Social Media for Financial Advisors: Expert Q&A Presenters: D. Bruce Johnston, President & CEO, Advisolocity Blane Warrene, CEO, Arkovi Zach Hedges, CEO, CaptureTrackConvert (CTC)
D. Bruce Johnston, President & CEO, Advisolocity
Blane Warrene, CEO, Arkovi
Zach Hedges, CEO, CaptureTrackConvert (CTC)
Agenda 1 Understanding the Rules, Policy and Strategy 2 How Advisors Are Using Social Media, Best Practices 3 Social Media Archiving, Monitoring, Intelligence 4 New Technology: Automate Your Client Qualification Process 5 Q&A
Rules & Regulations FINRA 10-06 NASD 3010 NASD 2210 (b) SEC 17a4
Rules & Regulations What Did 10-06 Teach Us? Twitter, Facebook and LinkedIn are like traditional written communications Additionally -Websites = advertisements -Communications to 25+ prospects = sales literature -Password-protected websites = sales literature -Chat room discussions are public appearances
Rules & Regulations NASD 3010 & 2210 (b) The obligation to review correspondence -Supervisory role of surveillance -Retention of all material (even non-reviewed) to avoid surprises Moderation -The ability to moderate & pre-approve per 2210 (b) as needed with audit trail
Rules & Regulations SEC 17a4 Records Retention Indexing and Retrieval Verification and Time-Stamping
Rules & Regulations Our View of the Rules Arkovi 2011
Rules & Regulations SEC & Sweep Letters An editorial view on the SEC Sweep Letters regarding the use of social media -http://bit.ly/secsweep
Policy Before You Engage Have a Policy -Outline who is authorized -Outline which platforms are acceptable -Include your own governance & ethics -Approved Technology -Signed Affirmations -Mitigation
Strategy Before You Tweet Have a strategy -Executive support -Match the medium(s) to your firm culture -Resources -Content plan -Responding to negatives
Live Poll
Strategy How Advisors are Using Social Media
Strategy How Advisors are Using Social Media
Strategy How Advisors are Using Social Media
Strategy How Advisors are Using Social Media
Strategy Best Practices Thought Leadership -Develop a Voice Expand Market Presence -Consistency -Be Found Measure Results -Monitor -Develop Metrics
Social Media Archiving What You Need Questions to Ask Benefits of Archiving
Archiving Capture content from anywhere Pre or post surveillance options Archive platforms -Facebook, LinkedIn, Twitter -Blogs, websites -Any platform with RSS feed
Monitoring Monitor your business & employee content Search, sort & report Export to Excel Integrate to business systems -Content management systems -Email archiving platforms -Data warehouse & reporting dashboards
Intelligence Monitor what others say about you -Your brand and products/services -Your company -Your employees & partners Track keywords & phrases important to you -Track web and social alerts -Aggregate content -Generate Excel reports
Benefits of the Cloud Work from anywhere Work from any device Curate your social history Bonus benefits of research & resource tool
New Technology Automate your client qualifying process Build a relationship with your prospects who aren t yet ready for a sales conversation. By engaging them with thought leadership and relevant automated nurturing content, you build trust and gain mind-share.
New Technology Install Client Acquisition Technology into your Internet pipeline
New Technology Capture Your Prospects
New Technology Track Your Prospects
New Technology Convert: Automate Relationship Building Activities
New Technology Take an Action
New Technology Client Retention
ByAllAccounts: S.M.A.R.T Decisions Series ByAllAccounts, the professional wealth advisors choice for financial account aggregation and consolidation, is the only service that retrieves, consolidates, enriches and produces reconciliation-ready account data from any financial institution/custodian. Thousands of advisors rely on ByAllAccounts to efficiently scale their business, increase revenue by billing on held-away assets and to deliver exceptional client service.. : www.byallaccounts.com
Q&A and Contacts D. Bruce Johnston President & CEO, Advisolocity bruce@dbjassociates.com www.advisolocity.com @DBJAssociates @Advisolocity 405.381.9390 Blane Warrene CEO, Arkovi bwarrene@bmrw.com www.arkovi.com @ArkoviBackups @Blano 866.222.2334 x701 Zach Hedges CEO, CaptureTrackConvert (CTC) zach@capturetrackconvert.com www.capturetrackconvert.com @CaptureTrackCon 866.535.0883 x700 Justin Shepard ByAllAccounts jshepard@byallaccounts.com www.byallaccounts.com @byallaccounts 781.376.0801 x156