Geoff Wilkinson, Regional Vice President

Patti Houghton, Director Marketing

Carolyn Wheatley, Acct. Director, High Road

Jad Chehlawi, Portfolio Manager

GROWING YOUR BUSINESS WITH SOCIAL MEDIA

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Social media today

•  80% of advisors who use social media for business said it has helped them gain new clients

•  85% said social media has shortened the time it takes to turn a prospect into a client compared with traditional approaches

CHANNEL OVERVIEW

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Channel ecosystem

Professional, industry-focused

Friends, family and community

Conversational, real-time soundbites

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Establish your objective

Before you begin, ask yourself:

•  What is my primary business focus? •  How niche is my client base and prospective audience? •  How much time can I invest in my social presence? •  Where will clients most likely want to engage with me?

CONTENT STRATEGY

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Content buckets

HollisWealth and iA

Securities Home and

leisure

Health and estate

planning

Family

Personal finance

Small business

Insurance

Work and retirement

Personal commitment

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Where to find content

•  Your own marketing and client materials •  Online news outlets •  Finance and lifestyle blogs •  Industry leaders, media and journalists •  SunGard library •  HW360 social media articles

ADVERTISING STRATEGY

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Acquisition funnel

Lead Gen

Acquisition

Consideration

Awareness

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Key targeting parameters

Demographic Interest

•  Gender •  Age •  Location •  Language •  Education •  Employment

•  Key words •  Industry

preferences •  Competitors

Custom Audiences

•  Email lists •  Website visitors •  Lookalike

audiences

SMALL BUSINESS CAMPAIGN

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Campaign objectives

Build awareness for HollisWealth advisors among small business owners

Engage small business owners online to generate qualified leads for advisors

Drive acquisition by helping advisors extend the conversation through their own channels

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Driving lead generation

Lead Gen

Acquisition

Consideration

Awareness

AWARENESS

CONSIDERATION

ACQUISITION

•  Videos highlighting SBO survey results •  Facebook, LinkedIn, Twitter media buy •  Campaign microsite with info and tools •  Advisor Digest with survey, images, videos

•  Advisor videos bring campaign to life •  Retargeted media buy on 3 channels

•  Retargeted media buy on Facebook, LinkedIn

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Leveraging the campaign

Create opportunities for your business by:

•  Getting active on social – ensure your channels are current •  Reviewing the Advisor Digest which summarizes survey findings

and share with prospects (one-on-one or hosting events) •  Using campaign content! All social posts, videos, images available

through SunGard and 360 – post on your website and social channels and include a call-to-action that drives to you

•  Investing in a small media buy ($50+) to maximize your visibility to the right small business audience in your area

TOOLS FOR YOU

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Supporting advisors

•  Editorial calendar template •  Pre-approved social content •  Sample cover banners for each channel •  Social media best practices guide •  Channel guidelines •  Basic ad options for each channel •  Measurement and analytic tools •  SunGard information •  HW360 social media articles

QUESTIONS & ANSWERS