0 to 1.5 Million Twitter Impressions in 28 Days

A Hedge Fund Social Media Case Study

Setting the Stage● I first discussed this Hedge Fund industry social

media project on Linkedin with Bill Reavis, Head of Asset Management at Walsh Trading.

● Then I met with Walsh Trading directors and executives to discuss social media strategy.

○ John Walsh, President & Founder

○ John Weyer, Director of Commercial Hedging: Grains

○ Sean Lusk, Director of Commercial Hedging: Metals

○ Tim Hannagan, Senior Grain Analyst

○ Mike Bauer, Senior Livestock Analyst

○ Steve Caldwell, Senior Currencies Analyst

○ Ben DiCostanzo, Senior Energies & Interest Rates Analyst

● I presented this one-month case study idea.● The results blew the doors off my expectations…

Read on for more

The Social Media Dream

“ Walsh Trading is the go to source for

#ManagedFutures news, information,

trading, and investing.

Reality Sets In…

There are some things Hedge Fund managers need to know about social media:

● If you’re not social, you’re dead● Game on! Financial Services piling in● Twitter: Not just a mouthpiece● Opportunity in early adoption

If You’re Not Social, You’re Dead

Source: http://fortune.com/2015/11/18/businesses-cant-survive-social-media/?iid=sr-link1

Not incorporating Twitter, Facebook,

and other social channels into your

strategy in 2015 is roughly the

equivalent of insisting the web was

just a fad a decade or so ago:

backward-looking, blinkered, and

above all, a serious business liability.

Fortune

Game On! Financial Services Piling In

Source: http://insurance-journal.ca/article/financial-services-take-to-social-media/

The use of social media in the

financial services industry

increased by more than a third

last year.

The Insurance & Investing Journal

Twitter: Not Just a Mouthpiece

Source: http://www.forbes.com/sites/freddiedawson/2016/03/25/twitter-your-hedge-fund-better/#6fb645ca4801

Eagle Alpha is taking information and

large data sets from a variety of

sources ranging from posts on

Twitter to collections of satellite

imagery and photosynthesis levels to

create its range of products.

Forbes

Opportunity in Early Adoption

Source: http://www.pionline.com/article/20160307/PRINT/303079990/hedge-fund-managers-still-shy-about-social-media

Only 11.1% of the world's 300 largest

hedge funds had any sort of social

media presence apart from LinkedIn in

2015, up from 9.9% the previous year.

Pensions & Investments

Challenges

● Little to no existing Walsh Trading

social media presence across the

most popular channels.

● Finding enough high-quality,

third-party content to generate

goal conversions is time

consuming and requires extensive

knowledge of the industry.

● Walsh Trading’s goal landing

pages are not hosted on the Walsh

Trading website.

Approach

● Utilize the Brian D. Colwell Network

to quickly build social authority for

Walsh Trading and its star players.

● Post quality content from reputable

sources with high frequency across all

Walsh Trading handles.

● Identify the most effective hashtags

and stock tickers to distribute content

to a wide, but targeted audience.

● Actively build follower base by

engaging with key industry players.

If Conversions Define Success,

How Do You Define a

Conversion?

Defining & Measuring Social Media SuccessKPI Definition 2/27/16 3/26/16

Phase 1: Content Aggregation Walsh Trading Content Promoted

Each piece of content (audio, webinar, blog, etc)

Phase 2: Authorship Profile Views Google+ views 15,421 17,026

Phase 3A: @walsh_trading Distribution Main Page Post Impressions

Number of times a tweet populated a twitter user’s feed: 28 Day Summary; @BColwell+++

9,928 384,740

Phase 3B: Star Player Distribution Walsh Trading Players 0 1,180,939

BDC Network 3,362,000 3,778,000

Phase 4: Twitter Engagement Followers Twitter users following @walsh_trading or Walsh Trading star players’ news feeds

44 1,848(3/31/16)

Phase 5: LinkedIn Presence Update Impressions Number of times an update populated a LinkedIn user’s news feed

0 33,079

Phase 6: LinkedIn Engagement Followers LinkedIn users following Walsh Trading’s company page and/or connected with John Walsh

42 1,658(3/31/16)

