COPYRIGHT 2013 CORPORATE INSIGHT INC

A GUIDE TO SOCIAL MARKETING

AUTHOR FRED LAPOLLA

REPORT RELEASED MAY 2013

ASSET MANAGEMENT AND SOCIAL MEDIA

ABOUT CORPORATE INSIGHT

2

AB

OU

T U

S

Connect With Us

Corporate Insight provides competitive intelligence and user experience research to the nationrsquos leading

financial institutions For over 20 years the firm has tracked technological developments in the financial

services industry identifying best practices in online banking and investing online insurance mobile

finance active trading platforms social media and other emerging areas There are no assumptions in

Corporate Insightrsquos work ndash we use live accounts at all of the firms we research providing our clients with

unparalleled unbiased intelligence on the competition

Corporate Insight welcomes the opportunity to speak with the media If you are interested in citing our

research or would like to schedule an interview with our analysts please contact Intermarket

Communications at 212-888-6115 or corporateinsightintermarketcom

FRED LAPOLLA

Senior Research Associate

212-832-2002 x-121

flapollacorporateinsightcom

BEN POUSTY

Marketing Manager

212-832-2002 x-134

bpoustycorporateinsightcom

Media Inquiries

TABLE OF CONTENTS

3

TAB

LE O

F C

ON

TE

NT

S

Introduction

Leveraging the Leading Social Networks

o LinkedIn Advisor Networking

o Twitter Leading the Conversation

o Facebook Engaging Consumers

o YouTube Branding amp Commentaries

o Google+ What Does it Add

Five Takeaways for Asset Management Firms

Corporate Insight Thought Leadership

About the Author

INTRODUCTION

4

INT

RO

DU

CT

ION

5

INT

RO

DU

CT

ION

BACKGROUND

This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors

Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy

INTRODUCTION

4

INT

RO

DU

CT

ION

5

INT

RO

DU

CT

ION

BACKGROUND

This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors

Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy

5

INT

RO

DU

CT

ION

BACKGROUND

This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors

Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy

LEVERAGING THE LEADING SOCIAL NETWORKS

6

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

TOP FIVE SOCIAL MEDIA PLATFORMS

7

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

LinkedIn

Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics

Twitter

Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing

Facebook

With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family

YouTube

YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse

Google+

The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing

TOP FIVE SOCIAL MEDIA PLATFORMS

7

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

LinkedIn

Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics

Twitter

Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing

Facebook

With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family

YouTube

YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse

Google+

The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing

LINKEDIN ADVISOR NETWORKING

8

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn

Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces

Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them

Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities

LINKEDIN ADVISOR NETWORKING

9

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

iShares LinkedIn Page

LinkedIn Leader iShares

The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog

iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service

TWITTER LEADING THE CONVERSATION

10

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients

Promotion Asset management firms use Twitter to promote site features services and fund products

Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile

Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable

Twitter B2B Marketing Statistic from optify

TWITTER LEADING THE CONVERSATION

11

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Invesco Twitter Account

Twitter Leader Invesco

Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts

Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience

FACEBOOK ENGAGING CONSUMERS

12

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content

Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out

Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors

LINKEDIN ADVISOR NETWORKING

9

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

iShares LinkedIn Page

LinkedIn Leader iShares

The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog

iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service

TWITTER LEADING THE CONVERSATION

10

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients

Promotion Asset management firms use Twitter to promote site features services and fund products

Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile

Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable

Twitter B2B Marketing Statistic from optify

TWITTER LEADING THE CONVERSATION

11

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Invesco Twitter Account

Twitter Leader Invesco

Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts

Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience

FACEBOOK ENGAGING CONSUMERS

12

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content

Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out

Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors

TWITTER LEADING THE CONVERSATION

10

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients

Promotion Asset management firms use Twitter to promote site features services and fund products

Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile

Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable

Twitter B2B Marketing Statistic from optify

TWITTER LEADING THE CONVERSATION

11

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Invesco Twitter Account

Twitter Leader Invesco

Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts

Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience

FACEBOOK ENGAGING CONSUMERS

12

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content

Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out

Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors

TWITTER LEADING THE CONVERSATION

11

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Invesco Twitter Account

Twitter Leader Invesco

Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts

Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience

FACEBOOK ENGAGING CONSUMERS

12

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content

Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out

Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors

FACEBOOK ENGAGING CONSUMERS

12

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content

Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out

Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors

FACEBOOK ENGAGING CONSUMERS

13

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Putnam Investment Facebook Page

