Leslie Marshall Director – Events, Magazine and Social Media Morningstar Inc. @LeslieAMarshall Creating consistent messaging is an important, yet challenging, element of building a strong brand. Leslie Marshall, Director – Events, Magazine, and Social Media at Morningstar, will share how social media is a central part of the company’s marketing and communication strategies. Leslie will discuss how the strategic objectives for social align with Morningstar’s mission and the benefits of a centralized structure, as well as how her team uses data to analyze results, develop new campaigns, and demonstrate the value of social media.

1. ©2014 Morningstar, Inc. All rights reserved.
Social Media at Morningstar
Leslie Marshall
Director - Events, Magazine and Social Media
Advisory Board, Social Media Week Chicago
Twitter: @LeslieAMarshall

2. Social Media at Morningstar
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The Morningstar Story

3. Social Media at Morningstar
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× Founded: 1984, in Joe Mansueto’s Chicago apartment.
× Celebrated our 30-year anniversary in May 2014.
× A leading provider of independent investment research in North America, Europe, Australia, and
Asia, with operations in 27 countries.
× Number of employees worldwide: 3,800 as of June 30, 2014.
× Provide data on more than 473,000 investment offerings, including stocks, mutual funds, and
similar vehicles.
× Real-time global market data on more than 12 million equities, indexes, futures, options,
commodities, and precious metals, in addition to foreign exchange and Treasury markets.
× Also offers investment management services and has approximately $169 billion in assets under
advisement or management as of June 30, 2014.
Morningstar, Inc. by the Numbers

4. Social Media at Morningstar
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▶ Investors First
▶ Great Products
▶ Great People
▶ Uncompromising Ethics
▶ Entrepreneurial Spirit
▶ Financial Success
Morningstar Values – The Principles That Guide Us

5. Social Media at Morningstar
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▶ Supports the Morningstar’s brand and strategic objectives:
▶ Share Morningstar’s proprietary research and thought leadership.
▶ Enrich client connections: Provide research and tools to help investors make financial decisions.
▶ Build community around our brand.
▶ World-of-mouth: Our followers promote Morningstar to their circle of friends, colleagues and
influencers.
▶ Gather market and competitive intelligence.
Supports Morningstar’s Values and Business

6. Social Media at Morningstar
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Investors and Social Media: Opportunity to Develop Trust and Provide
Information
× 82% of Millennials say they would put more faith in a
company or institution that was involved in social media.
Source: 2014 Edelman Trust Barometer
× Five million high-net-worth investors in the U.S. and Canada
actively use social media to help them with their financial
decisions. Source: 2012 LinkedIn and Cogent Research study
× 59% of institutional investors seek educational content via
social media to inform investing decisions. Source: 2014
survey of institutional investors on LinkedIn
× 70% of investors have “started or altered relationships with
investment providers, via content found through social
media." Source: “Leveraging Social Media,” On Wall Street,
Mar., 24, 2014

7. Visual Identity
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What We Used to Look Like (on Social Media Platforms)

8. Visual Identity
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Our Company Profile Image

9. Visual Identity
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Facebook

10. Visual Identity
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LinkedIn – Company Page

11. Visual Identity
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LinkedIn – Showcase Page for Country Offices

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Since CEO Joe Mansueto joined the Influencer program in Feb. 2014, he has published nine posts.
× 9,100+ followers
× Provides content our global teams can share.
LinkedIn Influencer: Joe Mansueto, CEO, Morningstar, Inc.

13. Visual Identity
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Twitter

14. Visual Identity
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YouTube

15. Visual Identity
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YouTube – Local Country YouTube Channels

16. Social Media at Morningstar
Established Corporate Social Media Team in 2013
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▶ Director – Events, Magazine and Social Media + Social Media Associate
▶ Establish social media strategy.
▶ Lead Morningstar corporate social media accounts.
▶ Implement design and brand guidelines, account naming and hashtags.
▶ Evaluate and manage social media monitoring and management tools.
▶ Track data from social media accounts; provide analysis.

