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IFP Slides Feb 2011


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Slides presented to Institute of Financial Planners SW Event - Feb 2011

Slides presented to Institute of Financial Planners SW Event - Feb 2011

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  • SM is rethinking the old marketing channels Inbound is the new termIts about conversations, listening and engagement
  • Social media can influence the Sales/NBD funnel. Taking Kotler’s Rational decision-making model. Lets look at how social media can affect the sales funnel from awareness to loyalty.Awareness stage Firstly you need to understand where your clients hang out online, and be there - join forums, blogs, communities etc. For example use twitter to see whose talking about financial planningLook at competitors, referral networks, local media twitter feeds and follow them. Use advanced twitter search or hashtagsResearch competitors products and services. Sign up to their RSS feedsUse as a broadcast message for your firm/yourself or your services. Make messages interesting, aim to get articles passed on, shared or retweetedInfluence here is highGive your prospective clients something their interested in. Give something away to draw people into your content eg blog, article webcast, etcOnce you have an idea for content, Repurpose it for different channels eg blog article, slides on slideshare, youtube ‘how to’ video etcDemonstrate your expertiseAlso about engaging in conversation, answer questions, join groups ask questionsInfluence here is highWhat can Social Mediado at the evaluation stage when weightingup others against your firmAsk on twitter why your clients use you, retweet then share their comments and use in offline materialsLook at questions being asked and offer answersRun Live Q&A webinar for exampleRefer clientsInfluence at this evaluation stage is medium, Your services need to stand up to scrutiny for potential clients to move down the sales funnelTrial StageAbout quality of service at this stages but SM can help champion good servicePut newbies in touch with existing advocate customersWhen articles downloaded etc contact them for feedback, do they need a case study on how it works, free trial etcInfluence here is relatively lowAdoption StageMainly p2p sellingQuality of sales forceLoyalty StageInfluence here very highCross sell and up sell oppProvide up to date reminders eg key dates, new services, new legislationDevelop 1 2 1 relationships with customers and deepen relationships, improve serviceSupport loyalty by helping customers out tweet links to customers or rewteet content, provide recommendations Deepening relationshipsEncouraging lock-inFantastic opps at loyalty stage for deepening relationship, increasing customer service.
  • Google blog search will help you find good blogs Then subscribe via RSS feed
  • Many are free!!
  • Website tips:Home page so importantDirecting visitors quickly to where they want to goDirect call to actionsEncouraging sign ups to contentSearch facilitySpecific landing pages (with page tags so we can track them are essential)
  • 126 million blogs listed on Blogpost (Jan 2010)Blogs goodWay to establish your firm and people as expertsChance to create your unique content and enhance websiteGreat SEO ranking and therefore awareness toolChance to develop relationship through commentsBlogs badTime intensiveNeed to have regular contentBusy blogospherePersonality and content very important
  • Use Blogs toPromote your blogEmail signatures
  • GoodEasy to useConnect to people through existing connectionsAllows you to integrate twitter, blog and websiteJoin groups to develop connections and share knowledgeQuestion and Answer to demonstrate knowledgePost public eventsBadSmallest of the Big Three social networksLess fun and harder to develop personalityJob seekers are more active on the site than those already employedProfessional site, so marketing messages are not always welcome.
  • Profile pictureGood headlineRegular updates – mine through my twitterfeedPublic ProfilePromote and link to website/blogs/twitter etcTarget 100% completeness
  • Recommendations - Don’t ask give to receiveConsider other applications such asReading listTwitter feedsEventsRecommendations
  • GoodPublic and instant = greater SEO exposureOpen forum - build a communityFans can “follow you” without you having to reciprocateQuick way to share links to contentUsers are very vocal, so if they are happy with your firm they’ll say soBad140 characters is challengingBusy with lots of “noise.” Stand-out very hardIncreasing spammersNeeds monitoring , poor customer service etc
  • Track through twitter buzz
  • Great way to explain a service, use for client testimonials too
  • How to videos explaining complex areasMake sure you promote widely and embed into directories etc
  • Variety of tools that allow you to manage social media
  • Image to show hootsuite where you can add streams and then statistics
  • Promote through business cards, email signatures etc
  • Transcript

