Where does social media fit in an investment firms' marketing plan? How do you gauge success? Financial services marketers are finding that social media has a place in the media mix. But it's too early to suggest that traditional advertising will be overtaken by social media any time soon. This presentation examines the metrics CMOs are using today to assess social media effectiveness. Connecting the dots of social, content and digital strategies will effect brand visibility. We look at small and large financial services firms and how they are using social media in the mix.

1. The ROI of Social Media:
Financial Services and B2B
Gerri Leder
October 25, 2011
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2. The family reunion scavenger hunt (story)
Lessons learned:
1. The winner is the often the one with the best strategy
2. Speed is overrated
3. Digital/social media is simply a tool in your strategy
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3. Many in social media confuse strategies, platforms and tactics
 Strategies:
– Content strategy: search engine optimization (SEO)
– Sponsored search/ Google AdWords (search engine marketing)
– Capture followers to build distribution
– Brand awareness
– Lead capture for other uses
 Platforms:
– Twitter, LinkedIn, Facebook
– Blogs, Comments, Chat rooms
 Tactics:
– Email - link to blog
– Facebook contest
– Monitoring consumer comments
– Tweet
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4. How did B2B marketers allocate their marketing budget in 2010?
Breakdown of digital marketing methods
(as a percentage of the total marketing budget)
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Source: Google B2B “2010 Outlook” survey

5. B2B online marketing spending increases from B2B firms
2010 vs. 2009
Source: Google B2B “2010 Outlook” survey 5

6. Changes in marketing spending 2011vs. 2010: content is new
challenge!
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Source: Google 2011 B2B survey

7. Current gauges of SM success: Metrics CMOs use
63%
66% # of positive 63%
Conversion # of fans/
customer
68% mentions members
Site traffic … far trickier to
Identify the value of
social media in
dollars and cents
43%
50% 50% # of page
Revenue views
# of 42%
contributors # of posts
7% 41%
15% 23% # of
Do not Average
Increased mentions
track channel order
sales value
7%
Other 11%
Reduced 16%
call Reduced
volume
returns
Source: MDGadvertising; mindjumpers.com
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8. Social media may not be for you (at this stage) if these
metrics are not important to you.
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9. How are B2B early adopters using social media?
Hint: Integration of traditional and digital media
balances consumer reach and message control.
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10. Business Wire uses guerrilla marketing to win visibility
Goal: Contest to win Facebook followers to Business Wire for future campaigns
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11. Ameriprise uses PR and social media to promote
national TV ad campaign (1 of 3)
Link to Facebook page
Click thru to ads on YouTube
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12. Ameriprise bang for the buck (2 of 3)
Facebook page
reinforces ad messaging
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13. Ameriprise TV ads on YouTube (3 of 3)
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14. Lessons from a financial marketing consultant
1. Social media does not replace or reduce the need for traditional or paid
advertising. Nor would you want to launch a traditional advertising
campaign without considering use of digital and social media.
2. Compliance and regulatory concerns have slowed the adoption of social
media by financial services companies and financial advisors in
particular.
3. Chief marketing officers and sales management executives, not
compliance will be the driving force for adopting social media. Insurance
companies and RIAs are ahead of other investment firms in employing
social media for practice building and networking.
4. Social media will be an important networking tool. Think about “when”
and not “if”…
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15. How can small businesses - RIAs and independent advisory
firms maximize ROI on social media?
(Case study: small business)
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16. One firm’s digital marketing journey
Objective: increase visibility for name and brand among financial services
executives; secondarily, attract Web site visitors and possibly new
business inquiries.
Strategy: content strategy around financial marketing topics; leverage
content as much as possible by speaking, writing, social media
Tactics:
 Email to known prospects (2009 – quarterly & ongoing)
 LinkedIn (2009)
 Speaking at industry conferences
 Leverage content through writing industry articles
 Conduct/publish survey on Survey Monkey (3/10)
 Google AdWords (modest budget to test and learn) (7/10 – ongoing)
 Twitter (7/11 – ongoing)
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17. Google Analytics provides this monthly report:
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18. Follow the trend to assess ROI
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19. ROI: cause and effect
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20. Company’s ROI
1. Four-fold increase in Web site visitors over 19 months
2. Higher visibility on search engines
3. More new business inquiries, invitations to speak and write
4. Greater understanding of how to impact inquiries
– Leading search terms tell what to write and blog about
– Top referring sites show who your friends are
– Metrics show where to invest in key words
In a difficult business climate, company is making the best of
business opportunities.
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21. 7 steps to getting started:
1. Be clear about marketing/business strategy driving social media
– Take time to assess how social media fits in with comprehensive
marketing program
– Target audience: how are they engaging?
2. Social media will point to your web site: is it social media ready?
3. Start with a modest action plan and build on it with new and
innovative digital approaches.
4. Identify metrics to gauge success
5. Assign senior marketing supervision to your social media program
6. Test and learn – invest where you are getting the greatest return
7. Review often. New releases, new approaches are unfolding. Keep
current, make changes are you see what’s working!
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22. Good luck!
For more information, contact Gerri Leder at:
443-279-7901
leder@ledermark.com
www. LederMark.com
www.twitter.com/LederMark
LederMark Communications is a marketing strategy consulting and
communications firm serving financial services companies that market through
financial advisors.
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