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Ascentric Conference 2011:  Social Media:  Time-Wasting Fad, or the Holy Grail of Communication Tools for IFAs and Financial Planners?
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Ascentric Conference 2011: Social Media: Time-Wasting Fad, or the Holy Grail of Communication Tools for IFAs and Financial Planners?

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Philip Calvert's presentation on Social Media for IFAs and Financial Planners at the the 2011 Ascentric conference.

Philip Calvert's presentation on Social Media for IFAs and Financial Planners at the the 2011 Ascentric conference.

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  • 1. Please turn your phones ON. Thank you. #Ascentric #IFALife Social Media: Time-wasting fad, or the Holy Grail of Communication tools for IFAs? Conference 2011
  • 2. Important housekeeping note
  • 3. Important housekeeping note
  • 4. RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet
  • 5. RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet STRESS!
  • 6.  
  • 7. [Source: unknown]
  • 8. [Source: unknown]
  • 9. Why is Social Media important?
  • 10. Social Media explained
  • 11. Social Media explained
    • I need to pee
    • I peed
    • This is where I pee
    • Why do I pee?
    • Look at this pee!
    [Source: unknown]
  • 12. Social Media explained
    • I’m good at peeing!
    [Source: unknown]
  • 13. Social Media explained Forget “Social Media”. Remember Image, Identity and Reputation Management .
  • 14. Powerful networking tool, but be careful...
  • 15. Financial Advisers are struggling to get noticed
    • 29% believe their knowledge is as good
    Compeer March 2009 Financial DIY Report
  • 16. Financial Advisers are struggling to get noticed
    • 29% believe their knowledge is as good
    • 34% believe that ‘advice’ is a disguise for ‘sales’
    Compeer March 2009 Financial DIY Report
  • 17. Financial Advisers are struggling to get noticed
    • 29% believe their knowledge is as good
    • 34% believe that ‘advice’ is a disguise for ‘sales’
    • 38% don’t believe advisers add enough value to justify their fees
    Compeer March 2009 Financial DIY Report
  • 18. Financial Advisers are struggling to get noticed
    • 29% believe their knowledge is as good
    • 34% believe that ‘advice’ is a disguise for ‘sales’
    • 38% don’t believe advisers add enough value to justify their fees
    • 44% view the Internet as ‘an essential source of financial information and advice’
    Compeer March 2009 Financial DIY Report
  • 19. Financial Advisers are struggling to get noticed
    • 29% believe their knowledge is as good
    • 34% believe that ‘advice’ is a disguise for ‘sales’
    • 38% don’t believe advisers add enough value to justify their fees
    • 44% view the Internet as ‘an essential source of financial information and advice’
    Compeer March 2009 Financial DIY Report But...
  • 20. Financial Advisers are struggling to get noticed
    • Consumers still want access to your expertise
    • They don’t always want to meet you
      • Permanent Insurance
  • 21. Financial Advisers are struggling to get noticed
    • Consumers still want access to your expertise
    • They don’t always want to meet you
      • Permanent Insurance
    • Are Financial Planners, Solicitors and Doctors under threat from the Internet?
  • 22. The problem with consumers
    • They have too many choices
    • You don’t stand out enough
    • They don’t have enough time
    • The Internet is seen as a shortcut
    • You don’t stand out enough online
  • 23. Tell us something we don’t already know
  • 24. Tell us something we don’t already know
  • 25. Tell us something we don’t already know
  • 26. Tell us something we don’t already know
  • 27. Differentiate or Die
  • 28. Your Differentiation Plan
    • In the industry
    • In your community
    • In your niche
    Your most powerful differentiator is...
  • 29.  
  • 30.  
  • 31. What are you doing to get noticed?
  • 32.
    • Google Places
    • YouTube
    • Blog
    • LinkedIn
    • Facebook
    • Twitter
    • Google +
    • Ecademy
    • Slideshare
    • EventBrite
    • Foursquare
    • IFA Life
    • iPhone App
    Image Management tools
  • 33.  
  • 34. How to Leverage LinkedIn
  • 35. What is LinkedIn?
    • May 2003
    • 100 m users
    • 200 countries
    • 21 m UK visits pm
    • 270 m visits globally pm
    • 50% in US, 8+ million in UK
    • Viadeo (30m), Xing (10m), Fast Pitch, Ecademy
    • Shift from a Jobs site to real-time networking
  • 36. Name Active user accounts Facebook 750 million Tencent QQ 674 million Qzone 480 million Netease 360 million Windows Live Messenger 330+ million Tencent Weibo 233 million Habbo 203 million Twitter 200 million Sina Weibo 200 million Skype 145 million Vkontakte 135+ million Badoo 121+ million Orkut 120+ million Bebo 117 million LinkedIn 100+ million
  • 37. What is LinkedIn?
    • May 2003
    • 100 m users
    • 200 countries
    • 21 m UK visits pm
    • 270 m visits globally pm
    • 50% in US, 8+ million in UK
    • Viadeo (30m), Xing (10m), Fast Pitch, Ecademy
    • Shift from a Jobs site to real-time networking
  • 38. What is LinkedIn?
    • 70% of IFAs
    • A HUGE mine of data. All LI products help you leverage that data
    • Invest time because it’s a People Search Engine
    • May 2003
    • 100 m users
    • 200 countries
    • 21 m UK visits pm
    • 270 m visits globally pm
    • 50% in US, 8+ million in UK
    • Viadeo (30m), Xing (10m), Fast Pitch, Ecademy
    • Shift from a Jobs site to real-time networking
  • 39. Why are you on LinkedIn?
    • Find contacts
    • Find likeminded
    • Share contacts
