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Challenging
Conventions
November 2018
Charles Schwab
The Challenge of Reaching Audiences
2
Charles Schwab3
We want to connect with investors in a modern, human and aspirational
way
Philanthropy#MyModernWealthOwn Your Tomorrow
Charles Schwab
Own Your
Tomorrow
4
Charles Schwab5
Swimming with Sharks
Charles Schwab6
Not Impossible Labs
Charles Schwab
Not Impossible Labs
7
Charles Schwab
#MyModernWealth
8
Charles Schwab
A Personal Definition of Wealth
9
Charles Schwab
#MyModernWealth
10
Charles Schwab
Get Out of Your Comfort Zone
11
§ Served 7.5MM impressions
§ Click through rate was .50%; Reddit
avg is 0.31%
§ 162,152 Total engagements; 10x
Reddit eng rate;
§ 5.3x Reddit upvote rate
§ 3.9x Reddit comment rate
Charles Schwab
Philanthropy
12
Charles Schwab
Millennials prefer engaging with brands with similar values
*Fast Company : As Millennials demand meaning, older brands are not aging well (10.5.2017)
13
68% of Millennials say creating change in the world is a
personal goal that they actively pursue*.
41% of Millennials say they have recently taken
concrete action (protesting, marching, volunteering in
campaign), whereas only 17% of boomers have*.
Charles Schwab14
Volunteer Week
Charles Schwab
Donors Choose
15
Charles Schwab
Be Interesting
16
“You can’t sell anything, if you can’t tell anything – Beth Comstock
CommunityHumanAspirational
Thank you
Charles Schwab
Brokerage Products: Not FDIC-Insured. No Bank Guarantee. May Lose Value.
The material contained herein is proprietary to Schwab and for informational purposes only. None of the information constitutes a recommendation
by Schwab or a solicitation of an offer to buy or sell any securities. This information is not intended to be a substitute for specific individual tax, legal
or investment planning advice. Where specific advice is necessary or appropriate, please consult a qualified tax advisor, CPA, Financial Planner or
Investment Manager. Schwab does not guarantee the suitability or potential value of any particular investment or information source. Certain
information presented herein may be subject to change. Neither the presentation, nor any information or material contained in it may be copied,
assigned, transferred, disclosed or utilized without the express written approval of Schwab.
The Charles Schwab Corporation (Charles Schwab) provides services to retirement and other benefit plans and participants as well as equity
compensation plan services and other financial and retirement services to corporations and executives through its separate but affiliated companies
and subsidiaries: Schwab Retirement Plan Services, Inc.; Schwab Retirement Plan Services Company; Charles Schwab Trust Company, a division of the
Charles Schwab Bank; and Charles Schwab & Co., Inc. Brokerage products and services are offered by Charles Schwab & Co., Inc. (Member SIPC).
Deposit and lending products and service are offered by Charles Schwab Bank, member FDIC and an Equal Housing Lender.
Important information

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SmartSocial Summit | How Established Brands are Succeeding on Social: Charles Schwab

  • 2. Charles Schwab The Challenge of Reaching Audiences 2
  • 3. Charles Schwab3 We want to connect with investors in a modern, human and aspirational way Philanthropy#MyModernWealthOwn Your Tomorrow
  • 9. Charles Schwab A Personal Definition of Wealth 9
  • 11. Charles Schwab Get Out of Your Comfort Zone 11 § Served 7.5MM impressions § Click through rate was .50%; Reddit avg is 0.31% § 162,152 Total engagements; 10x Reddit eng rate; § 5.3x Reddit upvote rate § 3.9x Reddit comment rate
  • 13. Charles Schwab Millennials prefer engaging with brands with similar values *Fast Company : As Millennials demand meaning, older brands are not aging well (10.5.2017) 13 68% of Millennials say creating change in the world is a personal goal that they actively pursue*. 41% of Millennials say they have recently taken concrete action (protesting, marching, volunteering in campaign), whereas only 17% of boomers have*.
  • 16. Charles Schwab Be Interesting 16 “You can’t sell anything, if you can’t tell anything – Beth Comstock CommunityHumanAspirational
  • 18. Charles Schwab Brokerage Products: Not FDIC-Insured. No Bank Guarantee. May Lose Value. The material contained herein is proprietary to Schwab and for informational purposes only. None of the information constitutes a recommendation by Schwab or a solicitation of an offer to buy or sell any securities. This information is not intended to be a substitute for specific individual tax, legal or investment planning advice. Where specific advice is necessary or appropriate, please consult a qualified tax advisor, CPA, Financial Planner or Investment Manager. Schwab does not guarantee the suitability or potential value of any particular investment or information source. Certain information presented herein may be subject to change. Neither the presentation, nor any information or material contained in it may be copied, assigned, transferred, disclosed or utilized without the express written approval of Schwab. The Charles Schwab Corporation (Charles Schwab) provides services to retirement and other benefit plans and participants as well as equity compensation plan services and other financial and retirement services to corporations and executives through its separate but affiliated companies and subsidiaries: Schwab Retirement Plan Services, Inc.; Schwab Retirement Plan Services Company; Charles Schwab Trust Company, a division of the Charles Schwab Bank; and Charles Schwab & Co., Inc. Brokerage products and services are offered by Charles Schwab & Co., Inc. (Member SIPC). Deposit and lending products and service are offered by Charles Schwab Bank, member FDIC and an Equal Housing Lender. Important information