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represent the views of Charles Schwab & Co., (“Schwab”). Third party speakers are not affiliated with
Schwab. ©Charles Schwab & Co., Inc. Member SIPC.
Using the Web to Deepen and Expand
Relationships
Workshop Presentation
John Stone
Founder and President
Revenue Architects
Agenda
Your Web Presence
Is this
relevant to you?
What are potential
strategies?
What should
you do?
Approach
Discussion
• Value of Web Presence
• Relationship Life Cycle
• Potential Strategies
• Planning considerations
Workbook
• Ambition
• Stage Maturity
• Key Strategies
• Prioritization
Agenda
Your Web Presence
Is this relevant to
you?
What are potential
strategies?
What should
you do?
The impact of deepening relationships
The Customer Lifetime Value tool from the Harvard
Business School helps reinforce the importance of
long term relationships to profitability:
Source: http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html
Web presence plays an important role
Source: www.banktech.com/blog/archives/2010/08/how_to_make_you.html
More than one-half of financial services product
searches in the United States begin online, according to
Accenture research, and that figure is likely to increase.
Indeed, customers rank the online channel as the single
most important way of interacting with their banks.
““
The demographics are right
 77% usage in the USA in 2010 (vs. 44% in 2000)
 In the U.S., 62% of internet users are 25 or older
• 25-34 years – 12%
• 35-49 years – 27%
• 55+ – 23%
 Household income
• $30-49K – 80% are online
• $50-79K – 91% are online
• $75K+ – 97% are online
source: internetworldstats.com and itfacts.biz
Your clients are using the web…
Aware Interest Evaluate Engage Advocate
Search
Social Nets
Media
Blogs
Register
Download
View
Personalize
Research
Meet
Compare
Transition
Access
Transact
Research
Recommend
Share
Learning, evaluating, comparing, recommending…
We self-sell, self-service and expect a good experience.
Relationship Life Cycle
Advisors are responding
Aware Interest Evaluate Engage Advocate
Brand
Content
SEO
Social Media
Blog
PR
Services
Articles
Videos
eMail
Events
Profiles
Personalize
Tools
Feeds
Forms
File Share
Service
Updates
Reporting
Influencers
Recommend
Request
Web 2.0
Leaders build strong presence as part of their
relationship strategy.
Attracting, nurturing, growing relationships…
Relationship Life Cycle
But many are just getting started…
 No unified identity
 Disconnected branding:
“advisorname@yahoo.com”
 Boilerplate messaging
 Lack of original or dynamic content
 Antiquated web site design
 No social media presence (outposts)
 Limited website services
Advisors are not convinced about social media
 42% of the RIAs make some use of LinkedIn.
 45% of RIAs use Facebook, but only 6% of them
say they use it for professional use, compared to
39% who use it only personally.
 Twitter gets no respect with 3% saying they use it
professionally and 7% saying they use it only
personally.
 14% of RIAs saying that they keep a public journal
or Blog. This includes 8% who only blog
professionally and 2% who consider their blogging
efforts both a personal and professional endeavor.
Reference: Study conducted by Koski Research published July 2010 by Schwab Advisor Services. http://www.riabiz.com/a/2042013
Regulations further constrain adoption
 FINRA Regulatory Notice 10‐06
 NASD 2210 (public
communications)
 NASD 2310 (suitability)
 NASD 3010 (supervision)
 NASD 3110 (books & records)
 SEC Rule 17a‐3 & 17a‐4 (record
retention)
 Rule 206(4)‐1 (advertising &
testimonials)
 Rule 204‐2 (books & records,
record retention)
But small improvements can have a big impact
Stage Today Year
5%
Improvement Change
Aware 500 525 25.0
Interest 15% 75 82.7 7.7
Evaluating 50% 37.5 43.4 5.9
Client 40% 15 18.2 3.2
Advocate 25% 3.75 4.8 1
Factor Change AUM/ Per Fees Impact
Base 23 1.5M 345k
New 4 $1,500,000 1% $60,000
20%
Plus lifetime value
Example: 5% improvement at each stage delivers a 20%
fee increase in 1 year.
What is appropriate web presence?
?
?
What is appropriate web presence?
Ramp up Innovation
Focus Balance
Our firm is digital
Ourclientsaredigital
Low
High
High
Agenda
Your Web Presence
Is this relevant to you?
