10th April 2013

Social Stream Case Study: Lucy Dang

Marketing Manager, Asset and Investment Management
www.aimifa.com

Background

Asset and Investment Management has been in business for over 30 years and has built an impressive client base of over 1,000 clients and £40 million Assets under Management. With 4 employees they offer a full service to the Mass Affluent and high Net Worth Individuals specialising in financial planning and investment management.

Business Challenge

Lucy recognised that post RDR the business needed to create a strong brand presence that meant the clients’ would recognise their advisers all always there. Asset and Investment Management started an active marketing campaign over a year ago to demonstrate they are in constant contact with clients. They want their clients to know their advisers are on the ball with every aspect of personal finance for professionals and business owners. “We are managing their money after all.” Lucy says.

But that all takes time, and as adviser time is precious, it was left to Lucy to manage.  Social Stream has given Lucy the gift of time. She no longer has to spend hours finding content to re-purpose or generate new content from scratch. She now has relevant content that is timely and compliant approved, and above all it demonstrates how much Asset & Investment Management view their client’s interests.

Outcomes

The learning experience of using Social Stream has been great. Lucy says, “The value hasn’t just been in the content, but the guidance that has been provided too.”

Twitter has been a great networking tool for Asset and Investment Management by asking clients and professional referrers to follow their twitter feed. They started to get a response from their Social Stream tweets immediately with some large organisations re-tweeting the content, which Lucy says is important to the business.

The role of Facebook is still not entirely clear to Asset and Investment Management, but they are working through how they can incorporate it into their overall approach. LinkedIn is used daily, not least to get full use of its huge professional Rolodex facility.

The regular blogs have made a welcome introduction to the Asset and Investment Management home page giving them a “powerful presence” through thought sharing. Lucy believes the blogs really help their website to “stand out” against their local competitors. She is going focus on doing more with the video on the home page next.

Future Developments

Lucy has come to appreciate the importance of the first 10 seconds of any content. “Relationships are key to our business. If we don’t convince the clients right away, then they won’t read the rest of the blog.” Lucy wants to broaden the reach of the content more by getting greater use of the video on both their home page and in LinkedIn. Again, doing more to capture the clients’ attention the first 10 seconds of landing on their site or social media pages.

Advice

Lucy says, “Social Stream really helps those with minimal social media experience. It has saved us time and effort in getting to grips with a crucial marketing tool without making any mistakes, which no IFA business can afford to make.”

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