The Six Essential Principles for Social Media Success in Financial Services Firms - BDI 5/17/12 Social & Mobile Financial Services Communications: Case Studies and Roundtables
Case Study: The Six Essential Principles for Social Media Success in Financial Services Firms
Presented by: Joanna Belbey, Social Media and Compliance Specialist, Actiance, Inc
This session describes how to incorporate social media into client relations, sales, and extended marketing programs. The six basic principles that are essential for the success of any social media program will be covered, including how financial service firms can adopt these principles to achieve their own social media success.
www.bdionline.com
The document discusses social content marketing strategies for financial services companies. It provides an overview of Baird, a financial services firm, and their use of social media presence to differentiate themselves and demonstrate their expertise. The presentation defines social content marketing, focusing on distributing relevant content to audiences on social media platforms. It outlines best practices for formalizing a social content marketing strategy, including establishing goals and governance, generating approved content, and partnering with compliance. Five rules for effective social content marketing are discussed: tell don't sell, maintain an active presence, be consistent and relevant, involve compliance, and actively promote content. The presentation concludes by emphasizing the importance of optimizing content for mobile access.
This document contains the presentation slides for a talk on using social media in healthcare while complying with regulations. It discusses the Affordable Care Act, HIPAA, and other relevant laws. It notes that many patients use social media to research health issues and providers. However, social media use also brings privacy, security and legal risks that organizations need policies to address. The presentation recommends developing an appropriate use policy, training employees, creating a content strategy, and monitoring social media use to stay compliant.
Case Study: Going Social for Health Impact
Presented by: Ann Aikin, Health Communications Specialist, Center for Disease Control (CDC)
Learn how the CDC boosts the impact and dissemination of health messages by strategically integrating social media and mobile technologies into health campaigns and emergency responses.
www.bdionline.com
Mobile technologies will transform culture and commerce by becoming more useful and easy to use, leading to rapid adoption. QR codes and augmented reality are gaining utility but need further ease of use. Emerging technologies like location-based check-ins and the "internet of things" will blend the digital and physical worlds but must consider privacy. If these new mobile experiences offer greater utility, usability, and address privacy concerns, they can drive widespread transformation.
The document discusses the Financial Women's Association's transition from traditional to social communications. It provides an overview of FWA, including its history, membership, and events. It then outlines FWA's initial traditional website and communications (Web 1.0) and drivers to adopt more social media (Web 2.0). The presentation details FWA's social media presence on LinkedIn, Twitter, and Facebook and provides examples of content. It concludes with recommendations for other organizations to embrace social media, such as introducing it gradually and gaining support from leaders.
Steve Madden uses social media and mobile initiatives to drive engagement and commerce. They implement social features across their mobile site and Facebook page like allowing users to like products and recommendations. Analytics show these efforts increased traffic, fans, and orders over time. Steve Madden aims to make mobile shopping social, engaging, and fun.
Presentation: It’s a Marathon, Not a Sprint:
How to Build a Successful Social Media Strategy from Scratch
Presented by: Bethy Hardeman, Communications Manager, Credit Karma, Inc.
Learn how Credit Karma grew its Facebook fanbase from the hundreds to the hundreds of thousands (and still growing!) with a slow-and-steady strategy. If there are two things I know, it’s how to train for a marathon and how to grow a social media fan following. Of course, it starts with an awesome product that people love. But what’s next? In this session, I’ll talk you through how Credit Karma has grown its social media following, mistakes we made along the way and specific strategies you can use in the financial services realm.
The document discusses social content marketing strategies for financial services companies. It provides an overview of Baird, a financial services firm, and their use of social media presence to differentiate themselves and demonstrate their expertise. The presentation defines social content marketing, focusing on distributing relevant content to audiences on social media platforms. It outlines best practices for formalizing a social content marketing strategy, including establishing goals and governance, generating approved content, and partnering with compliance. Five rules for effective social content marketing are discussed: tell don't sell, maintain an active presence, be consistent and relevant, involve compliance, and actively promote content. The presentation concludes by emphasizing the importance of optimizing content for mobile access.
This document contains the presentation slides for a talk on using social media in healthcare while complying with regulations. It discusses the Affordable Care Act, HIPAA, and other relevant laws. It notes that many patients use social media to research health issues and providers. However, social media use also brings privacy, security and legal risks that organizations need policies to address. The presentation recommends developing an appropriate use policy, training employees, creating a content strategy, and monitoring social media use to stay compliant.
