It is no longer a choice but now "table stakes" to maintain a digital/social media presence to provide content to your clients, prospects and referrals while also attracting end HNW investors and potential referral sources.
Here is how...
CFA Institute Wealth Management Conference 2013April Rudin
Here are my slides from my recent presentation on Digital Strategies In The HNW Financial Advisory Practice. Here is a link to my live presentation: http://new.livestream.com/livecfa/Rudin
A presentation made by Caroline Baxter at the December meet-up for Brighton Social Media.
Caroline's presentation discusses:
* How ‘Traditional Demographics’ for campaigns are no longer relevant.
* How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
* Where we can look for demographics of the future.
* What metrics we can integrate into campaigns today, to better target the behaviour of purchasers of the future.
UNLEASH is a global initiative that brings together young leaders, experts, and entrepreneurs to develop innovative solutions to the 17 UN Sustainable Development Goals.
Our mission is to empower and unite passionate youth and engage cross-sector partners to generate and grow solutions to achieve the SDGs.
We envision to be the most impactful youth innovation platform for the SDGs.
Social Media Marketing Presentation at the
- Brighton Social Media Meetup: http://lanyrd.com/2012/brighton-social-media-december-meet-up/
My presentation includes; How ‘Traditional Demographics’ for social media campaigns are no longer relevant.
How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
Where we can look for demographics of the future.
What metrics we can integrate into social media marketing campaigns today, to better target the behaviour of purchasers of the future.
Digital/Social Media For Your UHNW/HNW Advisory Practice - CFA Institute Weal...April Rudin
Why it's risky for UHNW/HNW Advisory firms NOT to have a digital/social strategy? Some of the topics addressed include: Why is digital/social media such a big deal, and why is it considered risky not to have a digital/social media strategy? Where and how should a busy charterholder leverage resources in an effective social/digital marketing plan? What are best practices for using LinkedIn, Twitter, Facebook, and blogs to create visibility among prospective clients and create community among clients?
Tu Bui • Transamerica Financial Advisors, Inc.
- Millennials and risk management by Katie Kuehner-Hebert
- High yield sector shows divergences
- Passionate about paying it forward (Nancy Hairsine, Foresters Equity Services, Inc.)
CFA Institute Wealth Management Conference 2013April Rudin
Here are my slides from my recent presentation on Digital Strategies In The HNW Financial Advisory Practice. Here is a link to my live presentation: http://new.livestream.com/livecfa/Rudin
A presentation made by Caroline Baxter at the December meet-up for Brighton Social Media.
Caroline's presentation discusses:
* How ‘Traditional Demographics’ for campaigns are no longer relevant.
* How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
* Where we can look for demographics of the future.
* What metrics we can integrate into campaigns today, to better target the behaviour of purchasers of the future.
UNLEASH is a global initiative that brings together young leaders, experts, and entrepreneurs to develop innovative solutions to the 17 UN Sustainable Development Goals.
Our mission is to empower and unite passionate youth and engage cross-sector partners to generate and grow solutions to achieve the SDGs.
We envision to be the most impactful youth innovation platform for the SDGs.
Social Media Marketing Presentation at the
- Brighton Social Media Meetup: http://lanyrd.com/2012/brighton-social-media-december-meet-up/
My presentation includes; How ‘Traditional Demographics’ for social media campaigns are no longer relevant.
How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
Where we can look for demographics of the future.
What metrics we can integrate into social media marketing campaigns today, to better target the behaviour of purchasers of the future.
Digital/Social Media For Your UHNW/HNW Advisory Practice - CFA Institute Weal...April Rudin
Why it's risky for UHNW/HNW Advisory firms NOT to have a digital/social strategy? Some of the topics addressed include: Why is digital/social media such a big deal, and why is it considered risky not to have a digital/social media strategy? Where and how should a busy charterholder leverage resources in an effective social/digital marketing plan? What are best practices for using LinkedIn, Twitter, Facebook, and blogs to create visibility among prospective clients and create community among clients?
