A presentation made at the 9th Annual Clearstream Fund Summit in Brussels. It discusses the 'Elephant in the room' of how social media doesn't yet have traction in the world of B2B services, especially the financial sector, but this will change as the generation who grew up with Facebook take

1. Social Media: Any place for
this in the fund industry?

2. Hello 
I’m Andrew Walker
from @Tweetminster
www.tweetminster.co.uk

4. Are you
tired of
hearing
about
social
media? Would you transfer funds
through this guy?

5. 1.1 million participants raising $174m US since 2003

6. 2009
“I’m not on Twitter because telling people
what I had for dinner last night or when
I’m having a bath is irrelevant”
2012

7. It’s B2C, not
B2B though…

9. B2B social media is in flux because of the
generational impact of… social media

10. Technology affects behaviour& will impact B2B sooner or later

11. Business
has to move
away from
funnel
processes

12. Advertising based funnels leak
prospects to the social web
0.2% CTR on ads, 2% CTR on AdWords

13. Social
networks
mean
multi-touch
marketing
&comms

14. Multi-touch is an audience multiplier
Social media campaigns
Media & bloggers
Work Contacts
Client network
Industry network
Event networks
Their friends, followers &
networks

15. Search is at the wrong end of the funnel for
growing new services & marketing reach

16. We’re real time
and social, we
carry computers
everywhere
(It’s also a phone)

17. For the first time we have large volume data
insights to explain customer behaviour…
Lady Gaga peaks around album releases not singles
Coldplay peaks around TV coverage of live festivals

18. Using network
intelligence
Twitter is like Google for things
you don’t know you’re looking for
yet.

19. Funnel processes create inertia
Copywriting/
Marketing
Comms team
Real time Really long time
Legal team

20. Proof? Why are traditional news
brands losing audiences?
Sources Actual Shares Average Shares
New content publishers vsestablished news media brands

21. They’re not adapting to new
behaviours
Newcomers News Media
Curation
Blogs
Blogs
Data
Live Blog
Downloads
Data
Events
Video
Interactive
Journalism
Journalism
Petitions
Over 64,000 links analysed = huge statistical sample gathered free

22. Average Shares
Notice
anything?
Multi-touch model Funnel model
Curation
Blogs
Blogs
Data
Live Blog
Downloads
Data
Events
Video
Interactive
Journalism
Journalism
Petitions

24. POV acquisition in
the finance sector
Create demand through continuous
engagement
(because Adwords don’t work for small
financial service companies)

25. How information disperses through social networks

26. 1. Create expert content in the right
channels for business

27. 2. Comment and respond to build ‘strong’ links that
will build your POV sales network

28. 3. Amplify your signals through news feed networks
to generate SEO value from your content

29. 4. Build a network of weak links to increase your
POV reach through social engagement

30. 5. Use data
insight to develop
a POV sales
strategy, define
your targets &
measure your
ROE

31. Weak links = marketing Strong links = prospects
Create a POV profile
Amplify &engage
Find
influencers
Find the event network B2B network
CRM & leads

33. "One day there will be a
telephone in every major
city in the USA”
Alexander Graham Bell
1. Multi-touch output
2. Strong ties for B2B networking & prospects
3. Weak ties for spreading marketing &
awareness
4. Leverage real time & mobile activity
5. Integrate with your SEO

34. Thanks 
The most important part of
social media is the social
bit, so if you want to chat…
I’m @killdozer