Sameer Somal: The Power of Social Media & The Technology Planning Process

October24th

PresentedbyMargueritaM.Cheng,CFP®

SameerS.Somal,CFA,CFP®

ThePowerofSocialMedia&TheTechnologyPlanningProcess

• The supply and demand imbalance of quality technology, content, anddesign resources.

• The Digital Revolution: tablets, mobile phones, social media, contentmarketing, and online reputation management.

• Migration of 5 billion people online merits innovative partnershipsolutions.

• Interdependence of our global supply chain with respect to technology,communication, and human capital.

BlueOceanGlobalTrends

ScotiabankContextfromScotiabank

“We’reinthetechnologybusiness.Ourproducthappenstobebanking,butlargelythat’sdeliveredthroughtechnology.”

–BrianPorter,ScotiabankCEO

DigitalRevolution

Agenda

1. DigitalRevolution: historicalcontext

2.TheFutureisMobile

3.ThePowerofSocialMedia

4.CaseStudies

5.Intangibles ofLeadership&Success5

Section1:

HistoricalContext

TheAgriculturalRevolution

The Agricultural Revolution was the wide-scale transition of many human cultures from alifestyle of hunting and gathering to one of agriculture and settlement, allowing the ability tosupport a growing population. Archaeological data indicates that the domestication of varioustypes of plants and animals evolved in separate locations worldwide.

TheAgriculturalRevolution

TheIndustrialRevolution

ThePCRevolutionThePCRevolution

TheDigitalRevolution

The Digital Revolution, known as the “Third Industrial Revolution”, is the change from analog, mechanical,and electronic technology to digital technology which began anywhere from the late 1950s to the late 1970swith the adoption and proliferation of digital computers and digital record keeping that continues to thepresentday.

A visualization of the various routes

throughaportion of the Internet.

TheDigitalRevolution

DigitalRevolution

• It took the Internet 12 years to gather its first billion users, and a third of that time to reach threebillion.

• Broadband subscriptions on mobile phones, which account for 34% of global mobile phonesubscriptions, have tripled since 2008.

• The next billion Internet users will benefit from an era of near universal mobile connectivity andoffer sustainable growth opportunities.

TheInternetHasComeOfAge

http://wearesocial.net /b log /201 5/0 1/dig ital- soc ial-m ob ile- worldwide- 2015 /Thispresentationisforeducationalpurposesonly.Undernocircumstancesshouldtheinformationprovidedhereinbereliedupon asinvestmentadvice.

TheInternetHasComeOfAge

TheStoryofGoogle

SergeyBrin andLarryPagenamedGoogleafter‘Googol’.

TheStoryofGoogle

GlobalDigitalSnapshotGlobalDigitalSnapshot

“The average lifespan of a company listed

in the S&P 500 has significantly decreased

from 67 years in the 1920’s to 15 years

today.”

-Richard Foster

Yale University

TechnologyRevolutionTechnologyRevolution

TechnologyRevolutionUSSalesofLuxuryVehicles

TechnologyRevolution

Section2:

TheFutureIsMobile

MobileTechnologyIsTheFutureMobileTechnologyIsTheFuture

MobileTechnology IsTheFutureMobileTechnologyIsTheFuture

Scotiabank

MobileResponsiveDevelopmentMobileResponsiveDevelopmentMobileResponsiveDevelopment

MobileIsEverywhere.TheWholeWorldIsConnected.

• There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only4.2 billion own a toothbrush.

• It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes forthem to report a lost phone.

• 91% of all US citizens have their mobile devicewithin reach24/7.

MobileIsEverywhere.TheWorldIsConnected.

Scotiabank

Section3:

ThePowerofSocialMedia

SocialMedia

so·cialme·di·a - websitesandapplicationsthatenableuserstocreateandsharecontentortoparticipateinsocialnetworking.

SocialMedia

Facebook

Facebook is an online social networking platform where users can create a user profile,add other users as "friends", exchange messages, post status updates and photos, sharevideos and receive notifications when others update their profiles.

