Great section on how to segment financial advisors and encourage adoption of social marketing tools. Thanks to Nicolas De Ridder at Hootsuite for sharing.

1. ✓ Set in their ways
✓ Integrate social
into their existing
processes
✓ Invest in this group
✓ Education & Training
✓ Look for right formula
✓ Give them best tools
✓ Get out of the way
Maturity
Hesitant to
Change
Moveable Middle
Experts
How will your Organization become Social?
Consider your advisors

2. Financial Planning in a Digital Era
Challenges, Opportunities & Solutions

3. Top Challenges for becoming a Social
Businesses in Finance
Data
Taking social data and
turning it into actionable
data
Education
Unique setup needs so
need partner to
accommodate this social
presence architecture with
regulatory expertise and
guidance
Strategy
Alignment of strategies
throughout different
departments within the
company
Security
FINRA compliance for pre-
approval for outbound social
marketing communications
with the compliance
responsibility on FS company
Brand
More than linking
department goals with
basic indicators; link social
activities and strategies to
business objectives

4. Hootsuite Customers
20
Global 500
Finance & Insurance
2
Fortune 50
Insurance
12
Federal Reserve
Banks
3
Central Banks
11
Social Archiving &
Compliance Vendors
12M+
Global Users
300+
Finance, Insurance,
Banking
2,000+
Enterprise Customers
800
of the Fortune 1000
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2009 2010 2011 2012 2013

5. Ease
of use
Easiest platform to
use and administer
across any size
deployment.
On-demand Library
In-dash access to
Hootsuite University
(product overviews,
social media lessons
and lecture series).
3-tier Training
Suite
Scalable Enterprise
Training Packages to
address all levels of
social media
maturity.
Hootsuite’s Approach to
Enterprise Adoption
Customer
Success
Dedicated Hootsuite
and Social Media
experts to facilitate
real-time support.

6. Agenda
● Trends in your space
● Social in your Organization
● How Hootsuite can Help

7. ● Shrinking of traditional clientele base
● Emergence of new investor cohorts
Challenge: Shifting Demographics
41%Investors under 40
cite social media as
important

8. ● Robo-Advisors increasing in popularity
● Role of traditional wealth advisor evolving
Challenge: Industry Disruption

9. ● Not even thinking of social media
● Lack of confidence
● Limited time to learn
● Regulations & compliance
Challenge: Lack of Social Skills

10. ● Huge market opportunity
● No clear market leader (yet)
$30 Trillion
Great wealth transfer value
Accenture 2014
34%Affluent investors use
social media for personal
finance & investing
Cogent Research
Opportunity: New Generation of Investors

11. ● Build your personal brand around trust
● Platform for open & meaningful dialogue
Trust & confidence in financial
advisors is on the rise
Cap Gemini & RBC World Health Report, 2014
Opportunity: Humanize your Brand

12. ● “Educating is the new selling”
● Source new prospects through your network
● Realize cost efficiencies
● Demonstrate social thought leadership
Opportunity: Reach New Prospects

14. How will you take advantage of Social?
87%
U.S. adults with investment
account who visit social
networks regularly
50%
55 - 65 year olds who visit
social networks at least
monthly
Forrester Research

15. ✓ Set in their ways
✓ Integrate social
into their existing
processes
✓ Invest in this group
✓ Education & Training
✓ Look for right formula
✓ Give them best tools
✓ Get out of the way
Maturity
Hesitant to
Change
Moveable Middle
Experts
How will your Organization become Social?
Consider your advisors

16. Build Advisor
Personal Brand
Proactively Engage and
Drive Business
Create a Social
Presence
Compliance & Education
CRAWL WALK RUN
3 Phase Approach to Social Success

17. Crawl
Goal: Create a Social Presence
● Spend 15 minutes daily on social activity
● Share relevant content on personal social networks
Workflows:
1. Share simple messages
2. Share content found when browsing online

18. ● Easily share content
when browsing online
● Send posts to all social
networks with click of a
button
● Secure platform ensures
you are posting to
correct profile
Crawl
Share content when browsing online

19. Compliance behind the scenes to
protect brand
Education guides Advisors on how
to build their social presence
Crawl
Compliance & Education

20. ● Social provides platform for thought leadership
● Education is key to success
Walk
Goal: Build Advisor Brand
Workflows:
1. Share tailored content mix
2. Plan posts in advance
3. Begin to engage with people across social networks

21. ● Centralized repository of
approved assets
● Enables central marketing
to push content to
advisors
● Allows advisors to
personalize content
Walk
Share tailored content mix using Content Library

22. ● Plan posts for the week
in advance (even the
weekend!)
● Save time for value-
add activities
Walk
Publish content for the week

23. ● Reach out to influencers
● Engage with your
audience across multiple
networks all in one
dashboard
● Begin leading discussions
Walk
Begin to engage with people on social

24. ● Empower socially advanced advisors
Run
Goal: Proactively Engage & Drive Business via Social
Workflows:
1. Create personal brand with sophisticated content curation
2. Target listening & proactively engage
3. Track & attribute activity to success

25. ● Live feed of
tailored content
● Easily customize
and share out to
own channels
Run
Create personal brand with sophisticated content curation

26. ● Engage at events and
other geo-specific
locations
● Identify & monitor
leads across multiple
networks
● Connect with core
business systems
Run
Target listening & proactively engage

27. ● Tag & track posts to identify
best content to drive
desired activity
● Measure performance for
continuous improvement
Run
Track & attribute activity to success

28. Possibilities on Social are Endless...
Engage Audience at Events
Build Personal Network
Recruit Socially Savvy Advisors
Advisor Driven Education
Employee Advocacy
Pioneer Best Practice
Reduce Agency SpendIdentify New Markets
Market Research Gain Investing Insights from Social Data

29. Industry
Knowledge
Summary
Hootsuite partners with you to take your business into the digital era
Organizational
Approach
Proven
Methodology
Success
$ £
€
Bonds
Equities
￥

30. Appendix

31. Value
Year 1 Year 2 Year 3
Time to Value
No Social Platform or Training
No Investment

32. Value
Year 1 Year 2 Year 3
Time to Value
Social Platform with Typical Onboarding
Social Platform
No Investment

33. Value
Year 1
Social Platform
Year 2 Year 3
No Investment
Time to Value
Year 1: Hootsuite Platform & Education
Realize
Year 3 value in
12 months
Faster Time to Value through
Training & Education

34. Value
Year 1 Year 2 Year 3
Time to Value
Hootsuite Compound ROI
Social Platform
No Investment
Realize
Year 3 value in
12 months
Faster Time to Value through
Training & Education
Agents
build on social
relationships