The Return on Investment in social media is big. That’s why 71
percent of financial advisors are using a social channel to...
“Getting Returns Without
Getting It Wrong”
Dr. Debra Jasper
Betsy Hubbard
Mindset Digital
#cmworld
Get up to
speed
in a fast
Gary Hayes
99 00 01 0502 03 04 08070698 09 10 11 12 13
Today Show
Car
Whoa!
One of the
world’s
wealthiest
people
Warren
Buffett
Investors are
online—and using
social media
68
%
Online adults with investment
$100,000+ in investable assets
“boosted Apple’s
market value by
about $20 billion”
“Incorporating
tweets into its
data service…”
“We were getting requests
from customers who were
seeing news they wanted to
be aware of on Twitter.”
New
thinking
new
realities
is over
The lecture
America’s most
trusted
newscaster
+
lecture conversation
the tone changes
Formal
American Family Insurance
Charles Schwab 1
Charles Schwab 2
Charles Schwab 3
352,213
views
1.8M+
views
OhChuckIBlewMyCash.com
Oh, Chuck Truck
conversational
154,492
798,982154,492
#cmworld
social media world
Can I skim this?
Will I stay tuned in?
Can I skim
this?
Is it worth
sharing?
Will I stay
tuned in?
#cmworld
BGSU
“brilliant in every way”
Show me
a story
3.5 trillion
photos ever
taken
10%
2011
2004
Now
#cmworld
Test #1
What’s this
about
Rise of a visual culture
• The human brain processes images
faster than text.
• Increasingly, we capture the important
mom...
What’s this
about
What’s this
about
Rise of a visual culture
• The human brain processes images
faster than text.
• Increasingly, we capture the important
mom...
Test #2
LOOK
LEFT
You failed.
Really bad drawings…
real simple explanations
Federal Reserve - Cleveland
Most popular
Least popular
• Press release
• Factsheet
• Results
• Infographic
• Word cloud
Photos received
53% more likes
2x more
engagement
Financial Planning
Safety Tips
Interesting Stats
No captive
audiences
100,000
SKIMMER
S
and
SCANNER
Attention spans
of 9 seconds.
3 min
our audience
our audience
Mourning the
death of the
attention span
Tune
you out
Take
you out
“Getting Returns Without
Getting It Wrong”
Dr. Debra Jasper
Betsy Hubbard
Mindset Digital
#cmworld
#cmworld
Doodle Daydream
I survived the
#heweb
keynote
#Game
On
#cmworld
Pushing out
content to
consumers
What am I
really
investing for?
Letting content in
Paul Heller
The Vanguard
Group
“We hope to engage
investors with a new
social media site that
brings to life the
benefit o...
Jettison the “hot, older
actors” and go with real
people with wrinkles, fears
and hopes.
All advertising should be
“something that people
actually seek out and want
to share.”
David Droga,
Droga5
FINRA SE FFIEC
hypothetic
alguarantee
Reward Risk
“The rise in such cases
comes as investment
advisors are increasingly
using social media to
communicate with clients
and p...
“An employee training program that incorporates
the institution’s policies and procedures for
official, work-related use o...
FINRA Advertising Violation Cases
50
525%
increase
“unbalanced…overwhelmingly positive
and frequently predicted an imminent
price rise”
“failed to inform a registered…princi...
HURRAY
for EIAs!