What are potential
strategies?
What should
you do?
Web presence and the relationship life cycle
Aware Interest Evaluate Engage Advocate
What strategies should we consider?
1. Explore each stage
2. Assess current capabilities
3. Identify potential opportunities.
Relationship Life Cycle
Awareness Stage
 Search Visibility
 Distinctive Value Proposition
 Digital PR
 Dynamic Publishing
 Social Outposts
Aware Interest Evaluate Engage Advocate
Shift the mix from “outbound” to “inbound”
marketing.
Search Visibility
Search Visibility: Organic Results
 Smarter people
 Longer lasting
 More traffic
 Free
Organic Results
75% Clicks
Organic results are best:
Search Visibility: Strategies
 On-page (25%)
• Page titles, Tags
• Meta Data
• Keywords
 Off-Page (75%)
• Inbound links
• Content
• Publications
• Digital Footprint
On and off-page strategies:
Search Visibility: Directories
 Use free services like Google Places
Get found with Geo-listings:
Distinctive Value Proposition
An effective web presence begins with strong positioning.
“Financial Advisor”
“Boston wealth management
and retirement planning”
Popularity
Higher Probability of Conversion
Lower Probability of Conversion
Low
Cost
High
Cost
Searches/SiteVisitors
Define your elevator pitch, value proposition and
messaging. Here is a way:
Distinctive Value Proposition
Situation
Complication
Question
Answer
FiduciaryIndependence
Comprehensive
knowledge base
S
Q
C
A
Wealth preservation is more complicated with new
and emerging tax laws and investment vehicles.
Many investors are uncertain about college
savings and retirement.
How do we help?
Comprehensive planning and wealth
management.
Digital PR
 Use press releases for
more than news
 Become an obvious expert
 Use a “SEO ready” wire
service
 Optimize news content and
facilitate media discovery
 Use landing pages for click
throughs
Photo: http://www.toprankblog.com/2009/03/using-news-to-drive-seo/
Photo: http://www.toprankblog.com/2009/03/using-news-to-drive-seo/
Dynamic Publishing
 Long-tail positions
 More dynamic website
 RSS protocol for articles
 Build content velocity on
the social web.
Blogs work:
Dynamic Publishing
Syndicate on affiliate networks
Other
Outposts
Social Outposts
Social media is not just personal… and not just
for kids…It is an interconnected web.
Social Outposts: Facebook
 Personal Profiles
 Share Content
 Build Relationships
 Establish Business
Page
 Join Groups
 Publicize Events
 Build Exposure/
Awareness
Social Outposts: LinkedIn
 Establish Strong Profile
 Syndicate Status Updates
 Share Content
 Network with Connections
 Get Introduced
 Participate in Groups
 Gain Client Intelligence
 Build Exposure/
Awareness
Social Outposts: Twitter
Practicing my Ten Simple Truths About Money talk, it's
sounding pretty good. 6/11 Commonwealth Club debut
coming up! http://tr.im/mQdG -@curtisfinancial
Working on show prep for tomorrow's "Investing for the
Long Run" at noon on WMEL-1300am.Listen live at
http://tinyurl.com/nv9vq4 -@bobrall
June edition of My Two Cents (my video blog) now on my
website - http://bit.ly/yLR2B -@brianplain
Blog Tips for Financial Planners and Professionals
http://ow.ly/cBaW -@russthornton
33
Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage
Interest Stage
Aware Interest Evaluate Engage Advocate
 Brand Presence
 Content Marketing
 Integrated Campaigns
 Virtual Events
 Relationship Intelligence
We want to generate interest, nurture relationships and
qualify opportunities.
Brand Presence
 Enduring and extensible
band name
 Professional, creative,
visual design
 Consistent across social
outposts
 User-centered design
and functionality
Brand Presence: Website example
Imagery sends
message
Intent-based navigation
Promotional elements
for key content/ events.
Naming and
brand mark
Secure
access
Resources Conversion
Brand Presence: Which Outposts?
?
?
Content Marketing
 Articles, video, blogs, white papers, webcasts…
 Understand what your clients want, and deliver it in
a compelling way:
 Drive search visibility and engagement…
 Relevant
 Modular
 Authentic
 Entertaining
 Sharable
 Visible
 Accessible
 Stylized
 Optimized
 Managed
Content Marketing: Video
 Adapted to rapidly integrate complex visual stimuli
 Immense portion of our brain power dedicated to
processing moving visual images
 Face recognition engine
“The brain is built for video.”
