Financial Advisor Integrated Sales Experience

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The Financial Advisor business is transitioning to a new paradigm in which advice, customer experience, and personalized content will merge. Advisors will need to build and maintain their personal brand via social media networks whilst balancing regulatory constraints. The industry has started to adapt but much more opportunity exists to create new interaction models and grow one's book of business. Among consumers, there is a growing expectation that firms have a social media presence as part of their engagement model – digital natives have a “social media first” mindset. This presentation highlights recent trends, transformations the industry is going through, and a roadmap to respond to these changes.

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Financial Advisor Integrated Sales Experience

  1. 1. Financial Advisor Integrated Customer Experience 
How content management, social media, & mobile are shaping the future! Jeff  Fleischman   CEO,  Blue  Panda  Interac9ve   October  2012   I N T E R A C T I V E   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 1!
  2. 2. We’re Transitioning To A New Paradigm In Which Advice,Customer Experience, And Personalized Content Will Merge² The  engagement  model  between  companies,  financial  advisors,  and   their  clients  will  undergo  a  drama8c  change  over  the  next  3  years  ² Three  underlying  drivers  that  companies  need  to  focus  on  are  content   strategy,  social  media,  and  mobile  ² Digital  na8ves  will  not  engage  brands  in  ways  past  genera8ons  have,   they  will  expect  to  engage  brands  through  digital  touch  points  ² Social-­‐mobile  experiences  will  dominate  how  firms  reach  and  engage   their  clients  and  should  be  integrated  into  a  cross-­‐channel  strategy  ² Advisors  will  need  to  build  and  maintain  their  personal  brand  via  social   media  networks  whilst  balancing  regulatory  constraints  ² There  will  be  winners  and  losers  largely  based  on  the  response  to   these  inevitable  changes   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 2!
  3. 3. Drivers Of Integrated Sales ExperienceThere  are  several  factors  that  will  impact  how  financial  advisors  interact  with  their  clients   Social   Media   Integrated   Mobile/ Content   Sales   Tablet   Experience   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 3!
  4. 4. Drivers Of Integrated Sales ExperienceThere  are  several  factors  that  will  impact  how  financial  advisors  interact  with  their  clients   Social   Media   Integrated   Mobile/ Content   Sales   Tablet   Experience   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 4!
  5. 5. © 2011 Blue Panda Interactive. Proprietary And Confidential.! 5!
  6. 6. Content Is The Connective Tissue Across All Channels AndTouch Points Leverage  content  to  reinforce  the  brand  promise;  engage  all  customer  segments   throughout  the  customer  lifecycle;  achieve  desired  business  outcomes  and  objec8ves   Searchable   Content  has  become:   • SEO/SEM     • Keywords   •  Dynamic   • Linguis8c   Profiling   •  Real-­‐8me   Op8mized   Distributed  • Lead   •  Personalized   Genera8on   • Print   • Web  • Site  Cross-­‐Sell   Content   • eMail   •  Integrated,  cross-­‐channel  • Engagement   • Social  Media   •  Two-­‐way   Ecosystem   • Mobile   •  Portable     User   Generated   Personalized   • Pos8ngs   • Experience   • Ra8ngs   • Educa8on   • Advice   • Comments   • Transac8on   • Tes8monials   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 6!
  7. 7. Creating Content Should Promote Thought Leadership AndExpertise Across Owned, Paid, And Earned Media.Personalized  content  is  an  important  part  of  engaging  and  conver8ng  leads  as  well  as  retaining  and  growing  exis8ng  business   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 7!
  8. 8. Managing Content Used To Be Simple © 2011 Blue Panda Interactive. Proprietary And Confidential.! 8!
  9. 9. Content Distribution Has Proliferated Beyond Traditional ChannelsA  central  repository  is  needed  to  efficiently  manage  content  crea8on  and  dissemina8on  across  all  customer  touch  points   Company   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 9!