Tu Bui • Transamerica Financial Advisors, Inc.
- Millennials and risk management by Katie Kuehner-Hebert
- High yield sector shows divergences
- Passionate about paying it forward (Nancy Hairsine, Foresters Equity Services, Inc.)
NYU Integrated Marketing Campaign Project. Client: The EconomistPatty Yunen Latour
As part of the core curriculum for the M.S. in Integrated Marketing at NYU-SCPS, students are required to take two campaign classes, one covering everything related to media buying and another covering creative strategy and execution. These two courses are designed to equip students with the needed skills to thrive in the "agency life".
This deck is my team's final project for these two classes. The client for the Summer 2012 semester was the "The Economist", the world news publication.
People are a community's greatest asset. They create growing, thriving, and sustainable places. People bring high caliber skills to markets and can help good communities become great communities. So what's your people strategy? Does your organization use workforce development or workforce attraction strategies to foster or find its people? This presentation defines each strategy and shows how both can be utilized for community success.
Abila User and Developer Conference 2016David J. Neff
This is the keynote presentation from the Abila User and Developer Conference. It covers major trends in the nonprofit and association world. From the rise of the millennials, personalization to tracking your donors journey through your website.
Presentation prepared to assist small business owners in the Downtown Momence, Illinois Historic District to devise a low-cost marketing strategy in a challenging economic environment.
The Future is Now: Tomorrow’s Fundraising Models Starting TodayDavid J. Neff
#14NTCfuture
Online fundraising has changed tremendously over the past decade. The importance of social, mobile, and crowdfunding mean that what worked before might not work in the future. This session will focus on today's proven best practices and emerging online giving opportunities. We'll be showing real examples from real nonprofit organizations leveraging the real next generation of online fundraising options.
Mixing Business with Pleasure: How DMOs & EDOs Realize Ultimate Community Vit...Atlas Advertising
Understanding how destinations and economic development organizations are breaking down silos to strengthen individual industry efforts while simultaneously contributing to the success of the other
Crowdfunding your next Nonprofit or Social Enterprise ProjectDavid J. Neff
This is a presentation I gave at the State of the Arts : Strategies for the Future conference. It's a conference hosted for arts focused nonprofits, social entrepreneurs, and artists looking to make a difference in the State of Texas.
This 60 minute webinar delivered to eHome America Partner Agencies focused on finding effective and affordable ways to reach the next generation of potential homeowners.
In this session partner agencies learned about non-traditional approaches to social media that maximize exposure to their target audience, ways to spread their messaging across a variety of delivery formats and ways to effectively increase engagement and enrollment.
Making the JOBS Act Work: Mad Men Meet Wall Street Hedge Funds Can AdvertiseApril Rudin
Hedge funds, private equity groups and other private placements will soon be allowed to use social and traditional media platforms to create brand awareness through marketing their investment and managers to the generalized public. Here are best practices
NYU Integrated Marketing Campaign Project. Client: The EconomistPatty Yunen Latour
As part of the core curriculum for the M.S. in Integrated Marketing at NYU-SCPS, students are required to take two campaign classes, one covering everything related to media buying and another covering creative strategy and execution. These two courses are designed to equip students with the needed skills to thrive in the "agency life".
This deck is my team's final project for these two classes. The client for the Summer 2012 semester was the "The Economist", the world news publication.
People are a community's greatest asset. They create growing, thriving, and sustainable places. People bring high caliber skills to markets and can help good communities become great communities. So what's your people strategy? Does your organization use workforce development or workforce attraction strategies to foster or find its people? This presentation defines each strategy and shows how both can be utilized for community success.
Abila User and Developer Conference 2016David J. Neff
This is the keynote presentation from the Abila User and Developer Conference. It covers major trends in the nonprofit and association world. From the rise of the millennials, personalization to tracking your donors journey through your website.
