Andrew ChungVP, Products and Marketinglinkedin.com/in/AndrewChung

Increase Sales and Recruitment Productivity by implementing an Innovative Advisor Digital Marketing Program

Pages Ranked Pages Ranked

Facebook Supporters Facebook Supporters

Twitter Followers Twitter Followers

Yes We Can

35k groups2M Profiles

$30M raised

70,000 fundraising pages

Compliance Wealth Management

Marketing

Financial Advisors

3 years of formal and

informal conversation

25 financial institutions / broker-dealers Across Canada and the United States

Wealth Management Trends

Wealth Transfer of Children

Retirement Age Digital Behaviour

Demand for Rich Interaction

Why can’t we ditch the brochures?

Under Investment

Lack of Adoption

Fear of Operational Tidal Wave

Building a Solid Foundation for your Advisor Digital Marketing Program

Economic Innovation

Economic Innovation

1.  Business Case Support & Money

2.  Early Adopters

3.  Optimize Your Service Model

Why is Economic Innovation relevant?

Economic Innovation Economic Models

%

%Institution

100%Split with

Advisor InstitutionExternal AdvisorSpend

Advisor100%

Increase Adoption

EnterpriseMarketing

Benefits

The Importance of Adoption

IndividualAdvisor

Businessbenefits

Adoption

Gamification Experiment

40% open

12% click

Mailing List Statistics Goal:Significantly increase advisor engagement

Gamification Experiment (Pt 1)

2142% open

5% click rate

50% open

18% click rate

1

2

Gamification Experiment (Pt 2)

60% open

20% click rate

71% open

30% click rate

1

2

1

220% increase in logins

Drive Business Support with Big Data

•  Improve the baseline results of your advisors

•  Leverage the feedback to inform advisor education strategies and content

Productivity through Automation

1.  Optimize marketing, compliance and advisor productivity

2.  The technology exists

3.  Complex Ecosystem in Regulated Industry

Why You Need to Think about Automation

•  Highest productivity impact•  Highest business change

•  Measure productivity impact closely

Compliance First

August 1, 2013 September 1, 2013

October 1, 2013 November 1, 2013December 1, 2013 January 1, 2014 February 1, 2014 March 1, 2014 April 1, 2014

Adoption

Rev

iew

Tim

e

Design Substance

The Bare Necessities of a Website

Design

Optimizing Advisor Productivity

Substance

Optimizing Advisor Productivity

1.  Leverage your internal and external wholesalers (e.g. asset management, insurance, etc.)

2.  Maintain authenticity and avoid product content

3.  Personalized content strategy

EconomicInnovation

IncreaseAdoption

Productivity Through

Automation

Innovation is the intersection between the big idea and the ability and courage to put that

idea into action