1. Alternative Investment Firm Social Media Strategy

2. Reputation Management,
Content Amplification & Money

3. Benefits of Social Media Engagement
1. Monitor & Leverage Industry News
2. Build Brand Equity & Social Authority
3. Introduce Firm to Potential Investors

4. Reputation Management
“Leveraging social media to listen, amplify,
and direct.

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. 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. 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. 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. 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. 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. 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. Building the
Social Media
Empire

13. Content Amplification

14. Hello, My Name is...
Social Media Activities
Boost Search Engine Performance

15. Become a Trusted Source:
Search Engine Performance is
Critical to Website Success
Website

16. Social Media Traffic Drives Website Visits
BUT, Your Website Drives Conversions
Branding
& Conversion
Messages
Company Website
Contact
Requests
& Subscriptions

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. 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. 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. 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. 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. 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. 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. 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. Not Just Talking About Twitter

26. Walsh Trading CTA
Case Study: 28 Day Findings

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. 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. 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. 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. 1,492
Average
Impressions
Per Post
As of 3/26/16
#globalmacro
Top News Story

32. 1,153
Average
Impressions
Per Post
As of 3/26/16
#managedfutures
Top News Story

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. 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. 870
Average
Impressions
Per Post
As of 3/26/16
$GLD
Top News Story

36. 2,766
Average
Impressions
Per Post
As of 3/26/16
#basemetals

37. Twitter Hashtag Ownership

38. Twitter Engagement
● Getting noticed by
influencers in our
niche

39. Twitter Engagement
1
2
3
Engagement
Furthering the Conversation
Boosting Impressions

40. Top Mentions

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. ProducersTop Followers

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. Twitter Posts & Impressions

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. Impression-Building
Posts
Top Posts

47. Subscription-Based
Posts
Top Posts

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. 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. LinkedIn Followers & Posts

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. Top Performing LinkedIn Posts

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. 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. WalshTrading.com Analytics

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. 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. 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. 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. 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. 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.”