Social Media
Case Study:
Using Content
to Effectively Reach
Your Target
Audience
Erin Meijer
Social Media Manager

For Inv...
Why Social
Media?

2
Why Social Media?
It’s where clients and prospects are

Audience
(Users)

200 million, affluent professionals

1 billion, ...
Why Social Media?
You are one. Your clients are many.
Social Media Potential: High Reach, High Engagement

Source: Kasina ...
It’s Not Social Media, It’s Social Business
Use social media to meet your business objectives
Advisors using social media ...
Be Effective:
Content Is King

6
Developing Your Content Strategy
Determine content focus
Information Expected
on Social Platforms

Affluent

Ultra Affluen...
Developing Your Content Strategy
Choose content type
§ Go beyond the typical status update or tweet
§ Use multimedia to ke...
Get Creative
Look to third parties for creative content to share with your network
§ Share videos, visuals and infographic...
Developing Your Content Strategy
5. Create a content calendar
§ Plan ahead
§ Keep it consistent, when possible
- Example:
...
Developing Content: You Are What You Tweet
Best practices in creating successful social content

1

Be authentic

2

Alway...
Get Efficient:
Using
Automation
Tools

12
Get Efficient: Using Automation Tools
Why use a social media automation tool?
§ Minimize time and effort needed for maximu...
Making Social Business Successful
Best practices
§ Good content is key

§ Pick the right platforms for you and your audien...
Upcoming SlideShare
Loading in …5
×

Allianz Global Investors Empowers its Sales Force with Social Media - BDI 12/4/13 The Future of Financial Services Communications: Case Studies and Roundtables

689 views
522 views

Published on

Presentation: Allianz Global Investors Empowers its Sales Force with Social Media
Presented by: Erin Meijer, Social Media Manager, Allianz Global Investors
In a world where financial professionals are constantly bombarded with emails, news and communications, Allianz Global Investors has given its sales teams the edge by rolling out a robust social business program centered around an engaging content strategy. Since social media is built on the power of relationships the sales teams at AllianzGI are harnessing the power of social media as an effective business communication tool to bring in new business, shorten sales cycles, and strengthen existing customer relationships.

www.bdionline.com

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
689
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Allianz Global Investors Empowers its Sales Force with Social Media - BDI 12/4/13 The Future of Financial Services Communications: Case Studies and Roundtables

  1. 1. Social Media Case Study: Using Content to Effectively Reach Your Target Audience Erin Meijer Social Media Manager For Investment Professional Use Only – Not to be Shown or Distributed to the Public Understand. Act.
  2. 2. Why Social Media? 2
  3. 3. Why Social Media? It’s where clients and prospects are Audience (Users) 200 million, affluent professionals 1 billion, 66% age 25-55 500 million 65% overage 35 Purpose Networking Socialize and build a fan base Share opinions/news Special Features Join special-interest groups, easy search capabilities, preferred site for advisors Largest audience of all social media sites; tools for networking;can create business page Send pithy insights that establishes you as thought leader; real-time communication 3
  4. 4. Why Social Media? You are one. Your clients are many. Social Media Potential: High Reach, High Engagement Source: Kasina e-business report May 2012 4
  5. 5. It’s Not Social Media, It’s Social Business Use social media to meet your business objectives Advisors using social media to grow their business Source: LinkedIn Marketing Solutions and FTI Consulting, May 2012 5
  6. 6. Be Effective: Content Is King 6
  7. 7. Developing Your Content Strategy Determine content focus Information Expected on Social Platforms Affluent Ultra Affluent Market and economic trends and commentary 73% 70% 64% New product information 62% 58% 57% Company background 60% 55% 55% Product performance updates 54% 52% 50% Best practices, case studies/ thought-leadership pieces 38% 34% 17% Moderating a group discussion If a financial services company were to use social media, then what type of information would you expect to receive from it? Mass Affluent 21% 14% 7% Base: Social Platform Users Low Expectation High Expectation 7
  8. 8. Developing Your Content Strategy Choose content type § Go beyond the typical status update or tweet § Use multimedia to keep your audience engaged § 44% of users are more likely to engage with a brand that posts images 8
  9. 9. Get Creative Look to third parties for creative content to share with your network § Share videos, visuals and infographics in order to get your message to our audience in a creative way 9
  10. 10. Developing Your Content Strategy 5. Create a content calendar § Plan ahead § Keep it consistent, when possible - Example: Monday Tuesday Market outlook Wednesday Investing tip Thursday Friday Opinion on week’s activities Weekend Relevant video § Use a content-management dashboard to schedule posts and track engagement § Social is NOT “set it and forget it” - Determine what works well and replicate it - Get a feel for when your audience is most engaged 10
  11. 11. Developing Content: You Are What You Tweet Best practices in creating successful social content 1 Be authentic 2 Always add value 3 4 Have a strong call to action Keep the social in social media: It’s a two-way street 11
  12. 12. Get Efficient: Using Automation Tools 12
  13. 13. Get Efficient: Using Automation Tools Why use a social media automation tool? § Minimize time and effort needed for maximum social impact § Create content and post to multiple platforms from a single dashboard § Schedule posts ahead for the week § Automate process of distribution and syndication § Monitor activities and engage such as responding to comments, identifying new fans and followers § Built-in analytics Likes Retweets # of Follows Clicks Shares P P P P P 13
  14. 14. Making Social Business Successful Best practices § Good content is key § Pick the right platforms for you and your audience § Automate to save time § Measure and monitor Allianz Global Investors Distributors LLC 1633 Broadway NY, NY 10019 AGI-2013-12-03-8315 1 14

×