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Emoderation.lisa barnett.dma financialservices.october-2014

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Best Practice for Marketers in the Financial Services market ensuring their content is compliant with the FSA

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Emoderation.lisa barnett.dma financialservices.october-2014

  1. 1. How to use social media within the financial services regulatory environment Lisa Barnett Social Media Services Director, Emoderation www.emoderation.com
  2. 2. Stats on social media Top financial Facebook accounts www.emoderation.com Source: Social Bakers, August 2014
  3. 3. Stats on social media Top financial Twitter accounts www.emoderation.com Source: Social Bakers, August 2014
  4. 4. Stats on social media LinkedIn www.emoderation.com Source: Social Bakers, August 2014
  5. 5. Stats on social media Top financial G+ accounts www.emoderation.com Source: Social Bakers, August 2014
  6. 6. Stats on social media Top financial YouTube accounts www.emoderation.com Source: Social Bakers, August 2014
  7. 7. FCA Guide Consultation August 2014 Social media and customer communications  Investment product promotions on Twitter should include the #ad to ensure firms meet the specific requirement that investment product promotions can be clearly identified as such  Each communication should be considered individually in its own right and it must comply with relevant rules  Consider inserting images into tweets to convey risk warnings or other required statements  Consider using images instead of text www.emoderation.com
  8. 8. FCA’s approach to financial promotions in social media Financial Conduct Authority said: “ There is an overarching principle that any communication should be fair, clear and not misleading.” www.emoderation.com
  9. 9. Social media best practices Basic principles Community Managers follow  Be transparent and genuine  Have a two-way conversation  Ensure consistency  Listen to what your customers are saying  Be proactive, rather than reactive  Respond to negative and positive comments  Create compelling and relevant content  Develop a tone of voice  Build awareness about brands and products  Don’t overshare www.emoderation.com
  10. 10. Social media best practices Five ‘Dos’ of using social media and staying compliant! www.emoderation.com
  11. 11. The five ‘Dos’ No 1: Always apply the ‘is it clear, fair and not misleading’ rule www.emoderation.com
  12. 12. The 5 Do’s No 1: Always apply the ‘is it clear, fair and not misleading’ rule www.emoderation.com
  13. 13. The five ‘Dos’ No 2: Does it stand alone if someone retweets/shares it? www.emoderation.com
  14. 14. The five ‘Dos’ No 3: Use hashtags to show it is a promotion www.emoderation.com
  15. 15. The five ‘Dos’ No 3: Use hashtags to show it is a promotion www.emoderation.com
  16. 16. The five ‘Dos’ No 4: Target your audience www.emoderation.com
  17. 17. The five ‘Dos’ No 5: Keep it personal www.emoderation.com
  18. 18. The 5 Dos No 5: Keep it personal www.emoderation.com
  19. 19. Social media worst practices Five ‘Don’ts’ of using social media and keeping compliant! www.emoderation.com
  20. 20. The five ‘Don’ts’ No 1: Don’t ignore your customers www.emoderation.com
  21. 21. The five ‘Don’ts’ No 2: Keep your space clean www.emoderation.com
  22. 22. The five ‘Don’ts’ No 3: Make sure your presence is verified www.emoderation.com
  23. 23. The five ‘Don’ts’ No 4: Try to communicate through one channel www.emoderation.com
  24. 24. The five ‘Don’ts’ No 4: But don’t forget what you have set up www.emoderation.com
  25. 25. The five ‘Don’ts’ No 5: Don’t try to control the conversation www.emoderation.com
  26. 26. The five ‘Don’ts’ No 5: Expect a backlash www.emoderation.com
  27. 27. Summary Summary www.emoderation.com
  28. 28. Q&A www.emoderation.com
  29. 29. For further information: Tel: +44 (0) 203 178 5050 Email: lisa.barnett@emoderation.com Twitter: @lisab88 LinkedIn: https://www.linkedin.com/in/lisabarnett Emoderation Ltd The Media Village 131-151 Great Titchfield St London W1W 5BB UK © Emoderation Limited 2014. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any third party without the written permission of an authorised officer of the company. www.emoderation.com

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