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Marketing and Social Media for Finance:
trading & Investment Industry:
Front Operations: Marketing Merlin
- Everything You Need to Know
How to leverage Marketing Strategy, Lead generation and tracking to get a
full scope customer acquisition and relation?
As digital and social evolves how can you get the best of your marketing,
media buying, SEO and social media activities to increase your sales and
retain customers, and make sure we build a strong data base and analytic
insights?
company&
Finance a new disruptive fintech world
Graphic by Kostas Peric
Finance
The new disruptive fast changing Fintech world
371 trading Startups – in Angelist average value $6.4M
1.A new (old) fintech world – but client is still first;
2.Clear definition of Business development and
ROI efforts,
3.Brand, content, SEO, social media - ROA
strategy
4.Infra-structure – analytics – data - data,
5.Lead generation and sales – measured work
planning.
6.Create an audience and retain it.
7.Be prepared for continuous disruption.
Marketing Strategy – Introduction – Foundations ideas
DNA – Set Up
1.Launch the brand, start the story – augment the reach;
Define geographies;
2.Core Messaging;
3.KPI - A company that is using it's technological strength, in ways that others can’t; 
to create a fairer smarter trader / investment house. 
Create nimble and efficient Operations:
1. strengthen digital infrastructure and team
2. Focus on content, thought leadership and Education
3. Bring in personalities and market strategist that can create more visibility, PR and Social
4. Market products that are evidence of the company strengths
Project management - Media buying operations
1.Focus on leveraging Earned Media and being tactical;
Create Original Content, PR;
Social Media focus;
2.Grow Brand Equity personality, consistency and have real faces – create personalities
Marketing Strategy – Foundations
1. Define clear targets and expectations;
2. Have a clear communication between the different teams;
3. Make sure the campaign reaches clears goals understood by
all the team;
4. Define clearly who does what;
5. Define resources and project management;
6. Follow the internal guidelines;
7. Ensure what to do and not to do;
8. Canonize and standardize the way the brand / products /
services is / are being perceived across multiple social media
channels;
9. Efficient cross-efforts and division of tasks;
10. Effective tracking of activities and analytics.
Marketing Strategy – Introduction – Foundations ideas
Business Development
– Community matrix
Identify traders and
investors networks and
engage them: online
and offline
Attract & engage using
earn media + referral
programs
Create customised events
with industry respected
trading thought leaders and
partners.
Increase awareness of brand
& value prop close to media
and trading hubs
Highlight multi asset strategy
with specific digital program
and webinars
Map end users and their
different audiences. Create
Marketing channels for each
group
Highlight and
Leverage Tools, and personal
reporting as a key
differentiator
Work in tailored packages for
each client and focus on a
relationship program
Define engaging regular
content & pipeline of action
Run strong content program
& education efforts
underlined by SEO+ social
media
Use mentor programs to
leverage demos leading to
acquisition
Build easy to use user journey
and create calls to action that
create stickiness
Build an exclusive Elite trader
elite focus on have highlight
personalities
Create retainer program &
Premium Client position club
Strategy for top ones
Define an aspirational
investor / trader
approach
Digital and social media listening - Strong position from day one
Step by step brand and digital credibility building
Own & Earn media
Analytics & CRM set up;
Set goals & metrics
Define type of content & long tail industry / sector / product position
Education
Product
Resources
E-BUSINESS
STRATEGY
ORGANISATIONAL
READINESS
DELIVERY AND
APPLICATION
LEARNING
SOLUTION PLAN
BRAND &
BUSINESS E-STRATEGY:
determine and focus a
strong and medium
long term strategy and
growth/directional
options are paramount
for success.
KNOW YOUR
EMPLOYEES, PRODUCTS,
AUDIENCE AND
COMPETITORS:
assessment of
organisational readiness
- IT infrastructure,
learning, information
assets, roles, skills &
competencies.
BRAND/DESIGN
ARCHITECTURE:
brand building / PR /
communication built to
meet strategy +
organisational features:
everything needs to
work with clear
information assets &
particular
people/business needs.
