More Related Content Similar to Financial Advisor Integrated Sales Experience (20) Financial Advisor Integrated Sales Experience1. Financial Advisor Integrated Customer Experience
How content management, social media, & mobile are shaping the future!
Jeff
Fleischman
CEO,
Blue
Panda
Interac9ve
October
2012
I N T E R A C T I V E
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 1!
2. We’re Transitioning To A New Paradigm In Which Advice,
Customer Experience, And Personalized Content Will Merge
² The
engagement
model
between
companies,
financial
advisors,
and
their
clients
will
undergo
a
drama8c
change
over
the
next
3
years
² Three
underlying
drivers
that
companies
need
to
focus
on
are
content
strategy,
social
media,
and
mobile
² Digital
na8ves
will
not
engage
brands
in
ways
past
genera8ons
have,
they
will
expect
to
engage
brands
through
digital
touch
points
² Social-‐mobile
experiences
will
dominate
how
firms
reach
and
engage
their
clients
and
should
be
integrated
into
a
cross-‐channel
strategy
² Advisors
will
need
to
build
and
maintain
their
personal
brand
via
social
media
networks
whilst
balancing
regulatory
constraints
² There
will
be
winners
and
losers
largely
based
on
the
response
to
these
inevitable
changes
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 2!
3. Drivers Of Integrated Sales Experience
There
are
several
factors
that
will
impact
how
financial
advisors
interact
with
their
clients
Social
Media
Integrated
Mobile/
Content
Sales
Tablet
Experience
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 3!
4. Drivers Of Integrated Sales Experience
There
are
several
factors
that
will
impact
how
financial
advisors
interact
with
their
clients
Social
Media
Integrated
Mobile/
Content
Sales
Tablet
Experience
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 4!
5. © 2011 Blue Panda Interactive. Proprietary And Confidential.! 5!
6. Content Is The Connective Tissue Across All Channels And
Touch Points
Leverage
content
to
reinforce
the
brand
promise;
engage
all
customer
segments
throughout
the
customer
lifecycle;
achieve
desired
business
outcomes
and
objec8ves
Searchable
Content
has
become:
• SEO/SEM
• Keywords
• Dynamic
• Linguis8c
Profiling
• Real-‐8me
Op8mized
Distributed
• Lead
• Personalized
Genera8on
• Print
• Web
• Site
Cross-‐Sell
Content
• eMail
• Integrated,
cross-‐channel
• Engagement
• Social
Media
• Two-‐way
Ecosystem
• Mobile
• Portable
User
Generated
Personalized
• Pos8ngs
• Experience
• Ra8ngs
• Educa8on
• Advice
• Comments
• Transac8on
• Tes8monials
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 6!
7. Creating Content Should Promote Thought Leadership And
Expertise Across Owned, Paid, And Earned Media.
Personalized
content
is
an
important
part
of
engaging
and
conver8ng
leads
as
well
as
retaining
and
growing
exis8ng
business
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 7!
9. Content Distribution Has Proliferated Beyond Traditional Channels
A
central
repository
is
needed
to
efficiently
manage
content
crea8on
and
dissemina8on
across
all
customer
touch
points
Company
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 9!
10. Content “Publishing” Ecosystem: End To End Content
Oversight And Execution
Governance & Oversight Management & Maintenance
Priori8zed
Publishing
Calendar
Execu8ve
Content
Direc8on
“Editor”
PlaTorm:
Cross-‐Channel
Content
Produc8on
and
Maintenance
Branded
Campaign
Targeted
Updates
Content
Content
Content
&
News
Content
Content
Commi[ee
Ops
Team
Social
Live
Web
Mobile
Print
Media
Person
Behavioral Analysis, Results
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 10!
11. Open Forum Is American Express’ Strategy To Create Market
Leadership And Engagement In The Small Business Community
² OPEN Forum is a content rich
destination that provides small
business owners useful information
and share issues within the community!
!
² OPEN Forum includes pertinent
articles, blogs, and contributors that
are regularly updated!
² Articles and content throughout OPEN
Forum can be shared through Twitter,
Facebook, LinkedIn, email, RSS, etc. !
!
² Mobile and tablet applications have
been introduced as additional
distribution points!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 11!
12. Drivers Of Integrated Sales Experience
There
are
several
factors
that
will
impact
how
financial
advisors
interact
with
their
clients
Social
Media
Integrated
Mobile/
Content
Sales
Tablet
Experience
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 12!