Presentation prepared to assist small business owners in the Downtown Momence, Illinois Historic District to devise a low-cost marketing strategy in a challenging economic environment.
The Future is Now: Tomorrow’s Fundraising Models Starting TodayDavid J. Neff
#14NTCfuture
Online fundraising has changed tremendously over the past decade. The importance of social, mobile, and crowdfunding mean that what worked before might not work in the future. This session will focus on today's proven best practices and emerging online giving opportunities. We'll be showing real examples from real nonprofit organizations leveraging the real next generation of online fundraising options.
Mixing Business with Pleasure: How DMOs & EDOs Realize Ultimate Community Vit...Atlas Advertising
Understanding how destinations and economic development organizations are breaking down silos to strengthen individual industry efforts while simultaneously contributing to the success of the other
Crowdfunding your next Nonprofit or Social Enterprise ProjectDavid J. Neff
This is a presentation I gave at the State of the Arts : Strategies for the Future conference. It's a conference hosted for arts focused nonprofits, social entrepreneurs, and artists looking to make a difference in the State of Texas.
This 60 minute webinar delivered to eHome America Partner Agencies focused on finding effective and affordable ways to reach the next generation of potential homeowners.
In this session partner agencies learned about non-traditional approaches to social media that maximize exposure to their target audience, ways to spread their messaging across a variety of delivery formats and ways to effectively increase engagement and enrollment.
Making the JOBS Act Work: Mad Men Meet Wall Street Hedge Funds Can AdvertiseApril Rudin
Hedge funds, private equity groups and other private placements will soon be allowed to use social and traditional media platforms to create brand awareness through marketing their investment and managers to the generalized public. Here are best practices
Social intelligence and marketing strategy, presented by Jessica WilliamsSocialMedia.org
In her Brands-Only Summit Pre-Conference presentation, Visa's Jessica Williams explains how Visa uses social listening and analytics to help enhance traditional research projects.
She talks about the three core segments their analytics are focused on: small business owners, developers, and the affluent audience.
Social Media Publishing for Investment ProfessionalsIR Smartt Inc.
The following is an excellent Whitepaper from @Finmaven
Financial communication is an area of continuous technological transformation. Throughout history, banks, public companies, financial firms, and exchanges have evolved to incorporate new tools for information sharing. With the advent of social media we are witnessing the latest iteration of communication methods and it is transforming the way we do business yet again.
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
An insight report. Dive into a new world of youth...Research shows that many of the generalisations about “Youth” beloved by the media are based on hearsay. Young adults are pragmatic, but they’re also
anxious about security – whether this is provided by their parents, a partner, or close friends. They crave real, meaningful human interaction, and prefer a good conversation to wanton hedonism.
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
3. About The Rudin Group
• Integrated marketing, branding and communications
strategies for the financial services industry.
• Helping UHNW / HNW community create client
acquisition plans that take advantage of next generation
digital platforms and communications.
Challenging “Business as Usual” Practices
3
4. April Rudin
•Financial Services Industry Marketing Consultant
•Ultra-High-Net Worth / High-Net Worth Sector Specialist
•Digital and Social Media Engagement and Client
Acquisition Expert
• Multi-Generational Communications and Media Relations
Strategist
• Frequent contributor to national media outlets including
The Huffington Post, BusinessWeek, Bloomberg, Reuters,
Fundfire, Family Wealth Report and AssetTV
•High-Net Worth Advisory Board Chair for The Hedge Fund
Association (HFA)
CONSULTANT TO THE STARS
OF THE FINANCIAL SERVICES INDUSTRY
4
5. Our Agenda
• Why You Can’t Wait
• The Risks and Causes of Inaction
• Allocating Resources
• Best Practices in Social Media
• What’s Next?
