Using LinkedIn to Increase Bank Sales

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This presentation was given at the 2011 BAI Retail Delivery Conference in Chicago.

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  • As a result of all of this investment, you will find that this directly impact your search rankings.
  • Using LinkedIn to Increase Bank Sales

    1. 1. Using LinkedIn toliveworkcontribute…and increase bank sales • Jennifer Grazel, LinkedIn • Mark Zmarzly, ACTON Marketing © 2011 LinkedIn. All rights reserved. Confidential 0
    2. 2. Agenda Overview of how marketing has changed Insight into how LinkedIn is designed to help you:  Find leads and decrease cold-calling  Generate more business opportunities  Discover how people are connected  Engage your existing clients  Position yourself as an expert and thought leader Ideas to engage your community and own a niche © 2011 LinkedIn. All rights reserved. Confidential 1
    3. 3. Keep in mind as we go… Focus your content to future customers, not your peers. Our goal is to help you get found and generate sales, BUT, social media is about providing value and building community…sales is just the natural by product. Compliance still governs so check internally for policies on content, tracking of communications, etc. © 2011 LinkedIn. All rights reserved. Confidential 2 2
    4. 4. Marketing Has Fundamentally Changed “ You (can no longer) buy attention, you have to earn it” David Jones, Euro RSCG Marketers controlled: Consumers are the message, informed and in control medium and brand RESULT: New Musts: Transparency, Authenticity, Collaboration © 2011 LinkedIn. All rights reserved. Confidential 3
    5. 5. This Change Applies to Banking, too! Marketers controlled Consumers in control © 2011 LinkedIn. All rights reserved. Confidential 4
    6. 6. 1. Discovery of InformationShift of how we find, consume and interact with information © 2011 LinkedIn. All rights reserved. Confidential 5
    7. 7. Dramatic Shift in Marketing Ecosystem2. Sources of Influence Source: Forrester’s North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US), © 2011 LinkedIn. All rights reserved. Confidential 6
    8. 8. High Net Worth Investors are Engaging onSocial Platforms 63% of HNW individuals use social media for personal finance and investing and said that usage influenced their investment purchasing behavior Corporate Executive Board, VIP Forum How many of HNW are on LI? According to Third Party research: • Spectrum: 19% of millionaires are on LinkedIn ($5-25M) • SEI: 24.5% ($5M +) © 2011 LinkedIn. All rights reserved. Confidential 7
    9. 9. Small Business Owners are also UsingSocial Media Platforms Millions of small business owners are leveraging the power of sites like Facebook and LinkedIn. http://mashable.com/2010/03/02/small-business-stats/ © 2011 LinkedIn. All rights reserved. Confidential 8
    10. 10. 120+ million potential customers today and 4+ million more every month #29 largest site © 2011 LinkedIn. All rights reserved. Confidential 9
    11. 11. LinkedIn: Global Internet Business Platform Demographics Other Facts Average Age 44 # of Company Profiles > 2M Average HHI $105,731 # of People Searches (2010) > 2B HHI>$150K 22% # of Pageviews / month 1.3B+ College Grad 76% 2.2M Small Business Owners Fortune 100 Customers > 65% 7M Senior Executives # of Groups > 900K 400K Doctors # of Members in Groups 13M+ CXO at every F500 company Data from Q4 2010 © 2011 LinkedIn. All rights reserved. Confidential 10
    12. 12. What are Professionals Doing on LinkedIn? © 2011 LinkedIn. All rights reserved. Confidential 11
    13. 13. What are Bankers/Advisors Doing on LinkedIn? © 2011 LinkedIn. All rights reserved. Confidential 12
    14. 14. Have foundational elements in placebefore tapping into Social Media 1 • Identify your value proposition that differentiates your practice 2 • Develop your marketing plan • Develop your website as a key 3 component of your communication platformThe future of the financial services business will belongto those who can lead, teach, and inspire through theirauthentic voices and develop deep social “chemistry”with their communities. Stephanie Simmons © 2011 LinkedIn. All rights reserved. Confidential 13
