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Kristi Mitchem, SSgA & Benz Communications Social Media presentation at at Institutional Investor Conference September 2012

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  1. 1. How to social media Institutional Investor September 11, 2012
  2. 2. 29% Don’t readSource: SSgA April 2012 DC Investor Survey
  3. 3. 54% Don’t talkSource: SSgA April 2012 DC Investor Survey
  4. 4. 10%Confident
  5. 5. The action gap EngagedImportant All Not Engaged (4 – 6 tasks)How to select a diverse mix 65% 42% 84%of investmentsHow to adjust my asset 67% 47% 84%allocation depending on myinvestment timelineHow to determine how 78% 64% 89%much I will need to save tohave a secure retirementHow to make my retirement 82% 66% 94%savings last a lifetime
  6. 6. The action gap EngagedKnowledgeable All Not Engaged (4-6 tasks)How to select a diverse 33% 15% 52%mix of investmentsHow to adjust my asset 30% 17% 49%allocation depending onmy investment timelineHow to determine how 33% 18% 45%much I will need to saveto have a secureretirementHow to make my 28% 18% 40%retirement savings last alifetime
  7. 7. Participant perspective “I don’t understand if the options available to me are really good investments, and I have no idea what they consist of. I don’t know what the S&P 500 is. I don’t have a sense of whether I’ve allocated my investments the right way or how I should diversify.” Melisa, a 27-year-old engineer who saves 6% of her gross salary in her DC plan per year
  8. 8. 100% 80% 60% 40% 20% 0% They want simple information and tools 100% 80% 60% 40% 20% 0%How helpful would each of the following be in encouraging you to 100% 80% 60% 40% 20% 0%save and invest for retirement? 100% 80% 60% 40% 20% 0% Having small steps that are easy to accomplish Giving me a computer tool that will guide me through the choices Showing me how people like me are successful with savings and investmentsSource: SSgA 2011 DC Investor Survey
  9. 9. Plan sponsors’ biggest challenges
  10. 10. But effort doesn’t match the need:Frequency of communication
  11. 11. Few use the tools that make year-round communication possible Only 38% give employees access to their benefits info on a site outside the firewall
  12. 12. Few using social, interactiveWhich interactive tools do you use?
  13. 13. Mobile adoption nonexistentWhat mobile tools do you use?
  14. 14. What can we learn from Mad Men?•  Know your objective•  Know your audience•  Keep it simple•  Reach and repeat
  15. 15. Know your objective
  16. 16. Know your objective
  17. 17. Know your objective
  18. 18. Know your audience IF MARIE CURIE CRACKED RADIOACTIVITY IN HER TWENTIES SURELY YOU CAN CRACK RETIREMENT IN YOURS. YOU KNOW Even if you’re just starting out, a Target is on greater risk and potential to grow (more WHERE YOU WERE. Retirement Fund can keep up with you. It’s stocks), while later in your career your portfolio a single diversified investment fund that becomes more conservative (more bonds). automatically adjusts the mix of stocks and Retirement may be years away, but starting bonds over time. In your twenties, the emphasis early makes a big impact. Get cracking now. Do you know where you’re going? As a Boomer, you know that retirement is just around the corner. Is your portfolio balanced to meet your needs now and through retirement? A Target Retirement Fund will automatically adjust the mix of stocks and bonds to align with your goals and your retirement timing. It’s a simple way to get where you want to go. IT’S ABOUT TIME LEARN MORE BY GOING TO BENEFITS.COM OR CALL 888-BEN-EFIT. LEARN MORE BY GOING TO BENEFITS.COM OR CALL 888-BEN-EFIT. IT’S ABOUT TIME This communication material is in draft form and is being provided to you only as a working document. It should be reviewed by your own legal and compliance advisors to ensure you are meeting any fiduciary obligations prior to any further distribution. This communication material is in draft form and is being provided to you only as a working document. It should be reviewed by your own legal and compliance advisors to ensure you are meeting any fiduciary obligations prior to any further distribution.
  19. 19. Know your audience
  20. 20. Keep it simple: videos
  21. 21. Keep it simple: videos
  22. 22. Keep it simple: targeted content
  23. 23. Reach and repeat: integratingcommunication & reaching families
  24. 24. Reach and repeat
  25. 25. Reach and repeat
  26. 26. Year-round communication makes adifference Of the companies that communicate year-round, 84% met all or nearly all their goals
  27. 27. Social media concerns•  Keeping up with content•  Privacy and sharing of personal information•  Monitoring employee/family posts•  Explaining it to executive management
  28. 28. Use social media for broad education and reminders Example tweets No-go tweets@YourCompanyHere: Start early and @YourCompanyHere: Invest in the targetretire sooner. Learn more about the date fund and never think aboutbenefits of starting young. retirement again.@YourCompanyHere: Thinking taxes? @YourCompanyHere: Get stable with aConsider a Roth 401(k) if you want to pay stable value fund.taxes now rather than later. @Your CompanyHere: @JaneSmith@benefitstip: Financial health leads to Invest in TIPS for inflation protection.physical and emotional health. –
  29. 29. Q&
  30. 30. DisclosureThe views expressed in this material are the views of SSgA Defined Contribution through the period ended September 11,2012, and are subject to change based on market and other conditions. This document contains certain statements thatmay be deemed forward-looking statements. Please note that any such statements are not guarantees of any futureperformance and actual results or developments may differ materially from those projected.All material has been obtained from sources believed to be reliable. There is no representation or warranty as to theaccuracy of the information and State Street shall have no liability for decisions based on such information.Any participant communication samples in this material should be considered to be in draft form and is being provided toyou only as a working document and should not be considered investment advice. It should be reviewed by your own legaland compliance advisors to ensure you are meeting any fiduciary obligations prior to any further distribution to participants.Investing involves risk, including the risk of loss of principal.Diversification does not ensure a profit or guarantee against loss.Risk associated with equity investing includes stock values, which may fluctuate in response to the activities of individualcompanies and general market and economic conditions. Although bonds generally present less short-term risk andvolatility risk than stocks, bonds contain interest rate risks, the risk of issuer default, issuer credit risk, liquidity risk andinflation risk. Increases in real interest rates can cause the price of inflation-protected debt securities to decrease.Generally, among asset classes, stocks are more volatile than bonds or short-term instruments. Government bonds andcorporate bonds have more moderate short-term price fluctuations than stocks, but provide lower potential long-termreturns.Lower-quality debt securities involve greater risk of default or price changes due to potential changes in the credit quality ofthe issuer.Asset allocation is a method of diversification which positions assets among major investment categories. Asset allocationmay be used in an effort to manage risk and enhance returns. It does not, however, guarantee a profit or protect againstloss.SSgA DC-0452