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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

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  • …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 doMore prepared than the advisor may realizeWhat they know about you?
  • More than social media – more marketing tools (comfort level)
  • http://tuhoc.blogspot.com/2009_07_01_archive.html
  • DEVELOPA PLANUnderstand competitive positioning and ambitionAgree on your target marketEstablish adistinctive long tail positionBuild value propositions by audience and stage Establish your holistic brand identityBuild and establish COI (Influencer)Network Establish a communications and messaging planAlign your team around your web presence strategies ESTABLISH THE FOUNDATIONDesign an effective website with technology and brandingIntegrate Web 2.0 Social Bookmarking featuresDeploy Portfolio Reporting toolsEnable search visibility with on-page optimization and inbound link strategyBuild presence on affiliated sites and social mediaBranded LinkedIn Profiles and Channels: Personal Profiles, Firm Profile,Appropriate Facebook Firm &Personal PagesTwitter Firm and Personal ProfilesSlideshare and YouTube ChannelsBuild followers/ following and Join LinkedIn GroupsEstablish a content plan and quarterly timelinePURSUE PROGRAMSCreate and publish audience-Relevant Content (podcast, vBlog, Blog, Articles, Video)Use online / virtual meeting technology to extend reachEngage on LinkedIn Groups TwitterEngage Slideshare and YouTube Channel Establish a campaign timeline partnering with COIsUse digital PR Strategies to promote news, events and service areasManage and monitor your social media presenceUse social relationship intelligence toolsLaunch and deliver campaignsNewslettersBUILD MATURITYExtend multimedia including Video – Brand Level, Explainer Level, WebcastsDeploy Marketing Automation ToolsIntegrated Campaigns with Automation And Personalization Deploy Secure Collaboration


  • 1. A New World of Client Relationships
    John C. Stone III
  • 2. We recommend
    checking with your
    compliance officer
    before actively engaging social media for your business.
    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
    Validating recommendations with online research
    Comparing options
    Providers meet prospects laterin the process
  • 7. Higher Expectations
    Great design and branding
    Personalized, relevant content
    Advanced features
    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.”
  • 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
    Relationship Lifecycle
    Increasing Visibility
    Establishing Credibility
    Nurturing Opportunity
    Deepening Relationships
  • 11. Increasing Visibility
    Search Ranking
    Off Page
    On Page
    Social media, digital PR, publishing, events…
    Blog, Content, SEO Optimization…
  • 12. Establishing Credibility
    Referrals Networks
    Speaking / Events
    Relevant Content (!)
  • 13. Nurturing Opportunity
    Touch campaigns
    Targeted content
    Web 2.0
  • 14. Deepening Relationships
    Influencer Networks
  • 15. It’s Not All or Nothing…
  • 16. What’s right for your firm?
    Our clients are digital
    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. Questions?
    Check with your compliance officer before starting.