Social Media Strategies
For CFAs:
5
6. Targeting & Messaging
6
Most Financial Services Marketing Campaigns Are
Targeted Specifically to “Boomers”
•80 million baby-boomers in 2004 worth an estimated $59 trillion
•Estimated $46 million by 2018 and continue to trend downward
•Gen-X (estimated 45 million) and Gen-Y (estimated 60 million) worth $10 trillion
in 2004 and their combined wealth is predicted to be at least $28 trillion in 2018
7. How Did CFA Find April Rudin?
• Thanks to @LaurenFosterNYC
• @LenCosta3rd
7
8. Get a “FaceLift”
8
Don’t be invisible to
Next Gen prospects:
Change the style, method and tone you use
to present yourself and your firm online.
Baby boomers ask friends for referrals and
then act on the advice. Gen-X/Gen-Y will
ask for the same types of referrals from
friends, but do their own research on the
Internet as well!
9. Characteristics of the
Young and Wealthy
Value transparency, community and mobile
convenience
Trust friends more than their parents
Eager to rate their advisors and others
Don’t trust the “suits”
Ready to take advantage of
affinity investment opportunities
9
10. Findings on Gen D
10
Source: “Accenture Wealth and Asset Management Services Market Research: Understanding the Generation D Investor and
Advisor (Jan. 2013)”
75 MM people in the US belong to “Generation D”, a
behaviorally defined group with higher income, assets,
and education who:
–Are deeply “digital”, integrating online & social tech into their lives
–Are active investors
–Are striving to cultivate, maintain and pass along wealth
•Unsurprisingly, Gen D is somewhat distrustful of the financial community, banks, and
advisors given the state of the economy and, most importantly, their inability to
understand how the crash happened in the first place.
–Many have come to believe that Financial Advisors (FAs) are simply salespeople pushing
the products that make their employers the most money, as opposed to the products that
would most help their clients
11. More on Gen D
11
•Nevertheless, they realize that investing is the “only
game in town” – there is no other means to create,
maintain and pass along wealth
•Gen D consists of Boomers, Gen Xers and Millennials.
This provides a mechanism for projecting towards
future need states of Gen D (Cohort Analysis), as a the
differences in age groups are clues to both how
cohorts are likely to change over time, and how
population wants, needs and goals are likely to
change as younger cohorts become more dominant
12. And They’re Ready to Take
Control
12
Baby-boomers(your clients) are
transferring over $40 trillion to
younger generations over next
several decades
Wealth is being transferred to
young people earlier than it
was to previous generations.
They are richer AND younger
13. A Sector in Denial
13
Recently, I polled an audience of wealth
managers and asked their opinion on
whether next-gen wealth will abandon their
parents’ advisors….
Over 90% said “No!”
14. All Evidence to the Contrary
14
98% Of New
Wealth Inheritors
Change Advisors
According to:
16. Boomers Talking to Boomers
Baby Boomers (ages 55 +)
remain the largest group of
wealth holders.
Established baby boomer
wealth professionals are
typically the ones with the
biggest book of business
16
17. Boomers Have Different Values
• They value trust, loyalty and
long-standing relationships
• Represent 70 percent ($7
trillion) of total U.S. household
net-worth
• Watch more TV than any other
demographics
• Boomers value experience over
product, need to know
functional outcomes
17
18. The Same, But Different…
• Boomers are apt to rely on personal referrals rather than
perform actual research (conversation, email, or
traditional print media)
• If friends “like” it they will, not inclined to seek outside
opinions
• Boomers value experience over product, need to know
functional outcomes
•Boomers lag in mobile 25% own
smart phones or tablets in 2011
•Expected to grow to 39.8% in 2015
18
21. So What’s the Hold Up?
21
Are you a Flintstone or a Jetson?