Facebook

• 1.49billion+activeusers• 1.25billionmobileusers• 65%ofusersaccessdaily• 65+languagessupported• 4.5+billionlikesperday• 300+millionphotouploadsdaily

Facebook Statistics

• UnitedStates:14%• India:9%• Brazil:7%• Indonesia:5%• Mexico:4%

Top5UserCountries

Facebook’s Ecosystem

WhatsAppWhatsApp

Twitter

Twitter is an online social networking platform that enables users to send andread short 140-character messages called "tweets".

Twitter

TwitterStatistics

• 302millionactiveusers• 80%ofactiveusersonmobile• 500milliontweetssentperday• 33languagessupported

TwitterStatistics

TwitterDemographics

• Under18:16%• 18– 29years:37%• 30– 49years:25%• 50– 64years:12%• 65+years:10%

TwitterDemographics

TwitterStatistics cont.

• Usersspendanaverageof170minutes permonthonTwitter• 77%ofTwitteraccountsareoutside theUS• InLatinAmerica23%ofinternet usersareactiveonTwitter• DuringSuperBowlXLIXtherewere25.1million tweets• 55%oftweets containaphotoand31%containalink• Peaktimeclickthroughrate(CTR)is12pmand6pm

TwitterStatisticsCont.

SampleTwitterProfile:BOGW

SampleTwitterProfile:BlueOceanGlobalWealth

SampleTwitterProfile:BOGT

SampleTwitterProfile:BlueOceanGlobalTechnology

LinkedIn is a social networking platform designed specifically for the businesscommunity. The goal of the site is to allow registered members to establish and engagewith networks of people they know and trust professionally.

LinkedInStatistics

• 380millionactiveusers• 50%ofactiveusersonmobile• 70%ofusersoutsideofUS• 24languagessupported

LinkedInStatistics

LinkedInDemographics

• 18– 24years:18%• 25– 34years:31%• 35– 54years:40%• 55+years:11%

LinkedInDemographics

17%ofaffluentclientele withabusiness onlyrelationship withtheiradvisorgave3ormorereferralsoverthepast12months,comparedto34%withabusiness andsocialrelationship!

LinkedInStatistics

üNetworküExperienceüEducationüRecommendationsüSharedGroupsüPeopleAlsoViewedüLanguages

UseLinkedInIntelligencetoBuildReal-WorldRapport

üNameüTitleüLocationüIndustryüContactInfo.üWebsiteüBlogsüActivityüSummaryüSkills&ExpertiseüEndorsements

LinkedInProvidesValuable Information

LauraVirili.Com

LinkedInCont.

• Display a quality and professional headshot. This is your online professional presence.• Complete your profile. Clients, prospects, partners, and friends may perceive yourpresence as incomplete if you do not share your experience and skills.

• Update your profile regularly. Strive for an All-Star Profile.• LinkedIn is the largest professional network. Resist the temptation to treat LinkedIn asyour professional Facebook.

• Share and promote great content from your network judiciously.• Emphasize quality over quantity. Avoid sending generic connection requests.�

EngagementonLinkedIn

Google+

Google+ is an interest-based social network that is owned and operated by Google Inc.The service, Google's fourth foray into social networking, experienced strong growth inits initial years, although usage statistics have varied, depending on how the service isdefined.

Google+

Google+&Business

• Search Engine Journal reported that Google considers its own factors, such as thenumber of +1s on the Google+ Business Page, to be most influential indetermining ranking order.

• Digital Marketing Works (DMW) concluded that “the quality and quantity ofGoogle reviews are the single most important variable determining inclusion andranking” in the local carousel.

Google+&Business

YouTube is a video-sharing website headquartered in San Bruno, California. Theservice was created by three former PayPal employees in February 2005. InNovember 2006, it was bought by Google for US$ 1.65 billion.

YouTube

YouTubeStatistics

• 1billionmobileviewsperday• 2014Revenue:$4Billion• 2nd largestsearchengine• 3rd mostvisitedwebsite• 48hoursofvideouploadedeveryminute• 70%oftrafficfromoutsideUS

YouTubeStatistics

USAYouTubeDemographics:

• Internetusers,aged14-17thatuseYouTube:82%• Milleninals thatuseYouTube:72%• GenXthatuseYouTube:58%• BabyBoomersthatuseYouTube:43%

USAYouTubeDemographics

Top100GlobalBrandsTop100GlobalBrands

Yelp is an American multinational corporation headquartered in San Francisco,California. It develops, hosts and markets Yelp.com and the Yelp mobile app, whichpublish crowd-sourced reviews about local businesses, as well as online reservationservice SeatMe and food delivery service Eat24.

