representing naifa sheila owens vice president, communications and marketing [email protected]...
TRANSCRIPT
![Page 1: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/1.jpg)
![Page 2: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/2.jpg)
Representing NAIFA
Sheila OwensVice President, Communications and Marketing
Representing NAIFA
703-770-8112 (O)
703-717-8119 (M)
![Page 3: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/3.jpg)
PR 2.0
Today’s topics:• Reaching your audience in a fragmented media
market• The PR challenges and opportunities of social
media
![Page 4: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/4.jpg)
The Media Landscape:Back Then
• 1960s-1980s: 70-80% of adults read a newspaper*
• 1960s there were more than 1,760 daily papers
• 1,400 were evening papers; 300 were morning papers
*Scarborough Research
Newspapers were dominant source for news
![Page 5: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/5.jpg)
The Media Landscape:Back Then
• Television was the ‘new media’• By the 1980s, television news ruled as primary
source of news for consumers• 55 million Americans were loyal nightly viewers
![Page 6: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/6.jpg)
Back then:Primary tools for PR pros
• Press releases were faxed• Newsletters were mailed• PR practitioners placed stories in newspapers,
magazines, TV & Radio (earned media)• Companies placed advertisements (paid media)• Little if any ‘niche’ media to reach out to targeted
audiences
![Page 7: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/7.jpg)
Back then: One-waycommunications
Paid Media: Advertising
Earned Media: Story placements
![Page 8: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/8.jpg)
Media Landscape Now:Broadcast, Print Audiences Declining
Average Rating (A35+)
% Readership Among Adults
Average ratings for local evening newscasts in the top ten U.S. media markets
Average readership for local newspapers in the top ten U.S. media markets
54.5 53.952.5
51.450.1
48.747.2
45.3
38% in 2010?17% readership loss 2001 – 2008
10.6% in 2009
40.5
19.217.5 16.3
15.7 14.0
11.2 9.9
21.318.7
18.817.9
17.4
13.112.1
Early evening news: -48%
Late evening news: -43%
![Page 9: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/9.jpg)
The Media landscape: Now
• 24/7 news cycle• Nearly 80% of adult population uses the Internet• Multiple emerging media resources – not just
mainstream news sources (niche media, blogs, Web sites, YouTube, Google, Yahoo)
• Consumer access to content anytime, anywhere
![Page 10: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/10.jpg)
The Bad News
The Media Landscape is Cluttered!
![Page 11: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/11.jpg)
The Bad News
• Multiple media choices compete for consumers’ attention = a fragmented audience
• Greater challenges to get your message across to fragmented audience
• How do you know where to go to get your message across?
![Page 12: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/12.jpg)
The Good News
• With more sources, greater opportunities to get your message across
• Digital services allow for targeted content creation with little or no technical knowledge
• Consumers are creating engaging, relevant content that you can find, interact with
• Opportunities to repurpose your own content for multiple media platforms – meet your audience in their space
![Page 13: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/13.jpg)
The Good News: Everyone’s Talking
• Communications is full circle: 360 Communications
“Socialized media is empowering us not only to consume content but also to create it. This is the era of new influencers
and we become media and earn authority based on the content we share and also how and where we participate.”
– Brian Solis, The Conversation Prism
![Page 14: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/14.jpg)
PR 2.0: Enter Socialized Media
Is Social Media a Fad?
![Page 15: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/15.jpg)
What is Social Media?
• Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone to post, comment or share to form communities around shared interests.
![Page 16: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/16.jpg)
Why Social Media?
• Social media are here to stay. Through these communications channels, your colleagues, public officials, opinion leaders, news media and others are behaving differently – meeting in virtual communities, sharing content and spreading voice and influence online.
![Page 17: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/17.jpg)
Why ShouldYou Interact?
• The Internet is a breeding ground for lively discussions that can catapult one company (or a company’s policy or issue) over another. Participation in virtual communities will help position your company and experts as thought leaders in their field while crafting messages in a way that influences their online audience in a positive manner.
![Page 18: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/18.jpg)
Twitter Launched in 2006
FacebookLaunched in 2004
Unique Visitors
(Millions)
Unique Visitors
(Millions)
Trailing 24 months
Trailing 24 months
Trailing 24 months
Trailing 24 months
Linked InLaunched in 2003
YouTube Launched in 2005
+78%
+55.4% +31.1%
+92.9%
Social Media Sites Are Growing At A Rapid Rate
Unique Visitors
(Millions)
Unique Visitors
(Millions)
![Page 19: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/19.jpg)
The Social MediaLandscape
• Facebook has more than 300 million users• LinkedIn passed 50 million global users• YouTube streamed more than 10 billion online
videos in just one month
![Page 20: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/20.jpg)
Technological Change Requires Rapid Adaptation
100
80
60
40
20
0
Telephone
(1876)
Television(1928)
Cell Phone(1983)
iPod(2001)
Facebook(2004)
Years
to R
each
15
0M
U
sers
Acceleration of Communications Change
![Page 21: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/21.jpg)
Why Join the Conversation?
• You need to know who is talking, who is listening• What are they saying?• What are you saying in response?• How are you controlling the message?
![Page 22: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/22.jpg)
Join the Conversation
• Monitor blogs, post responses• Follow them on Twitter, tweet yourself• Read their Facebook pages, engage
![Page 23: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/23.jpg)
NAIFA: Getting Our Feet Wet
![Page 24: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/24.jpg)
NAIFA: Getting Our Feet Wet
![Page 25: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/25.jpg)
NAIFA Social Media Tools
![Page 26: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/26.jpg)
NAIFASocial Media Tools
• NAIFA Facebook has nearly 800 fans• 28% more likely than non-fans to continue using a
brand • 41% more likely than non-fans to recommend a
fanned product to their friends
![Page 27: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/27.jpg)
NAIFA Social Media Tools
![Page 28: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/28.jpg)
You’ve got the Tools:Now what?