Top 20
reps
Supervision
Recordkeeping
Principal
Review Suitability
Entanglement
Formal
nvestment
MICROB
LOGS
OTHER
SHARING
VIDEOSH
ARING
WIKI
S
PODCASTI
NG
BLOGS
LIVESTRE
AMING
SOCIAL
NETWORKS
PHOTOSH
ARING
gnoring
Fidelity
Project Glass Parody
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  • 2013: Vine2011: Google Plus,2010 - Quora, Rock Melt, Flipboard, 2009 – Qwiki, Daily Booth, Storify, chat Roulette, FourSquare2008 - Plurk2007- Tumblr, Gowalla2006 – Urban Spoon
  • 2010 - Quora, Rock Melt, Flipboard, Storify2009 – Qwiki, Daily Booth, Storify, FourSquare, Clixtr2008 - Plurk2007- Tumblr, Gowalla
  • KEY POINTS: Columbus companies and pictures of business people.SOURCE:Stock images: http://mrg.bz/Oe5Wj0http://office.microsoft.com/en-us/images/results.aspx?qu=business&ex=2#ai:MP900424431|mt:2|http://office.microsoft.com/en-us/images/results.aspx?qu=business&ex=2#ai:MP900411828|mt:2|http://office.microsoft.com/en-us/images/results.aspx?qu=business&ex=2#ai:MP900400336|mt:2|CREATED: UPDATED/CONFIRMED: SS 7/13KEY WORDS: logos, brandsSLIDE TYPE: CHECKEXAMPLE
  • KEY POINTS: These are meeting attendees + Staff photos from OSU COLLEGE of AgSOURCE: http://cfaes.osu.edu/students/about-us/list-staffUPDATED/CONFIRMED: Santino 7/13SLIDE TYPE: CHECKEXAMPLE
  • 2004 ad
  • 2004 ad
  • SOURCE: http://www.youtube.com/watch?v=xDb_ih514CU2004
  • http://www.youtube.com/watch?v=aEmLvBr1WFE2011
  • http://www.youtube.com/watch?v=aEmLvBr1WFE2011
  • Schwab worked with ad agency Euro RSCG Worldwide-New York to create the Talk to Chuck™ campaign. The campaign has now been in market since the fall of 2005.
  • Last summer KEY POINTS: One of the most popular Charles Schwab “I Blew My Cash” commercials is this one, about the $50 burger.2012 SOURCE: http://youtu.be/9AlvMm_P6O8 CREATED: RobM 6.12 UPDATED/CONFIRMED:  SLIDE TYPE: checkexample
  • Last summer KEY POINTS: One of the most popular Charles Schwab “I Blew My Cash” commercials is this one, about the $50 burger.2012 SOURCE: http://youtu.be/9AlvMm_P6O8 CREATED: RobM 6.12 UPDATED/CONFIRMED:  SLIDE TYPE: checkexample
  • KEY POINTS: One of the most popular Charles Schwab “I Blew My Cash” commercials is this one, about the $50 burger. SOURCE: http://youtu.be/9AlvMm_P6O8 CREATED: RobM 6.12 UPDATED/CONFIRMED:  SLIDE TYPE: checkexample
  • http://www.adweek.com/news/advertising-branding/charles-schwab-confronts-impulse-buying-140822UPDATED/CONFIRMED: SLIDE TYPE: CHECKEXAMPLEFacebook logoYouTube logo
  • KEY POINTS: One of the most popular Charles Schwab “I Blew My Cash” commercials is this one, about the $50 burger. As of February 20, 2013, more than 350,000 views. SOURCE: http://youtu.be/9AlvMm_P6O8 CREATED: RobM 6.12 UPDATED/CONFIRMED: JacobF 4/13 SLIDE TYPE: checkexample
  • KEY POINTS: One of the most popular Charles Schwab “I Blew My Cash” commercials is this one, about the $50 burger. Their page’s total views are approaching 2 million views, with the “I Blew My Cash” videos are almost 6,500 views.6,415 views for six uploaded videos 1,882,014 total views (April 2013 number) SOURCE: http://www.youtube.com/user/CharlesSchwab CREATED: RobM 6.12 UPDATED/CONFIRMED: JacobF 4/13 SLIDE TYPE: checkexample
  • KEY POINTS: One of the most popular Charles Schwab “I Blew My Cash” commercials is this one, about the $50 burger. As of January, 2013 over 1 million people had seen the six videos on YouTube. SOURCE: http://www.youtube.com/user/CharlesSchwab CREATED: RobM 6.12 UPDATED/CONFIRMED:  SLIDE TYPE: checkexample
  • http://www.aboutschwab.com/press/blog/oh_chuck_contest_finalists_announced/
  • KEY POINT: Preview slideSOURCE: WebMODIFIED BY: SS 7/13KEY WORDS: greenpeace, chicago tribune, logos, brands, bowling green, BGSU, peterson brothers