YelpStatistics

• 135millionmonthlyvisitors• 71millionmonthlyreviews• Availablein15languages

YelpStatistics

Example:NegativeReviewExample:NegativeReview

SocialMediaStrategyQuestions

• Whatsocialplatformsisyourtargetaudienceusing?• Howdoyouwanttobeperceived?• Whatisyourapproach?• Howwillyoumanagepublishingcontent,monitoring,andengagement?• Havethegoalsandvisionbeenclearlypresentedtoallparticipants?• Doyouhaveasocialmediapolicy?

SocialMediaStrategyQuestions

SecretsOfSocialMediaExperts

• MakeYourSocialMediaProfilesStandOut• MakeTheRightConnections• MakeYourBusinessPagesInteractiveAndInformative• ShareRelevantIndustryTopics• JoinTheConversations• LearnToUseHashtags• AdvertiseStrategically• UseSponsoredAdsAndPosts• HireAnExperiencedCopywriter• BeYourselfWhenYouPost

SecretsOfSocialMediaExperts

Search Engine Optimization (SEO) improves organic rankings on search engines. SEO encompassesregular on-site and off-site SEO strategies, including social engagement, and local SEO strategy.Factors that influence comprehensive SEO:

• Keyword Research& Analysis• On Page Optimization• Content Development Marketing• Social Engagement• Off Page SEO• Local SEO Strategies• Google Algorithmic Updates• Detailed Reporting

SearchEngineOptimization(SEO)SearchEngineOptimization(SEO)

The online reputation of a business is critical to its continued growth and success. Theemergence of social media allows negative comments to be shared and circulated amonglarge numbers of Internet users. The confidence of a consumer depends on positivepress. Businesses must take proactive measures to prevent and address unfavorable ordefamatory content.

OnlineReputationManagement(ORM)OnlineReputationManagement(ORM)

TheGoogleTestcont.TheGoogleTest

• Reputation management services can protect organizations from unwelcome content and restoreonline brand equity.

• Research suggests that consumers value interacting with businesses and service providers with apositive online reputation.

• Organizations that value and emphasize reputation management tend to experience strongergrowth and client satisfaction.

• By actively monitoring your brand and reputation, you can prevent adverse news or negativecommentary from influencing the decisions of potential customers and business partners.

WhyisORMimportant?WhyisORMimportant?

ORMChecklistORMChecklist

• Website• Blog• Microblogs• Forums• Interviews• GuestBlogging• Webcast• Podcast• Bookmarkingsites• SocialMedia

DigitalAssets:YourOnlinePresenceDigitalAssets:YourOnlinePresence

• Contentmarketingisastrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearly-definedaudience— and,ultimately,todriveprofitablecustomeraction.

• Contentmarketing’spurposeistoattractandretaincustomersbyconsistently creatingandcuratingrelevantandvaluablecontentwiththe intentionofchangingorenhancingconsumerbehavior.

• Basically,contentmarketingistheartofcommunicatingwithyourcustomersandprospectswithout selling.Itisanongoingprocessthatisbest integratedintoyouroverallmarketingstrategy,anditfocusesonearnedmedia,whichiswordofmouth andcustomerinteraction,ratherthanpaidadvertising.

Whatiscontentmarketing?WhatisContentMarketing?

Welcome to the Content Marketing Institute (CMI) where our mission is to advance the practiceof content marketing. People ask CMI all the time how CMI came to be. It’s simple, really. Despitethe abundance of good blogs, books, and other resources, we were finding that people had a lotof questions about content marketing.

ContentMarketingInstituteContentMarketingInstitute

• Marketing is communicating the value of a product, service or brand to customers or consumersfor the purpose of promoting or selling that product, service, or brand.

