Asset Management and Social Media: A Guide to Social Marketing
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Transcript of Asset Management and Social Media: A Guide to Social Marketing
COPYRIGHT 2013 CORPORATE INSIGHT INC
A GUIDE TO SOCIAL MARKETING
AUTHOR FRED LAPOLLA
REPORT RELEASED MAY 2013
ASSET MANAGEMENT AND SOCIAL MEDIA
ABOUT CORPORATE INSIGHT
2
AB
OU
T U
S
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nationrsquos leading
financial institutions For over 20 years the firm has tracked technological developments in the financial
services industry identifying best practices in online banking and investing online insurance mobile
finance active trading platforms social media and other emerging areas There are no assumptions in
Corporate Insightrsquos work ndash we use live accounts at all of the firms we research providing our clients with
unparalleled unbiased intelligence on the competition
Corporate Insight welcomes the opportunity to speak with the media If you are interested in citing our
research or would like to schedule an interview with our analysts please contact Intermarket
Communications at 212-888-6115 or corporateinsightintermarketcom
FRED LAPOLLA
Senior Research Associate
212-832-2002 x-121
flapollacorporateinsightcom
BEN POUSTY
Marketing Manager
212-832-2002 x-134
bpoustycorporateinsightcom
Media Inquiries
TABLE OF CONTENTS
3
TAB
LE O
F C
ON
TE
NT
S
Introduction
Leveraging the Leading Social Networks
o LinkedIn Advisor Networking
o Twitter Leading the Conversation
o Facebook Engaging Consumers
o YouTube Branding amp Commentaries
o Google+ What Does it Add
Five Takeaways for Asset Management Firms
Corporate Insight Thought Leadership
About the Author
INTRODUCTION
4
INT
RO
DU
CT
ION
5
INT
RO
DU
CT
ION
BACKGROUND
This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors
Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy
LEVERAGING THE LEADING SOCIAL NETWORKS
6
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics
Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing
With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse
Google+
The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
ABOUT CORPORATE INSIGHT
2
AB
OU
T U
S
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nationrsquos leading
financial institutions For over 20 years the firm has tracked technological developments in the financial
services industry identifying best practices in online banking and investing online insurance mobile
finance active trading platforms social media and other emerging areas There are no assumptions in
Corporate Insightrsquos work ndash we use live accounts at all of the firms we research providing our clients with
unparalleled unbiased intelligence on the competition
Corporate Insight welcomes the opportunity to speak with the media If you are interested in citing our
research or would like to schedule an interview with our analysts please contact Intermarket
Communications at 212-888-6115 or corporateinsightintermarketcom
FRED LAPOLLA
Senior Research Associate
212-832-2002 x-121
flapollacorporateinsightcom
BEN POUSTY
Marketing Manager
212-832-2002 x-134
bpoustycorporateinsightcom
Media Inquiries
TABLE OF CONTENTS
3
TAB
LE O
F C
ON
TE
NT
S
Introduction
Leveraging the Leading Social Networks
o LinkedIn Advisor Networking
o Twitter Leading the Conversation
o Facebook Engaging Consumers
o YouTube Branding amp Commentaries
o Google+ What Does it Add
Five Takeaways for Asset Management Firms
Corporate Insight Thought Leadership
About the Author
INTRODUCTION
4
INT
RO
DU
CT
ION
5
INT
RO
DU
CT
ION
BACKGROUND
This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors
Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy
LEVERAGING THE LEADING SOCIAL NETWORKS
6
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics
Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing
With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse
Google+
The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
TABLE OF CONTENTS
3
TAB
LE O
F C
ON
TE
NT
S
Introduction
Leveraging the Leading Social Networks
o LinkedIn Advisor Networking
o Twitter Leading the Conversation
o Facebook Engaging Consumers
o YouTube Branding amp Commentaries
o Google+ What Does it Add
Five Takeaways for Asset Management Firms
Corporate Insight Thought Leadership
About the Author
INTRODUCTION
4
INT
RO
DU
CT
ION
5
INT
RO
DU
CT
ION
BACKGROUND
This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors
Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy
LEVERAGING THE LEADING SOCIAL NETWORKS
6
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics
Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing
With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse
Google+
The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
INTRODUCTION
4
INT
RO
DU
CT
ION
5
INT
RO
DU
CT
ION
BACKGROUND
This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors
Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy
LEVERAGING THE LEADING SOCIAL NETWORKS
6
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics
Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing
With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse
Google+
The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
5
INT
RO
DU
CT
ION
BACKGROUND
