kasina the asset manager's guide to social media
Post on 14-Sep-2014
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DESCRIPTION
kasina delves into Asset Managers' use of social media, best practices for developing a social media strategy and tactics, and data exploring firms' concerns and adoption.TRANSCRIPT
The Asset Manager’s Guide to Social Media
January, 2010
2
Methodology
Social Media
+ Surveyed 64 executives at 48 firms
AUM range from $12 billion – top firms
+ Web survey including quantitative and qualitative questions
+ Extensive secondary research of studies, news, trade journals
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Social Media is Mainstream
Social Media
+ People and organizations use social media to post updates, share content, comment, recommend, disapprove, forward links
+ 60% of Fortune 1,000 companies with a Web site will connect to or host a social community to build customer relationships*
+ 77% of Inc. 500, America’s fastest-growing companies, use social media tools**
+ User demographics mirror general US population
+ 80% of social media users interact with companies, not just friends***
* Ginsburg, Monica. “Fortune 500 companies using social media to reach customers.” Chicago Business. January 04, 2010
** Barnes, Dr. Nora Ganim and Mattson, Eric. Social Media in the Inc. 500. Society for New Communications Research and Financial Insite Inc. 2008*** “Four-Out-Of-Five New Media Users Interact With Companies and Brands Online, Up 32% From 2008” 2009 Cone Consumer New Media Study. October 20, 2009
4
Asset Management Firms Are Slow to Adopt
Social Media
+ Only 48% of firms claim any social media presence + A handful has built more than a cursory presence+ Fewer than 20% intend to develop a presence in the next twelve months
20%
39%
24%20%
25%22%
14%18%
0%5%
10%15%20%25%30%35%40%45%
Facebook LinkedIn Twitter YouTube
% o
f res
pond
ents
Please rate your firm's involvement in the following social media sites
Currently have a presence Have evaluated & plan to participate w/in next 12 mos.
©2010kasina
5
Communicate With Your Customers Where They Are
Social Media
+ 74.5% of advisors use any of these social media sites at least occasionally
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Manage Your Brand - Opting Out is not an Option
Social Media
+ United Breaks Guitars video 7 million views & 40,000 comments
+ “Debtor’s Revolt Begins Now” Bank of America video ~500,000 views & 7,700 comments
7
Enhance Your Reputation of Expertise
Social Media
+ Vanguard uses YouTube, Facebook, Blog to showcase leadership
8
Firms Are Gaining Experience with Several Key Sites
Social Media
9
73% of Firms Feel Compliance is a Barrier to Entry
Social Media
+ Chief concerns are content, comments and record-keeping
Agree, 73%
Disagree, 27%
Compliance or legal concerns significantly impede our ability to participate in social media
©2010
kasina
10
90% of Firms Plan to Engage in Social Media
Social Media
Social media will be integrated with our Web site strategy,
76%
We will participate in social media, but
this activity will reside largely away from our Web site,
14%
We will not be an active participant in social media, 10%
How will your firm participate in social media in the next 3-5 years?
©2010
kasina
11
Benefits of Engaging in Social Media Now
Social Media
+ Develop and enhance customer loyalty Integrate social media into Web site. Let users comment on content, see what is popular
among other users
+ Broaden access to content Distribute content to provide easy access to videos, slideshows on community Web sites.
+ Connect wholesalers with advisors in online social communities Form groups for discussion and exchange of best business practices
+ Provide enhanced service Tracking tweets and comments on products and services.
+ Research trends and needs among investors and advisors Use polls and surveys on community sites to gather and analyze data on customers Analyze and report on social community feedback
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About kasinaOur firm has a singular mission: Innovate distribution in financial services
Social Media
For more information, please contact:
Andy Edwards Business Development Manager
e-mail: [email protected]: 646 257 4454fax: 212 349 7413