“71% of the US online audience watches video on the
Internet, and the number of streams consumed
should more than double by 2013.”
Content Marketing: Video
Imbedded
YouTube video
Videos | resources | http://www.acrinv.com/resources/video | Screen clipping
YouTube
Channel
Integrated Campaigns
 Collaborate with COIs
 Align with value
proposition
 Cross-promote on
social networking sites,
PR
 Collect registration data
and profile information
 Educate and nurture
prospective clients
Virtual Events
 Collaborate with
COIs
 Build credibility
 Collect registration
data and profile
information
 Cross-promote on
social networking
sites, PR
Relationship Intelligence
 Quick access
to social
profiles and
published
content
 Gain
intelligence
 Build
relationships
Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage
Evaluate Stage
 Personalized Marketing
 Website Tools and Services
 Secure Collaboration
Aware Interest Evaluate Engage Advocate
Build personal relationships, cross-sell new
products and facilitate on-boarding of new accounts.
Personalized Marketing
 Closed-loop marketing
 The right message to the
right people
 Nurture programs
 New business and “stay
in touch” campaigns
 Progressive profiling
 Scoring – behavior and
demographics
Image Source: http://www.crmtechnologies.com/closed-loop-marketing.asp
Website Tools and Services
 Interactive forms
 Financial Tools / Calculators
 Dynamic presentations
 Web 2.0
 Blog
 Web Conferencing
 Event Calendars
 Document Resources
 News Releases
Secure Collaboration
 Paperless Office
 Secure, private site
access to secure shared
folders and files
 Manage & view
documents and media in
one place
 Easy to use interface
 Saas vs Platform
Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage
Engage Stage
 Online Meetings
 Portfolio Reporting
 Newsletters
 Foundation Technology
Aware Interest Evaluate Engage Advocate
Satisfy clients for long-term retention and referral
potential.
Alex
Financial Advisor
Tim
Client
Jane
Tim’s Wife
Online Meetings
 Increase frequency and
flexibility with 1:1 online
meetings
 Features to Consider:
o Browser plug-ins
o Audience size
o Live vs. Recorded
Webcast
o Bandwidth
o Audio Mode
Portfolio reporting
 Better solutions bring your client to your website
continuously – providing an opportunity to both
deepen the relationship and introduce new offers.
• Account aggregation
• Web-based portfolio management
• Quarterly reporting
• Online account holder access
• Daily reconciliation
• Billing
• Business intelligence
Newsletters
 Stay in front of your clients more
often
 Support your nurture campaigns
 Deliver content value & promote
events
 Ensure consistent branding and use
text & HTML
 Integrate your blog posts
 Use the right distribution service
Foundation Technology
 Content Management
 SaaS or Platform
 Templates and Designs
 Widgets and Web 2.0 Integration
 Secure Private Site Access
 SEO features
 eMail domain services
 Analytics
Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage
Advocate Stage
 Social Outpost Sharing
 Website Content Sharing
Aware Interest Evaluate Engage Advocate
Help clients help you with referrals and introductions.
Social Outpost Sharing
Facebook fan sharing/ cross-promote
Twitter & Outpost
ReTweeting
(make it easier for me)
Web 2.0 Syndication
 Web 2.0 Widgets
 Social Syndication
 Newsletter
 Website referral engine
 Marketing Emails
 Email signature
Web 2.0 Syndication: Velocity
From websites to web presence
20M month 400M Users
30M per month
50M month
Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage
Workshop Agenda
Your Web Presence
Is this relevant to you?
What are potential
strategies?
What should
you do?
Armed with your self assessments, you can now begin
crafting a personalized blueprint.
Building a Web Presence Blueprint
Key
Initiatives
Must,
Should,
Could
When?
Consider key dimensions
Consider dimensions and success factors
Aware Interest Evaluate Engage Advocate
Client Strategy?
Content & Messaging?
Skills & Organization?
Technology?
Processes?
Metrics & Measures?
