Making_the_Most_of_Technology_to_Delight_Clients_in_a_Multi-Screen_World_-Cynthia_Stephens
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Making the Most of Technology
to Delight Clients in a Multi-
Screen World
Presenter:
Cynthia Stephens
Vice President of Marketing
ByAllAccounts
cstephens@byallaccounts.com
781-376-0801 x 130
Debunking old misconceptions
55 percent of extremely high net worth investors correspond
with their financial advisors via smartphone
47 percent of extremely high net worth investors now use
social media
27 percent of people 50–64 years of age own a tablet computer
34 percent of people 50–64 years of age own a smartphone
Sources:
Spectrem Group study, http://www.spectrem.com/
Pew Internet & American Life Project, Two-thirds of young adults and those with higher income are smartphone
owners, Lee Rainie http://www.pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012/Findings.aspx
Pew Internet & American Life Project, 25% of American Adults Own Tablet Computers, Lee Rainie
http://www.pewinternet.org/Reports/2012/Tablet-Ownership-August-2012.aspx
Agenda
What is a multi-screen world? What does it mean for your
practice?
Smartphones: Using QR Codes to transform flat marketing materials
Tablets: Understanding how advisors are using them
Laptops: How to make more effective use of laptops/PCs
HNW individuals want more communication
Please indicate which of the following would influence your decision to leave your current financial advisor
Source: ByAllAccounts survey, Q2 2010, response percentages from HNW consumers,
$1M+ in investable assets http://www.byallaccounts.com/resources/content_library.html
Communication requires multiple channels
Source: Google study, August 2012, “The New Multi-screen World: Understanding Cross-
Platform Consumer Behavior” http://services.google.com/fh/files/misc/multicreenworld_final.pdf
Financial advisors use these gadgets too
Please indicate which of the following gadgets you own (or have been given
to use by your employer?) (Multiple responses allowed)
0.7%
2.0%
4.7%
9.1%
16.6%
18.6%
41.6%
42.6%
45.9%
85.5%
86.8%
Other (please specify)
None of the above
Personal Organizer (i.e. Palm Pilot)
Portable gaming console (i.e.…
Mobile phone (typically these do…
Portable eBook reader (i.e. Kindle)
Tablet (i.e. iPad)
GPS
MP3 player (i.e. iPod)
Smart phone
Laptop
Source: ByAllAccounts survey, 2011, response percentages from financial advisors
http://discover.byallaccounts.com/TechGadgetSurvey.html
Smartphones as a starting place for online
Source: Google study, August 2012, “The New Multi-screen World: Understanding Cross-
Platform Consumer Behavior” http://services.google.com/fh/files/misc/multicreenworld_final.pdf
How do QR codes work?
For you:
1. Choose a webpage link (URL)
2. Assign a QR Code for your project
3. Download the QR code in the
format you need
4. Track scans
For clients and prospects:
1. Download a free QR code reader
for their smartphone
2. Scan the QR Code with their phone
Tips for using QR codes
Use with compliant content • Your business card
• Printed newsletter
• Marketing material
• Prospecting letter
Link to an approved website
• Example: http://www.fa-mag.com/pw-
mag/current-issue.html
• Resources: http://qrcode.kaywa.com/
Understanding how
advisors can effectively
use tablets
45.7% of advisors surveyed by ByAllAccounts
said it has increased their business productivity
Why is the iPad useful for financial advisors?
