marketing social media for trading investmen industry dinis guarda

Marketing and Social Media for Finance: trading & Investment Industry:

Front Operations: Marketing Merlin - Everything You Need to Know

How to leverage Marketing Strategy, Lead generation and tracking to get a full scope customer acquisition and relation?

As digital and social evolves how can you get the best of your marketing, media buying, SEO and social media activities to increase your sales and retain customers, and make sure we build a strong data base and analytic insights?

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Finance a new disruptive fintech world

Graphic by Kostas Peric

Finance

The new disruptive fast changing Fintech world

371 trading Startups – in Angelist average value $6.4M

1.A new (old) f intech world – but cl ient is sti l l f irst;2.Clear definit ion of Business development and ROI efforts,3.Brand, content, SEO, social media - ROA strategy4.Infra-structure – analyt ics – data - data, 5.Lead generation and sales – measured work planning.6.Create an audience and retain it .7.Be prepared for continuous disruption.

Marketing Strategy – Introduction – Foundations ideas

DNA – Set Up1.Launch the brand, start the story – augment the reach;

Define geographies;2.Core Messaging;

3.KPI - A company that is using it's technological strength, in ways that others can’t; to create a fairer smarter trader / investment house.

Create nimble and efficient Operations: 1. strengthen digital infrastructure and team

2. Focus on content, thought leadership and Education 3. Bring in personalities and market strategist that can create more visibility, PR and Social

4. Market products that are evidence of the company strengths

Project management - Media buying operations1.Focus on leveraging Earned Media and being tactical;

Create Original Content, PR;Social Media focus;

2.Grow Brand Equity personality, consistency and have real faces – create personalities

Marketing Strategy – Foundations

1. Define clear targets and expectations;2. Have a clear communication between the different teams;

3. Make sure the campaign reaches clears goals understood by all the team;

4. Define clearly who does what;5. Define resources and project management;

6. Follow the internal guidelines;7. Ensure what to do and not to do;

8. Canonize and standardize the way the brand / products / services is / are being perceived across multiple social media

channels;9. Efficient cross-efforts and division of tasks;

10. Effective tracking of activit ies and analytics.

Marketing Strategy – Introduction – Foundations ideas

Business Development – Community matrix

Identify traders and investors networks and

engage them: online and offline

Attract & engage using earn media + referral

programs

Create customised events with industry respected

trading thought leaders and partners.

Increase awareness of brand & value prop close to media

and trading hubs

Highlight multi asset strategy with specific digital program

and webinars

Map end users and their different audiences. Create

Marketing channels for each group

Highlight andLeverage Tools, and personal

reporting as a key differentiator

Work in tailored packages for each client and focus on a

relationship program

Define engaging regular content & pipeline of action

Run strong content program & education efforts

underlined by SEO+ social media

Use mentor programs to leverage demos leading to

acquisition

Build easy to use user journey and create calls to action that

create stickinessBuild an exclusive Elite trader elite focus on have highlight

personalities

Create retainer program &Premium Client position club

Strategy for top ones

Define an aspirational investor / trader

approach

Digital and social media listening - Strong position from day one

Step by step brand and digital credibility building

Own & Earn mediaAnalytics & CRM set up; Set goals & metrics

Define type of content & long tail industry / sector / product position

EducationProduct Resources

E-BUSINESS STRATEGY

ORGANISATIONALREADINESS

DELIVERY AND APPLICATION

LEARNING SOLUTION PLAN

BRAND & BUSINESS E-STRATEGY: determine and focus a strong and medium long term strategy and growth/directional options are paramount for success.

KNOW YOUR EMPLOYEES, PRODUCTS,

AUDIENCE AND COMPETITORS:

assessment of organisational readiness

- IT infrastructure, learning, information assets, roles, skills &

competencies.

BRAND/DESIGN ARCHITECTURE: brand building / PR / communication built to meet strategy + organisational features: everything needs to work with clear information assets & particular people/business needs.

