An introduction to me – as you can see my world’s converge on social media – I have friends, peers, colleagues, family members, executives and customers connecting and engaging. By default 20% of our networks no matter where we are – contain work relationships. Managing these networks in a digital world is exactly like we manage those same networks in person:We choose what we say to each networkWe have a filter that we naturally use in discussionsSome networks converge and others are in groups (think Circle, Lists, Groups…)The time we might spend trying to separate those networks in the digital world is lost time we could have spent cultivating relationships
Using social media effectively – at the highest level – breaks down into these segments. They are related and circular – but each have a place and process to our overall goal. Modern communications is simply new efficiencies that allow us to ultimately get to what we do best – build relationships and serve others. Our goal remains the same:To represent ourselves personally and professionallyTo foster strong relationshipsTo earn the opportunity to meet or speak on a personal levelTo facilitate trust that allows us to do business with one another
The next generation is not going to listen on traditional channels – phone or even email – they communicate amongst their peers and anticipate (expect) you will learn how to tune in to their channels. They won’t hear the phone ring – but they will see the modern communication – tweet, wall post or text message…
So seeing these macro trends and their impact – where does that leave us? We still have a wide range of issues and challenges day in and day out to manage. Yes – however – this is the most pervasive technology shift in our industry since the slow and steady shift to electronic trading the emergence of the advisor and planner (and extinction of the stockbroker).This is the widest channel we have had – versus tech like faxes, email and websites – the shift in communications is across numerous:MediumsDevicesRelationship typesAnd our traditional demographic models break in this new world.Harnessing this shift to our advantage means re-thinking risk, training, data management and much more.
Like the business plan for your groups and practices – once you have strategy defined – you have a plan for how to begin, execute and manage ongoing.This is no different and can benefit from all you do surrounding social media – your web site, your email communications, what you discuss on calls or in presentations. Also look to how you interact on other fronts:Do you teach on webinars or seminars?Are you a resource for journalists or analysts?Do you volunteer to teach personal finance or financial literacy?What other ways is “content” generated in your business?This leads to the material we use on social – and you may be surprised by how much you have…By bridging this information and content to a simple editorial calendar – you can map out segments of days, weeks and months. If you would like a simple template – just ask us..
Your culture and your voice are you! People identify with you and trust occurs because they get to know you, your staff and how you sound in on topics and issues. You want to insure you retain that when you go digital. A lot of the way to do that is to not over think it. You know what works and does not work for your clients – and you also seek to attract more clients like those you treasure most in your business.Second – while script is not necessarily the signal I want to send – a talk track is critical. Not everyone is comfortable to hit the ground running and speak with anyone, telling your firm’s story and capabilities. Outlining these key elements in a talk track allows for everyone on the team to understand and have talking points to get them started. When paired with your editorial calendar – this becomes a “library” of content and messages you can use. Most important – this is authentic and genuine content that comes from you and your team.Also be sure – just like in your everyday business – to get to know everyone’s skills in the digital world. Some folks are like ninjas on Google – and others might say “I’m not a tweeter” – when they really meant – “I don’t use Twitter”. LOLGet to know who has skills you can put to use right away –To assemble content for use on socialTo find content to share from othersTo coordinate communications and responsesTo measure and reportAlso find those folks who could use some training and confidence building and don’t be afraid to let them get to know social so it becomes more natural.
Don’t forget all the angles – You share your digital presence across sites, social accounts, email signatures and in digital communications – this insures folks know you are presentThink about your partners and influencers and referral sources – insure they know how you are using digital and where they can contribute, share and help (and benefit from..)Remember to weave your new digital channel into your other mediums and formats in which you speak, write, present and meetIf you serving as a resource or subject matter expert – insure those folks can find you on social – a great convenience and a validation of your social literacy
How does one distinguish in a digital world? By insuring you are defined clearly when you are and will be found. People now immediately search you out (search engines, LinkedIn and across social).Define:Who you are what you doHow you set yourself apart (why do your clients like/love you?)Leverage your network of clients, peers and influencersBe prepared for the unknown evaluators (children of parents?)
The new model requires and considers all facets of your business and people – and those lines strongly intersect. This also requires preparing for the new generational perspectives on transparency. In a post-crisis and scandal world – transparency is a value.Your teams will need to re-consider how they work across departmental and divisional lines. And while exploring this new model – you will also be faced with the new investor
Transcript of "Breaking barriers effective social messaging 05302013"
Learning the Culture of
Your Online Voice and
What Works Best for
SVP, Customer Communications
Tweet = During (and after) the
webinar, please use #regedqanda
for live discussion
Questions? Please use Questions
box in the webinar panel
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So what is your social “voice”?
Tell me how we maintain
Putting digital to work in sales,
service and operations
What are the steps to effective
Complete View of Social Messaging
Who is the next generation?
Blocking & Tackling
Approaching the Platforms
Match the voice and content of you
and your business to the platform(s)
Framework for Social Media Use
Merge Listening w/ Engagement
Policies & Procedures
1 Editorial Calendar
Suggest themes, topics – not only generic content
Outcomes drive business – encourage them
3 Know Your Mediums
Not everyone is a writer…
Extend Your Culture
Why do clients choose you?
Help your team explain that
Amplify your strengths
Research? Service? Execution?
Easy to use templates
Re-think web site
Differentiate from the Noise
Integration is Key to Success
Systematic Steps of Social Media
"Realize that the social media success
equation isn't big moves on the chess
board, it's little moves made
every day that eventually
add up to a major shift."
A Resource from Us
Ask us for our Compliance Kit
Educational Podcast - http://bit.ly/regedsocial
“The Social Media Minute” on iTunes
Breaking Barriers to Social Webinar Series
Quick Start Guides on Social Media
Connect with Us on Social
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