0 to 1.5 million twitter impressions in 28 days
TRANSCRIPT
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)
0 52
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
URL?
www.WalshTrading.com
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
www.walshtrading.com
www.walshtrading.com
www.walshtrading.com
Vantage Point
www.walshtrading.com
www.WalshTrading.com
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
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Tim Hannagan
Steve Caldwell
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh Trading Content
Phase 1: Content Aggregation
Content Sources
Phase 2: Authorship
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh Trading Content
Content Sources
Bill Reavis Sean LuskJohn
WeyerGoogle+ Pages
John Walsh
Mike Bauer
Tim Hannagan
Steve Caldwell
Phase 3A: @walsh_trading Distribution
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh Trading ContentContent Sources
Google+ Pages
Bill Reavis Sean LuskJohn
WeyerJohn
WalshMike
BauerTim
HannaganSteve
Caldwell
@walsh_tradingCompany Twitter Page
Phase 3B: Star Player Distribution
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh Trading ContentContent Sources
Google+ Pages
Bill Reavis Sean LuskJohn
WeyerJohn
WalshMike
BauerTim
HannaganSteve
Caldwell
@walsh_tradingCompany Twitter Page
Star Player Twitter Pages
BrianDColwell
BColwell_EMGMKT
BColwell_ALT
BColwell_CTA
BColwell_ECON
Tim Hannagan
Steve Caldwell
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Phase 4: Twitter Engagement
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh Trading ContentContent Sources
Google+ Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer
Tim Hannagan
Steve Caldwell
@walsh_tradingCompany Twitter Page
Star Player Twitter Pages
Engagement
BrianDColwell
BColwell_EMGMKT
BColwell_ALT
BColwell_CTA
BColwell_ECON
Tim Hannagan
Steve Caldwell
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Phase 5: Build LinkedIn Presence
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh Trading ContentContent Sources
Google+ Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer
Tim Hannagan
Steve Caldwell
@walsh_tradingCompany Twitter Page
Star Player Twitter PagesEngagement
BrianDColwell
BColwell_EMGMKT
BColwell_ALT
BColwell_CTA
BColwell_ECON
Tim Hannagan
Steve Caldwell
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Tim Hannagan
Steve Caldwell
Bill Reavis
Sean Lusk
John Walsh
John Weyer
Mike Bauer
Brian Colwell
Walsh Trading Company Page
LinkedIn Pages
Phase 6: LinkedIn Engagement
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh Trading ContentContent Sources
Google+ Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer
Tim Hannagan
Steve Caldwell
@walsh_tradingCompany Twitter Page
Star Player Twitter Pages
Engagement
BrianDColwell
BColwell_EMGMKT
BColwell_ALT
BColwell_CTA
BColwell_ECON
Tim Hannagan
Steve Caldwell
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Tim Hannagan
Steve Caldwell
Bill Reavis
Sean Lusk
John Walsh
John Weyer
Mike Bauer
Brian Colwell
Walsh Trading Company Page
LinkedIn Pages Engagement
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
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Tim Hannagan
Steve Caldwell
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
What can I do in one month?
