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Marketing Exec Bruce Johnston Says Social Media Will Revive Mutual Fund Sales
Two major influences fueled his thinking: prolific blogging of his friend, Scott McKain, and the promise of social metrics

New Media on Ulitzer

Last year, as imploding credit markets roiled the economy, mutual fund organizations throughout the country took stock of their revenue prospects.

It was clear that a change or two was in the wind at Denver’s Old Mutual Investment Partners, too. For Chief Executive Officer, D. Bruce Johnston, one more change was clear: He wanted to do something different.

From thought leadership to measuring results
Two major influences fueled his thinking: The prolific blogging activity of his friend, the best-selling author of The Ultimate Client Experience, Scott McKain and the promise of social media metrics and analytics in measuring the success of advisor value-added programs. After serving as a C-level executive at Conseco Funds, Garthmore Funds, Sentinel Funds and Old Mutual, he wanted to take a closer look at the role of social media in transforming business strategies in general and mutual fund distribution in particular.

Bruce shifted his family to Tuttle, Oklahoma where he started networking, interviewing industry thought leaders and practicing the social media arts. In short order, his blog, DBJ Associates became a rising source of reliable social media information for the relatively slow-to-adapt financial services industry.

He also completed a program to provide vigorous, aggressive third-party blogging support to an RIA who wished to attract interest in tax planning themes during the dog days of summer.

Bruce continued, “Social media in the form of social networks, online communities or blogs will become more and more a routine part of marketing, sales and distribution. That’s where the future is headed.”

Read the original blog entry...

About John Drachman
Businesses and professionals who need help telling their story have been coming to John Drachman and the team members of AlphaSegment for 10 years. An award-winning writer, I head up a full-service marketing team dedicated to the business community, especially financial advisors and other entrepreneurs. I bring a broad understanding of the strategic challenges companies and their clients face to every creative assignment.

We also provide a complementary capability to other service providers such as advertising agencies, public relations firms and distributors who need additional hands and expertise for a project.

Each of our independent writers, researchers, planning strategists, designers and web developers has more than 15 years of professional experience, primarily in the financial industry.

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