Building the Chapter: Levels of Recruitment MSDE CTSO Advisor Training September, 2012
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Transcript of Increase Sales and Recruitment Productivity by implementing an Innovative Advisor Digital Marketing...
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Andrew ChungVP, Products and Marketinglinkedin.com/in/AndrewChung
Increase Sales and Recruitment Productivity by implementing an Innovative Advisor Digital Marketing Program
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Pages Ranked Pages Ranked
Facebook Supporters Facebook Supporters
Twitter Followers Twitter Followers
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Yes We Can
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35k groups2M Profiles
$30M raised
70,000 fundraising pages
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Compliance Wealth Management
Marketing
Financial Advisors
3 years of formal and
informal conversation
25 financial institutions / broker-dealers Across Canada and the United States
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Wealth Management Trends
Wealth Transfer of Children
Retirement Age Digital Behaviour
Demand for Rich Interaction
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Why can’t we ditch the brochures?
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Under Investment
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Lack of Adoption
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Fear of Operational Tidal Wave
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Building a Solid Foundation for your Advisor Digital Marketing Program
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Economic Innovation
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Economic Innovation
1. Business Case Support & Money
2. Early Adopters
3. Optimize Your Service Model
Why is Economic Innovation relevant?
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Economic Innovation Economic Models
%
%Institution
100%Split with
Advisor InstitutionExternal AdvisorSpend
Advisor100%
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Increase Adoption
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EnterpriseMarketing
Benefits
The Importance of Adoption
IndividualAdvisor
Businessbenefits
Adoption
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Gamification Experiment
40% open
12% click
Mailing List Statistics Goal:Significantly increase advisor engagement
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Gamification Experiment (Pt 1)
2142% open
5% click rate
50% open
18% click rate
1
2
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Gamification Experiment (Pt 2)
60% open
20% click rate
71% open
30% click rate
1
2
1
220% increase in logins
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Drive Business Support with Big Data
• Improve the baseline results of your advisors
• Leverage the feedback to inform advisor education strategies and content
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Productivity through Automation
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1. Optimize marketing, compliance and advisor productivity
2. The technology exists
3. Complex Ecosystem in Regulated Industry
Why You Need to Think about Automation
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• Highest productivity impact• Highest business change
• Measure productivity impact closely
Compliance First
August 1, 2013 September 1, 2013
October 1, 2013 November 1, 2013December 1, 2013 January 1, 2014 February 1, 2014 March 1, 2014 April 1, 2014
Adoption
Rev
iew
Tim
e
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Design Substance
The Bare Necessities of a Website
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Design
Optimizing Advisor Productivity
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Substance
Optimizing Advisor Productivity
1. Leverage your internal and external wholesalers (e.g. asset management, insurance, etc.)
2. Maintain authenticity and avoid product content
3. Personalized content strategy
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EconomicInnovation
IncreaseAdoption
Productivity Through
Automation
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Innovation is the intersection between the big idea and the ability and courage to put that
idea into action