13. Social Media Represents A Significant Opportunity To Engage
Clients And Prospects
² Growing
expecta8on
that
firms
have
social
media
presence
as
part
of
their
engagement
model
–
Digital
Na8ves
have
a
“social
media
first”
mindset
² Social
media
is
becoming
an
increasing
source
of
proac8ve
customer
servicing
and
more
companies
are
using
so]ware
to
monitor
social
cha[er
² 52%
of
Twi[er
and
Facebook
users
are
over
35
and
50-‐56
age
bracket
has
seen
a
sharp
increase
from
9%
of
users
in
2008
to
20%
in
2011
² The
use
of
social
media
amongst
wealth
clients
is
increasing:
70%
of
millionaires
use
social
media
with
46%
using
Facebook
in
2011,
nearly
doubling
from
26%
in
2010
² In
contrast,
60%
of
wealth
management
firms
have
no
presence
or
occasionally
update
their
ac8vi8es
on
social
networks
² Tradi8onal
measures
of
success
need
to
be
reexamined
and
new
ways
of
quan8fying
the
impact
of
social
media
need
to
be
established
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 13!
Source:
Pew
Internet
&
American
Life
Project
14. Social Networks/Blogs Grabbing A Large Share Of Consumers
Time!
Time spent by U.S. consumers condensed
to the equivalent of one hour – social
media/blogs take up approximately 13
minutes of every hour!
Source: Nielsen NetView June 2010
Facebook remains the primary
social media platform eclipsing
all others!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 14!
Source: comScore, Google, Statista
15. Over 50% Of Online Users Expect Weekly or Monthly Updates
Through Social Networks
Marketing Contact via Social Networks
% of respondents June 2011
28%
26%
13%
11%
7%
6%
4%
3%
2%
More than Once Every other Twice Once Twice a month Once a month Never Other
once a day a day day a week a week or less
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 15!
Source:
ROI
Research
and
Performics
16. Social Platforms Are A Trusted Source Of Information And A
Growing Influence On Buying Behavior
Social
Tools
that
Impact
Purchasing
Decisions,
June
2011
User
generated
product
reviews
59%
Customer
Q&A
on
product
website
42%
Purchasing
advice
for
financial
products
39%
Community
forums
(peer
groups)
26%
User
generated
videos
15%
Facebook
company
fan
pages
13%
Facebook
newsfeed
13%
Mobile
(phone
apps,
text
alerts)
9%
Twi[er
(monitor,
respond,
post)
9%
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 16!
Source:
e-‐tailing
group,
PowerReviews,
ROI
Research,
and
Performics
17. Drivers Of Integrated Sales Experience
There
are
several
factors
that
will
impact
how
financial
advisors
interact
with
their
clients
Social
Media
Integrated
Mobile/
Content
Sales
Tablet
Experience
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 17!
18. Mobile’s Growing Influence – Expect It To Become The
Channel Of Choice For Most Activities
² More people access Twitter and Facebook on mobile devices than on
desktop computers!
² Americans spend an average 2.7 hours socializing on their mobile
phones!
² Mobile banking has tripled to 15% between 2008 and 2011; more than
40MM U.S. consumers will be using mobile banking by the end of 2012!
² Nearly 30% of consumers conduct product research on mobile devices!
² 70% of all mobile searches result in action within 1 hour!
² Smartphone shipments are the fastest growing mobile segment and
tablets will out sell computers within the next few years.!
² Mobile web traffic will exceed desktop traffic by 2015!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 18!
Source: Mobile Banking News
19. The Rise Of The Mobile Web As The Dominant Channel Of
Choice
Facebook mobile users have! Nearly 30%of consumers conduct
product research on mobile devices !
from 50MM in 2009 to 200MM in 2011!
There are mobile video Twitter has over active users
playbacks from YouTube every day! sending over tweets a day!
Social networking accounted for over 86% of mobile internet users use their
of all page views on mobile phones in 2011! mobile phone while watching TV !
Over 300k apps have been developed in 90% of the largest retailers have a mobile
the past 3 years and downloaded more than site or smartphone app!
10.9B times!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 19!
20. The Emergence Of The “Mobile First” Mindset – Companies
Need To Develop Alternative Screen Experiences
Mobile phones have become an indispensible tool for real time research and
purchasing behavior – tablets will accelerate these rates!
