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1 Patricia Bowles Director of Communications and Investor Education, British Columbia Securities Commission, Canada Skill/Professional Development Workshop Presentation Notes; 2013 IFIE-IOSCO Global Investor Education Conference Slide 2: This video is one of our many online offerings that help people connect with the campaign online In one video, we show him at home in his expensive apartment talking to one of his victims. In another, he s teaching a seminar on how to run a Ponzi Scheme. It tells the story of our fraudster, David, and gives you a real sense of who he is. Can t do this in a 30- second TV ad. Let s watch. Slide 3: Campaign results Educate investors about fraudsters/victims stories (David & ethnic victims videos) YouTube/Fraud Watch page 52,775 visits and counting to BeFraudAware.ca (campaign site) $32,000 FB & Google ads ( ) = expanded audience, grew channels Facebook Ads= 18,535,898 impressions ( ) Search Engine Marketing = 269,781 impressions ( ) YouTube campaign video views = nearly 16,000 ( ) Facebook advertising plays a huge role in growing page went from 25 to our numbers now Search Engine Marketing is there to help people find the info when they are searching a topic Top search 5 terms are: Fraud 1,548 Report fraud 431 (increased 400% from year 1) Online fraud 216 Pyramid Schemes 134 Investment scams 100 Slide 4: Why blog? Longer form of writing than Twitter & Facebook, like a wiki for BCSC Investor Education It s on our website we host content, so we don t depend on Social Media platforms (audiences move around, dynamic) We push it out through Facebook automatically & tweet when a new blog post is available Blogger outreach in BC minimum success, lack of a voice in the Investor Protection area

2 What do we do with our blog Establishes a voice that is non regulatory most of the time We can focus on certain topics or subjects (Elder Abuse/Fin Lit/HYIPs) Majority of posts one writer, but others from department & BCSC contribute too There is an editorial schedule we create and adhere to throughout the year Slide 5: - Audience are listeners for the most part want info, don t like to talk about fraud, etc. - We can use traffic from blog posts (better analytics than FB, etc.) to determine editorial calendar, topics, etc Other Blog ROI Blog drives IR.org visits & visitors & engagement IR Blog = 22% to 25% monthly IR.org traffic Alerts & Watches we can react quickly & partner with Enf. on Alerts and CF or CMR on Watch Our call centre uses these posts to inform & answer public questions - High value comments & conversations (Enforcement cases opened) Helps SEO HYIP comments/questions from posts We have used blog to disrupt ponzi schemes, HYIP - People saying nice things, validating our work we have a permanent record of it Slide 6: Social media usage in Canada/internationally (video stats) (Twitter stats) Slide 7: BACKGROUND & WHY WE USE YOUTUBE Our oldest social media channel AD agency & in-house production going back to 2007 Like having our own TV channel 66 videos to chose from and counting Videos are searchable and available to people across BC simple & popular way to get message out Don t have to buy $$ media time we can put up more Fraudster aware videos STATS 47,090 views & 48 subscribers (Oct now) 26,049 views interactions (Oct now) Aprox. 10,000 views non-campaign (nearly 16,000 of which were campaign views) Slide 8:

3 YOUTUBE ROI We can embed it, and link to it on InvestRight or in other Social Media channels (Twitter, etc.) Staff play them at seminars and events Internet delivery Shows that we are out in the community (i.e. Viasahki event, RCMP video in Kelowna) Google/YouTube searches will bring up videos E-learning (Mobile app videos/scams in social networks/radio interviews) Slide 9: BACKGROUND & WHY WE USE FACEBOOK Reaching the right demographic 83.9% of likes are 45+ & 16.4% are Allows us to share blog, YouTube, events & photo - We can put up mini-blog posts quickly STATS Opened Facebook page in 2007 Advertising and activity has driven up audience substantially, we retain with content Facebook = 1,453 likes & 116 interactions (Oct 2011 to now) Slide 10: FACEBOOK ROI shares/comments/likes ( ) - Built for sharing, as are other SM networks - We are able to watch for scams & issue topical warnings by following others (listening) - Woman s recommendation on page = Enforcement referral. She was working in exempt market without registration - One woman spammed our page, I looked at her FB page and she may have been selling exempt securities illegally FB ads sent to CF or Enforcement Slide 11: BACKGROUND & WHY WE USE TWITTER Easy to publish/find news Many CSA/NASAA jurisdictions involved = good community Distribute BCSC news to investors Listening & publishing give us insight (BCSC issues/complaints/brand monitoring) We can live tweet to talk about an event or launch BG & STATS Twitter = 469 followers & 903 RTs/MTs,etc.( ) Opened channel in 2009, static until 2011

4 Bit of a missed opportunity ppl more discerning now = lower followers Slide 12: TWITTER ROI R. Carrick published story in the Globe and Mail (Canada s National newspaper) Local stories journalists watch Twitter for news ideas/tips (Vancouver Sun) Others talk about us in social media We ve caught emerging issues & conversations about our campaigncsa tweets/retweeting Act together in March during Fraud Prevention Month to tweet & raise awarenesss Twitter picture of Pat after Oct. 25, 2012 speech with partners Slide 13: Twitter image of Genius Funds disruption/use of blogging, tweets to disrupt combined with alerts Google search Example = people questioning the legitimacy of Genius Funds Promotional tweets still going out Others criticizing the action we took We ve caught possible scams We ve been able to refer a few cases to Enforcement based on complaints & watching our brand HYIP being promoted in BC that we turned into an Investor Alert People have sent complaints or pointed us in a certain direction using Twitter & our name Slide 14: Why? - We want to give people on-the-go protection/reporting through smart phones, etc. - North Americans moving toward mobile devices & tablets - We used stats from BeFraudAware to determine what to build (ipad & iphone top) - It is available as a mobile website too, and we are looking at Google Play & Windows stores What? E.g. Disciplined Person s List Report Immediately Warning Signs YouTube Videos Ken can give you a demo after our presentation What does it do & ROI? - Launched Oct. 30 = people were talking about it right away. - #58 in Financial Section of Apple Canada s App Store in February 2013

5 - We can look at analytics to learn things certain names being searched on Disciplined Persons List, for example - Lawsuit??