Case Study: Going Social for Health Impact
Presented by: Ann Aikin, Health Communications Specialist, Center for Disease Control (CDC)
Learn how the CDC boosts the impact and dissemination of health messages by strategically integrating social media and mobile technologies into health campaigns and emergency responses.
www.bdionline.com
Mobile technologies will transform culture and commerce by becoming more useful and easy to use, leading to rapid adoption. QR codes and augmented reality are gaining utility but need further ease of use. Emerging technologies like location-based check-ins and the "internet of things" will blend the digital and physical worlds but must consider privacy. If these new mobile experiences offer greater utility, usability, and address privacy concerns, they can drive widespread transformation.
The document discusses the Financial Women's Association's transition from traditional to social communications. It provides an overview of FWA, including its history, membership, and events. It then outlines FWA's initial traditional website and communications (Web 1.0) and drivers to adopt more social media (Web 2.0). The presentation details FWA's social media presence on LinkedIn, Twitter, and Facebook and provides examples of content. It concludes with recommendations for other organizations to embrace social media, such as introducing it gradually and gaining support from leaders.
Steve Madden uses social media and mobile initiatives to drive engagement and commerce. They implement social features across their mobile site and Facebook page like allowing users to like products and recommendations. Analytics show these efforts increased traffic, fans, and orders over time. Steve Madden aims to make mobile shopping social, engaging, and fun.
Presentation: It’s a Marathon, Not a Sprint:
How to Build a Successful Social Media Strategy from Scratch
Presented by: Bethy Hardeman, Communications Manager, Credit Karma, Inc.
Learn how Credit Karma grew its Facebook fanbase from the hundreds to the hundreds of thousands (and still growing!) with a slow-and-steady strategy. If there are two things I know, it’s how to train for a marathon and how to grow a social media fan following. Of course, it starts with an awesome product that people love. But what’s next? In this session, I’ll talk you through how Credit Karma has grown its social media following, mistakes we made along the way and specific strategies you can use in the financial services realm.
Case Study: Contributing in a Meaningful Way
Presented by: Marc Monseau, Director, Corporate Communications & Social Media, Johnson & Johnson
An examination of how we, as manufacturers in the healthcare industry, can establish a credible voice and presence online and contribute to the conversation in a meaningful and relevant way to support and help people online.
www.bdionline.com
Presentation: How DoSomething.org is leveraging Snapchat to reach young people for social change
Presented by: Calvin Stowell, Social Media Strategist, DoSomething.org
DoSomething.org, one of the largest organizations for young people and social change in the US, is going after its key demographic where they are comfortable: Snapchat. Hear from the Director of Digital, Calvin Stowell, discuss case studies from using Snapchat, and best practices for how to effectively use Snapchat to reach your target demo.
The document discusses trends in the financial services industry and identifies four key consumer groups: millennials, new movers, the overbanked, and women. It notes that millennials are heavily influenced by mobile technology, new movers are likely to switch banks during a move, the overbanked have many accounts and assets, and women control a large portion of household spending. The document advocates understanding these groups through social listening and customizing engagement on social media to attract customers.
Case Study: MasterCard Today: Building Connections through Social Media
Presented by: Jim Issokson, Senior Business Leader, Reputation and Issue Management, MasterCard Worldwide & Elizabeth Birenbaum, Vice President, US Digital Marketing, MasterCard Worldwide
www.bdionline.com
This presentation will cover how MasterCard is leveraging social media to drive brand engagement, loyalty and corporate reputation.
Presentation: People are (S)Talking: How to Get Users to Participate, Not Just Spectate
Presented by: Donna Talarico-Beerman, Director of Integrated Communications, Elizabethtown College
Donna Talarico-Beerman has been helping tell the Elizabethtown College story since 2010. Her past experiences in radio, newspapers, eCommerce and education thrive together in happy harmony at E-town, where she is director, integrated communications. She manages the College’s official social media channels and is editor of Elizabethtown magazine and the online newsroom E-town NOW. She also collaborates with the rest of the award-winning marketing and communications team on marketing planning, media relations, copywriting and multimedia story-telling for a variety of projects.
http://www.bdionline.com/
Presentation: Developing and Sustaining an Effective Mobile Strategy
Presented by: Varun Parekh, Director, Sales Technology & Operations, Bankers Life and Casualty
A look into how Bankers Life has invested in an integrated and long term mobile strategy to grow business and reduce expense.