% of respondents
Researched
Product
on
Mobile
29%
Researched
on
Mobile
and
Bought
26%
In-‐Store
Purchased
On
A
Mobile
Website
24%
Researched
on
Mobile
and
Bought
21%
Online
Purchased
With
A
Mobile
App
18%
In-‐Store
Price
Comparison
16%
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 20!
Javelin
Strategy
2009
21. Tablets Will Play An Integral Role For Digital Consumers –
Firms Need To Adjust Their Strategy And Experiences
In-person experience and tools/calculators will become more prevalent, consumers
will expect more complexity without sacrificing ease of use!
60%
%
Ownership
US
Adults
With
A
Tablet
or
eReader
55%*
50%
40%
29%
30%
18%
20%
16%
14%
10%
5%
6%
3%
4%
2%
0%
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 21!
*Estimate Source: Pew Research; Independent Research
22. Mobile Consumer Behavior
Fueled by apps, mobile devices have become indispensible part of our lives!
Over 300k apps have been developed in the past 3
years and downloaded more than 10.9B times!
Consumer’s use mobile devices is ubiquitous !
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 22!
23. Where
do
we
go
from
here?
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 23!
24. Over The Next 3-5 Years Expect A Major Shift In How Financial
Advisors Interact With Clients and Prospects
² Acknowledgement
in
the
growing
influence
of
social
media
and
mobile
usage
in
the
financial
advisor
community
² Skep8cism
exists
that
digital
touch
points
can
be
used
to
build
rela8onships
in
an
industry
that
has
tradi8onally
been
a
high
touch,
personal
service
² Firms/financial
advisors
will
need
to
figure
out
how
to
increase
their
social
media
presence
in
order
engage
prospects
and
clients
² Companies
need
to
navigate
the
regulatory
and
privacy
hurdles
that
exist
internally
and
externally
² Generally,
advisors
need
to
build
up
their
social-‐mobile
skills
to
be
more
effec8ve
in
engaging
a
growing
digital-‐first
audience
² Social-‐mobile
ini8a8ves
should
not
be
managed
in
isola8on,
integra8on
with
exis8ng
channels
is
cri8cal
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 24!
25. Firms Are Gradually Introducing Their Financial Advisors To Social
Media, But Within Three Years It Will Be Commonplace
“Putnam
investments
launches
video
blog
to
“Goldman
Sachs,
which
recently
said
help
financial
advisors
tap
social
media”
it
was
looking
to
hire
a
‘social
media
community
manager,’
has
taken
to
Morgan
Stanley
Smith
Barney
plans
to
give
TwiPer
to
post
news
about
the
firm.”
par9al
access
to
TwiPer
and
LinkedIn
for
it’s
17,000
financial
advisors
which
amounts
to
a
bet
that
social
media
can
be
an
effec9ve
business
tool
for
financial
advisers.”
“AllianceBernstein,
has
given
employees
access
to
LinkedIn.”
“The
Blackstone
Group
also
maintains
“Morgan
Stanley’s
retail
brokerage
a
TwiPer
account.”
unit,
using
TwiPer
and
LinkedIn
has
helped
financial
advisers
win
more
business
over
the
past
year.”
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 25!
Source:
The
Securi8es
Industry
and
Financial
Markets
Associa8on
26. Social Media Activity Is Growing Across Firms, However,
Success Should Be Measured By Level Of Engagement
JPM
–
Facebook
JPM
Community,
Twi[er
JPM
Funds
Blackrock
–DSP
Blackrock
Mutual
Funds
Facebook
Followers
=
151.9k
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 26!
27. Advisors Are Increasingly Using Social Media Although Its Use
For Business Purposes Lags Personal Use
Approximately
30%
-‐
40%
of
advisors
do
not
use
social
media
for
business
purposes
Sep-‐11
Mar-‐12
67.0%
68.2%
63.3%
65.0%
Percent of advisors using social media!
62.2%
53.2%
48.1%
51.5%
43.8%
45.0%
34.7%
31.0%
Wirehouse/
Regional
Firm
IBD
RIA
Insurance
Bank/
Na8onal
Firm
Brokerage
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 27!
Source:
Registered
Rep
and
Wealthmanagement.com
28. LinkedIn Is The Leading Social Network Among Advisors
² Among
advisors
using
at
least
one
social
network
for
business,
90%
use
LinkedIn
and
are
more
than
three
8mes
as
likely
to
use
it
over
other
social
networks
² Facebook
is
the
dominant
social
network
for
personal
use
at
71%
Social
Networks
Used
for
Business
Overall
Social
Network
Usage
for
Business/
Personal
Among
financial
advisors
who
use
at
least
Purposes
one
for
business
LinkedIn
Facebook
Twi[er
Google+
Business
Personal
Total
Usage
91%
LinkedIn
83%
17%
78%
Facebook
29%
71%
75%
32%
38%
28%
Twi[er
39%
61%
22%
Google+
50%
50%
37%
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 28!
