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Growth, trust and loyalty in a hyper-distracted world Lisa K. Hunt February 22, 2018
Charles Schwab & Co., Inc. (Schwab), Member SIPC offers brokerage services and
products. The information provided here is for general informational purposes only
and should not be considered an individualized recommendation or personalized
investment advice.
Charles Schwab Confidential 2
Charles Schwab Confidential 3
A Connected, Noisy and Social Media-Driven World
Hours per day spent
consuming content
11+ hours
More connected than
ever…
Number of connected devices a consumer owns1
3.64
24 hours
…And bombarded with noise
every day
> 800 TV channels +
>500M digital properties +
500 hours of video/minute
uploaded to YouTube
Human attention span has
shortened to 8 seconds
number of social media
accounts held
5.5
Note: (1) Electronic devices include TV, radio and smartphones
Source: Digital Consumers Own 3.64 devices, Global Web Index, 2016; Americans Use Electronic Media 11+ Hours a Day, Statista, 2015; You have a Shorter Attention Span Than a Goldfish, Time, 2015; Marketing: 96 Amazing Social Media Statistics and Facts for 2016, Brandwatch, 2016
“The average person scrolls through 300 feet, or one Statue of Liberty, of mobile content every day.”
– Facebook's Andrew Keller
September 2017
The World of Marketing and Communications is Changing
Polarization Audiences have strong, often opposing
views on an array of topics, which significantly impacts how communications are received and organizations are viewed.
Convergence How people consume news and
information has become more distributed, mobile, omni-channel, rapid, and peer
driven. Trust in sources is low.
Expectations Expectations of corporations are changing,
based on the shifting – increasing – demands of the various stakeholder audiences they rely on to succeed.
Macro Trends Affecting Communications…
[Y VALUE] 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3
[VALUE] [VALUE] -3 -10 -10 [VALUE] [VALUE]
-17 -17 -21
-37
Ch
ina
UA
E
S. K
ore
a
Sw
ed
en
Ma
lay
sia
Po
lan
d
Tu
rke
y
Sp
ain
Ru
ss
ia
Ire
lan
d
Ind
on
esia
Me
xic
o
Jap
an
Arg
en
tin
a
Ho
ng
Ko
ng
Th
e N
eth
erl
an
ds
Ge
rma
ny
Fra
nc
e
U.K
.
Ca
na
da
Sin
ga
po
re
Au
str
alia
Co
lom
bia
Ind
ia
S. A
fric
a
Bra
zil
Ita
ly
U.S
.
16 markets with
Typical Changes in Trust
Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across
the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was
calculated, please refer to the Technical Appendix.
5
Aggregate percentage point change in trust in the four institutions, and change
from 2017 to 2018
The Polarization of Trust
6 markets with extreme
Trust Gains
6 markets with extreme
Trust Losses
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them
a great deal.” (Top 4 Box, Trust) Informed Public and General Population, U.S. The Trust Index is an average of a market's trust in the
institutions of government, business, media and NGOs. Informed Public and General Population, U.S.
6
Trust Crash in U.S.
Business Media NGOs Government
-9 -10 -14 -5
-22 -20 -30 -22
2018 2017
43 TRUST
INDEX
45 TRUST
INDEX
9-point decrease
Fell from 8th to 18th place
General Population
23-point decrease
Fell from 6th to last place
Informed Public
Y-to-Y Change − + 0
Change from 2017 to 2018
43
30 31 32 32 32 33 33 34 35 35 39 40 42 42 43 43 43 44 45 47 48 49
52 55 56
61
68 71
Glo
ba
l 2
8
Turk
ey
Au
str
alia
Ja
pa
n
Sw
ede
n
U.K
.
Fra
nce
Ire
land
Po
land
Ru
ssia
S. A
fric
a
Arg
en
tin
a
S. K
ore
a
Ge
rma
ny
U.S
.
Bra
zil
Co
lom
bia
Ho
ng
Ko
ng
Sp
ain
Ita
ly
Ma
laysia
Me
xic
o
Ca
na
da
Sin
ga
po
re
The
Ne
therla
nd
s
UA
E
India
Indo
ne
sia
Ch
ina
Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please
indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust
them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-market global total.
