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0 to 1.5 Million Twitter Impressions in 28 Days

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A Hedge Fund Social Media Case Study: Build a niche market social media community from scratch in one month. See how I blew the doors off all expectations for this project!

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0 to 1.5 Million Twitter Impressions in 28 Days

  1. 1. 0 to 1.5 Million Twitter Impressions in 28 Days A Hedge Fund Social Media Case Study
  2. 2. Setting the Stage ● I first discussed this Hedge Fund industry social media project on Linkedin with Bill Reavis, Head of Asset Management at Walsh Trading. ● Then I met with Walsh Trading directors and executives to discuss social media strategy. ○ John Walsh, President & Founder ○ John Weyer, Director of Commercial Hedging: Grains ○ Sean Lusk, Director of Commercial Hedging: Metals ○ Tim Hannagan, Senior Grain Analyst ○ Mike Bauer, Senior Livestock Analyst ○ Steve Caldwell, Senior Currencies Analyst ○ Ben DiCostanzo, Senior Energies & Interest Rates Analyst ● I presented this one-month case study idea. ● The results blew the doors off my expectations… Read on for more
  3. 3. The Social Media Dream “Walsh Trading is the go to source for #ManagedFutures news, information, trading, and investing.
  4. 4. Reality Sets In… There are some things Hedge Fund managers need to know about social media: ● If you’re not social, you’re dead ● Game on! Financial Services piling in ● Twitter: Not just a mouthpiece ● Opportunity in early adoption
  5. 5. If You’re Not Social, You’re Dead Source: http://fortune.com/2015/11/18/businesses-cant-survive-social-media/?iid=sr-link1 Not incorporating Twitter, Facebook, and other social channels into your strategy in 2015 is roughly the equivalent of insisting the web was just a fad a decade or so ago: backward-looking, blinkered, and above all, a serious business liability. Fortune “
  6. 6. Game On! Financial Services Piling In “ Source: http://insurance-journal.ca/article/financial-services-take-to-social-media/ The use of social media in the financial services industry increased by more than a third last year. The Insurance & Investing Journal
  7. 7. Twitter: Not Just a Mouthpiece “ Source: http://www.forbes.com/sites/freddiedawson/2016/03/25/twitter-your-hedge-fund-better/#6fb645ca4801 Eagle Alpha is taking information and large data sets from a variety of sources ranging from posts on Twitter to collections of satellite imagery and photosynthesis levels to create its range of products. Forbes
  8. 8. Opportunity in Early Adoption “ Source: http://www.pionline.com/article/20160307/PRINT/303079990/hedge-fund-managers-still-shy-about-social-media Only 11.1% of the world's 300 largest hedge funds had any sort of social media presence apart from LinkedIn in 2015, up from 9.9% the previous year. Pensions & Investments
  9. 9. Challenges ● Little to no existing Walsh Trading social media presence across the most popular channels. ● Finding enough high-quality, third-party content to generate goal conversions is time consuming and requires extensive knowledge of the industry. ● Walsh Trading’s goal landing pages are not hosted on the Walsh Trading website.
  10. 10. Approach ● Utilize the Brian D. Colwell Network to quickly build social authority for Walsh Trading and its star players. ● Post quality content from reputable sources with high frequency across all Walsh Trading handles. ● Identify the most effective hashtags and stock tickers to distribute content to a wide, but targeted audience. ● Actively build follower base by engaging with key industry players.
  11. 11. If Conversions Define Success, How Do You Define a Conversion?