Resources
 Planning Web Presence Blueprint: Workbook
• Workbook available for download on
www.revenuearchitects.com/tools
 Additional Reading
• Blogroll weblinks & resources on
www.revenuearchitects.com
• http://www.readwriteweb.com/archives/top_10_youtube_v
ideos_about_internet_of_things.php
• http://www.marketingprofs.com/
Thank You
John C. Stone III
Revenue Architects
(617) 686 7305
jcstone@revenuearchitects.com
www.revenuearchitects.com
@jcstone3 on Twitter
References & Image Sources
 http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html
 http://www.banktech.com/blog/archives/2010/08/how_to_make_you.html
 http://www.ijsolutions.ca/naissance/index.html
 http://www.univeris.com/thenews.asp?active_page_id=238&active_page_menu_id=58&page_link=thenews.as
p
 http://www.toprankblog.com/2009/03/using-news-to-drive-seo/
 http://www.consumerinjurylawyers.com/dangerous-product-alerts/peanut-butter-recall/index.html
 Image Source: http://www.crmtechnologies.com/closed-loop-marketing.asp
 77%: internetworldstats.com
 Age: http://www.itfacts.biz/us-internet-user-profile-by-demographics/11234
 Income: http://www.itfacts.biz/us-internet-penetration-by-demographic-profile/10538
 Videos | resources | http://www.acrinv.com/resources/video | Screen clipping

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Imp 2010 jcs session final 10_23_10

  • 1. The views of third-party speakers and their materials distributed are their own and do not necessarily represent the views of Charles Schwab & Co., (“Schwab”). Third party speakers are not affiliated with Schwab. ©Charles Schwab & Co., Inc. Member SIPC. Using the Web to Deepen and Expand Relationships Workshop Presentation John Stone Founder and President Revenue Architects
  • 2. Agenda Your Web Presence Is this relevant to you? What are potential strategies? What should you do?
  • 3. Approach Discussion • Value of Web Presence • Relationship Life Cycle • Potential Strategies • Planning considerations Workbook • Ambition • Stage Maturity • Key Strategies • Prioritization
  • 4. Agenda Your Web Presence Is this relevant to you? What are potential strategies? What should you do?
  • 5. The impact of deepening relationships The Customer Lifetime Value tool from the Harvard Business School helps reinforce the importance of long term relationships to profitability: Source: http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html
  • 6. Web presence plays an important role Source: www.banktech.com/blog/archives/2010/08/how_to_make_you.html More than one-half of financial services product searches in the United States begin online, according to Accenture research, and that figure is likely to increase. Indeed, customers rank the online channel as the single most important way of interacting with their banks. ““
  • 7. The demographics are right  77% usage in the USA in 2010 (vs. 44% in 2000)  In the U.S., 62% of internet users are 25 or older • 25-34 years – 12% • 35-49 years – 27% • 55+ – 23%  Household income • $30-49K – 80% are online • $50-79K – 91% are online • $75K+ – 97% are online source: internetworldstats.com and itfacts.biz
  • 8. Your clients are using the web… Aware Interest Evaluate Engage Advocate Search Social Nets Media Blogs Register Download View Personalize Research Meet Compare Transition Access Transact Research Recommend Share Learning, evaluating, comparing, recommending… We self-sell, self-service and expect a good experience. Relationship Life Cycle
  • 9. Advisors are responding Aware Interest Evaluate Engage Advocate Brand Content SEO Social Media Blog PR Services Articles Videos eMail Events Profiles Personalize Tools Feeds Forms File Share Service Updates Reporting Influencers Recommend Request Web 2.0 Leaders build strong presence as part of their relationship strategy. Attracting, nurturing, growing relationships… Relationship Life Cycle
  • 10. But many are just getting started…  No unified identity  Disconnected branding: “advisorname@yahoo.com”  Boilerplate messaging  Lack of original or dynamic content  Antiquated web site design  No social media presence (outposts)  Limited website services
  • 11. Advisors are not convinced about social media  42% of the RIAs make some use of LinkedIn.  45% of RIAs use Facebook, but only 6% of them say they use it for professional use, compared to 39% who use it only personally.  Twitter gets no respect with 3% saying they use it professionally and 7% saying they use it only personally.  14% of RIAs saying that they keep a public journal or Blog. This includes 8% who only blog professionally and 2% who consider their blogging efforts both a personal and professional endeavor. Reference: Study conducted by Koski Research published July 2010 by Schwab Advisor Services. http://www.riabiz.com/a/2042013
  • 12. Regulations further constrain adoption  FINRA Regulatory Notice 10‐06  NASD 2210 (public communications)  NASD 2310 (suitability)  NASD 3010 (supervision)  NASD 3110 (books & records)  SEC Rule 17a‐3 & 17a‐4 (record retention)  Rule 206(4)‐1 (advertising & testimonials)  Rule 204‐2 (books & records, record retention)
  • 13. But small improvements can have a big impact Stage Today Year 5% Improvement Change Aware 500 525 25.0 Interest 15% 75 82.7 7.7 Evaluating 50% 37.5 43.4 5.9 Client 40% 15 18.2 3.2 Advocate 25% 3.75 4.8 1 Factor Change AUM/ Per Fees Impact Base 23 1.5M 345k New 4 $1,500,000 1% $60,000 20% Plus lifetime value Example: 5% improvement at each stage delivers a 20% fee increase in 1 year.
