It is no longer a choice but now "table stakes" to maintain a digital/social media presence to provide content to your clients, prospects and referrals while also attracting end HNW investors and potential referral sources. Here is how...

1. Using Digital/Social Media
in Your Wealth Management
Marketing Strategy
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2. A Day in the Life of April Rudin
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3. About The Rudin Group
• Integrated marketing, branding and communications
strategies for the financial services industry.
• Helping UHNW / HNW community create client
acquisition plans that take advantage of next generation
digital platforms and communications.
Challenging “Business as Usual” Practices
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4. April Rudin
•Financial Services Industry Marketing Consultant
•Ultra-High-Net Worth / High-Net Worth Sector Specialist
•Digital and Social Media Engagement and Client
Acquisition Expert
• Multi-Generational Communications and Media Relations
Strategist
• Frequent contributor to national media outlets including
The Huffington Post, BusinessWeek, Bloomberg, Reuters,
Fundfire, Family Wealth Report and AssetTV
•High-Net Worth Advisory Board Chair for The Hedge Fund
Association (HFA)
CONSULTANT TO THE STARS
OF THE FINANCIAL SERVICES INDUSTRY
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5. Our Agenda
• Why You Can’t Wait
• The Risks and Causes of Inaction
• Allocating Resources
• Best Practices in Social Media
• What’s Next?
Social Media Strategies
For CFAs:
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6. Targeting & Messaging
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Most Financial Services Marketing Campaigns Are
Targeted Specifically to “Boomers”
•80 million baby-boomers in 2004 worth an estimated $59 trillion
•Estimated $46 million by 2018 and continue to trend downward
•Gen-X (estimated 45 million) and Gen-Y (estimated 60 million) worth $10 trillion
in 2004 and their combined wealth is predicted to be at least $28 trillion in 2018

7. How Did CFA Find April Rudin?
• Thanks to @LaurenFosterNYC
• @LenCosta3rd
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8. Get a “FaceLift”
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Don’t be invisible to
Next Gen prospects:
Change the style, method and tone you use
to present yourself and your firm online.
Baby boomers ask friends for referrals and
then act on the advice. Gen-X/Gen-Y will
ask for the same types of referrals from
friends, but do their own research on the
Internet as well!

9. Characteristics of the
Young and Wealthy
Value transparency, community and mobile
convenience
Trust friends more than their parents
Eager to rate their advisors and others
Don’t trust the “suits”
Ready to take advantage of
affinity investment opportunities
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10. Findings on Gen D
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Source: “Accenture Wealth and Asset Management Services Market Research: Understanding the Generation D Investor and
Advisor (Jan. 2013)”
75 MM people in the US belong to “Generation D”, a
behaviorally defined group with higher income, assets,
and education who:
–Are deeply “digital”, integrating online & social tech into their lives
–Are active investors
–Are striving to cultivate, maintain and pass along wealth
•Unsurprisingly, Gen D is somewhat distrustful of the financial community, banks, and
advisors given the state of the economy and, most importantly, their inability to
understand how the crash happened in the first place.
–Many have come to believe that Financial Advisors (FAs) are simply salespeople pushing
the products that make their employers the most money, as opposed to the products that
would most help their clients

11. More on Gen D
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•Nevertheless, they realize that investing is the “only
game in town” – there is no other means to create,
maintain and pass along wealth
•Gen D consists of Boomers, Gen Xers and Millennials.
This provides a mechanism for projecting towards
future need states of Gen D (Cohort Analysis), as a the
differences in age groups are clues to both how
cohorts are likely to change over time, and how
population wants, needs and goals are likely to
change as younger cohorts become more dominant

12. And They’re Ready to Take
Control
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Baby-boomers(your clients) are
transferring over $40 trillion to
younger generations over next
several decades
Wealth is being transferred to
young people earlier than it
was to previous generations.
They are richer AND younger

13. A Sector in Denial
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Recently, I polled an audience of wealth
managers and asked their opinion on
whether next-gen wealth will abandon their
parents’ advisors….
Over 90% said “No!”

14. All Evidence to the Contrary
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98% Of New
Wealth Inheritors
Change Advisors
According to:

15. Where’s The Failure???
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16. Boomers Talking to Boomers
Baby Boomers (ages 55 +)
remain the largest group of
wealth holders.
Established baby boomer
wealth professionals are
typically the ones with the
biggest book of business
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17. Boomers Have Different Values
• They value trust, loyalty and
long-standing relationships
• Represent 70 percent ($7
trillion) of total U.S. household
net-worth
• Watch more TV than any other
demographics
• Boomers value experience over
product, need to know
functional outcomes
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18. The Same, But Different…
• Boomers are apt to rely on personal referrals rather than
perform actual research (conversation, email, or
traditional print media)
• If friends “like” it they will, not inclined to seek outside
opinions
• Boomers value experience over product, need to know
functional outcomes
•Boomers lag in mobile 25% own
smart phones or tablets in 2011
•Expected to grow to 39.8% in 2015
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19. Most “Baby Boomer”
Iconography is Dated
♫ Go where you want ♪
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20. So Are Its Platforms
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21. So What’s the Hold Up?
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Are you a Flintstone or a Jetson?
Capture the Attention of
“Generation D”

