The Navy Federal Blog

What is a blog?

A web site dedicated to longer discussions who’s content is easily discovered and

cataloged by all search engines.

Navy Federals Properties Reached via desktop or mobile

BlogSite Social

YouTube Foursquare

Facebook TwitterNFO

NFOAA

Home Center

Ownership

Property Type

Interaction

Properties

Business Case

Conversation

Commenting

Research

Proprietary

Deep Discussion

Recommendations

Branding

Non-proprietary

Chit-chat

Bazaarvoice/A&B

Transactions

Proprietary

Business

(SEO)

The Benefits

Greater visibility, reach, and integration to all publications

We become a trusted content and research provider

Control of branding

More meaningful analytics

Search Engine Optimization (SEO)(SEO)

BuyCostRatingsResearch

The Buying & Engagement Process

Reengage to acquire other products or services

Take further action positive or negative or look for support

Source: Forrester

BuyCostRatingsResearch

SEO Blog Blog • NFO • Social NFOAASocial Media

Identify need

The Blog Audience

By year end, over half of all internet users will be interacting with blogs

181 millionPublic blogs

TextText53% are Gen-Y and1/3 live in the U.S.

51%Women

49%Men

57%

Source: Sysmos Inc., June 2010, Inside Blog Demographics

Financial Blogs

the Navy Federal Blog !

We are the trusted financial advisor for members of the military and their families

!Not product specific

!Looking out for members financial interest

Introducing:

Sample Content

The Goal is Four Articles a Month !

Alan Maceachin — FMC Economic Forecast !

Travis Gound — Investment information !

Time Warner/CU Content — Syndicated financial information !

Business areas — Personal finance, Fraud prevention...

Proposed Operations

Leverage existing software (same as Home Center)

You must be registered with the site to comment

Use current Rules of Engagement; PR will manage comments

SLA: 24 hours, Mon. thru Fri.

We reserve the right to open and close comments

All content will be routed through compliance

Next Steps

Concurrence to move forward

Finalize design

Launch summer