• Branding is a marketing strategy that involves creating a differentiated name and image -- oftenusing a logo and/or tag line -- in order to establish a presence in the consumer's mind andattract and keep customers.

• Advertising is a form of marketing communication used to promote or sell something, usually abusiness's product or service.

Marketing,Branding&AdvertisingMarketing,Branding&Advertising

Scota isatechcompany

• Technology should not dictate a company’s strategic vision. Organizations needto innovate, change, and follow a flexible strategy—not a laser-like, rigid plan.

• Technology has never been more critical to the growth and sustainability of abusiness. A rapidly changing technology landscape necessitates technologyplanning.

FlexibleTechnologyPlanning

WhereDoIBegin?WhereToBegin?

Section4:

CaseStudies

Talkwalker is a social data intelligencecompany empowering companies to makebusiness decisions based on social insights.

Talkwalker Partnership

Photosarenolongerjustameansofcapturingamoment,theyareameansofcommunicating.

80 million new images on Instagram.

175 million new images on Twitter.

More than 1.8 billion photos are posted on Social Media everyday.

300 million photo uploads on Facebookper day.

98% posts with images on LinkedIn get higher comment rate

Talkwalker Partnership

Scotiabank

• Addyourownsources

• Configureyoursetofsources

• ImageandTextanalytics

• Social,Online,Print,Broadcastallinoneplatform

• 150+millionwebsites covered

• Real-timemonitoring

• Customized Alerts

Extensiveglobalcoveragein187languagesacross196countries:

Coverage

OnePlatformToLeverageSocialData

1 LISTEN

2 DISCOVER

3 ANALYZE

4 BENCHMARK

5 MEASURE

6 REPORT

7 ACTIVATE

• LISTENListen,trackandreceivealerts inreal-time

• DISCOVERDiscoverthecontent,influencersandtrends drivingconversations

• ANALYZEAnalyze datainreal-time usingadvanced textanalytics

• BENCHMARKCompareyourbrandwithindustrypeers

• MEASUREMeasure theperformanceofyourbrandandcampaigns&comparewithindustrypeers

• REPORTSavetimeusingpredefinedandcustomizablereports,dashboardsandnewsletters

• ACTIVATEIntegrateandactivateinsightsthroughouttheenterprise

Fromwhichmediatypesistheconversationcoming?

REACHVSENGAGEMENTSHAREOFMEDIATYPES

WhatistheToneoftheConversation

SENTIMENTBy mediatypes

SHAREOFSENTIMENT

WhoIsTalking?

TOPLANGUAGESbygender

DistributionOnTheWorldMap

DistributionOnTheWorldMap:bygender

DistributionOnTheWorldMap:bymediatypes

DistributionOnTheWorldMap:bysentiments

TopThemes

WhoIsTalking:TopInfluencers

UnderArmour

SHAREOFSENTIMENT

WhoIsTalking?

TOPCOUNTRIESbygender

TopThemes

SHAREOFSENTIMENT

WhoIsTalking?

TopThemes

Reachvs EngagementSHARE OFMEDIATYPES

SHAREOFSENTIMENT

WhoIsTalking?

TopThemes

Scotiabank

HowDoYouCompareWithYourCompetitors

SHAREOFVOICE REACHVSENGAGEMENT

SENTIMENTbytopics

WhoIsTalking?

TOPCOUNTRIESbytopics

TOPLANGUAGESbytopics

GENDERbytopics

HowMuchConversationIsThereOnline

RESULTSOVERTIME

WhenScotiabank isMentioned

ASSOCIATEDBRANDSANDCOMPANIES

ASSOCIATEDPEOPLE

Scotiabank

DISTRIBUTIONONTHEWORLDMAP

DRILLDOWNTOCARIBBEANBYMEDIATYPES

DRILLDOWNTOSOUTHAMERICABYMEDIATYPES

DRILLDOWNTOCANADABYGENDER

DRILLDOWNTOSTREETLEVEL

Thispresentationisforeducationalpurposesonly.Undernocircumstancesshouldtheinformationprovidedhereinbereliedupon asinvestmentadvice.

http://eauth.com/the-frantastic-blog/is-entrepreneurship-contagious

Section5titleslide

Section5:

TheIntangiblesofLeadership&Success

An entrepreneur is a person who shifts economic resources out of

an area of lower productivity into an area of higher productivity

and greater yield.

