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Social Media Case Study:Using Contentto Effectively Reach Your Target AudienceErin MeijerSocial Media Manager

Why Social Media?

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Why Social Media?

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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 builda fan base Share opinions/news

SpecialFeatures

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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You are one. Your clients are many.

Why Social Media?

Social Media Potential: High Reach, High Engagement

Source: Kasina e-business report May 2012

It’s Not Social Media, It’s Social Business

Advisors using social media to grow their business

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Use social media to meet your business objectives

Source: LinkedIn Marketing Solutions and FTI Consulting, May 2012

Be Effective: Content Is King

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Determine content focus

Mass Affluent 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 21% 14% 7%

Low Expectation High Expectation

Developing Your Content Strategy

Information Expected on Social Platforms

Base: Social Platform Users

If a financial services company were to use social media, then what type of information would you expect to receive from it?

Developing Your Content Strategy

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§ 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

Choose content type

Get Creative

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§ Share videos, visuals and infographics in order to get your message to our audience in a creative way

Look to third parties for creative content to share with your network

Developing Your Content Strategy

§ Plan ahead

§ Keep it consistent, when possible

- Example:

§ 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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5. Create a content calendar

Monday Tuesday Wednesday Thursday Friday Weekend

Market outlook Investing tip Opinion onweek’s activities

Relevant video

Developing Content: You Are What You Tweet

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Best practices in creating successful social content

Have a strong call to

action

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Keep the social in social

media: It’s a two-way

street

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Always add value

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Be authentic

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Get Efficient: Using Automation Tools

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Get Efficient: Using Automation Tools

§ 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

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Why use a social media automation tool?

Likes Retweets # of Follows Clicks Shares

P P P P P

Making Social Business Successful

§ Good content is key

§ Pick the right platforms for you and your audience

§ Automate to save time

§ Measure and monitor

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Best practices

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