Making_the_Most_of_Technology_to_Delight_Clients_in_a_Multi-Screen_World_-Cynthia_Stephens

Making the Most of Technology

to Delight Clients in a Multi-

Screen World

Presenter:

Cynthia Stephens

Vice President of Marketing

ByAllAccounts

[email protected]

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

What is a multi-screen

world? What does it

mean for your practice?

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:

Using QR Codes to

Transform Traditionally

Flat Print Materials

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

Google

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

Make it easy to share contact information

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

[email protected]

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