Schwab digital marketing @schwab4rias

Web Presence and Social Media:For Financial AdvisorsHow web presence and social media fuels business growthJohn C. Stone III Dan A. BernsteinPresident & CEO Director of Professional ServicesRevenue Architects, LLC Market Counsel

Person and firm are not affiliated with noremployed by Charles Schwab & Co., Inc.("Schwab"). The views of independent third-party speakers and their materials are theirown and do not necessarily represent theviews of Charles Schwab & Co., Inc. Schwabmakes no representations about the accuracyof the information in the publication or itsappropriateness for any given situation.

Discussion Agenda Web Presence and Social Media How can we How do we Why should use this in ensure we care? our firm? compliance?

A fundamental shift toward digital The web has transformed the way we communicate, spend money and invest Clients are increasingly ―digital‖ and expect their advisors to be as well According to the ―World Wealth Report‖, clients increasingly favor real-time digital media for communications and transactions and expect choice in the means of communication, including tools such as digital media and mobile applications.

New buyer stepsEngaging an advisor remains a highly personal process, butdigital engagement is playing an increasingly important role. Aware Research Compare Evaluate Advocate Word of mouth  Social Media  Download  Services  Post Traditional  Blogs, Forums  Tools  Access  ―Like‖ media  Articles  Research  Reference  ReTweet Friend  Forums  Webinar  Meeting networks―One out of five advisors said they had used social mediasites to introduce themselves to at least one prospect sofar in 2011.‖ – SEI Advisor Network

We usually begin here…With the right web and social media strategy,advisors can increase visibility, and growtheir practice.

Yet, many advisors remain uncertain.. Is our web presence important to our current clients and targeted prospects? Do we have the capability to engage social media and web presence effectively? Would an integrated marketing strategy help us reinforce our value proposition? Can social media and web presence help us accelerate referrals? Can we employ these strategies while remaining compliant?

Some of the myths…. Debunked

1. Social media is for kids.

More Americans … with influence % Americans with a social  Yes Millennials, but over 55 media profile 51% driving growth – esp. mobile 48%  4 in 5 active Internet users 34% visit blogs and social daily 24%  25% time on Internet is blogs and social  Email still most popular Search is 2nd  Women view video more, men watch longer 2008 2009 2010 2011  Active social media userssource: Edison Research & Mashable, Nielsen influence offline

The web and financial decision making―More than one-half of financial services productsearches in the United States begin online, according toAccenture research, and that figure is likely to increase.‖They are comfortable using the Internet as part of theirdecision making process.

Wealthy under-50s are poised to moveCisco IBSGresearch shows thatWealthy Under-50sare poised to moveto firms that providea new approach tofinancial advice—and to leave thosethat don’t. Percentage of Wealthy U.S. Investors Interested in Using Different Technologies To Interact with Their Financial Advisor or Investment Firm, by Age

2. Social media is forpersonal use not business use.

Social Media spans business and personal More Personal More Business

LinkedIn – a new member per second More than 100 million members 18M Group Members More than 2 million companies have LinkedIn Company Pages Executives from all 2010 Fortune 500 companies Affluent & influential membership

3. Regulation prevents me from using it.

You must establish guidelines and policies Recommendations & Testimonials Archiving Content Static content = advertisements Real‐time communications Personal use & publishing Controls and systems.

Advisor adoption is growing 85% of financial services professionals under 50 are utilizing social media 73% of the advisors who use social media have a profile or account with one or more of the social media types mentioned; 55% use Facebook and 46% use LinkedIn 71% of advisors say they have one or more future business uses planned for social media 46% of financial advisors are interested in learning how to harness social networking platforms for securing new clients http://www.socialware.com/resources/research/social-media-industry-statistics/

Discussion Agenda Web Presence and Social Media How can we How do we Why should use this in ensure we care? our firm? compliance?

The ―A-E-I-O-U‖ for Digital Marketing Aquire audience from the web and direct Optimize Understand Engage the website for with experience behaviors, values, p conversions design and content erformance Influence visitors to share with others

ACQUIRE audience from the web PR AD SEO BLOG SEM EMAIL ARTICLETWEET mywebsite.com SHARE GROUP SLIDE- COMMENT SHARE

Using On and Off Page Strategies SEO Strategies • Easily identifiable tags • Identification of key words • Integration of key words 42% of search users click the top-ranking link. 8% click theCredit: newwebmarketing.com second-ranking link 62% of search users click a link on the first page of search results Link to blog and website in social media | Link to social media in blog and website

Twitter and Hashtag Strategies A Twitter hashtag is #RIASmithDiscussion used to increase #retirement conversation #401k visibilityUse trending tags to increase you conversation visibility andfollower base. Be authentic in your tweeting and don’t try tosell on twitter. Use it as an opportunity to expose yourthought leadership on a specific topic.

