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	March 12, 2010 Case Study: USAA Uses Social Media To Drive Sales, Product, And Service Strategies Capturing Ratings And Reviews Fits Well With USAA's Overall Strategy by Brad Strothkamp with Carrie Johnson, Courtney Tincher, Brendan McGowan	Average: 9  (6 ratings)

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Executive Summary

Financial services firm USAA created its first formal social media strategy in October 2008. In 2009, it further refined and represented the strategy as four pillars of focus: listening, engaging, strengthening relationships, and innovation. As a tactic of listening and engaging, USAA engaged Bazaarvoice to offer ratings and reviews to its members on USAA.com. Nearly a year later, the results are astounding. Thousands of members have provided reviews, and USAA has used those reviews to drive product improvements, improve Web site conversion, and increase interactive marketing effectiveness.

TABLE OF CONTENTS

• Situation: USAA Pondered The Role Of Social Media To Its Business
• Best Practice: USAA Brings Social Media Tactics To eBusiness
• Ratings And Reviews Provide The "Authentic Voice" Of USAA Members
• USAA Has Achieved Tangible Results From The Use Of Social Media On Its Web Site

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• USAA Leads The Way In Bringing Social Media To eBusiness
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