Introduction to Social Media for Financial Professionals
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Introduction to Social Media for Financial Professionals



This deck is part of a webinar. In that webinar ( ), we discuss how social media relates to your registered rep or financial advising business and how you ...

This deck is part of a webinar. In that webinar ( ), we discuss how social media relates to your registered rep or financial advising business and how you can best utilize AdvisorDeck’s social media features to build your online presence and engage with potential customers as a financial professional.

Topics covered include:

- Benefits to setting up social media network accounts
- Why linking social networks to AdvisorDeck benefits you
- How to add social networks to AdvisorDeck
- How to schedule a blog/social media campaign
- Cultural differences between Twitter, Facebook and LinkedIn
- Sample recommended social media schedule
- FINRA compliance issues to consider

Recently added AdvisorDeck social media features will also be covered:

- Ability to post to individual social media networks without updating your blog
- View a record of all posts published by all members of the team
- Posts Overview now includes posts to a single social network by a particular individual

We discuss functionality, sample use cases and more! Whether you’re a complete novice or just recently diving into the wonderful world of social media, this webinar is for you.



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  • Hello! Welcome to our special webinar, Introduction to Social Media. Here at AdvisorDeck, we schedule a webinar every week to provide a touch point for those interested in the platform to see it in action and for current customers to get updates on our roadmap. I’m Christine Luc and I’m the marketing lead for AdvisorDeck, and I will be discussing the whys and hows of social media networks before walking you through how to set up social account linking in this in-depth webinar. The co-founder Cameron Nordholm will then discuss compliance services that we’ll be offering for your archiving needs. I’ll leave some time for Q+A afterward. Please use the “questions” box in GoToWebinar to submit questions along the way, and I’ll walk through them at the end of the call.
  • AdvisorDeck is designed to be a best in class digital marketing platform for Financial Advisors, Insurance Agents, Investments advisors, and others in the financial services space. We’ve built a dedicated team to ensure that the unique needs of the financial services vertical are best met – something no other platform can claim. AdvisorDeck is completely proprietary and focused exclusively on optimizing the performance of your business online. We support the marketing and promotion of all types of financial products and services.
  • First off, I’ll address this pivotal question: Why should I set up a social media account for my business? You probably have a broad idea of its increasing importance for people and society at large but would like a more detailed connection between what social media entails and how it can help your business.
  • Source:’s just 2 statistics on demographics using social media to get a taste of what’s abuzz in the online space. 55% of Americans ages 45-54 have a profile on a social networking site. Over half of Americans in a demographic pivotal to your business are online and you want to start a dialogue with them on the mediums that they’re using. To start those conversations, it’s to YOUR benefit and theirs that you meet your clients using their preferred modes of communication. 5 million affluent investors use social media to research financial decisions. If you’re not present on these social media networks proving that you’re a knowledgeable resource in your industry, then it’ll be that much harder for you to show up on the radar of these investors.
  • Facebook in particular, one of the fastest growing demographics for this spectacularly popular social network are women ages 55-65. The appeal for them and for many of the 901 million active users on Facebook is the ability to share anecdotes in the form of video and pictures. If you don’t have a Facebook account already, I encourage you to sign up, create a fan page separate from your personal account, and start connecting with your current client base. You can start by sharing glimpses of your own personal life and hobbies in between industry updates and tips. Doing this will be a great personal branding tool while also keeping your clients in the loop with what’s going on in your business.
  • Source: is another popular social network that’s integrated into AdvisorDeck. According to a recent survey, 60% of surveyed financial advisors have used LinkedIn to gain new clients. What makes LinkedIn unique from Facebook is that you can post your full credentials and resume as a selling point for prospective clients to view. You can also participate in discussions in “groups” on LinkedIn related to your business specialties and promote yourself as an industry authority.
  • Source: is also a major social network that AdvisorDeck now supports. Out of Twitter’s several hundred million users, 76% of Twitter users actively tweet on their account rather than lurking in the background as inactive followers. This is up from 47% in 2010, so with the momentum in Twitter usage, it’s important that you take part. What sets Twitter apart from Facebook and LinkedIn is the ease with which you can post 140-character tweets. Most accounts are public and Twitter encourages you to “discover” other users by searching for keywords that relate to your industry and tweeting back to other users. By creating a Twitter account, it’s particularly easy to tweet resourceful articles and brand yourself as an expert in your field.
  • Setting up social media accounts allows you more control over Google search results if you make an effort to update all of the social networks regularly. With time, you’ll find that your business can dominate the first page of search results with content that you publish. In this screenshot, I searched for our company in Google. You can see that our Twitter and LinkedIn pages are a prominent part of search results as well as links from our marketing site. By participating in popular social networks and publicizing content you make on your AdvisorDeck site from other web domains like Twitter, you also encourage Google to bubble up more pages from your website in search results.
