TJM Brokerage by Gianna Scatchell

Interactive Media Example Can be used for several marketing channels. (Print, E-Mail, Website, etc.

Expertise. Integrity. Service.

Firm Overview

TJM Institutional Services

TJM Institutional Services, LLC and TJM Investments, LLC offer front, middle, and back office services that help institutional customers, large and small, access the global financial markets. We provide expertise in the execution of futures, equities, and equity options contracts. From our management team to the trading desk to our IT professionals, TJM has earned a reputation for outstanding attention to detail and customer service.

History

Services

Technology

Established in 1995, we have built a thriving global futures and option execution operation, with a great deal of expertise in exchange-traded products. Through a dedication to customer service and relationship building, TJM’s operations grew over the next decade to include more than 70 employees in New York and Chicago. TJM has execution teams on the floor of the Chicago Mercantile Exchange, the Chicago Board of Trade and the Chicago Board Options Exchange.

Meeting the trading needs of hedge funds, insurers, pension funds, and Fortune 500 companies, TJM offers a broad range of customized front-, middle-, and back-office services. Our brokerage desks execute on futures and equity exchanges globally, with access to both the electronic and open outcry markets. Through our relationships with multiple clearing and prime brokers, we tailor our clearing and trade reconciliation services to each client’s unique needs.

Having access to the best technology is also critical in today’s markets. TJM offers a comprehensive range of IT solutions that support and complement our customers’ trading activities including the design and implementation of trading network infrastructures, server rooms, and trading rooms; data center and server builds; office relocations; and hardware selection, procurement, and installation.

“TJM’s success is attributable to keeping a clear focus on exceeding customer service expectations and our commitment to operating with the highest integrity.” 2 | tjmbrokerage.com

Firm Overview

Full-Service Brokerage

Technology Leader

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Innovation

Technology

Experienced Team

Customized Solutions

Arcis incorporates a rigorous quantitative process that helps us differentiate manager skill from luck. We often combine the quantitative process with qualitative factors to make our final decision to add a manager to a portfolio. Our research goes beyond how many Morningstar Stars or Lipper Leaders a fund receives. We deconstruct all aspects of a fund and look at many things including:

Through strong working relationships with third-party software providers, TJM also supports a variety of trading systems and even offers direct connectivity to selected exchanges. Our services include, but are not limited to:

How well does a fund track the benchmark, and if the fund deviates from its benchmark does it add value. How do the funds expenses compare to other similar funds, and does it add value over an inexpensive passively managed ETF or mutual fund. We often times will look at the qualitative factors of a fund manager before making the final decision to add that fund to a portfolio.

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Network Infrastructure

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Software Applications

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Smartphone Support

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Telecommunications

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Information Security

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Disaster Recovery

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Data Processing

“Having access to the best technology is crucial to remain competitive in today’s financial marketplace.” 4 | tjmbrokerage.com

Innovation

TJM offers a comprehensive range of customized technology and infrastructure solutions that support and complement our customersâ&#x20AC;&#x2122; trading activities.

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Compliance A Summary of FINRA’s Current Social Media Policies STATIC CONTENT REGULATION FINRA considers static postings to constitute “advertisements” under Rule 2210. As with other Web-based communications such as banner advertisements, a registered principal of the Firm must approve all static content on a page of a social networking site established by the firm or a registered representative before it is posted.* It is also necessary to keep records of all content and changes made.

Examples of Static Content:

Website content Social network profiles Social network background images The majority of social media usage will fall under interactive content as participation in social media is essentially contributing to the conversations taking place in social networks. Prior principal approval is not required under Rule 2210 for interactive electronic forums however firms must supervise these interactive electronic communications under NASD Rule 3010 in a manner reasonably designed to ensure that they do not violate the content requirements of FINRA’s communications rules. Additionally, firms must retain records of all communication via social networks as required by Rules 17a-3 and 17a-4 under the Securities Exchange Act of 1934 and NASD Rule 3110.*

Examples of Interactive Content: Blog posts Tweets Facebook status updates LinkedIn updates