  • KEY POINTS:CREATED: (style is RobM, 03/12)  UPDATED/CONFIRMED: (JacobF, 02/13)SOURCES: https://www.facebook.com/KEAmembers/posts/427919357289066https://www.facebook.com/indianastateteachers/posts/526860867337122
  • KEY POINTS:CREATED: (style is RobM, 03/12)  UPDATED/CONFIRMED: (JacobF, 02/13)SOURCES: https://www.facebook.com/KEAmembers/posts/427919357289066https://www.facebook.com/photo.php?fbid=532758150088311&set=a.161167287247401.31089.105126636184800&type=1https://www.facebook.com/OhioEducationAssociation/posts/197956193677396 (OEA)----- Meeting Notes (2/20/13 15:17) -----don't cut off - bring over top
  • SOURCE:http://brainrules.net/vision
  • Photos on Facebook Pages received 53% more Likes than the average post.http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-the-Average-Post-New-DATA.aspx
  • Tweets with image links have engagement rates 2x higher than Tweets without image links.http://www.linchpinseo.com/infographic-twitter-tweet-cheat-sheet
  • Vanguard has really captured the art of engaging clients by having them provide content.
  • Instead of pushing content to them, like white papers, text-heavy website materials and talking head videos.
  • At the heart of it all, Vanguard really wanted to know from their clients what they were investing for.
  • And to find this out, they created an innovative social media campaign, called My Life Ticker.Similar to the stock market ticker, My Life Ticker allowed clients to include a personal photo and then mark what their personal investment goals and dreams were.
  • So instead of pushing content out to their clients, they let the content in.
  • And learned more from their clients in the process. Rather than feature more talking head videos, they let their clients do the talking in unscripted videos.
  • As Vanguard’s Managing Director, Paul Heller, said: “We hope to engage investors with a new social media site that brings to life the benefit of maintaining perspective and long-term discipline, which will enable them to focus on more important aspects of life. My Life Ticker is a creative, cost-effective, and compelling way to introduce individuals to the Vanguard way of investing.”https://pressroom.vanguard.com/press_release/2013.03.12_Vanguard_Engages_Clients_Through_My_Life_Ticker_Campaign.html
  • And you’re walking on thin ice to stay on top of internal regulations.
  • You’ve had to eliminate certain words from your vocabulary.
  • KEY POINTS: The key is well-balanced materials that don’t make a consumer start a financial relationship with you with outsized expectations.  SOURCE: From Steve’s original deck – Microsoft clipart? 
  • KEY POINTS: While it’s emerging, both FINRA and the SEC have taken action in response to online posts. Here, the broker failed to inform a registered firm principal that “she had a Twitter account…” SOURCE: http://www.advisorone.com/2011/07/18/finras-suspension-of-advisor-for-unbalanced-tweets 
  • http://finance.yahoo.com/news/sutherland-finra-focus-4-2012-193100192.html The number of cases involving alleged advertising violations has increased nearly every year since 2006, growing from eight actions reported in 2006 to 50 in 2012 (a 525% increase). These statistics also demonstrate that advertising cases make up a noteworthy percentage of FINRA’s annual fines. It remains to be seen whether advertising fines will return to 2011’s level or if that year was simply an aberration due to the significant fines ($9.5 million) imposed in advertising cases involving auction rate securities (ARS). There were no ARS advertising cases in 2012. 
