How @TD’s Using #socialmedia

to Support Financial Literacy

FCAC-OECD Conference on Financial Literacy – May 2011

Wendy Arnott

VP Social Media & Digital Communications

What is TD Bank Group?

81,000 employees

6th largest bank in North

America1

2,430 points of presence

19 million customers

All figures as at TD’s Q1 2011 reporting period (the period from November 1, 2010 to January 31, 2011).

1 By Market Cap and Total Assets in comparison to North American Peers. Balance sheet metrics are converted to U.S. dollars at an exchange rate of 0.9985 USD/CAD (as at January 31, 2011). Market cap (US$66.0 billion) is as at January 31, 2011. North American Peers includes Canadian Peers and

U.S. Peers. Canadian Peers includes other big 4 banks (RY, BMO, BNS and CM) adjusted on a comparable basis to exclude identified non‐underlying items. Based on Q1/11 results ended January 31, 2011. U.S. Peers includes Money Center Banks (C, BAC, JPM) and Top 3 Super‐Regional Banks (WFC,

PNC, USB). Adjusted on a comparable basis to exclude identified non‐underlying items. For U.S. Peers, based on their Q4/10 results ended December 31, 2010.

Europe

2

@TD’s #socialmedia presence

3

#socialmedia…part of @TD’s overall program

Financial literacy community priorities

demonstrate a strong commitment and thought leadership to making a

difference in the area of financial literacy

be known as the leading financial services organization contributing to

financial literacy in North America

We do this by contributing

financial resources

human resources

ideas and thought leadership

financial literacy information & tools

4

Being where our customers are

A program that helps

customers during tough

times

Initially started during the

recession – now evolved

Educational content

includes tools, tips, and

videos

Users can also provide

feedback

Content can be shared

across social media

platforms

TD Helps

5

Quick financial #TDtips about

various “big” financial topics, such

as mortgages and RSPs

Engagement is maximized by

using TD’s spokespeople to

convey the twitter messages

Messages link to more robust

resources, such as a “first time

home buyers” site

Additional features on the site

allow for tips and educational

information to be shared by the

user

Guiding to helpful resources

#mortgagemondays on twitter

6

Online extension of classroom and

in-store education curriculum for

children from K to 12th grade

WOW! Zone interactive website

has sections for kids, teens,

educators and parents

Includes tips and ideas for parents

to use at home

Video episodes use Penny Arcade

and friends to deliver financial

lessons in a cartoon format

A social extension to education

TD Bank WOW! Zone

7

Facebook page targeting

university-bound and

enrolled students

Offers information and

tips related to managing

education costs and

adjusting to life away

from home

“Wall” used to answer

questions, educate, make

offers and promote

student-friendly events

TD Money Lounge on facebook

Connecting with students

8

“How to” is key to engagement

Video is becoming a

preferred means for

absorbing information

And self-study (i.e., “how to”)

is defining how we’ll be

packaging educational

content going forward

The evolving behavior of

users will dictate how exactly

the “edutainment” will be

delivered (i.e., a computer,

mobile device or tablet?)

9

Social media guidelines and training

Ponder Before You Post

Practice Transparency

Confidentiality & Privacy

are Paramount

Be a Good Online Citizen

Be a TD “scout”