HAHN Social Media Plan Rosanna R. Shamshudin 300730692 Prof.

Donna Lindell

EXECUTIVE SUMMARY As of May, 2013, 23% of total internet usage time is dedicated to social media and blogging. HAHN Investment Stewards needs to tap into this slice to maintain relevancy and their clientele as well as attract new clientele in the future. Under this plan, the executives of HAHN will be slowly integrated into social media by introducing them to video-blogging, twitter, facebook, linkedin and blogging step by step. This will allow the company to update and inform a broader demographic on their practices, build awareness of their brand and become thought leaders by engaging in conversations with consumers and industry professionals. VISION To revolutionize the industry of customized portfolio management MISSION To manage global, balanced ETFs through the combination of index investing ad active portfolio management BUSINESS GOALS 1. 2. 3. 4. Maintain or exceed current financial targets Maintain relevance in business practices Maintain current clientele Attract new clientele

BUSINESS PRIORITIES 1. Stay connected and increase connections via social media followers 2. Engage in business conversations via social media and, by doing so, increase awareness and loyalty 3. Create an interactive platform for consumers to access HAHN quickly and easily COMMUNICATIONS OBJECTIVES 1. Introduce HAHN executives to social media 2. Increase engagement with younger clientele by creating accounts with twitter, facebook, youtube and linkedin 3. Provide learning tools to investment newcomers via webinars 4. Build brand loyalty by reaching a target of followers that equals or exceeds competition COMMUNICATIONS PRIORITIES 1. 2. 3. 4. 5. Create educational and thought-provoking webinars Provide information and updates through a twitter account Engage consumers in conversation through facebook page Maintain conversation by creating blogs for all levels of management in HAHN Become a thought leader and display industry influence by posting industry and HAHN updates, connections and information on linkedin profile

KEY MESSAGES 1. Investment and portfolio is relevant to youths futures 2. HAHN Investment Stewards understands the market is the best guide to the investment world 3. HAHN Investment Stewards are thought leaders and industry influencers TARGET AUDIENCE Demographics We will target youth who have entered the Global workforce, aged 20 to 30 but have not spent enough time to become experienced in financial management. They will be middle to upper class and will likely have completed or are completing a post-secondary degree. Being young and fairly inexperienced in the workforce, many will have little education surrounding investment and the financial world. This provides an opportunity for HAHN to step forward as an easily accessible and guide via social media. Because of the recession, many youth are currently unsure of their financial futures. This opens them to investment opportunities that will allow them to earn money for a more secure future. Psychographics The target audience is educated, middle to upper class and therefore has grown up with the internet and social media. They have a continuous stream of information coming to them from computers, mobile phones and other media. The constant barrage of media provides an opportunity: easy access to the consumer. By reaching out to a younger clientele on their terms, i.e. through social media, HAHN places itself as a business that understands its consumer and is easily accessible. RESEARCH Research will be done using the following methods. Focus groups Focus groups will be conducted to address the current level of awareness and knowledge of the HAHN Investment Stewards, global ETFs and portfolio management. Once analyzed, this data can be used to determine what our tactics should focus on and the rate at which we send out tweets. There will also be focus groups to discuss issues and current attitudes among our target audience towards investing so that we can alter the flow and mood of our content to suit the intended audience. Competition We will find what other investment organizations are doing through social media and see how successful they are. For instance, if one organization has many followers and interactions on twitter, what are they doing to create their presence?