Kelli Carlson-Jagersma of Wells Fargo presented on using internal social media for collaboration. Wells Fargo has over 50 business lines operating in 33 countries. Carlson-Jagersma outlined Wells Fargo's journey with social media tools since 2004, starting with blogs and wikis and now piloting Jive and Chatter. She described three approaches to internal collaboration: testing and learning new tools, consulting and educating employees, and preparing for new ways of working. Case studies showed driving engagement across teams, collaborating around sales opportunities, and enhancing community support programs using social, mobile and local technologies. Carlson-Jagersma concluded that change takes time, education is key, and social collaboration is driven more
Presentation: The Business of Blogging (for Lawyers)
Presented by: Gene Quinn, Patent Attorney and Founder, IPWatchdog.com
One of the primary reasons for undertaking a blog is to engage in business development of one kind or another. People who will find you online are searching for answers. If you want to capitalize on this opportunity it will be necessary to provide intelligent, insightful information that the reader did not possess prior to visiting your website. Over time your job will be to provide lots of that information that ties together little by little to demonstrate that you have a deep level of understanding. The lesson is simple: It is far better for a prospective client or customer to come to the understanding that you know what you are talking about for themselves than it is for you to tell them you know what you are talking about directly. It should go without saying, that the plan requires that you are read by others, which means you absolutely, positively cannot write like a lawyer!
Presentation: Content is Still King: A look at best practices for creating and distributing quality Content
Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA
This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.
The document discusses how law firms can use storytelling and content marketing on social media to define their brand and connect with clients. It notes that while law is based on logic, branding and business development are about relationships. It recommends that firms tell authentic, relatable, unique, and shareable stories through a variety of media formats to engage clients and stand out from competitors in an environment of information overload. Firms should focus on storytelling about their clients, themselves, and their work through visuals, titles, and human stories to build their brands and drive business results.
Presentation: Combining Eyes and Ears: The Visual Search for Social
Presented by: Aaron Hayes-Roth, VP of Strategic Alliances, Brandwatch & Mary Tarczynski, CMO, Ditto Labs
Photo sharing on social media only continues to grow as people capture and share their passions on a daily basis. This often includes brands - but when 85% of images don’t reference the brand name in the text, how can brands and agencies accurately measure and engage with their audiences? This session will cover some of the most common use cases for social and visual measurement and explore the insights and benefits brands and agencies can gain from using social listening and analytics across visual platforms.
Presentation: Digital Marketing Strategies to Drive Enrollment
Presented By: Jon Fox, President,Flightpath &
Jon Wexler, Vice President of Enrollment Management, Fairleigh Dickinson University
Jon Fox founded the agency that would become Flightpath in his Greenwich Village apartment in 1994. A veteran of twenty years of digital marketing, he is a recognized leader in helping organizations of all sizes maximize their investments across the web and broader channels. Jon is an exceptional business analyst focused on achieving measurable results for his clients. In his role as president, Jon drives the overall direction of Flightpath, oversees/guides digital strategy for a number of key accounts and works hard to develop and mentor his talented staff. Jon recently completed his 11th NYC Marathon. He lives in Brooklyn with his wife, kids and dog.
As the vice president of enrollment management for Fairleigh Dickinson University, Jonathan Wexler is regularly traveling across the country and around the world representing FDU! Over the past four years, Wexler has worked to increase applications for freshman and transfer admissions by more than 65 percent — while collaborating on new education initiatives — including Silberman College of Business’s Saturday MBA Program and the University-wide Combined Degree Advantage Program. Wexler received his bachelor’s degree at Goucher College in Baltimore, Md. before completing a master’s in higher education administration at University of South Carolina. He joined FDU in 2008.
Presentation: The Power of Social Listening
Presented by: Andrew Ruder,Senior Consultant & Social Business Intelligence, Brandwatch
Andrew Ruder is a senior consultant in social business intelligence for Brandwatch, one of the world’s leading social media monitoring providers, where he helps enterprise organizations develop strategies for solving business challenges using social media intelligence and analytics. A SaaS veteran, Andrew’s prior experience includes roles at companies including Cision/Radian6 and Sysomos, where he assisted both brands and agencies in implementing social media intelligence solutions. Andrew earned a bachelor’s degree in business administration from Marquette University and is a proud native of Chicago, where he lives with his wife and son.
http://www.bdionline.com/
Investors will increasingly communicate through digital channels as technology continues to advance and more activities move online. Messaging apps, social networks, and virtual meeting platforms will become prevalent ways for investors to share ideas and make business connections. This digital transformation of communication brings opportunities but also risks around information security and privacy that investors and companies will need to thoughtfully navigate.