Comments Instant messaging Webinars

SUITABILITY Social Media networks provide firms the opportunity to engage with and provide value to their clients and prospects. They are not a place to advertise and push product however if a firm or its personnel decides to recommend a security through a social media site they must be in compliance with NASD Rule 2310 regarding suitability. Rule 2310 requires a broker-dealer to determine that a recommendation is suitable for every investor to whom it is made. * FINRA’s Guide to the Internet for Registered Representatives, SEC’s Rules Under the Investment Advisers Act of 1940, FINRA Regulatory Notice 10-06

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Engagement

Why Does My Business Need Social Media? Why Social Media for Financial Firms? Before Google, the primary way a prospect could get information about a company was by engaging directly with a sales person. Marketing focused on brand building and awareness, using mass advertising, tradeshows, PR and print media. Direct mail and cold calling made up the majority of targeted interactions, and marketers passed all new leads – hot or cold – to the sales team for follow-up.

Because prospects are more likely to click-through to third-party reviews or blog postings to get word-of-mouth recommendations, search engines rank these sites higher (which in turn makes social content more accessible). If these social media leads do find their way to your company website, they will typically contact your company only when they’re ready to engage with sales. In this way, social media leads present a unique lead nurturing challenge, and a huge opportunity at the same time.

With the arrival of Google in 1998, B2B companies started to focus on search engine optimization (SEO), pay-per-click (PPC) advertising and e-mail marketing to drive traffic to their website; then created content such as whitepapers and webinars to convert traffic into leads. The best marketers realized that their leads were often sent too early to sales, and invested in lead scoring and lead nurturing to find the hot leads and develop the rest. Today, marketing through SEO, PPC and e-mail are still very much a part of the marketing mix, but social media sites such as Twitter, LinkedIn, YouTube and SlideShare drive a large portion of the B2B interactions on the web. According to Forrester Research¹, 77% of B2B technology decision-makers are active in social media

What does this mean for B2B companies? As online activity shifts to social media, marketers keen to build brand, buzz, and awareness – and generate leads – are reallocating investment in social media, search engine optimization, and content marketing instead of mass advertising and traditional PR. At the same time, lead nurturing is evolving to include early relationship building with prospects. It starts by sharing relevant information across a variety of social media channels before they ever give you their names. These changes are already having a positive impact on lead generation, but measurement of ROI remains a major challenge. tjmbrokerage.com | 7

Tactical Strategy Blogging Short term objectives: • Increase recognition • Insert actions to be taken here • Example: X number of posts • Blog publication schedule • Add RSS button • Increase engagement • Insert actions to be taken here • ie. Encourage comments, forum pages, etc.

Key Metrics: • Number of posts • Audience growth- unique and returns • Conversation rate • Conversions • Subscribers • Inbound links • Technorati, Alltop, and other directory listings • SEO Improvements

Social Networks - X hours daily/weekly/monthly Facebook Fan Page: • Insert strategy here • Items like create a group, encourage interaction, create content • Also, participate in others groups LinkedIn: • Insert strategy here • Items like create a group, encourage interaction, create content • Also, participate in Q&A, other groups, etc.

Google +: • Insert strategy here • Items like create a group, encourage interaction, create content • Also, participate in Q&A, other groups, etc. Key Metrics: • Referrals from social networks • Friends on Social Networks

Microblogging (Twitter) - X hours daily/weekly/monthly • Compile list of company Twitter users • Promote company blog post through corporate account • Communicate support issues from social media to support team, ensure follow-up • Build reputation • Promote other social networking activities/sites through Twitter Key Metrics: Friends/Followers • 2nd-order followers (follower’s follower count) • Velocity - avg. of first-and second-order followers attracted per day since the account was established • Social Capital - influence of twitter followers • Centralization - how much influence (reach) is invested in a small number of followers • Pages ranking on key terms from microblogging sites 8 | tjmbrokerage.com

Tactical Strategy

Online Video- X hours daily/weekly/monthly Short-term Goals

Key Metrics

• Update videos on social video sites and link to core site • Youtube • Facebook • Create video series for Youtube

• Referrals from social video sites • Views of videos on social sites • Pages ranking on key terms from Youtube

Podcasting - X hours daily/weekly/monthly Short-term Goals

Key Metrics

• Create list of podcast directories • Repurpose webinar content when applicable for resource section, promote through podcast directories • Record relevant phone conferences for use as podcasts, promote through podcast directories

• Referrals from podcast directories • Views of podcasts if hosted on podcast sites