PLAN AND SET CLEAR
GOALS + STEPS:
the right analysis, impact,
change/risk management
plan is key for business,
company culture, learning
environments, IT
infrastructure: in other
words, a comprehensive
plan for business' success
Step by step brand and digital credibility building
YOUR BRAND
Media buying – Earn Media – Own media
Graphic source Edelman Digital / David Armano
Digital versus non digital
What to
Measure
What? How? KPIs
Inputs
• SEO and content reach
• Press releases
• Social media
• Interviews
• Contributed articles
• Create traffic and retention of
audience
• 360 Analytics
• Identify audience and
business targets
• Identify influencers
• Create spokesperson
• Engagement
• Community analysis
• Regular content
• Social media daily activity
• 1-2 press releases per month
• 2-3 interviews per month
Outputs
• Coverage
• 3rd
party references
• Social media growth
• Lead generation
• Sales
• 360 Analytics
• 360 Analytics
• Engagement
• Community analysis
• Create a lead and sales
process
• 3-5 pieces per month
• Augment brand reach and lead
generation
• Push influencer reach
• Drive sales and business
Out-takes
• Create brand awareness
• Perception change in
audiences and media
• Lead generation
• Sales
• Partnerships and loyalty
• Market research/ focus
groups
• 360 Analytics
• Engagement
• Community analysis
• Augment brand reach and lead
generation
• Push influencer reach
• Build community and
engagement
• Drive sales and business
Outcomes
• Study Behaviour
• Understand where to position
and push business
• Build sales process and
pipeline
• Acquire new leads
• Retention
• Company sales statistics
• Econometric links to other
measures above
• Analytics and CRM process
– client journey
• Augment brand reach and lead
generation
• Push influencer reach
• Build community and
engagement
• Drive sales and business
Building blocks of digital / enterprise organisation
Maintain all profiles with the same look and feeling;
Establish visual identity and texts, links;
Establish vanity URLs;
Establish the responsible for management of each channel and the guidelines;
Create internal awareness close to employees about channels and code of conduct;
Target clear segments such as Switchers. Define a message that highlights advantages of using your brand.
Twitter
Structure of Social Media execution
Target Landing Page and KPIs
Facebook Google+ LinkedIn
3/4 times a day;
2 brand 2 market other
market news + general
product or campaigns
3 times a day;
1 brand 2 market other
market news + general
product or campaigns
3 times a day;
1 brand 2 market other
market news + general
product or campaigns
2 times a day;
1 brand 1 market other
market news + general
product or campaigns
Team manages posting
tweets;
One person builds the
follower growth,
promotions and
engagement strategy
Team manages
posting;
One person builds the
follower growth,
promotion and
engagement strategy
Team manages
posting;
One person builds the
follower growth,
promotion and
engagement strategy
Team manages
posting;
One person builds the
follower growth,
promotion and
engagement strategy
Specific message, content and Social media campaign
promote product
awareness, grow 500
quality followers month
and get engagement
promote product
awareness, grow 1000
likes month and get
engagement
promote product
awareness, grow
followers and get
engagement and SEO
value
promote product
awareness, get
engagement and traffic
Types of Brand and PR Push approach
20
Brand push,
blogs and
finance
influencers
reach
“Product PR”:
Engagement
Brand
“Story”
Objectives Tactics Spokespeopl
e
• Raise brand awareness
• Position spokespeople as industry
experts
• Reach
• Specific audience experts
• Corporates
• HNWI
• World Bank
• Key media and players
• International players with liaison
with brand and team
• Rapid response programme
• Media tour
• roundtable/panel debate
• Calendar hooks
• Broadcast
• Social media push and integration
Key
stakeholders
• Highlight product and position
differentiators
• Segment in difference to
competitors
• Retain and acquire users
• Increase share of downloads and
licensing
• Press releases
• Articles
• Case studies
• Third-party comparison surveys
• White papers
Key
stakeholders
• Demonstrate the unique
strengths and key principles
• Build community
• Engage with children, parents
and education
• Profile pieces e.g. local press and
international media such as FT, WSJ,
World Banker Blogs
• Contributed articles
• Guest blogging
Key
stakeholders
General marketing - lead generation logic
Segmentation – what’s important for the individual
Social media channels - activity - engagement
Which services are the most attractive for traders?
What attracts traders / investors
Brand - trust
Price – regulation
Web responsiveness UX - UI
Graphic source Edelman Digital / David Armano
Business alignment – internal & external
What sources do people trust
MEASURE ROIHERE
$$$$$
INVESTMENT ACTION
BRAND
REACTION
SEO - PR
NON-FINANCIAL IMPACT
$$$$$
FINANCIAL
IMPACT
WHAT GOALS
Short, medium, long
term
WHAT GOALS
Short, medium, long
term
MEASURE ROA RETURN ON ATTENTION
ENGAGEMENT – SOCIAL MEDIAENGAGEMENT – SOCIAL MEDIA
PRODUCTS
CONTENT
INTERNAL <-> EMPLOYEES <-> EXTERNALINTERNAL <-> EMPLOYEES <-> EXTERNAL
PEOPLE - INTERNAL COMMUNICATION –
LEGAL - GUIDELINES
MEASURE CUSTOMERS
REACTIONS – ANALYTICS CRM
ROI versus ROA cycle - process
THOUGHT LEADERSHIP PLATFORMS.
PREMIUM CONTENT – TEXT AND VIDEO.
TAILORED BOUTIQUE CONSULTANCY
DIGITAL DEVELOPMENT 360:
SEO, SOCIAL, WEB, LEAD GENERATION
MOBILE AND APPS
INNOVATION AND SEO PLUS SOCIAL MEDIA DNA
PROPRIETARY TECHNOLOGY – ALGORITHMS AND IP SOCIAL TOOLS

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Marketing social media for trading investmen industry Dinis Guarda

  • 1. Marketing and Social Media for Finance: trading & Investment Industry: Front Operations: Marketing Merlin - Everything You Need to Know
  • 2. How to leverage Marketing Strategy, Lead generation and tracking to get a full scope customer acquisition and relation? As digital and social evolves how can you get the best of your marketing, media buying, SEO and social media activities to increase your sales and retain customers, and make sure we build a strong data base and analytic insights?
  • 4. Finance a new disruptive fintech world Graphic by Kostas Peric Finance
  • 5. The new disruptive fast changing Fintech world
  • 6. 371 trading Startups – in Angelist average value $6.4M
  • 7. 1.A new (old) fintech world – but client is still first; 2.Clear definition of Business development and ROI efforts, 3.Brand, content, SEO, social media - ROA strategy 4.Infra-structure – analytics – data - data, 5.Lead generation and sales – measured work planning. 6.Create an audience and retain it. 7.Be prepared for continuous disruption. Marketing Strategy – Introduction – Foundations ideas
  • 8. DNA – Set Up 1.Launch the brand, start the story – augment the reach; Define geographies; 2.Core Messaging; 3.KPI - A company that is using it's technological strength, in ways that others can’t;  to create a fairer smarter trader / investment house.  Create nimble and efficient Operations: 1. strengthen digital infrastructure and team 2. Focus on content, thought leadership and Education 3. Bring in personalities and market strategist that can create more visibility, PR and Social 4. Market products that are evidence of the company strengths Project management - Media buying operations 1.Focus on leveraging Earned Media and being tactical; Create Original Content, PR; Social Media focus; 2.Grow Brand Equity personality, consistency and have real faces – create personalities Marketing Strategy – Foundations
  • 9. 1. Define clear targets and expectations; 2. Have a clear communication between the different teams; 3. Make sure the campaign reaches clears goals understood by all the team; 4. Define clearly who does what; 5. Define resources and project management; 6. Follow the internal guidelines; 7. Ensure what to do and not to do; 8. Canonize and standardize the way the brand / products / services is / are being perceived across multiple social media channels; 9. Efficient cross-efforts and division of tasks; 10. Effective tracking of activities and analytics. Marketing Strategy – Introduction – Foundations ideas
  • 10. Business Development – Community matrix Identify traders and investors networks and engage them: online and offline Attract & engage using earn media + referral programs Create customised events with industry respected trading thought leaders and partners. Increase awareness of brand & value prop close to media and trading hubs Highlight multi asset strategy with specific digital program and webinars Map end users and their different audiences. Create Marketing channels for each group Highlight and Leverage Tools, and personal reporting as a key differentiator Work in tailored packages for each client and focus on a relationship program Define engaging regular content & pipeline of action Run strong content program & education efforts underlined by SEO+ social media Use mentor programs to leverage demos leading to acquisition Build easy to use user journey and create calls to action that create stickiness Build an exclusive Elite trader elite focus on have highlight personalities Create retainer program & Premium Client position club Strategy for top ones Define an aspirational investor / trader approach
  • 11. Digital and social media listening - Strong position from day one Step by step brand and digital credibility building Own & Earn media Analytics & CRM set up; Set goals & metrics Define type of content & long tail industry / sector / product position Education Product Resources
  • 12. E-BUSINESS STRATEGY ORGANISATIONAL READINESS DELIVERY AND APPLICATION LEARNING SOLUTION PLAN BRAND & BUSINESS E-STRATEGY: determine and focus a strong and medium long term strategy and growth/directional options are paramount for success. KNOW YOUR EMPLOYEES, PRODUCTS, AUDIENCE AND COMPETITORS: assessment of organisational readiness - IT infrastructure, learning, information assets, roles, skills & competencies. BRAND/DESIGN ARCHITECTURE: brand building / PR / communication built to meet strategy + organisational features: everything needs to work with clear information assets & particular people/business needs. PLAN AND SET CLEAR GOALS + STEPS: the right analysis, impact, change/risk management plan is key for business, company culture, learning environments, IT infrastructure: in other words, a comprehensive plan for business' success Step by step brand and digital credibility building
  • 13. YOUR BRAND Media buying – Earn Media – Own media
  • 14. Graphic source Edelman Digital / David Armano Digital versus non digital
  • 15.
  • 16.
  • 17. What to Measure What? How? KPIs Inputs • SEO and content reach • Press releases • Social media • Interviews • Contributed articles • Create traffic and retention of audience • 360 Analytics • Identify audience and business targets • Identify influencers • Create spokesperson • Engagement • Community analysis • Regular content • Social media daily activity • 1-2 press releases per month • 2-3 interviews per month Outputs • Coverage • 3rd party references • Social media growth • Lead generation • Sales • 360 Analytics • 360 Analytics • Engagement • Community analysis • Create a lead and sales process • 3-5 pieces per month • Augment brand reach and lead generation • Push influencer reach • Drive sales and business Out-takes • Create brand awareness • Perception change in audiences and media • Lead generation • Sales • Partnerships and loyalty • Market research/ focus groups • 360 Analytics • Engagement • Community analysis • Augment brand reach and lead generation • Push influencer reach • Build community and engagement • Drive sales and business Outcomes • Study Behaviour • Understand where to position and push business • Build sales process and pipeline • Acquire new leads • Retention • Company sales statistics • Econometric links to other measures above • Analytics and CRM process – client journey • Augment brand reach and lead generation • Push influencer reach • Build community and engagement • Drive sales and business
  • 18. Building blocks of digital / enterprise organisation
  • 19. Maintain all profiles with the same look and feeling; Establish visual identity and texts, links; Establish vanity URLs; Establish the responsible for management of each channel and the guidelines; Create internal awareness close to employees about channels and code of conduct; Target clear segments such as Switchers. Define a message that highlights advantages of using your brand. Twitter Structure of Social Media execution Target Landing Page and KPIs Facebook Google+ LinkedIn 3/4 times a day; 2 brand 2 market other market news + general product or campaigns 3 times a day; 1 brand 2 market other market news + general product or campaigns 3 times a day; 1 brand 2 market other market news + general product or campaigns 2 times a day; 1 brand 1 market other market news + general product or campaigns Team manages posting tweets; One person builds the follower growth, promotions and engagement strategy Team manages posting; One person builds the follower growth, promotion and engagement strategy Team manages posting; One person builds the follower growth, promotion and engagement strategy Team manages posting; One person builds the follower growth, promotion and engagement strategy Specific message, content and Social media campaign promote product awareness, grow 500 quality followers month and get engagement promote product awareness, grow 1000 likes month and get engagement promote product awareness, grow followers and get engagement and SEO value promote product awareness, get engagement and traffic
  • 20. Types of Brand and PR Push approach 20 Brand push, blogs and finance influencers reach “Product PR”: Engagement Brand “Story” Objectives Tactics Spokespeopl e • Raise brand awareness • Position spokespeople as industry experts • Reach • Specific audience experts • Corporates • HNWI • World Bank • Key media and players • International players with liaison with brand and team • Rapid response programme • Media tour • roundtable/panel debate • Calendar hooks • Broadcast • Social media push and integration Key stakeholders • Highlight product and position differentiators • Segment in difference to competitors • Retain and acquire users • Increase share of downloads and licensing • Press releases • Articles • Case studies • Third-party comparison surveys • White papers Key stakeholders • Demonstrate the unique strengths and key principles • Build community • Engage with children, parents and education • Profile pieces e.g. local press and international media such as FT, WSJ, World Banker Blogs • Contributed articles • Guest blogging Key stakeholders
  • 21. General marketing - lead generation logic
  • 22. Segmentation – what’s important for the individual Social media channels - activity - engagement
  • 23. Which services are the most attractive for traders? What attracts traders / investors Brand - trust Price – regulation Web responsiveness UX - UI
  • 24. Graphic source Edelman Digital / David Armano Business alignment – internal & external
  • 25. What sources do people trust
  • 26. MEASURE ROIHERE $$$$$ INVESTMENT ACTION BRAND REACTION SEO - PR NON-FINANCIAL IMPACT $$$$$ FINANCIAL IMPACT WHAT GOALS Short, medium, long term WHAT GOALS Short, medium, long term MEASURE ROA RETURN ON ATTENTION ENGAGEMENT – SOCIAL MEDIAENGAGEMENT – SOCIAL MEDIA PRODUCTS CONTENT INTERNAL <-> EMPLOYEES <-> EXTERNALINTERNAL <-> EMPLOYEES <-> EXTERNAL PEOPLE - INTERNAL COMMUNICATION – LEGAL - GUIDELINES MEASURE CUSTOMERS REACTIONS – ANALYTICS CRM ROI versus ROA cycle - process
  • 27.
  • 28. THOUGHT LEADERSHIP PLATFORMS. PREMIUM CONTENT – TEXT AND VIDEO. TAILORED BOUTIQUE CONSULTANCY DIGITAL DEVELOPMENT 360: SEO, SOCIAL, WEB, LEAD GENERATION MOBILE AND APPS INNOVATION AND SEO PLUS SOCIAL MEDIA DNA PROPRIETARY TECHNOLOGY – ALGORITHMS AND IP SOCIAL TOOLS