Breaking Barriers Webinar Series - An RIA Social Media Case Study
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The RegEd Breaking Barriers webinar series continued with a case study in how one international registered investment advisor, Keats Connelly, implemented social into their business.
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Breaking Barriers Webinar Series - An RIA Social Media Case Study
- 1. A Case Study Making Social Work Blane Warrene SVP, Customer Communications
- 2. 1 Tweet = During (and after) the webinar, please use #regedqanda for live discussion 2 Questions? Please use Questions box in the webinar panel 3 The webinar recording will be emailed to all attendees and registrants
- 4. A case study – how a 30+ advisor firm shifted to a digital content strategy
- 5. The Problem? Needed way to find folks looking for specific needs Which social platforms make sense? Who should be involved? How to measure results?
- 6. Who is the next generation? Core Social Sources Blog(s) LinkedIn Facebook Google+
- 7. Strategy Posing Questions – Answering engagement Define niches within firms Promote expertise (people & books)
- 9. Disciplines 1 Focused message Define the practice and expertise 2 Include a personal touch Insure its more than just commercials 3 Respond to engagement Learn from questions & stats to evolve content
- 11. Lessons for Multi-Advisor Firms Develop a social media policy. Period. Start experimenting with social media now. "We're still stumbling along, trying to figure out social media," says the CEO. Still, he figures his firm is in the top tier of users among his peers, many of whom are worried about getting in trouble with the SEC or FINRA. Monitor—and retain records of—your employees' social media activities. This is an important part of keeping the SEC and FINRA happy.
- 12. Lessons for Multi-Advisor Firms cont’d You can get started without hiring an expensive consultant. "Just experiment and see what works for you," suggests the firm. We’ve figured out our social media strategy on our own. The strategy isn't perfect, but it has brought measurable gains. Give your employees freedom, within the bounds of your social media policy. Figure out what's important for you to control. For example, certain content must be preapproved and the company descriptions on firm employees' LinkedIn pages are fairly standardized. Beyond that, let your employees express themselves. "We've got a young guy who knows what he's doing. Let him go ahead and do it." For the young advisor’s part, he says, "I highly recommend that firms let advisors have their own voice on social media."
- 13. Live Demo of RegEd Social Media Solution • June 26, 2013 at 2:00 pm EDT • http://bit.ly/111Ys72
- 14. "Realize that the social media success equation isn't big moves on the chess board, it's little moves made every day that eventually add up to a major shift." -Jay Baer
- 15. A Resource from Us Ask us for our Compliance Kit http://bit.ly/complykit
- 16. Resources Educational Podcast - http://bit.ly/regedsocial “The Social Media Minute” on iTunes Breaking Barriers to Social Webinar Series http://bit.ly/regedwebinars Quick Start Guides on Social Media http://www.reged.com/socialmedia.aspx
- 17. Connect with Us on Social Facebook – http://www.facebook.com/regedarkovi Google+ - http://bit.ly/regedgoogle LinkedIn - http://www.linkedin.com/company/reged Pinterest - http://pinterest.com/regedarkovi/ Twitter – http://www.twitter.com/reged YouTube – http://www.youtube.com/arkovibackups
- 18. Q&A Please use the "Questions" section on the webinar panel And we'll stay and monitor #regedqanda on Twitter
Editor's Notes
- An introduction to me – as you can see my world’s converge on social media – I have friends, peers, colleagues, family members, executives and customers connecting and engaging. By default 20% of our networks no matter where we are – contain work relationships. Managing these networks in a digital world is exactly like we manage those same networks in person:We choose what we say to each networkWe have a filter that we naturally use in discussionsSome networks converge and others are in groups (think Circle, Lists, Groups…)The time we might spend trying to separate those networks in the digital world is lost time we could have spent cultivating relationships
- Using social media effectively – at the highest level – breaks down into these segments. They are related and circular – but each have a place and process to our overall goal. Modern communications is simply new efficiencies that allow us to ultimately get to what we do best – build relationships and serve others. Our goal remains the same:To represent ourselves personally and professionallyTo foster strong relationshipsTo earn the opportunity to meet or speak on a personal levelTo facilitate trust that allows us to do business with one another
- The next generation is not going to listen on traditional channels – phone or even email – they communicate amongst their peers and anticipate (expect) you will learn how to tune in to their channels. They won’t hear the phone ring – but they will see the modern communication – tweet, wall post or text message…
- So seeing these macro trends and their impact – where does that leave us? We still have a wide range of issues and challenges day in and day out to manage. Yes – however – this is the most pervasive technology shift in our industry since the slow and steady shift to electronic trading the emergence of the advisor and planner (and extinction of the stockbroker).This is the widest channel we have had – versus tech like faxes, email and websites – the shift in communications is across numerous:MediumsDevicesRelationship typesAnd our traditional demographic models break in this new world.Harnessing this shift to our advantage means re-thinking risk, training, data management and much more.
- Like the business plan for your groups and practices – once you have strategy defined – you have a plan for how to begin, execute and manage ongoing.This is no different and can benefit from all you do surrounding social media – your web site, your email communications, what you discuss on calls or in presentations. Also look to how you interact on other fronts:Do you teach on webinars or seminars?Are you a resource for journalists or analysts?Do you volunteer to teach personal finance or financial literacy?What other ways is “content” generated in your business?This leads to the material we use on social – and you may be surprised by how much you have…By bridging this information and content to a simple editorial calendar – you can map out segments of days, weeks and months. If you would like a simple template – just ask us..
- Your culture and your voice are you! People identify with you and trust occurs because they get to know you, your staff and how you sound in on topics and issues. You want to insure you retain that when you go digital. A lot of the way to do that is to not over think it. You know what works and does not work for your clients – and you also seek to attract more clients like those you treasure most in your business.Second – while script is not necessarily the signal I want to send – a talk track is critical. Not everyone is comfortable to hit the ground running and speak with anyone, telling your firm’s story and capabilities. Outlining these key elements in a talk track allows for everyone on the team to understand and have talking points to get them started. When paired with your editorial calendar – this becomes a “library” of content and messages you can use. Most important – this is authentic and genuine content that comes from you and your team.Also be sure – just like in your everyday business – to get to know everyone’s skills in the digital world. Some folks are like ninjas on Google – and others might say “I’m not a tweeter” – when they really meant – “I don’t use Twitter”. LOLGet to know who has skills you can put to use right away –To assemble content for use on socialTo find content to share from othersTo coordinate communications and responsesTo measure and reportAlso find those folks who could use some training and confidence building and don’t be afraid to let them get to know social so it becomes more natural.
- The new model requires and considers all facets of your business and people – and those lines strongly intersect. This also requires preparing for the new generational perspectives on transparency. In a post-crisis and scandal world – transparency is a value.Your teams will need to re-consider how they work across departmental and divisional lines. And while exploring this new model – you will also be faced with the new investor