  • With AdvisorDeck’s social account linking feature, you can manage all 3 accounts from the customer dashboard without having to remember to log into each of these networks each week.
  • We allow your advisors to link new or existing social media accounts and publish everywhere, including their personal blog – something unique in this space. Web search of longer form content is a huge part of successful SMB practice and without it – or with a stale web presence, your business won’t be fully capitalizing on the opportunity.
  • When signing into the administrative view of AdvisorDeck, the Posts Overview page will include thumbnails displaying what networks each post goes to. This is particularly useful when managing teams of people on one AdvisorDeck account. If multiple team members are linked to one account, you’ll be able to see which employee posted what message on a particular social network. It’s really convenient! When creating a post either for your blog or for social networks only, you can customize the networks you want to publish to without even leaving the page. I’ll go into further detail when we’re working with a live demo.
  • From AdvisorDeck’s platform, you can control messaging for these three social networks in media-rich ways. We incorporate the ability to upload photos to both Facebook and Twitter. Beyond that, when you create a blog post, a link of that blog post will automatically be promoted on the social networks that you set as your default networks. This means that you can create a post and a link to the post will be published on Twitter, Facebook and LinkedIn without you having to take those extra steps to post to those networks! It’s really convenient and a great time-saver.
  • Okay, I just covered the whats and the whys of social media. Now I’ll walk you through the specifics of how to set up social account links in AdvisorDeck and different scenarios you’ll encounter as you build up your social media presence.
  • A question that people commonly ask is, What’s the difference between Facebook, LinkedIn, and Twitter? After all, if all 3 social networks were exactly the same, there wouldn’t be a need to have 3 different ones. I’ll discuss the nuances in the following slides.
  • Of the three social networks discussed, Facebook has the reputation for being the most personal for users. There are several tiers of privacy that can be set up, and people typically use this network to catch up with friends and family, or post photos and statuses that are related to their interests. Because of this, we recommend that businesses create and administer public business pages that are separate from personal accounts. Public pages aren’t able to view private conversations from users that follow a particular page, so clients who may not be comfortable showing different sides of themselves in a business environment can compromise by following a public page instead. Asking clients to like a public page is a smaller and easier request than befriending them on Facebook directly.In terms of updates, at most, you can update once or twice a day. Facebook users particularly enjoy posts with photos or other media, so try to incorporate those visuals in your Facebook updates.
  • Of the 3 networks, Twitter is arguably the most open and active network. Most Twitter updates or “tweets” are maxed out at 140 characters, and these tweets are typically public. On this network, it’s socially acceptable to follow users that are complete strangers. In fact, we encourage you to do so by following experts in your field or online resources that post links to articles that would be great for your clients. You can update your Twitter account multiple times a day throughout the day and it won’t be seen as overkill to your users, but do not update several tweets in a row as that will drive followers to unfollow your account.
  • Of the 3 networks, LinkedIn is the most formal social network. Updates must be relegated to strictly business. There are discussion groups available where you can ask and answer questions related to your business field. You can opt to use these as opportunities to develop your skills in your profession or to establish yourself as an expert in the field, or both!
  • A question that advisors and many businesspeople alike ask is “How often should I update my social media accounts?” There’s really no set rule for this although you will find that as you use certain networks, you’ll get a feel for what’s okay and not okay. For example, you can post updates on twitter hourly without anyone getting on your case about it. However, if you tried that stunt on your Facebook page, you will definitely be unfriended. That said, even though there’s no set rules, I can make a recommendation that’s easy to follow! To start, here is is [read the slide]. Make adjustments as needed to fit your schedule.
  • A recording of this webinar will be posted on From there you can watch the recording, get answers to last minute questions, get any other details that you need or simply ask more questions.If you have pre-sales support questions and you want to talk to someone about the questions you have, the best thing to do is give a call to our exclusive reseller, WealthVest Marketing. They’re available at 877-595-9325.You can also make an appointment with them at for opportunities to receive AdvisorDeck for free through certain production values. But if you want someone to walk you through the setup process and any pre-sale questions you have, just go ahead and call this number and they’ll be happy to help. You can also go to and set up an account for free and we encourage you to check it out. Either way we look forward to working with you and doing business with you to help you improve your business and generate new leads. For loyal customers who are already a part of AdvisorDeck, we appreciate your continued support and hope you found today’s presentation helpful. Thanks for your time, we appreciate it and we look forward to working with you.

