Case Study: The Six Essential Principles for Social Media Success in Financial Services Firms Presented by: Joanna Belbey, Social Media and Compliance Specialist, Actiance, Inc This session describes how to incorporate social media into client relations, sales, and extended marketing programs. The six basic principles that are essential for the success of any social media program will be covered, including how financial service firms can adopt these principles to achieve their own social media success. www.bdionline.com

1. Six Principles for Social Success in
Financial Services
May 17
Joanna Belbey
Social Media and Compliance Specialist
http://www.linkedin.com/in/belbey
@belbey
https://about.me/belbey
Confidential and Proprietary © 2012, Actiance, Inc.
All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc

2. Agenda
About Actiance
State of the Nation
Social Media Maturity Curve
Social Media – a Powerful Marketing Tool
The Six Essential Principles for
Social Media Success
Upcoming Webinars, Materials
@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?
@Belbey #BDI1

4. About Actiance
A decade of expertise, a history of firsts
Global Operations
• 3 US offices, three continents
• 210 employees
Dedicated Social Engagement Team
• Partnering: networks, platforms, service providers
• Regulators: FINRA, IIROC, FSA, SEBI…
• Best Practice enablement, education
Client Engagement
• 9 out of the top 10 US Banks, Top 5 CDN Banks
• 284 FINRA firms
• 84,000 Social Networking users under license
@Belbey #BDI1

5. Why Customers Select Actiance
“We chose Actiance because they had the resources and
partnering culture to help us with our long term strategy”
– VP Technology, Interactive Marketing, Top 3 Wirehouse
“Actiance’s platform allows us to execute our long term vision of
integrating our internal social platforms with consumer networks”
– SVP & CIO, Major Mutual Fund Company
“Socialite Enable and Engage offer the best mix of compliance and
marketing capabilities allowing our advisors to develop their
personal brands”
– Marketing Director, Top Regional Brokerage
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6. 97.09% of people questioned in a survey said their
buying decisions are influenced by social groups

7. State of the Nation
SOCIAL M EDIA USAGE
For which of the following business purposes do you use social media today?
@Belbey #BDI1
@Belbey #BDI1

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

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

10. Case Study: RW Baird
Outline Real Results
LinkedIn Already Available to @MaryS_rwbaird
1200 – 51 followers
Veteran Advisers, tech savvy – 93 Tweets (at the time)
Authentic Content – $1m prospect
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11. Social Media – A Powerful Marketing Tool
Proven to attract customer attention
Promotes customer loyalty
Enables companies to communicate with hundreds
of thousands of people at once
Increases opportunities for “viral” transmission
of information about you or your
services
Allows companies to interact
on a more personal level
with customers

12. The Advantages of Social Media
It’s free or relatively inexpensive
It’s interactive
It offers immediate, direct feedback
It’s adaptable

13. Slow Adoption by Financial Services Firms
Demanding oversight of online communications
are required (SOX, FRCP, GLBA)
Regulations governing electronic communications –
FINRA, SEC, IIROC, FSA, SEBI (record keeping,
advertising, suitability, supervision)
Fear of data leakage, malware and viruses
Banks, credit unions and brokerage houses are
typically slow to change
@Belbey #BDI1

14. 20% of enterprises that employ social
Media beyond marketing will lead their industries
in revenue growth by 2015. GARTNER, MAY 2011

15. So why is social important to us in 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
Based on 26,749 online adults, USA, Source: Forrester Research, June 2011
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16. The Six Essential Principles for Social Media Success

17. Principle 1: Strategy
Social media is just another way to broaden your 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 “Social Media is a part of the
content approvals mix, not the solution”
GARTNER
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18. 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
@Belbey #BDI1

19. 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

20. 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
@Belbey #BDI1

21. Principle 5: Education
Key Elements of a Social Media Training Program
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 a network
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22. Principle 5: Education (cont.)
Follow best practices to build out and maintain your
network
Integrate social media activities with corporate systems
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
@Belbey #BDI1

24. Six Social Principles for Success
Create Integral Strategy Develop Personal Brand Crowdsource Content
Leverage Customers Educate and Train Measure & Analyze
Norv Leong
Director, Product Marketing

25. Webinar Series for Marketers
Marketers Guide to Social Media in Financial Services
Financial Services Compliance
Social Media Human Requirements
The Risk of Doing Nothing
Social Media Best Practices Checklist

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

27. Thank You
Joanna Belbey
Social Media and Compliance Specialist
http://www.linkedin.com/in/belbey
@belbey
Confidential and Proprietary © 2012, Actiance, Inc.
All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc