This JPMorgan Chase SMART session will focus on the intersection of social media and financial services. With the exponentially increasing use of social media around the globe, by individuals and organizations, the financial services industry has an additional challenge in ensuring social media use follows regulatory and compliance guidance. Understanding who your audience is and how they want to engage, are essential components in putting together a social media plan. Ensuring the compliance element is effectively integrated is also critically important for an effective and successful program. The session will be led by Joyce Sullivan, who transformed herself from a financial services industry veteran running global enterprise-level programs and technology deployments, to becoming a pioneer in the emergence of social media use in the financial services industry. In this session, we’ll review the following: What are the major social media platforms, emerging and established, and how financial firms are approaching their use Latest U.S. regulatory rules and compliance guidance for social media use in financial firms How to identify your audience and their preferred means to connect in developing a compliant social media engagement program Engaging key stakeholders and project champions for a social media pilot program How to know if a social media program can benefit your business Background on our presenter: Joyce Sullivan MBA PMP and founder and CEO of SocMediaFin, Inc., brings together her years of financial services industry experience to the emerging world of social media. She has more than over 20 years of program management and product development experience with firms including, Citi, Credit Suisse, JPMorgan Chase, and Wells Fargo/First Fidelity. As an advisory board member of the Financial Women’s Association, Joyce serves as their Chief Digital Strategist. Joyce has spoken at numerous industry conferences about the convergence of social media and financial services. As an enthusiastic Silicon Alley (NYC) emerging technology beta tester and evangelist, Joyce is an active member of the New York Tech community and is a founding mentor of Women Innovate Mobile, a startup accelerator and mentorship-driven program designed for women-founded companies in mobile technology.

1. Exclusive presentation for
SMART session – December 17, 2012
Social Media &
Financial Services
Created and presented by:
Joyce Sullivan
Founder and CEO
SocMediaFin, Inc.

2. Social Media & Financial Services
Agenda
• Overview and introductions
• The 5 questions℠
• Social media tools – established and emerging
• U.S. compliance and regulation overview
• Getting started with social media training & pilot programs
• Suggested next steps
• Discussion and questions

3. Social Media Strategy for Financial Services
for US Firms
• Can you use social media in financial services?
• Are there certain social media tools that are recommended?
• What are the regulations and compliance rules?
▫ The fun stuff - FINRA and SEC regulatory guidance
• Where can you get training to learn social media and financial
services basics?
• Are there steps for creating a project plan including social media?

4. Before asking “Which social media tools should I use?”
answer these 5 questions℠
1. Who are you?
2. What do you have to say?
3. Who are you trying to reach?
4. How do they WANT to be reached?... or not
5. Once you connect, then what?

5. The5 questions℠
Employee, business-line owner,
1. Who are you? industry executive, wealth
manager, private banker
Great skills, great products,
2. What do you have excellent company to work with,
to say? outstanding service
3. Who are you Your current customer,
trying to reach? potential new customer,
industry leaders, competitors

6. The5 questions℠
 Email (home or work)
4. How do they  Voicemail
WANT to be  Phone text
reached? ... Or  Instant message
not.  Twitter
 LinkedIn
 Facebook
 (public or private message)
5. Once you are How do you develop
ready to connect, meaningful connections
then what? while complying with
industry regulations?

7. The5 questions℠- with your answers
1. Who are you?
2. What do you have to say?
3. Who are you trying to
reach?
4. How do they WANT to be
reached?
5. Once you are ready to
connect, then what?

8. Paper and electronic communications must be archived

9. Social media communications
Social media compliance
software needs to be in place to
monitor and archive social
media posts