How does the iPad and its applications support your business
5.4%
48.9%
50.0%
52.2%
59.8%
67.4%
83.7%
Other (please specify)
Helps me be more responsive/availableto clients
Enhances my client meetings
Helps me move toward a "paperless"office
Allows me to access educational materialrelating to my business (i.e.…
Increases my productivity
Helps me stay connected whiletraveling/out of office
Source: ByAllAccounts Q2 2011 gadget survey, response percentages from financial advisors
http://www.byallaccounts.com/resources/content_library.html
Advisor also use tablets for entertainment
What types of applications did you buy in the
last 30 days? (Multiple response allowed)
0.9%
4.4%
5.3%
6.2%
8.8%
12.4%
14.2%
22.1%
25.7%
Social Media (i.e. personal profiles)
Personal finance (i.e. mobile banking)
Music/Entertainment
Lifestyle (i.e. business finder, travel,…
Other (please specify)
Education/books
Utilities (i.e. calculator, flashlight,…
Business (i.e. CRM, access to laptop…
Games/Sports
Source: ByAllAccounts Q2 2011 gadget survey, response percentages from financial advisors
http://www.byallaccounts.com/resources/content_library.html
How do consumers use tablets?
Source: Google study, August 2012, “The New Multi-screen World: Understanding Cross-
Platform Consumer Behavior” http://services.google.com/fh/files/misc/multicreenworld_final.pdf
Tips for using tablets with potential clients/clients
Entertain and educate with content
Option 1 – Create an online video
• Example on retirement tips:
www.goodfinancialsense.com
www.byallaccounts.com (in our knowledge center)
• Resources: www.wistia.com or www.ooyala.com,
www.knovio.com
Option 2 – Blog
• Example: www.lgadvisors.com/lotus/blog
• Resource: www.wiredadvisor.com
Making more effective
use of laptops/PCs
67.4% of investors surveyed by ByAllAccounts
said they want their advisor to let them see all
their assets 24/7 using a web-based interface
Top 5 marketing activities utilized by advisors
Which of the following marketing activities do you currently utilize? (please
check all that apply) (Multiple responses allowed)
30.1%
47.4%
51.4%
56.1%
62.4%
Direct mail
Newsletters
Emails
Events/Seminars
Web sites
Marketing Activities
Source: ByAllAccounts Q3 2011 survey, response percentages from financial advisors
http://www.byallaccounts.com/resources/content_library.html
Websites not being utilized for client acquisition
How would you rate the effectiveness of your website for attracting new
clients?
1.2%
10.0%
15.3%
30.0%
12.4%
20.0%
11.2%
Extremely effective
Effective
Somewhat effective
Neutral
Somewhat ineffective
Not effective at all
We do not have a web site
73.6%
Source: ByAllAccounts Q3 2011 survey, response percentages from financial advisors
http://www.byallaccounts.com/resources/content_library.html
Your
Client
Use your website to amplify Word-of-Mouth
• You don’t control the message - you can influence it
• This type of WOM is not limited to the spoken word
Your
Client
Prospect
Newsletter
Signup
Search
Prospect
Visit
your
website
A
former
client
Your
client
Influence and amplify word-of-mouth
Build your firm’s online presence
1. Create a clear, concise, consistent story (i.e., message)
2. Shift your website from “brochure-ware” to an
education-focused hub
3. Encourage sharing of your stories, successes, etc
• Use sharing functionality
Inspiration
“It is no longer enough to satisfy your
customers. You must delight them.”
“The most important thing is to
forecast where your customers are
moving and be in front of them”
Philip Kotler
http://www.slideshare.net/bright9977/22-kotlers-quotes-on-marketing
Top 5 “To-do” list when you get back home
1) Investigate one of the resources listed
2) Test the use of a QR code on compliant content
3) Create an online video
4) Blog to build your online influence
5) Turn your website from “Brochure-ware” into an
educational site
Cynthia Stephens
Vice President of Marketing
ByAllAccounts
cstephens@byallaccounts.com
781-376-0801 x130
Resources
ByAllAccounts Knowledge Center http://www.byallaccounts.com
Spectrem group research http://www.spectrem.com/
http://www.millionairecorner.com/
Pew Internet & American Life Project http://www.pewinternet.org/
QR Codes http://qrcode.kaywa.com/
Video hosting www.wistia.com or www.ooyala.com
or www.knovio.com
Building online influence www.wiredadvisor.com
Google study http://services.google.com/fh/files/misc/multicreenworld_final.pdf