How to build your financial services brand in the social media space<br />
1. Branding<br />
2. Projecting<br />
3. Conversing<br />
In many ways, choosing an adviser is a leap of faith<br />
It all comes down to this<br />Which company will help me feel confident about my financial future and that of those who r...
“I don’t know who you areI don’t know your company.I don’t know your company’s product.I don’t know what your company stan...
Branding is something you do already<br />
Or is it?<br />
Branding your business – 3 steps<br />1<br />Consider what you’d like people to remember about you<br />
2<br />Think about what makes you different and try to bring that out in everything you do (Remember to be customer focuss...
Branding your business<br />3<br />Be single minded.<br />It is an old marketing maxim.<br />If you throw one ball to some...
Your two most valuable commodities<br />Trust<br />Reputation<br />
Clarity and consistency build trust and reputation<br />Clarity<br />Clear about who they are, what they stand for and wha...
Your social media presence is the clothes you wear on the internet<br />Your social media presence is the clothes you wear...
Branding Summary<br />1. Why brand?<br />To communicate what you offer, your unique qualities and experience<br />2. Brand...
2. Projecting<br />
The extended visibility of your brand: So from stationary, to website, to all the available channels<br />
Why bother?<br />Real time search<br />The extended visibility of your brand: So from stationary, to website, to all the a...
Why bother?<br />“Everything you now do with social media will have an impact on search” <br />Cedric Chambaz, Microsoft<b...
Need image for telling stories<br />
Summary<br />Popular content:<br /><ul><li>Lists
How-tos
Stories
Videos</li></li></ul><li>Structuring your content<br />
Sharing and following content<br />Sharing content:<br /><ul><li>add this
tweetmeme
slideshare
YouTube</li></li></ul><li>Tools to maximise reach<br />
Projecting Summary<br />Why bother?<br /><ul><li>To build trust in your clients and with a wider audience</li></ul>Effecti...
Advanced ‘listening’ tools<br />
Don’t allow voids to develop around your brand<br />
Brand advocates<br />
Conversation Summary<br />1.	Listen first<br /><ul><li>Monitoring social media offers great insight into the hopes and fea...
2. Projecting<br />
3. Conversing<br />
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How To Build Your Financial Services Brand Release

  1. 1. How to build your financial services brand in the social media space<br />
  2. 2. 1. Branding<br />
  3. 3. 2. Projecting<br />
  4. 4. 3. Conversing<br />
  5. 5.
  6. 6.
  7. 7. In many ways, choosing an adviser is a leap of faith<br />
  8. 8. It all comes down to this<br />Which company will help me feel confident about my financial future and that of those who rely on me?<br />Will you deliver the cheque and will it meet my expectations?<br />
  9. 9. “I don’t know who you areI don’t know your company.I don’t know your company’s product.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s record.I don’t know your company’s reputation.Now - what was it you wanted to sell me? ”<br />Moral – Sales start before your salesman calls<br />(Source: Advertisement for McGraw Hill Magazines.)<br />
  10. 10. Branding is something you do already<br />
  11. 11. Or is it?<br />
  12. 12. Branding your business – 3 steps<br />1<br />Consider what you’d like people to remember about you<br />
  13. 13. 2<br />Think about what makes you different and try to bring that out in everything you do (Remember to be customer focussed).<br />
  14. 14. Branding your business<br />3<br />Be single minded.<br />It is an old marketing maxim.<br />If you throw one ball to someone, they will catch it. If you throw several, they are unlikely to catch even one. <br />“A man may be so much of everything, that he is nothing of anything.” Samuel Johnson<br />The best communications focus on one message.<br />
  15. 15. Your two most valuable commodities<br />Trust<br />Reputation<br />
  16. 16. Clarity and consistency build trust and reputation<br />Clarity<br />Clear about who they are, what they stand for and what they offer their customers.<br />Consistency<br />Consistent in their presentation, in their character and in their messages.<br />Each of these builds trust and reputation<br />
  17. 17. Your social media presence is the clothes you wear on the internet<br />Your social media presence is the clothes you wear on the internet:<br />Speak with one voice consistently across all channels<br />Keep your ‘brand’ in mind in every interaction<br />Make sure everyone is on board<br />Good English is important – check your spelling and grammar<br />
  18. 18.
  19. 19.
  20. 20. Branding Summary<br />1. Why brand?<br />To communicate what you offer, your unique qualities and experience<br />2. Branding your business<br />To build trust and reputation and instil confidence in your customers<br />3. Communicating consistently<br />To be consistently recognisable through clarity in identity<br />
  21. 21. 2. Projecting<br />
  22. 22.
  23. 23. The extended visibility of your brand: So from stationary, to website, to all the available channels<br />
  24. 24. Why bother?<br />Real time search<br />The extended visibility of your brand: So from stationary, to website, to all the available channels<br />
  25. 25. Why bother?<br />“Everything you now do with social media will have an impact on search” <br />Cedric Chambaz, Microsoft<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29. Need image for telling stories<br />
  30. 30.
  31. 31. Summary<br />Popular content:<br /><ul><li>Lists
  32. 32. How-tos
  33. 33. Stories
  34. 34. Videos</li></li></ul><li>Structuring your content<br />
  35. 35. Sharing and following content<br />Sharing content:<br /><ul><li>add this
  36. 36. tweetmeme
  37. 37. slideshare
  38. 38. YouTube</li></li></ul><li>Tools to maximise reach<br />
  39. 39. Projecting Summary<br />Why bother?<br /><ul><li>To build trust in your clients and with a wider audience</li></ul>Effective content and propagation<br /><ul><li>Make your content easy to digest, and easy to share</li></ul>Tools to maximise reach<br /><ul><li>To maximise your return on your time investment</li></li></ul><li>3. Conversing<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44. Advanced ‘listening’ tools<br />
  45. 45.
  46. 46.
  47. 47. Don’t allow voids to develop around your brand<br />
  48. 48. Brand advocates<br />
  49. 49. Conversation Summary<br />1. Listen first<br /><ul><li>Monitoring social media offers great insight into the hopes and fears of your audience.</li></ul>2. Join in the conversation<br /><ul><li>Establish where conversations are happening and take the opportunity to engage </li></ul>3. Actively manage both positive and negative<br /><ul><li>How you manage your brand in social media will leave a permanent legacy, make sure it’s the right one</li></li></ul><li>1. Branding<br />
  50. 50. 2. Projecting<br />
  51. 51. 3. Conversing<br />
  52. 52. And finally…<br />
  53. 53. Thank you<br />www.thegateworldwide.com<br />twitter.com/TheGateLondon<br />http://uk.linkedin.com/in/nicolawebber<br />‘nicolawebber’<br />Nicola Webber<br />
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