Facebook Leader Putnam Investments

Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities

The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public

YOUTUBE BRANDING amp COMMENTARIES

14

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos

Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue

Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings

Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience

YOUTUBE BRANDING amp COMMENTARIES

15

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

OppenheimerFunds YouTube Page

YouTube Leader OppenheimerFunds

OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts

Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing

GOOGLE+ WHAT DOES IT ADD

16

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections

Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc

Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects

YOUTUBE BRANDING amp COMMENTARIES

14

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos

Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue

Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings

Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience

YOUTUBE BRANDING amp COMMENTARIES

15

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

OppenheimerFunds YouTube Page

YouTube Leader OppenheimerFunds

OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts

Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing

GOOGLE+ WHAT DOES IT ADD

16

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections

Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc

Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects

YOUTUBE BRANDING amp COMMENTARIES

15

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

OppenheimerFunds YouTube Page

YouTube Leader OppenheimerFunds

OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts

Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing

GOOGLE+ WHAT DOES IT ADD

16

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections

Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc

Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects

GOOGLE+ WHAT DOES IT ADD

16

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections

Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc

Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects

GOOGLE+ WHAT DOES IT ADD

17

LEV

ER

AG

ING

TH

E L

EA

DIN

G S

OC

IAL

NE

TW

OR

KS

Franklin Templeton Google+ Page

Google+ Leader Franklin Templeton

Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts

The firm uses colorful imagery in promoting the firmrsquos products and services

FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS

18

FIV

E T

AK

EA

WA

YS

FO

R A

SS

ET

MA

NA

GE

ME

NT

FIR

MS

FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS

19

FIV

E T

AK

EA

WA

YS

FO

R A

SS

ET

MA

NA

GE

ME

NT

FIR

MS

1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-

All Approach

2 Capitalize on LinkedInrsquos Abundant Business Networking

Opportunities

3 Engage in Consumer Promotions on Twitter Facebook

YouTube and Google+

4 Maintain a Visual Focus When Appropriate

5 Remember Social Media is a Two-Way Street

FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS

18

FIV

E T

AK

EA

WA

YS

FO

R A

SS

ET

MA

NA

GE

ME

NT

FIR

MS

FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS

19

FIV

E T

AK

EA

WA

YS

FO

R A

SS

ET

MA

NA

GE

ME

NT

FIR

MS

1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-

All Approach

2 Capitalize on LinkedInrsquos Abundant Business Networking

Opportunities

3 Engage in Consumer Promotions on Twitter Facebook

YouTube and Google+

4 Maintain a Visual Focus When Appropriate

5 Remember Social Media is a Two-Way Street

FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS

19

FIV

E T

AK

EA

WA

YS

FO

R A

SS

ET

MA

NA

GE

ME

NT

FIR

MS

1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-

All Approach

2 Capitalize on LinkedInrsquos Abundant Business Networking

Opportunities

3 Engage in Consumer Promotions on Twitter Facebook

YouTube and Google+

4 Maintain a Visual Focus When Appropriate

5 Remember Social Media is a Two-Way Street

CORPORATE INSIGHT THOUGHT LEADERSHIP

20

CO

RP

OR

AT

E I

NS

IGH

T T

HO

UG

HT

LE

AD

ER

SH

IP

CORPORATE INSIGHT THOUGHT LEADERSHIP

21

CO

RP

OR

AT

E I

NS

IGH

T T

HO

UG

HT

LE

AD

ER

SH

IP

Whitepaper Millennials Opportunity Whitepaper

This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck

Slide Deck Apple iOS 7 Ideas for Financial Services Firms

Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly

Mobile Infographic Android vs Apple App Development Across Financial Services

Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry

Slide Deck Brokerage iPhone apps Examining the Mobile User Experience

This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes

CORPORATE INSIGHT THOUGHT LEADERSHIP

21

CO

RP

OR

AT

E I

NS

IGH

T T

HO

UG

HT

LE

AD

ER

SH

IP

Whitepaper Millennials Opportunity Whitepaper

This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck

Slide Deck Apple iOS 7 Ideas for Financial Services Firms

Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly

Mobile Infographic Android vs Apple App Development Across Financial Services

Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry

Slide Deck Brokerage iPhone apps Examining the Mobile User Experience

This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes

ABOUT THE AUTHOR

22

AB

OU

T T

HE

AU

TH

OR

FRED LAPOLLA

SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR

Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund

Monitor and Advisor Monitor teams He has conducted extensive research in the

fund space focusing on the asset management industryrsquos use of the Web social

media and other technologies to reach investors and service clients and financial

advisors This study is the result of Fredrsquos ongoing research into the social media

presences offered by leading fund companies and the social strategies they employ

Fred graduated from George Washington University in 2008 and is currently

pursuing a masterrsquos degree He has been a member of the Corporate Insight team

since 2011

CONTACT FRED

T 212-832-2002 x-121

E flapollacorporateinsightcom