This presentation is based on research from our recent guide – Asset Management & Social Media: A Guide to Social Marketing. The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors.
Inside, we examine LinkedIn, Twitter, Facebook, YouTube and Google+ and discuss ways that firms can best leverage these networks. The slide deck concludes with a set of recommendations to help you optimize your firm’s social media marketing strategy.
Global Economic Outlook, 2024 - Scholaride Consulting
Asset Management and Social Media: A Guide to Social Marketing
1. COPYRIGHT 2013 CORPORATE INSIGHT, INC.
A GUIDE TO SOCIAL MARKETING
AUTHOR: FRED LAPOLLA
REPORT RELEASED: MAY 2013
ASSET MANAGEMENT AND SOCIAL MEDIA
2. ABOUT CORPORATE INSIGHT
2
ABOUTUS
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nation’s leading
financial institutions. For over 20 years, the firm has tracked technological developments in the financial
services industry, identifying best practices in online banking and investing, online insurance, mobile
finance, active trading platforms, social media and other emerging areas. There are no assumptions in
Corporate Insight’s work – we use live accounts at all of the firms we research, providing our clients with
unparalleled, unbiased intelligence on the competition.
Corporate Insight welcomes the opportunity to speak with the media. If you are interested in citing our
research or would like to schedule an interview with our analysts, please contact Intermarket
Communications at 212-888-6115 or corporateinsight@intermarket.com.
FRED LAPOLLA
Senior Research Associate
212-832-2002 x-121
flapolla@corporateinsight.com
BEN POUSTY
Marketing Manager
212-832-2002 x-134
bpousty@corporateinsight.com
Media Inquiries
3. TABLE OF CONTENTS
3
TABLEOFCONTENTS
Introduction
Leveraging the Leading Social Networks
o LinkedIn: Advisor Networking
o Twitter: Leading the Conversation
o Facebook: Engaging Consumers
o YouTube: Branding & Commentaries
o Google+: What Does it Add?
Five Takeaways for Asset Management Firms
Corporate Insight Thought Leadership
About the Author
5. 5
INTRODUCTION BACKGROUND
This presentation is based on research
from our recent guide – Asset
Management & Social Media: A Guide
to Social Marketing. The guide focuses
on how asset management firms use
popular social media platforms to
connect directly with investors and
financial advisors.
Inside, we examine LinkedIn, Twitter,
Facebook, YouTube and Google+ and
discuss ways that firms can best leverage
these networks. The slide deck concludes
with a set of recommendations to help
you optimize your firm’s social media
marketing strategy.
7. TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEVERAGINGTHELEADINGSOCIALNETWORKS
LinkedIn
Today’s business professionals turn to LinkedIn as a go-to resource for professional
networking. The site offers a strong resource for individuals hoping to network and find
discussions on professional topics.
Twitter
Twitter offers asset management firms an opportunity to release brief blasts of
information, offering real-time insights on emerging issues and engaging with the
broader conversation about markets and investing.
Facebook
With over a billion users worldwide, Facebook has wide visibility and entices marketers
with the promise of reaching huge swaths of people while they read updates from
friends and family.
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique,
corporate channels for individuals to peruse.
Google+
The second largest social networking site in the world with 359 million active users,
Google+ remains largely ignored by the asset management industry. The network’s
video conferencing features and SEO qualities are enticing.
8. LINKEDIN: ADVISOR NETWORKING
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Networking
An American Century study finds that 90% of financial
professionals have a social media account; 66% use LinkedIn.
Commentary
LinkedIn offers firms a strong platform for delivering and
promoting commentaries and thought leaderships pieces.
Product Promotion
The platform offers space where firms can market their
products and services, using images and explanations of
different reasons to work with them.
Professionalism
LinkedIn’s strongest features is its reputation for
professionalism and it’s users can be sure that the platform is
used for addressing their professional identities.
9. LINKEDIN: ADVISOR NETWORKING
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LEVERAGINGTHELEADINGSOCIALNETWORKS
iShares LinkedIn Page
LinkedIn Leader: iShares
The iShares LinkedIn company page presents followers with recent market
insights currently being discussed on the firm’s blog .
iShares promotes individual offerings while also highlighting educational resources on
ETFs, tools and customer service.
10. TWITTER: LEADING THE CONVERSATION
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Conversation
Twitter allows firms to spread current events, news,
updates from a firm, engage with other market experts
and respond directly to comments made by clients.
Promotion
Asset management firms use Twitter to promote site
features, services and fund products.
Thought Leadership
Twitter lets firms promote thought leaders and industry experts and provides a strong
channel to increase their profile.
Developing Trends
The instantaneous nature of Twitter makes it the ideal platform for discussing emerging
market issues. The hashtag system allows posts on a specific topic to be easily searchable.
