Alan Maginn, Senior Analyst, Corporate Insight www.bdionline.com

1. SOCIAL TRENDS IN 2.23.2012
WEALTH MANAGEMENT
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2. AGENDA
 About Corporate Insight
 Social Media & Financial Services: A Historical Perspective
 Social Media in Wealth Management
 Facebook: Measuring Success of Your Social Outreach
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3. ABOUT CORPORATE INSIGHT
 Competitive intelligence and user experience research firm
serving the financial services industry
 Tracking social media since Spring 2008
 Published two industry-wide reports in ‘08 and ‘10
 Currently developing Social Media Leaders report
 Due out in March
 Ongoing updates
 http://www.corporateinsight.com/blog.html
 http://twitter.com/cinsight
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4. BACK IN 2008…
 Only 15% of financial services firms
had proprietary social media
offerings
 Firms were just starting to claim
their names on third -party
communities
 32% had Facebook pages
 15% had Twitter profiles
 Few firms had a definitive social
media strategy
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5. FACEBOOK PAGES: OCTOBER 2008
Brokerage Firms Banks and Card Issuers
45%
56%
Annuity Firms Mutual Fund Firms
17%
13%
% of Firms with Facebook Pages
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6. FACEBOOK PAGES: JANUARY 2012
Brokerage Firms Banks and Card Issuers
80% 82%
Annuity Firms Insurance Providers Mutual Fund Firms
79% 86% 46%
% of Firms with Facebook pages
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7. TWITTER PROFILES: OCTOBER 2008
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8. TWITTER PROFILES: JANUARY 2012
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9. SOCIAL TRENDS IN WEALTH
MANAGEMENT INDUSTRY
 Financial Advisors’ personal homepages are often used to
stimulate social networking
 Follow FA on Twitter, connect via LinkedIn, share the FA’s page on
Facebook, etc.
 FAs at major wealth management firms are using LinkedIn
 Useful for keeping up to speed on clients and their careers
 Valuable for prospecting, finding professional groups that fit the FA’s
target market (e.g., doctors)
 No need to generate steady stream of interesting content like Twitter
 FA Twitter pages also becoming more common
 The challenge is still compliance
 How can the FA be interesting with canned messages?
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10. SOCIAL TRENDS IN WEALTH
MANAGEMENT INDUSTRY
 Many retail brokerages and asset management firms now have
corporate Facebook and Twitter profiles
 Most major self-directed brokerages offer their own
communities to clients – no sign of similar efforts among
wealth management firms
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11. ADVISOR-FOCUSED SOCIAL EFFORTS
 Ameriprise Financial
 Morgan Stanley Smith Barney
 Raymond James
 RBC Wealth Management
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12. AMERIPRISE FINANCIAL
 LinkedIn-powered advisor
search tool
 Launched November 2011
 New spin on FA/branch locator
tool
 Designed for prospects but
also benefits advisors
 Still face several hurdles
 60-70% of FAs are on LinkedIn
but only 20% provide a link
from their personalized
website
 Questions about user ’s
willingness to sign into
Linkedin via a third-party site
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13. AMERIPRISE FINANCIAL
 “Share This Advisor ”
feature for Facebook on FA
homepage
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14. MORGAN STANLEY SMITH BARNEY
 Pilot program with FAs
on LinkedIn and Twitter
 600 out of 18,000 Fas
 Links on advisor
homepages lead to
their social media
profiles
 FA tweets are pre-
approved by
compliance, but
content isn’t stale
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15. MORGAN STANLEY SMITH BARNEY
 Tweets focus on:
 Current market events
 Re-tweets of news organizations
 Pre-approved product guides and
MSSB research
 Some personal observations, i.e.,
“lifestyle”
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16. RAYMOND JAMES
 All FAs can use Facebook,
LinkedIn and Twitter through
Actiance’s Socialite platform
 Advisors no longer limited to static,
pre-approved messages
 FAs post to Socialite rather than
to the individual social networks
 Socialite streamlines approval
process
 Distributes posts to major networks
 Stores messages for later retrieval
 Raymond James supplements
technology with training on how
to use social media
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17. RBC WEALTH MANAGEMENT
 Springboard website launched in
February 2011
 Initially conceived as a resource
to onboard new FAs
 Developed into a content
promotion site for advisors
 Videos feature first-hand, “real-
world” accounts from leading FAs
and branches
 Links to related sales content
 Ratings and comment features
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18. FACEBOOK: Adapted
MEASURING SUCCESS from our
Social
OF YOUR SOCIAL
Media
Leaders
Report
OUTREACH
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19. MEASURING SOCIAL SUCCESS
Audience Content
Engagement
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20. AUDIENCE
Facebook Fans
Industry Average
Industry Average (w/out top 10)
Annuity Firms
Banks & Card Issuers
Brokerages
Insurance Providers
Mutual Fund Firms
- 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000
January 2012
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21. AUDIENCE
Facebook Fans (without Banks & Card Issuers)
Industry Average
Industry Average (w/out top 10)
Annuity Firms
Brokerages
Insurance Providers
Mutual Fund Firms
- 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000
January 2012
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22. CONTENT
 Page Objective
 Wall Posts
 Applications and Other Pages
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23. PAGE OBJECTIVE
 General company pages
 Company mascot or spokesperson
 Discover’s Peggy
 E*TRADE’s Baby
 Progressive’s Flo
 Product-specific
 Chase Slate
 Geico Motorcycle
 Careers
 Other
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24. WALL POSTS
 Formal vs. informal tone
 Variation in content and style
 Website and other social
property content
 Product or service promotions
 Calls to action
 Direct questions
 Surveys
 Contests
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25. ENGAGEMENT
 Likes
 Comments
 Shares
 “ Talking About This”
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26. LIKES, COMMENTS & SHARES
90
80
70
60
50
40
30
20
10
0
Industry Average
Industry Average
(w/out top 10) Annuity Firms
Banks & Card
Shares/Post Issuers Brokerages
Insurance
Comments/Post Providers Mutual Fund
Firms
Likes/Post 26

27. “TALKING ABOUT THIS”
 Measures fan interactions
 Likes (page, posts and other content)
 Wall posts
 Comments
 Shares
 Mentions
 Check-ins
 Data from last seven days
 Refreshes Daily
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28. Q&A
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29. ALAN MAGINN
SENIOR ANALYST
CONSULTING SERVICES
AMAGINN@CORPORATEINSIGHT.COM
212.832.2002 EXT.116
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