Advisor Best Practices in Social Media Marketing


                                                     presented by
     ...
© 2010 Kip Gregory. All Rights Reserved.


 The following presentation was delivered at the LIMRA/LOMA Social Media in Fin...
A Little Background


• 13 years teaching organizations how to 
  harness existing resources to increase sales 
  producti...
Hierarchy of Issues




           Utilization                              Education


        The Gregory Group
        ...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   5
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   6
3 Ways Social Networking Accelerates Selling Success


• Puts you in control of the referral process


• Improves your bra...
What Drives Sales?


• An agent/advisor’s best source of new business is…
   – Advertising
   – Cold calls

        The Gr...
What Drives Referrals?


• Most referrals and introductions start with…



        The Gregory Group



               © 2...
The Pipeline Paradox


• Referrals drive growth

• Asking feels awkward

        The Gregory Group
• Opportunities missed
...
The Gregory Group



                    11
Who do you 
                                            know…?




The Gregory Group



   © 2010, Kip Gregory—The Gregory...
Who do you 
Hmm… who 
DO I know?                                            know…?




   The Gregory Group



           ...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   14
I wonder who 
                                             he knows…




The Gregory Group



   © 2010, Kip Gregory—The G...
X

            X                                                     X
X
The Gregory Group

    X                         ...
“I’ve put together a short list of folks I think you 
     The Gregory Group
know and wondered if you’d help me identify w...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   18
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   19
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   20
Improve Your Branding

  How easy is it for others to find the “you” that you want them to see?




          The Gregory ...
Improve Your Branding




       The Gregory Group



             © 2010, Kip Gregory—The Gregory Group. All Rights Reser...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   23
Uncover Hidden Connections to Prospects




       The Gregory Group



              © 2010, Kip Gregory—The Gregory Grou...
An Easy, Free Research Assistant


• Google News
   – Specialty search engine
   – 25,000+ sources

        The Gregory Gr...
type your search terms here




The Gregory Group



                © 2010, Kip Gregory—The Gregory Group. All Rights Res...
Key Words & Phrases for Flagging Opportunities


   acquired                  expanding                                   ...
Key Words & Phrases for Flagging Opportunities


• “has been appointed”                              • “will lay off”
• “p...
Key Words & Phrases for Flagging Opportunities


• “million in (cash OR stock)”                   • sold shares stock
• re...
Papers that Publish Changes Routinely


• Albany Times Union                              • Philadelphia Inquirer 
• Buffa...
S    M         T               W                T               F      S



    The Gregory Group



         © 2010, Kip ...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   32
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   33
The Gregory Group
The Gregory Group
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   36
The Gregory Group


http://news.google.com/news/advanced_news_search
       © 2010, Kip Gregory—The Gregory Group. All Rig...
The Gregory Group


http://news.google.com/news/advanced_news_search
       © 2010, Kip Gregory—The Gregory Group. All Rig...
The Gregory Group


   http://news.google.com/archivesearch
   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved....
What’s Newsworthy to You?


• People & Organizations
   – You                                                 – Referral s...
Track Your Search Terms Automatically


• Google Alerts
   – Free digital clipping service                                ...
The Gregory Group


        http://www.google.com/alerts
   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   ...
The Social Media are Here.  Are You Ready?
     Gregory Group
                                                            ...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   44
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   45
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   46
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   47
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   48
P




    The Gregory Group



       © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   49
http://www.linkedin.com
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   50
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   51
david cole orlando




The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.           52
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   53
P




    ?



    The Gregory Group
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        © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. ...
Gain Insight through People You Know




   “I just read an article about someone I think you’re 
        The Gregory Grou...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   56
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   57
Connecticut’s Fastest Growing Private Companies


• Easy Seat                                      • Higher One

• Tangoe ...
tangoe




The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   59
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   60
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   61
Develop Your Pipeline




        The Gregory Group
  Who owns—or runs—a company that employs 50 or 
   more people and is...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   63
Develop Your Pipeline


• Search criteria
   – Title: ceo (current)
   – Location: United States

        The Gregory Grou...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   65
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   66
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   67
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   68
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   69
Climb the Learning Curve




        The Gregory Group


           How do you get from here… to there?
               © 2...
Climb the Learning Curve




                                                                       Apply 
               ...
Climb the Learning Curve


1. Profile(s)
2. Network
3. Usage
        The Gregory Group
4. Knowledge
5. Benefit
6. Credibil...
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   73
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   74
The Gregory Group



   © 2010, Kip Gregory—The Gregory Group. All Rights Reserved.   75
Ways The Gregory Group Can Help


• Facilitate dialogue

• Formulate and implement strategy

        The Gregory Group
• E...
To Learn More…


    Contact us:

            Kip Gregory
       The Gregory Group
            Principal, The Gregory Grou...
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Kip Gregory LIMRA Seminar Advisor Best Practices in Social Media Marketing

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Presentation delivered on August 26, 2010 at the LIMRA/LOMA Social Media in Financial Services Seminar in Windsor, CT.