Bookmarking/Tagging- X hours daily/weekly/monthly

Short-term Goals

• Post key thought leadership (resources and blog posts) • Delicious • Sphinn • Reddit • Digg • Stumbleupon • FriendFeed

• Referrals from bookmarking/tagging sites • Pages ranking on key terms from bookmarketing sites

Tracking Tools 1. Facebook Insights 2. Hootsuite Owl.ly Summaries 3. YouTube Insights

4. Google Analytics 5. Google Analytics

Additional Measures to discuss • Train sales about better use of social media • Create company social media policy • Discuss social media policy with SEO and SEM traders • Consider claiming Vanity URL for selected TJM verticals tjmbrokerage.com | 9

Roadmap

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COMPLIANCE

Cheat Sheet Blogging Your blog can be one of the most powerful marketing assets – if you stick to the topics your prospects and customers will find most compelling and avoid the hard sell. A blog adds a human touch, especially when a blog has several contributors and it also lets you focus on your prospect’s agenda instead of yours. It can be a great idea to try and get participation from leaders in your organization. Not only will this diversify your blog content, but it will also bring more visibility to your key thought leaders. Additionally, a blog is great to make sure you keep up with your content marketing mix, as the format is more conducive to quick, easily digestible posts. Blogs boost your organic search engine by adding pages to your site and encouraging inbound links. Blogs give you a greater chance of showing up in the right search engine results. They also give other sites a reason to link to you, increasing search engine rankings.

t IPS ON HOW TO WRITE A KILLER BLOG POST 5

1. Make a list. One of the simplest B2B blog post concepts can be the most effective: list posts. Think “25 Must-Read Email Marketing Resources,” “15 Influential Leaders in Search Engine Optimization” or “30 Can’t Miss Social Media Conferences.” List posts are effective because they are easily scanned. Plus, readers know exactly what they’re getting simply by viewing the headline – influencing many to share the content with their social networks even before clicking through themselves. List posts can also effectively attract inbound links. For example, with the “15 Influential Leaders in Search Engine Optimization” post, thought leaders profiled are likely to link back to the post from their own blog or corporate website. 2. Write the unexpected. Tips and checklists are popular blog formats, but to create a post that truly stands out, write a reverse tips or checklist post. For example, instead of “10 Ways to Improve Deliverability on Your Next Email Campaign,” try writing “Top 10 Ways to Get Flagged as Spam.” When it all boils down, both posts offer similar takeaways: how to ensure your emails reach subscribers’ inboxes. The reverse post concept may be even more successful at attracting readers and inbound links, thanks to the “shock” value. 3. Play off current events. Relating B2B blog content back to current events can help make posts relevant, timely and interesting. For example, an event planning software company could leverage a news item about the Summer Olympics on its blog. A post could discuss the planning element of the largescale event, and tie in the company’s business offerings.

4. Leverage someone else’s thoughts. Thought leader interviews make great content for B2B blogs. At StrateGIA, we have used this concept on many occasions where top influential have provided insight on a range of B2B marketing topics. Leveraging the insight and opinions of respected industry leaders not only provides interesting, relevant content for readers; it can also position your B2B organization as a thought leader.

TECHNIQUE • Establish a corporate blogging strategy that includes overall goals and success metrics • Identify and recruit blog contributors in your organization • Blog with your keywords in mind—at StrateGIA we use a Top Keyword spreadsheet to help guide our efforts • Link to your blog from other pages on your corporate website • Respond to blog comments within 24 hours and make sure all of your bloggers are aware of and abide by this rule • Remember your content mix—include content that is diverse • Encourage your readers to participate by including calls to action at the end of each blog. At StrateGIA, we often ask readers to participate and answer questions • Make sure your content is easily digestible for your readers by including bullets or top 10 lists

5. Use stats, poll results or other research. Research-driven posts – whether based on an in-depth research report or a less formalreader poll – are another killer element for B2B blogs. B2B organizations can leverage their own research, or that of other groups. The benefits of research-driven posts are twofold: First, byte-sized statistical information is simple and quick to read. Secondly, it’s easily sharable via social networks.

Quick Tip A key thing to keep in mind is ensuring that your blog content is always relevant to your audience. Make sure you are focusing on pain points and that your posts are always relatable. Additionally, if you can tie in tjmbrokerage.com | 11 something emotional that will really strike a chord with your prospect, he or she will continue to come back for more insight.