This presentation is based on research from our recent guide ndash Asset Management amp Social Media A Guide to Social Marketing The guide focuses on how asset management firms use popular social media platforms to connect directly with investors and financial advisors
Inside we examine LinkedIn Twitter Facebook YouTube and Google+ and discuss ways that firms can best leverage these networks The slide deck concludes with a set of recommendations to help you optimize your firmrsquos social media marketing strategy
LEVERAGING THE LEADING SOCIAL NETWORKS
6
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics
Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing
With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse
Google+
The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
LEVERAGING THE LEADING SOCIAL NETWORKS
6
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics
Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing
With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse
Google+
The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
TOP FIVE SOCIAL MEDIA PLATFORMS
7
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Todayrsquos business professionals turn to LinkedIn as a go-to resource for professional networking The site offers a strong resource for individuals hoping to network and find discussions on professional topics
Twitter offers asset management firms an opportunity to release brief blasts of information offering real-time insights on emerging issues and engaging with the broader conversation about markets and investing
With over a billion users worldwide Facebook has wide visibility and entices marketers with the promise of reaching huge swaths of people while they read updates from friends and family
YouTube
YouTube offers a platform for firms to upload streaming videos and create unique corporate channels for individuals to peruse
Google+
The second largest social networking site in the world with 359 million active users Google+ remains largely ignored by the asset management industry The networkrsquos video conferencing features and SEO qualities are enticing
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
LINKEDIN ADVISOR NETWORKING
8
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Networking An American Century study finds that 90 of financial professionals have a social media account 66 use LinkedIn
Commentary LinkedIn offers firms a strong platform for delivering and promoting commentaries and thought leaderships pieces
Product Promotion The platform offers space where firms can market their products and services using images and explanations of different reasons to work with them
Professionalism LinkedInrsquos strongest features is its reputation for professionalism and itrsquos users can be sure that the platform is used for addressing their professional identities
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
LINKEDIN ADVISOR NETWORKING
9
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
iShares LinkedIn Page
LinkedIn Leader iShares
The iShares LinkedIn company page presents followers with recent market insights currently being discussed on the firmrsquos blog
iShares promotes individual offerings while also highlighting educational resources on ETFs tools and customer service
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
TWITTER LEADING THE CONVERSATION
10
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Conversation Twitter allows firms to spread current events news updates from a firm engage with other market experts and respond directly to comments made by clients
Promotion Asset management firms use Twitter to promote site features services and fund products
Thought Leadership Twitter lets firms promote thought leaders and industry experts and provides a strong channel to increase their profile
Developing Trends The instantaneous nature of Twitter makes it the ideal platform for discussing emerging market issues The hashtag system allows posts on a specific topic to be easily searchable
Twitter B2B Marketing Statistic from optify
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
TWITTER LEADING THE CONVERSATION
11
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Invesco Twitter Account
Twitter Leader Invesco
Invesco has 70k+ followers and features links to commentaries thought leadership pieces and articles from the financial press while promoting insights from industry experts
Invesco posts streaming video pieces and articles from outside sources on its feed allowing for an interactive experience
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
FACEBOOK ENGAGING CONSUMERS
12
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Consumer Oriented Investors are likely not visiting the site to learn about business opportunities therefore firms work to connect with consumers using engaging ads offers and other online content
Sponsorships Facebook is used by many firms to promote corporate sponsorships such as sports teams and charities in an effort to generate good will and get their name out
Games Firms also leverage the visual layout of Facebook by including games and apps for users to enjoy during their spare time This practice helps build brand associations and draws in a broader audience of visitors