Branding & Conversion

Messages

Social Media Traffic Drives Website Visits BUT, Your Website Drives Conversions

Company Website

Contact Requests

& Subscriptions

Branding Messages No Email

Vetted Asset Management List

Subscription Form

Daily Audio

agweb.combyoaudio.com

www.walshtrading.com

us3.campaign-archive1.com

Vantage Point

www.WalshTrading.com

Conversion

No User Analytics

Existing Walsh Trading Landing Page Set-Up Directs Traffic Away from the Primary URL

Harder to gain Social Authority and get credit from Lord Google (SEO Optimization)

Challenge

Recommended Walsh Trading Landing Page Set-Up

Notice Walsh Trading URLS Throughout

Trading Insights & Webinars

Vetted Asset Management List

Subscription Form

Daily Audio

Vantage Point

www.WalshTrading.com

SubscriptionConversion

Branding

Web Conversion & Full Analytics

Building the Walsh Trading

Social Media Engine

Social Media Platform PhasesCurated News Feeds via

HootsuiteCurated Source Lists

via BrianDColwellWalsh Trading ContentPhase 1:

Content Aggregation

Phase 2: Authorship

@walsh_tradingPhase 3A: @walsh_trading Distribution

Phase 3B: Star Player Distribution

BrianDColwell

BColwell_EMGMKT

BColwell_ALT

BColwell_CTA

BColwell_ECON

Brian Colwell

Walsh Trading Company Page

Phase 4: Twitter Engagement

Bill Reavis Sean LuskJohn

WeyerJohn

WalshMike

BauerTim

HannaganSteve

Caldwell

Phase 5: Build LinkedIn Presence

Phase 6: LinkedIn Engagement

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Curated News Feeds via Hootsuite

Curated Source Lists via BrianDColwell

Walsh Trading Content

Phase 1: Content Aggregation

Content Sources

Phase 2: Authorship

Walsh Trading Content

Content Sources

WeyerGoogle+ Pages

John Walsh

Mike Bauer

Tim Hannagan

Steve Caldwell

Phase 3A: @walsh_trading Distribution

Walsh Trading ContentContent Sources

Google+ Pages

WeyerJohn

WalshMike

BauerTim

HannaganSteve

Caldwell

@walsh_tradingCompany Twitter Page

Google+ Pages

WeyerJohn

WalshMike

BauerTim

HannaganSteve

Caldwell

Star Player Twitter Pages

BrianDColwell

BColwell_EMGMKT

BColwell_ALT

BColwell_CTA

BColwell_ECON

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Google+ Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer

Tim Hannagan

Steve Caldwell

Engagement

BrianDColwell

BColwell_EMGMKT

BColwell_ALT

BColwell_CTA

BColwell_ECON

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Tim Hannagan

Steve Caldwell

Star Player Twitter PagesEngagement

BrianDColwell

BColwell_EMGMKT

BColwell_ALT

BColwell_CTA

BColwell_ECON

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Tim Hannagan

Steve Caldwell

Bill Reavis

Sean Lusk

John Walsh

John Weyer

Mike Bauer

Brian Colwell

LinkedIn Pages

Tim Hannagan

Steve Caldwell

Engagement

BrianDColwell

BColwell_EMGMKT

BColwell_ALT

BColwell_CTA

BColwell_ECON

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Tim Hannagan

Steve Caldwell

Bill Reavis

Sean Lusk

John Walsh

John Weyer

Mike Bauer

Brian Colwell

LinkedIn Pages Engagement

Social Media Platform PhasesCurated News Feeds via

HootsuiteCurated Source Lists

via BrianDColwellWalsh Trading ContentPhase 1:

Content Aggregation

Phase 2: Authorship

BrianDColwell

BColwell_EMGMKT

BColwell_ALT

BColwell_CTA

BColwell_ECON

Brian Colwell

WeyerJohn

WalshMike

BauerTim

HannaganSteve

Caldwell

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

What can I do in one month?

