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Social media in a broker dealer environment - BDI 3/19/13 Social & Mobile Financial Services Leadership Forum

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Case Study: Social media in a broker dealer environment
Using social media within the structure of a highly regulated broker dealer environment presents compliance and creative challenges. Starting from a corporate culture that understood and embraced the importance of social media to developing the mission, process, and procedures to meet strict regulatory requirements, Putnam Investments is an example of how social media can be used in the asset management industry.
Presented by: Derek Stern, Assistant Director of Broker Dealer Compliance, Putnam Investments

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Social media in a broker dealer environment - BDI 3/19/13 Social & Mobile Financial Services Leadership Forum

  1. 1. Social Media in a Broker-DealerEnvironmentDerek A. SternAssistant Director of Broker-Dealer CompliancePutnam InvestmentsFor investment professional use only. Not for public distribution.280242 3/13
  2. 2. About Putnam Investments • $133 billion in assets under management* • Mutual funds, 401(k) plans, 529, IRA, institutional, international • Active in social media since 2009 As of 2/28/13. For investment professional use only. Not for public distribution.2 280242 3/13
  3. 3. A culture of innovation For investment professional use only. Not for public distribution.3 280242 3/13
  4. 4. Social media participation: Weighing the risk and reward Risk Reward • Brand • Perception • Regulatory • Reach For investment professional use only. Not for public distribution.4 280242 3/13
  5. 5. The social media sandbox For investment professional use only. Not for public distribution.5 280242 3/13
  6. 6. Broker/dealer oversight For investment professional use only. Not for public distribution.6 280242 3/13
  7. 7. Process: Broker/dealer static content Traffic Compliance database database • Editorial Series 24 • Design • Criteria • Social media • Criteria • Web development • Criteria Compliance database For investment professional use only. Not for public distribution.7 280242 3/13
  8. 8. Enterprise adoption, interactive content, and developments Enterprise adoption • Moving compliant participation from one to many Interactive content • Moderation of selected interactive content related to product • Moderation of selected interactive behavior by lexicon • Post-review process Developments • LinkedIn emerging as important channel • Twitter most effective channel for engagement For investment professional use only. Not for public distribution.8 280242 3/13
  9. 9. Thank you. www.linkedin.com/in/derekstern The views and opinions expressed are those of Derek Stern, are subject to change, and are not meant as investment advice. Consult with your firm’s compliance department and be fully aware of its policies and procedures before you engage in any social media activities. For investment professional use only. Not for public distribution.9 280242 3/13

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