Capture the Attention of
“Generation D”
22. Help Me To Understand?
• Amplification of targeted
messages/measurement and refine
• Brand Differentiation both firm/personal
• Enhanced Visibility/Name Recognition and
Value Props
• Targeted Client acquisition and leveraging
the “Money In Motion”
22
23. How Allocations of Marketing
Resources Have Changed
23
Source: www.therudingroup.com
24. Today’s Fads Are Tomorrow’s
Trash
• Keep pace with
innovation
• Focus on how
technology changes
how people
communicate
• Technology bridges
generations
emergence of “Gen D”
24
25. The Social Media Imperative
Source: Copyright Spectrem Group 2013
UHNW = Net worth of between $5 million and $25 million
HNW = Net worth of between $1million and $5 million
Blog
25
47% of UHNW
56% of HNW
32% of UHNW
31% of HNW
8% of UHNW
8% of HNW
Regularly read blogs that
pertain to financial topics
19 % UHNW 16% HNW
26. How is Social Media Used?
Source: Spectrem Group 2013
Younger UHNW investors are
more inclined to use social
media as a communication tool
and read their advisors’ blogs
•More than 25% of those
under age 44 would follow
an advisor on Twitter.
•More than 40% would read
corporate blogs
•Over 30% rely more on
social media for information
than on traditional channels
26
27. Generational Use of
Social Networks
Source: Pew Research Center/American Life Project
27
86% of 18-29 year-olds use social media
Over 70% of 30-49 year-olds use social
media
50% of 50-64 year-olds use social media
28. What Platforms Are Musts?
28
Platform Unique Factors Strategies and Best Practices
LinkedIn Business networking and relationship building,
introductions
Structuring your profile and joining groups
Facebook Small Business/Personal branding/Consumer brands B to C, Business pages
Twitter Opportunistic, newswire, short burst in real-time Aggregating and curating content to attract
YouTube Most Authentic
Teach and Learn
Look + Listen
In five years, all websites will be video
Google+ Feasting on SEO and Adword content Struggling to be all things
Blogging Thought-Leadership + POV, Complex ideas Content + opinion;
Commenting and engaging with others
29. Primary Challenges to
Social Media Marketing
• Industry / Organizational Inertia
• Available Resources
• Compliance Culture
• Reputational Risks
29
30. Social Media Excuses are
Actually Motivations
30
“I don’t understand the benefits”
“We don’t have the resources”
“Our clients don’t use social media”
“We don’t have established policies and
procedures in place”
“It exposes firm to undue reputational risk”
31. The Risks of Inaction
31
Diminished or no brand visibility
“Who were you again?”
Outmoded approaches to client
acquisition
32. More Risks of Inaction
32
Inadequate distribution of promotional and thought
leadership materials:
Reduced market share –
possibly all the way down to none
Business attrition:
33. Financial Advisors ≠Business Dev
• How can you effectively use strategies and tactics to get inbound relevant leads?
What is the best way to gain referrals and create a prospect pipeline?
33
34. Has the Ship Sailed?
Yes. Sort of. Many firms should
pivot toward attracting new
clients rather than focus on
developing Next Gen
relationships with existing ones.
Now is the ideal time to revamp your overall marketing to
capture market share during a period of unprecedented
generational wealth transfer.
34
35. Strategic Client Acquisition
1. Look at your brand, its elements
and your own firm’s differentiators
2. Determine your own unique
differentiators = messaging
3. Target messages and activities by
client type or persona
4. Design a social media strategy
and detailed plan with
accountability and timing
5. Execute the plan and monitor its
progress. Make changes where
necessary.
35
36. Active Engagement
vs. Passive Profiles
• Integrate with offerings and focus on firm activities
• Share successes via amplified social media platforms
• Lather…rinse…repeat.
36
37. Creating a Referral Network For
UHNW / HNW Client Acquisition
Non-profits
T&E Attorneys
Real Estate
Attorneys
Matrimonial
Attorneys
CPA Firms
CFA
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38. Where it Can Go Wrong –
HNW Social Media Miscues
• Abandoned attempts at social media
• No plan in messaging
– not niche-oriented
• Inconsistent posting or blogging
• Too much original content and
not enough curated material
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