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This is the story I presented at the Global Fixed Income Institute's meeting in Amsterdam in March 2013, of how a UK based Fund Management business started its journey in social media through small steps.
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Global Fixed Income Institute
CASE STUDY: A UK FUND MANAGER’S JOURNEY TO USING SOCIAL MEDIA.
SIMON J. RYAN@simonjryan
Amsterdam, March 2013
Commercial in Confidence
1. The situation
2. Why use social media
3. Mallowstreet.com
4. The project
5. The outcome
6. The lessons
Contents
Commercial in ConfidenceAmsterdam, 22 March 2013 2
• How do we deliver value to clients’ beyond performance?• How can we maintain a continuous
dialogue and demonstrate our value?
• How do we disintermediate the client relationship?
• Communications decisions driven by compliance
The Situation
Commercial in ConfidenceAmsterdam, 22 March 2013 3
60% …of the way through the purchase
decision before engaging advisors
Source: CEB Marketing Leadership Council, March 2011
The average client is…
Commercial in ConfidenceAmsterdam, 22 March 2013 4
Why Use Social Media
SurveysContact
Management
Online Discussions
Networking
Blogs/Vlogs
Video Diaries
Messaging
Private Discussions
Thought Pieces
SearchSecure
Investment Solutions & Research
Mallowstreet.com Then
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Mallowstreet.com Today
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Currently
3,000 Users690+ Pension Schemes£1,170 Bn AssetsBack then
350 Users200 Pension Schemes£250 Bn Assets
Deal with complianceChange the policy and process to allow and accommodate social mediaListenUnderstand what your audience is speaking about and is important to themPlanDevelop your view of the conversation and plan your contentDevelop the new skillsHelp everyone develop the writing and engaging skills
Source: Various
Monitor engagementLook at activity and topics and intervene to facilitate engagement
The Project
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• Generated some Kudos from early mover advantage
• Peaked at 12 users averaging 50 followers and an hour per week
• A third of Mallowstreet users followed a member of the Manager’s team
• Consultancy Relations team generated massive increase in contacts and engagement• Especially from previously difficult to reach
organisations
• Established a customer insight feedback loop , fed back into content management • Launched a Social Housing real estate
product largely influenced by Mallow Street• Spurned the Fund Manager to make more effective
use of video• Generated phenomenal senior interest in
The Outcome
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Compliance has to accept it will carry out post publish reviews and speed up sign off of new social media postsContent is at the heart of social media, but has to be delivered in a consumable way according to what the crowd is talking about.
Social media has to become part of the daily routine for those engaging unless you have an experienced support team
The Lessons
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Thank you
Simon J. Ryan
Social Advisors Ltd.
Mobile +447 446 119 778
E Mail
Twitter @simonjryan
Web
www.socialadvisors.co.uk
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Get found
Become liked
& trusted
Stand out
Get referred
Be remembe
red
Get even better
Measure
Content
matters
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