Presentation: The New Communications Paradigm in Financial Services: The Penn Mutual Case Study
Presented by: Kim Harmsen, Associate Vice President, Gregory FCA & Greg Matusky, President and Founder, GregoryFCA
Join Gregory FCA and The Penn Mutual Life Insurance Company as they present a blueprint for creating a best practice communications platform in a highly socialized, networked world. Penn Mutual provides a compelling blueprint for optimizing communication among media channels, both old and new. Their success serves as a shining case study for how long-term players in financial services can benefit from all that the new paradigm offers in communications, and now offers to financial service organizations.
http://www.bdionline.com/
Presentation: Digital Financial Wellness: The Future of Money
Presented by: Mohamed Khalil, Head of Product, Data & Marketing, Moven
Mobile technology coupled with data and behavioral sciences now allow for highly personalized, real time interactions that alter consumer behaviors. This talk will examine how the retail financial services model must adapt to survive this digital disruption.
http://www.bdionline.com/
Presentation: Bitcoin & The Sharing Economy
Presented by: Nikos Bentenitis, Chair, Education Committee, Bitcoin Foundation, and Founder, CoinSimple
Bitcoin is a digital currency and payment network that has attracted significant attention recently. In his talk, Nikos will briefly describe Bitcoin and a few potential applications of the technology in financial services. The purpose of the talk is to provide you with a framework that you can use to think about the Bitcoin technology in your business.
http://www.bdionline.com/
Presentation: Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a teen driver connected a CEO with his workforce and connected the workforce to the company strategy.
Presented by: Stephani Gordon, Internal Communications Business Partner to the CEO, Zurich Insurance Group
With an employee demographic that trends outside the ‘social’ scene, Zurich Insurance Group has achieved tremendous communications and engagement success by refreshing traditional marcomm channels with enticing storytelling, strong visual imagery, creative video and ‘social’ buzz. Stephani Gordon will share several executive communications project samples that include a strategy rap, a mobilization campaign built on the concept of graffiti tagging, and a CEO’s invitation to people to ‘walk away’ from their desks. This presentation is the story of coaching senior executives on what it means to connect in today’s world.
Presentation: Content is still King: A look at best practices for creating and distributing quality Content
Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA
This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.
Presentation: Make Friends First, Do Business Last: Relationship Marketing Using Social Media & More
Presented by: Phil Gerbyshak, Director of Social Strategy, Actiance, Inc
Are you wondering how you can do social media the right way, without pushing your products and services? Do you want your company and your employees to be top of mind when people are thinking of where to go for what you offer? The key is making “friends” first, and doing business last. It's no longer enough to just BE on social media as a business. You need to be using it effectively, and you need to engage your employees to tell your stories and show you as the place to go in your community.
Case Study: Contributing in a Meaningful Way
Presented by: Marc Monseau, Director, Corporate Communications & Social Media, Johnson & Johnson
An examination of how we, as manufacturers in the healthcare industry, can establish a credible voice and presence online and contribute to the conversation in a meaningful and relevant way to support and help people online.
www.bdionline.com
Presentation: How DoSomething.org is leveraging Snapchat to reach young people for social change
Presented by: Calvin Stowell, Social Media Strategist, DoSomething.org
DoSomething.org, one of the largest organizations for young people and social change in the US, is going after its key demographic where they are comfortable: Snapchat. Hear from the Director of Digital, Calvin Stowell, discuss case studies from using Snapchat, and best practices for how to effectively use Snapchat to reach your target demo.
The document discusses trends in the financial services industry and identifies four key consumer groups: millennials, new movers, the overbanked, and women. It notes that millennials are heavily influenced by mobile technology, new movers are likely to switch banks during a move, the overbanked have many accounts and assets, and women control a large portion of household spending. The document advocates understanding these groups through social listening and customizing engagement on social media to attract customers.
Case Study: MasterCard Today: Building Connections through Social Media
Presented by: Jim Issokson, Senior Business Leader, Reputation and Issue Management, MasterCard Worldwide & Elizabeth Birenbaum, Vice President, US Digital Marketing, MasterCard Worldwide
www.bdionline.com
This presentation will cover how MasterCard is leveraging social media to drive brand engagement, loyalty and corporate reputation.
Presentation: People are (S)Talking: How to Get Users to Participate, Not Just Spectate
Presented by: Donna Talarico-Beerman, Director of Integrated Communications, Elizabethtown College
Donna Talarico-Beerman has been helping tell the Elizabethtown College story since 2010. Her past experiences in radio, newspapers, eCommerce and education thrive together in happy harmony at E-town, where she is director, integrated communications. She manages the College’s official social media channels and is editor of Elizabethtown magazine and the online newsroom E-town NOW. She also collaborates with the rest of the award-winning marketing and communications team on marketing planning, media relations, copywriting and multimedia story-telling for a variety of projects.
http://www.bdionline.com/
Presentation: Developing and Sustaining an Effective Mobile Strategy
Presented by: Varun Parekh, Director, Sales Technology & Operations, Bankers Life and Casualty
A look into how Bankers Life has invested in an integrated and long term mobile strategy to grow business and reduce expense.