  • KEYPOINTS:While her account and these tweets have since been deleted, these are the tweets from her account contained in the FINRA letter.SOURCE: http://www.finra.org/web/groups/industry/@ip/@edu/@mat/documents/education/p124643.pdfCREATED: RobE 4/12UPDATED/CONFIRMED:SLIDETYPE:
  • KEYPOINTS:Here are the specific quotations from FINRA’s findings that refer to her Tweets.SOURCE: http://www.finra.org/web/groups/industry/@ip/@edu/@mat/documents/education/p124643.pdfCREATED: RobE 4/12UPDATED/CONFIRMED:SLIDETYPE:
  • http://disciplinaryactions.finra.org/viewDocument.aspx?DocNb=33314A twenty business-day suspension from associating with a FINRA member in any capacity and a $10,000 fine.From approximately 2009 through 2011, the Respondent disseminated advertising and  sales literature to the public in YouTube videos, invitations to seminars and workshops,  and letters concerning, among other things, bonus incentives. Generally, these materials  related to seminars teaching attendees about equity index annuities ("EIAs") and how  they compared to other investments. These materials were distributed to anywhere from  200 to 1,000 members of the public.
  • http://www.banktech.com/channels/creating-a-finra-friendly-social-media-p/232700252Understanding FINRA Social Media GuidelinesThe first step to maintaining compliance with the FINRA guidelines while engaging in social media is to understand the five main areas in which they provide guidance:Recordkeeping. All social media activities must be recorded in compliance with record retention guidelines. Firms cannot delete, and must archive, all social media activities.Suitability responsibilities. Social media communications that include recommendations of any type must follow NASD Rule 2310. This means that firms cannot make promises through social media that they could not make via traditional communication methods.Types of interactive electronic forums. Static social media content requires principal approval; interactive social media content does not. This means that any social media content that is real-time communication does not require principal approval, while static content on social media, including profiles and advertising, does require the approval of the firm’s registered principal.Supervision of social media sites. Firms are required to supervise interactive communication on social media sites and adopt policies to stay in compliance. This means that companies are responsible for making sure any social media communications made through their accounts, no matter which employee posts it, remains in compliance with FINRA guidelines.Third-party posts. Social media posts from third parties are not considered communications from a firm unless the firm has endorsed or is involved in the preparation of the content. This means that firms are not responsible for what others say or claim about their products and services unless they actively involve themselves with the third-party content.
  • Sept6 emily-content marketingworld-6sept2013

    1. 1. The Return on Investment in social media is big. That’s why 71 percent of financial advisors are using a social channel to bring in new business. But there is another ROI – and that is the Risk of Ignoring massively complicated compliance rules. A whole host of federal agencies are not just monitoring and fining you, they’re mandating that you get your employees up to speed on using new channels in smart and compliant ways. At the 2013 Content Marketing World Financial Summit, Mindset Digital co-founders, Debra Jasper and Betsy Hubbard, show you how to take advantage of powerful new channels to engage clients and retain customers — all while staying within regulation.
    2. 2. “Getting Returns Without Getting It Wrong” Dr. Debra Jasper Betsy Hubbard Mindset Digital #cmworld
    3. 3. Get up to speed in a fast
    4. 4. Gary Hayes
    5. 5. 99 00 01 0502 03 04 08070698 09 10 11 12 13
    6. 6. Today Show
    7. 7. Car
    8. 8. Whoa!
    9. 9. One of the world’s wealthiest people Warren Buffett
    10. 10. Investors are online—and using social media
    11. 11. 68 % Online adults with investment
    12. 12. $100,000+ in investable assets
    13. 13. “boosted Apple’s market value by about $20 billion”
    14. 14. “Incorporating tweets into its data service…”
    15. 15. “We were getting requests from customers who were seeing news they wanted to be aware of on Twitter.”
    16. 16. New thinking
    17. 17. new realities
    18. 18. is over The lecture
    19. 19. America’s most trusted newscaster
    20. 20. +
    21. 21. lecture conversation
    22. 22. the tone changes
    23. 23. Formal
    24. 24. American Family Insurance
    25. 25. Charles Schwab 1
    26. 26. Charles Schwab 2
    27. 27. Charles Schwab 3
    28. 28. 352,213 views
    29. 29. 1.8M+ views
    30. 30. OhChuckIBlewMyCash.com
    31. 31. Oh, Chuck Truck
    32. 32. conversational
    33. 33. 154,492
    34. 34. 798,982154,492
    35. 35. #cmworld
    36. 36. social media world
    37. 37. Can I skim this?
