U.S. Global Investors                  Searching for Opportunities, Managing RiskCase Study: How U.S. GlobalInvestors Inte...
Today We’ll Cover       Who We Are and Some Results       David vs. Goliath       Where Do People Get Their News?       Fi...
Company Overview  Boutique investment adviser specializing in gold,  natural resources, emerging markets and  infrastructu...
Our Key Investment Strategies  www.usfunds.com  December 2011 11-803
Branding Experience –Educational Philosophy  “Curious to learn and  improve” is a core company  value that extends to our ...
Press Interviews1,232 Media Interviews      with     62  Media Outlets     *Since January 2008   www.usfunds.com   Decembe...
Smile for the Camera!   321TV/Video Interviews          with      20  Media Outlets      *Since January 2008    www.usfund...
Strong Results  www.usfunds.com  December 2011 11-803   8
Strong Results 1.6 million   Visits to usfunds.com 2.6 million            Pageviews   600,000 Referrals to usfunds.com    ...
Marketing Noise                         The average American                          adult is exposed to                 ...
Advertising Important But Expensive  www.usfunds.com  December 2011 11-803
David vs. Goliath                          The share of assets managed by                          the largest 25 firms in...
Where Do People Get Their News?                           Web only medium to see                           growth in 2010 ...
Top Financial Blogs  www.usfunds.com  December 2011 11-803   14
Top Social Media Sites  www.usfunds.com  December 2011 11-803
Top Advisor Sites                         Source: 2011 Survey by Cerulli Associates  www.usfunds.com  December 2011 11-803...
Finding the Sweet Spot                         Content  www.usfunds.com  December 2011 11-803             17
Press — Life a Reporter Today   Smaller Newsrooms   Cover Multiple Beats   Faster Turnaround   Judged on Clicks/Web   Traf...
Press — Tips   Be a Solution   Be Unique   Be Responsive   Watch, Read and Follow                            Be There to S...
Press — Twitter is a Tool   www.usfunds.com   December 2011 11-803     20
Content — Market Analysis  519   Blog Entries  203Weekly e-Newsletters  174   Weekly Market   Commentaries    *Since Janua...
Interactive Content    22 In-House Videos    15    Slideshows    13Interactive Features   *Since December 2009   www.usfun...
Content Distribution  58Content Partners                            25,000,000                               Potential Rea...
Content - Tips  Inventory Internal Resources  What Do You Have to Say that  Isn’t Already in the Media  Consistency — Keep...
Facebook                           572                         Total Likes                            19                  ...
Twitter                          1,854                          Followers                          1,566                  ...
Sites and Tools to Buildan Online Community   www.usfunds.com   December 2011 11-803    27
Social Media — Tips   Compliance concerns   Finding a social voice   Cross-promote   Don’t pay for following   Be responsi...
Case Study — August 2011                            U.S. debt gets downgraded/                            political gridlo...
Case Study — Content  The 2011 Gold Season is  Just Around the Corner  Gold’s Explosive Reaction  to Uncertainty  Run, Rid...
Case Study — Press                           MineWeb Podcast (Gold Miners)                           CNNmoney (S&P 500)   ...
Skyrocketing Results                              Set new all-time high for mentions                              on the W...
Conclusion — Wrap Up   Commitment from the top   Be willing to try new things   Reuse and redistribute   Remember to say  ...
Come Visit Us at…                         Facebook: www.facebook.com/usfunds                         Twitter: www.twitter....
U.S. Global Investors is Mobile  Get Investor Alert and Frank Talk On the Go                  Visit www.usfunds.com/apps  ...
Contact UsFeel free to contact me withany questions or comments:Ryan George210.308.1268rgeorge@usfunds.com All opinions ex...
