Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial Services Social Communications Leadership Forum
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Presentation by: Susan Rivers, Vice President, Global Head Corporate Communications, BNY Mellon Wealth Management www.bdionline.com
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Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial Services Social Communications Leadership Forum
- 1. February 9, 2011 BNY Mellon’s Collaborative Social Media Program Susan Rivers Corporate Communications Business Development Institute Financial Services Social Communications Leadership Forum New York
- 2. BNY Mellon Facts Leading global asset management and securities servicing company Clientele: institutions, corporations, high-net worth individuals/families $25 trillion in assets under custody or administration $1.17 trillion under management Formed by the 2007 merger of Bank of New York and Mellon Financial Based in New York with a global work force of more than 47,000 2
- 3. Corporate Communications Social MediaTask Force 2009 What is social media? Myths and facts. Who is using it? How are they using it? How can social media support business goals? What kind of governance will we need? 3
- 4. Common objections and myths We needIt’s try Facebook/Twitter/LinkedIn to primarily for pushing Regulation a clientallowpeopledo use it Anybody For young blog or aanything Our It’s can write a us to B2Bwon’t– base doesn’t Tweet fad ever-changing and see what sticks marketing materials 4
- 5. Task Force recommendations lay the foundation Testing Training - Evangelizing Strategy Access Governance Policy Procedures Listening 5
- 6. Listening is the first step What? Who? Industry buzz or trend? Misuse of name/logo How can we monitor it all? 6
- 7. Monitoring with Radian6 Online Reputation Management 7
- 8. Challenging the old communications paradigm Social Media blurs traditional audience categories 8
- 9. Integrated communications builds a stronger brand Corporate Communications Corporate Human Marketing Resources 9
- 10. Walking the talk at BNY Mellon Steering Committee All lines of business and business partners Team approach in finding solutions Program Resources Access Policy Staffing Technology Process Outside expertise Regulation Strategy Training 10
- 11. Governance structure is evolving Top-down More circular, Hub & Spoke: organizational model fluid organization Considered ideal 11
- 12. Facebook Seeking ways to permit interactivity within compliance requirements 12
- 13. LinkedIn Looking to develop record archiving of InMails for compliance 13
- 14. Twitter bnymellon_corp Requires extensive training on writing crisp Tweets 14
- 15. Next Step to Integrated Approach: Working toward industry-wide consensus Regulators would reassess current regulations Industry groups set best practices (i.e. Financial Services Roundtable) Regulators and industry • Agree on rules • Keep up with evolving technology 15
- 16. Thank you Susan Rivers Global Head of Wealth Management Corporate Communications BNY Mellon susan.rivers@bnymellon.com 617-722-7193