    38. 38. Will I stay tuned in?
    39. 39. Can I skim this? Is it worth sharing? Will I stay tuned in?
    40. 40. #cmworld
    41. 41. BGSU
    42. 42. “brilliant in every way”
    43. 43. Show me a story
    44. 44. 3.5 trillion photos ever taken
    45. 45. 10% 2011
    46. 46. 2004 Now
    47. 47. #cmworld
    48. 48. Test #1
    49. 49. What’s this about
    50. 50. Rise of a visual culture • The human brain processes images faster than text. • Increasingly, we capture the important moments of our life in images. • We have become more visually sophisticated. • Images not only capture our attention, they often convey information better.
    51. 51. What’s this about
    52. 52. What’s this about
    53. 53. Rise of a visual culture • The human brain processes images faster than text. • Increasingly, we capture the important moments of our life in images. • We have become more visually sophisticated. • Images not only capture our attention, they often convey information better. Memory recognition doubles when using photos.
    54. 54. Test #2
    55. 55. LOOK LEFT You failed.
    56. 56. Really bad drawings… real simple explanations
    57. 57. Federal Reserve - Cleveland
    58. 58. Most popular Least popular
    59. 59. • Press release • Factsheet • Results • Infographic • Word cloud
    60. 60. Photos received 53% more likes
    61. 61. 2x more engagement
    62. 62. Financial Planning
    63. 63. Safety Tips
    64. 64. Interesting Stats
    65. 65. No captive audiences
    66. 66. 100,000
    67. 67. SKIMMER S and SCANNER
    68. 68. Attention spans of 9 seconds.
    69. 69. 3 min
    70. 70. our audience
    71. 71. our audience
    72. 72. Mourning the death of the attention span
    73. 73. Tune you out
    74. 74. Take you out
    75. 75. “Getting Returns Without Getting It Wrong” Dr. Debra Jasper Betsy Hubbard Mindset Digital #cmworld #cmworld
    76. 76. Doodle Daydream
    77. 77. I survived the #heweb keynote
    78. 78. #Game On
    79. 79. #cmworld
    80. 80. Pushing out content to consumers
    81. 81. What am I really investing for?
    82. 82. Letting content in
    83. 83. Paul Heller The Vanguard Group “We hope to engage investors with a new social media site that brings to life the benefit of maintaining perspective and long-term discipline…” “…My Life Ticker is a creative, cost- effective, and compelling way to introduce individuals to the Vanguard way of investing.”
    84. 84. Jettison the “hot, older actors” and go with real people with wrinkles, fears and hopes.
    85. 85. All advertising should be “something that people actually seek out and want to share.” David Droga, Droga5
    86. 86. FINRA SE FFIEC
    87. 87. hypothetic alguarantee
    88. 88. Reward Risk
    89. 89. “The rise in such cases comes as investment advisors are increasingly using social media to communicate with clients and promote their services.”
    90. 90. “An employee training program that incorporates the institution’s policies and procedures for official, work-related use of social media, and potentially for other uses of social media, including defining impermissible activities.”
    91. 91. FINRA Advertising Violation Cases 50 525% increase
    92. 92. “unbalanced…overwhelmingly positive and frequently predicted an imminent price rise” “failed to inform a registered…principal (at her current employer) that she had a Twitter account” “tweets failed to disclose that she and her family members held more than 100,000 AMD shares”
    93. 93. HURRAY for EIAs!
    94. 94. Top 20 reps
    95. 95. Supervision Recordkeeping Principal Review Suitability Entanglement
    96. 96. Formal
    97. 97. nvestment
    98. 98. MICROB LOGS OTHER SHARING VIDEOSH ARING WIKI S PODCASTI NG BLOGS LIVESTRE AMING SOCIAL NETWORKS PHOTOSH ARING
    99. 99. gnoring
    100. 100. Fidelity
    101. 101. Project Glass Parody

    ×