Source:
LinkedIn
Marke8ng
Solu8ons
and
FTI
Consul8ng,
May
2012
29. Active Rates And Frequency In The Usage Of Social Networks
Among Advisors Is Increasing
Used
Social
Network
Foe
² Nine
out
of
10
advisors
now
have
a
social
Business
Purposes
At
Least
media
profile
or
account
and
56%
are
ac8ve
1x
Week
1x
Month
(vs.
51%
in
2011)
LinkedIn
53%
74%
Facebook
37%
48%
² Among
advisors
with
social
network
Twi[er
31%
37%
accounts,
LinkedIn
and
Facebook
have
highest
penetra8on
rates
but
Twi[er
is
Google+
20%
27%
growing
at
the
fastest
pace
73%
71%
2011
2012
² Although
most
advisors
report
that
their
%
Of
Advisors
With
An
Account(1)
62%
55%
social
media
use
is
restricted,
it
has
not
deterred
the
overall
adop8on
rate
of
social
media
27%
19%
² Twi[er
can
be
an
effec8ve
high
frequency
communica8ons
tool
to
lead
users
to
specific
sites
and
content
Facebook
LinkedIn
Twi[er
(1)
Source:
American
Century
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 29!
Source:
Registered
Rep
and
American
Century;
LinkedIn
Marke8ng
Solu8ons
and
FTI
Consul8ng,
May
2012
30. Among Advisors, LinkedIn Is The Leading Social Network Because It
Most Closely Complements How They Grow Their Book Of Business
Among
social
networks,
LinkedIn
is
far
ahead
for
business
usage
to
drive
lead
genera8on,
connec8ng
with
clients//prospects,
and
genera8ng
asset
inflows
71%
LinkedIn
Facebook
Twi[er
Google+
42%
42%
34%
31%
30%
20%
16%
17%
12%
12%
11%
11%
11%
8%
9%
9%
7%
8%
8%
7%
7%
6%
7%
5%
5%
5%
2%
Making
professional
Improving
the
Building
my
brand
Cul8va8ng
client
Expanding
my
Enhancing
current
Cascading
thought
connec8ons
effec8veness
of
my
iden8ty
prospects
professional
client
rela8onships
leadership
in
my
referral
network
knowledge
base
field
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 30!
Source:
LinkedIn
Marke8ng
Solu8ons
and
FTI
Consul8ng,
May
2012
31. Advisors Believe That Using LinkedIn For Prospecting Has Led
To New Client Acquisition And AUM
Advisors
that
gained
clients
from
LinkedIn
were
2-‐2.5X
more
successful
in
engaging
and
cul8va8ng
client
rela8onships
than
those
who
did
not
acquire
clients
on
LinkedIn
Source:
LinkedIn
Marke8ng
Solu8ons
and
FTI
Consul8ng,
May
2012
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 31!
32. The “Social-Advisor” Era Has Begun To Take Shape – Are You
Ready?
FACTS
&
STATS
IMPLICATIONS
Social
networking
usage
increased
10%+
in
2012
and
Laggards
in
adop8ng
a
social
strategy
will
be
is
approaching
or
exceeding
50%
at
many
firms
at
a
compe88ve
disadvantage
25%
of
advisors
acquired
clients
through
social
media
Its
impera8ve
that
firms
to
adopt
an
efforts
following
a
tradi8onal
first
contact
integrated
channel
strategy
Social
media
usage
among
advisors:
LinkedIn
84%,
Each
social
network
has
a
specific
a[ributes
Facebook
28%,
Twi[er
16%
and
its
usage
should
be
clearly
defined
43%
of
advisors
do
not
use
social
media
for
business
Companies
and
advisors
need
a
coordinated
purposes,
but
74%
are
interested
in
it
for
strategy
and
training
to
develop
the
prospec8ng,
marke8ng
and
communica8ons
appropriate
social
skills
to
engage
prospects
and
customers
For
those
with
policies
in
place,
nearly
67%
of
firms
There
is
a
large
gap
between
the
personal
prohibit
the
use
of
Facebook,
YouTube
and
Twi[er
usage
and
business
prohibi8on
of
social
for
business
purposes;
25%
prohibit
the
use
of
media
needs
to
be
resolved
to
minimize
LinkedIn
compliance
and
reputa8onal
risks
Among
advisors,
compliance
and
regulatory
concerns
Coordina8on
needed
among
advisors
and
are
considered
to
be
the
primary
challenge
when
compliance
teams
to
understand
using
social
media;
specific
areas
of
uncertainty
are
regula8ons.