ENGAGE with experience design and content mywebsite.com BRAND DESIGN MESSAGE ARTICLES TOOLS BLOG VIDEOS OFFERS

Effective Branding and Design Imagery that relates to the local area…not stock imagesBranding Easyand navigation andmessaging a blog withties together dynamic contentValueProposition Opportunitiestailored to to dive deeperme… This advisor is current with technology…

INFLUENCE visitors to share with others mywebsite.com GREAT CONTENT EMAIL/ SHARE WIDGETS

Influence content sharingQuality blogcontentaccelerates LinkedIn profilesharing views reinforce professional credentials Social widgets provide links for readers to share content with others

OPTIMIZE website for conversions SHARE FOLLOW WIDGET WIDGET mywebsite.com REGISTRATION FORM NEWSLETTER APP DOWNLOADS EVENT BLOG RSS WEBINAR

Example: Conversion PointsSincerely, links to companyBill Jones website and Twitter inxyzcompany.com signature@billjonesLinkedin/us/billjones Website blog attracts readerBlog post sharedthrough SocialMedia

Landing Page for targeted value propositionMicrosites/LandingPages areconversion-orientedweb pages thatmay functionseparately from anexisting website.Conversion formsfacilitateregistrations for avalue exchange

Social Media velocity based on interest Clients Interest = Opt-inDiscussions posted on Newsocial media are easily Contactsfollowed by friends of Clients’friends of friends. NetworksInterested parties willself-select..

UNDERSTAND behaviors, values, performance

A quick deep dive into leading social media platforms

Blogs: A Dynamic Source of Content Why? • Dynamic content • Bring people back • Convert ideas to action • Communicate expertise How? • Original, Curated & Relevant • Creative • Snackable • RSS Feeds • Planned

Facebook: Personal Engagement Why? • Extend Personal Network • Awareness, Referrals • Publishing Outlet How? • Rich Profiles • Natural and Authentic • Personal • Use Audience Selector • Follow, Publish, Share

Facebook Business Profiles - Presence Why? • Visibility/ SEO • Building Following • Publicize Events • Cross-connecting How? • Content, Location, Events • Stream & Curate • Link your Blog • Custom Apps • Follow

LinkedIn: Business Engagement Why? • Enhancing Credibility • Being Found • Connecting Professionally • Publishing • Facilitate Referrals/ Intros • Jobs & Recruiting • Client Intelligence How? • Profile, photo and key words • Group & 1:1 engagement

LinkedIn Business Profile - Outpost Why? • Brand Outpost, Offerings • Team and connections • Publishing Platform • Focused Content • Following How? • Value proposition • Logo • Team consistency Image Source; http://simonverrall.wordpress.com/2011/03/04/how-to-create-a-company-profile-on-LinkedIn/

Twitter: Long Tail Exposure Why? • Micro blog • Global reach • Research / Follow • Expertise focus How? • Branded page • Tools – e.g. Hootsuite • Content / strategy • Join/ Access Lists • Publish, share, engage • Hashtags #

Branded Outpost

Google+: new and compelling channel Why? • Another publishing platform • Better control of ―circles‖ • Rapid adoption – watch this space How? • Set up circles • Streams – pages • Publish • Sparks, hangout, huddle

YouTube: Searchable, Embeddable Video Why? • Presales • Educational Content • Sharable, Free How? • Branded Channel • Snackable Content • Entertaining • Imbed code

YouTube: Embedded videos YouTube Channel  Big search engine  Entertainment value Imbedded YouTube  Educational video  SharableVideos | resources | http://www.acrinv.com/resources/video | Screen clipping  Sales Enabler

Publishing and Management Tools

Day-in-the-Life[of an Advisor using social media]

Alex Joanne FrancoiseLead Financial Advisor CPA AttorneyMeet the Players….Tim Jane Greg Emily InaClient Tim’s Wife Tim’s son Greg’s Wife Greg’s Friend

Alex – Registered Investment AdvisorAlexFinancial Advisor  $350M AUM  Comprehensive wealth management services • Family Wealth • Women • Business Owners • Retirement Resource Strategies • Tax And Estate Planning

Situation and Challenges • Steady Growth for 15 years • Semi-urban demographicSituation • HNW Professionals, business owners • Good COI Network • Target growth of 10% AUM/ 20-30 clientsChallenge • Aging client base • How to reach the new generations in an authenticIssue and natural way? • Develop a clear value proposition • Authentic and aligned content strategyStrategy • Establish a strong web presence • Engage Social Media

Let’s get started….

Alex scans the news and sees coverage of an earthquake in Peru IllustrativeFor illustrative purposes. Confidential, do not reproduce.

Remembering that his client, Tim Jones, is in Peru for the Winter, he looks to Facebook to see if there is any updates. IllustrativeFor illustrative purposes. Confidential, do not reproduce.

While on Facebook, Alex links easily to Tim’s son Greg’s Page. St. Supéry Vineyards and Winery produces fine wines. On the Facebook Page, he notices links to a range of positive press about the wine – including some recent awards! IllustrativeFor illustrative purposes. Confidential, do not reproduce.

From the Twitter page for the winery, Alex retweets a press clipping with positive news.Illustrative For illustrative purposes. Confidential, do not reproduce.