Kip addressed an audience of marketing, distribution, IT, and compliance/risk management professionals from more than 50 companies across the insurance industry about the impact of social media on traditional distribution of life insurance.

Gregory’s remarks focused on how and why current social networking sites such as LinkedIn represent a significant breakthrough in the way insurance agents manage relationships, identify business development opportunities, and control the referral process—and what management at forward-thinking life companies should be doing right now to support and lead their organizations on the compliant adoption of this new technology.

Kip's contact information is included in the slide file. Please feel welcome to contact him with questions about this material or to discuss how The Gregory Group can help your organization successfully incorporate social networking into your distribution strategy.

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Kip Gregory LIMRA Seminar Advisor Best Practices in Social Media Marketing

  1. 1. Advisor Best Practices in Social Media Marketing presented by Kip Gregory, Principal of The Gregory Group LIMRA/LOMA Social Media in Financial Services Seminar August 26, 2010 Windsor, CT
  2. 2. © 2010 Kip Gregory. All Rights Reserved. The following presentation was delivered at the LIMRA/LOMA Social Media in Financial  Services Seminar in Windsor, CT in August 2010.  Kip Gregory addressed an audience of marketing, distribution, IT, and compliance/risk  management professionals from more than 50 companies across the insurance industry about  the impact of social media on traditional distribution of life insurance.  Kip’s remarks focused on how and why current social networking sites such as LinkedIn  represent a significant breakthrough in the way insurance agents manage relationships,  The Gregory Group identify business development opportunities, and control the referral process—and what  management at forward‐thinking life companies should be doing right now to support and lead their organizations on the compliant adoption of this new technology.  This material has been provided to attendees of the seminar solely for personal review of its  content. The slides may not be altered in any way, republished or excerpted without the prior  expressed written consent of Kip Gregory.  Please contact Kip via phone or email (below) with questions about this material or to discuss  how LIMRA and The Gregory Group can help your organization successfully incorporate social  networking into your existing distribution efforts.  (202) 364‐6913 kip@gregory‐group.com August 30, 2010 © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 2
  3. 3. A Little Background • 13 years teaching organizations how to  harness existing resources to increase sales  productivity and profitability The Gregory Group • Author of Winning Clients in a Wired World • Consultant and speaker • Launched GE Capital’s life insurance  business • http://www.kipgregory.com © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 3
  4. 4. Hierarchy of Issues Utilization Education The Gregory Group Supervision Systems Regulation Rules © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 4
  5. 5. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 5
  6. 6. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 6
  7. 7. 3 Ways Social Networking Accelerates Selling Success • Puts you in control of the referral process • Improves your branding The Gregory Group • Helps uncover hidden connections to prospects © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 7
  8. 8. What Drives Sales? • An agent/advisor’s best source of new business is… – Advertising – Cold calls The Gregory Group – Direct mail – The Internet – Referrals – Seminars – Other © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 8
  9. 9. What Drives Referrals? • Most referrals and introductions start with… The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 9
  10. 10. The Pipeline Paradox • Referrals drive growth • Asking feels awkward The Gregory Group • Opportunities missed • Business goes elsewhere © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 10
  11. 11. The Gregory Group 11
  12. 12. Who do you  know…? The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 12
  13. 13. Who do you  Hmm… who  DO I know? know…? The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 13
  14. 14. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 14
  15. 15. I wonder who  he knows… The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 15
  16. 16. X X X X The Gregory Group X X © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 16
  17. 17. “I’ve put together a short list of folks I think you  The Gregory Group know and wondered if you’d help me identify who  might be worth talking to first?” © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 17
  18. 18. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 18
  19. 19. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 19
  20. 20. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 20
  21. 21. Improve Your Branding How easy is it for others to find the “you” that you want them to see? The Gregory Group kip gregory © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 21
  22. 22. Improve Your Branding The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 22
  23. 23. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 23
  24. 24. Uncover Hidden Connections to Prospects The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 24
  25. 25. An Easy, Free Research Assistant • Google News – Specialty search engine – 25,000+ sources The Gregory Group – From real‐time results to 100 years of history – Scan complete articles… or only headlines – Pinpoint by geography or publication http://news.google.com © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 25
  26. 26. type your search terms here The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 26
  27. 27. Key Words & Phrases for Flagging Opportunities acquired expanding promoted announced funded published appoints hiring purchased The Gregory Group awarded joined  reported  contracted laying off relocating donating merging retiring downsizing meeting selling elected named surveyed opened © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 27
  28. 28. Key Words & Phrases for Flagging Opportunities • “has been appointed” • “will lay off” • “plans to hire” • “has stepped down” • “intent to acquire” • “spinning off” The Gregory Group • contract “has been awarded” • “will be joining the” • announced “has acquired” • “will be relocating” • “has been promoted” • “opened a new office” • “has been named” • “report released” • “elected to the” • announce merger © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 28