Policies
need
to
outline
how
to
answer
ques8ons
and
permissibility
in
sharing
permissible
usage
of
social
media
by
opinions
or
advice
with
clients
advisors.
Interactive. Proprietary And Confidential.!
© 2011 Blue Panda 32!
Source:
Registered
Rep
and
WealthManagement.com
33. Advisor Social Media Playbook – Building A Personal Brand
In A Socially Connected World
Build Your Social Media Profile!
² Ensure a LinkedIn profile articulates and highlights experience and expertise.
Recommendations and endorsements add credibility. !
² Create a Facebook profile that highlights a personal side, interests, include content
that will garner attention and sharing among your followers.!
² Use Twitter as a communication platform to connect with websites and other social
media platforms.!
!
Expand Your Circle Of Influence!
² Facebook, LinkedIn, and other social media platforms provide a window into personal
events/milestones that an advisor can connect to with relevant, targeted content. !
² LinkedIn and Facebook enables an advisor to scan a clients' network for potential
prospects. Engaging with one’s network provides exposure to contacts and potential
leads, but avoid overt selling tactics, take a consultative approach.!
Broadcast To Your Network And Their Connections!
² It’s important to publish useful, relevant information, research papers, etc. Sharing
this information across LinkedIn Groups, Facebook, email will expand reach. !
² Twitter is a good way to broadcast to your network and lead them to relevant
information.!
² Every client is a sphere of influence and social media is an efficient and effective
method to connect with them and their network.!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 33!
34. Considerations As You Plan Out Your Digital Strategy
It
is
important
to
clearly
define
your
goals
when
cra]ing
your
social
media
plan.
Decide
if
you
want
to
increase
sales,
create
a
stronger
brand
iden8ty
and
posi8oning
as
a
thought
leader,
generate
deeper
engagement,
etc.
² Know
your
community
and
create
compelling
content
for
them;
ensure
that
content
is
8mely,
relevant,
and
can
be
shared
across
social
networks
² Focus
efforts
on
conversa8on
and
engagement
rather
than
selling
products
or
services
² Devise
ways
to
harness
user
generated
content
and
audience
engagement
to
a[ract
a
larger
base
of
followers
² Use
social
media
as
a
customer
listening
tool
and
provide
proac8ve
customer
service
² Tools,
calculators,
benchmarks
are
ways
to
engage
your
audience;
they
should
be
built
for
mobile
devices
and
tablets
for
use
as
standalone
applica8ons
or
for
face-‐to-‐face
advice
sessions
² Advisors
already
on
social
media
should
be
pro-‐ac8ve
and
reacquaint
themselves
with
internal
and
regulatory
policies
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 34!
35. “The era of the Social-Mobile Financial Advisor
has dawned. Companies and financial advisors need to
focus on engaging with their clients across social media
platforms. Advice, customer experience, and
personalized content will converge and the winners will
be those that can make the transition.”!
!
Jeffrey Fleischman, CEO
Blue Panda Interactive!
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 35!
36. Q&A
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 36!
37. Blue
Panda
Interac8ve
[Digital
Consultancy
+
Crea8ve
Agency]:
Merging
the
brains
of
a
strategic
consultancy
and
the
innova8ve
approach
of
an
agency
to
transform
customer
experiences.
We
focus
on
digital
strategy,
media,
and
analy8cs
to
connect
brands
with
their
customers.
We
leverage
innova8ve
ideas
that
are
based
on
business
goals
and
customer
needs
to
execute
winning
strategies.
Our
belief
is
that
integrated
marke8ng
and
content
are
key
ingredients
to
connect
and
engage
with
your
audience.
It’s
about
sharing
a
passion
to
drive
business
outcomes
and
delight
customers.
If
you
would
like
to
learn
more
about
how
we
can
partner
with
you
please
contact
us
at
info@bluepandainterac8ve.com
© 2011 Blue Panda Interactive. Proprietary And Confidential.! 37!