Kelli Carlson-Jagersma of Wells Fargo presented on using internal social media for collaboration. Wells Fargo has over 50 business lines operating in 33 countries. Carlson-Jagersma outlined Wells Fargo's journey with social media tools since 2004, starting with blogs and wikis and now piloting Jive and Chatter. She described three approaches to internal collaboration: testing and learning new tools, consulting and educating employees, and preparing for new ways of working. Case studies showed driving engagement across teams, collaborating around sales opportunities, and enhancing community support programs using social, mobile and local technologies. Carlson-Jagersma concluded that change takes time, education is key, and social collaboration is driven more
Presentation: The Business of Blogging (for Lawyers)
Presented by: Gene Quinn, Patent Attorney and Founder, IPWatchdog.com
One of the primary reasons for undertaking a blog is to engage in business development of one kind or another. People who will find you online are searching for answers. If you want to capitalize on this opportunity it will be necessary to provide intelligent, insightful information that the reader did not possess prior to visiting your website. Over time your job will be to provide lots of that information that ties together little by little to demonstrate that you have a deep level of understanding. The lesson is simple: It is far better for a prospective client or customer to come to the understanding that you know what you are talking about for themselves than it is for you to tell them you know what you are talking about directly. It should go without saying, that the plan requires that you are read by others, which means you absolutely, positively cannot write like a lawyer!
Presentation: Content is Still King: A look at best practices for creating and distributing quality Content
Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA
This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.
The document discusses how law firms can use storytelling and content marketing on social media to define their brand and connect with clients. It notes that while law is based on logic, branding and business development are about relationships. It recommends that firms tell authentic, relatable, unique, and shareable stories through a variety of media formats to engage clients and stand out from competitors in an environment of information overload. Firms should focus on storytelling about their clients, themselves, and their work through visuals, titles, and human stories to build their brands and drive business results.
Presentation: Combining Eyes and Ears: The Visual Search for Social
Presented by: Aaron Hayes-Roth, VP of Strategic Alliances, Brandwatch & Mary Tarczynski, CMO, Ditto Labs
Photo sharing on social media only continues to grow as people capture and share their passions on a daily basis. This often includes brands - but when 85% of images don’t reference the brand name in the text, how can brands and agencies accurately measure and engage with their audiences? This session will cover some of the most common use cases for social and visual measurement and explore the insights and benefits brands and agencies can gain from using social listening and analytics across visual platforms.
Presentation: Digital Marketing Strategies to Drive Enrollment
Presented By: Jon Fox, President,Flightpath &
Jon Wexler, Vice President of Enrollment Management, Fairleigh Dickinson University
Jon Fox founded the agency that would become Flightpath in his Greenwich Village apartment in 1994. A veteran of twenty years of digital marketing, he is a recognized leader in helping organizations of all sizes maximize their investments across the web and broader channels. Jon is an exceptional business analyst focused on achieving measurable results for his clients. In his role as president, Jon drives the overall direction of Flightpath, oversees/guides digital strategy for a number of key accounts and works hard to develop and mentor his talented staff. Jon recently completed his 11th NYC Marathon. He lives in Brooklyn with his wife, kids and dog.
As the vice president of enrollment management for Fairleigh Dickinson University, Jonathan Wexler is regularly traveling across the country and around the world representing FDU! Over the past four years, Wexler has worked to increase applications for freshman and transfer admissions by more than 65 percent — while collaborating on new education initiatives — including Silberman College of Business’s Saturday MBA Program and the University-wide Combined Degree Advantage Program. Wexler received his bachelor’s degree at Goucher College in Baltimore, Md. before completing a master’s in higher education administration at University of South Carolina. He joined FDU in 2008.
Presentation: The Power of Social Listening
Presented by: Andrew Ruder,Senior Consultant & Social Business Intelligence, Brandwatch
Andrew Ruder is a senior consultant in social business intelligence for Brandwatch, one of the world’s leading social media monitoring providers, where he helps enterprise organizations develop strategies for solving business challenges using social media intelligence and analytics. A SaaS veteran, Andrew’s prior experience includes roles at companies including Cision/Radian6 and Sysomos, where he assisted both brands and agencies in implementing social media intelligence solutions. Andrew earned a bachelor’s degree in business administration from Marquette University and is a proud native of Chicago, where he lives with his wife and son.
http://www.bdionline.com/
Investors will increasingly communicate through digital channels as technology continues to advance and more activities move online. Messaging apps, social networks, and virtual meeting platforms will become prevalent ways for investors to share ideas and make business connections. This digital transformation of communication brings opportunities but also risks around information security and privacy that investors and companies will need to thoughtfully navigate.