  • 14. What is appropriate web presence? ? ?
  • 15. What is appropriate web presence? Ramp up Innovation Focus Balance Our firm is digital Ourclientsaredigital Low High High
  • 16. Agenda Your Web Presence Is this relevant to you? What are potential strategies? What should you do?
  • 17. Web presence and the relationship life cycle Aware Interest Evaluate Engage Advocate What strategies should we consider? 1. Explore each stage 2. Assess current capabilities 3. Identify potential opportunities. Relationship Life Cycle
  • 18. Awareness Stage  Search Visibility  Distinctive Value Proposition  Digital PR  Dynamic Publishing  Social Outposts Aware Interest Evaluate Engage Advocate Shift the mix from “outbound” to “inbound” marketing.
  • 20. Search Visibility: Organic Results  Smarter people  Longer lasting  More traffic  Free Organic Results 75% Clicks Organic results are best:
  • 21. Search Visibility: Strategies  On-page (25%) • Page titles, Tags • Meta Data • Keywords  Off-Page (75%) • Inbound links • Content • Publications • Digital Footprint On and off-page strategies:
  • 22. Search Visibility: Directories  Use free services like Google Places Get found with Geo-listings:
  • 23. Distinctive Value Proposition An effective web presence begins with strong positioning. “Financial Advisor” “Boston wealth management and retirement planning” Popularity Higher Probability of Conversion Lower Probability of Conversion Low Cost High Cost Searches/SiteVisitors
  • 24. Define your elevator pitch, value proposition and messaging. Here is a way: Distinctive Value Proposition Situation Complication Question Answer FiduciaryIndependence Comprehensive knowledge base S Q C A Wealth preservation is more complicated with new and emerging tax laws and investment vehicles. Many investors are uncertain about college savings and retirement. How do we help? Comprehensive planning and wealth management.
  • 25. Digital PR  Use press releases for more than news  Become an obvious expert  Use a “SEO ready” wire service  Optimize news content and facilitate media discovery  Use landing pages for click throughs Photo: http://www.toprankblog.com/2009/03/using-news-to-drive-seo/ Photo: http://www.toprankblog.com/2009/03/using-news-to-drive-seo/
  • 26. Dynamic Publishing  Long-tail positions  More dynamic website  RSS protocol for articles  Build content velocity on the social web. Blogs work:
  • 27. Dynamic Publishing Syndicate on affiliate networks Other Outposts
  • 28. Social Outposts Social media is not just personal… and not just for kids…It is an interconnected web.
  • 29. Social Outposts: Facebook  Personal Profiles  Share Content  Build Relationships  Establish Business Page  Join Groups  Publicize Events  Build Exposure/ Awareness
  • 30. Social Outposts: LinkedIn  Establish Strong Profile  Syndicate Status Updates  Share Content  Network with Connections  Get Introduced  Participate in Groups  Gain Client Intelligence  Build Exposure/ Awareness
  • 31. Social Outposts: Twitter Practicing my Ten Simple Truths About Money talk, it's sounding pretty good. 6/11 Commonwealth Club debut coming up! http://tr.im/mQdG -@curtisfinancial Working on show prep for tomorrow's "Investing for the Long Run" at noon on WMEL-1300am.Listen live at http://tinyurl.com/nv9vq4 -@bobrall June edition of My Two Cents (my video blog) now on my website - http://bit.ly/yLR2B -@brianplain Blog Tips for Financial Planners and Professionals http://ow.ly/cBaW -@russthornton 33
  • 32. Exercise: Self Assessment  Consider each capability statement  Score how well you are performing. Aware Stage
  • 33. Interest Stage Aware Interest Evaluate Engage Advocate  Brand Presence  Content Marketing  Integrated Campaigns  Virtual Events  Relationship Intelligence We want to generate interest, nurture relationships and qualify opportunities.
