How IFAs and Financial Planners can Differentiate with Social Media

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Social Media for IFAs and Financial Planners - how to use it to differentiate in a post RDR world - by Philip Calvert, Social Media Marketing Speaker and Founder of IFA Life - the Social Network for …

Social Media for IFAs and Financial Planners - how to use it to differentiate in a post RDR world - by Philip Calvert, Social Media Marketing Speaker and Founder of IFA Life - the Social Network for IFAs and Financial Planners

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  • 1. Philip Calvert IFA Life www.ifalife.com Do you stand out from the crowd? How to differentiate with Social Media in a post RDR world
  • 2. Perceptions of IFAs and Financial Advisers “ I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.”
  • 3. Perceptions of IFAs and Financial Advisers “ I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.” “ Every time he comes round he tries to sell me a policy and I always do what he says because I feel I ought to.”
  • 4.
    • 29% believe their knowledge is as good
    Compeer March 2009 Financial DIY Report Financial Advisers struggling to get noticed by consumers
  • 5.
    • 29% believe their knowledge is as good
    • 34% believe that ‘advice’ is a disguise for ‘sales’
    Compeer March 2009 Financial DIY Report Financial Advisers struggling to get noticed by consumers
  • 6.
    • 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 Financial Advisers struggling to get noticed by consumers
  • 7.
    • 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 Financial Advisers struggling to get noticed by consumers
  • 8.
    • 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... Financial Advisers struggling to get noticed by consumers
  • 9.
    • Consumers still want access to your expertise
    • But they don’t always want to meet you
    Financial Advisers struggling to get noticed by consumers
  • 10.
    • Consumers still want access to your expertise
    • But they don’t always want to meet you
    • Do Doctors feel under threat from the Internet?
    Financial Advisers struggling to get noticed by consumers
  • 11.
    • Consumers still want access to your expertise
    • But they don’t always want to meet you
    • Do Doctors feel under threat from the Internet?
    Financial Advisers struggling to get noticed by consumers Of course not!
  • 12. The problem with consumers
    • They have too many choices
  • 13. The problem with consumers
    • They have too many choices
    • You don’t stand out enough
  • 14. The problem with consumers
    • They have too many choices
    • You don’t stand out enough
    • They don’t have enough time
  • 15. 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
  • 16. 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
  • 17. Tell us something we don’t already know
  • 18. Tell us something we don’t already know
  • 19. Tell us something we don’t already know
  • 20. How clear is your proposition?
  • 21. DIFFERENTIATE OR DIE.
  • 22. What are you doing to get noticed?
  • 23. Change is scary at first (but you know it will be great!)
  • 24. YOU will be the key differentiator in your business!
  • 25.  
  • 26.
    • Google Places
    • YouTube
    • Blog
    • LinkedIn
    • Facebook
    • Twitter
    • Ecademy
    • Slideshare
    • Foursquare
    • iPhone App
    Tools that work for IFAs
  • 27.  
  • 28.
    • Google Places
    • YouTube
    • Blog
    • LinkedIn
    • Facebook
    • Twitter
    • Ecademy
    • Slideshare
    • Foursquare
    • iPhone App
    Tools that work for IFAs
  • 29. How to Leverage LinkedIn
  • 30. Why are you on LinkedIn?
    • May 2003
    • 100m users (1m per week)
    • 200 countries
    • 21 million US visits pm
    • 48 million visits globally
    • 50% in US
    • 4 million in UK
    • Other business networks
      • Viadeo (30m)
      • Xing (10m)
      • Ecademy
    • 70% of IFAs on LinkedIn (but don’t know why)
    • A HUGE mine of data. All LinkedIn features help you leverage that data
    • Invest time in creating a compelling profile page
    LinkedIn is a “People Search Engine”
  • 31. Why are you on LinkedIn?
    • Find contacts
    • Find likeminded
    • Share contacts
    • Highlight expertise
    • Get/give answers
    • Get/give company news
    • Find/advertise jobs
    • Find/promote events
  • 32. Why are you on LinkedIn?
    • Share status
    • Find personalised news
    • Career discussions
    • Build Community
    • Search topics and people
    • Search engine optimisation
    • Share content within LinkedIn
    • Find contacts
    • Find likeminded
    • Share contacts
    • Highlight expertise
    • Get/give answers
    • Get/give company news
    • Find/advertise jobs
    • Find/promote events
  • 33. Profile
    • People Search Engine
    • Looking for expertise – not friends
    • Enhance perception of your Professional credibility
    • Differentiation post RDR
    • “ People Buy People”
  • 34. A search for ‘Financial Planner’ gets 92,000 results
  • 35. Profile
    • First – check your activity visibility
  • 36. Profile
    • Add your keywords (Pensions, Mortgages etc) to each of these sections:
    • Key sections:
      • Headline
      • Current work
      • Past work
      • Website
      • Public profile URL
      • Summary
      • Specialities
      • Contact settings
    • Interests
    • Skills
    • Honours and Awards
    • Groups and Associations
    • Add sections: e.g. SlideShare presentations
  • 37. Add keywords to your name
  • 38. Add your current activities – not just your current job Include keywords in your profile URL/address
  • 39.  
  • 40.  
  • 41. Add your keywords in Specialties section
  • 42. Expand on your current activities and include your keywords
  • 43. Request and add testimonials
  • 44. Add keywords, but also show your human side
  • 45. Add contact details but also include your keywords
  • 46. Profile add ins
    • Applications
      • Events
      • Polls
      • Projects
      • Trips
      • WordPress blog
      • SlideShare
    • More Applications
      • Company Buzz
      • Amazon reading list
      • Box.net
      • Google presentations
      • iPhone App to use LinkedIn on the move
    Change the order to suit what you want people to see
  • 47. Skills
  • 48. Skills Type in your skill and LinkedIn shows new connections for you
  • 49. Search and Save
  • 50. Search and Save Filter by Network, Individuals, Company, Time, Location, Industry and #
  • 51. Company profiles
    • 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)
  • 52. Company profiles
    • 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
  • 53. Groups
    • Join (50) and/or create your own
    • Groups tab > Groups you may like
    • Build Community
    • People opt in to your content
      • Feed the fish
    • Follow specific content
    • LinkedIn emails your content
  • 54. Typical discussion forum in LinkedIn groups
  • 55. Use submission queue to filter out spam in your group
  • 56. Answers
    • More tab > Answers
    • Enhance perception of your expertise by answering people’s questions
    • Recommended categories for you
  • 57. News
    • More tab > News
    • Personalised news just for you based on your profile content
  • 58. Stuck?
    • Learning centre: http://learn.linkedin.com/
    • Under the ‘More’ tab
  • 59. Read/listen again www.ifalife.com/LinkedInforAdvisers Learn why Foursquare is important for IFAs www.ifalife.com/FoursquareforIFAs Follow IFA Life on Foursquare www.foursquare.com/IFALife Contact and Speaking bookings [email_address] Twitter www.twitter.com/IFALife Join over 6,500 IFAs who use IFA Life www.ifalife.com