IFIE 2013

SOCIAL MEDIA & INVESTOR
EDUCATION IN TURKEY
Alparslan Budak
Assistant Secretary General
IFIE, Toronto
21 June 2013
IFIE 2013
Financial Education aXiyon Team
 Voluntary industry professionals and our Association’s staff
The members are
experts in the fields of;
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Behavioural Finance
Social Psychology
Public Relations
Education
Wealthy people, wealthy family, wealthy country!
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What Has Been Done? What Hasn’t?
What Has Been Done in Turkey?
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Publication of training and awareness materials
Web sites by the regulator and the exchange
University visits
Meetings with women
Essay contest for primary and high schools.
What Hasn’t?
• Limited participant interaction
• Usually passive learning tools
• No social media
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Aims and Outline of the Program
aims at;
• developing a wide awareness and investor education program,
• encouraging people to think about saving and investing,
• giving messages to target groups on social media.
has the approach of;
• integrating «behavioural finance» components into investor
education projects.
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Investing
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Why Internet? Why Social Media?
 Turkey’s Population: 76 million
 Average Age: 28.5 years (50% of population <30 years)
 Internet Users: 36.5 million (June 2012, 48% penetration)
 Global Rank: 15th largest country in terms of internet users
 No. of Facebook Users: 32 million (42% of population)
 No. of Twitter Users: 10 million
 Hours Spent Online: 33 hours/month
 Facebook Time: 10 hours/month
 Video Time: 15 hours/month
 Video Watchers: 90% of internet users
 Number of Videos Watched: 144 videos/month, per person
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Takeaways
Observations
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Young society (though aging!)
People are online
They spend time on facebook
They like to watch videos
Takeaways
• Go where the people are, don’t invite them to where you are!
• Talk to young people in their own language
• Get more visual
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Method: Online and Social Media
Facebook
Instagram
SlideShare
Twitter
Paramve
Ben.org
LinkedIn
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Youtube
Paramveben
.tv
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Content
Paramveben.org
Financial Education Materials of the Association
Saving
Investing
Private Pensions
Post-Investment Period
Paramveben.tv
Financial Education Videos of the Association
tspakb.org.tr
Association’s official web site
yatirimyapiyorum.gov.tr
Investor Education Portal of the Regulator
bilincliyatirimci.org.tr
Investor Education Portal of the Exchange
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«My Money And I» Web Sites
www.paramveben.org
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www.paramveben.tv
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«My Money And I» Social Media
Facebook: ParamveBen
Youtube: ParamveBen
Twitter: @ParamveBen
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Social Media – Messages
 Having a cup of
coffee everyday
or having a cup of
coffee in your
new home?
 5 TL saved on a cup of coffee
everyday, adds up to 1,800 TL a
year, 18,000 TL in ten years.
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Social Media – Messages
 Do you want to see your children in fancy clothes,
or do you want to see them in graduation robes?
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A Super Hero: One Man!
 TL 1 with a moustache.
 Born in Istanbul in the
Turkish Mint.
 A super hero giving
advice on money
matters.
 When I am alone, you may
despise me. But when I am
with millions of my friends,
you adore us.
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Bill of Investor Rights
 Bill of Investor Rights issued
in April 2013.
 Circulated it to all market
institutions and members,
requested them to send to
their clients.
 Became news on the national
media.
 Published on our web sites and
facebook.
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Videos
 Videos emphasise savings and investments.
 Videos are on ParamveBen.tv, Facebook and YouTube.
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Results
 In 3 months, 15.000 «likes» on our facebook page.
 Our first video received 1.750 «likes» in 2 weeks.
 Our first video «shared» by 1.450 fans in 2 weeks.
Profile of our Facebook Fans:
 63% male, 37% female (country average is 65%-35%).
 85% younger than 45, 68% younger than 35.
 21% live in İstanbul, 6% in the capital Ankara (roughly in
line with population distribution).
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Planned Projects: Photography Contest
 Photography Contest on Facebook
 For Me Saving Is…
 Open to everyone uploading
pictures on our facebook page.
 Top 20 photos will be elected by
public voting.
 Top 20 will get a 1-day training
and a book.
 Top 3, elected by us, will get
monetary awards. (1st prize
2.800 $, 2nd prize 1.700 $, 3rd
prize 1.100 $).
 Photos will be published on
paramveben.org and Facebook.
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Planned Projects: Short Film Contest
 Short Film Competition
 Camera in Your Hand, Future in Your Pocket
 Short films up to 3 minutes long.
 A professional jury will choose top 3.
 Top 3 will recieve monetary awards (1st prize 8.500 $,
2nd prize 5.500 $, 3rd prize 4.200 $).
 Movies will be published on facebook and also on the
video web site at www.paramveben.tv.
 Publicity on national media during launch of the
competition and during the award ceremony.
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Planned Projects: Edutainment Theatre
Combine education and entertainment.
The scripts will be written to increase financial awareness.
In cooperation with professional theatres and celebrities.
The plays will be staged in 10 cities across the country. If
successful, expanded into other cities.
 Free entry, but with tickets!
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Planned Projects: e-learning
 In discussion with an e-learning platform.
 We will provide content.
 The company will convert it into an e-learning program.
 Start with introduction
of basic investment
instruments.
 It will be available for
free for the platform’s
1.2 million subscribers
of professionals.
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Challenges
 Budget: Always a problem!
 Engagement: How?
 Easy to attract people to your page
 Hard to keep them there
 Hardest is getting a response from them
 Measurement: We don’t measure quality
 We don’t know what to measure
 We don’t know how to measure
 We don’t care! For now 
 High Ambitions: We want to do more!
 Get mobile, online games etc…
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Wrap-Up
 As the industry association, we have formed a group of
voluntary market professionals.
 We have started several projects on the internet and social
media, because our target group is on social media.
 We managed to reach a community representing the
population.
 Planned projects include;
 Photography contest on Facebook
 Short film competition
 Staging a theater play in different cities of the country
 E-learning
 We want to get mobile and develop online games & tools.
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Thank You!
Buyukdere Cad. No:173
1. Levent Plaza A Blok Kat:4
1. Levent 34394 Istanbul
Tel.: (90) 212–280 85 67
Fax: (90) 212–280 85 89
[email protected]
www.tspakb.org.tr