Digital Marketing and Communications for Investment Professionals

Everyone is Online

Source: Google

Yes… Everyone

Baby Boomers (Age 50-68) Seniors (Age 69+):80MM in US, controlling 70% of the wealth

HNWIs Demand Online Engagement

The Moment of Truth

Consumers check out your website after a traditional outbound marketing campaign

Source: Google

“Pre-Stalking”

DISCOVERCONTACT

42% “Pre-Stalk” Investment Advisors before meeting with themSource: 2nd Annual Survey of Advisory Success: 2014, Pershing BNY Mellon

Even Baby Boomers “Pre-Stalk”

Advisors UsingSocial Media

30%

Advisors NOT Using

Social Media70%

Social Media

Using a Website for their Firm

72%

Advisors WITHOUTa Website

28%

Websites

Advisors Can Do Better Digitally

49% of Clients can’t find their Advisor online

Source: 2nd Annual Survey of Advisory Success: 2014, Pershing BNY Mellon

Source: Finect survey, 2014

Your Brand is a Conversation

Who are you speaking to?

What are you trying to say?

Source: Financial Planning Tech Survey, Joel Bruckenstein, 2014

Social Media Channels Used by Financial Advisors

What is your desired outcome?

YOU CAN PARTICIPATE BUT DO NOT HAVE CONTROL

Three C’s of Sticky Conversations

Clarity

Consistency

Content

“Clarity Trumps Persuasion” - Dr. Flint McGlaughlin, MECLABS

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle

Be Shareworthy - “Why Should I Care?”

Compliance

Social Media is Advertising

Restrict Conversations

Establish Protocol

• Archive• Verify Accuracy of All Proprietary Commentary• Document Approval by Principal

• Limit Channels & Content Type in Each• UGC is good, but it is ________ when monitored by the SEC/FINRA

• Schedule all Posts : Hootsuite, Bufferbox, FutureTweets, Social Sprout, etc.• Involve Multiple People• Document Approval by Principal

Compliance Specifics

Turn Off activity broadcasts

Turn Off display of Skills

Turn Off & Do Not Give Endorsements

Do not sync or upload contacts from Outlook

No specific investment advice or recommendations

No pictures of or details about Clients

Nothing involving any kind of testimonial about your firm

Power of Digital Engagement

Demonstrate Ongoing Value Creation

Promote Topics for Discussion

Maintain Top-of-Mind Presence

Inspire Interest & Research

Connect to Next Generation

Your Competition