©2015 Morningstar, Inc. All rights reserved.

Leslie Marshall, Director – Events, Magazine and Social Media

Finance is regulated, social media isn't: How to avoid costly missteps

Digital Playbook Agenda

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gSocial Media at Morningstar Inc.

gSocial Media Trends

g Impact of Technology

gSocial Media and Compliance – Perception vs. Opportunity

gWorking with Compliance

gContent

gReality check: Is It ‘social’?

gSocial Media Evolution = Digital Experiences

g Instagram Case Study

gCompliance and Social Success

Social Media at Morningstar Inc.

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g Lead Morningstar corporate social media strategy and account management

/Global oversight | Local execution

gEstablish social media strategy, account naming and hashtags.

g Implement design and brand guidelines.

gShare best practices and lead training sessions for employees.

gReport on results.

gManage Social Media Toolkit for Employees

/Company Social Media Policy

/Social Media Briefing Document + Brand and Design Guidelines

Morningstar Inc. Social Media Presence

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Morningstar’s Approach to Social Media

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gLISTEN

/Monitor brand mentions, topics and hashtags.

/Look to join conversations where we can add value around the topic of investing.

/What are investors talking about; what are their concerns?

g CREATE

/ Share our unique point of view that followers cannot get from other sources.

/ Promote Morningstar’s proprietary investing research.

/ Live-tweet Morningstar conferences, online events and webinars.

/ Provide insight into working at Morningstar and highlight our employees and work culture.

g ENGAGE

/ Respond to followers who have questions, comments and feedback.

/ Create positive interactions and turn a negative experience into a positive experience.

Social Media Trends: Your Current Clients

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g81% of financial advisors use social media for business. - Putnam Investments 2015 Social Advisor Study

g “While (social media) usage among young adults started to level off as early as 2010, since then there has been a surge in usership among those 65 and older. In 2005, 2% of seniors used social media, compared with 35% today.” – Pew Research Center

g81% of high-net-worth investors are now using social media – LInkedIn, Webinar: Influencing High Net Worth Individuals on Social Media

Social Media Trends: Your Future Clients

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g73% of Millennials find new financial services from Google, Amazon, PayPal or Square more exciting than their own banks. – The Millennial Disruption Index, 2016

g1 in 5 millennials believe social networks will be the hub of all their financial information in the future. – Ipsos and LinkedIn joint study, 2015

g There are now over 200 robo-advisors and together, these disruptive financial technology (#FinTech) services are projected to manage $2.2 trillion in the U.S. by 2020

g “What impresses me, though, is what [robo-advisors] have done with user engagement. They’ve created compelling user interfaces… They make investing more accessible and less intimidating.” – Joe Mansueto, CEO, Morningstar Inc., Aug/Sept. issue

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Technology Trends: Driving Changes in Investing

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Social Media and Compliance: Perception

Social Media and Compliance: Opportunity

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gYes, there are compliance requirements.

g Find a good starting point with your compliance team and build from there.

g Limitations (think 140 characters, 6 seconds) result in rethinking how to present information.

Social Media and Compliance: Imagine the Possibilities

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g Investors want education on offerings and information about financial topics.

Social Media and Compliance: Imagine the Possibilities

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g Investors want to be able to reach out and get answers as well as address complaints.

Social Media and Compliance: Imagine the Possibilities

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g Investors are interested in your brand values.

Digital Playbook: The Team and Resources

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gWorking Relationship with Compliance is

/However, your team is already working with them on marketing campaigns to approve and review content.

gBring together a cross-functional team, including:

/Marketing

/Corporate communications/PR

/Legal

/Compliance

/HR

/Sales

gDevelop a Social Media Policy for the company and for employees

gUse Social Media Compliance Tools for workflow, approvals, maintain archives.

gEstablish a workflow process to create and approve content.

Digital Playbook: Planning and Process

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gPick specific events and important milestones to develop digital experiences reflective of your strategy:

/Establish timelines and turn-around to review social campaigns

/Create pre-approved content

/Prepare for follower interaction

/Come up with different scenarios that may occur via social

/Set up approved client responses with compliance in advance

/Direct followers to an offline/private communication path (DM, email, phone)

g Think like a publisher:

/Create daily, weekly, monthly content plans

/Be prepared to respond to daily market issues or crises. Have daily check-in meeting with team to discuss opportunities.

/Appoint spokespeople who are prepared at any time to address daily topics. These are people within the organization who have been media-trained and understand compliance regulations.

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Digital Playbook: The Periodic Table of Content

Source: Andy Crestondina, Orbit Media Studios https://www.orbitmedia.com/blog/content-chemistry/

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Digital Playbook: Top-Performing Social Content Type

MarketingCharts.com

Digital Playbook - Checklist: Is It Social?

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What is the goal for sharing this content via social media?

Who do you want to reach (and where are they)?

How does this help our followers?

Answer: WIFM?

Why should we interrupt their day with this post?

Are there compelling graphics ?

What is the story you are trying to tell?

What are the key talking points?

What questions can we ask our followers to drive conversation?

Is there a spokesperson who is an expert on this content?

Have pre-approved processes in place to handle responses

Morningstar Social Media Checklist

Digital Playbook: Evolution of Social = Creating Digital Experiences

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gSocial media today is all about the experience.

gChallenge for all companies: What is hot next is driven by the customer – not the company.

gAdapt and pivot quickly:

/How does this platform help us further our goals?

/What does the data say?

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Case Study: Launching an Instagram Account for Morningstar Inc.

g Instagram’s mission is to capture and share the world’s moments – from the everyday to the spectacular.

g Instagram is a place for visual inspiration. People on Instagram follow their passions and explore the world through images.

g Instagram’s core values are:

/Passionate Community

/Creative Content

/Visual language

g Instagram is the fastest growing community online:

/400M+ monthly users

/80M+ photos and videos contributed daily

/3.5B likes daily

/75% of the community is outside of the US

/People spend 21 minutes on the app daily

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Why Instagram?

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Why Instagram Now? Instagram is a social media platform that is owned by Facebook and primarily used as a mobile app. 2015 represented a shift in which adults in the US spent 51% total of their internet time on mobile. A Morningstar Inc. Instagram account is an opportunity to extend our brand narrative to a growing mobile audience.

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Why Instagram Now?

In 2014, Over 90% of Instagram’s users were under the age of 35. This would be an ideal way to further connect with Morningstar’s largest audience on Facebook (25-34).

Instagram + Morningstar Inc.

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g Inspire people visually with Morningstar’s story by sharing our unique point of view.

gExpress highly memorable, creative, and distinct visuals that represent the company globally.

gUse use Instagram to grow Morningstar’s brand awareness among millennials and women (key users within the Instagram community).

gCreate posts that follow story themes in order to develop diverse content that is consistent with our brand.

gSelect two or three storylines to develop consistency in messaging, and to help with planning and approval processes.

Great People Great Design Great Products

Instagram: Storyline = Great People

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gOne of our greatest assets is the people at Morningstar. We have a diverse workforce globally.

Instagram: Storyline = Great Design

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gWe value great design at Morningstar – from our products to our workspaces.

Instagram: Storyline = Great Products

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gWe aim to serve investors first by offering them tools and information so they feel empowered to make investment decisions.

Digital Playbook: Compliance and Success with Social Media

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gAlign your social strategy with business goals.

gDevelop the process with compliance as partners.

gBe persistent.

gKeep records.

gPlan everything.

/Allows you to be flexible and responsive.

gUse data to drive new developments and digital experiences.