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
FACEBOOK ENGAGING CONSUMERS
13
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Putnam Investment Facebook Page
Facebook Leader Putnam Investments
Putnam does an excellent job of utilizing the image-based layout of Facebook through several large eye-catching images which promote the firmrsquos commitment to local communities
The firm also frequently promotes sponsorships of sports stars and teams on Facebook broadening their visibility with the general public
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
YOUTUBE BRANDING amp COMMENTARIES
14
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Channels Top firms offer a dedicated channel which allows all of their videos to be accessible from one location This increases the chances visitors will watch multiple videos
Playlists Fund firms offer specific playlists which allow the viewer to gain a comprehensive perspective on the firmrsquos view on a given issue
Consumer Focus Firms messages on YouTube tend to be consumer-oriented advertisements and presentations that include visually stimulating content Popular topics include retirement and college savings
Special Features Firms often overlook special YouTube features These include customized presentations with embedded videos text and photos to provide a complete multimedia experience
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
YOUTUBE BRANDING amp COMMENTARIES
15
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
OppenheimerFunds YouTube Page
YouTube Leader OppenheimerFunds
OppenheimerFundsrsquo channel features a strong consumer-oriented focus The engaging videos include graphs that move as the hosts explains concepts
Several playlists are also offered and the firmrsquos social media presence is well-branded to help consumers associate them with global investing
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
GOOGLE+ WHAT DOES IT ADD
16
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Aesthetics Google+ shares many similarities with Facebook offering a visually-oriented feed that focuses on social connections
Privacy The platform tries to set itself apart with ldquoCirclesrdquo where users can separate their connections into groups such as friends professional acquaintances etc
Video Conferencing Many experts are enthusiastic about Google+ Hangouts This feature enables up to nine people to participate in a video conference with the ability could be useful for advisor in communicating with clients and pitching to prospects
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
GOOGLE+ WHAT DOES IT ADD
17
LEV
ER
AG
ING
TH
E L
EA
DIN
G S
OC
IAL
NE
TW
OR
KS
Franklin Templeton Google+ Page
Google+ Leader Franklin Templeton
Franklin Templeton primarily promotes thought leadership pieces and commentaries from the firmrsquos experts
The firm uses colorful imagery in promoting the firmrsquos products and services
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
18
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
FIVE TAKEAWAYS FOR ASSET MANAGEMENT FIRMS
19
FIV
E T
AK
EA
WA
YS
FO
R A
SS
ET
MA
NA
GE
ME
NT
FIR
MS
1 Focus on Individual Platform Strengths amp Avoid One-Size-Fits-
All Approach
2 Capitalize on LinkedInrsquos Abundant Business Networking
Opportunities
3 Engage in Consumer Promotions on Twitter Facebook
YouTube and Google+
4 Maintain a Visual Focus When Appropriate
5 Remember Social Media is a Two-Way Street
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
20
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
21
CO
RP
OR
AT
E I
NS
IGH
T T
HO
UG
HT
LE
AD
ER
SH
IP
Whitepaper Millennials Opportunity Whitepaper
This whitepaper examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials This is also available as a slide deck
Slide Deck Apple iOS 7 Ideas for Financial Services Firms
Apple iOS 7 Ideas for Financial Services Firms explains how firms can leverage the new features in iOS 7 to make their mobile apps more user-friendly
Mobile Infographic Android vs Apple App Development Across Financial Services
Mobile Trend Infographic compares Android and Apple iOS app development across the financial services industry
Slide Deck Brokerage iPhone apps Examining the Mobile User Experience
This study examined the brokerage industryrsquos most popular mobile apps focusing on design and core features like trade order entry and stock quotes
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom
ABOUT THE AUTHOR
22
AB
OU
T T
HE
AU
TH
OR
FRED LAPOLLA
SENIOR RESEARCH ASSOCIATE MUTUAL FUND MONITOR AND ADVISOR MONITOR
Fred LaPolla is a Senior Research Associate on Corporate Insightrsquos Mutual Fund
Monitor and Advisor Monitor teams He has conducted extensive research in the
fund space focusing on the asset management industryrsquos use of the Web social
media and other technologies to reach investors and service clients and financial
advisors This study is the result of Fredrsquos ongoing research into the social media
presences offered by leading fund companies and the social strategies they employ
Fred graduated from George Washington University in 2008 and is currently
pursuing a masterrsquos degree He has been a member of the Corporate Insight team
since 2011
CONTACT FRED
T 212-832-2002 x-121
E flapollacorporateinsightcom