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Case Study: How U.S. Global Investors Integrates Press & Social Media to Build its Brand

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Case Study: How U.S. Global Investors Integrates Press & Social Media to Build its Brand

  1. 1. U.S. Global Investors Searching for Opportunities, Managing RiskCase Study: How U.S. GlobalInvestors Integrates Press &Social Media to Build its BrandRyan George,Public Relations/Investor Relationswww.usfunds.com December 20111.800.US.FUNDS 11-803
  2. 2. Today We’ll Cover   Who We Are and Some Results   David vs. Goliath   Where Do People Get Their News?   Finding the Sweet Spot   Case Study: August 2011   Q&A www.usfunds.com December 2011 11-803 2
  3. 3. Company Overview  Boutique investment adviser specializing in gold, natural resources, emerging markets and infrastructure opportunities around the world  79 full-time employees  13 no-load funds  $2.45 billion in average AUM as of September 30, 2011  Managing money since 1968 www.usfunds.com December 2011 11-803 3
  4. 4. Our Key Investment Strategies www.usfunds.com December 2011 11-803
  5. 5. Branding Experience –Educational Philosophy  “Curious to learn and improve” is a core company value that extends to our investor communications.  We strive to educate investors about the world we invest in. Our communications have won  The focus of our website 28 awards from the Mutual Fund is to create an engaging, Education Alliance — including best educational experience. shareholder magazine, electronic newsletter, blog and website. www.usfunds.com December 2011 11-803 5
  6. 6. Press Interviews1,232 Media Interviews with 62 Media Outlets *Since January 2008 www.usfunds.com December 2011 11-803 6
  7. 7. Smile for the Camera! 321TV/Video Interviews with 20 Media Outlets *Since January 2008 www.usfunds.com December 2011 11-803 7
  8. 8. Strong Results www.usfunds.com December 2011 11-803 8
  9. 9. Strong Results 1.6 million Visits to usfunds.com 2.6 million Pageviews 600,000 Referrals to usfunds.com *Since January 2010 www.usfunds.com December 2011 11-803 9
  10. 10. Marketing Noise The average American adult is exposed to 3,000 marketing/advertising messages a day www.usfunds.com December 2011 11-803
  11. 11. Advertising Important But Expensive www.usfunds.com December 2011 11-803
  12. 12. David vs. Goliath The share of assets managed by the largest 25 firms increased to 74% in 2010, up from 68 percent in 2000. Top 10 firms manage more than 50% of assets. www.usfunds.com December 2011 11-803
  13. 13. Where Do People Get Their News?   Web only medium to see growth in 2010 — up 17%   46% read online news 3 times a week — surpassing newspapers for 1st time   40% report reading a newspaper in any form, down from 52% in 2006   47% read local news on mobile device www.usfunds.com December 2011 11-803
  14. 14. Top Financial Blogs www.usfunds.com December 2011 11-803 14
  15. 15. Top Social Media Sites www.usfunds.com December 2011 11-803
  16. 16. Top Advisor Sites Source: 2011 Survey by Cerulli Associates www.usfunds.com December 2011 11-803 16
  17. 17. Finding the Sweet Spot Content www.usfunds.com December 2011 11-803 17
  18. 18. Press — Life a Reporter Today   Smaller Newsrooms   Cover Multiple Beats   Faster Turnaround   Judged on Clicks/Web Traffic   24-hour Newscycle Far cry from Woodward and Bernstein www.usfunds.com December 2011 11-803 18
  19. 19. Press — Tips   Be a Solution   Be Unique   Be Responsive   Watch, Read and Follow Be There to Save the Day www.usfunds.com December 2011 11-803 19
  20. 20. Press — Twitter is a Tool www.usfunds.com December 2011 11-803 20
  21. 21. Content — Market Analysis 519 Blog Entries 203Weekly e-Newsletters 174 Weekly Market Commentaries *Since January 2008 www.usfunds.com December 2011 11-803 21
