THOUGHT LEADERSHIP DEVELOPMENT
M&G approached us to support them in developing the blogging platform for Bond Vigilantes, a digital initiative to get some of M&G’s most opinionated professionals – their retail fixed interest fund management team – to share their views and disseminate the team’s thought leadership into the market and among the financial opinion formers.
Given M&G’s need to engage its busy professionals to provide regular and timely content, we devised a series of participative workshops, working closely with the blog’s future contributors alongside the firm’s digital and marketing teams.
AGILE ENGAGEMENT PROCESS
Following an agile methodology, we placed key stakeholders front and centre of the UX design and development process, providing them with high visibility on progress and prioritising feedback to be built into each platform iteration.
Our technical solution involved the implementation of a multi-site install of WordPress to allow for the separation of content in multiple languages, enabling each country office to have content localised to their region. This approach also allowed regional teams to have control over their own section, without impacting other site users, while the underlying architecture has enabled M&G to continue to develop the platform together with its design partners.
Bond Vigilantes members have blogged about all key industry topics, with social amplification occurring on M&G’s dedicated Twitter and LinkedIn accounts. Bond Vigilantes has proved to be a huge success among its subscribers and has become a reference point for other AM firms wishing to project thought leadership through social media.
M&G also engaged us to develop their iView platform, a premier investment channel for live and interactive commentary providing thought-leading documentaries and fund-specific video and audio content to investment professionals. iView has since become instrumental to the firm’s ongoing efforts to support and develop its intermediary ecosystem.
Industry-leading social engagement
Bond Vigilantes is widely regarded as a benchmark for social media engagement in asset management
The project achieved high levels of internal buy-in from investment professionals, contributing to its success
Support for intermediaries
The iView media platform provides a central information resource for the firm’s intermediary network and its wider ecosystem