  10. 10. Content “Publishing” Ecosystem: End To End ContentOversight And Execution Governance & Oversight Management & Maintenance Priori8zed  Publishing  Calendar   Execu8ve   Content   Direc8on   “Editor”   PlaTorm:  Cross-­‐Channel  Content   Produc8on  and  Maintenance     Branded   Campaign   Targeted   Updates   Content   Content   Content   &  News   Content   Content  Commi[ee   Ops  Team   Social   Live   Web   Mobile   Print   Media   Person   Behavioral Analysis, Results © 2011 Blue Panda Interactive. Proprietary And Confidential.! 10!
  11. 11. Open Forum Is American Express’ Strategy To Create MarketLeadership And Engagement In The Small Business Community   ²  OPEN Forum is a content rich destination that provides small business owners useful information and share issues within the community! ! ²  OPEN Forum includes pertinent articles, blogs, and contributors that are regularly updated! ²  Articles and content throughout OPEN Forum can be shared through Twitter, Facebook, LinkedIn, email, RSS, etc. ! ! ²  Mobile and tablet applications have been introduced as additional distribution points! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 11!
  12. 12. Drivers Of Integrated Sales ExperienceThere  are  several  factors  that  will  impact  how  financial  advisors  interact  with  their  clients   Social   Media   Integrated   Mobile/ Content   Sales   Tablet   Experience   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 12!
  13. 13. Social Media Represents A Significant Opportunity To EngageClients And Prospects² Growing  expecta8on  that  firms  have  social  media  presence  as  part  of  their   engagement  model  –  Digital  Na8ves  have  a  “social  media  first”  mindset  ² Social  media  is  becoming  an  increasing  source  of  proac8ve  customer   servicing  and  more  companies  are  using  so]ware  to  monitor  social  cha[er  ² 52%  of  Twi[er  and  Facebook  users  are  over  35  and  50-­‐56  age  bracket  has   seen  a  sharp  increase  from  9%  of  users  in  2008  to  20%  in  2011  ² The  use  of  social  media  amongst  wealth  clients  is  increasing:  70%  of   millionaires  use  social  media  with  46%  using  Facebook  in  2011,  nearly   doubling  from  26%  in  2010  ² In  contrast,  60%  of  wealth  management  firms  have  no  presence  or   occasionally  update  their  ac8vi8es  on  social  networks  ² Tradi8onal  measures  of  success  need  to  be  reexamined  and  new  ways  of   quan8fying  the  impact  of  social  media  need  to  be  established   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 13! Source:  Pew  Internet  &  American  Life  Project    
  14. 14. Social Networks/Blogs Grabbing A Large Share Of Consumers Time! Time spent by U.S. consumers condensed to the equivalent of one hour – social media/blogs take up approximately 13 minutes of every hour! Source: Nielsen NetView June 2010Facebook remains the primarysocial media platform eclipsingall others! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 14! Source: comScore, Google, Statista
  15. 15. Over 50% Of Online Users Expect Weekly or Monthly Updates Through Social NetworksMarketing Contact via Social Networks% of respondents June 2011 28% 26% 13% 11% 7% 6% 4% 3% 2%More than Once Every other Twice Once Twice a month Once a month Never Otheronce a day a day day a week a week or less © 2011 Blue Panda Interactive. Proprietary And Confidential.! 15! Source:  ROI  Research  and  Performics  
  16. 16. Social Platforms Are A Trusted Source Of Information And A Growing Influence On Buying Behavior Social  Tools  that  Impact  Purchasing  Decisions,  June  2011   User  generated  product  reviews   59%   Customer  Q&A  on  product  website   42%  Purchasing  advice  for  financial  products   39%   Community  forums  (peer  groups)   26%   User  generated  videos   15%   Facebook  company  fan  pages   13%   Facebook  newsfeed   13%   Mobile  (phone  apps,  text  alerts)   9%   Twi[er  (monitor,  respond,  post)   9%   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 16! Source:  e-­‐tailing  group,  PowerReviews,  ROI  Research,  and  Performics  
  17. 17. Drivers Of Integrated Sales ExperienceThere  are  several  factors  that  will  impact  how  financial  advisors  interact  with  their  clients   Social   Media   Integrated   Mobile/ Content   Sales   Tablet   Experience   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 17!
