STAKEHOLDER VALUE: SOCIAL MEDIA &

INFLUENCER MARKETING

SPEAKER INTRODUCTIONS

Ephraim Cohen

ephraim.cohen@fleishman.com

@ephraimcohen

Marissa Pick

marissa.pick@cfainstitute.org

@marissapick

WITH A SHOW OF HANDS…

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WHAT IS INFLUENCER MARKETING?

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WHAT IS INFLUENCER MARKETING?

IDENTIFYING AND BUILDINGRELATIONSHIPS WITH INDIVIDUALS

WHO HAVE INFLUENCER OVER A TARGET OF AUDIENCE BUYERS

• Businesses make $6.50 for every dollar invested in influencer marketing. (Source: Tomoson)

• Customers acquired through word-of-mouth have a 37 percent higher retention rate. (Deloitte)

LOVE IT OR HATE IT, INFLUENCER MARKETING WORKS.

• Word of mouth generates 2 times the sales of paid advertising. (McKinsey)

• Ninety-two percent of consumers turn to people they know for referrals above any other source. (Tapfluence and Influitive)

LOVE IT OR HATE IT, INFLUENCER MARKETING WORKS.

THE FOUR RULES OF INFLUENCER MARKETING

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1 Popularity Does NOT Equal Influence

2 To Be Influential, A Person Has to Have Authority

3 To Be Influential, A Person Has to Be Actively Writing on Topics that Matter to Your Audience

4 Influencers Drive Action

A STUDY BY NIELSEN (THE ROLE OF CONTENT IN THE CONSUMER DECISION MAKING PROCESS) SHOWED THAT

BUYERS TRUST EXPERTS AND INFLUENCERS OVER BRANDED CONTENT

ACCORDING TO THE REPORT, HERE’S HOW INFLUENCER CONTENT PERFORMED OVER BRANDED CONTENT

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• 88% Lift In Brand Familiarity

• 50% Lift In Brand Affinity

• 38% Lift In Purchase Intent

• Platforms like Instagram and YouTube have led to the rise of a new generation of influencers that have amassed huge followings on niche subject matters.

• Stats: @griernash: 17 Years Old , 2 Billion + Vine Loops, 11.3 Million Vine Followers. Daily Dot estimates that between Twitter, Vine, and YouTube posts Grier speaks to more than 14 million fans. Grier's team "confirmed that major brands will pay the star between $25,000 to $100,000 to plug their products" in his vines.

WHY CARE?

• DO: acknowledge a social mention, which includes retweets, with a 'Thanks'; occasionally, if you're able to improvise a way of expressing this appreciation, it may be a good way of getting attention.

• Don’t: think you're able to hashtag your way to being successful. Concentrate more on quality instead of quantity: At the most, two to three hashtags ought to be enough to sustain relevancy.

• DO: Watch trending topics inside your targeted community and accordingly apply hashtags.

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WHAT’S THE DIFFERENCE, IT’LL CHANGE TOMORROW…

COMMUNICATIONS HORSE? PLATFORMS CHANGE

Public

Static

Semi-public

Active Active

Public

Too public

Active

Oversharing

Active but limited

Semi-public

A little more tasteful?

Private

Temporary

Private

Temporary

CART? IS THAT WHY BEHAVIORS ARE CHANGING FASTER?

First it was all passive and public

Then it was private (family) and passive

Then it was active and public…too public

Now it’s active but private…sort of

DISTRIBUTION HORSE?

Snapchat Discover

Facebook Embedded Articles

LinkedIn Pulse Integration

Target: Millennials+

Target: General Public

Target: Professionals

CART? IS THAT WHY NEW TYPES OF CURATED CONTENT-ONLY ARTICLES ARE EMERGING?

Instagram Curated Feeds Twitter Moments Snapchat Stories

CART? DOES OUR BEHAVIOUR NEED TO CHANGE?

CFA Institute Newsroom

News MediaThe (Professional) Public

Earned Social Content Created

Earned News Content Created

The Real Competition

For Attention

WHAT’S ELSE IS CHANGING ?

Audience and Influencer InsightsHow We PromoteWhat We Create

Human BehaviorEarned Listening Shared / Owned Channel

Shared / Owned Channel Competitors

Influencer

Owned.comContent Trending

Least-to-most sophisticated

NewsWhip

Future Proofing: What’s Next in Tech

What’s

next in behaviors???

CFA SOCIAL MEDIA CASE STUDIES

Association Trends ranked CFA Institute #9 within the Top Associations Social Media Programs.