PLAN AND SET CLEAR GOALS + STEPS:

the right analysis, impact, change/risk management

plan is key for business, company culture, learning

environments, IT infrastructure: in other

words, a comprehensive plan for business' success

Step by step brand and digital credibility building

YOUR BRAND

Media buying – Earn Media – Own media

Graphic source Edelman Digital / David Armano

Digital versus non digital

What to Measure

What? How? KPIs

Inputs• SEO and content reach• Press releases• Social media• Interviews• Contributed articles• Create traffic and retention of

audience

• 360 Analytics• Identify audience and

business targets• Identify influencers• Create spokesperson• Engagement • Community analysis

• Regular content• Social media daily activity• 1-2 press releases per month• 2-3 interviews per month

Outputs• Coverage• 3rd party references • Social media growth• Lead generation• Sales

• 360 Analytics• 360 Analytics• Engagement • Community analysis• Create a lead and sales

process

• 3-5 pieces per month• Augment brand reach and lead

generation • Push influencer reach• Drive sales and business

Out-takes• Create brand awareness• Perception change in

audiences and media• Lead generation• Sales• Partnerships and loyalty

• Market research/ focus groups

• 360 Analytics• Engagement • Community analysis

• Augment brand reach and lead generation

• Push influencer reach• Build community and

engagement• Drive sales and business

Outcomes• Study Behaviour • Understand where to position

and push business• Build sales process and

pipeline• Acquire new leads• Retention

• Company sales statistics• Econometric links to other

measures above• Analytics and CRM process

– client journey

• Augment brand reach and lead generation

• Push influencer reach• Build community and

engagement• Drive sales and business

Building blocks of digital / enterprise organisation

Maintain all profiles with the same look and feeling;Establish visual identity and texts, links;

Establish vanity URLs;Establish the responsible for management of each channel and the guidelines;

Create internal awareness close to employees about channels and code of conduct;Target clear segments such as Switchers. Define a message that highlights advantages of using your brand.

Twit ter

Structure of Social Media executionTarget Landing Page and KPIs

Facebook Google+ LinkedIn

3/4 t imes a day;2 brand 2 market other market news + general product or campaigns

3 t imes a day;1 brand 2 market other market news + general product or campaigns



Team manages post ing tweets;

One person bui lds the fol lower growth, promotions and

engagement strategy

Team manages post ing;

One person bui lds the fol lower growth, promotion and

engagement s trategy



engagement st rategy



engagement strategy

Specif ic message, content and Social media campaign

promote product awareness, grow 500

quali ty fol lowers month and get engagement

promote product awareness, grow 1000

l ikes month and get engagement

promote product awareness, grow fol lowers and get

engagement and SEO value

promote product awareness, get

engagement and traf f ic

Types of Brand and PR Push approach

20

Brand push, blogs and

finance influencers

reach

“Product PR”: Engagement

Brand“Story”

Objectives Tactics Spokespeople

• Raise brand awareness• Position spokespeople as industry

experts• Reach • Specific audience experts• Corporates• HNWI• World Bank• Key media and players• International players with liaison

with brand and team

• Rapid response programme• Media tour• roundtable/panel debate• Calendar hooks• Broadcast• Social media push and integration

Key stakeholders

• Highlight product and position differentiators

• Segment in difference to competitors

• Retain and acquire users• Increase share of downloads and

licensing

• Press releases• Articles • Case studies• Third-party comparison surveys• White papers

Key stakeholders

• Demonstrate the unique strengths and key principles

• Build community• Engage with children, parents

and education

• Profile pieces e.g. local press and international media such as FT, WSJ, World Banker Blogs

• Contributed articles• Guest blogging

Key stakeholders

General marketing - lead generation logic

Segmentation – what’s important for the individual

Social media channels - activity - engagement

Which services are the most attractive for traders?

What attracts traders / investors

Brand - trust

Price – regulation

Web responsiveness UX - UI

Graphic source Edelman Digital / David Armano

Business alignment – internal & external

What sources do people trust

MEASURE ROI HERE

$$$$$

INVESTMENT ACTIONBRAND

REACTIONSEO - PR

NON-FINANCIAL IMPACT

$$$$$

FINANCIAL IMPACT

WHAT GOALSShort, medium, long

term

WHAT GOALSShort, medium, long

term

MEASURE ROA RETURN ON ATTENTION

ENGAGEMENT – SOCIAL MEDIAENGAGEMENT – SOCIAL MEDIA

PRODUCTSCONTENT

INTERNAL <-> EMPLOYEES <-> EXTERNALINTERNAL <-> EMPLOYEES <-> EXTERNAL

PEOPLE - INTERNAL COMMUNICATION – LEGAL - GUIDELINES

MEASURE CUSTOMERSREACTIONS – ANALYTICS CRM

ROI versus ROA cycle - process

THOUGHT LEADERSHIP PLATFORMS.PREMIUM CONTENT – TEXT AND VIDEO.

TAILORED BOUTIQUE CONSULTANCYDIGITAL DEVELOPMENT 360:

SEO, SOCIAL, WEB, LEAD GENERATIONMOBILE AND APPS

INNOVATION AND SEO PLUS SOCIAL MEDIA DNAPROPRIETARY TECHNOLOGY – ALGORITHMS AND IP SOCIAL TOOLS