  18. 18. Mobile’s Growing Influence – Expect It To Become TheChannel Of Choice For Most Activities² More people access Twitter and Facebook on mobile devices than on desktop computers!² Americans spend an average 2.7 hours socializing on their mobile phones!² Mobile banking has tripled to 15% between 2008 and 2011; more than 40MM U.S. consumers will be using mobile banking by the end of 2012!² Nearly 30% of consumers conduct product research on mobile devices!² 70% of all mobile searches result in action within 1 hour!² Smartphone shipments are the fastest growing mobile segment and tablets will out sell computers within the next few years.!² Mobile web traffic will exceed desktop traffic by 2015! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 18! Source: Mobile Banking News
  19. 19. The Rise Of The Mobile Web As The Dominant Channel OfChoice Facebook mobile users have! Nearly 30%of consumers conduct product research on mobile devices ! from 50MM in 2009 to 200MM in 2011! There are mobile video Twitter has over active users playbacks from YouTube every day! sending over tweets a day! Social networking accounted for over 86% of mobile internet users use their of all page views on mobile phones in 2011! mobile phone while watching TV ! Over 300k apps have been developed in 90% of the largest retailers have a mobile the past 3 years and downloaded more than site or smartphone app! 10.9B times! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 19!
  20. 20. The Emergence Of The “Mobile First” Mindset – CompaniesNeed To Develop Alternative Screen ExperiencesMobile phones have become an indispensible tool for real time research andpurchasing behavior – tablets will accelerate these rates! % of respondents Researched  Product  on  Mobile   29%   Researched  on  Mobile  and  Bought   26%   In-­‐Store   Purchased  On  A  Mobile  Website   24%   Researched  on  Mobile  and  Bought   21%   Online   Purchased  With  A  Mobile  App   18%   In-­‐Store  Price  Comparison   16%   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 20! Javelin  Strategy  2009  
  21. 21. Tablets Will Play An Integral Role For Digital Consumers –Firms Need To Adjust Their Strategy And ExperiencesIn-person experience and tools/calculators will become more prevalent, consumerswill expect more complexity without sacrificing ease of use!60%   %  Ownership  US  Adults  With  A  Tablet  or  eReader   55%*  50%  40%   29%  30%   18%  20%   16%   14%  10%   5%   6%   3%   4%   2%   0%   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 21! *Estimate Source: Pew Research; Independent Research
  22. 22. Mobile Consumer BehaviorFueled by apps, mobile devices have become indispensible part of our lives! Over 300k apps have been developed in the past 3 years and downloaded more than 10.9B times! Consumer’s use mobile devices is ubiquitous ! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 22!
  23. 23. Where  do  we  go  from  here?   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 23!
  24. 24. Over The Next 3-5 Years Expect A Major Shift In How FinancialAdvisors Interact With Clients and Prospects² Acknowledgement  in  the  growing  influence  of  social  media  and  mobile   usage  in  the  financial  advisor  community  ² Skep8cism  exists  that  digital  touch  points  can  be  used  to  build  rela8onships   in  an  industry  that  has  tradi8onally  been  a  high  touch,  personal  service    ² Firms/financial  advisors  will  need  to  figure  out  how  to  increase  their  social   media  presence  in  order  engage  prospects  and  clients  ² Companies  need  to  navigate  the  regulatory  and  privacy  hurdles  that  exist   internally  and  externally  ² Generally,  advisors  need  to  build  up  their  social-­‐mobile  skills  to  be  more   effec8ve  in  engaging  a  growing  digital-­‐first  audience  ² Social-­‐mobile  ini8a8ves  should  not  be  managed  in  isola8on,  integra8on  with   exis8ng  channels  is  cri8cal     © 2011 Blue Panda Interactive. Proprietary And Confidential.! 24!
