1. Charles Schwab Marketing in the Digital Age Taking Advantage of the RIA Stands For You Presented by John Stone on December 5, 2012 1

2. Introduction This document is the full presentation delivered at the Schwab webcast and it also includes a number of additional slides that were not presented. The purpose of this document is to help the registered investment advisor enhance their digital strategy and use the right web presence and tools to engage clients and prospects both 1:1 and 1:many. 2 3. Todays discussion Commit to an active online presence Key trends in digital and social media marketing Get started with 5 strategies 1.Establish an effective website hub. 2.Add RIA Stands for You branding. 3.Filter and connect 1:1. 4.Expand your social media presence. 5.Launch campaigns. 3 4. 4 Digital is the new marketing Print, TV, radio, PPC, SEM Website, Facebook page, LinkedIn profile, LinkedIn page Likes, retweets, Google+ shares, links, and email sharing OWNED MEDIA PAID MEDIA EARNED MEDIA General audience Clients and first- degree connections Referrals and inbound leads Source: Inspiration from Forrester, MEC, and Starbucks 5. 5 z Social media is here to stay Log in every day of U.S. Internet users are on Facebook Average user connected to 80 community pages, groups, and events Dont tweet but do listen 2009 to 2012 100% participation from InMail is 30x more effective than a cold call 2009 to 2012 Source: Adapted from Socialware users users users 6. 6 HNW investors are online of high-net-worth investors are social media users of investors want to connect with advisors on LinkedIn of high-net-worth investors want market, trend, and product information via social media Investors are social They want to connect And they want insights 87% 52% 50% Source: Adapted from Socialware and Cogent High-Net-Worth Investor Research, 2012. 7. Digital powers a path to value Existing Clients 1st Degree Connections 2nd Degree Connections Reach and Influence New Clients Website & Social Media 7 8. Select the right level Time and Effort Starting Investing Advanced 1:1 Professional Engagement 1:Many Engagement Market Reach and Influence Clear value proposition, professional mobile- ready website, the right social media presence, 1:1 engagement Dynamic search- optimized website, active blog, and integrated social media with active content publishing and sharing Established thought leadership with engaging content, advanced web marketing and CRM, PR visibility, and social media reach and influence 8 9. 5 strategies using RIA Stands for You Website hub Use RIA Stands for You to enhance your website content and messaging. RIA Stands for You branding Gain from campaigns halo effect by using the brand mark and links. 1:1 targeting Use tools for 1:1 engagement using RIA Stands for You messages. Social media Engage your audience and expand reach and influence with social media. Campaigns Combine RIA Stands for You elements into your custom campaigns. 9 10. Use campaign language to enhance your value proposition and website copy. Publish a FAQ or Resource page using campaign content and links. Update your third-party outposts with your about us profiles. Publish downloadable premium content. Add share this features to your content. Publish a blog post series and leverage the series into a newsletter. 1. Enhance your website hub Professional web presence Up-to-date design and branding, mobile responsive Fresh content/blog Marketing automation technologies Search engine optimization (SEO) Strategies with RIA Stands for YouFoundation InvestingStarting 10 11. Enhance your FAQ or Resource page Clients are searching, researching, and self-selling on the web. A Resource page or FAQ page helps clients and shortens the sale. Use the campaign brochures and WSJ article Thinking About Hiring an RIA? as content to enhance these pages. For the FAQ, focus on questions that clients actually ask. The web culture is openbe fully honest and open in your answers. Consider a video for the page as well (Investing-level). Starting 11 12. Engage with content HubSpot: Companies that blog have 97% more inbound links than those that dont. Visually engaging content is downloaded moreuse infographics or draw on elements of the RIA Benefits PPT presentation. Sharing options include LinkedIn status, Tweets, SlideShare upload, Facebook page or status updates, YouTube video, and comments on industry blogs and websites. Investing 12 13. People Respond to Video A video can articulate and personalize campaign messages Introduce your firm and your people and help clients self-sell which saves time Keep videos short and modular snackable content Publish on YouTube for search visibility and sharing Use a professional videographer, but dont over-produce - use a natural authentic styled video Investing 13 14. Optimize for SEO Search visibility is driven more by off-page than on page strategies but on-page tactics help Use dynamic content (blog) and a RIA Stands For You page with keywords Add H1 Tag, home page keywords, internal links to priority pages, xml site map and geographic location search Add blog authorship, by tying individual Google + profiles Add to DMOZ and Yahoo Directories Investing 14 15. Marketing Automation Map your processes Marketing-to-sales Demand Generation, Lead Nurturing Deploy a marketing engine Website Content Management Marketing Automation Sales Force Automation/ CRM Advanced 15 16. 2. Add RIA Stands for You branding Add an RIA Stands for You link (or logo) in your email signature. Include branding and links on your enewsletters as well. Add an RIA Stands for You widget (logo) on your website. Distinctive brand identity Brand positioning aligned with the campaigns messaging Brand standards and creative brief Standard email signatures for each professional Strategies with RIA Stands for YouFoundation Starting 16 17. A signature with your audience in mind The signature should not be too long and should be easy to copy. Ensure firms own branding is prominent. Add the RIA Stands for You logo for additional brand lift. Limit the size of the image. The main objective is to enable your recipient to capture your contact information. Starting 17 18. Logo widget and branded content As the campaign adds momentum, your audience will connect with the campaign advertising. Invite prospects and contacts to access this information on your website by sharing links to the content page. Add the campaign logo to any of your electronic mediums and link it back to riastandsforyou.com because it gets your prospects asking the right questions. Starting 18 19. 