7
Percent trust in media, and change from 2017 to 2018
Media Now Least Trusted Institution Trust Neutral Distrust
Distrusted in 22 of 28 of markets
l l l l l l l l l l l l l l l l l l l l l l l l l l l l l 0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6
Y-to-Y Change − + 0
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you
trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine
means that you “trust them a great deal.” (Top 4 Box, Trust) S11. For whom did you vote for in the last Presidential election?
General population, U.S., among Trump (n=373) and Clinton (n=502) voters. 8
Percent trust in each institution, Trump vs. Clinton voters
U.S. Trust in Media Diverges Along Voting Lines
47
57
35 27
54 47
35
61
Business Media NGOs Government
difference in
trust in the
media
34pt
Trump
Voters
Clinton
Voters
22-point
decline since
the election
63 61
54 50 50
47 46 44
41 39
35
Source: 2018 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company,
if you heard information about a company from each person, how credible would the information be—extremely credible, very
credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible), question asked of half of the sample.
General population, 28-market global total.
9
Percent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018
An Opportunity for Brands
+3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6
“Everyone is entitled to his own opinion but not his own facts.” – Senator Patrick Moynihan
Person like
yourself
at all-time low
− Y-to-Y
Change
+ 0
Tech
nic
al
exp
ert
Acad
em
ic e
xp
ert
A p
ers
on
lik
e
yo
urs
elf
Fin
an
cia
l
ind
ustr
y a
naly
st
Su
ccessfu
l
en
trep
ren
eu
r
Em
plo
yee
NG
O
rep
resen
tati
ve
CE
O
Bo
ard
of
dir
ec
tors
Jo
urn
alist
Go
vern
men
t
off
icia
l/re
gu
lato
r
Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the
following statements? (Top 4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential
expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO
who oversees a particular country, how would you characterize each using the following three-point scale? (Most important
responsibility, code 3), question asked of half of the sample. General population, 28-market global total. 10
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO
Business is Expected to Lead
Percent who say that CEOs
should take the lead on
change rather than waiting
for
government to impose it
60
64
68
69
For CEOs, building trust is job one
64%
Their company is trusted
Their products and services are high quality
Business decisions reflect company values
Profits and stock price increase
Leading a trusted brand experience
Information classification here
Macro Trends Affecting Communications…
Building trust in a changing, distracted world
01 Actions matter –
words matter less
02 We do not control
the message
What does this mean?
Consumers will watch what you do versus listen to what you say
• Communications implications…
• Show, don’t tell
• Use proof to back up statements
• Share more
• Use experiences to connect
What does this mean?
It is not what we say about ourselves but what others say about us that matters most
Communications implications…
• Third-party influencers have an outsized impact on audience perceptions
• Communications with inherent “share-ability” will go farther
• Public commitments to ‘doing the right thing’ are critical
03 Brand loyalty is
more transient
than ever
What does this mean?
You are only as good as your last innovation
Communications implications…
• Consider potential to differentiate or demonstrate innovation
• Innovative:
• Messages/language
• Channels/Content
• Experiences
05 Content is king
06 Data and
technology are
critical
What does this mean?
Brands used to buy media. Brands are now the media.
Communications implications…
- Focus on audiences, what drives them
- Use insights to shape content
- Optimize content for multiple channels
What does this mean?
Importance of data and technology cannot be overstated.
Communications implications…
- Use data to guide communications activities
- Employ channels that reflect current audience usage, preferences
- Prepare for downside of tech (i.e., cyber)
04 Values matter
What does this mean?
Consumers want to know not just what you do but what you believe
Communications implications…
- Show values in action:
- Connect on emotions, not just facts (head and heart)
- Build relationships
Building trust in a changing, distracted world
Charles Schwab Investment Management
Communicate wisely: Use what you know
Place and time for meeting
Use of technology
Information sources
Deliver information based on client preferences
Baby Boomers Millennials
Hard
copies
Less
technology
More face-to-face contact
Digital More
technology
Social media
15 © 2017 J.D. Power. All Rights Reserved.
How Do Millennials Consumers Differ?
