As financial services firms step-up their use of social media, we’ve been looking for some early success stories. Here are three great ones:
The Rock Group (a Morgan Stanley company) generated 28% of their revenues from social media in 2011, including one $70m account. Financial advisor Mitchell Rock explained that the key to success is to understand your target market and focus on a niche.
LPL Financial win a $3M account from a prospect who followed the firm’s Facebook Page for 8 months. Financial Advisor David Armstrong was prospecting a business owner but the person was not ready to make a decision. That person, however, decided to follow the firm on Facebook.
“It was an easy way for him to see what we are thinking without us bothering him,” he said. As a result, the prospect later told him, “I love what you have been writing for the last eight months. I am ready to move my accounts to you.’
Source: Financial Planning
Morgan Stanley financial advisor wins $2.6m account from Linkedin.
Morgan Stanley Smith Barney adviser Mark Scribner one day noticed that a business acquaintance he hadn’t spoken to in 15 years had viewed his LinkedIn profile. Scribner called the acquaintance, mentioned LinkedIn, and within days was handling a large life insurance policy for the man’s boss.
Source: Wall Street Journal
2012 has turned out to be a breakthrough year in financial services as investment banks finally start to work through the regulatory hurdles and wake up to the opportunity that social media offers.
Here are 5 examples of how investment banks are using social media.
Deutsche Bank has official news services on Twitter and Facebook, plus active accounts on YouTube and Flickr, but in the main posts are sterile PR pronouncements and news releases. What’s much more interesting is the Twitter account of Ted Tobiason. According to Bloomberg Ted is the only investment banker authorized by the German firm to have a business-related Twitter account. Ted describes himself as Managing Director in Technology Equity Capital Markets and tweets analysis and opinion around tech IPOs. Especially interesting is that there are no disclaimers to been.
JP Morgan are using Facebook to promote their annual Corporate Challenge event. A great example of how social media can be used for corporate social responsibility initiatives.
Citigroup’s Facebook page stands out amongst competitors. They have chosen to focus on their history with a great cover image showing key moments and a Facebook app letting the user navigate the timeline and learn about the bank.
Barclays are using Facebook as graduate recruitment tool. What’s particularly nice about their page is that it is run by recent graduates. The page encourages undergrads to Like the page to chat to existing graduates working for Barclays about their experiences there.
Morgan Stanley Smith Barney famously unleashed 17,000 financial advisors onto Twitter earlier this year to mixed response. Why the mixed response? The advisors must select their tweets from a library of canned messages. No interaction allowed!
Are you on social media yet?
Have you made the move to social media yet? Sure there’s a bunch of stuff to work out around legal and compliance, but it needn’t be as complex as you think. If you want a few pointers in the right direction, have a chat with us.
Do you have any other good examples of Investment Banks using social media?