Before You Go All-In On Facebook

“We’re starting to think more seriously about Facebook…”

I’ve heard this more than a few times from firms over the last six months. Typically, the firm has excelled with something else social (e.g., blog, Twitter account or LinkedIn company page) and believes it’s ready for something more challenging while potentially more rewarding.

The size of the social network itself (890 million daily active users in December 2014), its 2014 surge and the engagement potential all make Facebook impossible to ignore if you’re a marketer in 2015.

Mutual fund and exchange-traded fund (ETF) marketers absolutely should consider participation (beyond the base camps many have already set up) on Facebook for their own strategies. Not knowing what your business or marketing objectives are, not knowing what your client composition is, not knowing what your content and other resources are, etc., I can’t go much further than this.

…Except to encourage you to temper your enthusiasm by drilling into Facebook’s sensational traffic and engagement numbers. Financial services, let alone business-to-business organizations, cannot expect the same pick-up that other industries famously experience.

For some level-setting, let’s first take a broad look at social media and financial services. Afterward, we’ll zero in on Facebook.

10 Finserv Brands Dominate

There’s no shortage of ebooks and whitepapers about social media and financial services, but this Shareablee presentation delivered at a State of Financial Services Webinar in late November is distinguished by the data it presents. Unfortunately, the Webinar isn’t available on-demand.

Shareablee takes care to report financial services subsegments, noting that the lowest percentage (61%) of Investment Products & Services brands have social presences. Banking, insurance, loans and even payment services brands are more active. Data quoted is from January through October 2014. Note that LinkedIn isn't a platform included in this report. The annotations on the following slides are from me.

Within Shareablee's Investment Products & Services brands category are diversified firms and brokerages that are probably beyond your competitive set. They command the greatest share of voice.

Here’s the sobering slide: The top 10 brands dominate, representing 66% of all activity. If you’ve been successful, by your standards, with anything in social media, you are to be congratulated. It’s not easy to make an impact.

Next check out the Shareablee slide of Facebook sharing in particular. Despite all the hoopla about Facebook in 2014 and despite the pick-up of insurance and banking content, note the so-so sharing of investment product/service content.

This gets to the core content challenge of asset manager posts on Facebook. If you are not a Fidelity or Vanguard, if you don't sponsor community outreach programs (e.g., charitable benefits or sporting events), if you're new to engaging with a community and if the bulk of what you have to post is investment strategy and market insights, let’s be realistic about how much sharing your repurposed posts are going to get. How comfortable is a suit and tie at a barbecue?  

Minor digression: Before we leave the Shareablee deck, see the slide that shows the types of posts that people engage with. Across all financial services segments—but especially investment products and services—it’s photos! If you make just one tweak to your social strategy in all of 2015, please let it be to post more images.  

Does Facebook Drive Traffic?

Why take on another social network and especially Facebook? To drive both brand awareness and Website traffic. So, does Facebook drive traffic? All of the above was a prelude to encouraging Facebook-aspirants to watch the following Whiteboard Friday video, published on The Moz Blog last week. A transcript is also available on the page. 

It’s an engaging 17 minutes but if you’re short on time, here are a few highlights.

4:00: The Moz’s Rand Fishkin says the average page per visit of a Facebook visitor is about 1. “It tends to be the case that when you're in that Facebook feed, you're just trying to consume content, and you might see something, but you're unlikely to browse around the rest of the Website from which it came.” 

This compares to the average 3-5 pages consumed by people who arrive directly on your site and to Google search-sourced visits (2-2.5 pages on average). Obviously, you’ll want check your analytics to see how your various traffic sources perform.

6:48: But, Fishkin notes, “Facebook's likes and shares are very indicative of the kinds of content that tend to perform well in search. So, if we can nail that, if we understand what kinds of content get spread socially on the Web and engage people on the social Web, we tend to also perform well in the kind of content we create for search engines.”

7:38: Fishkin begins his top 10 tips for Facebook optimization. 

8:56: A social referral/introduction may lead to subsequent Website exploration. Here's a brief discussion of setting up analytics to track future visits from social referrals, and see this post for more.

