Putnam Investments ranked #1 for digital engagement with financial advisors

BOSTON, October 31, 2016Putnam Investments has been ranked the #1 digital engagement leader for financial advisors, brokers and other intermediaries by DST kasina, LLC, a provider of data-driven insights and distribution solutions to financial companies around the world. Putnam was recognized for industry-leading engagement across a host of influential digital channels, involving high-profile use of its “socially active” CEO Robert L. Reynolds, effective web integration of the firm’s award-winning fund comparison tool FundVisualizer, and Putnam’s unique performance data visualization.

Putnam’s selection is part of DST kasina’s first ever industry study of “Digital Engagement Leaders 2016,” a report series looking at a broad range of digital interactions that asset managers have with advisors — and evaluates how effectively they provide: personalized, relevant information; an invitation to interact; what’s unique about the firm and its products; ease of doing business; and consistent, high-quality user experiences across devices.

“The digital revolution that began two decades ago is continuing to transform how financial services firms interact with their clients, partners and other stakeholders,” said DST kasina President Steven Miyao. “Putnam has been a leader in engaging the advisor community through full use of its digital ecosystem and thinking more broadly about the significance of omni-channel communications to best serve the marketplace.”

The DST kasina ranking is the latest recognition of Putnam’s commitment to supporting its advisor partners. Earlier this year, the Mutual Fund Industry Awards presented Putnam with its first-ever Social Media Leader of the Year Award. In 2015, Putnam was ranked first in DST kasina’s evaluation of the industry’s leading advisor websites.

In discussing the DST kasina study, Mark McKenna, Putnam Head of Global Marketing said, “Utilizing the full breadth of digital capabilities — threading all components together in a complementary manner — is becoming a marketplace imperative in our industry. Putnam recognizes that websites, blogs, emails and social media — working in harmony — can create a powerful formula for highly effective two-way communications with advisors to help address their array of needs.”

About the Study
The DST kasina study is based on proprietary methodology to evaluate asset managers’ efforts to engage advisors on and across the most influential digital channels–the advisor website, email, LinkedIn, Twitter and blog–as well as both desktop and mobile devices. The study evaluated 31 small-, mid- and large-cap firms ranging from $92M to $2.6T during July-August 2016 and examined which firms provided industry–leading digital engagement, including: personalized content and product recommendations; use of social platforms to build relationships with advisors; best practices for email engagement; leveraging digital channels and devices to differentiate their brand; and providing an overall “easy to do business” experience for advisors.

About DST kasina
DST kasina, LLC, helps leading companies in the financial services industry manage data, gain insight, and ignite change in their business. Through effective use of advanced analytics, research, and distribution intelligence technologies, DST kasina enables business to better understand, predict, and optimize key business factors impacting their asset growth and profitability. For more information on how to leverage DST kasina’s strategic advisory services, visit www.kasina.com.

Putnam Investments Congratulates Brendan Steele on Winning Inaugural Event of 2016-17 PGA Tour Season

BOSTON, October 17, 2016Putnam Investments, congratulates professional golfer and Putnam Performance in Motion marketing partner Brendan Steele on a dramatic, final round win at the Safeway Open, the first event of the 2016-17 PGA TOUR. Steele shot a seven-under-par 65 final round in rainy weather, including birdies on his final three holes.

“It was thrilling to watch Brendan Steele win the Safeway Open golf tournament, particularly with his relentless spirit, which allowed him to come back for a final-round victory,” said Putnam Investments President and Chief Executive Officer Robert L. Reynolds. “Brendan’s victory showcased his talent, skill and determination — key attributes that drove his success under intense competition. Putnam is proud to be associated with such an outstanding professional, who embodies many of the very best aspects of his sport.”

Steele, 33, secured his second PGA TOUR win, following a victory in his rookie season at the 2011 Valero Texas Open. By winning the first PGA TOUR Tournament of the year, Steele automatically qualifies for the 2017 Masters, the 2017 PGA Championship, as well as all PGA TOUR events through the 2018-2019 season. He also secured 500 FedEx Cup Points and is the early leader for the PGA TOUR’s season-long championship.

Mark McKenna, Head of Global Marketing at Putnam Investments, explained that Steele and fellow PGA TOUR golfers Keegan Bradley and Jon Curran — who also had strong showings at the Safeway Open — have been important brand ambassadors for the firm through its Performance in Motion program. Putnam has been affiliated with Bradley since 2011 and added Steele and Curran to its roster in 2014.

