Invested in Our Legacy

232 Years of Innovation

Aniko DeLaneyGlobal Head, BNY Mellon Corporate Marketing

Bill Barrett

Head of Corporate Digital Marketing

May 2017

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The Beginning

Alexander Hamilton founded The Bank of New York in 1784

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The Buck Started Here

PLAY

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Improving Lives Through Investing

Investments Company for the World

Our Founder Heritage of Firsts

232 Years of

Insight and

Innovation

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Invested in Our Legacy Campaign Highlights

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Hamilton’s Voice – Unique Brand Opportunity

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Key Performance Indicators (KPIs)

Awareness Attract Engage

Convert Retain Advocate

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Social Media Results: Invested In Our Legacy

Engagement rate

above BNY Mellon average:

+34%

+40%

+818%

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BNY Mellon Homepage

Innovation Centers

Social MediaEmployee engageme

nt

AR/VR

Driving Culture Change

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Big Ideas Thought Leadership iPad App

2016 Silver Award

for Innovative Digital Solutions

.

2017 Webby Honoree

Mobile Sites & Apps

Financial Services / Banking

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Hamilton Quiz

Results:

• 28% Visits from Natural

Search

• 23% Visits from Direct

• 12% Visits from Social

Media promotions

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Career Quiz

Top personas:

22% Investment Ace

14% Tech Wizard

12% Client Connoisseur

12% People Person

11% Branding Champion

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Digital First: CEO Leads the Way

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• Social media

– Profiles

– Engagement

Digital Transformation

Corporate and

Personal Brands

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Thank you!

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