12:43: Fishkin discusses limitations on the reach of brand content, a relatively recent adjustment Facebook made to dim the effect of what had been overwhelming brand content. The objective is to enable personal content, typically valued by users more, to resurface.

14:27: Facebook is difficult to "game" nowadays but it is still possible to “game human psychology,” says Fishkin. “If you can find the angles that people care about, that they're vocal about, that they get engaged, excited, angry, passionate, of any emotional variety about those things, that's how you tend to trigger a lot of activity on Facebook,” he says. Don't produce that kind of content yet? You'll need to.

If Facebook is a frontier you aim to settle in 2015, I'm rooting for you. Of course, an asset manager can succeed on Facebook. Just do your preparation, make sure you understand the level of new effort required, including some level of advertising spending, and be sure to track your results/effectiveness.

Commenting On Asset Manager Websites—And Some Said It Would Never Happen

In the brief history of blogs on mutual fund and exchange-traded fund (ETF) Websites, the stickiest point of contention between Marketing and Compliance has been the ability to accept and respond to comments.

Marketing: “But if we don't allow comments, how is this different from any other page we publish with market or investment commentary?”

Compliance: “Well, you’re the ones who want to call it a blog.”

As it happens, this stalemate was short-lived. In the last few years, marketers have prevailed, successfully making the case for the benefits to the firm of using comments to listen, learn and demonstrate responsiveness. 

Quite a few firms have opened their sites and blogs to comments. Such permissions have been accompanied by yards of moderation rules and disclosure but that’s to be expected.

Even in the absence of comments, there are more and more signs of a firm’s desire, or tolerance, for a two-way dialogue. And, the hint of the presence of a community can be found on domains controlled by asset managers.

I believe that firms’ generally positive experiences fielding comments on platforms they don’t control (Facebook, Twitter and LinkedIn) have led to less anxiety about the risk of comments posted on sites they can control. Moderation capabilities—including simply choosing not to allow the posting of a submitted comment—can go a long way. It’s also true that the firms are not the troll target that many feared.

Here’s a quick status report on how asset managers are inviting feedback on the content they publish. I should note that this review is happening just as a few well trafficked Websites such as Bloomberg Business and Copyblogger recently dropped comments. They say conversations belong on social media.

Go Big

The BlackRock blog has started to embrace commenting in a big way. See the center bar on its home page which contains a question related to the most recent post. The Add Your Voice button links to a comment box at the bottom of the post. Clicking on the BlackRock tab prompts a flyout box showing rankings of all discussions and commenters.

Last September, we looked at BlackRock’s advisor community site, which was an ambitious undertaking. This is a natural extension for the firm to encourage blog visitors to “join the conversation” and, from the looks of it, relatively simple to execute using a Disqus integration with the WordPress blog.

Blogs that publish comments are some of the industry's best, including Pioneer’s FollowPioneer, Putnam’s Advisor Tech Tips, Russell Investments’ Helping Advisors, SEI’s Practically Speaking, Vanguard's blogs and Wells Fargo’s AdvantageVoice.

Social Sharing Icons

Simply put, if you'd like your content to be shared more on social platforms, your site or blog needs to offer social sharing icons. And, sharing can be a prelude to commentary that happens on those platforms. This is out of the moderation reach and, unless you have systems in place, out of the awareness of some firms.

I commented on the growing prevalence of the icons on mutual fund and ETF sites, including blogs, in a 2011 post. However, some firms continue to face Compliance resistance.

Comments may be turned off on American Century’s blog, but the social sharing counters and the popup of the Most Popular ranking support the user’s experience. The star ratings and total votes combine to provide an alternative form of navigation courtesy of previous visitors to the site—the reviews they've left behind identify what’s good on the site.       

Making Thought Leaders Accessible

The Voya blog offers an Ask a Question feature. There’s none of the authenticity that comes with published account names, there's no date accompanying the question, the investment strategist who answered the specific question isn't named and there’s no opportunity for follow-up, which blog comments enable. It's a controlled yielding of the floor and the content focus to address what an individual reader is interested in. Despite its limitations, it has the effect of making Voya thought leaders accessible.