The three PGA TOUR professionals participate in Putnam’s advertising, social media efforts and overall support of global marketing initiatives. In addition, the golfers sport Putnam-branded competitive clothing and participate in year-round events sponsored by the firm.

Putnam Investments: Performance in Motion
The partnerships with PGA TOUR golfers Brendan Steele, Keegan Bradley and Jon Curran are part of Putnam Investments’ Performance in Motion marketing strategy that draws upon sports that appeal to its advisor, institutional and investor audiences. As part of this effort, the firm works closely with teams and athletes who best personify Putnam’s focus on performing at the highest level. Putnam’s other Performance in Motion marketing partners include Olympic gold medal-winning skier Ted Ligety, the U.S. Ski Team and U.S. Snowboarding, the Boston Celtics, the New England Revolution soccer team and the four-time Super Bowl-winning New England Patriots. For more information, visit www.putnam.com/performanceinmotion.

Putnam Investments study finds extremely broad–based and increasingly sophisticated use of social media by financial advisors

BOSTON, October 13, 2016 — In one of the largest known surveys of financial advisors — over 1,000 professionals nationwide — on the use of social media in their business practices, the Putnam Investments 2016 Social Advisor Study found that 85% of advisors — up from 75% in 2014 — are actively using social media in their day-to-day work, and they continue to become more sophisticated in their use of multiple social networking platforms for business.

In addition, the study found that advisors gaining new clients via social media has grown from 49% in 2013 to 80% in 2016. Further, 85% of advisors agree that social media has shortened the time to close, compared with traditional approaches.

“The use of social media by the financial advisor community has matured to a level where it is ingrained in how business is conducted and how professionals communicate with their clients and prospects,” said William T. Connolly, Co-Head of Global Distribution, Putnam Investments. “In our ongoing dialogue with financial professionals, it is eminently clear that social media’s role as a critical conduit for advisors in reaching the marketplace is going to continue to deepen and evolve for the foreseeable future.

Connolly indicated that Putnam first embarked on what has become an annual research initiative several years ago in order to provide deep insight to advisors nationwide — at wirehouses, independent broker-dealers, banks, insurance companies and RIA firms — on the increasing importance of social media to their business practice and ultimately to better serving existing and prospective clients.

In further discussing the 2016 study, Mark McKenna, Head of Global Marketing, Putnam Investments said, “Our research indicates that not only are a huge swath of advisors using social media in their practices today, they are actively combining their professional and personal presence on multiple platforms to further develop and strengthen their client relationships.”

McKenna pointed to the continued growth of the more personally-focused Facebook platform which is being accessed by advisors in their ongoing work with clients. Facebook’s usage for business among advisors has risen from 36% in 2014 to 54% today, while usage of LinkedIn for business has grown from 64% in 2014 to 73% this year.

Other Critical Findings
The study yielded other notable insights for advisors using social media for business, including:

  • 80% of advisors using social media say it helped them gain new clients
  • The median AUM (or asset) gain through social media is $1.9M, with the average gain at $4.9M
  • 56% of advisors report that social media has improved their efficiency a great deal
  • For advisors with AUM of $100M or more, 35% report that social media plays a very significant role in their marketing efforts and 82% have used social
  • media to gain clients, with a median gain of $4.7M and an average gain of $8.3M

Attributes of a “Social Advisor”
The Putnam Investments research reveals the following profile of the typical financial advisor gaining assets through social media:

  • 43 year-old advisor working at an independent broker-dealer
  • Has 10 years of experience
  • Runs a book of business of $92 million (median)
  • Active on social media networks daily

About the Survey
The research, conducted online in conjunction with Brightwork Partners LLC, included 1,018 financial advisors nationally who have been advising retail clients for at least two years. The study was conducted in July 2016. The results of the survey can be found at putnam.com/advisorsAREsocial.

About Brightwork Partners LLC
Brightwork Partners is a specialty research and consulting firm focusing on distribution strategies for retail asset managers and providers of defined contribution services. Founded in 1999, the firm conducts custom and multi-client research among advisors, consultants, plan sponsors, third party administrators and participants on behalf of major providers in the industry.