Curated News Feeds via Hootsuite
Curated Source Lists via BrianDColwell
Walsh 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
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
Tim Hannagan
Steve Caldwell
Bill Reavis Sean LuskJohn
WalshJohn
WeyerMike
Bauer
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
709 Average Per Post
1,171Posts
2/27/16 - 3/26/16
3,736 Engagements
3 Average Per Post
Hashtag Group: Asset Management
1,764,492 Impressions
883 Average Per Post
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
Impressions Per Post
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
868 Average Per Post
671Posts
2/27/16 - 3/26/16
3,089 Engagements
5 Average Per Post
870 Average
Impressions Per Post
As of 3/26/16
$GLDTop News Story
2,766 Average
Impressions Per Post
As of 3/26/16
#basemetals
Twitter Hashtag Ownership
Twitter Engagement
● Getting noticed by influencers in our niche
Twitter Engagement
1
2
3
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
Top Posts
Subscription-Based Posts
Top Posts
822 Average Impressions Per Post
384,740 @walsh_trading
1,180,939Walsh Trading
Star Players
1,775,432 Brian D Colwell
Network
3,341,111Impressions
2/27/16 - 3/26/16
Twitter Impressions
5,331,10028-Day
Impression Count As of 3/26/16
28-Day Impression Count
389,000 @walsh_trading
1,164,100 Walsh Trading
Star Players
3,778,000 Brian D Colwell Network
LinkedIn Followers & Posts
LinkedIn Posts, Impressions, & Engagement
❏ 254 posts❏ 33,079 impressions❏ 130 impressions/post❏ 2 engagements/post
LinkedIn Post Activity: 3/2/16 - 3/26/16
Top Performing LinkedIn Posts
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) 0 52
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)
Month 1 Performance
2/27/16 Week 1 Week 2 Week 3Week 4
(as of 3/26)Month
End
Phase 1: Content Promoted
-- 11 21 20 0 52
Phase 3A: @walsh_trading Impressions *
9,928 44,800 198,000 319,000 384,740 384,740
Phase 3B: Star Player Impressions*
3,362,000 3,302,361 3,838,600 4,316,100 4,958,939 4,958,939
Phase 4: Twitter Followers (Company + Star Players)
44 347 979 1,3681,848
(3/31/16)1,848
(3/31/16)
Phase 5: LinkedIn Post Impressions*
0 4573 15,935 24,414 33,079 33,079
Phase 6: LinkedIn Followers (Company + John Walsh)
42 429 852 1,1231,658
(3/31/16)1,658
(3/31/16)
* Twitter impressions reported are 28-day running value
WalshTrading.com Analytics
502 Unique Users
64%New Visitors
2.9Pages Per Session
2:18Average Session Duration
704Sessions
2/27/16 - 3/26/16
WalshTrading.com Traffic
Traffic peaks during the week, generally between Tuesday and Thursday.
Top 5 Web Pages
Web Traffic: 2/27/16 - 3/26/16
PageviewsAverage
Time on PageBounce Rate Exit
All Traffic 2,012 2:18 Session Duration
48%Not Applicable
Home Page 693 1:26 44% 44%
Team 144 1:25 66% 43%
Walsh Trading Insights 133 3:32 50% 56%
Executive Team 95 1:12 40% 32%
Careers 79 0:51 84% 44%
User Behavior By Traffic Source
Web Traffic: 2/27/16 - 3/26/16
Sessions New UsersNew
SessionsPages Per
Session
Average Session
Duration
Bounce Rate
All Traffic 704 502 64% 2.9 2:18 48%
Organic 378 241 64% 3.3 3:07 44%
Direct 195 111 57% 2.2 1:11 52%
Referral 65 48 74% 2.5 1:45 62%
Social 57 49 86% 3.0 1:25 42%
Email 9 2 22% 1.4 0:49 67%
Top 5 Referral Sources
Web Traffic: 2/27/16 - 3/26/16
Share of Total Sessions
Bounce RatePages Per
Session
Average Session
Duration
All Referral Traffic (65 sessions) 100% 62% 2.5 1:45
Twitter (t.co) 30% 56% 1.8 0:59
insidefutures.com 16% 45% 3.0 1:56
LinkedIn 14% 6% 5.9 2:39
investing.com 12% 60% 3.5 1:55
Email (us3.campaignarchive1.com)
5% 0% 2.5 2:50
Walsh Trading was a great partner and made significant contributions to this project.
Special thanks to Bill Reavis, Head of Asset Management at Walsh Trading. @WGR101
Social Media Manager for HireBrian D. Colwell
[email protected]://briandcolwell.com
Build Your Social Authority
● Emerging & Frontier Markets
● Global Macro & Commodities
● Economics & GeoPolitics
● Alternative Investments
“Great answers aren’t found on paved roads and well-beaten paths.
Great answers live in the wild. I vow to venture deep into the digital jungle
in the hunt for knowledge.”