  12. 12. Defining & Measuring Social Media Success KPI Definition 2/27/16 3/26/16 Phase 1: Content Aggregation Walsh Trading Content Promoted Each piece of content (audio, webinar, blog, etc) 0 52 Phase 2: Authorship Profile Views Google+ views 15,421 17,026 Phase 3A: @walsh_trading Distribution Main Page Post Impressions Number of times a tweet populated a twitter user’s feed: 28 Day Summary; @BColwell+++ 9,928 384,740 Phase 3B: Star Player Distribution Walsh Trading Players 0 1,180,939 BDC Network 3,362,000 3,778,000 Phase 4: Twitter Engagement Followers Twitter users following @walsh_trading or Walsh Trading star players’ news feeds 44 1,848 (3/31/16) Phase 5: LinkedIn Presence Update Impressions Number of times an update populated a LinkedIn user’s news feed 0 33,079 Phase 6: LinkedIn Engagement Followers LinkedIn users following Walsh Trading’s company page and/or connected with John Walsh 42 1,658 (3/31/16)
  13. 13. Branding & Conversion Messages Social Media Traffic Drives Website Visits BUT, Your Website Drives Conversions Company Website Contact Requests & Subscriptions
  14. 14. Branding Messages No Email Vetted Asset Management List Subscription Form Daily Audio agweb.com byoaudio.com www.walshtrading.com us3.campaign-archive1.com Vantage Point URL? www.WalshTrading.com www.walshtrading.com Conversion No User Analytics Existing Walsh Trading Landing Page Set-Up Directs Traffic Away from the Primary URL Harder to gain Social Authority and get credit from Lord Google (SEO Optimization) Challenge
  15. 15. Recommended Walsh Trading Landing Page Set-Up Notice Walsh Trading URLS Throughout Trading Insights & Webinars Vetted Asset Management List Subscription Form Daily Audio www.walshtrading.com www.walshtrading.com www.walshtrading.com Vantage Point www.walshtrading.com www.WalshTrading.com www.walshtrading.com Subscription Conversion Branding Web Conversion & Full Analytics
  16. 16. Building the Walsh Trading Social Media Engine
  17. 17. Social Media Platform Phases Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Phase 1: Content Aggregation Phase 2: Authorship @walsh_trading Phase 3A: @walsh_trading Distribution Phase 3B: Star Player Distribution BrianDColwell BColwell_ EMGMKT BColwell_ ALT BColwell_ CTA BColwell_ ECON Brian Colwell Walsh Trading Company Page Phase 4: Twitter Engagement Bill Reavis Sean Lusk John Weyer John Walsh Mike Bauer Tim Hannagan Steve Caldwell Phase 5: Build LinkedIn Presence Phase 6: LinkedIn Engagement Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer
  18. 18. Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Phase 1: Content Aggregation Content Sources
  19. 19. Phase 2: Authorship Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Content Sources Bill Reavis Sean Lusk John Weyer Google+ Pages John Walsh Mike Bauer Tim Hannagan Steve Caldwell
  20. 20. Phase 3A: @walsh_trading Distribution Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Content Sources Google+ Pages Bill Reavis Sean Lusk John Weyer John Walsh Mike Bauer Tim Hannagan Steve Caldwell @walsh_trading Company Twitter Page
  21. 21. Phase 3B: Star Player Distribution Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Content Sources Google+ Pages Bill Reavis Sean Lusk John Weyer John Walsh Mike Bauer Tim Hannagan Steve Caldwell @walsh_trading Company Twitter Page Star Player Twitter Pages BrianDColwell BColwell_ EMGMKT BColwell_ ALT BColwell_ CTA BColwell_ ECON Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer
  22. 22. Phase 4: Twitter Engagement Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Content Sources Google+ Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer Tim Hannagan Steve Caldwell @walsh_trading Company Twitter Page Star Player Twitter Pages Engagement BrianDColwell BColwell_ EMGMKT BColwell_ ALT BColwell_ CTA BColwell_ ECON Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer
  23. 23. Phase 5: Build LinkedIn Presence Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Content Sources Google+ Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer Tim Hannagan Steve Caldwell @walsh_trading Company Twitter Page Star Player Twitter Pages Engagement BrianDColwell BColwell_ EMGMKT BColwell_ ALT BColwell_ CTA BColwell_ ECON Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer Brian Colwell Walsh Trading Company Page LinkedIn Pages
  24. 24. Phase 6: LinkedIn Engagement Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Content Sources Google+ Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer Tim Hannagan Steve Caldwell @walsh_trading Company Twitter Page Star Player Twitter Pages Engagement BrianDColwell BColwell_ EMGMKT BColwell_ ALT BColwell_ CTA BColwell_ ECON Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer Brian Colwell Walsh Trading Company Page LinkedIn Pages Engagement
  25. 25. Social Media Platform Phases Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Phase 1: Content Aggregation Phase 2: Authorship @walsh_trading Phase 3A: @walsh_trading Distribution Phase 3B: Star Player Distribution BrianDColwell BColwell_ EMGMKT BColwell_ ALT BColwell_ CTA BColwell_ ECON Brian Colwell Walsh Trading Company Page Phase 4: Twitter Engagement Bill Reavis Sean Lusk John Weyer John Walsh Mike Bauer Tim Hannagan Steve Caldwell Phase 5: Build LinkedIn Presence Phase 6: LinkedIn Engagement Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer
  26. 26. What can I do in one month?
