picking speakers do the restrictions for sharing content influence that decision?

A: It doesn’t really influence that decision, we just try to invite the most interesting and valuable speakers for our audience.

Q: How do you define success in this closed conference? How do you share these success factors with leadership?

A: In terms of social, it’s interaction and overall growth with what people are engaging with. We don’t have a set number, but we do try and push higher than last year’s numbers. As long as there is growth in what we produce and what customers are engaging with, we’re happy.


  1. James Young |

    During the Q&A, the question was raised (and an excellent question at that) “How do you create content and distribute for multiple languages?”

    Along the lines of culture, do cultural differences such as the ones mentioned in Hofstede’s Dimensions of Culture ever affect their marketing campaigns?

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