Presentation: The New Communications Paradigm in Financial Services: The Penn Mutual Case Study
Presented by: Kim Harmsen, Associate Vice President, Gregory FCA & Greg Matusky, President and Founder, GregoryFCA
Join Gregory FCA and The Penn Mutual Life Insurance Company as they present a blueprint for creating a best practice communications platform in a highly socialized, networked world. Penn Mutual provides a compelling blueprint for optimizing communication among media channels, both old and new. Their success serves as a shining case study for how long-term players in financial services can benefit from all that the new paradigm offers in communications, and now offers to financial service organizations.
http://www.bdionline.com/
Presentation: Digital Financial Wellness: The Future of Money
Presented by: Mohamed Khalil, Head of Product, Data & Marketing, Moven
Mobile technology coupled with data and behavioral sciences now allow for highly personalized, real time interactions that alter consumer behaviors. This talk will examine how the retail financial services model must adapt to survive this digital disruption.
http://www.bdionline.com/
Presentation: Bitcoin & The Sharing Economy
Presented by: Nikos Bentenitis, Chair, Education Committee, Bitcoin Foundation, and Founder, CoinSimple
Bitcoin is a digital currency and payment network that has attracted significant attention recently. In his talk, Nikos will briefly describe Bitcoin and a few potential applications of the technology in financial services. The purpose of the talk is to provide you with a framework that you can use to think about the Bitcoin technology in your business.
http://www.bdionline.com/
Presentation: Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a teen driver connected a CEO with his workforce and connected the workforce to the company strategy.
Presented by: Stephani Gordon, Internal Communications Business Partner to the CEO, Zurich Insurance Group
With an employee demographic that trends outside the ‘social’ scene, Zurich Insurance Group has achieved tremendous communications and engagement success by refreshing traditional marcomm channels with enticing storytelling, strong visual imagery, creative video and ‘social’ buzz. Stephani Gordon will share several executive communications project samples that include a strategy rap, a mobilization campaign built on the concept of graffiti tagging, and a CEO’s invitation to people to ‘walk away’ from their desks. This presentation is the story of coaching senior executives on what it means to connect in today’s world.
Presentation: Content is still King: A look at best practices for creating and distributing quality Content
Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA
This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.
Presentation: Make Friends First, Do Business Last: Relationship Marketing Using Social Media & More
Presented by: Phil Gerbyshak, Director of Social Strategy, Actiance, Inc
Are you wondering how you can do social media the right way, without pushing your products and services? Do you want your company and your employees to be top of mind when people are thinking of where to go for what you offer? The key is making “friends” first, and doing business last. It's no longer enough to just BE on social media as a business. You need to be using it effectively, and you need to engage your employees to tell your stories and show you as the place to go in your community.
Presentation: The New Communications Paradigm in Financial Services: The Penn Mutual Case Study
Presented by: Joe Anthony, President, Financial Services, GregoryFCA
Join Gregory FCA and The Penn Mutual Life Insurance Company as they present a blueprint for creating a best practice communications platform in a highly socialized, networked world. Penn Mutual provides a compelling blueprint for optimizing communication among media channels, both old and new. Their success serves as a shining case study for how long-term players in financial services can benefit from all that the new paradigm offers in communications, and now offers to financial service organizations.
Presentation: Using Social Media Ethically
Presented by; Erin Wright Lothson, Corporate Counsel, Intellectual Property, Groupon, Inc.
This segment will briefly discuss the Illinois Rules of Professional Conduct and how these Rules apply to Illinois lawyers and their use of social media. We will review common issues that arise by using social media and will cover recommendations and best practices to mitigate the risks of an ethics violation.
Presentation: The Power of Social Media: Attracting the Next Generation of Clients
Presented by: Trevor Daughney, VP Marketing, Actiance, Inc
The most important thing sellers can do for their firm is bring in new clients. There is a major movement of wealth a foot: from Baby Boomers to Millennials. Financial advisers and wealth managers need to shift their focus to a younger generation. To be successful, they need to change how they communicate.
In this presentation, you’ll learn that:
These young people are increasingly on social networks and stepping away from email.
Financial firms need to adjust to this change.
Marketers, compliance officers and corporate counsel can overcome the challenges and lead their firms to make the switch.
Empowering your sellers to use social media can help close more deals.
