This document outlines a social media marketing plan for Treysta Wealth Management. The objectives are to grow Treysta's social media presence and audience awareness, increase engagement with their digital audience, and change their perception from "financial managers" to "financial life managers." The plan identifies Facebook, LinkedIn, and Twitter as key channels and provides details on target audiences, posting frequencies, positioning, key messages, and content types for each. It also provides ideas for growing audiences and engaging followers across channels through organic and paid content.

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Social Media Marketing Plan
Project:Social Media Marketing Plan
Client: Treysta Wealth Management
Date: 27th
April 2015
CommunicationObjectives
1. Grow Treysta social media presence, audience andawareness
2. Increaseengagement withdigital audience
3. Changeperception: From‘financial managers’ to ‘financial life managers’
4. PutTreysta approachinbroader contextof changingfinancial world
Brand Values
1. Personable, understanding,empathetic
2. Knowledgeable, trustworthy,integrity
3. Honest andtransparent
Key Themes
 The Treysta Difference:Not your average wealth management co.:“Unlike the big banks…not
productpushers”
 The world offinancial management is changing.Be part ofthe change!
 TWM considersthe biggerpicture, factoringin personal aspirations, goals etc.
 TWM is pioneering this approachin Australia – thoughtleaders in the industry
 TWM is dedicated toclient goals
Tone of voice:
Personable, human,approachable,empathetic, measured
Channels
Facebook
 Older, more socially inclined, ‘softer’ audience (retirees, pensioners, pre-retirees)
 Preferssofter lifestyle content overhard core investment, business anddata content
LinkedIn
 Audienceis B2Band a few more sophisticated clients
 Contentpreference skewed toward companyand productnewsas well as industry leadership
Twitter
 Primary audience is sophisticated Treysta clients, industryleaders and press
 Contentpreference skewed towardindustry developments and challenging the status quo

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Channelspecifics
Audience Posting
frequency
Positioning Key messages Content
curated:own
Contenttypes
Facebook Older and softer
audience
2-3 times /
week
 Treysta are a new breed of
financial managers
 Treysta is understanding and
flexible and can help you
achieve financial freedom
 Treysta is a trusted aide to
their clients in all life’s ups and
downs
 Treysta maintains their focus
on true advice – not product
push
 Treysta challenges the status
quo and pushes the entire
industry towards self-
reflection and reinventions
 True wealthis about more than just
money
 Success looks different for everyone
and depends on your priorities
 Treysta can help understand what
drives your happiness and map out a
plan to achieve this
 The world of financial advice is
changing, and Treysta are leading
the charge
 Clients deserve objective advice
from a trusted source
70:30 Case studies
Snackable stats
Infographics
Cartoons
Testimonials
LinkedIn B2B
Sophisticated clients
2 times /
week
50:50 Articles
Infographics
Images
Videos
Case studies
Top 10's
Testimonials
Twitter Sophisticated clients
Press
Industry contacts
Daily 80:20 Statements/opinions
Images
Statistics (graphic)
Retweet w/ comment
Questions

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Growing and engaginga socialmediafollowing
Core toeach channel is the development of quality organic contentthat resonates with the target
audience
Facebook
 Leverage ownchannels incl.newsletters, website, email signatures, collateral
 Create engagement through communitybased content
 Encouragediscussionsandcontributions
 Sponsoredstories andtargeted ads
LinkedIn
 Leverage ownchannels incl.newsletters, website, email signatures, collateral
 Leverage IP and partner channels
 Engagement with key influencers throughcomments,tagging and questions
 Staff sharingcompanyposts to their networks
 Sponsoredstories andtargeted ads forstrongcontentthat performswell
Twitter
 Leverage ownchannels incl.newsletters, website, email signatures, collateral
 Leverage IP and partner channels
 Staff retweeting and favouritingcompanytweets
 Grow followingthroughhashtags and follows,sponsoredstories and ads
 Engage with influencersthrough:
o Tagging
o Hashtags
o Questions
Content format ideasacrossallchannels
1. RepurposeFact-Sheets,draw outinteresting stats and facts
2. Snack-able stats, quotes andstatements, graphically represented (drawnfromfactsheets)
3. Snack-able quotes andstatements
4. Case studies
5. Testimonials
6. Cartoons(eg Fridayfunny,behavior gap)
7. Top 10s
8. Articles
9. White papers
10. Videos
LinkedInhashtags to followand engage with
#moneymanagement
#investing
#RoboAdvisor
#property

4. 4
#retirement
#FinancialServices
#FinLife
#smsf
#fintech
#disruption
#PersonalFinance
#warrenbuffet
#PENNYSTOCK
Twittersources
Key Influencers(Klout Ranking)
Christine Luken @FinLifeGrd(42)
Michael Kay @FinLifeFocus(59)
Money Management International @moneymanagement (53)
FinanceTrends @ FinanceTrends(51)
Finanacial Planning@finplan (61)
Financial Planning@FPSC_Canada(50)
Investor’sBusiness Daily @IBDinvestors(70)
Investools@investools (69)
FP Investing@fpinvesting(59)
FinancialLife Planners
IFA Magazine@IFA_AU
Carl Richards@behaviorgap
Keith Peel @keith_peel
Daniel Egan @daniel_egan
Petra Regoort@PetraRegoort
Defaqto Adviser@DefaqtoAdviser
PerfectClient @PerfectClient50
PaulArmson@InspiredAdviser
Grant Burger@TangibleAlpha
James O’Reilly @jamesporeilly
FinancialPlanningGuy@finplanguy
United Capital @ United_Capital (46)
Ronald Sier @Ronald_Sier
Joe Duran- @DuranMoney(49)
RaymondJaramis -@RayJAdviser
Mark Nagle - @MNAdviser
Partners(IA/IP)
LinkedInGroups toengage with
The Financial Services Network
Wealth Management
Financial PlanningMagazine
Financial PlanningAssociation
Money Management Australia
Personal FinanceandInvestments
Investment Management Professionals
Money Management Institute

5. 5
Wealth Management Advice
Private Banking andWealth Advice
LinkedInInfluencersto engage with
James Caan CBE(2.5Million followers):Serial Entrepeneur and Investorin People withPassion
T. BoonePickens (1.3Million followers):Founder,Chairman andCEO at BP Capital
Sallie Crawcheck(850k):ChairEllevate Network and Ellevate Asset Management
JohnA Byrne (550k):FastCompany& BusinessWeek FormerEditor
Reid Hoffman(500k):Entrepeneur
Larry Fink(450k):Chairmanand CEOat Blackrock
Jim Cramer: (200k) InvestorandMedia Personality
Steven Sinofsky (250k):EIRBoardPartnera16z,HarvardBusiness School
Jean Chatzky(200k):FinancialEditorat NBC’sToday Show
Ray Dalio (150K):Chairman& Chief InvestmentOfficerat BridgewaterAssociates L.P.