Check out this detailed presentation on how to build you social media platform, starting with twitter for news, and then using linkedin and facebook for social media. Includes great case study for hedge fund cta in appendix.
3. Benefits of Social Media Engagement
1. Monitor & Leverage Industry News
2. Build Brand Equity & Social Authority
3. Introduce Firm to Potential Investors
5. There are some things
Hedge Fund managers need to know
about social media:
● If you’re not social, you’re dead
● Game on! Financial Services piling in
● Twitter: Not just a mouthpiece
● Opportunity in early adoption
6. If You’re Not Social, You’re Dead
Source: http://fortune.com/2015/11/18/businesses-cant-survive-social-media/?iid=sr-link1
Not incorporating Twitter, Facebook, and other
social channels into your strategy in 2015 is
roughly the equivalent of insisting the web was
just a fad a decade or so ago: backward-looking,
blinkered, and above all, a serious business
liability.
Fortune
“
7. Game On! Financial Services Piling In
“
Source: http://insurance-journal.ca/article/financial-services-take-to-social-media/
The use of social media in the
financial services industry
increased by more than a third
last year.
The Insurance & Investing Journal
8. Twitter: Not Just a Mouthpiece
“
Source: http://www.forbes.com/sites/freddiedawson/2016/03/25/twitter-your-hedge-fund-better/#6fb645ca4801
Eagle Alpha is taking information and
large data sets from a variety of sources
ranging from posts on Twitter to
collections of satellite imagery and
photosynthesis levels to create its range
of products.
Forbes
9. Tapping Into Twitter
“The key problem with Twitter is separating useful
data from the noise”
“...we found that there’s
real economic knowledge to be gathered.”
“The rise of social media allows us to
measure the sentiment of a large number of
individuals in real time.”
Source: Bloomberg Technology http://www.
bloomberg.com/news/articles/2016-04-
21/andrew-lo-study-says-twitter-can-help-you-
trade-fed-meetings
10. Opportunity in Early Adoption
“
Source: http://www.pionline.com/article/20160307/PRINT/303079990/hedge-fund-managers-still-shy-about-social-media
Only 11.1% of the world's 300 largest hedge
funds had any sort of social media presence
apart from LinkedIn in 2015, up from 9.9%
the previous year.
Pensions & Investments
11. Approach
● Utilize the Brian D. Colwell Network to
quickly build social authority for Firm and its
star players.
● Post quality content from reputable sources
with high frequency across all Firm handles.
● Identify the most effective hashtags and stock
tickers to distribute content to a wide, but
targeted audience. “#Hashtag RealEstate”
● Actively build follower base by engaging with
key industry players.
14. Hello, My Name is...
Social Media Activities
Boost Search Engine Performance
15. Become a Trusted Source:
Search Engine Performance is
Critical to Website Success
Website
16. Social Media Traffic Drives Website Visits
BUT, Your Website Drives Conversions
Branding
& Conversion
Messages
Company Website
Contact
Requests
& Subscriptions
17. Building the Firm’s
Social Media Network
(Brand Content + Curated Content) x
(Social Media Channels)Engagement
=
High Search Engine Visibility Drives
Social Authority & Brand Awareness
18. Alternative Investment Firm Content
Brand Content
● Philosophy
● Process
● Insights
● What sets us apart?
● Approach
● Press Releases
● Media & Videos
● Community Service / Philanthropy
● News from investment team
● News from management team
● Monthly views
● Weekly round-up and blog?
● Weekly live $twtr interviews?
Curated Content
● #Economics:
○ @wef
○ @elerianm
● #Geopolitics:
○ @intlspectator
○ @militarytimes
● #EmergingMarkets:
○ @qzafrica
○ @china
● #AlternativeInvestments:
○ @techcrunch
○ @preqin
19. Twitter Workflow
Curated News Feeds &
Source Lists
Brian Colwell’s Twitter
Network
Star Player
Twitter Handles
Event
Twitter Handles
Business
Twitter Handles
Industry Events
Other
Star Players
Firm
Twitter Handle
Firm’s Branded
Content
21. Twitter Workflow: @firm_news
Insights, community
service/ philanthropy,
news from management,
approach, process, what
sets us apart, press
releases, media & videos,
monthly views, weekly
round-up and blog
Firm
Twitter Handle
Firm’s Branded
Content
22. Twitter Workflow: @firm_alts
News from investment
team, monthly views,
content re: public funds,
weekly live twitter
interviews, investment
q&a, financial education:
focus on educating
financial advisors on use
of alts in portfolio
strategy
Firm
Twitter Handle
Firm’s Branded
Content
23. Twitter Workflow: @firm_salt, @firm_sohn
Aggregating all
event news,
improperly or
untagged tweets,
speaker tweets,
media tweets and
content: “reporting
on the reporters”
Industry Events
Firm
Twitter Handle
24. Use Twitter Lists to Refine
Raw Information
Lists = Leverage: Listen, Engage, Promote
● Hedge Funds & Strategies
● Private Equity
● Real Assets
● Venture Capital
● Liquid Alts
● Fintech & Cryptocurrency
● REITs
● High Yield & Distressed Debt
TWITTER LIST:
A curated group of Twitter
accounts.
