This document discusses implementing a compliant corporate social media strategy for wealth management firms. It notes that wealth management has traditionally been a personal business focused on older clients but that wealth is now being created at younger ages. It emphasizes the importance of extending strong corporate brands consistently at the local level through social media. The document advocates partnerships, alliances, and white-labeling as ways to extend brands and access new clients while maintaining a logical fit with the existing brand and business model.

1. Flintstones to the Jetsons:
How to Implement a
Compliant Corporate Social
Media Strategy And Live To
Tell Others!
April Rudin, The Rudin
Group

9. Where Are We Now?
•
Wealth management firms have not felt serious pressure until now due to best
clients being oldest clients and thus, perceived as the least likely to use new
technology including mobile internet and social networks
•
Wealth Management is a “person to person” industry—Fiduciary Trust
•
Older FA’s are typically the ones with the biggest book of business
•
Babyboomers (ages 55 +) are the largest group of wealth holders
•
Wealth is being created at a younger age and Babyboomer succession planning
is contributing to this phenomenon .

10. Branding In Financial Services
• Financial services’ brands create the
security, consistency and trust with the
target market and are developed at the
corporate level but must be executable at
the local level or the brand loses value
• Strong corporate brands (especially in
financial services) lead future clients away
from making decisions based on price when
other more meaningful differences between
brands are communicated

11. Extending the Brand and
Other Strategies
•
Branding can be extended from one or more core
products to others. For example: one might offer
wealth management services and partner with other
service providers in insurance products, etc.
•
Partnerships and strategic alliances are ways of extending your brand and
gaining access to “warm leads” and pre-vetted future clients
•
White-labeling is another brand extension strategy where additional products or
services are offered from the outside but under the same brand.
•
Naturally, brand extensions must be logical and fit with the given brand and
business model but can provide additional revenue streams

13. Converting Chaos to Calm

14. Social Media Jargon