  22. 22. Interactive Content 22 In-House Videos 15 Slideshows 13Interactive Features *Since December 2009 www.usfunds.com December 2011 11-803 22
  23. 23. Content Distribution 58Content Partners 25,000,000 Potential Reach www.usfunds.com December 2011 11-803 23
  24. 24. Content - Tips  Inventory Internal Resources  What Do You Have to Say that Isn’t Already in the Media  Consistency — Keep to a Schedule  Diversify  Keep Track of Competition Find Your Company’s Voice www.usfunds.com December 2011 11-803 24
  25. 25. Facebook 572 Total Likes 19 Countries www.usfunds.com December 2011 11-803 25
  26. 26. Twitter 1,854 Followers 1,566 Tweets 198 Following 64 Listed www.usfunds.com December 2011 11-803 26
  27. 27. Sites and Tools to Buildan Online Community www.usfunds.com December 2011 11-803 27
  28. 28. Social Media — Tips   Compliance concerns   Finding a social voice   Cross-promote   Don’t pay for following   Be responsive Read This Book! www.usfunds.com December 2011 11-803 28
  29. 29. Case Study — August 2011   U.S. debt gets downgraded/ political gridlock in Washington   S&P 500 drops roughly 13% in 8 days, volatility rises   Gold shoots up 17% on way to $1,900 an ounce, gold stocks lag   Oil, copper and other commodities collapseDoomsday for Markets!!! www.usfunds.com December 2011 11-803 29
  30. 30. Case Study — Content  The 2011 Gold Season is Just Around the Corner  Gold’s Explosive Reaction to Uncertainty  Run, Ride or Buy? What Should Investors Do? Don’t Sell on Mondays  Gold’s Sun Also Rises in the East  The Neverending Story of a “Gold Bubble”  Finding a Silver Lining in the Markets’ Dark Clouds  Valuation Gap Makes Gold Miners Attractive But All Miners Aren’t Created Equal  How to Find Opportunities from Blood, Debt & Fears www.usfunds.com December 2011 11-803 30
  31. 31. Case Study — Press   MineWeb Podcast (Gold Miners)   CNNmoney (S&P 500)   TheStreet.com (Gold)   CNBC “Squawk on the Street” (Gold)   CNBC.com (Gold)   San Antonio Express News (Gold/Markets)   Reuters (Gold)   The Gold Report (Gold Miners)   Bloomberg Radio (Markets)   Bloomberg Mutual Funds (Gold vs. Gold Stocks)   Marketwatch (Commodity Safe Havens)   U.S. News & World Report (Gold vs. Gold Stocks)   Bankrate.com (Gold)   MSN Money (Gold) www.usfunds.com December 2011 11-803
  32. 32. Skyrocketing Results   Set new all-time high for mentions on the Web   More than 60,000 readers of distributed content   “The Never Ending Gold Bubble” article posted on the homepages of Forbes.com, TheStreet.com, and FinancialSense.com   Nearly 20,000 referred to usfunds.com   More than 12,000 readers of Frank Talk blog, more than 8,500 visits to gold fund pages   2,686 visits from mobile devices   More than 200 re-Tweets of material   300 Twitter clickthroughs to usfunds.com, 377 from Facebook page Twitpic from @Stefmara www.usfunds.com December 2011 11-803 32
  33. 33. Conclusion — Wrap Up   Commitment from the top   Be willing to try new things   Reuse and redistribute   Remember to say “thank you” Don’t Jump the Shark! www.usfunds.com December 2011 11-803 33
  34. 34. Come Visit Us at… Facebook: www.facebook.com/usfunds Twitter: www.twitter.com/usfunds Frank Talk: www.usfunds.com/franktalk Investor Alert: www.usfunds.com/alert www.usfunds.com December 2011 11-803 34
  35. 35. U.S. Global Investors is Mobile Get Investor Alert and Frank Talk On the Go Visit www.usfunds.com/apps www.usfunds.com December 2011 11-803 35
  36. 36. Contact UsFeel free to contact me withany questions or comments:Ryan George210.308.1268rgeorge@usfunds.com All opinions expressed and data provided are subject to change without notice. Some of these opinions may not be appropriate to every investor. The S&P 500 Stock Index is a widely recognized capitalization-weighted index of 500 common stock prices in U.S. companies. www.usfunds.com December 2011 11-803 36

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