TACTICS Webinars Since many youth have recently entered the Global workforce, many have little education, understanding and experience in the investment and the financial world. Through simple five minute webinars, HAHN will place itself s a learning tool and potential agent in the future. Webinars will be five minute videos featuring spokespersons from HAHN. Each person will tackle a different subject about finance and investment from the most broad, basic concepts, such as what is investment, and, what is a portfolio? to complex ones such as, sustainability, and draw-down risk in ETFs. Webinars will also include moderated comment sections and forums in which viewers can engage in conversation about the videos, increasing interactivity with HAHN. Webinars will be posted on the HAHN website, youtube and facebook. On youtube, 6 billion hours of video are watched every month, attracting more viewers than any cable television channel. Some of those hours should be going to HAHN webinars. Twitter account Over 50% of twitter users mentions and promote brands through their accounts. 64% are more likely to buy from or work with an organization that they follow on twitter. Creating an account will not only interest a younger clientele but also current target audiences as research suggests that person 55-64 years old are currently the fastest growing demographic of twitter users. We will create an account for Hahn Investment Stewards, @HAHNInvest, and a business account for Clevel executives. The first account will tweet updates and events concerning Hahn investments, such as publication announcements and investment conferences. It will also tweet about new webinars, with links and forums for conversation. Executive accounts will feature 140 character thoughts and conversations about current industry practices and news. It is important that executives understand that this is not a personal twitter account, and while they are encouraged to reflect their personality in their tweets, they must be aware of the public nature of social media and maintain confidentiality of their consumers and private lives. Sample tweets for company twitter: CIO Wilfred Hahn breaks down the fundamentals of investment in our new webinar: tinybit.url/555 How has portfolio management changed in the past 20 years? What would you say? Sample tweets for personal twitter: Just got out of a board meeting with [twitter handle for another C-level officer]. Exciting new prospects for ETFs and @HAHNInvest! Just read an interesting article about ETFs. I think it might need some work; ignores global trade policies. Ow.ly/555

Facebook page Facebook is currently the most viewed website in the world and 74% of people in a recent survey cited facebook as a key influencer in purchasing decisions. 51% are more likely to buy from or work with organizations that they follow on facebook. The 45-55 year old demographic is currently the fastest growing on facebook and therefore creating a webpage will not only help bring in more clientele, it will also maintain the loyalty of the current target audience. A facebook page is a simple and free way to build awareness and provide very condensed information about your organization. Because of this and the millions of users on facebook including a younger clientele and current clients, a facebook page is a must. The facebook page will provide condensed information about HAHN Investment Stewards. For clients who have little time or are constantly barraged with information from the internet, this is ideal. It will suit a shorter attentions span by delivering the bare bones of the organization as well as providing links to more information of the actual HAHN website. The facebook page can also host webinars, quote tweets and engage in direct conversations with consumers, making HAHN accessible to a broader audience. Blog As of 2013, 60% of consumers feel more positive about an organization after reading blog content and 78% believe that organizations that blog are interested in building better relationships with their consumers. At about 53%, the most active demographic is 21-35 year olds. This makes such a simple thing as blogging a necessity to HAHN. For consumers who want more detail into the thoughts of HAHN, a blog should be created for representatives of the company. No more than three writers should be using the blog, as that would create confusion. Blogs about industry practices, how to manage portfolios and extensions of the webinars created should be posted and signed by the companys spokespersons at the bottom of each post. One of these people will have to be C-level, to create authenticity. Blog posts should be between 300-700 words long and discuss, in depth, industry news and HAHN practices. LinkedIn Every professional and organization needs to have a linkedin account to maintain relevancy in todays business world. Linkedin is essentially facebook for business, where people can browse information about an organization, its employees and consumers as well as see a professionals resume and experience. Most linkedin users are young professionals and older executives with post-secondary degrees and management positions, with over 50% of individuals making business decisions for their companies. The average age of linkedin users is 41, showing that HAHN can attract new consumers and maintain older ones by creating a linkedin presence. Linkedin also increases an organizations thought leadership by allowing users to post articles and updates about their current industry. Links to HAHNs new releases, webinars and updates can be posted here to increase presence and followers.

EVALUATION Evaluation of this plan will be done using the following methods to gather numerical data. Consumers and targets Has HAHN hit or exceeded their financial targets by increasing their consumer base? Following and hit counts How many followers does HAHN currently have on each platform? Is it equal to or more than its competition? How many retweets, shares or quotes appear on each platform for HAHN? Has the average hitcount per day, week and month changed for HAHNs website? Has it increased and, if so, by how much? Are people being directed to the webpage via twitter, facebook, youtube, linkedin or the blog? Engagement Of those followers, how many are actually engaging with HAHN and how many are observers as opposed to bots, automatic followers, or disinterested parties? How many comments do the webinars and blog posts receive? What is the overall tone of the engagement negative, positive or neutral? Focus groups Repeat the focus groups with individuals from the target audience. What is the mood of this target demographic toward the industry and HAHN? Have their concerns been alleviated? Are they now more aware of the industry and HAHN?