  • 34. Brand Presence  Enduring and extensible band name  Professional, creative, visual design  Consistent across social outposts  User-centered design and functionality
  • 35. Brand Presence: Website example Imagery sends message Intent-based navigation Promotional elements for key content/ events. Naming and brand mark Secure access Resources Conversion
  • 36. Brand Presence: Which Outposts? ? ?
  • 37. Content Marketing  Articles, video, blogs, white papers, webcasts…  Understand what your clients want, and deliver it in a compelling way:  Drive search visibility and engagement…  Relevant  Modular  Authentic  Entertaining  Sharable  Visible  Accessible  Stylized  Optimized  Managed
  • 38. Content Marketing: Video  Adapted to rapidly integrate complex visual stimuli  Immense portion of our brain power dedicated to processing moving visual images  Face recognition engine “The brain is built for video.” “71% of the US online audience watches video on the Internet, and the number of streams consumed should more than double by 2013.”
  • 39. Content Marketing: Video Imbedded YouTube video Videos | resources | http://www.acrinv.com/resources/video | Screen clipping YouTube Channel
  • 40. Integrated Campaigns  Collaborate with COIs  Align with value proposition  Cross-promote on social networking sites, PR  Collect registration data and profile information  Educate and nurture prospective clients
  • 41. Virtual Events  Collaborate with COIs  Build credibility  Collect registration data and profile information  Cross-promote on social networking sites, PR
  • 42. Relationship Intelligence  Quick access to social profiles and published content  Gain intelligence  Build relationships
  • 43. Exercise: Self Assessment  Consider each capability statement  Score how well you are performing. Aware Stage
  • 44. Evaluate Stage  Personalized Marketing  Website Tools and Services  Secure Collaboration Aware Interest Evaluate Engage Advocate Build personal relationships, cross-sell new products and facilitate on-boarding of new accounts.
  • 45. Personalized Marketing  Closed-loop marketing  The right message to the right people  Nurture programs  New business and “stay in touch” campaigns  Progressive profiling  Scoring – behavior and demographics Image Source: http://www.crmtechnologies.com/closed-loop-marketing.asp
  • 46. Website Tools and Services  Interactive forms  Financial Tools / Calculators  Dynamic presentations  Web 2.0  Blog  Web Conferencing  Event Calendars  Document Resources  News Releases
  • 47. Secure Collaboration  Paperless Office  Secure, private site access to secure shared folders and files  Manage & view documents and media in one place  Easy to use interface  Saas vs Platform
  • 48. Exercise: Self Assessment  Consider each capability statement  Score how well you are performing. Aware Stage
  • 49. Engage Stage  Online Meetings  Portfolio Reporting  Newsletters  Foundation Technology Aware Interest Evaluate Engage Advocate Satisfy clients for long-term retention and referral potential.
  • 50. Alex Financial Advisor Tim Client Jane Tim’s Wife Online Meetings  Increase frequency and flexibility with 1:1 online meetings  Features to Consider: o Browser plug-ins o Audience size o Live vs. Recorded Webcast o Bandwidth o Audio Mode
  • 51. Portfolio reporting  Better solutions bring your client to your website continuously – providing an opportunity to both deepen the relationship and introduce new offers. • Account aggregation • Web-based portfolio management • Quarterly reporting • Online account holder access • Daily reconciliation • Billing • Business intelligence
  • 52. Newsletters  Stay in front of your clients more often  Support your nurture campaigns  Deliver content value & promote events  Ensure consistent branding and use text & HTML  Integrate your blog posts  Use the right distribution service
  • 53. Foundation Technology  Content Management  SaaS or Platform  Templates and Designs  Widgets and Web 2.0 Integration  Secure Private Site Access  SEO features  eMail domain services  Analytics
  • 54. Exercise: Self Assessment  Consider each capability statement  Score how well you are performing. Aware Stage
  • 55. Advocate Stage  Social Outpost Sharing  Website Content Sharing Aware Interest Evaluate Engage Advocate Help clients help you with referrals and introductions.
