The social media landscape is constantly changing, and things have shifted incredibly fast within the financial services industry over the past few years. With the increased guidance from regulatory bodies, and the large amount of older demographics on social media, social media networking is no longer just a should-do, but a must-do for advisors who want to market themselves and grow their business. This deck covers: - Forward-thinking social media practices from the nation’s leading financial advisors - Ideas for making your original content stand out from the competition - Compliance and Social Media Do’s and Don’ts - Archiving and supervision technologies that can help you meet regulatory obligations Content by: Amy McIlwain, Vice President of Social and Digital Strategy at Moore Communications Group, an internationally recognized for radical new ways of approaching social media, PR, marketing, advertising, and customer service within the financial service industry. Jimmy Douglas is General Manager of Web Services at Smarsh, where he oversees the growth and innovation of the company’s website and digital marketing solutions for financial advisors. He works with industry regulators, including the SEC and FINRA, to keep advisors informed of the latest developments and requirements related to digital marketing and compliance.

1. MARCH 2015
Presented by
Amy McIlwain and Jimmy Douglas
THE SOCIAL ADVISOR:
Social Media Secrets for Savvy Advisors
www.smarsh.com www.moorecommgroup.com

2. AGENDA
 What is Social Media?
 Network Overview
 Content Marketing
 Keeping it Compliant

3. “Social media uses web-based
technologies to transform and broadcast
media monologues into social media
dialogues.”
- www.wikipedia.org

4. 1. A level playing field
WHAT IS SOCIAL MEDIA?

5. 1. A level playing field
2. Communication without borders
WHAT IS SOCIAL MEDIA?

6. 1. A level playing field
2. Communication without borders
3. Marketing at its finest
WHAT IS SOCIAL MEDIA?

9. 1. A level playing field
2. Communication without borders
3. Marketing at its finest
4. Word of mouth on steroids
WHAT IS SOCIAL MEDIA?

11. LINKEDIN
 The Tradeshow
 Business related networking
 Connect with everyone
 Share articles, blogs, surveys, best
practices
 Interact – ask & answer questions
 Follow people, companies, organizations
 Join groups
@FinSocMedia

12. ~20% of connections will
change jobs this year, and
they’ll take their 401(k)
accounts with them
With a target network of
1.2 MILLION contacts,
that’s 240,000 money-in-
motion events
totalling
$17.9 BILLION
IN MOTION
LinkedIn reports that 3 of
5 advisors using LinkedIn
have gained new clients
as a result
Nearly a third of those
brought $1 MILLION+ in
assets under
management
What’s the ROI?

14. TWITTER
 The Cocktail party
 What’s happening RIGHT NOW
 Connect with anyone…more public
 Share photos, thoughts, comments
 Interact and comment – very open
 Follow businesses, competitors, centers
of influence, stocks
@FinSocMedia

15. 45% of online US adults
who have a Twitter account
are interested in interacting
with financial services
firms via Twitter.
- Source Forrester
67% of Twitter users are more likely to buy from brands they
follow.

18. FACEBOOK
 The Pub
 More personal
 Connect with clients
 Share photos, thoughts, comments
 Interact and comment
 Shopping mall analogy
 Follow local businesses, competitors, media
@FinSocMedia

19. The fastest
growing segment
on FACEBOOK is
55-65 year-old
females.

20. Your competitors are
already there…
Your customers have
been there for a long
time…
If your business isn’t
putting itself out there you
are missing out on an
incredible opportunity
Millions of people are putting content out there everyday.
The Age of Content Marketing

21. THE FOUR E’s OF CONTENT MARKETING
1. Educate
2. Empower
3. Engage
4. Entertain

22. Does President Obama Believe In Wealth Redistribution - 170 clicks
The Struggles of the Income Investor - 153 clicks
The Wonderful World of Disney - 122 clicks
The Big Ten - 142 clicks
@FinSocMedia

25. TALK IN TERMS OF OTHER
PEOPLE’S INTERESTS
 What’s interesting to your audience?
 What problems do they face?
 What values matter most to them?
@FinSocMedia

29. @FinSocMedia

33. Compliance.

34. “The goal of this Notice is to ensure
that—as the use of social media sites
increases over time—investors are
protected from false or misleading claims
and representations, and firms are able to
effectively and appropriately supervise
their associated persons’ participation in
these sites.”
“At the same time, FINRA is seeking to
interpret its rules in a flexible manner to
allow firms to communicate with
clients and investors using this new
technology.”
@FinSocMedia
Regulatory Notice
10-06 and 11-39

35. “Each firm must develop policies and
procedures that are best designed to ensure
that the firm and its personnel comply with all
applicable requirements.”
Regulator Notice 10-06
“A firm must conduct appropriate training and
education concerning its policies, including
those relating to social media. “
Regulator Notice 11-39
@FinSocMedia
COMPLIANCE

36. “When comments about an advisor’s firm appear on
independent, third-party social media sites, the firm may
promote those comments under specific circumstances.”
“13 factors to be considered by advisors in their social media
compliance programs.”
“Firms must retain records of social media communications if
they are used for business purposes.”
@FinSocMedia
SEC Guidance

37. NASD Rule 2210 includes participation in an “interactive
electronic forum” as subject to the same requirements as a
presentation in person before a group of investors.
Rule 2210 does not require firms to have a registered
principal approve in advance the extemporaneous remarks of
personnel who participate in public appearances.
@FinSocMedia
Interactive Electronic Forum

38. FINRA considers static postings to constitute “advertisements” under
Rule 2210. If the blog is used to engage in real-time interactive
communications, FINRA would consider the blog to be an interactive
electronic forum that does not require prior principal approval.
A registered principal of the firm must approve all static content on a
page of a social networking site established by the firm or a registered
representative before it is posted.
@FinSocMedia
Static Content

39. You CAN use the latest digital
marketing tools and stay
compliant

40. BEST PRACTICES
 Having a social media strategy and policy are
essential.
 Regularly review and add up-to-date regulatory
guidance to your social media policy.

41. BEST PRACTICES
 Employee training for social
media use is a must-have.

42. BEST PRACTICES
 The content of the
message – not the
medium – is what
determines status as a
business record.

43. BEST PRACTICES
 Archiving is critical for meeting supervision and
record retention requirements.

44.  Archive all social media activity
 Don’t ‘flatten’ social media into email
 Fast and efficient search and production
 Perform ongoing social media supervision (not on a
sporadic basis)
 Show regulators proof of supervision
 Simplify your life by archiving ALL your content in ONE
place.
44
How Technology Can Help

45. “In a chronically leaking boat,
energy devoted to changing vessels
is more productive than energy
devoted to patching leaks.”
- Warren Buffett
@FinSocMedia

46. Q&A
Amy McIlwain
@amymcilwain
www.linkedin.com/in/amymcilwain
www.Youtube.com/amymcilwain
Profile
pic here
Jimmy Douglas
@jimmydouglas
www.linkedin.com/in/jamesscottdouglas/en

47. Additional Resources
www.smarsh.com/social-media-guide

48. On Sale Now!
http://www.amazon.com/Social-Advisor-Secrets-Financial-Industry/