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Marie swift social media

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  • 1. Web 2.0 and Social Media How to build relationships and expand client communications in a digital world © Impact Communications, Inc.
  • 2. Overview Social Networking • What is Web 2.0? • Types of Social Media, why use? • How to build good online presence © Impact Communications, Inc.
  • 3. Big Question #1 What can Web 2.0 and Social Media do for me? © Impact Communications, Inc.
  • 4. FPA Survey Says … 43% of advisors now use a networking or social media site. Surprisingly, 60% of those surveyed say they generated at least 16 leads a year. © Impact Communications, Inc.
  • 5. "Web 2.0” Defined The second generation of web development and web design that facilitates information-sharing and collaboration on the World Wide Web. Basically taking the web from a one-way medium to a two-way medium. © Impact Communications, Inc.
  • 6. Spider Marketing Website with lots of rich multimedia Linking to other colleagues’ sites, association master sites Interactivity on other blogs and websites © Impact Communications, Inc.
  • 7. SCOPE Business Activities Outlets Issues Marketing LinkedIn Compliance Reporting Facebook, My Space Control Researching YouTube Efficacy Transacting Twitter, Blogger IT Needs Recruiting Yammer, Linked FA Time Commitment Monitoring Ning, Groupsite Reputation Mgt.
  • 8. Online Presence Rules • Have a good website = credible resource • Add Web 2.0 interactivity = 2-way street • Add multimedia = rich experience • Set up Google News Alerts = monitor name • Use Google Business Directory = SEO • Create “validating links” = page ranking – Cross link to reputable organizations, articles, peers • Pursue media placements = credibility • Use newswire service = online pick up, feeds • Install Google Analytics = understand traffic flow © Impact Communications, Inc.
  • 9. Achieving the Right Marketing Mix Direct Communications Industry Correspondence, Leadership Post Cards, Peer Networking, Newsletters, Credibility Factors Email, Telephone Advertising Targeted Hosted Events Client Appreciation and Bring-a-Friend Niche Market Visibility Volunteering, Public Outreach Networking, Seminars, Media Relations Speaking, Writing Sponsorships, Getting Published Fund Raisers Ups Visibility and Credibility © Impact Communications, Inc.
  • 10. How Does Web 2.0 Play In? Direct Communications Industry Correspondence, Leadership Post Cards, Peer Networking, Newsletters, Credibility Factors Email, Telephone Advertising Targeted Hosted Events Client Appreciation and Bring-a-Friend Niche Market Visibility Volunteering, Public Outreach Networking, Seminars, Media Relations Speaking, Writing Sponsorships, Getting Published Fund Raisers Ups Visibility and Credibility © Impact Communications, Inc.
  • 11. Google Local Directory Listing
  • 12. Event Marketing Made Easy
  • 13. RegOnline.com
  • 14. BoulevardR
  • 15. Screen Shot Brett Ellen’s FAN page
  • 16. Kids Finance Coach blog
  • 17. What is Scribd?
  • 18. Scribd - Continued
  • 19. Building Your Online Reputation • PR Web / PR Podcast – www.PRweb.com • 24-7 Press Release – www.24-7PressRelease.com • Google Local Business Center – www.google.com/local • LinkedIn – www.linkedin.com • Blog and Micro-Blog – www.blogspot.com tied to www.twitter.com • BlogTalk Radio – www.blogtalkradio.com • iTunes and YouTube - www.itunes.com and www.youtube.com • BoulevardR – www.boulevardr.com/referral/impactcomm • Financial Advice Network – www.financialadvicenetwork.com • Traditional websites: – Your own + affiliated companies and associations – News outlets (radio, television, print)
  • 20. Managing Your Online Reputation • Google News Alerts – www.google.com/alerts • Social Mention Alerts – www.socialmention.com • Cyber Alerts / Media Clips – www.cyberalerts.com
  • 21. Lots of Roads Social Media © Impact Communications, Inc.
  • 22. Marie’s Quick Overview © Impact Communications, Inc.
  • 23. Quick Facts - Linked In • Business-oriented social networking site • Mainly used for professional networking • Average age: 41 years old • Average salary: $110,000 • 45 million registered users (July 2009) • 116 million worldwide monthly unique visitors • 170 different industries © Impact Communications, Inc.
  • 24. Benefits of Linked In • Credible business referral network • Professional resource • Tool for content syndication • Groups and communities © Impact Communications, Inc.
  • 25. Tips for Linked In • Create a strong profile • Have a good picture • Write to be read • Share your website • Monitor recommendations • Use Groups: Keep in contact with certain people • Provide resources for users © Impact Communications, Inc.
  • 26. Answers/Questions • Ask a Question • Answer a Question • Creates a community feel • Opportunity to meet new people • Demonstrate expertise © Impact Communications, Inc.
