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New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
New worldrelationships 10_23_10 (np)
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New worldrelationships 10_23_10 (np)

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10 minute social media lounge presentation on social media and its impact on relationships

10 minute social media lounge presentation on social media and its impact on relationships

Published in: Business, Technology
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  • Of course, there are FINRA guidelines that you must know when engaging social media. There’s a white paper here in the Lounge that addresses this.

    You should know that I am not an RIA. I am someone who spends a lot of time online and is here to help you think in potentially new ways about your online presence. For some of you, I might be better thought of as your target market.
  • …but were you aware just how much influence online recommendations from friends have?
  • Question the audience here….
    Where are they finding out about you?
    What do

    More prepared than the advisor may realize

    What they know about you?
  • More than social media – more marketing tools (comfort level)
  • http://tuhoc.blogspot.com/2009_07_01_archive.html

  • DEVELOP A PLAN
    Understand competitive positioning and ambition
    Agree on your target market
    Establish a distinctive long tail position
    Build value propositions by audience and stage
    Establish your holistic brand identity
    Build and establish COI (Influencer) Network
    Establish a communications and messaging plan
    Align your team around your web presence strategies

    ESTABLISH THE FOUNDATION
    Design an effective website with technology and branding
    Integrate Web 2.0 Social Bookmarking features
    Deploy Portfolio Reporting tools
    Enable search visibility with on-page optimization and inbound link strategy
    Build presence on affiliated sites and social media
    Branded LinkedIn Profiles and Channels: Personal Profiles, Firm Profile,
    Appropriate Facebook Firm & Personal Pages
    Twitter Firm and Personal Profiles
    Slideshare and YouTube Channels
    Build followers/ following and Join LinkedIn Groups
    Establish a content plan and quarterly timeline

    PURSUE PROGRAMS
    Create and publish audience-Relevant Content (podcast, vBlog, Blog, Articles, Video)
    Use online / virtual meeting technology to extend reach
    Engage on LinkedIn Groups Twitter
    Engage Slideshare and YouTube Channel
    Establish a campaign timeline partnering with COIs
    Use digital PR Strategies to promote news, events and service areas
    Manage and monitor your social media presence
    Use social relationship intelligence tools
    Launch and deliver campaigns
    Newsletters

    BUILD MATURITY
    Extend multimedia including Video – Brand Level, Explainer Level, Webcasts
    Deploy Marketing Automation Tools
    Integrated Campaigns with Automation And Personalization
    Deploy Secure Collaboration
  • Again - I’m not an RIA and there are FINRA guidelines and compliance issues to take into consideration. Just know that conversations are happening online - it’s your choice whether or not you’re part of them.
  • Transcript

    • 1. A New World of Client Relationships John C. Stone III @jcstone3
    • 2. The views of third-party speakers and their materials distributed are their own and do not necessarily represent the views of Charles Schwab & Co., (“Schwab”). Third party speakers are not affiliated with Schwab. ©Charles Schwab & Co., Inc. Member SIPC.
    • 3. Relationships Drive Big Decisions Significant decisions introduce an emotional decision process When fear and risk are involved, we are more highly influenced by others
    • 4. 90% of Consumers Trust Recommendations From People They Know source: Econsultancy, 2009
    • 5. The Web Changes Everything
    • 6. More Educated Prospects Talking with experts and friends Self-educating Validating recommendations with online research Comparing options Providers meet prospects later in the process
    • 7. Higher Expectations Great design and branding Personalized, relevant content Advanced features Self-service Two-way communication
    • 8. Social Media Helps Build Relationships “Social media is just a fad for kids.” “My clients don’t use social media.” “Social media is for personal use, not for business.” “Social media is just a fad for kids.” “My clients don’t use social media.” “Social media is for personal use, not for business.” Myths…Debunked
    • 9. But advisors are not convinced 42% RIAs make some use of LinkedIn. 45% use Facebook (6% for professional use) 3% use Twitter professionally and 7% personally 14% keep a public Blog (8% professionally 2% personal and professional)
    • 10. Web Presence Matters Increasing Visibility Establishing Credibility Nurturing Opportunity Deepening Relationships Relationship Lifecycle Strategies
    • 11. Increasing Visibility On Page Off Page Search Ranking Blog, Content, SEO Optimization… Social media, digital PR, publishing, events…
    • 12. Establishing Credibility Branding Referrals Networks Presence Speaking / Events Relevant Content (!)
    • 13. Nurturing Opportunity Touch campaigns Targeted content Self-education Web 2.0 Opt-in
    • 14. Deepening Relationships Influencer Networks Services Communications Collaboration Referrals
    • 15. It’s Not All or Nothing… Ambition Characteristics TRADITIONALIST Branded brochure website – no social media presence. PRESENCE Modern website, branded social outposts, regular updates. NETWORKED Active following, group participation, new media publishing. THOUGHT LEADER Big following, active publisher, weekly blog, media visible. CELEBRITY Global following, daily publishing, branded blog, personal brand.
    • 16. Ramp Up Innovate Focus Balance What’s right for your firm? Ourclientsaredigital Our firm is digital
    • 17. Getting Started Develop positioning, content, brand, and presence strategies Deploy with an effectively branded website Build web presence with social media Participate and publish to extend your relationships
    • 18. #SchwabImpact @jcstone3 Remember: Check with your compliance officer before starting. Questions? Comments?

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