How social media strategies can raise AUM A case study D. Bruce Johnston John Drachman 10.26.09

A case study

D. Bruce Johnston

John Drachman

10.26.09

Establish thought leadership Expand presence Measure results The marketing challenge

Establish thought leadership

Expand presence

Measure results

Establish thought leadership Ground specialized expertise in firm’s position and mission Articulate what firm does best Be specific Define problem that RIA’s distinctive capabilities can resolve Then, show how expertise led to a solution

Ground specialized expertise in firm’s position and mission

Articulate what firm does best

Be specific

Define problem that RIA’s distinctive capabilities can resolve

Then, show how expertise led to a solution

1 RIA + 1 estate attorney = 1 thought leadership effort Charles “Chuck” Steege, CFP ® Executive Financial Coach, President SFG Wealth Planning Services, Inc. Enlisted the nearby support of a leading tax attorney to develop a team presentation The effort : Conduct three timely executive compensation topics as webinars during the dog days of summer. Save on taxes (especially with the AMT refundable credit ) Sound planning and stock options Passing on your legacy . Plus: An advanced look at the 2010 IRA to Roth conversion opportunity

Charles “Chuck” Steege, CFP ® Executive Financial Coach, President SFG Wealth Planning Services, Inc.

Enlisted the nearby support of a leading tax attorney to develop a team presentation

The effort : Conduct three timely executive compensation topics as webinars during the dog days of summer.

Save on taxes (especially with the AMT refundable credit )

Sound planning and stock options

Passing on your legacy . Plus: An advanced look at the 2010 IRA to Roth conversion opportunity

The goals Engage HNW only Seek select 10-15 clients with a minimum of $1 million in investable assets Business development Most importantly, attract new clients and fees Center of influence Employ a COI strategy to leverage expertise in new ways Experiment with social media We showed them how to combine webcasts, e-mail, public relations and blogging in one low-cost, legally compliant package to: Establish thought leadership Expand presence Measure results

Engage HNW only Seek select 10-15 clients with a minimum of $1 million in investable assets

Business development Most importantly, attract new clients and fees

Center of influence Employ a COI strategy to leverage expertise in new ways

Experiment with social media We showed them how to combine webcasts, e-mail, public relations and blogging in one low-cost, legally compliant package to:

Establish thought leadership

Expand presence

Measure results

Expand presence Three webinars on subject of executive compensation. Webcast service links with press release, emails and blog Webcast analytics provide attendance numbers, capture key contact information 1. One interactive press release Press release reaches 1000s of interactive business publications and blogs Drive readers to contact capture in 1. above 2.

Three webinars on subject of executive compensation.

Webcast service links with press release, emails and blog

Webcast analytics provide attendance numbers, capture key contact information

One interactive press release

Press release reaches 1000s of interactive business publications and blogs

Drive readers to contact capture in 1. above

Expand presence Two sets of three e-mails linked to webinars, interview, select blog postings Emails link to urls, webcast service Drive to contact capture 3. Interview with blogger sets keywords and concepts to be aggregated by other blogs, media outlets Targeted blogging plays to aggregators, helps catalyze messaging Drive to contact capture 4. Google page 1 dominance for keywords Aggregators absorb content, key words from press release, blogging activity Result: Firm engages and attracts new AUM 5.

Two sets of three e-mails linked to webinars, interview, select blog postings

Emails link to urls, webcast service

Drive to contact capture

Interview with blogger sets keywords and concepts to be aggregated by other blogs, media outlets

Targeted blogging plays to aggregators, helps catalyze messaging

Drive to contact capture

Google page 1 dominance for keywords

Aggregators absorb content, key words from press release, blogging activity

Result: Firm engages and attracts new AUM

Google page1 dominance for key words I must find out more about the refundable AMT credit buried in last year’s stimulus bill.

Smart Money, Dow Jones, Reuters , BusinessWeek

Here come the aggregators: Goliath , Financial Content

ADN, Germany’s TradingHouse , India’s Newstin Also: AlphaTrade Finance , Web 2.0 Journal and more

Measure the results 24 9 3 12 Attendees Webinar 1 Webinar 2 Webinar 3 Total Registered 16 17 11 44 Prospects 12 12 9 33 Existing clients 4 3 2 9 Replay viewed 1 1 3 6 Replay downloaded 1 0 1 2

Measure the results Engage HNW only Gained new clients Expanded relationship with some existing Business development Netted approximately $36,000 in new and ongoing fees Some $4.0 million in new AUM Timeframe: Eight weeks “ Overall we are very pleased with the results of the Webinar Series and expect 21 of the new prospects to eventually contact SFG for services” Charles “Chuck” Steege, CFP ® SFG Wealth Planning Services, Inc. Center of influence The collaboration between Chuck and Phil resulted in new exposure and new business Experiment with social media An investment of less than $10,000 in a social media-driven thought leadership effort provided an outstanding short-term return

Engage HNW only

Gained new clients

Expanded relationship with some existing

Business development

Netted approximately $36,000 in new and ongoing fees

Some $4.0 million in new AUM

Timeframe: Eight weeks

“ Overall we are very pleased with the results of the Webinar Series and expect 21 of the new prospects to eventually contact SFG for services” Charles “Chuck” Steege, CFP ® SFG Wealth Planning Services, Inc.

Center of influence The collaboration between Chuck and Phil resulted in new exposure and new business

Experiment with social media An investment of less than $10,000 in a social media-driven thought leadership effort provided an outstanding short-term return

Authors… D. Bruce Johnston , Institutional Investor Fund Marketer of the Year and social media distribution strategist, brings his C-level expertise to a wide range of companies. As president of DBJ Associates , Bruce spearheads an innovative consulting firm that specializes in assisting companies in taking advantage of the latest in social media and human resources strategies. John Drachman , creative director, project manager and senior writer for The Drachman Group, Inc. has been developing marketing communications programs for advisors, money managers and their service providers for more than 25 years. As a Series 7 Registered Rep, he brings a broad understanding of the strategic challenges RIAs, money managers and their constituencies face to each assignment. .

D. Bruce Johnston , Institutional Investor Fund Marketer of the Year and social media distribution strategist, brings his C-level expertise to a wide range of companies. As president of DBJ Associates , Bruce spearheads an innovative consulting firm that specializes in assisting companies in taking advantage of the latest in social media and human resources strategies.

John Drachman , creative director, project manager and senior writer for The Drachman Group, Inc. has been developing marketing communications programs for advisors, money managers and their service providers for more than 25 years. As a Series 7 Registered Rep, he brings a broad understanding of the strategic challenges RIAs, money managers and their constituencies face to each assignment.

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