    • Highlight expertise
    • Shape your personal brand
    • Get/give answers
    • Get/give company news
    • Find/advertise jobs
    • Find/promote events
  • 40. Why are you on LinkedIn?
    • Share status
    • Find personalised news
    • Career discussions
    • Build Community
    • Search topics and people
    • SEO
    • Share content
    • Find contacts
    • Find likeminded
    • Share contacts
    • Highlight expertise
    • Shape your personal brand
    • Get/give answers
    • Get/give company news
    • Find/advertise jobs
    • Find/promote events
  • 41. Why are you on LinkedIn?
    • Find contacts
      • Don’t be lazy when connecting!
      • Personalise your message
  • 42. Invest time in your Profile
  • 43. Invest time in your Profile
    • People Search Engine
    • Looking for expertise – not friends
    • Professional credibility
    • Differentiation post RDR
    • “ People Buy People”
    • Shape your personal brand
  • 44. Invest time in your Profile
  • 45. Invest time in your Profile
  • 46. Invest time in your Profile Art Flater
  • 47. Invest time in your Profile “ Specialties: Exceptionally good with sarcastic, smart ass remarks.” “ Able to sit in my chair for extended periods of time without numbness or fatigue.” “ Invented the 2 hour lunch break, which has been adapted by sales slackers everywhere.” “ Attempted to train dealer staff until I realized most were too stupid to accept the training. Once I realized that fact, I would just take them to lunch.” Art Flater
  • 48. Invest time in your Profile “ Sat on my chair and bitched at sales reps.” “ Sometimes I make a sales call.” “ Went to lunch a lot.” “ I avoid meaningful engagement and work, if at all possible.” “ Talked on the phone and hung out. Took credit for others accomplishments.” Art Flater
  • 49. Invest time in your Profile
    • Check visibility > Philip’s Activity > edit
  • 50. Invest time in your Profile
    • Check visibility > Philip’s Activity > edit
  • 51. Invest time in your Profile
    • Monitor your profile
    Pro tip: Thank people who look at your profile
  • 52. Invest time in your Profile
  • 53. ...as a Search Engine.
  • 54. Search: Financial Planner
  • 55. Profile
    • Decide your keywords – Very important
    • Add them to these key profile sections:
      • Headline
      • Current work
      • Past work
      • Website
      • Public profile URL
      • Summary
      • Specialities
      • Contact settings
    • Interests
    • Skills
    • Honours and Awards
    • Groups and Associations
    • Add extra sections
  • 56. Note the keywords in name and summary
  • 57. 1. Note the keywords
  • 58. 1. Note the keywords 2. Customise your profile URL
  • 59. Connecting Twitter to LinkedIn
    • Paint a broader picture of you and your professional life
  • 60.  
  • 61. Add keywords near the top of your Summary section
  • 62. Include keywords in your Specialties
  • 63. Include keywords in the Experience section
  • 64. Include keywords in other sections
  • 65. Prove your expertise and value by adding testimonials using the tool provided
  • 66. Show your human side by adding non-work interests – plus a couple of keywords of course!
  • 67. Contact Tina Include a couple of keywords in your Contact details too
  • 68. Contact Art Humour works too!
  • 69. Profile add ins
    • Applications
      • Events
      • Polls
      • Projects
      • Trips
      • WordPress blog
      • SlideShare
    • More Applications
      • Company Buzz
      • Amazon reading list
      • Box.net
      • Google presentations
      • iPhone App
      • Paid advertisements
    Change the order to suit what you want people to see
  • 70. Events Choose Event Keywords
  • 71. Events First page Google results
  • 72. Pulls in your presentations from SlideShare Profile add ins
  • 73. Skills Add Skills to your profile. LinkedIn will show you a wealth of related resources...
  • 74. Skills
  • 75. Skills – Art Flater
  • 76. Skills – Art Flater
  • 77. Companies
    • Basic details and map
    • Get followers
    • Edit profile > Timeline
    • List key employees
    • Share comments to Twitter and/or LI contacts
    • Recent tweets (incl. Foursquare checkins)
  • 78. Companies
    • Basic details and map
    • Get followers
    • Edit profile > Timeline
    • List key employees
    • Share comments to Twitter and/or LI contacts
    • Recent tweets (incl. Foursquare checkins)
    • Products/services – images, video, URL and people
    • Request and show recommendations
    • Follow button for your website
    • Advertise jobs ($195)
    • Promote – PPC or per 1000 impressions
  • 79. Companies IFA: only 178 results as at Sept 2011 Every IFA should have a company profile
  • 80. Companies Financial Planning: 653 results as at Sept 2011 Every financial planning firm should have a company profile
  • 81. Companies Status Updates of 500 characters
  • 82. Answers
    • More tab > Answers
    • Enhance and recognise perception of expertise
    • Recommended categories for you
    A powerful way to prove your expertise
  • 83. News
    • More tab > News
    • Personalised – suggested categories
      • Major headlines
      • Financial Services
      • Marketing
      • Etc
    Personalised news based on your profile page
  • 84. Groups
    • Join (50) and/or create your own
    • Groups tab > Groups you may like
    • Build Community around You
    • People opt in to your content
      • “ Feed the fish and they’ll keep coming back”
    • Follow specific content
    • LinkedIn emails your content to your contacts
    • Visibility in Google search results
  • 85. RDR A golden opportunity to reconnect and to differentiate your proposition.
  • 86. www.ifalife.com