Not Now Doesn’t Mean Never

When Vanguard started blogging in 2009, I noted that comments were not accepted. It didn’t take long before comments were enabled and some visitors to the investors blog went to town. At the extreme, 472 comments have been submitted to a 2010 post on When to Start Saving Your Retirement Savings and it continues to top the blog’s Most Discussed ranking.

Vanguard accepts comments on its advisors and institutional blogs, but commenting there is much less common. 

As shown below, Franklin Templeton's Beyond Bulls & Bears blog and a few other firms collect comments while acknowledging they won’t be posting just yet.

Twitter Widgets—Yes, But…

Several firms publish a Twitter widget on their blogs, which would seem to be a low-friction way of presenting commentary from other parties. However, this screenshot from the Principal blog is typical of all embedded tweets that I’ve seen published on asset manager domains. The feed is of the firm’s tweets only as opposed to all replies or mentions. This isn't surprising, there’s no telling what kinds of commentary would be published on an unfiltered feed.

But there's another consideration, too. A Twitter widget embedded on your own site can point visitors to content that you shared either on your site or off. By contrast, the interactions your account has with others would be less valuable and may be less effective in prompting people to follow the account. Even when configured to show just your account's tweets, though, the presence of a Twitter widget suggests the firm's participation in and even availability to the community.

Maybe There's A Difference Between Male And Female Advisors

Asset management marketing is getting increasingly sophisticated. To support that statement, I’d point to mutual fund and exchange-traded fund (ETF) firms’ heightened capture and reliance on business intelligence and analytics, integrated communications across multiple channels, the increasing mastery of non-text forms of communicating.

Segmentation, for example, is an area where firms are making strides. The more customized, even personalized a communication, the greater its relevance.

But I’m wondering where investment management marketers are on what may be the most fundamental segment of all: gender. Does your customer relationship management system (CRM) capture the gender of your contacts? Can you/do you run reports segregating male financial advisors from females to isolate differences in response and even AUM and sales?  

My experience, and my impression corroborated with a few additional pings to others in the industry, is that the overall availability of information about the gender of database contacts is spotty.

Gender is a custom field in both Salesforce and SalesPage CRMs. But while it’s relatively trivial to add, it must be identified as a requirement—and at many firms that hasn’t happened. Capturing gender data isn’t a priority for Sales, which tends to drive CRM implementations.

Granted, most of the contacts in an asset manager’s CRM are going to be male. But, according to data kasina reported in 2013, female advisors made up 17% of advisors across all intermediary channels. That's plenty of female names as well as uncommon names or names that could go either way (e.g., Pat Allen) that justify a mandatory gender field.

Learning From Social Media Analytics

The insights being gleaned from social media use are what prompt the question now. Underlying virtually every social platform is a database that’s core to its value. The networks, and third parties with access to the APIs, produce demographic analyses that can be quite helpful to understand who an account is reaching and whether content adjustments are necessary, as is often the case.

To give you an idea, here’s a Demographics Pro analysis of the @RockTheBoatMKTG Twitter account.

The content I selected to tweet over the last six years is what attracted this group to the account. Seeing this was both eye-opening and sobering. These people look like they mean business. No, I won’t be bothering them with my real-time insights about The Bachelor.

At the same time, analysis of aggregated usage data is resulting in reports and commentary drawing gender distinctions between what works on social networks. To wit: 

• “Pinterest’s Problem: Getting Men to Commit” was the headline of a Wall Street Journal article that offered “gender differences in information processing” as one reason for Pinterest’s unpopularity with men. Studies by Joan Meyers-Levy, a marketing professor at the University of Minnesota, “have shown that women are able to process information more comprehensively and do so at a lower threshold. Men are more selective and tend to focus on the essentials… 

In other words, Pinterest’s busy design may create an information overload for men. “If this was a magazine, they’d turn the page,” Ms. Meyers-Levy is quoted as saying. “It works for females because they like detail, they like more complexity.”

I read this article and then headed over to a busy, busy fund profile page. Hmmm. 

