How Investment Marketers Can Get Started on Twitter

How Investment Marketers Can Get Started on TwitterFebruary 2015Ross Hunter I Managing Director Find out more at copylab.co.uk

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Twitter is…@CopylabUK

@CopylabUK

But… @CopylabUK

Why?

‡ Brandfrog, † Cogent Research

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Why?

† Cogent Research, ∆ Iress, ∆ Forbes

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Why?

From Q3 2013 to Q3 2014, consumer engagement

with brand tweets rose by 83% (Simply Measured)

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@CopylabUK

To Get Started?

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HOW

Find Your Voice…

• Sober v irreverent

• Strictly business v socially aware

• One-way v conversational

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PIMCO v American Century – what’s your preference? @CopylabUK

InformMake your audience smarter or entertained with:

Videos

InfographicsGraphs

Viewpoints

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Mind your…

They can be a regulatory headache and a social-media turnoff

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Engage

Timely, relevant engagement builds trust

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Adjust

Use analytics and monitoring tools to observe, take stock and refine your content accordingly

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Once again, mind your… @CopylabUK

The FCA Says…

• Any promotional material must be “fair, clear and not misleading”

• All risks must be stated up front

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The FCA Says…

Ads can be marked with #ad hashtagYou can save space by putting

disclaimers in hashtags

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But rather than ‘Promoting’, why not Engage?

• Share great content • Establish your company’s experts as

thought leaders• Ask (and answer) questions – but not

about specific funds or stocks!• Build transparent ‘relationships’ with

clients and prospects

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What to remember when preparing to Tweet…

OVERSIGHT:•Formal guidelines•Clear but light touch•Spot check Tweets rather than having individual sign-off

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What to remember when preparing to Tweet…

ARCHIVING:•Ensure it’s thorough and effective•Use existing tools, eg, Hootsuite, Arkovi, Erado

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What to remember when preparing to Tweet…

MONITORING:•Monitor what’s being said (good and bad) about your company•Take complaints offline•Respond directly to queries

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What to remember when preparing to Tweet…

OWNERSHIP:•Establish clear guidelines for who “owns” social media accounts/followers under fund managers’ individual names

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What to remember when preparing to Tweet…

TRAINING:•Ensure relevant staff know guidelines and understand why they’re important•Regular updates•Discussion of key issues

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To discuss your social media needs…

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Your key contactsRoss Hunter – Managing Director

Edinburgh, Scotland

[email protected]

Stuart Grant – Commercial Director

London, England

[email protected]

@CopylabUK