  25. 25. Firms Are Gradually Introducing Their Financial Advisors To Social Media, But Within Three Years It Will Be Commonplace “Putnam  investments  launches  video  blog  to  “Goldman   Sachs,   which   recently   said   help  financial  advisors  tap  social  media”  it   was   looking   to   hire   a   ‘social   media  community   manager,’   has   taken   to   Morgan   Stanley   Smith   Barney   plans   to   give  TwiPer  to  post  news  about  the  firm.”     par9al   access   to   TwiPer   and   LinkedIn   for   it’s   17,000  financial  advisors  which  amounts  to  a   bet   that   social   media   can   be   an   effec9ve   business  tool  for  financial  advisers.”   “AllianceBernstein,   has   given   employees  access  to  LinkedIn.”  “The   Blackstone   Group   also   maintains   “Morgan   Stanley’s   retail   brokerage  a  TwiPer  account.”     unit,   using   TwiPer   and   LinkedIn   has   helped   financial   advisers   win   more   business  over  the  past  year.”   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 25! Source:  The  Securi8es  Industry  and  Financial  Markets  Associa8on    
  26. 26. Social Media Activity Is Growing Across Firms, However,Success Should Be Measured By Level Of Engagement JPM  –  Facebook  JPM  Community,  Twi[er  JPM  Funds   Blackrock  –DSP  Blackrock  Mutual  Funds  Facebook  Followers  =  151.9k       © 2011 Blue Panda Interactive. Proprietary And Confidential.! 26!
  27. 27. Advisors Are Increasingly Using Social Media Although Its Use For Business Purposes Lags Personal Use Approximately  30%  -­‐  40%  of  advisors  do  not  use  social  media  for  business  purposes   Sep-­‐11   Mar-­‐12   67.0%   68.2%   63.3%   65.0%  Percent of advisors using social media! 62.2%   53.2%   48.1%   51.5%   43.8%   45.0%   34.7%   31.0%   Wirehouse/   Regional  Firm   IBD   RIA   Insurance   Bank/   Na8onal  Firm   Brokerage   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 27! Source:  Registered  Rep  and  Wealthmanagement.com  
  28. 28. LinkedIn Is The Leading Social Network Among Advisors ² Among  advisors  using  at  least  one  social  network  for  business,  90%  use  LinkedIn  and  are   more  than  three  8mes  as  likely  to  use  it  over  other  social  networks   ² Facebook  is  the  dominant  social  network  for  personal  use  at  71%  Social  Networks  Used  for  Business   Overall  Social  Network  Usage  for  Business/  Personal  Among  financial  advisors  who  use  at  least   Purposes  one  for  business   LinkedIn   Facebook   Twi[er   Google+   Business   Personal   Total  Usage     91%   LinkedIn   83%   17%            78%       Facebook   29%   71%            75%     32%            38%     28%   Twi[er   39%   61%   22%     Google+   50%   50%            37%     © 2011 Blue Panda Interactive. Proprietary And Confidential.! 28! Source:  LinkedIn  Marke8ng  Solu8ons  and  FTI  Consul8ng,  May  2012  
  29. 29. Active Rates And Frequency In The Usage Of Social Networks Among Advisors Is Increasing Used  Social  Network  Foe   ²  Nine  out  of  10  advisors  now  have  a  social   Business  Purposes  At  Least   media  profile  or  account  and  56%  are  ac8ve   1x  Week   1x  Month   (vs.  51%  in  2011)     LinkedIn   53%   74%   Facebook   37%   48%   ²  Among  advisors  with  social  network   Twi[er   31%   37%   accounts,  LinkedIn  and  Facebook  have   highest  penetra8on  rates  but  Twi[er  is   Google+   20%   27%   growing  at  the  fastest  pace   73%   71%   2011   2012   ²  Although  most  advisors  report  that  their  %  Of  Advisors  With  An  Account(1)   62%   55%   social  media  use  is  restricted,  it  has  not   deterred  the  overall  adop8on  rate  of  social   media   27%   19%   ²  Twi[er  can  be  an  effec8ve  high  frequency   communica8ons  tool  to  lead  users  to   specific  sites  and  content   Facebook   LinkedIn   Twi[er   (1)  Source:  American  Century   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 29! Source:  Registered  Rep  and  American  Century;  LinkedIn  Marke8ng  Solu8ons  and  FTI  Consul8ng,  May  2012  
