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Practical Social Media Strategy: Keynote for Hillross Financial Services Annual Conference 2012



Slightly expanded version (explanatory bullet points added) of keynote for Hillross Financial Services Annual Conference - Jan 20, 2012 - Canberra, Australia

Slightly expanded version (explanatory bullet points added) of keynote for Hillross Financial Services Annual Conference - Jan 20, 2012 - Canberra, Australia



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Practical Social Media Strategy: Keynote for Hillross Financial Services Annual Conference 2012 Presentation Transcript

  • 1.
    • Practical Social Media Strategy
    • Des Walsh
    • Keynote for Hillross Financial Services
    • Annual Conference 2012
    • Canberra, Australia
    • 20 Jan 2012
  • 2. Note on this Version
    • This content in this version of the slide deck used for my keynote for Hillross Financial Services Annual Conference in Canberra on January 20 th , 2012 is essentially the same as, but slightly more expansive, than the version used on the day.
    • Basically I have added in some notes to provide explanations I gave in my commentary on the day and thus hopefully to make the presentation slides informative for the viewer now.
    • Des Walsh
  • 3. Des Walsh Social Media Strategist & Business Coach http://deswalsh.com
  • 4. Focus of this session
    • There is an opportunity here to lead in this space
    • – will you take it?
    • The risks are real and can be managed
  • 5.
    • People worry about things going wrong
    • Qantas' recent competition on Twitter might have been better timed
    • But no long term brand damage from this event
    #qantasluxury – fiasco or good experience?
  • 6. New way of doing business - need to learn the new rules
  • 7. What We'll Cover
    • 5 Benefits of social media for your business
    • Some case studies
    • 5 Blockers to social media engagement
    • Principles for creating your social media strategy
    • Plus: the one thing most businesses overlook and why that can be
  • 8. Timing If not now, when?
  • 9. 5 Benefits
    • Help existing clients
    • Attract new clients
    • Thought leadership
    • Communicate with new generation
    • Collaborate with colleagues
    • These are common benefits from social media engagement
    • (not a comprehensive list and there is no rule about which one or several to choose!)
  • 10. Case Studies
    • Henry L. Becker, Baltimore MD USA
    • - 20% increase AUM from social media engagement
    • Greg Nazvanov, Sydney, Australia
    • - #1 on LinkedIn AU “wealth management”, “financial planner” “SMSF” “investment planning”
    • Pam Horack, Charlotte NC USA
    • - focuses on connecting with young adults, new investors, young families, engaging via social media
  • 11. 5 Blockers
    • “ Our customers are not there”
    • Reputational risk
    • Lack of control of the message
    • No time available
    • Overwhelm
    • Typical blockers (worldwide) to social media engagement by professional services firms, esp financial advisers/wealth managers
  • 12. Graph from Pew Internet study – see endnotes
  • 13. It's not just teenagers any more
    • Can you afford to ignore what 51% (50-64 group) of Internet users are doing, maybe where they are getting their information?
    • Or 31% (65+) ?
    • And what about the next generations? 70% of 30-49ers, 83% of 18-29ers (think heirs to the wealth you are now advising on)
    • What's the risk of missing out on business by relying on assumptions, not empirical data?
  • 14. Reputational Risk Apply risk management strategies: “swim between the flags”
  • 15. Control and 3 Customer Types
    • Traditional Customer – snail mail, print newsletter, occasional meeting in office
    • Online customer – ourfirm.hillross.com.au
    • Social/Connected Customer – Facebook, Twitter, LinkedIn, etc : newly empowered – the customer is now in control and businesses have to learn to work differently
    • Ref: see Brian Solis, The End of Business as Usual
  • 16. Finding the Time
    • Be clear that this does take time
    • Compare the time commitment for offline networking
    • A judgement of value
    • Some time each day better than a weekend blitz
  • 17. Overwhelm - Default Mode for Many
  • 18. Order is Possible
  • 19. Also: the Content Creation Challenge
    • Follow company social media guidelines
    • Write for the social web
    • Not everyone has to produce original content – be a content curator
  • 20. Principles and Tools for Strategy Development
    • The Social Media Academy methodology provides a conceptual framework for developing a rigorous social media strategy aligned with your company's broader business objectives.
  • 21. 6 Point Strategic Framework
    • Assessment
    • SWOT Analysis
    • Strategy
    • Plan of Action
    • Organisation
    • Execution – includes Reporting
  • 22. Assessment Matrix Getting our bearings on the social web Social Web Where Topics Interests Influencers Brand You Clients Partners Competitors
  • 23. 3 Tips for the Assessment 1. Study people, not “companies” or “groups” 2. Find real life customers and real people heading your competition 3. Listen for what they are excited or worried or peeved about – even (or especially!) if it has nothing obviously to do with your product or service (NB: this initial assessment is the one key thing most companies don't do – to their detriment)
  • 24. Align Social Media & Business Strategies Business Project Goals Mission Benefits Actions Resources Reporting
  • 25. Prioritise Goals (only a few to start!) Use columns (High Med Low) to refine priorities Goal High Med Low Brand awareness Brand reputation In house collaboration Attract new clients Retain existing clients Thought leadership Recruitment & staff retention Reduce support costs Research & development Increase product sales
  • 26. Foundation Platform Framework
  • 27. Today's Focus
    • Facebook: over 800 million users
    • Twitter: over 300 million users
    • LinkedIn: over 130 million users
  • 28. 7 Tips for Social Media Success
    • 1. Focus on how to achieve your Goals and Mission
    • 2. Think relationships and networks, not “campaigns”
    • 3. Decide basic platforms for your social presence
    • 4. Establish your social foundation – your profile on key platforms
    • 5. Skill up one platform at a time
    • 6. Do something social each day
    • 7. Have a written policy document – even for solo business
  • 29. Contacting Des [email_address] | http://deswalsh.com 0413 089 355 My entire social web presence at http://xeeme.com/deswalsh
  • 30. Acknowledgements and Attributions
    • All logos in this slide deck are copyright the respective owners. Permissions for downloaded images are listed below. The slide deck is copyright © Des Walsh 2012 and is intended for use of participants in the Hillross Annual Conference 2012. Please ask Des – deswalsh(at)webartsco(dot)com - if you wish to use it for other audiences: permission will not be unreasonably withheld.
    • Special note: logos, other images and social media strategy methodologies of the Social Media Academy are used by Des Walsh by licence as an Academy graduate. All enquiries about the Academy's intellectual property should be directed to Social Media Academy: http://xeesm.com/SMACAD
    • Image credits: see next slide
  • 31. Acknowledgements and Attributions
    • Coolangatta Sunday Market – by Des Walsh (on Flickr, CC BY NC ND 2.0)
    • Madden, Mary and Zikhur, Kathryn, 65% of online adults use social networking sites, Pew Internet & American Life Project, August 26, 2011, Chart “Social networking site use by online adults 2005-2011”, p 3 http://www.pewinternet.org/~/media//Files/Reports/2011/PIP-SNS-Update-2011.pdf , accessed on January 10, 2012.
    • Flags at Rainbow Bay, Qld – by Des Walsh
    • Stopwatch by Julian Lim (“julianlim”) on Flickr CC BY 2.0
    • Wordle images via wordle.net
    • Elephant at Goteburg Museum of Natural History, Mathias Klang ( “Wrote”) on Flickr, CC BY 2.0