Joyce Sullivan presents Financial Services and Social Media to Edelman NYC

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Financial Services and Social Media presentation to Edelman NYC by Joyce Sullivan, Founder & CEO, SocMediaFin; March 29, 2012

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Joyce Sullivan presents Financial Services and Social Media to Edelman NYC

  1. 1. Exclusive Presentation for: 250 Hudson St – 16th floor (PH) New York, NY USA Thursday, March 29, 2012 2:00-3:00 pm EDT Financial Services and Social Media Created and Presented by: Joyce Sullivan CEO | Founder SocMediaFin.com
  2. 2. Exclusive Presentation for: 250 Hudson St – 16th floor (PH) New York, NY USA Thursday, March 29, 2012 2:00-3:00 pm EDTFinancial Services and Social MediaAGENDA:2:00 – 2:05 overview and introductions2:05 – 2:10 financial services and social media use2:10 – 2:15 industry trends2:15 – 2:25 USA: SEC and FINRA compliance and regulation update UK, Canada: social media regulation and financial services2:25 – 2:30 compliant use of LinkedIn, Facebook, Twitter and more…2:30 – 2:35 who owns social in financial services firms?2:35 – 2:40 what’s next for financial services and social media use2:40 – 2:50 discussion and questions Created and Presented by:Thank you! Joyce Sullivan CEO | Founder SocMediaFin.com
  3. 3. Visit us > SocMediaFin.com 3
  4. 4. Visit us > SocMediaFin.com 4
  5. 5. 5SXSW 2012 Financial S
  6. 6. Social Media Strategy for Financial Services for US Firms Can you use social media in financial services? What are the rules? The Fun stuff: FINRA, SEC and other regulatory guidance Why are some firms using social media and others are not? What can you do to bring Social Media to your organization Next Steps to make it happen @JoyceMS ullivan @SocMedi aFin
  7. 7. US Industry Trends: Shrinking and Growing Industries 2007 - 2 Council of Economic Advisors, February 2012 report 7
  8. 8. US Industry Trends: Shrinking and Growing Industries 2007 - 2 Council of Economic Advisors, February 2012 report 8
  9. 9. Who are you? Social Media Strategy for Financial Services New graduate joining a financial services firm Moving from another industry that used social media extensively Public Relations firm with financial services clients Advertising firm working with financial services External Legal or Compliance firm working with financial services firms Internal Legal or Compliance firm supporting line of business Sales or Marketing department who want to use social media to increase sales Senior Leaders wondering if you should get into social media Your new hires have ideas to grow the business using social media
  10. 10. FINRA Regulatory Notice 10-06In January, 2010, The Financial Industry Regulatory Authority (FINRA)provided its first high level industry guidance for social media activities forinvestment broker dealer firms.10-06 provided no specific rule changes, but offered clarification in a Q & Aformat.Summary Highlights Record Keeping Responsibilities Suitability Responsibilities Types of Interactive Electronic Forums Supervision of Social Media Sites Third Party Posts
  11. 11. @JoyceMS ullivan@SocMedi aFin
  12. 12. FINRA Regulatory Notice 10-06 @JoyceMS ullivan @SocMedi aFin
  13. 13. FINRA Regulatory Notice 11-39In August 2011, The Financial Industry Regulatory Authority (FINRA) providedclarification of 10-06 guidance for social media activities forinvestment broker dealer firms with focus on:- Social media websites- Use of Personal Devices for Business Communications11-39 Summary Highlights Communication content is determinative; not the communication channel A Firm is subject to the “adoption” and “entanglement” theories regardingthird party posts (Retweets, LIKES, of others’ content) Business communications through personal devices must be supervised andrecorded @JoyceMS ullivan @SocMedi aFin
  14. 14. @JoyceMS ullivan@SocMedi aFin
  15. 15. FINRA Regulation 11-39 @JoyceMS ullivan @SocMedi aFin
  16. 16. Securities & Exchange Commission (SEC) National Examination Risk AlertIn January 2012, The SEC issued their observations related to the use ofsocial media by registered investment advisersKey Takeaways: Investment advisers that use or permit the use of socialmedia by their representatives, solicitors and/or third parties shouldconsider periodically evaluating the effectiveness of their complianceprogram as it relates to social media. Factors that might be consideredinclude usage guidelines, content standards, sufficient monitoring,approval of content, training, etc. Particular attention should be paid tothird party content (if permitted) and recordkeeping responsibilities.