• Several conclusions are being made based on differences in how social media is being used. 

Women are more vocal, expressive and willing to share, reports BrandWatch in this post aggregating gender data from multiple social media survey sources. More women use Facebook and Twitter. They’re interested in making connections and staying in touch. More women than men (58% vs. 42%) consume news in social media. The data show that women are more active altogether, more active on mobile devices and more likely to follow and interact with brands.

Men, who outnumber women on LinkedIn, use social media to gather the information they need to build influence—they perform research, gather relevant contacts and ultimately increase their status. 

• Closer to home, Putnam’s December 2014 research on financial advisor use of social media was the first work (I believe) to report in-depth on advisor gender differences. The findings track other research, showing that women financial advisors do more but also benefit more when using social media for business. The screenshot at right is from Putnam’s infographic and shows that 71% of social media-using female advisor respondents gained clients versus 64% of male advisors. Their average asset gain of $5.6 million is more than three times the median of $1.7 million, slightly more than the average male gain of $5.5 million. 

Most interesting are the gender differences between the social media content that advisors react to. According to the Putnam data, female advisors are far more likely to respond to your blogs, podcasts and slideshows.

Pursuing More Hits Than Misses (Absolutely No Pun Intended)

An irony is that financial advisors themselves are increasingly focusing on gender differences between their male and female clients—with help from a few asset managers’ value-added programs.

Most mutual fund and ETF content teams today are somewhere in between producing just what’s required (the legacy of the good old days when the time and expense of print served as a natural limiter) and churning out as much as fast as they can. As the range broadens and volume rises to take advantage of burgeoning opportunities, the chances are that there will be more misses than hits.

A better command of the demographics of the names in your database could help steer some of this. Also: Tracking such data might help mitigate the risk and/or address challenges that arise when a disproportionate number of females are involved in the process of creating fund communications directed at salespeople and users that skew largely male.

Those of you with consistent, reliable data on the male/female composition of your database have an advantage. You’re able to study and understand any response differences that may exist. You can compare the demographic reach (including gender and other dimensions) of your owned communications with your social communications. You can test whatever content adjustments seem indicated. You could plan all-male or all-female communications, I suppose, but I’d tread carefully making any assumptions there.

Sales may have limited interest in documenting a contact’s gender in the CRM because they pride themselves on knowing the top 250 producers they’re focusing on—they don't have to check to see who's a woman and who's a man! If Marketing’s charge is to better understand and nurture the interest of everybody else, isn’t gender an obvious piece of data to begin to collect and understand?

Who’s Retweeting Asset Manager Tweets?

“Whatever you do, don’t tweet anything.”

That was how every conversation with a loved one ended for me last week. I was cooped up, battling the flu/cold/creeping crud that others have been succumbing to (well, just short of dying).

The Tamiflu lady is a reasonable facsimile of what was going on in my house. I had a fever, which for me has the strange effect of making everything I come in contact with seem profound and good. It used to be that when I had to stay home sick, I’d watch a movie and proclaim it the finest film ever made. Last week, bouncing between my smartphone and iPad, I couldn’t stop bookmarking content. Everything was coming together as if by design…I was seeing patterns I hadn’t seen before…my handlers were right to counsel me not to post.

Except: That DST acquisition of kasina really happened, didn’t it? That combination is intriguing and could be truly powerful for the asset management industry. Congratulations all around.

What follows is the post I thought I’d publish last week but held off until a cooler head prevailed.

What do we really know about the retweeting of mutual fund and exchange-traded fund (ETF) content?   

According to Cerulli Associates’ data quoted here, as much as three-quarters of U.S. asset managers have seized on Twitter as a means of extending the reach of their thought leadership and market insights.

An expectation unique to social platform participation is that others, fellow users, will see value in your content and share it with their own networks. This sharing expectation is at the center of discussions about the length of the tweet, the voice used, and word, hashtag, image and soon video selection.

We set the table and we wait. We wait for the retweet, that affirmation that what’s been posted has been noticed and deemed "shareworthy." A retweet, even for the handful of asset managers swimming in retweets, never gets old.

If you’re paying attention, you know who your own firm’s Twitter account loyalists are.

But here’s what I’ve been wondering: What would we learn if we looked at all retweeting of all investment management tweets over time? Would analysis reveal a community of investment tweet fanboys and fangirls? Would it—deep breath here—surface a list of the financial advisors who make up the most enthusiastic group of retweeters?

Short answer: No, not according to my modest research project.

First, Some Qualifications

First, we need to scale back what could be done. A look at all retweeting of asset manager tweets over all time isn’t possible, given Twitter’s limits on its API.

However, I was able to use the enterprise edition of retweetrank.com to download “recent” (see below for an explanation) retweeting of 10 of the most followed asset manager accounts (BlackRock, Franklin Templeton, Invesco US, iShares, JP Morgan Funds, OppenheimerFunds, PIMCO, Vanguard_Group, Vanguard_FA and WisdomTree ETFs.) This is the majority of all retweeting, I'm confident.

My analysis included whatever retweeting data that retweetrank could provide—more than 7,200 tweets in all, but over varying time periods. For example, the data for PIMCO went back to February of 2014 but to just December 2014 for JP Morgan Funds. The available data covers the third and fourth quarters of 2014 for most of the firms.

I combined all the data and then looked for accounts that retweeted the tweets from at least two firms. Most accounts tweeted three or more firms.

The result is this list of the top 20 asset management retweeters as of the start of 2015.

This is a public Google spreadsheet.

Reality Sets In Re: Retweeting

Notwithstanding all the qualifications to this compilation, here are some of my takeaways. If you have more, please comment below. 

• Retweeting today is a long tail proposition. While Twitter accounts belonging to individuals may indeed get their retweeting support from a cluster of supporters, it’s more a case of onesies and twosies for asset manager brand accounts. Which makes the high retweeting counts of a few firms (BlackRock and Invesco US) that much more impressive.
• Financial advisors are not the predominant retweeters of asset manager tweets. There are exactly two advisor accounts on this list, one belongs to a Morgan Stanley advisor and the other to an investment advisor representative. 

To pursue this some, I then also aggregated and analyzed the retweeting being done of Twitter accounts belonging to financial advisor media: Advisor Perspectives, ThinkAdvisor, Investment News, Morningstar Advisor and RIABiz. But no, advisors aren’t leading the retweeting across those accounts either.

Hmm. We know that advisors think of Twitter as a means of “cascading” thought leadership, which on the face of it implies retweeting. This was documented as recently as in the Putnam Social Media survey released in December.

However, Twitter is not advisors' most prominent social network. Not every advisor who uses Twitter is permitted by his or her firm to retweet. And, one in five advisors say they use Twitter passively.  

It was just the middle of last year when the announcement came that Morgan Stanley would begin to allow 1,300 of its 16,000 advisors to begin to write their own tweets. Time will tell whether additional permissions and retweeting interest by more participating advisors across the board will play a greater role in the circulation of more investment management content. 

• The retweeting is not coming from massively followed accounts (and definitely not the financial media Twitter accounts that asset managers seem to themselves like to retweet). Retweeting by lightly followed accounts limits the explicit value of the additional reach provided by the retweet. Remember, though, that every retweet helps in some way, even if only to prop up overall numbers.
• The list of top retweeters includes more bot accounts—accounts with sketchy profile information or lacking URLs that go to bona fide companies—than I would have hoped. It’s anybody’s guess who’s behind these accounts but let’s not jump to the conclusion that this is a bad thing. Using a dummy account for monitoring Twitter is common, accepted practice. It makes sense that bots (which you can set and forget) are prevalent. Obviously, though, “engaging” a bot is out of the question.
• #1 on the list is a Twitter account that retweeted 45 investment management tweets. It belongs to Dean T. Carson II, C.P.A., not a bot. However, it must be automated, given its average 133 daily tweets.
• The list includes an employee of J.P. Morgan Office of Inspector General in Russia, who tweeted other firms’ content as well as J.P. Morgan Funds'. We may see more of this as firms begin to authorize their employees to use Twitter, to amplify their own content but others' relevant content, too.
• Based on the number of non-U.S. retweeting accounts, Twitter is indeed extending the geographic reach of asset manager content. 

After all other considerations are exhausted, any discussion about “who’s retweeting our content and how can we get more of it?” eventually works its way ‘round to the quality of the content being posted. While you can’t control most of what drives retweeting, there’s always room to improve the appeal of what you post—here’s to your work on that in 2015!  

Your thoughts?

14 Investment Company Content Highlights Of 2014

Pay no attention to the graph below that suggests my excitement on Twitter plummeted from its high at the start of 2014.

I begin the Rock The Boat Marketing annual round-up of favorite content super-optimistic (is that better?) about the quality and range of content that I stumbled upon this year. So much so that I can finally limit this list to content highlights produced by and about the asset management industry alone.

That’s a change from previous years’ lists (2013, 2012, 2011, 2010), which included a handful of investment industry examples along with mainstream content gems. This year someone else can cover the Adele Dazeem Name Generator aka Travoltifier.

Unchanged is the need to acknowledge straight away that there’s no identifiable criteria being applied here. My favorite content, numbered below and yet in no particular order, made an impression that continues as much as 12 months after I first saw it. Whether it broke new ground, introduced new ideas, deepened my understanding or changed my mind, I found myself returning to this content, emailing links to it and finding a way to work it into presentations. 

1. Thank You For That Nice Introduction

Not so long ago, tampering with an investment company logo might well have been a fast way to meet the brand’s legal representation. The brand would never have publicly acknowledged yet alone embraced whatever travesty might have occurred.

That was then.

When, in February 2014, Jimmy Kimmel Live created a Kidelity Investments, Fidelity jumped on board. On Facebook and on Twitter, it shared the video and then deftly sought to use the mention to its advantage. Well played, Fidelity.

First the video and then the tweet.

. @JimmyKimmel This made us LOL http://t.co/hD52eKovYc but we don’t need to change our name to help new investors: http://t.co/SOdbIPMtBk

— Fidelity Investments (@Fidelity) February 5, 2014

2. Finally An Answer: About 3%

The rise of the “robo advisor” dominated financial advisor news this year, sharpening the advisory community’s focus on the value it provides.

Vanguard stepped up to help quantify the value in what has to be among the most valuable insight advisors were offered by asset managers in 2014.

Putting a value on your value: Quantifying Vanguard Advisor's Alpha was published in March (the table below is an excerpt from it).

3. And Where Did The Money Go?

This infographic is genius and yet why didn't anyone think of this before? We've all seen, produced and updated the classic Asset Classes Returns matrix chart (at right is J.P. Morgan's).

In February, Kurtosys presented 10 years of fund flows into various asset classes. Shown below is just an excerpt.

4. The Keynote Speaker Becomes A Meme

Just before the mainstream adoption of social media, the event experience was getting a tad predictable, wasn’t it? Presentations prepared weeks ahead were delivered by expertly polished speakers, most of whom seemed oblivious to the audience. They were on, they were off and then they were on their way to the next gig.

Social media gives conference attendees a voice, thereby introducing an accountability edge to the experience. Plus, event content-sharing includes the stay-at-homes who can easily follow along.

The Morningstar conference machine was humming along that day in June when PIMCO’s bond king Bill Gross took the stage wearing sunglasses and delivered some far-reaching (from The Manchurian Candidate to Kim Kardashian) remarks.

Before social media, reporters would have reported on Gross’ comments, of course. But I believe the sustained social attention—including the industry’s very own meme created by Michael Kitces—ramped everything up.

It seemed to set in motion the events that culminated in Gross leaving PIMCO for Janus, a September episode that was riveting to watch and, for some of your firms, benefit from.

5. Take Your Time, Stay A While

This was the year that asset managers joined other brands in wading into what’s called native advertising—content sponsored by an advertiser that looks as if it could be editorial.

One of the best examples has to be Goldman Sachs Interactive Guide to Capital Markets. The guide debuted on the New York Times site in February and now also lives on Goldman’s.

The top metric on this, according to what Amanda Rubin, global head of brand and content strategy at Goldman Sachs, told Contently, is time spent.

6. Act Like You're Human

Easier said than done, especially if you’re a quanty portfolio manager, or at least that’s been my observation. That’s why this Van Eck portfolio manager selfie from October tickled me.  

PMs Fran Rodilosso(far L) and Eric Fine(second from L) wind down an eventful EM bonds roadshow in SF. Thanks to all! pic.twitter.com/wNvNuVCCKW

— Van Eck Global (@VanEckGlobal) October 27, 2014

Ellen De Generes and her Academy Award cronies are actors. Mugging for cameras is what they do, we shouldn’t be surprised. But when money managers think to use (or even if they were cajoled) a relatively new platform to be social and show a little personality, that’s cool.

Nobody retweeted this, though, it’s often pointed out to me. While that’s true and I wish someone had if only to encourage Van Eck, it’s not always about the retweet. Imagine seeing this tweet in your stream—four guys squeezing into the frame while taking care not to obscure the bridge behind them. This is cute. My bet is that it prompted a smile from those who did see its one and only appearance, making the kind of incremental positive impression that can be achieved on Twitter.

Sometimes you just deliver a message, you don't always get a receipt.

7. How Soon Before We’re Really All Working For Google?

In his searing contribution to the otherwise jolly What To Give The Mutual Fund, ETF Marketer—9 Elf-perts Weigh In post (vive la difference), RIABiz’s Brooke Southall made the point, “Asset management has enjoyed one of the great business models of the past 30 years—with high profit margins and terrific scalability…[But] the need to market like your lives depend on it has come to the fore.”

While Brooke’s focus was on the uninformed purchase of online advertising, it applies, too, to what may be the most intriguing story of the year: the Financial Times’ September report that Google two years ago hired a financial services research firm to assess how to enter asset management. 

In your work optimizing your sites for search rankings, including via mobile devices, digital marketers may already feel as if they're working for Google.Here's a short list of possible advantages that Google could enjoy as an asset manager:

• For investing, data on search volume for specific words or phrases to time the market 
• For investing, use of its satellite imagery to predict company earnings
• To distribute other firms’ funds
• For relevant, even personalized marketing based on what it knows about individuals' search patterns

Watch this space. 

8. Yes, Do Dignify With A Response

When something critical is written about an asset manager, the standard response is to turn the other cheek, to not engage. But there may be times to do the opposite, given the long life of discoverable Web pages.

This year saw a few firms standing up for themselves in public ways.

To wit: 

• In September, AdvisorShares distributed a press release about a five-star rating on one of its ETFs. In response, ETF.com writer Dave Nadig cautioned readers not to be "starstruck" about that fund. And, AdvisorShares CEO Noah Hamman took to his AlphaBaskets blog to respond to Nadig point by point. Wow.
• No mutual fund company takes on Morningstar just because. But Royce Funds’ apparent frustration (“while both our investment philosophy and process, which date back to 1972, have remained steady over the years, most of our funds have experienced frequent movement in and out of Morningstar's equity style categories”) prompted the firm to research how common it is for funds to move between categories. 

The whitepaper and accompanying blog post How Morningstar Category Flux Impacts Peer Group Analysis concludes, “Our research suggests that a fund's category is changed far more often than seems commonly acknowledged, and this should be a consideration when screening, evaluating, and/or monitoring portfolio performance.”

A subsequent video (not embeddable—click on the image to go view it) presented an interview with Director of Risk Management Gunjan Banati sits down with Co-Chief Investment Officer Francis Gannon.

9. After The TV Commercials, Content Comes Next

We don’t ordinarily think of advertising as content, but the John Hancock Life Comes Next series of intriguing television commercials are cross-channel. They serve as teases that lead to the microsite where three endings are offered for each, backed by related content.

Veteran advertisers like John Hancock know how to create commercials that are evocative, and these are terrific. If the overall program is succeeding in engaging viewers in the follow-up content and #lifecomesnext Twitter conversation, they’ve crossed a frontier not many have.

10. Dare To Be Different

Who says you can’t mention product in your blog posts? Lots of people have, over time. The idea is to engage with content that's a level above product.

But this isn’t a hard and fast rule for a business whose business is to manufacture products. Technology companies, for example, blog about their product innovations and updates.

There’s nothing poetic about this January Direxion Investments post but it’s straightforward in connecting forecasted trends with ways to use ETFs to play them. Why not try sales ideas as blog posts and see what happens?  

11. It Takes A Community

I liked Jay Palter’s Top 250 Financial Services Online Influencers That You Need To Know post for a few reasons:

• Most obvious: The list itself, published in March, is a good place to start if you’re wondering who to follow on Twitter. Finserv isn’t as showy and prolific as others, and you could burn up a lot of time before finding these accounts on your own.
• The very ability to create a list of 250 names of individuals focused on the regulated financial services industry (broader than just asset management) flies in the face of those who believe not much is happening with financial services and social media. There is a community, in fact.

Lots of smart people have seized on social media for its potential to improve information exchange and overall communication, and the focused content sharing by these Twitter accounts helps foster that.

• Jay gives a good tutorial on how you might use Little Bird to create your own list of influencers for use in market intelligence. The exercise can help you see the value of optimizing your firm's social accounts with relevant keywords and hashtags that will help others find you.

12. The Benefit Of Looking At Your Own Data: The Sequel

One of 2013’s content highlights was TD Ameritrade’s creation of the Investor Movement Index, based on a sample of the firm’s 6 million accounts. It “raised the bar for other investment companies whose proprietary data contains insights when aggregated,” I wrote.

It’s back in the list this year because of a Tumblr post by Nicole Sherrod, Managing Director of Trading at TD Ameritrade, published on Yahoo! Finance. Sherrod used the actual data to challenge sentiment survey results. You have to love this subhead: "Is Investor Sentiment Like the Truthiness of a Tinder Profile?"

What people tell the American Association of Individual Investors (AAII) Investor Sentiment Survey that they’re doing is one thing, Sherrod writes, and is volatile. 

But, she says, “What they actually are doing is reacting fairly consistently…Now you can see why we built this index. The IMX gives a view of reality with empirical data that shows what retail investors have actually been doing.” 

13. A Definitive Study On Social Media And Financial Advisors

At this point, financial advisors’ use of social media has been a preoccupation for several years. Early on, it was enough to know that some percentage of advisors considered social media appropriate for business.

But as interest heightens among asset managers, broker-dealers and vendors, questions about advisor participation have necessarily gotten more granular. We are well past high level issues. Given the investment that’s being made in content development, training (firm/advisor) and increasingly advertising, we need to know who’s doing what where and why.

Last week Putnam shared the first of the results of an extensive survey that reports on some issues not previously researched and digs into questions just superficially covered previously. These details could provide the insight needed to optimize your strategy.

LinkedIn, for example, gets all the ink and its dominance among advisors is unquestionable. But note this finding from the full report that the highest percentage of advisors considers Twitter the best network for “cascading thought leadership.”

There is a lot here worth your attention, given the survey’s finding that more than half (56%) of advisors now say that social media plays a “somewhat significant to very significant” role versus 35% just one year ago.

(By the way, after I tweeted some of the findings last week, a few people asked whether Putnam is a client. No, it isn’t and never has been. I was excited to see the new data—and yet no exclamation points were used.)

14. Bond Lessons As Performance Art

When you’ve got it, flaunt it.

This iShares video plays to the performance chops of fixed income strategist Matt Tucker and troupe. BONDing is a 2014 asset manager video series (just two to date) that investors will both learn something from and enjoy. My favorite moment in the video below comes at 1:40. Watch for the hand, that's just people having fun. Mutual fund and ETF videos could use more of that.

Bonus: More?

Inspired after reviewing the 2014 content that has stood the test of time? Download Synthesis Technology's Win The Investment Marketing Game, a 20-page e-book that I was pleased to participate in.

This will be the final post of 2014. My sincere thanks to all who contributed to and followed the blog this year. I wish the happiest of holidays to you and yours. Meet you back here the first week of January 2015.