3. Filter and target 1:1 Use new tools to help filter and focus on your targets for deeper 1:1 engagement. Enhance 1:1 engagement with campaign value proposition content. Tailor your sales presentation with campaign messages. Survey your clients to find your NPS promoters and to improve your service. Client and first-degree connections Contact database Contacts in CRM LinkedIn connections Alerts and monitoring Strategies with RIA Stands for YouFoundation InvestingStarting 19 20. Using targeting tools Deepen your relationships and networking effectiveness by following your contacts' online activities. There are lots of great free tools out there that are easy to use. Selectively message and engage using campaign content. Triggers and Context + Personalized Content = 1:1 Engagement Starting 20 21. Identify promoters - with NPS Your clients are your most important asset and the primary source for referrals A Voice of the Customer Survey identifies your most likely referral sources and creates insights to improve your practice Equip your promoters with campaign brochure tools they need including tailored content from www.riastandsforyou.com and the campaign brochure The Net Promoter methodology offers an effective framework for the survey. Advanced 21 22. 4. Enhance your social impact Add a LinkedIn company page and widget to your website. Share your blog posts on social media and curate content from the campaign. Mix in lifestyle and charity content. Build your Klout Score with thought leadership, reach, and influence. Online presence on the right social networks LinkedIn and company profile page Compliance policies Listening, following, and commenting AdvancedStarting Strategies with RIA Stands for YouFoundation 22 23. The professional network. Facilitates referrals and helps to find money in motion. Helps SEO. Includes a business page. Starting Great if your client network is developed by your personal network. Also launch a business page. Starting Reach out to the long tail. A good way to find and follow niche topics and build a following based on your expertise. Advanced Video sharing is powerful for communications and invites social sharing. Embed YouTube videos on your site. Advanced Helpful in Google search. Author credibility for your blog. Also a good way to connect with Google users. Investing A great way to share slide materials. An outpost for your brand. Invites new audience and clicks back to your site. Starting Select the right social networks 23 24. Curate and share + active #Comments Use the campaign brochures, website content, and #RIAS4U to connect with the broader advertising campaign. Create a LinkedIn company page and a website widgetemail contacts and invite them to follow (and tell them why). Comment in LinkedIn groups to gain SEO, recognition, and potential leads. Use clickable hashtags (including #RIAS4U) on Twitter to engage in discussions, build connections, and engage new followers. Follow your clients social profiles, retweet, Like, and support. Weave in posts that bring audience back to content (like your blog and FAQ page) on your website. Image from integraphix.com Investing 24 25. Mix charitable and lifestyle content Socialware: Lifestyle content drives 3X more engagement than financial content Help people with charitable efforts while bringing you brand value Create new opportunities to engage and drive sharing velocity earned media Investing 25 26. Raise your Klout Social influence rating like Klout is become accepted and is influencing behaviors Media exposure drives credible inbound links, can also be used in 1:1 sales and showcased on your website Blog post authorship is important in Google algorithms By being followed by more influential people, you can raise your score Premium RIA Stands For You content can enhance your impact and raise your Klout score! Advanced 26 27. 5. Launch campaigns Use multi-touch campaigns to get your message out across channels. Customize your RIA Stands for You presentation for use in a webinar. Make it downloadable as a PDF. Work with COIs to speak and introduce your content to their audience with webinars and meetings. Run an email campaign with content and landing page for lead development. Target market strategy The right sponsorships, COIs, and affinity groups Quality email marketing list and tools Strategies with RIA Stands for YouFoundation AdvancedInvesting 27 28. Run webinars with centers of influence Customize the RIA Benefits Pitchbook with your branding and messages. Run a webinar with each of your COI partners to reach their clients and prospect network. Use the content to host Meetups and publish podcasts for connected audiences. Advanced Image source: businessknowhow.com/marketing/webinar-tips.htm 28 29. Digital strategies: key takeaways Commit to an active online presence. Recognize the key trends in digital and social media marketing and identify an approach that fits with your audience. Get started with 5 strategies that can take advantage of RIA Stands for You: 1.Establish an effective website hub. 2.Add RIA Stands for You branding. 3.Filter and connect 1:1. 4.Expand your social media presence. 5.Launch campaigns. 29 30. Thank you This presentation with additional strategies is available as an eBook download from the Revenue Architects website. Our Healthcheck for RIAs is a great way to get started with a digital strategy. John C. Stone III www.revenuearchitects.com jcstone@revenuearchitects.com 877.738.3276 http://www.linkedin.com/in/jcstone3 30