  29. 29. Key Words & Phrases for Flagging Opportunities • “million in (cash OR stock)” • sold shares stock • reported earnings • “plans to sell” • “record earnings” • “recently named” The Gregory Group • “assumed responsibility for” • “plans to open” • “plans to restructure” • issued “request for proposal” • “will be responsible for” • “to cut * jobs” • “personnel changes” • awarded contract © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 29
  30. 30. Papers that Publish Changes Routinely • Albany Times Union • Philadelphia Inquirer  • Buffalo News • Saint Louis Post Dispatch • Charlotte Observer • Salt Lake City Tribune The Gregory Group • Cincinnati Enquirer • San Diego Union Tribune • Daily Record (NJ) • Seattle Times  • Denver Post • Tampa Tribune • Des Moines Register • Tennessean (Nashville) • Detroit News • Washington Post • Long Island Newsday © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 30
  31. 31. S M T W T F S The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 31
  32. 32. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 32
  33. 33. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 33
  34. 34. The Gregory Group
  35. 35. The Gregory Group
  36. 36. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 36
  37. 37. The Gregory Group http://news.google.com/news/advanced_news_search © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 37
  38. 38. The Gregory Group http://news.google.com/news/advanced_news_search © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 38
  39. 39. The Gregory Group http://news.google.com/archivesearch © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 39
  40. 40. What’s Newsworthy to You? • People & Organizations – You – Referral sources – Clients – Centers of influence The Gregory Group – Prospects – Competitors • Topics – Industry – Legislation – Occupation – Community – Special interests – Events © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 40
  41. 41. Track Your Search Terms Automatically • Google Alerts – Free digital clipping service News – Tracks news & other categories of content Blogs The Gregory Group Video – Delivers information automatically Discussions Everything – Easy to set up and edit – Perfect complement to Google News http://www.google.com/alerts © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 41
  42. 42. The Gregory Group http://www.google.com/alerts © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 42
  43. 43. The Social Media are Here.  Are You Ready? Gregory Group presented by Kip Gregory, Principal of The Gregory Group LIMRA/LOMA 2010 Compliance & Market Conduct Exchange March 25, 2010 Orlando, FL © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 43
  44. 44. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 44
  45. 45. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 45
  46. 46. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 46
  47. 47. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 47
  48. 48. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 48
  49. 49. P The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 49
  50. 50. http://www.linkedin.com The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 50
  51. 51. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 51
  52. 52. david cole orlando The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 52
  53. 53. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 53
  54. 54. P ? The Gregory Group C © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 54
  55. 55. Gain Insight through People You Know “I just read an article about someone I think you’re  The Gregory Group acquainted with and wanted to get your advice on  the best way to approach them…” © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 55
  56. 56. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 56
  57. 57. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 57
  58. 58. Connecticut’s Fastest Growing Private Companies • Easy Seat • Higher One • Tangoe • Oakleaf The Gregory Group • Open Solutions • Premier E‐Security  • FM Facility Maintenance • SS&C Technologies Holdings • Ticket Software • Affinion Group Holdings © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 58
  59. 59. tangoe The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 59
  60. 60. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 60
  61. 61. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 61
  62. 62. Develop Your Pipeline The Gregory Group Who owns—or runs—a company that employs 50 or  more people and is within 25 miles of Hartford? © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 62
  63. 63. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 63
  64. 64. Develop Your Pipeline • Search criteria – Title: ceo (current) – Location: United States The Gregory Group – Postal Code: 06103 (Hartford, CT) – Within: 25 miles – Company Size: 50+ employees © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 64
  65. 65. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 65
  66. 66. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 66
  67. 67. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 67
  68. 68. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 68
  69. 69. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 69
  70. 70. Climb the Learning Curve The Gregory Group How do you get from here… to there? © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 70
  71. 71. Climb the Learning Curve Apply  Knowledge Develop  The Gregory Group Become  Skills Aware How do you get from here… to there? © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 71
  72. 72. Climb the Learning Curve 1. Profile(s) 2. Network 3. Usage The Gregory Group 4. Knowledge 5. Benefit 6. Credibility 7. Leadership © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 72
  73. 73. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 73
  74. 74. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 74
  75. 75. The Gregory Group © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 75
  76. 76. Ways The Gregory Group Can Help • Facilitate dialogue • Formulate and implement strategy The Gregory Group • Educate and train • Coach and mentor • Design and deliver value‐added content © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 76
  77. 77. To Learn More… Contact us: Kip Gregory The Gregory Group Principal, The Gregory Group 4425 Warren St NW Washington, DC 20016 202‐364‐6913 kip@gregory‐group.com www.kipgregory.com © 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 77
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