    15. 15. Leveraging LinkedIn to achieve your key goals Business Client Engagement Development • Be visible • Collaborate • Connect • Cascade • Prospect © 2011 LinkedIn. All rights reserved. Confidential 14
    16. 16. Be Visible = Robust Profile Business Development Summary Descriptive overview (keywords) © 2011 LinkedIn. All rights reserved. Confidential 15
    17. 17. Be Visible = Robust Profile Business Development Summary ++ Searchable/VisibleStrong overview (keywords) Share worthy Content via WordPress, Slideshare Personal blogs © 2011 LinkedIn. All rights reserved. Confidential 16
    18. 18. Powerful Business Development Tools Business Development a. Faceted Search Search and prioritize by degrees of connection using: 2nd degree -Keywords - companies - titles (doctors, lawyers, cxo), - individual b. Groups © 2011 LinkedIn. All rights reserved. Confidential 17
    19. 19. Prospecting Business Development Step 1 Step 2 Step 3 © 2011 LinkedIn. All rights reserved. Confidential 18
    20. 20. Enhancing Client Relationships Client Engagement Step 1 Step 2 Step 3• Invite clients to connect on • Set up RSS feeds. • Distribute content viaLinkedIn Leverage LinkedIn Today preferred tools and Signal as source of• Ensure account settings insights • Listen to any reactionsare set to your liking • Develop content strategy • Vary content formats• Organize and track your & calendar (video, podcasts, polls)connections through Profileorganizer • Decide on frequency and • Be relevant and establish your rules of engagement your personal voice • Track and interact with your connections © 2011 LinkedIn. All rights reserved. Confidential 19
    21. 21. LinkedIn is Designed to Assist Your GoalsBanker Goals LinkedIn FeaturesConnect: Expand my network to maximize my • Faceted Search Amplifying Potential Connectionsuse • Inmail • Requests for IntroductionsBe Visible: Be present where my customers • Visible Profileare and easily searchable (SEM impact) • Company PageCollaborate: Tap into & leverage colleagues • Groupsand SMEs knowledge/POV on key topics • LinkedIn Today • LinkedIn SignalProspect: Facilitate discovery of new referral • Referral from 1st Degree Connectionssources • Inmail • Faceted Search • Direct AdsSupport: Leverage LI as an additional • Inmailcommunication tool in supporting clients • Status Updates • Content ModulesCascade: Distribute Company and individual • Profile UpdatesThought leadership • Company Pages • Content Modules © 2011 LinkedIn. All rights reserved. Confidential 20
    22. 22. Some Step by Step IdeasRemember:make itabout yourprospects,not justabout you! © 2011 LinkedIn. All rights reserved. Confidential 21
    23. 23. Some Step by Step Ideas Cardinal Rule: Give to Get! © 2011 LinkedIn. All rights reserved. Confidential 22
    24. 24. Some Step by Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 23
    25. 25. Some Step by Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 24
    26. 26. Some Step by Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 25
    27. 27. What niche (and search terms) do you want to own? Business Banking Advisor Financial Advisor Community Banker Mortgages & HELOC  Think locally and nationally Small Business Lending  Own it personally Business Finance Specialist Chicago’s Business Banker Small Business Banker Family Financial Planner Small Business Solution Provider 26 © 2011 LinkedIn. All rights reserved. Confidential 26
    28. 28. Some Step by Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 27
    29. 29. The End Goal Be Seen Be Hired Be Resourceful Be Be Engaging Multidimensional © 2011 LinkedIn. All rights reserved. Confidential 28
    30. 30. Final Thoughts & Questions Social media is about connecting…not about you Your end goal has to be bigger than just branding, visibility, sales, etc.…add value to your community There are lots of resources available to you online and in the appendix• Thank you for your time!Let’s connect:www.linkedin.com/in/markzmarzly Or @BankMarketingwww.linkedin.com/in/jennifergrazel Or @jgrazel © 2011 LinkedIn. All rights reserved. Confidential 29
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