  • 27. Facebook - Personal
  • 28. Tie Facebook to Twitter
  • 29. Creating a Business Page on Facebook
  • 30. Which Hat Are You Wearing? Here’s my strategy: • Website = 99% business formal • Blog = 99% business casual • Linked In = 99% business formal • Facebook (personal) = 99% personal • Facebook (business) = 99% business casual • Twitter = 80% business casual • New media = 99% business casual • Business networks = match their tone © Impact Communications, Inc.
  • 31. © Impact Communications, Inc.
  • 32. Twitter is a teaser...
  • 33. Twitter is a teaser... • to your website • to a great article • to valuable resource • to a photo • to a brochure • to a referral • to a media opportunity © Impact Communications, Inc.
  • 34. What Is It Really? • A service that enables users to send and read messages known as Tweets • Tweets can be sent via mobile phone or computer • Tweets focus on the question: what are you doing? Or: what’s happening? (but it doesn’t have to work that way) © Impact Communications, Inc.
  • 35. Essentially a Micro Blog © Impact Communications, Inc.
  • 36. Mobile Use © Impact Communications, Inc.
  • 37. How Can You Use Twitter? • Share Expertise to Build Credibility • Grow Your Network • Soft Marketing • Gather Information • Follow a Group of People • Do the Right Thing © Impact Communications, Inc.
  • 38. Marie Swift’s Such a Teas on Twitter
  • 39. Inside Look at Tweets
  • 40. Podcasting © Impact Communications, Inc.
  • 41. Why podcasts? • Constant reach to your audience • Build brand awareness • Educate your clients • Build trust • Transparency • Voice builds connection that text can’t • Gives you reasons to blog, Tweet about it © Impact Communications, Inc.
  • 42. Podcast Plans © Impact Communications, Inc.
  • 43. Bronze Podcast Plan • BlogTalkRadio.com • Use your phone and call in • Easily shares • Online channel • AudioAcrobat.com • Easy alternative • Create fancy buttons and player bars • Put on own website • Submit to iTunes © Impact Communications, Inc.
  • 44. Silver Podcast Plan • Use your PC and microphone-direct line in • Get Software: Audacity, Audioacrobat, etc. • Create own website • Submit to iTunes © Impact Communications, Inc.
  • 45. Gold Podcast Plan • Get a Mac and Professional Equipment • Buy Software: Garageband/Logic Pro • Create own website • Submit to iTunes © Impact Communications, Inc.
  • 46. Using Multi-Media on Blog or Site
  • 47. Big Question #2 How can I learn more on my own? © Impact Communications, Inc.
  • 48. www.commoncraft.com © Impact Communications, Inc.
  • 49. 165,861 hits on iTunes fast, fun & Insight into the business practices of the industry’s elite financial informative advisors and provides actionable practice management tips and advice to help advisors run a more efficient, profitable and satisfying practice.
  • 50. Still not convinced? A little friendly persuasion…
  • 51. Helpful Links • Article: Financial Planning magazine (Dec 2009) – Socially Adept, by Chris Hall: http://www.financial-planning.com • Article: Morningstar Advisor (Nov 2007) - Using Web 2.0 to Build Trust with Clients, by Marie Swift: http://advisor.morningstar.com/articles/article.asp?docId=13597 • Article: Research magazine (May 2009) - What Do Prospects Find When They Google You?, by Jane Wollman Rusoff: http://www.researchmag.com/Issues/2009/May-1-2009/Pages/What-Do- Prospects-Find-When-They-Google-You.aspx • Article: Financial Advisor magazine (April 2008) - Keeping the Lines Open, by David Drucker: http://www.financialadvisormagazine.com/component/content/article/1- features/1957.html?Itemid=42 • Article: Sales & Marketing Blog (Nov 2009) - Expand Your Reach with Web 2.0 and Online Social Networking, by Marie Swift: http://www.blog.sesameforums.co.uk/home/16-expand-your-reach- with-web-20-and-social-networking-online • Podcast: Enhance Your Marketing with T.M.I. - Live at the Nebraska FPA, with Chris Hall: http://advisorpod.com/MSFPA • Video: Web 2.0 Revolution: A Little Friendly Persuasion: http://marie- swift.blogspot.com/2009/08/friendly-persuasion.html • Video: 2-minute compliance speech by Nancy Johnson Jones at FPA Anaheim 2009: http://fpatwitterlive.blogspot.com/2009/10/nancy-johnson-jones-strategic.html
  • 52. Web 2.0 and Social Media Boot Camp
  • 53. Big Question #4 Sounds great … but can I really do this?
  • 54. Impact Communications © 2010 Impact Communications, Inc. All rights reserved. No portion of this presentation may be reproduced without the express written consent of the author. 800.974.7753 www.ImpactCommunications.org