Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Alternative Investment Social Media Strategy

2,509 views

Published on

Check out this detailed presentation on how to build you social media platform, starting with twitter for news, and then using linkedin and facebook for social media. Includes great case study for hedge fund cta in appendix.

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Alternative Investment Social Media Strategy

  1. 1. Alternative Investment Firm Social Media Strategy
  2. 2. Reputation Management, Content Amplification & Money
  3. 3. Benefits of Social Media Engagement 1. Monitor & Leverage Industry News 2. Build Brand Equity & Social Authority 3. Introduce Firm to Potential Investors
  4. 4. Reputation Management “Leveraging social media to listen, amplify, and direct.
  5. 5. 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
  6. 6. 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 “
  7. 7. 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
  8. 8. 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
  9. 9. Tapping Into Twitter “The key problem with Twitter is separating useful data from the noise” “...we found that there’s real economic knowledge to be gathered.” “The rise of social media allows us to measure the sentiment of a large number of individuals in real time.” Source: Bloomberg Technology http://www. bloomberg.com/news/articles/2016-04- 21/andrew-lo-study-says-twitter-can-help-you- trade-fed-meetings
  10. 10. 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
  11. 11. Approach ● Utilize the Brian D. Colwell Network to quickly build social authority for Firm and its star players. ● Post quality content from reputable sources with high frequency across all Firm handles. ● Identify the most effective hashtags and stock tickers to distribute content to a wide, but targeted audience. “#Hashtag RealEstate” ● Actively build follower base by engaging with key industry players.
  12. 12. Building the Social Media Empire
  13. 13. Content Amplification
  14. 14. Hello, My Name is... Social Media Activities Boost Search Engine Performance
  15. 15. Become a Trusted Source: Search Engine Performance is Critical to Website Success Website
  16. 16. Social Media Traffic Drives Website Visits BUT, Your Website Drives Conversions Branding & Conversion Messages Company Website Contact Requests & Subscriptions
  17. 17. Building the Firm’s Social Media Network (Brand Content + Curated Content) x (Social Media Channels)Engagement = High Search Engine Visibility Drives Social Authority & Brand Awareness
  18. 18. Alternative Investment Firm Content Brand Content ● Philosophy ● Process ● Insights ● What sets us apart? ● Approach ● Press Releases ● Media & Videos ● Community Service / Philanthropy ● News from investment team ● News from management team ● Monthly views ● Weekly round-up and blog? ● Weekly live $twtr interviews? Curated Content ● #Economics: ○ @wef ○ @elerianm ● #Geopolitics: ○ @intlspectator ○ @militarytimes ● #EmergingMarkets: ○ @qzafrica ○ @china ● #AlternativeInvestments: ○ @techcrunch ○ @preqin
  19. 19. Twitter Workflow Curated News Feeds & Source Lists Brian Colwell’s Twitter Network Star Player Twitter Handles Event Twitter Handles Business Twitter Handles Industry Events Other Star Players Firm Twitter Handle Firm’s Branded Content
  20. 20. Twitter Workflow Curated News Feeds & Source Lists @bcolwell_econ @bcolwell_emgmkt @bcolwell_alt @bcolwell_cta @briandcolwell @xxx_bob @xxx_bill @xxx_brenda @xxx_brent @xxx_bobob @xxx_brit @bcolwell_salt @firm_salt @firm_sohn other? @firm_news @firm_alts @firm_etc Industry Events @employee personal handles @other? @firm_xxx Firm’s Branded Content
  21. 21. Twitter Workflow: @firm_news Insights, community service/ philanthropy, news from management, approach, process, what sets us apart, press releases, media & videos, monthly views, weekly round-up and blog Firm Twitter Handle Firm’s Branded Content
  22. 22. Twitter Workflow: @firm_alts News from investment team, monthly views, content re: public funds, weekly live twitter interviews, investment q&a, financial education: focus on educating financial advisors on use of alts in portfolio strategy Firm Twitter Handle Firm’s Branded Content
  23. 23. Twitter Workflow: @firm_salt, @firm_sohn Aggregating all event news, improperly or untagged tweets, speaker tweets, media tweets and content: “reporting on the reporters” Industry Events Firm Twitter Handle
  24. 24. Use Twitter Lists to Refine Raw Information Lists = Leverage: Listen, Engage, Promote ● Hedge Funds & Strategies ● Private Equity ● Real Assets ● Venture Capital ● Liquid Alts ● Fintech & Cryptocurrency ● REITs ● High Yield & Distressed Debt TWITTER LIST: A curated group of Twitter accounts. Viewing a list timeline will show you a stream of Tweets from only the accounts on that list.
  25. 25. Not Just Talking About Twitter
  26. 26. Walsh Trading CTA Case Study: 28 Day Findings
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 1,492 Average Impressions Per Post As of 3/26/16 #globalmacro Top News Story
  32. 32. 1,153 Average Impressions Per Post As of 3/26/16 #managedfutures Top News Story
  33. 33. 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
  34. 34. 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
  35. 35. 870 Average Impressions Per Post As of 3/26/16 $GLD Top News Story
  36. 36. 2,766 Average Impressions Per Post As of 3/26/16 #basemetals
  37. 37. Twitter Hashtag Ownership
  38. 38. Twitter Engagement ● Getting noticed by influencers in our niche
  39. 39. Twitter Engagement 1 2 3 Engagement Furthering the Conversation Boosting Impressions
  40. 40. Top Mentions
  41. 41. 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
  42. 42. ProducersTop Followers
  43. 43. 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
  44. 44. Twitter Posts & Impressions
  45. 45. 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
  46. 46. Impression-Building Posts Top Posts
  47. 47. Subscription-Based Posts Top Posts
  48. 48. 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
  49. 49. 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
  50. 50. LinkedIn Followers & Posts
  51. 51. LinkedIn Posts, Impressions, & Engagement ❏ 254 posts ❏ 33,079 impressions ❏ 130 impressions/post ❏ 2 engagements/post LinkedIn Post Activity: 3/2/16 - 3/26/16
  52. 52. Top Performing LinkedIn Posts
  53. 53. 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)
  54. 54. 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
  55. 55. WalshTrading.com Analytics
  56. 56. 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.
  57. 57. 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%
  58. 58. 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%
  59. 59. 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
  60. 60. 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
  61. 61. 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.”

×