I hope you don’t mind the art work, I am getting in the swing of drawing again and since there is a certain hierarchy of importance in the channels we use, I thought it would make sense to represent their order as the totem pole below.
Here we go:
Our Blog is our most important channel. It is the foundation of our content. Not only is it the platform that feeds all channels but it is also our favorite place to entertain our visitors and invite them to become a part of our world.
Our Email List is the privileged space where we interact with our followers and where we aim to live up to our promise of providing insights that are useful for people who are interested in frontier markets.
Twitter is our direct connection with the media. It is the place where today's journalists hunt for news. The essence of twitter is its keyword search features. Consider it the other way around; twitter is something of a corporate sonar device. It allows you to listen to specific signals from the world around you.
Linkedin is probably the most ‘grown up’ and widely accepted social media network in the investment management industry. Linkedin is a great way to manage our position as a thought leader in the frontier market space through our dedicated frontier markets discussion group. This network is our main digital ‘meet and greet’ venue and still drives anything between 10-15% of traffic to our website. Linkedin will continue to play an important role in our marketing strategy for the foreseeable future.
RSS is one of our fastest growing channels even though it is still tremendously under-utilized in our industry. ‘RSS’ stands for ‘Really Simple Syndication’. Essentially, it is the creation of a feed to our blog posts that can be used in RSS readers, other websites or blogs. Journalists use RSS feeds to stay informed about the topics of their interest. RSS is also a keyword driven environment. Today, 15% of our followers receive our updates via feeds. This number is rising fast.
Facebook is our least strategic social media effort. There aren't many followers on this channel, but many of the odd hundred fans are the closest supporters we have. Our rationale to use facebook as a channel is to offer a more casual and relaxed experience of our business. Its main purpose is to share a visual dimension of our company. This is where people can have a look at what is going on behind the scenes. It also allows us to illustrate one of our core value propositions; our local presence in the frontier markets. We don’t expect to find new prospects on facebook, but we do believe that most of our clients and prospects have facebook accounts – big difference!
Other channels In 2013 we will increasingly work with audio-visual content so you'll see more of us on these kind of channels. I have also noticed that more of our financial product distributors are encouraging us to work more visually so they can get a better feel for the people who manage their portfolios.
We are also becoming more familiar with Google+ so expect to see more of us on there as well.
I hope this helps you better understand that it only makes sense to engage with all these channels if you have a place where you can convert all the attention into an audience of recurring visitors that eventually become supporters.
Can you see how each individual organization can now become a medium in its own right?
If you find this useful, follow us on one of the channels below so we can keep you updated.
About the author: Baldwin has been active as a business developer in the investment industry for more than 20 years. He is a partner at Silk Invest, a fund manager dedicated to the frontier markets. He was an early adapter of social media within the investment management industry. His efforts have helped position Silk Invest as one of the leading managers in the frontier space. In collaboration with Perfecta Partners, Baldwin also helps other financial services companies improve their content marketing and social media strategies. Baldwin can be reached email@example.com or on Twitter @BaldwinBerges