CFA Institute Ranked #5 on Twitter behind National Hockey League (NHL), Academy of Motion Pictures and Arts, American Medical Association, and Professional Gofers Association of America (PGA)

TOP ASSOCIATION SOCIAL MEDIA PROGRAM

3,012 CFA Institute

2015 CFA SOCIAL MEDIA HIGHLIGHTS:

AUDIENCE DEVELOPMENTTHE “SOCIAL MEDIA FOOTPRINT” OF CFA INSTITUTE TOPPED 1 MILLION

FOLLOWERS ACROSS ALL PLATFORMS, 100% INCREASE YOY

386,959 CFA Institute

16,656 CFA Institute Research

Challenge

88,382 Company Page

36,310 CFA Member Group

140,895 CFA Candidate Group

1,544 Private Wealth Group

2,678 CIPM Group

1,897 Claritas Group

53,074 CFA Institute*As of November 7, 2015

5,170 Subscribers

11,000 CFA Institute

323,509 @CFAInstitute

59,661 @CFAprogram

12,463 @Claritas

10,117 @CFAAPAC

9,609 @CFAemea

30,615 @CFAevents

10,072 @CFApubs

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FOLLOW OUR NEWEST CHANNEL@CFAINSTITUTE

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WHAT DOES SOCIAL MEDIA MEAN AT CFA?FOCUSED ON ENGAGEMENT

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NETWORKING

CONTENT MARKETING & DISSEMINATION WE ASKED, OUR SOCIAL MEDIA AUDIENCE ANSWERED

@marissapick

The article below was broken up by Industry, Client,

and Regulatory Level responses

JASON VOSS COMPLIED INTO A PIECE FOR MARKET INTEGRITY

@marissapick

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COMMUNICATIONS TOOL

GIPS TEST: INVEST $2,000 FOR PAID SOCIAL TO DRIVE REGISTRATIONS FOR EVENT WITH THE GOAL OF 2 PAID DELEGATES (PAID SOCIAL SPLIT: $1,000 TWITTER, $500 LI, & FB)

GIPS SOCIAL MEDIA SUCCESS$8,165 GENERATED FROM SOCIAL MEDIA DISCOUNTS

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GIPS Standards Annual Conference on Twitter 2012 2013 2014 2015

Accounts using the hashtag 26 50 52 81

Accounts seeing the hashtag (reach) 36k 102k 104k 500k

Times the hashtag was seen (impressions) 0.2M 1.5M 2.2M 11.2M

Total tweets measured through Tweetreach 125 369 577 519

Original content (tweets) 59 199 273 191

Repeated content (retweets) 66 167 277 319

Responses to content (replies) 0 3 27 9

Discount Channel

Discount Code

Discount Amount

Total Product Discount

Used Total Registration Fee Paid

Facebook FBGIPS $100.00 $100.00 1 $1,295.00

LinkedIn LIGIPS $100.00 $0.00 0 $0.00

Social Media Code

CFASOCIAL $100.00 $400.00 4 $4,480

Twitter TWGIPS $100.00 $200.00 2 $2,390.00

Source: Zen Desk

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CUSTOMER CARE

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WHAT’S IN STORE FOR 2016 & BEYOND @

ARE YOU RECEIVING OUR WEEKLY SOCIAL CONTENT EMAIL?SOCIALMEDIA@CFAINSTITUTE.ORG

@marissapick

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THROWBACK THURSDAY(#TBT)

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SHOWCASING OUR EMPLOYEES, MEMBERS, SOCIETIES, AND MORE!

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BEHIND THE SCENES SNEAK PEEK LOOK…

Dates Run: Twitter 10 Oct – 3 NovFacebook 10 Oct – 5 Dec

Generated 5.7 million impressions from 404 Twitter Mentions by 349 Users

• Gained a total of 12,000+ total likes, 147 comments, and 2,500 shares on the CFA Institute Facebook Page

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QUOTE OF THE DAY #CFADAILYQUOTE

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SOCIAL MEDIA AIMED AT DRIVING INCREASED ONLINE ENGAGEMENT

• Two-thirds of firms plan to increase spending on video marketing in the coming year. (Source: Heidi Cohen)

• 75% of smartphone owners watch videos on their phones; 26% at least once per day. (Source: NewsCred)

• CFA Video Test: 19% Engagement Rate, 16% average rate across all messaging

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VIDEO IS KING!

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UTILIZING INFLUENCERS TO DRIVE ENGAGEMENT CASE STUDY: TWITTER CHAT #CFAEIC

• Twitter Reach: 1.1 Million Impressions from 122 Twitter mentions by 53Users•22 new followers for @CFAemea

SOCIAL MEDIA LOUNGE ONSITE OUR 2016 ANNUAL CONFERENCE

#CFAINVEST

QUESTIONS?