Twitter B2B Marketing Statistic from optify
11. TWITTER: LEADING THE CONVERSATION
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Invesco Twitter Account
Twitter Leader: Invesco
Invesco has 70k+ followers and features links to commentaries, thought
leadership pieces and articles from the financial press while promoting insights
from industry experts.
Invesco posts streaming video pieces and articles from outside sources on its
feed, allowing for an interactive experience.
12. FACEBOOK: ENGAGING CONSUMERS
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Consumer Oriented
Investors are likely not visiting the site to learn about business opportunities, therefore
firms work to connect with consumers using engaging ads, offers and other online content.
Sponsorships
Facebook is used by many firms to promote corporate sponsorships such as sports teams
and charities in an effort to generate good will and get their name out.
Games
Firms also leverage the visual layout of
Facebook by including games and apps
for users to enjoy during their spare
time. This practice helps build brand
associations and draws in a broader
audience of visitors.
13. FACEBOOK: ENGAGING CONSUMERS
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Putnam Investment Facebook Page
Facebook Leader: Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook
through several large, eye-catching images which promote the firm’s commitment
to local communities.
The firm also frequently promotes sponsorships of sports stars and teams on
Facebook, broadening their visibility with the general public.
14. YOUTUBE: BRANDING & COMMENTARIES
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Channels
Top firms offer a dedicated channel which allows all of their videos to be accessible from
one location. This increases the chances visitors will watch multiple videos.
Playlists
Fund firms offer specific playlists which allow the viewer to gain a comprehensive
perspective on the firm’s view on a given issue.
Consumer Focus
Firms messages on YouTube tend to be consumer-oriented advertisements and
presentations that include visually stimulating content. Popular topics include retirement
and college savings.
Special Features
Firms often overlook special YouTube features. These include customized presentations
with embedded videos, text and photos to provide a complete multimedia experience.
15. YOUTUBE: BRANDING & COMMENTARIES
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LEVERAGINGTHELEADINGSOCIALNETWORKS
OppenheimerFunds YouTube Page
YouTube Leader: OppenheimerFunds
OppenheimerFunds’ channel features a strong consumer-oriented focus. The engaging
videos include graphs that move as the hosts explains concepts.
Several playlists are also offered and the firm’s social media presence is well-branded to
help consumers associate them with global investing.
16. GOOGLE+: WHAT DOES IT ADD?
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Aesthetics
Google+ shares many similarities with Facebook, offering a visually-oriented feed that
focuses on social connections.
Privacy
The platform tries to set itself apart with “Circles” where users can separate their
connections into groups such as friends, professional acquaintances, etc.
Video Conferencing
Many experts are enthusiastic about Google+
Hangouts. This feature enables up to nine
people to participate in a video conference with
the ability could be useful for advisor in
communicating with clients and pitching
to prospects.
17. GOOGLE+: WHAT DOES IT ADD?
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LEVERAGINGTHELEADINGSOCIALNETWORKS
Franklin Templeton Google+ Page
Google+ Leader: Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries
from the firm’s experts.
The firm uses colorful imagery in promoting the firm’s products and services.
18. FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
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FIVETAKEAWAYSFORASSETMANAGEMENTFIRMS
19. FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
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FIVETAKEAWAYSFORASSETMANAGEMENTFIRMS
#1 Focus on Individual Platform Strengths & Avoid One-Size-Fits-
All Approach
#2 Capitalize on LinkedIn’s Abundant Business Networking
Opportunities
#3 Engage in Consumer Promotions on Twitter, Facebook,
YouTube, and Google+
#4 Maintain a Visual Focus When Appropriate
#5 Remember: Social Media is a Two-Way Street
21. CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CORPORATEINSIGHTTHOUGHTLEADERSHIP
Whitepaper: Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics, strategies and online resources
leading financial institutions are using to connect with Millennials. This is also
available as a slide deck.
Slide Deck: Apple iOS 7: Ideas for Financial Services Firms
Apple iOS 7: Ideas for Financial Services Firms explains how firms can leverage the
new features in iOS 7 to make their mobile apps more user-friendly.
Mobile Infographic: Android vs. Apple App Development Across Financial
Services
Mobile Trend Infographic compares Android and Apple iOS app development across
the financial services industry.
Slide Deck: Brokerage iPhone apps: Examining the Mobile User Experience
This study examined the brokerage industry’s most popular mobile apps focusing on
design and core features like trade order entry and stock quotes.
22. ABOUT THE AUTHOR
22
ABOUTTHEAUTHOR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE
MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insight’s Mutual Fund
Monitor and Advisor Monitor teams. He has conducted extensive research in the
fund space, focusing on the asset management industry’s use of the Web, social
media and other technologies to reach investors and service clients and financial
advisors. This study is the result of Fred’s ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ.
Fred graduated from George Washington University in 2008 and is currently
pursuing a master’s degree. He has been a member of the Corporate Insight team
since 2011.
CONTACT FRED:
T: 212-832-2002 x-121
E: flapolla@corporateinsight.com