10. Social Media Tools – established and emerging
Launched: 2002 2004 2005 2006
2009 2009 2011 2011
And many more…

11. US Regulations and Guidance: Use of Social Media
Investment Advisors and Broker-Dealers
Recordkeeping it’s the content that matters
All business communications whether transmitted by desktop, smart phones (Blackberry, Android, iPhone etc), tablets
(iPads) etc. must be retained
- letters, emails, all written communication
- instant messages, social media messages (LinkedIn email, Facebook posts, Tweets)
- social media activities (Likes on Facebook, Retweets on twitter, posts on LinkedIn)
Disclosuresproper disclosures for relationships you may develop e.g. bloggers, advertisers, affiliates
Advertising static advertising requires preapproval
interactive advertising can be post review but not, “Days after the fact”
Communication with the public must adhere to existing content standards
Suitability – know your customer, only make recommendations suitable for your clients
Supervisionfirms must demonstrate they are supervising written communications
Trainingregistered personal be trained before they start using social media
Similar overall for - FINRA, SEC (US), IIROC (Canada), SEBI (India) and FAS (UK)

12. Highlights - US Regulations and Guidance:
Record Retention
 Securities and Exchange Commission (SEC) 1934
 Amendments to Books and Records Requirements for Brokers and Dealers
 May 2003
 National Examination Risk Alert - Investment Advisor Use of Social Media
 January 2012

13. Highlights - US Regulations and Guidance: Record Retention
SEC Rule 17a-4
Amendments to Books and Records Requirements for Brokers and Dealers Under the
Securities Exchange Act of 1934
http://www.sec.gov/rules/final/34-44992.htm
Effective: May 2, 2003
Same recordkeeping requirements with guidance for electronics records

14. Highlights - US Regulations and Guidance: Record Retention
http://www.sec.gov/about/offices/ocie/riskalert-socialmedia.pdf
Same recordkeeping requirements with guidance for social media and
electronic devices

15. Highlights - US Regulations and Guidance:
Electronic Communications &Social Media Use
 Regulatory Notice 07-59 Supervision of Electronic Communications (2007)
 Regulatory Notice 10-06 Guidance on Blogs and Social Media Websites (2010)
 Regulatory Notice 11-39 Guidance on Electronic Devices (2011)
 Regulatory Notice 12-29 New Rules Governing Communications With The Public
(effective Feb 4, 2013)

16. http://www.finra.org/web/groups/industry/@ip/@reg/@notice/documents/notices/p037553.pdf

17. http://www.finra.org/web/groups/industry/@ip/@reg/@notice/documents/notices/p120779.pdf

18. http://www.finra.org/web/groups/industry/@ip/@reg/@notice/documents/notices/p1241
86.pdf

19. http://www.finra.org/web/groups/industry/@ip/@reg/@notice/documents/notices/p1270
14.pdf

20. How to get started with a social media pilot program

21. Social Media Pilot Project Planning
Include at the Business Initiation / Evolution stages
Identify social media program
key stakeholders and senior
management champions

Pilot proposal

Social media integration 
 Integrate social media throughout business and system development life cycle
 Include legal, compliance and social media training teams as key stakeholders

22. Suggested Next Steps
Social media policy
 Become familiar with your firm’s social media policy
 Get to know the group working on social media training
 Rachel Polish is your social media training lead
 Volunteer to partner with a team working on social media planning
Social media training
 Include social media training for employees and staff
 Types of social media training you’re looking for
 contact Rachel Polish with your ideas
 Assist pilot team in co-creating social media training modules
 Eventually empower employees to support and protect your brand

23. Suggested Next Steps
Learn the social media regulatory basics
 Get to know your legal and compliance department
 Discuss how together you can come up with a pilot program
 Engage senior stakeholders and functional groups fora pilot
Keep up with the competitive landscape
 Participate in and attend industry events to stay current

24. Thank you!
Please connect with me.
I would enjoy hearing from you.
Joyce
LinkedIn http://linkedin.com/in/joycemsullivan
About.me http://about.me/joycemsullivan
Twitterhttp://twitter.com/joycemsullivan
Website http://socmediafin.com
email: joyce@socmediafin.com
24

25. Social Media Strategy and Program
Management Services
oSocial media seminars for regulated
industries, specializing in financial services
oProgram management services – enterprise
business and technology reengineering
oSocial media training and staff development
oIndustry executives and senior leadership
programs in social media
oKeynote speaker for company events and
industry conferences
Visit us >SocMediaFin.com

26. Exclusive presentation for
SMART session – December 17, 2012
Social Media &
Financial Services
Created and presented by:
Joyce Sullivan
Founder and CEO