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.

1. Business Development Institute, April 14, 2011
Financial Services Social Communications: Leadership Forum
Case Study - Transitioning from
Traditional to Social / Web 2.0
Communications
Twitter
@fwany
@joycemsullivan
Joyce Sullivan
Board Director, Financial Women’s Association
Co-Founder, FWA Communications & Digital Media
joyce@joycemsullivan.com
FWA.org

2. The Financial Women’s Association is the leading professional organization
that connects, educates and advances women in business and finance.
Founded in 1956
8 women on Wall Street met to share professional experiences
Non-profit organization
Leadership development / mentoring / financial literacy / microfinance
Financial services professional development / industry advocacy
1,000 members worldwide – senior leaders - women and men
120 Events held annually
38 Committees
2 New Committees in 2010-2011
Communications & Digital Media
Men’s Alliance
@fwany
Off the Job Training for On the Job Success
@joycemsullivan

3. Traditional Communication – Web 1.0
Basic Website
Event Listing and Online booking
Online member directory
Online event payment
Initial social communication governance
Movement to Social Communication – Web 2.0
Outside competitive forces
other organization offering similar professional / networking services
Expense management; how to reduce operating expenses using new tools
Senior management – established executives / traditional communication
Emerging leaders – grew up with Web 2.0 / social communications
Membership retention challenges / growth opportunities
Social media compliance / governance management
Leadership opportunities to move organization to social / Web 2.0
@fwany
@joycemsullivan

4. http://fwa.org Web 1.0
@fwany
@joycemsullivan

5. Movement toward Web 2.0
@fwany
@joycemsullivan

6. FWA Communications and Digital Media – Social Communications Sites
FWA LinkedIn – Members Only: April 2008
Direct Outreach: New FWA Members received invite to join member group
Custom training offered to FWA Leadership and Committee Chairs
FWA Twitter: November 2009
FWA Facebook Page December 2009
FWA LinkedIn Company Page: December 2010
@fwany
@joycemsullivan

7. Credit: Cornelia-Levy Bencheton @bencheton

8. Credit: Jean Cleary @JeanCleary

9. What Are We Tweeting?
Events and news
Press
Member achievements
Retweets
Reasons to join
Credit: Kathryn Lineberger @finanSTYLE

10. Credit: Cornelia-Levy Bencheton @bencheton

11. Credits: @bencheton @JeanCleary @finanSTYLE

12. Transitioning - Traditional Communications to Social Communications
Look for opportunities to introduce social communications
Event promotion, membership drives, student recruitment, networking
Embrace your existing audience / members
Look at staff / members backgrounds for areas of interest
Seek out and invite ‘early adopters / eager learners’ to join movement
Personally invite individuals to join your “working group”
Nurture top leaders / influencers to become conversant in social tools
It’s lonely at the top! Help a Financial Services Leader Learn Social Today!
Become working partners with your legal and compliance teams
Work with your legal and compliance partners in this evolving space
Recognize sponsors who are in the social communications space
Do you know if your key clients / sponsors use social?
follow / engage them; show you are listening and ‘get it’
Celebrate early successes
Advertise internally / externally social milestones
Continue to advocate / Change when needed @fwany
@joycemsullivan
Vision / Leadership / Patience

13. Business Development Institute, April 14, 2011
Financial Services Social Communications: Leadership Forum
Case Study - Transitioning from
Traditional to Social / Web 2.0
Communications
Questions? Twitter
@fwany
Thank you! @joycemsullivan
Joyce Sullivan
Board Director, Financial Women’s Association
Co-Founder, FWA Communications & Digital Media
joyce@joycemsullivan.com
FWA.org