Presentation: The Power of Celebrity and Partnerships, Your Brand and Your Online Audience
Presented by: Jennifer Smith, Director, Communications and Marketing, AriZona Iced Tea
Since joining AriZona Beverages last year, we have successfully launched three new beverages to market without ever advertising. How did we do that? By tapping into the power of our celebrity partners, our strategic brand partners and our online fans, who have become Ambassadors for our brand.
Presentation: Defining and leveraging your brand's social media voice
Presented by: Emily Grant, Communications Director, Plated
Eating is a shared experience amongst us all, but often times, consumable brands play it safe when defining their brand voice. This talk will discuss the importance of developing a voice that your audience both responds to and connects with, and explores how to set your brand apart from others in your field.
Presentation: Risk, Awareness & Opportunity
Using Social Listening to stay on top on trends in Food & Beverage
Presented by: Hannah Godfrey, North American Food and Beverage Lead, Brandwatch
Brands in food and beverage are ‘Passion Brands’, people really care about what they consume and how it is produced, packaged and sold. This results in millions of conversations online about different food, drinks, brands and products every day. This passion can be a huge advantage if leveraged correctly but can also pose serious threats. In this session we’ll share stories of companies in the sector that are doing a great job of using social listening to mitigate risk and create opportunities.
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The Six Essential Principles for Social Media Success in Financial Services Firms - BDI 5/17/12 Social & Mobile Financial Services Communications: Case Studies and Roundtables
2. Agenda
About Actiance
State of the Nation
Social Media Maturity Curve
Social Media – a Powerful Marketing Tool
The Six Essential Principles for
Social Media Success
Upcoming Webinars, Materials
@Belbey #BDI1
3. Why are we presenting to you today?
Joanna Belbey
Social Media and Compliance Specialist
FINRA Education Department
Running training firm
I help firms use social media while complying with the regulations
Twitter: @belbey, @actiance
LinkedIn: http://www.linkedin.com/in/belbey
About.me/belbey
My biggest challenge?
@Belbey #BDI1
4. About Actiance
A decade of expertise, a history of firsts
Global Operations
• 3 US offices, three continents
• 210 employees
Dedicated Social Engagement Team
• Partnering: networks, platforms, service providers
• Regulators: FINRA, IIROC, FSA, SEBI…
• Best Practice enablement, education
Client Engagement
• 9 out of the top 10 US Banks, Top 5 CDN Banks
• 284 FINRA firms
• 84,000 Social Networking users under license
@Belbey #BDI1
5. Why Customers Select Actiance
“We chose Actiance because they had the resources and
partnering culture to help us with our long term strategy”
– VP Technology, Interactive Marketing, Top 3 Wirehouse
“Actiance’s platform allows us to execute our long term vision of
integrating our internal social platforms with consumer networks”
– SVP & CIO, Major Mutual Fund Company
“Socialite Enable and Engage offer the best mix of compliance and
marketing capabilities allowing our advisors to develop their
personal brands”
– Marketing Director, Top Regional Brokerage
@Belbey #BDI1
6. 97.09% of people questioned in a survey said their
buying decisions are influenced by social groups
7. State of the Nation
SOCIAL M EDIA USAGE
For which of the following business purposes do you use social media today?
@Belbey #BDI1
@Belbey #BDI1
8. Social Media Maturity Curve
Early Majority
Early Adopters • Corporate SM
• Corporate Presence presence
Early Consideration
• Acceptable use policy • Social media usage
• Some Corporate by distributed teams
• Social media being
Presence advisors
used by distributed
Pre-Consideration • Banned/ restrictive teams/advisors • Acceptable use policy
policy in place
• No Social Presence • Need to: use social to • Next step, use social
• Pilot program for develop, strengthen to develop, strengthen
• Restrictive social
content distribution relationships, for relationships, for some
policy
might be in place some also as a sales also as a sales channel
• No Social Tools channel
• Need to: justify • Previous concerns
• Need to: identify distributed teams about IIROC and/ or
options, best practices usage impact of social media
overcome by market
acceptance and
demonstrable results.