• Define your Social Media Strategy– Why are you in social media?– With whom do you want to engage? – How will you measure success?
![Page 29: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/29.jpg)
NAIFASocial Media Strategy
NAIFA Goals & Objectives for Social Media• To build Community. • To promote NAIFA positions, products and people• To reach, respond to news media• To tell the “agent story” • To drive traffic to NAIFA Web site.
Measure progress through qualitative responses
![Page 30: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/30.jpg)
Examples of howNAIFA uses Social Media
• To correct misperceptions• To interact in a less formal way• To build community• To empower your community to speak for you• To reach the news media
![Page 31: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/31.jpg)
How does NAIFA use Social Media?
To correct misperceptions• NAIFAblog.com tells the agent’s story – • Example: Trade story focuses on just a few
members who support fiduciary duty• Story ignored the 70% of comments on SEC site
that opposed fiduciary duty standard of care• NAIFA wrote blog to include the facts; sent to
reporters and other bloggers to get our message out
![Page 32: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/32.jpg)
How does NAIFA use Social Media?
To respond informally• News story conveys negative perceptions of
industry (not necessarily inaccurate)• Story does not warrant a formal statement from
organization• NAIFA writes response that takes issue with the
story, clarifies and tells the agent’s side• Post response on blog, Facebook and tweet
response
![Page 33: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/33.jpg)
How does NAIFA use Social Media?
To Build Community• Show LinkedIn page – member posting comment
![Page 34: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/34.jpg)
How does NAIFA use Social Media?
To empower community to speak for you– Engage in conversations with other bloggers that
support your positions and policies– Provides powerful third-party support– Link to their blogs, pass them around
![Page 35: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/35.jpg)
How does NAIFA use Social Media?
To reach out to the news media– Follow reporters on Twitter– Ask reporters to follow you on Twitter– Look for reporters’ questions, requests for interviews on
Twitter– Tweet, re-tweet reporters’ stories that support your
positions– Post links to your press releases on Twitter, Facebook– Respond to reporters
![Page 36: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/36.jpg)
How to Begin?
• Once you build your pages, tell people where to find you– Promote with press release about your new sites– Include links to your sites in your e-mail signatures– Post icons/links from your own Web site– Interact, interact, interact
![Page 37: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/37.jpg)
Three thingsI’ve learned
• People are talking about our products – Listen!• Allow your site to have a personality• Once you’re in, you’re in• Be authentic• Don’t spam
![Page 38: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/38.jpg)
Social Media & Financial Professionals
• 44% of advisors use social media for business• 75% have an account on Facebook or LinkedIn• Top three uses: prospects, monitoring
industry/market news, reading expert commentary• 40% optimistic social media will help grow their
business• 47% concerned with compliance issues
*American Century Investments survey
![Page 39: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/39.jpg)
Social Media & Financial Professionals
• Advice for Advisors: Make sure your posts are done within the requirements of your corporate and regulatory guidelines.
FINRA Regulatory Notice 10-06 “Guidance on Blogs and Social Networking Web Sites”
Americans are increasingly using social media Web sites, such as blogs and social networking sites, for business and personal communications. Firms have asked FINRA staff how the FINRA rules governing communications with the public apply to social media sites that are sponsored by a firm or its registered representatives. This Notice provides guidance to firms regarding these issues.
![Page 40: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/40.jpg)
Social Media& Financial Professionals
There are companies that specialize in helping regulated firms with compliant social media policies and practices.
Socialware – www.socialware.com
Arkovi – www.arkovi.com
![Page 41: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/41.jpg)
Social Media: It’s not all that
• Social media is part of an overall communications strategy; it’s not a standalone tool
• PR 1.0 should be incorporated
While there’s no question social media is here to stay, so is the value of face-to-face
communications
![Page 42: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/42.jpg)
Media Convergence
• The lines of journalism are blurring • Columnists and bloggers are now local news
sources and not just opinion providers• News reporteres are now opinion providers• Fewer subject matter experts in the newsroom• Citizen journalists: Anyone who can blog or text
can publish a story
![Page 43: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/43.jpg)
How to help the reporter
• Appreciate the role and need of the journalist – they are under increasing demands to file and file immediately
• Provide information in multiple media platforms for their Web site, blog, YouTube video, podcast
• Understand their audience• Reach out to new reporters on the beat; provide
industry briefings, fact sheets
![Page 44: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/44.jpg)
Tell Your Story: What’s your story?
• New products, trends, data• Industry expertise on timely issues• Local legislative developments affecting the
industry – tell what it means to businesses consumers in your community
![Page 45: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/45.jpg)
PR 2.0: Bottom Line
• In spite of the multitude of channels and technologies available, it’s still critical to develop personal relationships with reporters to enhance your industry and products. At the same time, we need to understand the non-traditional journalists – they can be as influential as the evening news once was.
![Page 46: Representing NAIFA Sheila Owens Vice President, Communications and Marketing sowens@naifa.org Representing NAIFA 703-770-8112 (O) 703-717-8119 (M)](https://reader030.vdocuments.us/reader030/viewer/2022012904/56649e235503460f94b114e4/html5/thumbnails/46.jpg)
Thank You!
Sheila Owens
Vice President, Communications & Marketing
NAIFA
703.770-8112 (o)
703.717.8119 (m)