  30. 30. Among Advisors, LinkedIn Is The Leading Social Network Because ItMost Closely Complements How They Grow Their Book Of BusinessAmong  social  networks,  LinkedIn  is  far  ahead  for  business  usage  to  drive  lead  genera8on,  connec8ng  with  clients//prospects,  and  genera8ng  asset  inflows   71%   LinkedIn   Facebook   Twi[er   Google+   42%   42%   34%   31%   30%   20%   16%   17%   12%   12%   11%   11%   11%   8%   9%   9%   7%   8%   8%   7%   7%   6%   7%   5%   5%   5%   2%  Making  professional   Improving  the   Building  my  brand   Cul8va8ng  client   Expanding  my   Enhancing  current   Cascading  thought   connec8ons     effec8veness  of  my   iden8ty     prospects     professional   client  rela8onships     leadership  in  my   referral  network   knowledge  base     field     © 2011 Blue Panda Interactive. Proprietary And Confidential.! 30! Source:  LinkedIn  Marke8ng  Solu8ons  and  FTI  Consul8ng,  May  2012  
  31. 31. Advisors Believe That Using LinkedIn For Prospecting Has LedTo New Client Acquisition And AUMAdvisors  that  gained  clients  from  LinkedIn  were  2-­‐2.5X  more  successful  in  engaging  and  cul8va8ng  client  rela8onships  than  those  who  did  not  acquire  clients  on  LinkedIn   Source:  LinkedIn  Marke8ng  Solu8ons  and  FTI  Consul8ng,  May  2012   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 31!
  32. 32. The “Social-Advisor” Era Has Begun To Take Shape – Are You Ready? FACTS  &  STATS   IMPLICATIONS  Social  networking  usage  increased  10%+  in  2012  and   Laggards  in  adop8ng  a  social  strategy  will  be  is  approaching  or  exceeding  50%  at  many  firms   at  a  compe88ve  disadvantage  25%  of  advisors  acquired  clients  through  social  media   Its  impera8ve  that  firms  to  adopt  an  efforts  following  a  tradi8onal  first  contact   integrated  channel  strategy  Social  media  usage  among  advisors:  LinkedIn  84%,   Each  social  network  has  a  specific  a[ributes  Facebook  28%,  Twi[er  16%   and  its  usage  should  be  clearly  defined  43%  of  advisors  do  not  use  social  media  for  business   Companies  and  advisors  need  a  coordinated  purposes,  but  74%  are  interested  in  it  for   strategy  and  training  to  develop  the  prospec8ng,  marke8ng  and  communica8ons     appropriate  social  skills  to  engage  prospects   and  customers  For  those  with  policies  in  place,  nearly  67%  of  firms   There  is  a  large  gap  between  the  personal  prohibit  the  use  of  Facebook,  YouTube  and  Twi[er   usage  and  business  prohibi8on  of  social  for  business  purposes;  25%  prohibit  the  use  of   media  needs  to  be  resolved  to  minimize  LinkedIn   compliance  and  reputa8onal  risks  Among  advisors,  compliance  and  regulatory  concerns   Coordina8on  needed  among  advisors  and  are  considered  to  be  the  primary  challenge  when   compliance  teams  to  understand  using  social  media;  specific  areas  of  uncertainty  are   regula8ons.    Policies  need  to  outline  how  to  answer  ques8ons  and  permissibility  in  sharing   permissible  usage  of  social  media  by  opinions  or  advice  with  clients   advisors.   Interactive. Proprietary And Confidential.! © 2011 Blue Panda 32! Source:  Registered  Rep  and  WealthManagement.com    
