How Social Media Marketing Grows Assets

How social media marketing grows assets
A case study
D. Bruce Johnston, Paula R. David and John Drachman
10.30.09

Establish thought leadership
Expand presence
Measure results
The marketing challenge for advisors

RIA wished to become the recognized authority or subject matter expert
Needed to define problem in terms RIA could resolved
Showed how RIA’s expertise led to client solutions

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

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:
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.

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.

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 $40,000 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.
Paula R. David, is the founder and principal of Fort Point Growth Partners, LLC . Paula brings her unique, passionate perspective and hands-on expertise to helping financial advisors grow profitable and sustainable businesses. Her practical, actionable insights into challenges as diverse as client acquisition, business profitability, and strategic growth planning have been cultivated over a 25-year career.
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.
.

How Social Media Marketing Grows Assets

by The Drachman Group on Oct 30, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 10

Statistics

How Social Media Marketing Grows Assets — Presentation Transcript

http://www.slideshare.net	5
http://www.lmodules.com	5