Walsh Trading ContentPhase 1: Content Aggregation

Phase 2: Authorship

BrianDColwell

BColwell_EMGMKT

BColwell_ALT

BColwell_CTA

BColwell_ECON

Brian Colwell

WeyerJohn

WalshMike

BauerTim

HannaganSteve

Caldwell

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

Tim Hannagan

Steve Caldwell

WalshJohn

WeyerMike

One Month FocusNOTE: Phases 2 and 5 require more than one month to execute

Macro Planning, Micro Moments

1. Develop a Content Curation System

2. Aggregate Relevant

& Timely Third-Party Content

3. Distribute Content to Target Niche

Communities

4. Attract Followers and Engage with

Communities

5. Further the Conversation

Aggregate Comprehensive & Timely Content

● Use Hootsuite to unlock Twitter○ Monitor influencers

○ Monitor Walsh Trading Inc. public & private Twitter lists

○ Monitor trends (#hashtag)

Develop Curated News Feeds & Resource Lists● Create public and private Twitter lists:

○ Grain Futures○ Energy Futures○ Livestock Futures○ Futures & Trading○ Precious Metals Futures○ Metals Futures○ Prospect List○ Client List○ Vetted Asset Management List○ Competitor List

Distribute Content to Target Niche Communities● Choose the #RealEstate you want…

own where you squat○ #managedfutures

○ #globalmacro

○ #futurestrading

○ #alternativeinvestment

○ #absolutereturn

○ #grainfutures

○ #goldfutures

○ #futurestrading

● Images are Essential● Hashtags & Tickers: Your Secret Weapon● High Volume & Frequency are Key

It takes more than content to attract a

niche market.

Engagement is the

lifeblood of social media ROI.

Attract Followers and Engage with Communities

● Engage your star players○ Walsh Trading executives on Twitter○ Brian D. Colwell Twitter and LinkedIn

networks

● Executive social media presence○ Managed daily○ Cross-sharing to boost social

authority○ Authorship○ Google loves Twitter

Further the Conversation

● Nurture relationships with clients & prospects

○ Monitor

○ Connect

○ Share

○ Engage

● Share Twitter content on LinkedIn

Case Study Findings

28-Day HighlightsTwitter● 0 to 1.5 Million Twitter Impressions ● +1,804 Twitter Followers ● Avg 822 Impressions Per Tweet● Top Tweet earned 29K Impressions● Top Mention earned 32 Engagements● Top Twitter News Stories on:

● #ManagedFutures● #GlobalMacro● $GLD

LinkedIn● 0 to 33,079 LinkedIn Impressions● +1,616 LinkedIn Connections

Hashtag Group: Agriculture

820,121 Impressions

746 Average Per Post

1,100Posts

2/27/16 - 3/26/16

4,406 Engagements

4 Average Per Post

Hashtag Group: Alt Investments

830,409 Impressions

1,171Posts

2/27/16 - 3/26/16

3,736 Engagements

3 Average Per Post

Hashtag Group: Asset Management

1,764,492 Impressions

1,999Posts

2/27/16 - 3/26/16

7,491 Engagements

4 Average Per Post

1,492 Average

Impressions Per Post

As of 3/26/16

#globalmacroTop News Story

1,153 Average

As of 3/26/16

#managedfuturesTop News Story

Hashtag Group: Energy

727,956 Impressions

1,223 Average Per Post

595Posts

2/27/16 - 3/26/16

2,505 Engagements

4 Average Per Post

Hashtag Group: Metals

582,451 Impressions

671Posts

2/27/16 - 3/26/16

3,089 Engagements

5 Average Per Post

870 Average

As of 3/26/16

$GLDTop News Story

2,766 Average

As of 3/26/16

#basemetals

Twitter Hashtag Ownership

Twitter Engagement

● Getting noticed by influencers in our niche

Twitter Engagement

Engagement

Furthering the Conversation

Boosting Impressions

Top Mentions

362 @walsh_trading

1,316 Walsh Trading

Star Players

2,469 Brian D Colwell

Network

4,146Followers

As of 3/26/16

Twitter Followers

ProducersTop Followers

LinkedIn Followers

❏ LinkedIn Network: 10,510❏ Walsh Trading

Company Page: 63

❏ John Walsh

Connections: 1,420

❏ Brian D Colwell

Connections: 9,027

As of 3/26/16

Twitter Posts & Impressions

60 Average Posts Per Day

316@walsh_trading

1,763Walsh Trading

Star Players

1,985Brian D Colwell

Network

4,064Posts

2/27/16 - 3/26/16

Twitter Posts

Impression-Building Posts

0 to 1.5 Million Twitter Impressions in 28 Days

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