-J. B. Say [1767 –1832]

French Economist

enʹtre·pre·neurʹshipʹn.

Entrepreneurship:Definition

http://alexaroscoe.com/2014/12/09/three-dif ferences-between-social- intrapreneurs-and-intrapreneurs-people-dont-talk-about/

WhatisIntrapreneurship?

130Thispresentationisforeducationalpurposesonly.Undernocircumstancesshouldtheinformationprovidedhereinbereliedupon asinvestmentadvice.

www.uky.edu/~wmbowl0/entrepreneurship.ppt

• Intrapreneurs notice opportunities and take initiative to mobilize resources. They workin large companies and contribute to the innovation of the firm. Intrapreneurs oftenbecome entrepreneurs.

• Entrepreneurs are people that notice opportunities and take the initiative to mobilizeresources to create new goods and services.

Intrapreneurs andEntrepreneurs

“Imaywalkslowly,butIneverwalkbackwards.”

“Thingsmaycometothosewhowait,butonly

thosethingsleftbythosewhohustle.”

– AbrahamLincoln[1809- 1865]

http://en.wikipedia.org/wiki/Abraham_Lincoln

PerspectiveonDecisiveAction

• Critical, but in some ways intangible,ambiguous, and nebulous.

• Wharton School of Finance Researchersconcluded that between 15-25% of thevariation in corporate profitability, on average,is directly determined by the character of theirchief executives.

• Studies attempting to debunk the power ofleadership concluded that, at a minimum, itmust account for at least 7%-14% ofperformance.

http://upload.wikimedia.org/wikipedia/commons/6/64/Placido_Costanzi_-_Alexander_the_Great_Founding_Alexandria_-_Walters_37790.jpg

Leadership

Establishment of a relationship between two people with learning and development at itscore; the fulfillment of clear andmutually defined goals as its intention.

ThePurposeofLeadership

Experience:Lifeistooshorttolearnallthelessonsourselves

• Synergy:1+1=5

• Positiveinfluence,energyandguidance

• Naturallifetransitionprocess

http://www.blackenterprise.com/files/2010/04/mentorship.jpg

WhyDoesLeadershipWork?

• Mentoringrelationshipsdeveloporganicallyontheirown.

• Youonlyneedonementoratatimeforsuccess.

• Mentorsshouldbeolderthanyou.

• Mentorshipisahugeinvestmentoftime.

• Mentorrelationshipsarecomplicated.

• Mentorshipisaone-waystreet.

Mentorship:Myths

• Personalcommitmenttobeinvolvedwithanotherpersonforanextendedtime.

• Respectforanindividual’sabilityandrighttomaketheirownchoicesinlife.

• Abilitytolistenandacceptdifferentpointsofview.

• Abilitytoempathizewithanotherperson'schallenges.

• Abilitytoseesolutions,opportunities,andbarriers.

• Flexibilityandopenness.

EffectiveMentorCharacteristics

• AcceptPersonalAccountability• SeekChallenges• Life-longLearner

“An investment in knowledge always pays the best interest.”

–Benjamin Franklin [1706 – 1790]

• Self-starterWho TakesInitiative• GoalClarity• FlexibleandOpen• GenuinelySeeksMutualBenefit

EffectiveMenteeCharacteristics

A. HumanCapital• Skills• Experience• ManagerialValue

C.StructuralCapital• IntellectualProperty• Systems• Processes• CapturedKnowledge

B.Relationship Capital• Reputation• Brands• Partners• Vendors• Clients

D.StrategicCapital• BusinessModel• ExternalTrends/Conditions

IntangibleCapital

A recent Harvard Business Review article reportsthat the quality that most senior executives lack isempathy. For this reason, it is essential that all of usunderstand emotional intelligence. Simply put,emotional intelligence deepens our empathy, ourability to sense the feelings of others. Our ability toutilize soft skills is our level of emotionalintelligence.