  17. 17. SEC Investment Adviser Use of Social Media
  18. 18. Types of Financial AdvisorsRegistered Representatives Investment Advisors(Broker-Dealer)* (Registered Investment Advisor)*Regulated by FINRA and the SEC Regulated by SEC or state regulatorsPaid via commission Paid fee by clientSuitability – recommendation must Fiduciary responsibility – mustbe consistent with best interest of place clients interest above ownclientEthics LegalityTransactions Advice*Dually registered firms must adhere to both SEC and FINRA rules
  19. 19. FINRA Classification of Social Networking ActivitiesIs it…? - Public Appearance - Advertisement - CorrespondenceIt depends… Public Appearances are unscripted participation in an interactive forum such as achat room or online seminar Advertisements are the static written content available for access online. Thisincludes the static content on a blog, FaceBook profile, Twitter profile and LinkedInprofile. Profile includes any background or wall information posted. Correspondence would be email communications that are sent one-on-one throughthe email system of social media sites. The different classifications affect whether or not it requires Registered Principalpre-approval, post-monitoring or possible marketing filings with FINRA.Source: FINRA NTM 10-06 @joycemsullivan
  20. 20. Supervision and Monitoring Firms must establish policies that are reasonably designed to ensure their social mediaactivities do not violate general rules outlined in Regulatory Notice 07-59General Requirements4.Written policy and procedures that are disseminated throughout the firm5.Identify what types of communications require review6.Identify which persons are responsible for supervision. This should include businessemployees because certain functions may be performed by non-compliance employees.7.Outline the method of review8.Frequency of the review9.Documentation that reviews were carried out Conduct compliance training Identify how complaints are handled Identify which employees have access to social media sites via the firm’s network Continually evaluate social media activities for complianceSource: FINRA NTM 07-59 @joycemsullivan
  21. 21. Recordkeeping Requirements What records are required to be kept in social media activities  Static Postings  Discussion threads  Third Party Postings For FINRA member broker dealers:  3 years with the last 2 years in an easily accessible place [FINRA Rule 2210 (b)(2)(A) and 3110] For SEC registered investment advisors:  5 years with the last 2 years in an easily accessible place [SEC Rule 17a-3 and 17a-4 of the ‘34 Act] Regulators do not endorse any particular record keeping technology or vendor, noracknowledges that there are adequate technologies that exist.Source: FINRA NTM 07-59 @joycemsullivan
  22. 22. FINRA Regulatory Notice 10-06 Guidelines for Social NetworksRegulation Social Network and Web 2.0 ImpactSEC Rules 17a-3 and Retain records of communications related to business17a-4 and NASD rule 3110Public Appearances Electronic forums and chat rooms, content posted to social media may constitute a pubic appearancePrior Approvals Wall postings require prior approvalParticipation Real time participation on social networks equals participationFINRA Regulatory Notice For instance, communications between research and investment07-59 banking departments should be restrictedRestrict personnel Only those subject to firm’s supervision should have access, providing training prior to engagement, prohibit or restrict those who pose a compliance risk. Restrict access with technology @joycemsullivan
  23. 23. Possible interpretations for FINRA regulations impact on Social Media Sites: Facebook / LinkedIn / TwitterRule or Notice Summary of rule or notice Facebook LinkedIn Twitter Features Features Features Impacted Impacted ImpactedFINRA Allows for registered representatives to • Profile • Profiles • ProfileRegulatory participate in real-time • Chat • Group discussions • TweetsNotice 10-06 communications, but care still needs to • Compose Message • Share an update • Retweets(Guidance for be given to the content of the message. • Status update • Send a message • Repliessocial media In interactive electronics forums, such • Wall postings • Recommendationsweb sites) as