  27. 27. Curated News Feeds via Hootsuite Curated Source Lists via BrianDColwell Walsh Trading Content Phase 1: Content Aggregation Phase 2: Authorship @walsh_trading Phase 3A: @walsh_trading Distribution Phase 3B: Star Player Distribution BrianDColwell BColwell_ EMGMKT BColwell_ ALT BColwell_ CTA BColwell_ ECON Brian Colwell Walsh Trading Company Page Phase 4: Twitter Engagement Bill Reavis Sean Lusk John Weyer John Walsh Mike Bauer Tim Hannagan Steve Caldwell Phase 5: Build LinkedIn Presence Phase 6: LinkedIn Engagement Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer Tim Hannagan Steve Caldwell Bill Reavis Sean Lusk John Walsh John Weyer Mike Bauer One Month Focus NOTE: Phases 2 and 5 require more than one month to execute
  28. 28. Macro Planning, Micro Moments 1. Develop a Content Curation System 2. Aggregate Relevant & Timely Third-Party Content 3. Distribute Content to Target Niche Communities 4. Attract Followers and Engage with Communities 5. Further the Conversation
  29. 29. Aggregate Comprehensive & Timely Content ● Use Hootsuite to unlock Twitter ○ Monitor influencers ○ Monitor Walsh Trading Inc. public & private Twitter lists ○ Monitor trends (#hashtag)
  30. 30. Develop Curated News Feeds & Resource Lists ● Create public and private Twitter lists: ○ Grain Futures ○ Energy Futures ○ Livestock Futures ○ Futures & Trading ○ Precious Metals Futures ○ Metals Futures ○ Prospect List ○ Client List ○ Vetted Asset Management List ○ Competitor List
  31. 31. Distribute Content to Target Niche Communities ● Choose the #RealEstate you want… own where you squat ○ #managedfutures ○ #globalmacro ○ #futurestrading ○ #alternativeinvestment ○ #absolutereturn ○ #grainfutures ○ #goldfutures ○ #futurestrading ● Images are Essential ● Hashtags & Tickers: Your Secret Weapon ● High Volume & Frequency are Key
  32. 32. It takes more than content to attract a niche market. Engagement is the lifeblood of social media ROI.
