how social media marketing grows aum zbj
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8/8/2019 How Social Media Marketing Grows AUM ZBJ
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How social media marketing grows assets
X A case study
X D. Bruce Johnston, Zach Hedgesand John Drachman
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1. Establish thought leadership
2. Expand presence
3. Measure results
The marketing challenge for advisors
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Establish thought leadership
X RIA wished to become the recognized authority or subject matter expert
X Needed to define problem in terms RIA could resolved
X Showed how RIA¶s expertise led to client solutions
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1 RIA + 1 estate attorney = 1 thought leadership effort
X Charles ³Chuck´ Steege, CFP®
Executive Financial Coach,President SFG Wealth PlanningServices, Inc.
X Enlisted the nearby support of a
leading tax attorney to developa team presentation
XThe effort: Conduct three timelyexecutive compensation topicsas webinars during the dog daysof summer.
X Save on taxes (especially with
the AMT refundable credit)
X Sound planning and stockoptions
X Passing on your legacy. Plus: Anadvanced look at the 2010 IRAto Roth conversion opportunity
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The goals
X Engage HNW only Seek select 10-15 clients with a minimumof $1 million in investable assets
X Business development Most importantly, attract new clientsand fees
X Center of influence Employ a COI strategy to leverageexpertise in new ways
X Experiment with social media We showed them how tocombine webcasts, e-mail, public relations and blogging inone low-cost, legally compliant package to:
XEstablish thought leadership
XExpand presence
XMeasure results
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X Three webinars on subject of executivecompensation.
XWebcast service links with press release,emails and blog
XWebcast analytics provide attendancenumbers, capture key contact information
Expand presence
1.
XOne interactive press release
X Press release reaches 1000s of interactive business publications and
blogsXDrive readers to contact capture in 1.
above
2.
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Expand presence
X Two sets of three e-mails linked to webinars, interview,select blog postings
X Emails link to urls, webcast service
X Drive to contact capture
3.
X Interview with blogger sets keywords and concepts to beaggregated by other blogs, media outlets
X Targeted blogging plays to aggregators, helps catalyzemessaging
X Drive to contact capture
4.
XGoogle page 1 dominance for keywords
X Aggregators absorb content, key words frompress release, blogging activity
X Result: Firm engages and attracts new AUM
5.
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Google page1 dominance for key words
I must find out moreabout the refundable
AMT credit buried inlast year¶s stimulusbill.
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Smart Money, Dow Jones, Reuters, BusinessWeek
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Here come the aggregators: Goliath, Financial Content
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ADN, Germany¶s TradingHouse, India¶s Newstin
Also: AlphaTrade Finance, Web 2.0 Journal and more
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Measure the results
Webinar 1 Webinar 2 Webinar 3 Total
Attendees 12 3 9 24
Registered 16 17 11 44
Prospects 12 12 9 33
Existingclients
4 3 2 9
Replayviewed
1 1 3 6
Replaydownloaded
1 0 1 2
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Measure the results
X Engage HNW only
X Gained new clients
X Expanded relationship withsome existing
XBusiness developmentX Netted approximately $40,000
in new and ongoing fees
X Some $4.0 million in new AUM
X Timeframe: Eight weeks
X ³Overall we are very pleasedwith the results of the Webinar Series and expect 21 of the newprospects to eventually contactSFG for services´ Charles
³Chuck´ Steege, CFP ® SFG Wealth
Planning Services, Inc.
X Center of influence Thecollaboration between Chuckand Phil resulted in newexposure and new business
X Experiment with social media
An investment of less than$10,000 in a social media-
driven thought leadership effortprovided an outstanding short-
term return
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