Social Media: Any place for this in the fund industry?

Hello I’m Andrew Walker from @Tweetminster

www.tweetminster.co.uk

Are you tired of hearing

about social

media?

Would you transfer fundsthrough this guy?

1.1 million participants raising $174m US since 2003

“I’m not on Twitter because telling people what I had for dinner last night or when I’m having a bath is irrelevant”

2009

2012

It’s B2C, not B2B though…

B2B social media is in flux because of the generational impact of… social media

Technology affects behaviour & will impact B2B sooner or later

Business has to move away from funnel processes

Advertising based funnels leak prospects to the social web 0.2% CTR on ads, 2% CTR on AdWords

Social networks mean multi-touch marketing& comms

Multi-touch is an audience multiplier

Industry network

Their friends, followers & networks

Client network

Event networks

Work Contacts

Media & bloggers

So

cia

l me

dia

ca

mp

aig

ns

Search is at the wrong end of the funnel for growing new services & marketing reach

We’re real time and social, we carry computers everywhere

(It’s also a phone)

For the first time we have large volume data insights to explain customer behaviour…

Lady Gaga peaks around album releases not singles

Coldplay peaks around TV coverage of live festivals

Using network intelligence

Twitter is like Google for things you don’t know you’re looking for yet.

Comms team

Copywriting/Marketing

Legal teamReal time Really long time

Funnel processes create inertia

Sources Actual Shares Average Shares

New content publishers vs established news media brands

Proof? Why are traditional news brands losing audiences?

NewcomersCurationBlogsDataDownloadsEventsInteractiveJournalismPetitionsVideo

They’re not adapting to new behaviours

News Media

BlogsLive BlogDataVideoJournalism

Over 64,000 links analysed = huge statistical sample gathered free

Multi-touch modelCurationBlogsDataDownloadsEventsInteractiveJournalismPetitionsVideo

Notice anything?

Funnel model

BlogsLive BlogDataVideoJournalism

Average Shares

POV acquisition in the finance sectorCreate demand through continuous engagement

(because Adwords don’t work for small financial service companies)

How information disperses through social networks

Discovery

POV content

B2B chat

Reach

1. Create expert content in the right channels for business

2. Comment and respond to build ‘strong’ links that will build your POV sales network

3. Amplify your signals through news feed networks to generate SEO value from your content

4. Build a network of weak links to increase your POV reach through social engagement

5. Use data insight to develop a POV sales strategy, define your targets & measure your ROE

Cre

ate

a P

OV

pro

file

Am

plif

y &

en

ga

ge

Find influencers

Find the event network B2B network CRM & leads

Weak links = marketing Strong links = prospects

1. Multi-touch output2. Strong ties for B2B networking & prospects3. Weak ties for spreading marketing &

awareness4. Leverage real time & mobile activity5. Integrate with your SEO

"One day there will be a telephone in every major city in the USA”

Alexander Graham Bell

Thanks

The most important part of social media is the social

bit, so if you want to chat…

I’m @killdozer