  • 56. Social Outpost Sharing Facebook fan sharing/ cross-promote Twitter & Outpost ReTweeting (make it easier for me)
  • 57. Web 2.0 Syndication  Web 2.0 Widgets  Social Syndication  Newsletter  Website referral engine  Marketing Emails  Email signature
  • 58. Web 2.0 Syndication: Velocity From websites to web presence 20M month 400M Users 30M per month 50M month
  • 59. Exercise: Self Assessment  Consider each capability statement  Score how well you are performing. Aware Stage
  • 60. Workshop Agenda Your Web Presence Is this relevant to you? What are potential strategies? What should you do?
  • 61. Armed with your self assessments, you can now begin crafting a personalized blueprint. Building a Web Presence Blueprint Key Initiatives Must, Should, Could When?
  • 62. Consider key dimensions Consider dimensions and success factors Aware Interest Evaluate Engage Advocate Client Strategy? Content & Messaging? Skills & Organization? Technology? Processes? Metrics & Measures?
  • 63. Resources  Planning Web Presence Blueprint: Workbook • Workbook available for download on www.revenuearchitects.com/tools  Additional Reading • Blogroll weblinks & resources on www.revenuearchitects.com • http://www.readwriteweb.com/archives/top_10_youtube_v ideos_about_internet_of_things.php • http://www.marketingprofs.com/
  • 64. Thank You John C. Stone III Revenue Architects (617) 686 7305 jcstone@revenuearchitects.com www.revenuearchitects.com @jcstone3 on Twitter
  • 65. References & Image Sources  http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html  http://www.banktech.com/blog/archives/2010/08/how_to_make_you.html  http://www.ijsolutions.ca/naissance/index.html  http://www.univeris.com/thenews.asp?active_page_id=238&active_page_menu_id=58&page_link=thenews.as p  http://www.toprankblog.com/2009/03/using-news-to-drive-seo/  http://www.consumerinjurylawyers.com/dangerous-product-alerts/peanut-butter-recall/index.html  Image Source: http://www.crmtechnologies.com/closed-loop-marketing.asp  77%: internetworldstats.com  Age: http://www.itfacts.biz/us-internet-user-profile-by-demographics/11234  Income: http://www.itfacts.biz/us-internet-penetration-by-demographic-profile/10538  Videos | resources | http://www.acrinv.com/resources/video | Screen clipping

Editor's Notes

  1. WelcomeMy background and perspectiveThe overall goal: Consider strategies for web presence – including both social media and website experience. Capture ideas along the way
  2. How are we going to do this…
  3. ROIRetentionShare of walletLifetime value of clientBuilding relationships across generationsBetter relationships (qualitative)LoyaltyTrustSatisfactionLoyalty StudiesUse an existing study?
  4. More than one-half of financial services product searches in the United States begin online, according to Accenture research, and that figure is likely to increase. Indeed, customers rank the online channel as the single most important way of interacting with their banks.
  5. 77%: internetworldstats.comAge: http://www.itfacts.biz/us-internet-user-profile-by-demographics/11234Income: http://www.itfacts.biz/us-internet-penetration-by-demographic-profile/10538
  6. Introduce the relationship life cycle
  7. ROIRetentionShare of walletLifetime value of clientBuilding relationships across generationsBetter relationships (qualitative)LoyaltyTrustSatisfaction
  8. If effective web presence deepens and extends relationships and is relevant to your firm, what strategies should you consider?By exploring each stage of the relationship life-cycle, we can identify some opportunities.As we review each stage, we can also assess our current maturity levels and potential strategies.
  9. Window to audience intent
  10. Validate with your best clients. They can tell you why they bought from you better than anyone.Use “their language” to craft your value proposition Create content and key messages that resonates with prospects who “look” like your best clients.What types of content do you need to move clients effectively and efficiently through the cycle?Customize the content/message for different types of customers, targets, segments.