17. Social Media at Morningstar
Established Corporate Social Media Team in 2013
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▶ Social Media Working Group: corporate communications, human resources, legal, compliance.
▶ Provide resources to employees:
▶ Company Social Media Policy
▶ Social Media Briefing Document + Brand and Design Guidelines
▶ Social Media Blog
▶ Share best practices and plan training sessions.

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×Consistency + Customization: Brand is consistent and country offices can offer
content in local language.
×Ability to leverage strengths of each platform.
×Equip teams to use social effectively:
×Make it easy to get brand components and images they need
×Social media calendar: “Here’s what we’re talking about this week.”
×Provide training
×Communicate, Communicate, Communicate!
×Weekly social media calendar
×Bimonthly reports with analytics
×Blog posts
×Education
×Social media team stays involved in the process.
Benefits of a Global Approach

19. LISTEN. When it comes to listening, at Morningstar we:
How to Build Relationships in Social Media
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×Monitor brand mentions, topics and hashtags to track trends.
×Look to join conversations where we can add value around the topic of investing.
×Listen (and respond) to our customers.
Sometimes it’s the simple things that matter. For example, at the Morningstar Investment
Conference, our social media team responded to all attendee comments that we received
via Twitter during the week—including customer service issues, like the temperature of
the room!
Listen. Create. Engage.

20. CREATE. When it comes to creating content for social media, at Morningstar we:
How to Build Relationships in Social Media
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×Think about how to share our unique point of view that followers can’t get
anywhere else. This includes:
×Morningstar’s proprietary research
×Live-tweet from Morningstar conferences, online events and webinars
×2014 #myMstar Vine campaign: share what it’s like to work at
Morningstar, highlight “Great People” company value
Listen. Create. Engage.

21. ENGAGE. When it comes to engage, at Morningstar we:
How to Build Relationships in Social Media
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• Thank our followers for following us, their comments and sharing our posts with their
connections.
• Respond to followers by directing them to investment research as well as answering their
product support questions.
• Seek to create positive interactions and turn a negative experience into a positive
experience.
Listen. Create. Engage.

22. ENGAGE. When it comes to engage, at Morningstar we:
How to Build Relationships in Social Media
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Listen. Create. Engage.
×Send Morningstar shirts to our fans to make our connection with them tangible.

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Carl Richards, New York Times “Bucks” blog contributor,
2013 Morningstar Investment Conference.
The Morningstar booth at the Morningstar Investment
Conference in Chicago.
A Platform to Share Thought Leadership and Rich Sources for Content
Our “World Cup” Opportunity: Morningstar Conferences

24. Social Media Activation Document
Designate “lead” or key Morningstar people on Twitter, promote use of the official hashtag, share key
topics and themes with Morningstar teams.
Social Media at Morningstar
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×Twitter = NOW: Live news, attendee comments, use of hashtag to develop conversation and
connections, address customer service needs.
×Facebook = LATER: Share photos throughout the day of keynotes, Morningstar speakers, and
attendees. Post articles and media coverage.
×LinkedIn = AFTER: Feature media coverage and articles as well as Morningstar research featured
at the conference.
×YouTube = AFTER: The Morningstar Conferences playlist features speaker interviews as well as
conference sessions.
Morningstar Conferences – Social Media Communication Plan

25. Morningstar®
Investment Conference
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×Tweeting at conferences since 2009.
×Conference hashtag has been a trending topic on Twitter in Chicago in 2012, 2013 and 2014.
×12,847 tweets with #MICUS hashtag, compared to 1,602 in 2012.
×3.41 million mention reach in June, compared to 943K in May.
×596 different Twitter handles with a total reach of 2.6 million followers.
×Due to global conference growth and social media adoption by attendees, Morningstar has
created a hashtag system for conferences by country, or to mark special milestones: #MICUK,
#MICAU, #MIC25.
Engagement via Twitter

