Social Media: Any place for this in the fund industry?
-
Upload
killdozer -
Category
Economy & Finance
-
view
190 -
download
0
description
Transcript of Social Media: Any place for this in the fund industry?
![Page 1: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/1.jpg)
Social Media: Any place for this in the fund industry?
![Page 2: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/2.jpg)
Hello I’m Andrew Walker from @Tweetminster
www.tweetminster.co.uk
![Page 3: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/3.jpg)
![Page 4: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/4.jpg)
Are you tired of hearing
about social
media?
Would you transfer fundsthrough this guy?
![Page 5: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/5.jpg)
1.1 million participants raising $174m US since 2003
![Page 6: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/6.jpg)
“I’m not on Twitter because telling people what I had for dinner last night or when I’m having a bath is irrelevant”
2009
2012
![Page 7: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/7.jpg)
It’s B2C, not B2B though…
![Page 8: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/8.jpg)
![Page 9: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/9.jpg)
B2B social media is in flux because of the generational impact of… social media
![Page 10: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/10.jpg)
Technology affects behaviour & will impact B2B sooner or later
![Page 11: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/11.jpg)
Business has to move away from funnel processes
![Page 12: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/12.jpg)
Advertising based funnels leak prospects to the social web 0.2% CTR on ads, 2% CTR on AdWords
![Page 13: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/13.jpg)
Social networks mean multi-touch marketing& comms
![Page 14: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/14.jpg)
Multi-touch is an audience multiplier
Industry network
Their friends, followers & networks
Client network
Event networks
Work Contacts
Media & bloggers
So
cia
l me
dia
ca
mp
aig
ns
![Page 15: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/15.jpg)
Search is at the wrong end of the funnel for growing new services & marketing reach
![Page 16: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/16.jpg)
We’re real time and social, we carry computers everywhere
(It’s also a phone)
![Page 17: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/17.jpg)
For the first time we have large volume data insights to explain customer behaviour…
Lady Gaga peaks around album releases not singles
Coldplay peaks around TV coverage of live festivals
![Page 18: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/18.jpg)
Using network intelligence
Twitter is like Google for things you don’t know you’re looking for yet.
![Page 19: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/19.jpg)
Comms team
Copywriting/Marketing
Legal teamReal time Really long time
Funnel processes create inertia
![Page 20: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/20.jpg)
Sources Actual Shares Average Shares
New content publishers vs established news media brands
Proof? Why are traditional news brands losing audiences?
![Page 21: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/21.jpg)
NewcomersCurationBlogsDataDownloadsEventsInteractiveJournalismPetitionsVideo
They’re not adapting to new behaviours
News Media
BlogsLive BlogDataVideoJournalism
Over 64,000 links analysed = huge statistical sample gathered free
![Page 22: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/22.jpg)
Multi-touch modelCurationBlogsDataDownloadsEventsInteractiveJournalismPetitionsVideo
Notice anything?
Funnel model
BlogsLive BlogDataVideoJournalism
Average Shares
![Page 23: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/23.jpg)
![Page 24: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/24.jpg)
POV acquisition in the finance sectorCreate demand through continuous engagement
(because Adwords don’t work for small financial service companies)
![Page 25: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/25.jpg)
How information disperses through social networks
Discovery
POV content
B2B chat
Reach
![Page 26: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/26.jpg)
1. Create expert content in the right channels for business
![Page 27: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/27.jpg)
2. Comment and respond to build ‘strong’ links that will build your POV sales network
![Page 28: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/28.jpg)
3. Amplify your signals through news feed networks to generate SEO value from your content
![Page 29: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/29.jpg)
4. Build a network of weak links to increase your POV reach through social engagement
![Page 30: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/30.jpg)
5. Use data insight to develop a POV sales strategy, define your targets & measure your ROE
![Page 31: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/31.jpg)
Cre
ate
a P
OV
pro
file
Am
plif
y &
en
ga
ge
Find influencers
Find the event network B2B network CRM & leads
Weak links = marketing Strong links = prospects
![Page 32: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/32.jpg)
![Page 33: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/33.jpg)
1. Multi-touch output2. Strong ties for B2B networking & prospects3. Weak ties for spreading marketing &
awareness4. Leverage real time & mobile activity5. Integrate with your SEO
"One day there will be a telephone in every major city in the USA”
Alexander Graham Bell
![Page 34: Social Media: Any place for this in the fund industry?](https://reader034.fdocuments.in/reader034/viewer/2022051818/54bfd3284a79596b368b4676/html5/thumbnails/34.jpg)
Thanks
The most important part of social media is the social
bit, so if you want to chat…
I’m @killdozer