  33. 33. Advisor Social Media Playbook – Building A Personal BrandIn A Socially Connected World Build Your Social Media Profile! ² Ensure a LinkedIn profile articulates and highlights experience and expertise. Recommendations and endorsements add credibility. ! ² Create a Facebook profile that highlights a personal side, interests, include content that will garner attention and sharing among your followers.! ² Use Twitter as a communication platform to connect with websites and other social media platforms.! ! Expand Your Circle Of Influence! ² Facebook, LinkedIn, and other social media platforms provide a window into personal events/milestones that an advisor can connect to with relevant, targeted content. ! ² LinkedIn and Facebook enables an advisor to scan a clients network for potential prospects. Engaging with one’s network provides exposure to contacts and potential leads, but avoid overt selling tactics, take a consultative approach.! Broadcast To Your Network And Their Connections! ² It’s important to publish useful, relevant information, research papers, etc. Sharing this information across LinkedIn Groups, Facebook, email will expand reach. ! ² Twitter is a good way to broadcast to your network and lead them to relevant information.! ² Every client is a sphere of influence and social media is an efficient and effective method to connect with them and their network.! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 33!
  34. 34. Considerations As You Plan Out Your Digital StrategyIt  is  important  to  clearly  define  your  goals  when  cra]ing  your  social  media  plan.    Decide  if  you  want  to  increase  sales,  create  a  stronger  brand  iden8ty  and  posi8oning  as  a  thought  leader,  generate  deeper  engagement,  etc.  ² Know  your  community  and  create  compelling  content  for  them;    ensure  that  content  is   8mely,  relevant,  and  can  be  shared  across  social  networks  ² Focus  efforts  on  conversa8on  and  engagement  rather  than  selling  products  or  services  ² Devise  ways  to  harness  user  generated  content  and  audience  engagement  to  a[ract  a   larger  base  of  followers  ² Use  social  media  as  a  customer  listening  tool  and  provide  proac8ve  customer  service  ² Tools,  calculators,  benchmarks  are  ways  to  engage  your  audience;  they  should  be  built   for  mobile  devices  and  tablets  for  use  as  standalone  applica8ons  or  for  face-­‐to-­‐face   advice  sessions  ² Advisors  already  on  social  media  should  be  pro-­‐ac8ve  and  reacquaint  themselves  with   internal  and  regulatory  policies   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 34!
  35. 35. “The era of the Social-Mobile Financial Advisorhas dawned. Companies and financial advisors need tofocus on engaging with their clients across social mediaplatforms. Advice, customer experience, andpersonalized content will converge and the winners willbe those that can make the transition.”!! Jeffrey Fleischman, CEO
 Blue Panda Interactive! © 2011 Blue Panda Interactive. Proprietary And Confidential.! 35!
  36. 36. Q&A   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 36!
  37. 37. Blue   Panda   Interac8ve   [Digital   Consultancy   +   Crea8ve   Agency]:   Merging   the  brains  of  a  strategic  consultancy  and  the  innova8ve  approach  of  an  agency  to  transform  customer  experiences.    We  focus  on  digital  strategy,  media,  and  analy8cs  to  connect  brands  with  their  customers.  We  leverage  innova8ve  ideas  that  are  based  on  business  goals  and  customer   needs   to   execute   winning   strategies.   Our   belief   is   that   integrated  marke8ng   and   content   are   key   ingredients   to   connect   and   engage   with   your  audience.     It’s   about   sharing   a   passion   to   drive   business   outcomes   and   delight  customers.    If  you  would  like  to  learn  more  about  how  we  can  partner  with  you  please  contact  us  at  info@bluepandainterac8ve.com   © 2011 Blue Panda Interactive. Proprietary And Confidential.! 37!

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