Greg later replies with a ―Thanks for the retweet‖ and a Twitter conversation ensues. @alexAdvisor thanks for the mention! @gregwineguy you are welcome, congratulations! I was pleased to see your parents are well. @alexAdvisor yes thanks, it was scary when it happened – we were relieved. @gregwineguy Agree. Great that the vineyard is doing so well! @alexAdvisor yes thanks, it is great very exciting @gregwineguy Perhaps we will see you in Napa – I will be up in a few weeks @alexAdvisor Great, let’s plan that. Email me if you want to visit the wineryIllustrative For illustrative purposes. Confidential, do not reproduce.

Greg visits Alex’s Twitter and LinkedIn Profile and views some articles and events. One piques his interest. IllustrativeFor illustrative purposes. Confidential, do not reproduce.

Because Alex’s website has relevant content and services, Greg bookmarks the site using Delicious. IllustrativeFor illustrative purposes. Confidential, do not reproduce.

Alex and his affiliates launched a multi-touch campaign featuring events, articles, PR and videos. Illustrative A range of SEO, SEM, and Digital PR strategies helped the team publicize the events and drive registrations.For illustrative purposes. Confidential, do not reproduce.

Greg views a campaign video, and reads about the upcoming webinar. IllustrativeFor illustrative purposes. Confidential, do not reproduce.

Greg hopes to recover AMT from earlier ISO transactions so he registers for the webinar. He also shares a link to the event. IllustrativeFor illustrative purposes. Confidential, do not reproduce.

Ina notices Greg’s post on Twitter and because she trusts Greg,she also registers for the webinar.

While attending the webinar Greg uses the hashtag #taxwebinar and shares thoughts with his Twitter network. Illustrative Greg’s To Dos:  College savings plan  Roth IRA?  Tax Planning?  Investment choices?  Allocation?  Insurance?  Trust or no Trust? He refines his priorities and needs.For illustrative purposes. Confidential, do not reproduce.

Alex and Greg later meet at the winery and discuss a range of financial issues. IllustrativeFor illustrative purposes. Confidential, do not reproduce.

With the families’ financial picture emerging, Alex forms a team to support a range of financial and investment goals. Estate Tim Jane Tim Client Jane Tim’s Wife Planning Francoise Client Tim’s Wife Attorney Alex Bank Accounts Advisor Financial for Children Joanne CPA Investment Accounts Emily Greg James Emily Greg’s Wife Greg Jim’s son James Greg’s Brother Greg’s Wife Jim’s son Cheese Maker Greg’s Brother Cheese Maker IllustrativeFor illustrative purposes. Confidential, do not reproduce.

Greg introduces Ina to Alex and the two meet to discuss topicsfrom the Webinar. Greg Ina Jim’s son Greg’s Friend Cheese Maker New Client Alex Financial Advisor

Success….

What we saw - using digital and social mediaA-E-I-O-U Strategies in action Multi-touch Campaigns, SEO, PR, Social PresenceAcquire Compelling website, branding and design, clearEngage value proposition, good content LinkedIn Profile, Twitter Engagement, FacebookInfluence Presence, Sharing Widgets, RSS Feeds Event and Webinars, landing page registrationsOptimize Google Analytics and Measurement Scorecards,Understand relationship intelligence tools

Your Strategy: Getting Started

Put together your planCraft your Build your Launch yourStrategy Systems Programs• Your Target • Compelling • Content Audience Website Programs• Your • Marketing • Creative Capability Technologies Campaigns• Value • Social Media • Promotion Proposition • Measurement• Strategy and tracking

Understand your audience and capabilities YES Accelerate Innovate Our clients are digital? Engagement Digitally Maintain Target Status Quo Segments NO Our firm is digital? YES

Define your ambition Level 1 Level 2 Level 3 Level 4 Level 5 Traditional Presence Networked Leader CelebrityClean, More modern Active Big active Globalbranded website, following and following, following, dailywebsite – no branded social group leading publishing,social media outposts, participation, publisher, branded blog,presence. regular active media dynamic blog, Big personalTraditional updates. publishing. 3- media visible. brand, 200kpositioning. 5k followers 5k-20k plus followers followers Level of Time and effort

Top 3 ―Must Haves‖?1. Professional Website • Clean professionally branded • Relevant, current content • Conversion options2. Relevant Content • Produce, sharing relevant material Compliance • Curation and Authoring • Regular publishing and sharing3. Core Social Presence • LinkedIn first • Keyword aligned, current, descriptive • Activated network / connections

An Offer: Web Presence ―Healthcheck‖ Digital Diagnostic • Brand Review • Website Performance • Social Media Presence • Content and Value Proposition Facilitated Review Session • Review Findings • Outline Opportunities

Summary Message Your digital presence is increasingly important as an element of an integrated marketing strategy The A-E-I-O-U process can help you enhance visibility and deepen and extend relationships Follow three steps to get started: 1) craft your strategy, 2) build your systems, 3) launch your programs.

Thank You John C. Stone III Founder & CEO Revenue Architects www.revenuearchitects.com jcstone@revenuearchitects.com w – 877.738.3276 c – 617.686.7305 @jcstone3

Discussion Agenda Digital and Social Media MarketingWhat is it and How can we How do we why should use this in ensure we care? our firm? compliance?

Roundtable & Q&A

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Schwab digital marketing @schwab4rias

by John Stone

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