22. Help Me To Understand?
• Amplification of targeted
messages/measurement and refine
• Brand Differentiation both firm/personal
• Enhanced Visibility/Name Recognition and
Value Props
• Targeted Client acquisition and leveraging
the “Money In Motion”
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23. How Allocations of Marketing
Resources Have Changed
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Source: www.therudingroup.com

24. Today’s Fads Are Tomorrow’s
Trash
• Keep pace with
innovation
• Focus on how
technology changes
how people
communicate
• Technology bridges
generations
emergence of “Gen D”
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25. The Social Media Imperative
Source: Copyright Spectrem Group 2013
UHNW = Net worth of between $5 million and $25 million
HNW = Net worth of between $1million and $5 million
Blog
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47% of UHNW
56% of HNW
32% of UHNW
31% of HNW
8% of UHNW
8% of HNW
Regularly read blogs that
pertain to financial topics
19 % UHNW 16% HNW

26. How is Social Media Used?
Source: Spectrem Group 2013
Younger UHNW investors are
more inclined to use social
media as a communication tool
and read their advisors’ blogs
•More than 25% of those
under age 44 would follow
an advisor on Twitter.
•More than 40% would read
corporate blogs
•Over 30% rely more on
social media for information
than on traditional channels
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27. Generational Use of
Social Networks
Source: Pew Research Center/American Life Project
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86% of 18-29 year-olds use social media
Over 70% of 30-49 year-olds use social
media
50% of 50-64 year-olds use social media

28. What Platforms Are Musts?
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Platform Unique Factors Strategies and Best Practices
LinkedIn Business networking and relationship building,
introductions
Structuring your profile and joining groups
Facebook Small Business/Personal branding/Consumer brands B to C, Business pages
Twitter Opportunistic, newswire, short burst in real-time Aggregating and curating content to attract
YouTube Most Authentic
Teach and Learn
Look + Listen
In five years, all websites will be video
Google+ Feasting on SEO and Adword content Struggling to be all things
Blogging Thought-Leadership + POV, Complex ideas Content + opinion;
Commenting and engaging with others

29. Primary Challenges to
Social Media Marketing
• Industry / Organizational Inertia
• Available Resources
• Compliance Culture
• Reputational Risks
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30. Social Media Excuses are
Actually Motivations
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“I don’t understand the benefits”
“We don’t have the resources”
“Our clients don’t use social media”
“We don’t have established policies and
procedures in place”
“It exposes firm to undue reputational risk”

31. The Risks of Inaction
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Diminished or no brand visibility
“Who were you again?”
Outmoded approaches to client
acquisition

32. More Risks of Inaction
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Inadequate distribution of promotional and thought
leadership materials:
Reduced market share –
possibly all the way down to none
Business attrition:

33. Financial Advisors ≠Business Dev
• How can you effectively use strategies and tactics to get inbound relevant leads?
What is the best way to gain referrals and create a prospect pipeline?
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34. Has the Ship Sailed?
Yes. Sort of. Many firms should
pivot toward attracting new
clients rather than focus on
developing Next Gen
relationships with existing ones.
Now is the ideal time to revamp your overall marketing to
capture market share during a period of unprecedented
generational wealth transfer.
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35. Strategic Client Acquisition
1. Look at your brand, its elements
and your own firm’s differentiators
2. Determine your own unique
differentiators = messaging
3. Target messages and activities by
client type or persona
4. Design a social media strategy
and detailed plan with
accountability and timing
5. Execute the plan and monitor its
progress. Make changes where
necessary.
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36. Active Engagement
vs. Passive Profiles
• Integrate with offerings and focus on firm activities
• Share successes via amplified social media platforms
• Lather…rinse…repeat.
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37. Creating a Referral Network For
UHNW / HNW Client Acquisition
Non-profits
T&E Attorneys
Real Estate
Attorneys
Matrimonial
Attorneys
CPA Firms
CFA
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38. Where it Can Go Wrong –
HNW Social Media Miscues
• Abandoned attempts at social media
• No plan in messaging
– not niche-oriented
• Inconsistent posting or blogging
• Too much original content and
not enough curated material
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39. Have I Made my Case?
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Eat your Peas!

40. Q & A Discussion
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41. April Rudin
april@therudingroup.com
twitter: @TheRudinGroup
Thank You!
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