  33. 33. Attract Followers and Engage with Communities ● Engage your star players ○ Walsh Trading executives on Twitter ○ Brian D. Colwell Twitter and LinkedIn networks ● Executive social media presence ○ Managed daily ○ Cross-sharing to boost social authority ○ Authorship ○ Google loves Twitter
  34. 34. Further the Conversation ● Nurture relationships with clients & prospects ○ Monitor ○ Connect ○ Share ○ Engage ● Share Twitter content on LinkedIn
  35. 35. Case Study Findings
  36. 36. 28-Day Highlights Twitter ● 0 to 1.5 Million Twitter Impressions ● +1,804 Twitter Followers ● Avg 822 Impressions Per Tweet ● Top Tweet earned 29K Impressions ● Top Mention earned 32 Engagements ● Top Twitter News Stories on: ● #ManagedFutures ● #GlobalMacro ● $GLD LinkedIn ● 0 to 33,079 LinkedIn Impressions ● +1,616 LinkedIn Connections
  37. 37. Hashtag Group: Agriculture 820,121 Impressions 746 Average Per Post 1,100 Posts 2/27/16 - 3/26/16 4,406 Engagements 4 Average Per Post
  38. 38. Hashtag Group: Alt Investments 830,409 Impressions 709 Average Per Post 1,171 Posts 2/27/16 - 3/26/16 3,736 Engagements 3 Average Per Post
  39. 39. Hashtag Group: Asset Management 1,764,492 Impressions 883 Average Per Post 1,999 Posts 2/27/16 - 3/26/16 7,491 Engagements 4 Average Per Post
  40. 40. 1,492 Average Impressions Per Post As of 3/26/16 #globalmacro Top News Story
  41. 41. 1,153 Average Impressions Per Post As of 3/26/16 #managedfutures Top News Story
  42. 42. Hashtag Group: Energy 727,956 Impressions 1,223 Average Per Post 595 Posts 2/27/16 - 3/26/16 2,505 Engagements 4 Average Per Post
  43. 43. Hashtag Group: Metals 582,451 Impressions 868 Average Per Post 671 Posts 2/27/16 - 3/26/16 3,089 Engagements 5 Average Per Post
  44. 44. 870 Average Impressions Per Post As of 3/26/16 $GLD Top News Story
  45. 45. 2,766 Average Impressions Per Post As of 3/26/16 #basemetals
  46. 46. Twitter Hashtag Ownership
  47. 47. Twitter Engagement ● Getting noticed by influencers in our niche
  48. 48. Twitter Engagement 1 2 3 Engagement Furthering the Conversation Boosting Impressions
  49. 49. Top Mentions
  50. 50. 362 @walsh_trading 1,316 Walsh Trading Star Players 2,469 Brian D Colwell Network 4,146 Followers As of 3/26/16 Twitter Followers
  51. 51. ProducersTop Followers
  52. 52. LinkedIn Followers ❏ LinkedIn Network: 10,510 ❏ Walsh Trading Company Page: 63 ❏ John Walsh Connections: 1,420 ❏ Brian D Colwell Connections: 9,027 As of 3/26/16
  53. 53. Twitter Posts & Impressions
  54. 54. 60 Average Posts Per Day 316 @walsh_trading 1,763 Walsh Trading Star Players 1,985 Brian D Colwell Network 4,064 Posts 2/27/16 - 3/26/16 Twitter Posts
  55. 55. Impression-Building Posts Top Posts
  56. 56. Subscription-Based Posts Top Posts
  57. 57. 822 Average Impressions Per Post 384,740 @walsh_trading 1,180,939 Walsh Trading Star Players 1,775,432 Brian D Colwell Network 3,341,111 Impressions 2/27/16 - 3/26/16 Twitter Impressions
  58. 58. 5,331,100 28-Day Impression Count As of 3/26/16 28-Day Impression Count 389,000 @walsh_trading 1,164,100 Walsh Trading Star Players 3,778,000 Brian D Colwell Network
  59. 59. LinkedIn Followers & Posts
  60. 60. LinkedIn Posts, Impressions, & Engagement ❏ 254 posts ❏ 33,079 impressions ❏ 130 impressions/post ❏ 2 engagements/post LinkedIn Post Activity: 3/2/16 - 3/26/16
  61. 61. Top Performing LinkedIn Posts
