Social Media for Financial Advisors: Expert Q&A

Presenters:

D. Bruce Johnston, President & CEO, Advisolocity

Blane Warrene, CEO, Arkovi

Zach Hedges, CEO, CaptureTrackConvert (CTC)

D. Bruce Johnston, President & CEO, Advisolocity

Blane Warrene, CEO, Arkovi

Zach Hedges, CEO, CaptureTrackConvert (CTC)

Agenda

1 Understanding the Rules, Policy and Strategy

2 How Advisors Are Using Social Media, Best Practices

3 Social Media Archiving, Monitoring, Intelligence

4New Technology: Automate Your Client Qualification Process

5 Q&A

•FINRA 10-06•NASD 3010•NASD 2210 (b)•SEC 17a4

Rules & Regulations

Rules & Regulations

What Did 10-06 Teach Us?

• Twitter, Facebook and LinkedIn are like traditional written communications

• Additionally-Websites = advertisements-Communications to 25+ prospects = sales literature-Password-protected websites = sales literature-Chat room discussions are public appearances

Rules & Regulations NASD 3010 & 2210 (b)

• The obligation to review correspondence-Supervisory role of surveillance-Retention of all material (even non-reviewed) to avoid surprises

• Moderation-The ability to moderate & pre-approve per 2210 (b) as needed with audit trail

Rules & Regulations

SEC 17a4

• Records Retention

• Indexing and Retrieval

• Verification and Time-Stamping

Rules & Regulations Our View of the Rules

© Arkovi 2011

Rules & Regulations SEC & Sweep Letters

• An editorial view on the SEC Sweep Letters regarding the use of social media

-http://bit.ly/secsweep

Policy

Before You Engage…

• Have a Policy-Outline who is authorized-Outline which platforms are acceptable-Include your own governance & ethics-Approved Technology-Signed Affirmations-Mitigation

Strategy Before You Tweet…

• Have a strategy-Executive support-Match the medium(s) to your firm culture-Resources-Content plan-Responding to negatives

Live Poll

Strategy

How Advisors are Using Social Media

Strategy

How Advisors are Using Social Media

Strategy

How Advisors are Using Social Media

Strategy

How Advisors are Using Social Media

Strategy

Best Practices

• Thought Leadership-Develop a Voice

• Measure Results-Monitor-Develop Metrics

• Expand Market Presence-Consistency-Be Found

• What You Need

• Questions to Ask

• Benefits of Archiving

Social Media Archiving

Archiving

• Capture content from anywhere

• Archive platforms-Facebook, LinkedIn, Twitter-Blogs, websites -Any platform with RSS feed

• Pre or post surveillance options

Monitoring

• Monitor your business & employee content

• Integrate to business systems-Content management systems-Email archiving platforms-Data warehouse & reporting dashboards

• Search, sort & report• Export to Excel

Intelligence

• Monitor what others say about you-Your brand and products/services-Your company-Your employees & partners

• Track keywords & phrases important to you-Track web and social alerts-Aggregate content-Generate Excel reports

Benefits of the Cloud

• Work from anywhere

• Work from any device

• Curate your social history

• Bonus benefits of research & resource tool

Automate your client qualifying processBuild a relationship with your prospects who aren’t yet ready for a sales conversation. By engaging them with thought leadership and relevant automated nurturing content, you build trust and gain mind-share.

New Technology

New Technology

Install Client Acquisition Technology into your Internet pipeline

New Technology

Capture Your Prospects

New Technology

Track Your Prospects

New Technology

Convert: Automate Relationship Building Activities

New Technology

Take an Action

New Technology

Client Retention

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Q&A and Contacts

Zach HedgesCEO, CaptureTrackConvert (CTC)zach@capturetrackconvert.com www.capturetrackconvert.com@Blano866.535.0883 x700

D. Bruce JohnstonPresident & CEO, Advisolocitybruce@dbjassociates.com www.advisolocity.com@DBJAssociates405.381.9390

Blane WarreneCEO, Arkovi bwarrene@bmrw.comwww.arkovi.com@ArkoviBackups866.222.2334 x701

Justin ShepardByAllAccountsjshepard@byallaccounts.comwww.byallaccounts.com@byallaccounts781.376.0801 x156