  11. www.grader.com/www.ToolsWordVision.comwww.SpyFu.comwww.Compete.comwww.QuantCast.comwww.SEOMajestic.comwww.Raven-SEO-Tools.comwww.Tools.SEOBook.comwww.SEOToolSet.comwww.LinkVendor.comwww.MarketLeap.com
  12. So now instead of a few sources of news we have MILLIONS of independent sources of information50 years ago, corporate image was built on what they showed us on TV, RadioNow you no longer sweep bad press under the rug, your image truly represents your actionsAgain we see the consumer gaining power through Web 2.0The conversation about your brand is taking place in the blogosphere with or without you. Are you participating?
  13. COI networks as well as associations
  14. Twitter has 145 million registered users. Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day. Executives from all Fortune 500 companies are LinkedIn members.People spend over 700 billion minutes per month on Facebook- over 500 millions monthly active users- 50% of active users logging in on any given day with 130 friends on average- more time on the site than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined- 60% users are more likely to recommend a brand after being a fan
  15. - over 500 millions monthly active users- 50% of active users logging in on any given day with 130 friends on average- more time on the site than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined- 60% users are more likely to recommend a brand after being a fan
  16. Optimize the site for major search engines and integrate 2.0 features for social sharingPosition your brand with respect to your desired target market and engage it across your web presenceEngage a creative to design a professional and engaging visual designBuild navigation, ease of use and adherence with accessibility standards into your designUse dynamic content to build credibility and ensure compliance of information offeredDeliver functionality aligned to user needs and a website foundation for content managementProvide facilities for users to transact and take action
  17. Similarly, while not a Social Media Channel specifically, the Event and Webinar continue to be strong solutions for permission “inbound” marketing.Commit to a schedule of webinarsTie this in with your blog and article strategyCapture interest and NurtureGreat opportunity to coordinate with other Advocates and Relationships – Attorneys, CPAs
  18. Facilitate onboarding with online formsMORE EXAMPLES/ CASES
  19. Marketing database that supports personalized communications by industry, company size, role, etc. Database marketing and multi-media to get the right message to the right peoplePersonalized online experiences to nurture prospects with automated, personalized emails Progressive profies based on profiles and behavior...and advance their level of qualification based on scoring and business rules.Qualify - Define qualification thresholds...bridge the gap between marketing and sales by linking prospect data to the pipeline...and deliver the best leads in real-time so sales reps can focus on the greatest revenue potential.Measure - Access customized online reports and dashboards to gain visibility into program performance and the funnel...track program performance and ROI in real time...and gain the insight needed to make quick, informed decisions on the best media, spending allocation and more.Landing page: A page with a specific call to action that a user is driven to via email, search engine, external website or a promotional URL within the site −Has similar branding elements, navigation, and look and feel as the main site −Often features a piece of premium content and registration form Campaign / Entry Page: A page focusing on a content area, with promoting one primary piece of content with several other related / relevant pieces Microsite: A special separate set of web-pages for a specific content area used to support, enhance or supplement the main site. −Often temporary, not perpetual −Used to target new markets or to create focused content for niche audiences PURLs: A personalized page that provides a range of relevant content based on the profile information collected from the visitor (based on what browsed and downloaded before, events they've attended and what they've told us via forms, questionnaires or surveys).
  20. Compliance with regulatory requirements, including those issued by FINRA and SEC, must be considered when exploring any new technology. Most regulatory requirements are put in place to protect investors and keep their confidential information secure. There are also business continuity requirements to ensure client service is not significantly interrupted during emergencies. New technologies must address these issues and allow advisors to enhance their client service while maintaining regulatory compliance.
  21. More engagement/ phone times/ year/ meetings… how to extend..Bigger picture story about stages
  22. Email and Newsletters are still an important channel to stay in front of your audienceExplain features - using email effectively …concepts of text vs. HTML, tracking, using text vs. HTML – we don’t always need graphical emailsConsumers to receive 9,000-plus email marketing messages annually by 2014 Email's overwhelming cost-effectiveness will continue to drive spending Faced with increased clutter, marketers must get serious about relevance - emphasize content value – quality is more important as we are inundatedConversion: Works with Permission marketing – allows your audience to connect back to you based on their preferences
  23. Provide ways to “introduce a friend”
  24. Web Presence – Expanding presence builds your footprint and visibility on the webWe are seeing a shift in strategy from being present in our “website” to being present across the social web. Today, I hope to convince you that an active and effective web presence is essential for deepening relationships and expanding your practice. I also want to suggest that to build an ecosystem effectively, you must be guided by an overall blueprint – we call this a Revenue Architecture.