  62. 62. Defining & Measuring Social Media Success KPI Definition 2/27/16 3/26/16 Phase 1: Content Aggregation Walsh Trading Content Promoted Each piece of content (audio, webinar, blog, etc) 0 52 Phase 2: Authorship Profile Views Google+ views 15,421 17,026 Phase 3A: @walsh_trading Distribution Main Page Post Impressions Number of times a tweet populated a twitter user’s feed: 28 Day Summary; @BColwell+++ 9,928 384,740 Phase 3B: Star Player Distribution Walsh Trading Players 0 1,180,939 BDC Network 3,362,000 3,778,000 Phase 4: Twitter Engagement Followers Twitter users following @walsh_trading or Walsh Trading star players’ news feeds 44 1,848 (3/31/16) Phase 5: LinkedIn Presence Update Impressions Number of times an update populated a LinkedIn user’s news feed 0 33,079 Phase 6: LinkedIn Engagement Followers LinkedIn users following Walsh Trading’s company page and/or connected with John Walsh 42 1,658 (3/31/16)
  63. 63. Month 1 Performance 2/27/16 Week 1 Week 2 Week 3 Week 4 (as of 3/26) Month End Phase 1: Content Promoted -- 11 21 20 0 52 Phase 3A: @walsh_trading Impressions * 9,928 44,800 198,000 319,000 384,740 384,740 Phase 3B: Star Player Impressions* 3,362,000 3,302,361 3,838,600 4,316,100 4,958,939 4,958,939 Phase 4: Twitter Followers (Company + Star Players) 44 347 979 1,368 1,848 (3/31/16) 1,848 (3/31/16) Phase 5: LinkedIn Post Impressions* 0 4573 15,935 24,414 33,079 33,079 Phase 6: LinkedIn Followers (Company + John Walsh) 42 429 852 1,123 1,658 (3/31/16) 1,658 (3/31/16) * Twitter impressions reported are 28-day running value
  64. 64. WalshTrading.com Analytics
  65. 65. 502 Unique Users 64% New Visitors 2.9 Pages Per Session 2:18 Average Session Duration 704 Sessions 2/27/16 - 3/26/16 WalshTrading.com Traffic Traffic peaks during the week, generally between Tuesday and Thursday.
  66. 66. Top 5 Web Pages Web Traffic: 2/27/16 - 3/26/16 Pageviews Average Time on Page Bounce Rate Exit All Traffic 2,012 2:18 Session Duration 48% Not Applicable Home Page 693 1:26 44% 44% Team 144 1:25 66% 43% Walsh Trading Insights 133 3:32 50% 56% Executive Team 95 1:12 40% 32% Careers 79 0:51 84% 44%
  67. 67. User Behavior By Traffic Source Web Traffic: 2/27/16 - 3/26/16 Sessions New Users New Sessions Pages Per Session Average Session Duration Bounce Rate All Traffic 704 502 64% 2.9 2:18 48% Organic 378 241 64% 3.3 3:07 44% Direct 195 111 57% 2.2 1:11 52% Referral 65 48 74% 2.5 1:45 62% Social 57 49 86% 3.0 1:25 42% Email 9 2 22% 1.4 0:49 67%
  68. 68. Top 5 Referral Sources Web Traffic: 2/27/16 - 3/26/16 Share of Total Sessions Bounce Rate Pages Per Session Average Session Duration All Referral Traffic (65 sessions) 100% 62% 2.5 1:45 Twitter (t.co) 30% 56% 1.8 0:59 insidefutures.com 16% 45% 3.0 1:56 LinkedIn 14% 6% 5.9 2:39 investing.com 12% 60% 3.5 1:55 Email (us3.campaignarchive1. com) 5% 0% 2.5 2:50
  69. 69. Walsh Trading was a great partner and made significant contributions to this project. Special thanks to Bill Reavis, Head of Asset Management at Walsh Trading. @WGR101
  70. 70. Social Media Manager for Hire Brian D. Colwell briandcolwellblog@gmail.com http://briandcolwell.com Build Your Social Authority ● Emerging & Frontier Markets ● Global Macro & Commodities ● Economics & GeoPolitics ● Alternative Investments “Great answers aren’t found on paved roads and well-beaten paths. Great answers live in the wild. I vow to venture deep into the digital jungle in the hunt for knowledge.”

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