“EmotionalIntelligenceIsKeyToOurSuccess”

-John Keyser

Founder, Common SenseLeadership

DevelopRelationshipCapital

• Self-awareness – our ability to perceive our emotionsand understand our tendencies to act in certain waysin given situations

• Social awareness – our ability to understand theemotions of other people, what they are thinking andfeeling

• Self-management – our ability to use awareness ofour emotions to stay flexible and direct our behaviorpositively and constructively

• Relationship management – our ability to use ourawareness of our own emotions and those of othersto manage interactions successfully

The4MainSkillsofEmotionalIntelligence

1. Prepare your 30 second to 2 minute elevatorspeech.

2. Prepare relevant and thoughtful questions thatrelate to the event you are attending, currentnews, or industry trends.

3. Focus on quality rather than quantity. Ratherthan collecting business cards, focus on engagingin meaningful conversations.

4. Quality writing vs. Quantity email.

5. Diligent, patient, and purposeful follow-up.

Youhaveonefirstimpression.

Expand YourNetworkWithAuthencity

Writingvs.Email:Sent

Writingvs.Email:Received

• AdoptaGlobalMindset• UnderstandDiversity• EmbraceInnovation• RecognizetheIntangiblesofSuccess• InvestinYourself• InvestinYourCommunity• PayitForward• HaveaLong-termPerspective• EnjoytheJourney

Fundamentals ofSuccessintheDigitalEra

GlobalConsiderations:• Enhanced duediligence• Greaterinvestment intermsoftimeandcapital• Lessestablished networkofconnections, especially instartupphase• Traveltimerequired• Legalcountry-specificnuances

GlobalAdvantages:• Access toglobalhumanresources• Moredemand• Greateraccess tofinancing• Startwithglobalperspective

AdoptaGlobalMindset

HistoricalImpactofDiversity

"Effective work is actually done in and by teams

of people of diverse knowledge and skills.“

-Peter Drucker [1909 – 2005]

Peter Ferdinand Drucker was an Austrian-bornAmerican management consultant, educator, andauthor, whose writings contributed to thephilosophical and practical foundations of themodern business corporation. He was also a leaderin the development of management education, andhe invented the concept known as management byobjectives.

http://en.wikipedia.org/wiki/Peter_Drucker

ContextOnDiversity

“Innovationdistinguishes betweenaleaderandafollower.”-SteveJobs[1955– 2011]

http://images.dailytech.com/nimage/21281_large_apple-products-jobs.jpg

InnovativeSolutions

“Not everything that can be counted counts, and

not everything that counts can be counted.”

–Albert Einstein [1879 – 1955]

RecognizetheIntangiblesofSuccess

“Don’t be intimidated by what you don’tknow. That can be your greatest strengthand ensure that you do things differentlyfrom everyone else.”

—SaraBlakelyfounderofSpanx

InvestInYourself

InvestInYourCommunity

“Wemakealivingbywhatweget,wemakealifebywhatwegive.”

–WinstonChurchill[1874– 1965]

PayItForward

“It takes 20 years to build a reputation and five minutes to ruin it. If you

think about that, you’ll do things differently.”

-Warren Buffet [1930 –present]

Chairman & CEO, Berkshire Hathaway

LongTermPerspective

Summary

1. DigitalRevolution: historicalcontext

2.TheFutureisMobile

3.ThePowerofSocialMedia

4.CaseStudies

5.Intangibles ofLeadership&Success154

John Lennon understood the importance of being happy.If you love what you do, you will never work a day in your life.

JohnLennon[1940–1980]

EnjoytheJourney

www.blueoceanglobalwealth.com@BlueOceanGW

FollowUsOnSocialMedia

www.blueoceanglobaltech.com@BlueOceanGT

SameerS.Somal,CFA,CFP�ChiefFinancialOfficer

202.276.7589ssomal@blueoceanglobaltech.com

MargueritaM.Cheng,CFP®ChiefExecutiveOfficer

301.502.5306mcheng@blueoceanglobaltech.com

QuestionsandFollow-up

Sameer Somal: The Power of Social Media & The Technology Planning Process

Leadership & Management

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