Introduction to Social Media for Financial Professionals Presentation Transcript

  • 1. Introduction to Social MediaChristine LucMarketing SpecialistAugust 8, 2012
  • 2. Who we areSan Francisco Principals Cameron Derrick Christine Co-Founder/ Development Marketing Principal Lead LeadBacking and Industry Leadership Lincoln Collins Wade Dokken Co-Founder, WealthVest Co-Founder, WealthVest Marketing Marketing Fmr. CEO The Hartford Fmr. CEO American Europe Skandia
  • 3. Why should I set up a social media account for my business?
  • 4. Demographics using social media:• 55% of Americans 45-54 have a profile on a social networking site• 5 million high-net-worth investors use social media to research financial decisions
  • 5. FacebookDid you know?• Out of 901 million active users as of March 2012, women age 55-65 are one of the fastest growing segments on FacebookWhy you should have a Facebook account if you don’t:• Facebook allows you to connect with your current client base with anecdotes such as pictures and video sprinkled with relevant industry updates that keep them involved in your business.
  • 6. LinkedInDid you know?• 60% of surveyed financial advisors have used LinkedIn to gain new clientsWhy you should have a LinkedIn account if you don’t:• You can post your full credentials in your profile and establish yourself as an industry authority in LinkedIn group discussions
  • 7. TwitterDid you know?• 76% of Twitter users are active tweeters.Why you should have a Twitter account if you don’t:• Twitter helps you reach out to potential clients in a casual and public setting• It’s easy to curate articles and brand yourself as an expert in your field
  • 8. Maintainingsocial mediaaccounts for yourbusiness allowsmore brandcontrol in Googlesearch results.
  • 9. How to manage all of these accounts at once?
  • 10. Publish Content Once, Everywhere
  • 11. Messaging Control
  • 12. Messaging Control• Facebook • posting to timeline • link sharing to timeline • photo upload to album• Twitter • posting update • link sharing with Twitter partners • photo upload to Twitter• LinkedIn • posting update • link sharing to timeline• Blog • post original or third party content to search-friendly blog • link sharing of personal blog post (automatic)
  • 13. WALKTHROUGHThe nitty gritty for how to set up socialaccount links. It’s really quite easy.
  • 14. What’s the difference between Facebook, LinkedIn, and Twitter?
  • 15. FacebookTips for Businesses:• Highly recommended to make a fan page of your business to keep it separate from your personal Facebook account. • This way, clients old and new can keep up with your business without giving up their privacy.• At best, you can update everyday or once every few days.
  • 16. TwitterTips for Businesses:• Can update 5 times a day or more and it’s completely acceptable.• Follow experts in your field.• Use hashtags (keywords or labels tagged with a # before the term) to widen your audience for a particular tweet.
  • 17. LinkedInTips for Businesses:• Post business-related updates only.• There are discussion groups that you can participate in• Be sure to have your full resume available on your profile page, with credentials listed.
  • 18. Social media schedule recommendationfor busy financial advisors: - 1 tweet per weekday - Update Facebook twice a week - Update LinkedIn once a week
  • 19. CONTROL &COMPLIANCECameron NordholmCo-founder / Principal
  • 20. User Content Analysis• Pre Review • Post Review • Static web posts of • Static web posts of business or ambiguous entirely non-business nature nature • Social profiles • Status updates of a non- • Business-related status business nature updates • Status updates without • Status updates where a meta elements meta element contains business related information FINRA Notice 10-06, FINRA Notice 11-39, FINRA Notice 12-29
  • 21. Roadmap• Compliance Engine: Built-in moderation for small B-Ds • Accepting partners on complimentary basis• Content Library • Pre-approved library and in house library • FINRA-compliant articles, calculators, quizzes• More In Social Media
  • 22. Q&A
  • 23. SUBSCRIBINGContact WealthVest at or1-877-595-9325You can also sign up directly at