The Miller Group Social Media Proposal

Goals for The Miller Group Would like to attract new clients Wishes to better serve its client group UWSMB Team will suggest a marketing effort That makes the Millers more visible in the community That employs Social Media to engage that community Distinguishing them as civic and financial leaders Resulting in increased business

Current Market Challenges & Opportunities Heavy Regulations – FINRA & SEC Recent stock market and economy has gone through large correction Heavier competition and oversight within financial industry Social media communication has evolved into a communication tool “Technology will not replace people. People who use technology will replace people who don’t”

Current Market Opportunities FINRA & SEC acknowledged that social media is a tool within the financial industry. Although Compliance is lagging due to monitoring requirement and being risk adverse – there are 5 basic principles to follow: 1) Think ‘Advertising’ 2) No Testimonials 3) Monitor Frequently 4) Keep Records 5) Develop a policy

Recent Announcements Morgan Stanley has become the first major wealth manager to allow its brokers use of social media tools! Twitter – research, content and status updates LinkedIn – interactive features “The emergence of social media has changed the way in which people communicate with each other and companies interact with clients,” Morgan Stanley Smith Barney U.S. wealth management boss Andy Saperstein said.

Goals, Objectives, Strategies Goal: To better communicate with clients More frequent contact, more relevant information Resulting in deeper engagement Strategies: improved web site and social media tools Goal: Increased business Acquire 15 new clients within 2 years Strategies: Increased visibility of the Miller Group online Increased visibility of Jeff and Curry in the community

Marketing Target clients – individuals of high net worth Clients enjoy the convenience of a trusted advisor to manage their money Brand themselves - building relationships and trust Increase community visibility through involvement enhanced by social media

Content and Engagement Plan Who you are offline can be who you are online Align yourself with industry and community leaders Listen to the conversation first Share local news, events, interests Make sure it says “success” without saying “success” Include approved material as made available

Social Media Platforms and Tools Phase 1 – six months, planning and implementation The Miller Group Web site Enhancements to Facebook and LinkedIn pages – enhanced for Jeff, new for Curry and Group Twitter accounts established – Jeff’s and within MS Phase 2 – longer term Metrics and monitoring of all platforms, leading to: Opportunities as the regulatory environment eases, Increasingly sophisticated use, Facebook private group

Measurement and Monitoring Facebook Likes, Impressions, Feedback LinkedIn Search Results Twitter Followers, Following, Re-Tweets, Klout Score Blogging Number of posts, conversion rate, subscribers & inbound links

Identification of Organizational Support, Policy and Training New organizational support from Morgan Stanley Social Media initiative Internal support – budget and time commitment Policy: currently MS communications rules Policy specific to Social Media forthcoming shortly Training needs best met with a contracted social media service provider to coordinate all platforms and Web site, set up metrics, monitoring and SEO

References Investment news b-d rankings. (2011, April 30). Retrieved from data-rankings?U-custom Madden, M. (2010, August 27). Older adults and social media. Retrieved from Releases/2010/Older-Adults-and-Social-Media.aspxhttp:// Releases/2010/Older-Adults-and-Social-Media.aspx Magnacca, M. (2003). The product is you: position yourself for success as an advisor. Bloomington, IN: 1st Books. Securities lawyer's desk book. Retrieved June 6, 2011, from NASD Notice to Members 99-03, SEC Approves Rule Amendments Requiring Review of Incoming, Written Correspondence; pg. 7 – 8. FINRA. Communications with the Public. Pgs. 1 – 6. FINRA. Research Analysts and Research Reports. Pgs 1 – 11http://finra.complinet.com/en/display/displayhttp://finra.complinet.com/en/display/display FINRA. Guidelines to Ensure That Communications With The Public Are Not Misleading. Pgs. 1 – 2. FINRA. Guide to the Internet for Registered Representatives. Pgs. 1 – 6 FINRA. Regulatory Notice – Social Media Web Sites; Guidance on Blogs and Social Networking Web Sites. January 2010.

References - Continued Triplestop. Social Networking for RIAs. Investment Advisors Act of Standards for Adviser Advertising. Securities Training Corporation s Investment Advisors Act of Compliance Policies and Procedures – Role of the SEC. Securities Training Corporation s Socia Networking for Investment Advisors blog: Arkovi Social Media Archiving. The Uniform Securities Act. Misrepresentations and Omissions. Securities Training Corporation s Jacques Bughin and Michael Chui. KcKinsey Quarterly. December The rise of the networked interprise: Web 2.0 finds it’s payday. Harvard Business Review. The New Conversation: Taking Social Media from Talk to Action A Report by Harvard Business Review Analytic Services. Marketo. Socail Media Tactical Plan.