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Leveraging the Power of the Community 237

basic premise is that “Everybody’s got a dream for Someday”
and that you can display your dream with your own video
to win the “Someday contest”.

1. Quality of Content (value-add) 5

2. Quality of Conversation 4

3. On Consumer’s terms 8

4. Virality/Advocacy 7

Royal Bank goes back to school

Royal Bank demonstrated an innovative approach by launch-
ing a financial advice blog written by students … for stu-
dents. Fans can access the page via Facebook – “RBC
Bankbook”. Royal Bank selected six full-time post-secondary
students from Canadian universities to write daily blogs on
money management. There are also videos available on the
bank’s website. How better to engage your target market
than to employ the market itself?

1. Quality of Content (value-add) 7

2. Quality of Conversation 8

3. On Consumer’s terms 9

4. Virality/Advocacy 7

Scotiabank’s staff goes social

Scotiabank decided to leverage the power of the social
dynamic internally for their staff. The Web 2.0 attributes
enabled (with the appropriate privacy and security mech-
anisms) information sharing and collaboration amongst the
staff. Employees were able to share, store, organize, search,
and manage information using blogs and wikis. The sharing