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Please provide case studies of financial service companies that are effectively using Twitter.
Hello! Thanks for your request for case studies of financial service companies that effectively use Twitter. The short version is that there are many financial companies that use Twitter successfully to build their brand awareness and help clients. I compiled a list of 10 case studies of asset management or investments firms on Twitter. Below you will find a deep dive of my findings.
METHODOLOGY
I started by looking at successful examples of financial services companies on Twitter and best practices in social media communication in this industry. Then I went one step further and I found case studies of investment firms or asset management firms active on Twitter.
OVERVIEW
49% of European Asset Managers and 57% of US Asset Managers used Twitter in 2016. Main topics on the platform cover: Investor Education (71%), Product/Market Information (64%) and Corporate information (64%).
Twitter can be especially helpful for asset management companies in the areas of: putting a human face on information, building trust with the audience, saving company’s money on research, customer service and advertising, going mobile and most importantly, providing a platform for listening.
CASE STUDIES
Below are case studies of companies that successfully use Twitter in investment/wealth management industry.
The Human element is very important in their Twitter presence. They post a lot of visual content and photos, for example with their co-founder and Chief Investment Officer - Mark Okada (@markokadadallas). According to BrandFog survey, when executives are present on social media, clients have a higher level of confidence in the company’s leadership.
The Strong suit of the company’s Twitter profile is in posting expert interviews, award conferences and industry infographics in the form of images and video. It creates reliable and authentic brand image. Additionally, the company organized International Media Conference, where attendees were given tablets and were encouraged to interact with the event by competition on Twitter.
The Characteristic attribute of their content is using charts to break up other piece of information. They are also a great example of being adherent to compliance standards. A link to social media disclosure is added to their profile’s company statement.
The company’s profile is full of helpful tips for their clients in the form of educational content, imaginary and videos. They also run very interesting campaigns to reach their target audience more effectively:
- as a sponsor of the Aberdeen Asset Management Scottish Open, they extent their relationship with the European Tour using Twitter Amplify and generating over three million impressions with over one million video views
- a content publishing programme called “Thinking aloud” was started to create visual stream on their Twitter profile rather than text-based posts.
The company post a lot of educational and informational content which is useful to their clients. They also retweet inspirational links and focus on visual site of the posts.
Tweeting consistently is the strongest characteristic of the company’s presence on Twitter, reaching even 6.6 post per business day. They also have a short response time to customer questions: 34 minutes. Vanguard shares a lot of tips on investing and retirement and industry news. According to survey conducted by Kasina LLC, the company use social media to really engage in conversation with the clients.
The company effectively uses Twitter to solve customer problems using helpful and polite tone. Instant contact and building relationships are very important points in their communication strategy.
The company encourage interactions by posting live tweets from events and conferences they attend. It helps in raising their brand awareness.
Fidelity tweets various content about trending topics and current affairs in a very creative way that creates high engagement.
According to Corporate Insight, Invesco is the leader in conversation on Twitter. They features links to articles and pieces of information from leadership and industry experts. The company also posts video pieces to create interactive experience.
CONCLUSION
To wrap it up, there are many companies from investment/wealth management industry that know how to use Twitter to develop their online presence and build trust among their clients.
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