The document outlines six principles for social media success in financial services: 1) Develop a strategic social media plan that is integrated into the company culture. 2) Build personal brands for employees. 3) Provide relevant, compelling content. 4) Leverage customers and crowdsourcing. 5) Educate employees on social media. 6) Analyze social media metrics and engagement. The presentation provides examples and recommendations for implementing each principle, and concludes by advertising additional webinars and resources from Actiance on social media compliance topics.

1. Six Principles for Social Success in
Financial Services
Joanna Belbey
Social Media and Compliance Specialist @belbey #BDI1
Confidential and Proprietary © 2012, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc.

2. Agenda
2 @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?
3 @belbey #BDI1

4. About Actiance
Enablement Market Leadership
• Unified Communications
• Collaboration
• Social Media 76%
• Social Business
• 5,000 Web Applications
North American Financial Services Market
Global Operations Partners
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5. 97.09% of people questioned in a survey said their
buying decisions are influenced by social groups.
@belbey #BDI1
Confidential and Proprietary © 2012, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc.

6. Social media usage
• A majority of respondents indicate using social
media for one or more business purposes.
SOCIA L MEDIA USAGE
For which of the following business
purposes do you use social media today?
Respondents
under 35 are more
likely to use social
media for business
purposes than
those 55 or older
(68% vs. 45%)
Base: all respondents in 2012 (1,428) and 2011 (1,597); multiple responses.
6 @belbey #BDI1

7. Social Media Maturity Curve
Early Majority
Early Adopters
• Corporate SM presence
• Corporate Presence • Social media usage
Early Consideration
• Acceptable use policy by distributed teams
• Some Corporate advisors
• Social media being
Presence
used by distributed • Acceptable use policy
Pre-Consideration • Banned/ restrictive teams/advisors • Next step, use social
• No Social Presence policy in place
• Need to: use social to to develop, strengthen
• Restrictive social • Pilot program for develop, strengthen relationships, for some
policy content distribution relationships, for also as a sales channel
might be in place some also as a sales
• No Social Tools • Previous concerns
• Need to: justify channel about IIROC and/ or
• Need to: identify
distributed teams impact of social media
options, best practices
usage overcome by market
acceptance and
demonstrable results.
7 @belbey #BDI1

8. Case Study: Wealth Management Firm (NJ)
• Outline
– LinkedIn Only
– Listening is Key, watching connections who matter
– Using Social as an integral element of communications mix to spot
change
• Real results
– LinkedIn Connection retirement status change = $2.75m account
acquisition
• Job Change noticed on Status Update = 401k rollover
• FA obtains 400 new prospects in Energy market
• New Commercial Account Opportunity through colleagues
LinkedIn Connections
8 @belbey #BDI1

9. Case Study: RW Baird
• Outline
– LinkedIn Already Available to 1200
– Veteran Advisers, tech savvy
– Authentic Content
• Real results
– @MaryS_rwbaird
• 51 followers
• 93 Tweets (at the time)
• $1m prospect
9 @belbey #BDI1

10. Close new business
At a marathon, a supporter, became a client.
10 @belbey #BDI1

11. Drive customer loyalty
and sends
A friend sees an owie,
a cure.
11 @belbey #BDI1

12. Leverage your connections
In a company building a closes business
town, network, for you.
12 @belbey #BDI1

13. e
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14. Risks of Using Social Media and Web 2.0
Data Leakage Incoming Threats Compliance & eDiscovery User Behavior
Personal Information SEC, FINRA
Employee Productivity
Intellectual Property Malware, Spyware HIPAA, FISMA
Bandwidth Explosion
Credit Card, Viruses, Trojans SOX, PCI, FSA
SSN Every employee is the
Inappropriate Content FRCP- eDiscovery
face of business
Client Records FERC, NERC
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15. Why is social important to 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
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16. Contact
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17. The Six Essential Principles for
Social Media Success
Confidential and Proprietary © 2012, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc.

18. Principle 1: Strategy
• Social media is just another way to broaden 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
content approvals
“Social Media is a part of the
mix, not the solution”
GARTNER
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19. 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
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20. 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
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21. 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
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22. Principle 5: Education
• 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 and maintain a network
• Integrate social media activities
• Analyze metrics to assess
engagement levels of network
• Adjust your social media program
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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
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24. Six Social Principles for Success
Create Integral Strategy Develop Personal Brand Crowdsource Content
Leverage Customers Educate and Train Measure & Analyze
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25. Actiance Webinar Wednesdays
• The Six Essential Principles for Social Media Success
• The Legal Issues of Social Media
• Social Media Best Practices- Implementation Checklist
• Social Networking USA- Compliance for FINRA Regulated
Organizations
• Social Networking USA- Compliance for SEC Regulated
Organizations
• Social Networking Canada- Compliance for IIROC Regulated
Organizations
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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
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27. Thank you
Joanna Belbey
Social Media and Compliance Specialist
Confidential and Proprietary © 2012, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc.