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Category Archives: Strategy
What One Advisor Wants From Asset Managers
What do financial advisors want? Marketing staffs (and others) spend their days developing products and creating communications they hope will resonate with the advisor community. Despite all best efforts, some fall short.
In the 11 months since the launch of AdvisorTweets, we’ve learned a lot by “listening” to financial advisors’ tweets. In this post, we’re publishing excerpts from an interview we had with John Benedict, a 12-year financial advisor who recently broke from the FINRA-regulated broker-dealer world to establish his own registered investment advisor (RIA) J2Capital Management of Troy, MI. On Twitter, Benedict is @GeckoJB.
For A Mix Of Marketing Topics: The MENG Blend
We keep the focus pretty narrow here on the Rock The Boat Marketing blog. If you’re interested in digital marketing (including social media) at mutual fund and exchange-traded (ETF) firms, you’ve come to the right place. We assume that you’re going elsewhere online to follow broader marketing topics.
Here’s a new site to add to your list of general marketing resources: the MENG Blend, a co-operative blog organized by the Marketing Executives Networking Group. MENG is a nearly 2,000 member, not-for-profit organization of senior-level marketing professionals that I’ve mentioned before.
Join Putnam, TIAA-CREF & Rock The Boat Marketing For Social Media Session In Boston Nov. 2
Putnam Investments and TIAA-CREF, two of the asset management industry’s leaders in social media adoption, will be showcased at a social media session I’ll be moderating on Tuesday, Nov. 2 at Fund Forum USA 2010 in Boston.
The conference bills itself as the “only event to bring together the U.S. & the global asset management community.” Fund Forum USA 2010 runs from Nov. 2-3, preceded by a Global Distribution Summit whose theme is “restructuring the [investment product] distribution/manufacturer relationship.” It sounds fascinating.
Our social media session is scheduled from 5 to 6 on Nov. 2, immediately before the “Drinks Reception.” Also interesting.
The Old Spice Guy Was Ready And Waiting
I am doing my darnedest to do what expert bloggers do and that is to write ahead, to have some blog posts in the queue and ready to publish. But every time I try to do that, something more interesting comes along and I can’t not comment on it—which is at least consistent with the point of this blog post.
The post that I intended to publish today started with a gentle reminiscence about fly fishing on the Snake River. That was how I was planning to introduce the skill of reading one’s immediate environment and reacting appropriately. Pure gold, you’ll just have to trust me on this.
Meet 3 Wired Advisors Who Are Mastering Social Media
How many opportunities do mutual fund and exchange-traded fund (ETF) marketers have to meet financial advisors? Years ago, marketers and advisors mixed at top producer events or due diligence meetings, both today largely gone by the wayside. Traveling with the wholesaler, to the extent that it continues, may be the closest you get to a few advisors.
Online, of course, there have never been more opportunities to see advisors in action. That’s the value proposition of our sister site AdvisorTweets.com, where we’re aggregating financial advisors’ tweets 24/7. But nothing beats listening to advisors talk in complete, connected sentences minus hashtags and shortened URLs.
And Now For A Splash Of Cold Water About Venturing Onto Other Domains
We consistently urge you to consider sharing your content and even limited functionality on other domains, primarily but not exclusively social networking sites. We’ve seen the effectiveness of content syndication and we stand by the recommendation.
But now seems like a good time to call your attention to the range of possibilities when venturing onto other domains. If you print and mail marketing pieces, if you advertise, if you send emails—heck, if you count on wholesalers to support a marketing campaign, you’re already familiar with the surprises/disappointments that can happen when you rely on others to deliver your message.
Must-Read eBook For Investment Marketers
The in-box this morning delivered a link to an ebook that you must read if you’re marketing investment products. Tradestreaming and the Future of Investing is a 23-page compilation of multiple commentators’ view on “what’s happening online for investors and how investors stand to benefit.”
The ebook was put together by Zack Miller, who we know as the author of the newrulesofinvesting.com blog but who also is the managing director of a boutique investment firm. His official biography says he “embodies the nexus between asset management, equity research, and new Internet distribution technologies.”
We “met” Zack on Twitter and are honored to have our few paragraphs include among commentaries from individuals representing businesses that are changing the work you do and its effectiveness.
How Prudential Is Laying The Social Media Groundwork
Debbi Corej, a vice president of Compliance at Prudential and one of the members of the FINRA Social Networking Task Force, was a guest speaker at a Socialware Webinar Tuesday moderated by Chad Bockius, Socialware CEO. It was an interesting hour.
Social media is everything that doesn’t come naturally to the investment industry—that is, it’s conversational, transparent, improvisational, experimental.
In order to force the square peg into the round hole, there’s a lot of work that needs to be done behind the scenes, as Corej comments show. What follows are excerpts from our notes but not a summary of all that was said. We encourage you to listen to a replay of the entire presentation.
Is ‘Openness’ Inevitable For Asset Managers, Too?
For the last two weeks I’ve been toting around a copy of Charlene Li’s Open Leadership: How Social Technology Can Transform The Way You Lead. This is a book I received an advance review copy of but would have happily paid for because I admire Li.
She’s the co-aGroundswell: Winning in a World Transformed by Social Technologies. Her firm Altimeter Group provides high-value thought leadership on digital strategies, including some research we refer to in our Rock The Boat Marketing workshops.
Google’s Top 1,000 List Includes 5 Investing Sites—And Why You Might Care
I trust that you will let me know if this blog starts sounding like a broken record. But some data became available this week that might give you added inspiration to plan for syndicating your content and exploring off your own asset manager domain.
I was checking my RSS feeds this morning when I came across the announcement that Google will now publish a list of the top 1,000 global sites on the Web by unique users as measured by Google’s AdPlanner. Huge, which is what I tweeted. Whether you’re buying online media or not, this is just interesting.