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How Investment Marketers Can Get Started on TwitterFebruary 2015Ross Hunter I Managing Director Find out more at copylab.co.uk
@CopylabUK
Twitter is…@CopylabUK
@CopylabUK
But… @CopylabUK
Why?
‡ Brandfrog, † Cogent Research
@CopylabUK
Why?
† Cogent Research, ∆ Iress, ∆ Forbes
@CopylabUK
Why?
From Q3 2013 to Q3 2014, consumer engagement
with brand tweets rose by 83% (Simply Measured)
@CopylabUK
@CopylabUK
To Get Started?
@CopylabUK
HOW
Find Your Voice…
• Sober v irreverent
• Strictly business v socially aware
• One-way v conversational
@CopylabUK
PIMCO v American Century – what’s your preference? @CopylabUK
InformMake your audience smarter or entertained with:
Videos
InfographicsGraphs
Viewpoints
@CopylabUK
Mind your…
They can be a regulatory headache and a social-media turnoff
@CopylabUK
Engage
Timely, relevant engagement builds trust
@CopylabUK
Adjust
Use analytics and monitoring tools to observe, take stock and refine your content accordingly
@CopylabUK
@CopylabUK
Once again, mind your… @CopylabUK
The FCA Says…
• Any promotional material must be “fair, clear and not misleading”
• All risks must be stated up front
@CopylabUK
The FCA Says…
Ads can be marked with #ad hashtagYou can save space by putting
disclaimers in hashtags
@CopylabUK
But rather than ‘Promoting’, why not Engage?
• Share great content • Establish your company’s experts as
thought leaders• Ask (and answer) questions – but not
about specific funds or stocks!• Build transparent ‘relationships’ with
clients and prospects
@CopylabUK
What to remember when preparing to Tweet…
OVERSIGHT:•Formal guidelines•Clear but light touch•Spot check Tweets rather than having individual sign-off
@CopylabUK
What to remember when preparing to Tweet…
ARCHIVING:•Ensure it’s thorough and effective•Use existing tools, eg, Hootsuite, Arkovi, Erado
@CopylabUK
What to remember when preparing to Tweet…
MONITORING:•Monitor what’s being said (good and bad) about your company•Take complaints offline•Respond directly to queries
@CopylabUK
What to remember when preparing to Tweet…
OWNERSHIP:•Establish clear guidelines for who “owns” social media accounts/followers under fund managers’ individual names
@CopylabUK
What to remember when preparing to Tweet…
TRAINING:•Ensure relevant staff know guidelines and understand why they’re important•Regular updates•Discussion of key issues
@CopylabUK
To discuss your social media needs…
@CopylabUK
Your key contactsRoss Hunter – Managing Director
Edinburgh, Scotland
Stuart Grant – Commercial Director
London, England
@CopylabUK
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