Social Media Marketing for Financial Advisors David Cesarini, BA, FMA April 2009

Getting With the Times “ [Barack Obama’s] proclivity to online advocacy is a major reason for his victory.” “ Smart businesses will embrace this public engagement model as well, particularly in how they ladder engagement among natural allies such as customers, employees, retirees and suppliers.” The Social Pulpit: Barack Obama’s Social Media Toolkit (2009). Available at: www.edelmen.com

“ [Barack Obama’s] proclivity to online advocacy is a major reason for his victory.”

“ Smart businesses will embrace this public engagement model as well, particularly in how they ladder engagement among natural allies such as customers, employees, retirees and suppliers.”

Session Objectives See social media as a means to build and retain your clientele. Identify the costs and benefits of implementing social media in your communications strategy. Outline popular social media sites and understand how they fit together.

See social media as a means to build and retain your clientele.

Identify the costs and benefits of implementing social media in your communications strategy.

Outline popular social media sites and understand how they fit together.

Session Objectives cont... Discuss how top financial advisors are using social media sites. Recognize how social media fits within your organization’s guidelines for conduct.

Discuss how top financial advisors are using social media sites.

Recognize how social media fits within your organization’s guidelines for conduct.

What do you think Social Media Marketing is all about? (5 min.) A discussion using questions only. After asking a question, wait two turns before asking another.

A discussion using questions only.

After asking a question, wait two turns before asking another.

What's the use?

Why Social Media? Transparent Timely Proactive Personal Affordable Permission What isn’t it?

Transparent

Timely

Proactive

Personal

Affordable

Permission

What isn’t it?

Social Media & Authenticity What 3 characteristics define your online persona? Is that the real you?

What 3 characteristics define your online persona?

Is that the real you?

Popular Social Media Sites

Face It Who’s on Facebook? Organize social events Professional networking (e.g. groups, fan pages) Professional or Corporate page

Who’s on Facebook?

Organize social events

Professional networking (e.g. groups, fan pages)

Professional or Corporate page

Being a Twit What is it? Who’s on Twitter? 32M Uniques Following & Followed Organize social events (Tweetups) Search Engines @Replies and Direct messages Links, Re-tweeting, Photos, Audio Who you want to know, not just who you know

What is it? Who’s on Twitter? 32M Uniques

Following & Followed

Organize social events (Tweetups)

Search Engines

@Replies and Direct messages

Links, Re-tweeting, Photos, Audio

Who you want to know, not just who you know

Blogging it Out Share information, update your clients & get your ideas out there Why read blogs? Why write a blog? Newsletters vs. blogs Anonymous vs. Identifiable Blogs

Share information, update your clients & get your ideas out there

Why read blogs?

Why write a blog?

Newsletters vs. blogs

Anonymous vs. Identifiable Blogs

Do you read any interesting blogs on a daily basis?

LinkedIn Connects professionals Share your experience and qualifications Network with people you want to know better

Connects professionals

Share your experience and qualifications

Network with people you want to know better

Meetups: Where Everybody Knows Your Name (You Hope) Connects professionals Common Interests Network with people you want to know better Person to person

Connects professionals

Common Interests

Network with people you want to know better

Person to person

Smart Phone Savvy Mobile social media All of the above on your cell phone Relevance based on location Convenience

Mobile social media

All of the above on your cell phone

Relevance based on location

Convenience

Wrapping it All Up

Connect the Networks Smartphone Blog

Think-Pair-Share (10 min.) How can you use social media to build and retain your clientele? Think about and write your response on a card (3 min) Pair up with someone and discuss what you’ve written (3 min) Share what you’ve discussed (4 min)

How can you use social media to build and retain your clientele?

Think about and write your response on a card (3 min)

Pair up with someone and discuss what you’ve written (3 min)

Share what you’ve discussed (4 min)

Conclusion Social media can build and retain clientele Costs & Benefits Facebook, Twitter, LinkedIn, Meetup, Smart Phones Examples of people who are doing this Your organization has its own code of conduct

Social media can build and retain clientele

Costs & Benefits

Facebook, Twitter, LinkedIn, Meetup, Smart Phones

Examples of people who are doing this

Your organization has its own code of conduct

Thank you