This document provides an overview of using social media effectively for business purposes. It discusses choosing the right social media platforms based on audience characteristics like age and interests. Content is key, and the document provides tips for developing a content strategy like focusing on topics of interest to different investor types and using a content calendar. Automation tools can help efficiently create and distribute content across multiple platforms while tracking engagement metrics. The overall message is that social media is about building relationships and adding value through high-quality, consistently-posted content.

1. Social Media
Case Study:
Using Content
to Effectively Reach
Your Target
Audience
Erin Meijer
Social Media Manager
For Investment Professional Use Only – Not to be Shown or Distributed to the Public
Understand. Act.

2. Why Social
Media?
2

3. Why Social Media?
It’s where clients and prospects are
Audience
(Users)
200 million, affluent professionals
1 billion, 66% age 25-55
500 million 65% overage 35
Purpose
Networking
Socialize and build
a fan base
Share opinions/news
Special
Features
Join special-interest groups, easy
search capabilities, preferred site for
advisors
Largest audience of all social media
sites; tools for networking;can create
business page
Send pithy insights that establishes
you as thought leader; real-time
communication
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4. Why Social Media?
You are one. Your clients are many.
Social Media Potential: High Reach, High Engagement
Source: Kasina e-business report May 2012
4

5. It’s Not Social Media, It’s Social Business
Use social media to meet your business objectives
Advisors using social media to grow their business
Source: LinkedIn Marketing Solutions and FTI Consulting, May 2012
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6. Be Effective:
Content Is King
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7. Developing Your Content Strategy
Determine content focus
Information Expected
on Social Platforms
Affluent
Ultra Affluent
Market and economic trends and
commentary
73%
70%
64%
New product information
62%
58%
57%
Company background
60%
55%
55%
Product performance updates
54%
52%
50%
Best practices, case studies/
thought-leadership pieces
38%
34%
17%
Moderating a group discussion
If a financial services
company were to use social
media, then what type of
information would you expect
to receive from it?
Mass Affluent
21%
14%
7%
Base: Social Platform Users
Low Expectation
High Expectation
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8. Developing Your Content Strategy
Choose content type
§ Go beyond the typical status update or tweet
§ Use multimedia to keep your audience engaged
§ 44% of users are more likely to engage with a
brand that posts images
8

9. Get Creative
Look to third parties for creative content to share with your network
§ Share videos, visuals and infographics in order to
get your message to our audience in a creative
way
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10. Developing Your Content Strategy
5. Create a content calendar
§ Plan ahead
§ Keep it consistent, when possible
- Example:
Monday
Tuesday
Market outlook
Wednesday
Investing tip
Thursday
Friday
Opinion on
week’s activities
Weekend
Relevant video
§ Use a content-management dashboard to schedule posts and track engagement
§ Social is NOT “set it and forget it”
- Determine what works well and replicate it
- Get a feel for when your audience is most engaged
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11. Developing Content: You Are What You Tweet
Best practices in creating successful social content
1
Be authentic
2
Always add
value
3
4
Have a
strong call to
action
Keep the
social in
social
media: It’s a
two-way
street
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12. Get Efficient:
Using
Automation
Tools
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13. Get Efficient: Using Automation Tools
Why use a social media automation tool?
§ Minimize time and effort needed for maximum social impact
§ Create content and post to multiple platforms from a single dashboard
§ Schedule posts ahead for the week
§ Automate process of distribution and syndication
§ Monitor activities and engage such as responding to comments, identifying new fans and followers
§ Built-in analytics
Likes
Retweets
# of Follows
Clicks
Shares
P
P
P
P
P
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14. Making Social Business Successful
Best practices
§ Good content is key
§ Pick the right platforms for you and your audience
§ Automate to save time
§ Measure and monitor
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