Viewing a list timeline will
show you a stream of Tweets
from only the accounts on
that list.
43. LinkedIn Followers
❏ LinkedIn Network:
10,510
❏ Walsh Trading
Company Page: 63
❏ John Walsh
Connections: 1,420
❏ Brian D Colwell
Connections: 9,027
As of 3/26/16
45. 60
Average Posts Per Day
316
@walsh_trading
1,763
Walsh Trading
Star Players
1,985
Brian D Colwell
Network
4,064
Posts
2/27/16 - 3/26/16
Twitter Posts
48. 822
Average Impressions Per Post
384,740
@walsh_trading
1,180,939
Walsh Trading
Star Players
1,775,432
Brian D Colwell
Network
3,341,111
Impressions
2/27/16 - 3/26/16
Twitter Impressions
49. 5,331,100
28-Day
Impression Count
As of 3/26/16
28-Day Impression Count
389,000
@walsh_trading
1,164,100
Walsh Trading
Star Players
3,778,000
Brian D Colwell Network
53. Defining & Measuring Social Media Success
KPI Definition 2/27/16 3/26/16
Phase 1: Content
Aggregation
Walsh Trading Content
Promoted
Each piece of content (audio, webinar, blog, etc) 0 52
Phase 2: Authorship Profile Views Google+ views 15,421 17,026
Phase 3A: @walsh_trading
Distribution
Main Page Post Impressions Number of times a tweet populated a twitter user’s feed:
28 Day Summary; @BColwell+++
9,928 384,740
Phase 3B: Star Player
Distribution
Walsh Trading Players 0 1,180,939
BDC Network 3,362,000 3,778,000
Phase 4: Twitter
Engagement
Followers Twitter users following @walsh_trading or Walsh Trading
star players’ news feeds
44 1,848
(3/31/16)
Phase 5: LinkedIn
Presence
Update Impressions Number of times an update populated a LinkedIn user’s
news feed
0 33,079
Phase 6: LinkedIn
Engagement
Followers LinkedIn users following Walsh Trading’s company page
and/or connected with John Walsh
42 1,658
(3/31/16)
56. 502
Unique Users
64%
New Visitors
2.9
Pages Per Session
2:18
Average Session Duration
704
Sessions
2/27/16 - 3/26/16
WalshTrading.com Traffic
Traffic peaks during the
week, generally between
Tuesday and Thursday.
57. Top 5 Web Pages
Web Traffic: 2/27/16 - 3/26/16
Pageviews
Average
Time on Page
Bounce Rate Exit
All Traffic 2,012 2:18
Session Duration
48%
Not Applicable
Home Page 693 1:26 44% 44%
Team 144 1:25 66% 43%
Walsh Trading Insights 133 3:32 50% 56%
Executive Team 95 1:12 40% 32%
Careers 79 0:51 84% 44%
58. User Behavior By Traffic Source
Web Traffic: 2/27/16 - 3/26/16
Sessions New Users
New
Sessions
Pages Per
Session
Average
Session
Duration
Bounce
Rate
All Traffic 704 502 64% 2.9 2:18 48%
Organic 378 241 64% 3.3 3:07 44%
Direct 195 111 57% 2.2 1:11 52%
Referral 65 48 74% 2.5 1:45 62%
Social 57 49 86% 3.0 1:25 42%
Email 9 2 22% 1.4 0:49 67%
59. Top 5 Referral Sources
Web Traffic: 2/27/16 - 3/26/16
Share of
Total Sessions
Bounce Rate
Pages Per
Session
Average
Session
Duration
All Referral Traffic (65 sessions) 100% 62% 2.5 1:45
Twitter (t.co) 30% 56% 1.8 0:59
insidefutures.com 16% 45% 3.0 1:56
LinkedIn 14% 6% 5.9 2:39
investing.com 12% 60% 3.5 1:55
Email (us3.campaignarchive1.
com)
5% 0% 2.5 2:50
60. Walsh Trading was a great
partner and made significant
contributions to this project.
Special thanks to Bill Reavis,
Head of Asset Management
at Walsh Trading.
@WGR101
61. Social Media Manager for Hire
Brian D. Colwell
briandcolwellblog@gmail.com
http://briandcolwell.com
Build Your Social Authority
● Emerging & Frontier Markets
● Global Macro & Commodities
● Economics & GeoPolitics
● Alternative Investments
“Great answers aren’t found on paved
roads and well-beaten paths.
Great answers live in the wild.
I vow to venture deep into the digital jungle
in the hunt for knowledge.”