The document discusses social media trends in the wealth management industry from 2008 to 2012. It finds that while few financial firms had social media strategies in 2008, by 2012 the vast majority had Facebook pages and many had advisors using LinkedIn and Twitter. It also profiles some strategies used by specific firms like Ameriprise, Morgan Stanley, and RBC to engage clients through social media. The document concludes by outlining metrics like audience, content, and engagement that can be used to measure the success of social media outreach.

1. SOCIAL TRENDS IN 2.23.2012
WEALTH MANAGEMENT
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2. AGENDA
 About Corporate Insight
 Social Media & Financial Services: A Historical Perspective
 Social Media in Wealth Management
 Facebook: Measuring Success of Your Social Outreach
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3. ABOUT CORPORATE INSIGHT
 Competitive intelligence and user experience research firm
serving the financial services industry
 Tracking social media since Spring 2008
 Published two industry-wide reports in ‘08 and ‘10
 Currently developing Social Media Leaders report
 Due out in March
 Ongoing updates
 http://www.corporateinsight.com/blog.html
 http://twitter.com/cinsight
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4. BACK IN 2008…
 Only 15% of financial services firms
had proprietary social media
offerings
 Firms were just starting to claim
their names on third -party
communities
 32% had Facebook pages
 15% had Twitter profiles
 Few firms had a definitive social
media strategy
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5. FACEBOOK PAGES: OCTOBER 2008
Brokerage Firms Banks and Card Issuers
45%
56%
Annuity Firms Mutual Fund Firms
17%
13%
% of Firms with Facebook Pages
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6. FACEBOOK PAGES: JANUARY 2012
Brokerage Firms Banks and Card Issuers
80% 82%
Annuity Firms Insurance Providers Mutual Fund Firms
79% 86% 46%
% of Firms with Facebook pages
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7. TWITTER PROFILES: OCTOBER 2008
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8. TWITTER PROFILES: JANUARY 2012
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9. SOCIAL TRENDS IN WEALTH
MANAGEMENT INDUSTRY
 Financial Advisors’ personal homepages are often used to
stimulate social networking
 Follow FA on Twitter, connect via LinkedIn, share the FA’s page on
Facebook, etc.
 FAs at major wealth management firms are using LinkedIn
 Useful for keeping up to speed on clients and their careers
 Valuable for prospecting, finding professional groups that fit the FA’s
target market (e.g., doctors)
 No need to generate steady stream of interesting content like Twitter
 FA Twitter pages also becoming more common
 The challenge is still compliance
 How can the FA be interesting with canned messages?
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10. SOCIAL TRENDS IN WEALTH
MANAGEMENT INDUSTRY
 Many retail brokerages and asset management firms now have
corporate Facebook and Twitter profiles
 Most major self-directed brokerages offer their own
communities to clients – no sign of similar efforts among
wealth management firms
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11. ADVISOR-FOCUSED SOCIAL EFFORTS
 Ameriprise Financial
 Morgan Stanley Smith Barney
 Raymond James
 RBC Wealth Management
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12. AMERIPRISE FINANCIAL
 LinkedIn-powered advisor
search tool
 Launched November 2011
 New spin on FA/branch locator
tool
 Designed for prospects but
also benefits advisors
 Still face several hurdles
 60-70% of FAs are on LinkedIn
but only 20% provide a link
from their personalized
website
 Questions about user ’s
willingness to sign into
Linkedin via a third-party site
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13. AMERIPRISE FINANCIAL
 “Share This Advisor ”
feature for Facebook on FA
homepage
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14. MORGAN STANLEY SMITH BARNEY
 Pilot program with FAs
on LinkedIn and Twitter
 600 out of 18,000 Fas
 Links on advisor
homepages lead to
their social media
profiles
 FA tweets are pre-
approved by
compliance, but
content isn’t stale
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15. MORGAN STANLEY SMITH BARNEY
 Tweets focus on:
 Current market events
 Re-tweets of news organizations
 Pre-approved product guides and
MSSB research
 Some personal observations, i.e.,
“lifestyle”
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16. RAYMOND JAMES
 All FAs can use Facebook,
LinkedIn and Twitter through
Actiance’s Socialite platform
 Advisors no longer limited to static,
pre-approved messages
 FAs post to Socialite rather than
to the individual social networks
 Socialite streamlines approval
process
 Distributes posts to major networks
 Stores messages for later retrieval
 Raymond James supplements
technology with training on how
to use social media
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17. RBC WEALTH MANAGEMENT
 Springboard website launched in
February 2011
 Initially conceived as a resource
to onboard new FAs
 Developed into a content
promotion site for advisors
 Videos feature first-hand, “real-
world” accounts from leading FAs
and branches
 Links to related sales content
 Ratings and comment features
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18. FACEBOOK: Adapted
MEASURING SUCCESS from our
Social
OF YOUR SOCIAL
Media
Leaders
Report
OUTREACH
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19. MEASURING SOCIAL SUCCESS
Audience Content
Engagement
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20. AUDIENCE
Facebook Fans
Industry Average
Industry Average (w/out top 10)
Annuity Firms
Banks & Card Issuers
Brokerages
Insurance Providers
Mutual Fund Firms
- 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000
January 2012
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21. AUDIENCE
Facebook Fans (without Banks & Card Issuers)
Industry Average
Industry Average (w/out top 10)
Annuity Firms
Brokerages
Insurance Providers
Mutual Fund Firms
- 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000
January 2012
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22. CONTENT
 Page Objective
 Wall Posts
 Applications and Other Pages
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23. PAGE OBJECTIVE
 General company pages
 Company mascot or spokesperson
 Discover’s Peggy
 E*TRADE’s Baby
 Progressive’s Flo
 Product-specific
 Chase Slate
 Geico Motorcycle
 Careers
 Other
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24. WALL POSTS
 Formal vs. informal tone
 Variation in content and style
 Website and other social
property content
 Product or service promotions
 Calls to action
 Direct questions
 Surveys
 Contests
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25. ENGAGEMENT
 Likes
 Comments
 Shares
 “ Talking About This”
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26. LIKES, COMMENTS & SHARES
90
80
70
60
50
40
30
20
10
0
Industry Average
Industry Average
(w/out top 10) Annuity Firms
Banks & Card
Shares/Post Issuers Brokerages
Insurance
Comments/Post Providers Mutual Fund
Firms
Likes/Post 26

27. “TALKING ABOUT THIS”
 Measures fan interactions
 Likes (page, posts and other content)
 Wall posts
 Comments
 Shares
 Mentions
 Check-ins
 Data from last seven days
 Refreshes Daily
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28. Q&A
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29. ALAN MAGINN
SENIOR ANALYST
CONSULTING SERVICES
AMAGINN@CORPORATEINSIGHT.COM
212.832.2002 EXT.116
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