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The Medium is Not the Message

WICKWARE COMMUNICATIONS STUDY: THE MEDIUM is not THE MESSAGE (Or why social media is the last thing asset managers should worry about) Social media is hot, but without a compelling message, what's the point? Wickware Communications studied 150 asset managers with $10 billion or more under management to find out who's telling the most compelling brand stories, and identify best practices that firms of all sizes can use to succeed. Firms by AUM Retail vs. Institutional 23% These audiences are more $10-24 billion alike than different. From 43% $25-99 billion soccer moms to CFOS, we all want to hear stories that make $100 billion+ sense intellectually and feel good emotionally. 33% Analysis across channels Channel Pass rate Commentaries 36% O Linkedin 30% A D Advertising 19% A Video/YouTube 15% Wickware Communications O Facebook 15% analyzed how firms are communicating across 10 different channels, and Print design 15% Web design 12% assigned passing scores O Blogs 10% to firms who are active in O PR 10% the channel with a strong O Twitter voice, interesting visuals, and credible story. 8% Speak to me 24% Voice cliché-o-mer 87% meter A strong brand voice of asset managers effectively explain why of asset managers rely on verbal clichés such as "client service engages the audience and addresses their they do what they do, what oriented," "globally focused," individual concerns. "unique Investment philosophy," makes them different, and and "innovative process" to how they help clients. describe themselves. Visually engage me 76% Visual cliché-o-mete 81% A strong visual identity helps of asset managers fail to the audience differentiate of asset managers rely on visual use an interesting color palette, original imagery, or informative graphics clichés such as globes, compasses, and remember a brand. maps, puzzle pleces, pillars, mountains, trees, amateur staff photos and the color blue to impress and inform to depict themselves. their audience. Help me believe ) 35% Belief index 14% of asset managers have a primary tagline or headline that makes a clear brand promise, and follow through on that promise with A strong communications of asset managers use strategy gives the audience a variety of mediums reasons to believe. and the power of simple a varlety of relevant supporting materials Including publications, stories and anecdotes web content, and video Hearts and minds to educate and persuade or other rich media. People need a range of mental and emotional inputs to form their audience. belief and trust in a brand. The best firms use text, pictures, video and other media to fulfill these needs. Industry opportunity The majority of asset managers have an opportunity to strengthen fundamentals such as their brand voice, visual identity and reasons to believe before they worry about conquering new channels such as social media. Visit Wickware.com to request a copy of the complete study. We are the financial industry's creative partner Wickware Communications has helped more than 50 financial services firms across North America earn a better Return on Creative through superior strategy, branding, writing, design, print, and digital marketing solutions. WICKWARE COMMUNICATIONS O Copyright Wickware Communications 2011 |||||||

The Medium is Not the Message

shared by judithgold on Dec 15
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This infographic explains that although social media is a great tool for businesses, exposure is not enough, it's important to engage your costumer base and it provides tips on how to engage your soci...

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