Value focused
Digital oriented
Referral driven
Problem prone
20% 12%
Millennials All FS Investors
Commissions and Fees Impact on FSI Overall
Satisfaction
21% 11% Digital and Mobile Offerings
a Top 3 Driver of FSI Firm Selection
Average Number of Positive Firm Referrals Made Over Previous 12
months
6.2 3.2
19% 8% Experienced at Least One
Problem in the Past 12 Months
Sources: 2017 J.D. Power Full Service Investor Satisfaction Study ; 2016 J.D. Power Millennial Study
Charles Schwab Investment Management
Expanding Channels Of FA Communication
819
841
848
856
866 867 81%
50%
27%
14% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
800
810
820
830
840
850
860
870
880
FSI Average Phone Email In Person Text Online (e.g., chat,
social media,
website, etc.)
OSAT Contacted by FA
Emerging channels like text, chat and social media are still relatively infrequently used by
FAs, but clients getting contacted through those channels are significantly more satisfied.
FSIs Contacted in Past 12 Months by Advisor
Source: 2017 J.D. Power Full Service Investor Satisfaction Study
Charles Schwab Investment Management
Mobile usage continues to grow and breadth of functionality usage increases among
users, driving up satisfaction with the channel.
21%
36%
9% 12%
2014 2017
Millennials All other investors
28%
49%
50%
62%
64%
69%
77%
87%
20%
39%
52%
48%
76%
76%
69%
79%
0% 50% 100%
Ask a question (not a
problem/complaint)
Withdraw from your investment
account
Research investment options
Deposit to your investment
account
Execute a trade
Verify a trade
Review portfolio performance
Review investment account
balance
Mobile Functionality Usage among SDIs
822
842
817
839
2014 2017
Millennials All other investors
Mobile Usage among SDIs
Satisfaction with Mobile Channel among SDIs
Mobile Interaction Beyond Trading
Source: 2017 J.D. Power Self-Directed Investor Satisfaction Study
2014
2017
Confidential for internal purposes only Charles Schwab Q1 2017
SNAP One-Year Growth At A Glance
Confidential for internal purposes only Charles Schwab Q1 2017
Engagement Grows As SNAP Participant Activity Increases
Executive Engagement… Celebrating branch openings…
… to promote
our presence in
the community
… which
increases
program
enthusiasm
Confidential for internal purposes only Charles Schwab
Participants are promoting and building their Brand on social media with personal, self-authored content
Engaging in their own voice …
… and increasing
engagement
with their
networks
Confidential for internal purposes only Charles Schwab
Participants are promoting and building their Brand on social media with personal, self-authored content
Sharing their great work in their community …
… and promoting
important events
Charles Schwab Investment Management
Connecting in new ways through team engagement
IF YOU PLACE AN IMAGE IN
THE BACKGROUND YOU CAN
ADD TRANSPARENCY TO THE
TITLE BOX:
1. Select the box
2. Right click and select
‘Format Shape”
3. Set the ‘Fill Transparency’ to
15%
4. Click ‘Close’
TITLE BOX
1. Never change the square
box shape
2. Allow text to wrap in the box
shape
3. Title should be sentence
case (cap first word, only
cap proper nouns)
HOW TO ADD AN IMAGE TO
THE BACKGROUND
1. Right-click the background
or in the outside slide
margin
2. Select ‘Format Background’
3. Select ‘Picture fill’
4. Browse to find your image
(Ideally it has a 4:3 aspect
ratio or similar)
5. Select the image
6. Click ‘Close’
Q&A
IF YOU PLACE AN IMAGE IN
THE BACKGROUND YOU CAN
ADD TRANSPARENCY TO THE
TITLE BOX:
1. Select the box
2. Right click and select
‘Format Shape”
3. Set the ‘Fill Transparency’ to
15%
4. Click ‘Close’
TITLE BOX
1. Never change the square
box shape
2. Allow text to wrap in the box
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3. Title should be sentence
case (cap first word, only
cap proper nouns)
HOW TO ADD AN IMAGE TO
THE BACKGROUND
1. Right-click the background
or in the outside slide
margin
2. Select ‘Format Background’
3. Select ‘Picture fill’
4. Browse to find your image
(Ideally it has a 4:3 aspect
ratio or similar)
5. Select the image
6. Click ‘Close’
Thank you for giving me more than 8 seconds!
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