26. Trying New Technology in Social Media
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Share What “Investing is…”
/ To celebrate 25 years of sharing investing ideas and insight at the Morningstar
Investment Conference, we launched our first Vine campaign, “Investing is…”
gHere’s how to participate:
1. Download the Vine App (iPhone, Android). Share what you think “Investing
is…” in 6 seconds.
2. Tag your Vine with #MIC25, the official conference hashtag. Tweet your Vine
to @MStarAdvisor, making sure to include the hashtag #MIC25.
3. We retweeted the best of the “Investing is…” Vines through the
@MStarAdvisor Twitter account.
2013 Morningstar®
Investment Conference – Vine Campaign
Results
× 50 Vine Videos posted to @MstarAdvisor Twitter account
× Total reach = 401,000

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#MIC25 – “Investing is…” Vine Campaign
Joe Mansueto: https://vine.co/v/b3IFv6X
Leslie Marshall: https://vine.co/v/blunPdVT0W7
Bill Winterberg: https://vine.co/v/b3HDx36FAZz

28. Social Media Lessons Learned
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Align Social Media with Company Values
“Introducing Vine was a social-savvy thing to do: It aligned
with what Morningstar does. Morningstar
supported conversations about investing
well before social networking platforms
and in print pre-Web. Demystifying investing is at
the core of the company's value proposition.”
Morningstar Experiments with Vine – Pat Allen, Rock the Boat Marketing

29. Social Media Lessons Learned
Image source: http://unbounce.com/content-marketing/how-to-do-content-marketing-without-content-be-a-curator/
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Help your colleagues be successful with social media: Provide brand guidelines, content, talking
points and places to go for information.
Be A Curator

30. Social Media Lessons Learned
Image source: http://alidavies.com/wp-content/uploads/2010/03/Taking-a-Risk.jpg
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Take smart risks. Evaluate how a new tool or technology can be used to tell the brand story and
communicate company values.
Take Smart Risks

31. Social Media Lessons Learned
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Educate your clients: The Social Media Center at the Morningstar Investment Conference
Create conversation with followers, conference attendees and prospective employees with Vine.
Visualize the conversation with tools like Storify or VisibleTweets.
Show Me

32. Social Media Lessons Learned
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People want to be part of big moments. Events drive conversations and connections between your
audience. Find YOUR industry’s World Cup and lead the conversation.
What’s YOUR “World Cup” Moment?
Image source: Simply Measured http://cdn.simplymeasured.com/wp-content/uploads/2014/07/gervargtpm_TPM.png

33. Social Media Lessons Learned
Image source: http://ralfschwartz.typepad.com/.a/6a00d83451fb2a69e2013485505746970c-pi
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Be Curious

34. Connect with Morningstar
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/ Facebook Page: www.facebook.com/MorningstarInc
/ Google+: https://plus.google.com/106303590725872641614/posts
/ LinkedIn Company Page www.linkedin.com/company/morningstar
Twitter Handle: www.twitter.com/MorningstarInc
/ Careers Twitter handle: www.twitter.com/MorningstarJobs
/ YouTube: www.youtube.com/user/morningstar
Morningstar Corporate Social Media Accounts

35. Edelman Trust Barometer – Annual Study: http://www.edelman.com/insights/intellectual-
property/2014-edelman-trust-barometer/
Mashable – Social Media Statistics, Trends, Tools http://mashable.com
Social Media Conversation Calendar http://www.contentmarketinginstitute.com/2010/12/social-
media-conversation-calendar/
Socialnomics Blog by Eric Qualman http://www.socialnomics.net/
Twitter for Business PPT http://www.slideshare.net/guestfd8f1/ogilvy-pr-360-di-twitter-webinar-
presentation?type=powerpoint
More from Ogilvy: http://www.slideshare.net/socialogilvy
Social Media
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