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How Social Media Marketing Grows Assets


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How social media marketing grows assets

Social media marketing is still fairly untested in the financial services world. October’s FRC Monitor noted, for example, that “… the asset management industry has been slow to use the technology effectively.”

That’s why we were very pleased when a Registered Investment Advisor asked us to develop and conduct a social media effort for his business. The project gave us a chance to see firsthand what you can do with these new “freeware”-type tools. We think the following illustration offers a compact example for how advisors and money managers can raise assets by engaging their clients in the more informal, conversational ways provided by social media.

Social media marketing uses social networks, online communities or blogs for marketing, sales and public relations purposes. Our client, Charles “Chuck” Steege, CFP,® asked us to build a three-part webinar program, Uncovering The Fortune That Lies Hidden In Executive Compensation, and conduct the program through the summers dog days.

The full story on this cost-effective success is here.


Published in: Economy & Finance, Business
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How Social Media Marketing Grows Assets

  1. 1. How social media marketing grows assets <ul><li>A case study </li></ul><ul><li>D. Bruce Johnston, Paula R. David and John Drachman </li></ul><ul><li>10.30.09 </li></ul>
  2. 2. <ul><li>Establish thought leadership </li></ul><ul><li>Expand presence </li></ul><ul><li>Measure results </li></ul>The marketing challenge for advisors
  3. 3. Establish thought leadership <ul><li>RIA wished to become the recognized authority or subject matter expert </li></ul><ul><li>Needed to define problem in terms RIA could resolved </li></ul><ul><li>Showed how RIA’s expertise led to client solutions </li></ul>
  4. 4. 1 RIA + 1 estate attorney = 1 thought leadership effort <ul><li>Charles “Chuck” Steege, CFP ® Executive Financial Coach, President SFG Wealth Planning Services, Inc. </li></ul><ul><li>Enlisted the nearby support of a leading tax attorney to develop a team presentation </li></ul><ul><li>The effort: Conduct three timely executive compensation topics as webinars during the dog days of summer. </li></ul><ul><ul><li>Save on taxes (especially with the AMT refundable credit ) </li></ul></ul><ul><ul><li>Sound planning and stock options </li></ul></ul><ul><ul><li>Passing on your legacy . Plus: An advanced look at the 2010 IRA to Roth conversion opportunity </li></ul></ul>
  5. 5. The goals <ul><li>Engage HNW only Seek select 10-15 clients with a minimum of $1 million in investable assets </li></ul><ul><li>Business development Most importantly, attract new clients and fees </li></ul><ul><li>Center of influence Employ a COI strategy to leverage expertise in new ways </li></ul><ul><li>Experiment with social media We showed them how to combine webcasts, e-mail, public relations and blogging in one low-cost, legally compliant package to: </li></ul><ul><ul><li>Establish thought leadership </li></ul></ul><ul><ul><li>Expand presence </li></ul></ul><ul><ul><li>Measure results </li></ul></ul>
  6. 6. Expand presence <ul><li>Three webinars on subject of executive compensation. </li></ul><ul><li>Webcast service links with press release, emails and blog </li></ul><ul><li>Webcast analytics provide attendance numbers, capture key contact information </li></ul>1. <ul><li>One interactive press release </li></ul><ul><li>Press release reaches 1000s of interactive business publications and blogs </li></ul><ul><li>Drive readers to contact capture in 1. above </li></ul>2.
  7. 7. Expand presence <ul><li>Two sets of three e-mails linked to webinars, interview, select blog postings </li></ul><ul><li>Emails link to urls, webcast service </li></ul><ul><li>Drive to contact capture </li></ul>3. <ul><li>Interview with blogger sets keywords and concepts to be aggregated by other blogs, media outlets </li></ul><ul><li>Targeted blogging plays to aggregators, helps catalyze messaging </li></ul><ul><li>Drive to contact capture </li></ul>4. <ul><li>Google page 1 dominance for keywords </li></ul><ul><li>Aggregators absorb content, key words from press release, blogging activity </li></ul><ul><li>Result: Firm engages and attracts new AUM </li></ul>5.
  8. 8. Google page1 dominance for key words I must find out more about the refundable AMT credit buried in last year’s stimulus bill.
  9. 9. Smart Money, Dow Jones, Reuters , BusinessWeek
  10. 10. Here come the aggregators: Goliath , Financial Content
  11. 11. ADN, Germany’s TradingHouse , India’s Newstin Also: AlphaTrade Finance , Web 2.0 Journal and more
  12. 12. Measure the results 24 9 3 12 Attendees Webinar 1 Webinar 2 Webinar 3 Total Registered 16 17 11 44 Prospects 12 12 9 33 Existing clients 4 3 2 9 Replay viewed 1 1 3 6 Replay downloaded 1 0 1 2
  13. 13. Measure the results <ul><li>Engage HNW only </li></ul><ul><ul><li>Gained new clients </li></ul></ul><ul><ul><li>Expanded relationship with some existing </li></ul></ul><ul><li>Business development </li></ul><ul><ul><li>Netted approximately $40,000 in new and ongoing fees </li></ul></ul><ul><ul><li>Some $4.0 million in new AUM </li></ul></ul><ul><ul><li>Timeframe: Eight weeks </li></ul></ul><ul><ul><li>“ Overall we are very pleased with the results of the Webinar Series and expect 21 of the new prospects to eventually contact SFG for services” Charles “Chuck” Steege, CFP ® SFG Wealth Planning Services, Inc. </li></ul></ul><ul><li>Center of influence The collaboration between Chuck and Phil resulted in new exposure and new business </li></ul><ul><li>Experiment with social media An investment of less than $10,000 in a social media-driven thought leadership effort provided an outstanding short-term return </li></ul>
  14. 14. Authors… <ul><li>D. Bruce Johnston, Institutional Investor Fund Marketer of the Year and social media distribution strategist, brings his C-level expertise to a wide range of companies. As president of DBJ Associates , Bruce spearheads an innovative consulting firm that specializes in assisting companies in taking advantage of the latest in social media and human resources strategies. </li></ul><ul><li>Paula R. David, is the founder and principal of Fort Point Growth Partners, LLC . Paula brings her unique, passionate perspective and hands-on expertise to helping financial advisors grow profitable and sustainable businesses. Her practical, actionable insights into challenges as diverse as client acquisition, business profitability, and strategic growth planning have been cultivated over a 25-year career. </li></ul><ul><li>John Drachman , creative director, project manager and senior writer for The Drachman Group, Inc. has been developing marketing communications programs for advisors, money managers and their service providers for more than 25 years. As a Series 7 Registered Rep, he brings a broad understanding of the strategic challenges RIAs, money managers and their constituencies face to each assignment. </li></ul><ul><li>. </li></ul>