chat rooms, prior approval of • Upload photos • Replies extemporaneous remarks isn’t required • Upload video • LikeFINRA Members should take steps to reduce, • Profile • Profiles • ProfileRegulatory manage, or eliminate potential conflicts • Chat • Group discussions • TweetsNotice 07-59 of interest, to prevent electronic • Compose Message • Share an update • Retweets(Conflicts of communications between certain • Status update • Send a message • RepliesInterest) individuals/groups or monitoring • Wall postings • Recommendations communications as required by FINRA • Upload photos • Replies rules. • Upload video • Like @joycemsullivan
  24. 24. Working with Your Legal and Compliance DepartmentDon’t assume your legal and compliance colleagues.. - “get it” or immediately think it’s a cool idea - understands social media concepts or even likes it - understands your social media business plans - are fully versed in social media regulationsDo: - start with the basics in educating them on social networking sites - provide them with a comfort level with the technology - provide them with articles and research related to social media compliance - inform them what your competitors are doing in this space - invite the tech department to be part of the conversation - propose running a pilot project to test the waters - internal test with other employees (intranet) - external test with selected pilot clients @joycemsullivan
  25. 25. Best PracticesDO3.Discuss macro economic concepts4.Discuss various sectors or industries5.Discuss retirement concepts6.Educate the public on financial markets and products7.Post company non-product or services related announcements8.Post messages that have a broad appeal (i.e. charity events or good will activities)9.Post generic responses to third-party postingsDON’T12.Mention individual stocks or investment names13.Provide investment advice14.Promote your products and services15.Make provocative or promissory statements regarding direction of the markets or price ofcommodities16.No retweets on Twitter17.No ‘Likes’ on Facebook18.No unauthorized employee postings @joycemsullivan
  26. 26. FINRA Advertising Compliance Resource http://www.finra.org/Industry/Issues/Advertising/index.htm Compliance Considerations for Social Networking Sites Webinar - On Demand Implementing Compliance Practices for Social Media - On Demand What to Expect: Filing Communications for FINRA Review - Webcast Guide to the Internet for Registered Representatives Online Advertising Report Advertising Regulation Electronic Files SIPC Information 529 College Savings Plans Member Alerts (2007-2001) Regulatory & Compliance Alert Article Reference Guide Member Update - NASD Review of Hedge Fund Advertising Results in Formal Action Advertising Regulation – Notices by Year 2011-1996 Advertising-Related News Releases by Year 2011-2002 Advertising-Related Interpretive Letters Advertising-Related Investor Alerts @joycemsullivan
  27. 27. Questions ? 27
  28. 28. Thank you! Connect with me!LinkedIn: http://linkedin.com/in/joycemsullivanWebsite: http://socmediafin.comTwitter: http://twitter.com/joycemsullivanGoogle+: Joyce Sullivan on Google PlusFacebook: SocMediaFin, Inc on FacebookCNBC TV:Joyce Sullivan on WSJR with Maria Bartiromo 28
  29. 29. Exclusive Presentation for: 250 Hudson St – 16th floor (PH) New York, NY USA Thursday, March 29, 2012 2:00-3:00 pm EDTFinancial Services and Social MediaAGENDA:2:00 – 2:05 overview and introductions2:05 – 2:10 financial services and social media use2:10 – 2:15 industry trends2:15 – 2:25 USA: SEC and FINRA compliance and regulation update UK, Canada: social media regulation and financial services2:25 – 2:30 compliant use of LinkedIn, Facebook, Twitter and more…2:30 – 2:35 who owns social in financial services firms?2:35 – 2:40 what’s next for financial services and social media use2:40 – 2:50 discussion and questions Created and Presented by:Thank you! Joyce Sullivan CEO | Founder SocMediaFin.com
  30. 30. Exclusive Presentation for: 250 Hudson St – 16th floor (PH) New York, NY USA Thursday, March 29, 2012 2:00-3:00 pm EDT Financial Services and Social Media Created and Presented by: Joyce Sullivan CEO | Founder SocMediaFin.com

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