@Belbey #BDI1
9. Case Study: Wealth Management Firm (NJ)
Outline Real Results
LinkedIn Only LinkedIn Connection retirement
Listening is Key, watching status change = $2.75m account
acquisition
connections who matter
– Job Change noticed on
Using Social as an integral Status Update = 401k rollover
element of communications mix – FA obtains 400 new
to spot change prospects in Energy market
– New Commercial Account
Opportunity through
colleagues LinkedIn
Connections
@Belbey #BDI1
10. Case Study: RW Baird
Outline Real Results
LinkedIn Already Available to @MaryS_rwbaird
1200 – 51 followers
Veteran Advisers, tech savvy – 93 Tweets (at the time)
Authentic Content – $1m prospect
@Belbey #BDI1
11. Social Media – A Powerful Marketing Tool
Proven to attract customer attention
Promotes customer loyalty
Enables companies to communicate with hundreds
of thousands of people at once
Increases opportunities for “viral” transmission
of information about you or your
services
Allows companies to interact
on a more personal level
with customers
12. The Advantages of Social Media
It’s free or relatively inexpensive
It’s interactive
It offers immediate, direct feedback
It’s adaptable
13. Slow Adoption by Financial Services Firms
Demanding oversight of online communications
are required (SOX, FRCP, GLBA)
Regulations governing electronic communications –
FINRA, SEC, IIROC, FSA, SEBI (record keeping,
advertising, suitability, supervision)
Fear of data leakage, malware and viruses
Banks, credit unions and brokerage houses are
typically slow to change
@Belbey #BDI1
14. 20% of enterprises that employ social
Media beyond marketing will lead their industries
in revenue growth by 2015. GARTNER, MAY 2011
15. So why is social important to us in Financial Services?
In the USA Gen Y accounts for $2.4 trillion worth of personal income
In 2025 Gen Y will account for 46% of personal income
Source: Javelin Research
http://www.stltoday.com/business/local/article_719f49d8-15e6-5c5d-
94b7-992ab12d9f97.html?print=1
Based on 26,749 online adults, USA, Source: Forrester Research, June 2011
@Belbey #BDI1
17. Principle 1: Strategy
Social media is just another way to broaden your reach
Companies are successful in their social media use
when social networking is part of the corporate DNA
– Executive sponsorship. Senior management embraces
social media as a way to reach customers, prospects, and partners
– Executive engagement. Senior management understands the value and
they are enthusiastic about the opportunities
– Part of the corporate culture
– Eliminate politics and streamline “Social Media is a part of the
content approvals mix, not the solution”
GARTNER
@Belbey #BDI1
18. Principle 2: Personal Brand
You, Dear Reader, are my most valuable asset
17% of consumers trust a brand. 70% trust recommendations
given by friends and connections
Consumers are starting to purchase products through social media
Movenbank requires individuals to register on Facebook
ICICI Bank enables use of social to login
in to one’s bank account
Long-term objective: consumers and
customers engage with the brand as
embodied by individual employees
@Belbey #BDI1
19. Principle 3: Relevant Content
Content is King: use the personal approach
Deliver compelling, informative and entertaining content
Start with pre-approved content
Develop a library of interesting insights, investment
challenges, wealth management tips, etc.
Strive for personalized, unique
content that informs your
connections about you.
Don’t just broadcast a brand
message
20. Principle 4: Crowdsource
Empower the Social Consumer to work for you
Convert consumers into evangelists promoting your
products or services
Before making buying decisions, consumers research
online and seek recommendations from their network
Provide useful information that
establishes your expertise
and is worth sharing
@Belbey #BDI1
21. Principle 5: Education
Key Elements of a Social Media Training Program
Understand the role of social media in sales and
marketing
Establish your social media objectives
Select which social networks are best for you
Avoid regulatory pitfalls
Build a network
@Belbey #BDI1
22. Principle 5: Education (cont.)
Follow best practices to build out and maintain your
network
Integrate social media activities with corporate systems
Analyze metrics to assess
engagement levels of network
Adjust your social media program
@Belbey #BDI1
23. Principle 6: Analytics
Measuring clicks vs. measuring engagement
Comments are more valuable than “likes” and shares
are more valuable than comments
The number of followers on Twitter, LinkedIn and
Facebook is an important metric
Active listening leads to effective engagement
Create your own real-time data stream
One measure of social media success
is gamification
@Belbey #BDI1
24. Six Social Principles for Success
Create Integral Strategy Develop Personal Brand Crowdsource Content
Leverage Customers Educate and Train Measure & Analyze
Norv Leong
Director, Product Marketing
25. Webinar Series for Marketers
Marketers Guide to Social Media in Financial Services
Financial Services Compliance
Social Media Human Requirements
The Risk of Doing Nothing
Social Media Best Practices Checklist
26. Contact Information
info@actiance.com
@Actiance, @belbey
Further reading:
Marketers Guide to Social Media in
Financial Services
IIROC and FINRA requirements mapped
to Facebook, LinkedIn, and Twitter features
Social Media Handbook
Osterman Research:
The Impact of New Communication Tools
for Financial Services Firms
Actiance Collateral Library
http://actiance.com/products/collateral-library.aspx