    • 1. Being social with your marketing
    • 2. Presented by
      Claire Griffiths
      Lighthouse Marketing Ltd
      Over 15 years B2B marketing experience
      Professional services/finance sector expertise
      Offer strategy, planning, implementation
      Communications, PR, events
      Traditional and digital/social media marketing
    • 3. Agenda
      What is social media
      Social media & marketing
      Available tools
      Top tools & some tips
      Managing digital and social media
    • 4.
    • 5. Rethinking marketing!
    • 6. Social Media + Sales/NBD funnel
    • 7. Digital/Social Marketing Tools
      Image source: Marketing Tom Media | Digital Marketing Company
    • 8. Popular Digital tools
      Will depend on your target market
      Google Tools
      Share buttons
    • 9. Google the Great!
      Alerts – keep tabs on your company online
      Analytics – allows you to measure digital tools
      Adwords – buy keywords and gain SEO
      BlogSearch - Find blogs on your favourite topics
      Places– get a Google local listing
      Ad Sense – earn from your site (where appropriate)
      Maps – enhance your directions
      Reader – RSS feeds
    • 10. Your Website
      1. Be found on search engines
      2. Generate leads and filter to conversions
      • Good functional design
      • 11. Content management system to update/edit
      • 12. Understand your keywords
      • 13. SEO friendly – content, meta descriptions, keywords, page titles, linking strategy
      • 14. Page tags on every page
      • 15. Use analytics and refine pages
    • 16. Google analytics
    • 17. Blogs
      Content publishing tool that displays your posts/articles in chronological order
      Multi media content and excellent SEO
      Top 3 platforms
    • 18. Blogging guide
      Online PR, demonstrate expert knowledge
      SEO essential to promote your blog
      Use tags/categories
      Link to other social media
      Promote your blog
      Invite Guest bloggers
      Respond and leave comments on other blogs
      Diversify content – links, video, slides etc
    • 19. The “professional” social network
      Launched May 2003 - 43 million users in 170 industries
      Around 50% of users in UK
      Create online CV & add connections
      Also have company profile & services area
      Great for targeting and business development
    • 20. How can you use it?
      Develop and promote yourself and your firm
      Build connections
      Seek recommendations
      Promote your knowledge and answer questions
      Promote upcoming events/seminars
      Promote other content you’ve created, including webinars, blog posts or podcasts
      Recruit new staff
      Targets – Develop relationships with targets
      Pre-meeting research
    • 21. Linked in tips
    • 22. Linked in tips
    • 23.
      • Free micro-blogging service
      • 24. Send and read 140 character Tweets
      • 25. Build up connections or followers
      • 26. Share Tweets (RT) and highlight someone/thing (#)
      Image source: Marketing Tom Media | Digital Marketing Company
    • 27.
    • 28. How can you use it?
      Develop and promote yourself and your firm
      Interact with your customer base
      Track what people are saying about your company and brand
      Create buzz around upcoming events/seminars
      Promote other content you’ve created, including webinars, blog posts or videocasts
      Develop direct relationships with bloggers and journalists for potential PR placement
      Track competitive activity
    • 29. Pod/Videocasts
      Digital media files (either audio or video) that are released and downloaded through web syndication
      Second largest search engine so great SEO
      Create your own channel
      Professional video not necessary
    • 30. Videocasts
    • 31. Facebook
      500 million users
      24.2 million in UK
      50% login every day
      Business = Facebook Page
    • 32.
    • 33. Keeping track of it all...
      Tools to manage and track social media
      Can be linked into Google analytics to track conversion rates/effectiveness
    • 34. RSS - the ability to update readers ‎with new content it publishes
      Set up a RSS reader
      Keep track of all relevant sites, blogs etc
      Make time to read your RSS feeds
      Share what’s relevant – Retweet, blog etc
    • 35. Keeping track of it all...
      Hootsuite( –
      Manages multiple Social Media accounts
      Provides statistics & tracking
      Ability to pre-schedule messages
    • 36. Keeping track of it all...
      Allows you to feed your RSS/blog feed into your Twitter account and thus keep updated and in sync
      Free browser for tracking social media accounts
      No tracking as yet , so use a URL shortener
      No pre scheduling of messages
    • 37. Keeping track of it all...
      URL Shorteners -
      Saves characters vital in Twitter
      Tracks clicks on URLs
    • 38. Summary
      Social Media is another marketing tool, don’t forget to promote the channels
      Choose the right tool
      The key is engagement
      2-way conversation needs interaction
      Needs time
      Can be monitored and tracked
    • 39. Any questions?
    • 40. How can I help your firm?
      Contact me on:
      m: 07845 185143
      t: @ClaireGLighthse
      Fixed hourly, daily, project rates so no surprises!
    • 41. How your websites ranked