Case Study: Janney’s Journey to Social Collaboration Why did Janney make the decision to implement a social collaboration strategy? Discover the process that was followed to choose a platform to help manage social collaboration & communications. Find out what planning was done to launch the pilot, the current status, next steps; and, finally, the current successes. Presented by: Kelly Hoffman, AVP, Private Client Group Marketing Manager at Janney Montgomery Scott www.bdionline.com

1. Janney’s Journey To Social Collaboration
Kelly L. Hoffman
Private Client Group Marketing Manager
Janney Montgomery Scott LLC

2. Janney Montgomery Scott is:
▫ Small – 750 Financial Advisors
▫ Regional – 100 East Coast Offices
▫ Business – Relationship/Referral Based
▫ Nimble – Able to change and adapt quickly
▫ Collaborative – Open Architecture
▫ Content – Thought Leadership
▫ Advertising – Very little Corporate Advertising
Setting the Stage
Need for greater
brand awareness

3. Factors Weighing On Our Minds:
▫ Traditional advertising is expensive
▫ Traditional advertising is hard to track
▫ Limited staff to support additional channels
▫ Constant stream of content to be distributed
▫ Competitors began dipping their toe in Social
▫ Recruits started asking about Social Capabilities
Need for Brand Awareness
Social Media

4. We needed to determine how to:
▫ Follow regulatory guidelines
▫ Train and educate ourselves
▫ Train and educate our advisor force
▫ Be effective w/ limited resources (funds & staff)
▫ Integrate social into our existing framework
▫ Provide relevant and compelling content
The Answer Was Social
Actiance

5. We Chose Actiance Based On:
▫ Intuitive platform
▫ Customizable Training Materials
▫ Ongoing Social Education
▫ Understanding of Regulatory Environment
▫ Dedicated Support Staff
▫ Analytics Capabilities
We Partnered With Actiance
Cross
Functional
Team

6. Most important step in our process:
▫ PCG Marketing
▫ Communications
▫ Client Strategy
▫ Legal / Compliance
▫ Information Technology
▫ Partners at Actiance
Social Collaboration Begins
Social
Integration

7. Everyone had a very specific role:
▫ PCG Marketing – Plan Advisor Rollout
▫ Communications – Plan Corp. Communications
▫ Client Strategy – Plan our Corp. Strategy
▫ Legal / Compliance – Policies & Permissions
▫ Information Technology – Ziplip /Active Directory
▫ Entire Team – Repositioned existing content
▫ Partners at Actiance – Hold our hand through it all
Social Integration Begins
Plan, Plan,
Plan, Go!!

8. We could have planned forever:
▫ We set a rollout schedule that we didn’t use
▫ We created more training materials than necessary
▫ We reviewed our polices and permissions over & over
▫ We practiced and repeated and reviewed some more
And then….
All Our Ducks In A Row
On-boarded
one by one

9. We chose our best marketers:
▫ Club level advisors
▫ Exiting Marketing plans in place
▫ Use of Advisor Website Platform
▫ Use of LinkedIn for Networking Purposes
▫ Basic Understanding of Social Networks
We Just Knew It Was Time
Track,
Measure,
Improve

10. Piloted w/30 Top Advisors:
▫ Tested Training Materials
▫ Tested Social Platforms
▫ Tested Approval Process
▫ Tested Content Mix
Caught On Like Wild Fire
4 Step
Process

11. Can’t go from A to D w/out B & C:
▫ Learn the Socialite Tool
▫ Build Your Audience
▫ Plan Your Content
▫ Engage, Engage, Engage!
Advisors Like Baby Steps
Engagement
= Success

12. Advisors started to get excited:
▫ Content was distributed
▫ Connections were forged
▫ Introductions were made
▫ Prospects were targeted
▫ Messages were exchanged
▫ Meetings were scheduled
▫ Connections became clients
Success Stories Roll In
Word of
Mouth

13. 1 Year = 100 FAs:
▫ 2 hours became 30 min.
▫ Face to face became conference calls
▫ Content library became custom messages
▫ Questions became ideas
▫ Competition was born
▫ Marketing became exciting again
▫ Janney is going Mobile
Pilot became Program
Measure &
Analyze

14. Documented a baseline & set goals:
▫ 30k+ connections/followers/friends
▫ 700+ posts
▫ 600+ pieces of feedback
▫ 5.6 million estimated potential reach
▫ Thought leadership = best engagement
Where Do We Go From Here
Content,
Content,
Content!

15. Content Is King
We think about content differently:
Collaboration
is Key

16. We continue to collaborate:
Silos Have Been Dropped
Follow
Janney

17. Connect With Janney

18. Questions?