How to Leverage LinkedIn - What Every Financial Planner and IFA Needs to Know

How to Leverage LinkedIn What every IFA and Financial Planner needs to know Philip Calvert, IFA Life #IFALife

Important housekeeping note

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Why is Social Media important?

Social Media explained

I need to pee
I peed
This is where I pee
Why do I pee?
Look at this pee!
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I’m good at peeing!
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Powerful networking tool, but be careful...

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

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

What is LinkedIn?
May 2003
100 m users
200 countries
21 m UK visits pm

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

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

Share status
Find personalised news
Career discussions
Build Community
Search topics and people
SEO
Share content
Find contacts
Find likeminded
Share contacts
Highlight expertise
Get/give answers
Get/give company news
Find/advertise jobs
Find/promote events

Find contacts
Don’t be lazy when connecting!
Personalise your message

Invest time in your Profile

People Search Engine
Looking for expertise – not friends
Professional credibility
Differentiation post RDR
“ People Buy People”

Invest time in your Profile Art Flater

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

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

Check visibility > Philip’s Activity > edit

Monitor your profile
Pro tip: Thank people who look at your profile

...as a Search Engine.

Search: Financial Planner

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

Note the keywords in name and summary

1. Note the keywords

1. Note the keywords 2. Customise your profile URL

Connecting Twitter to LinkedIn
Paint a broader picture of you and your professional life

Add keywords near the top of your Summary section

Include keywords in your Specialties

Include keywords in the Experience section

Include keywords in other sections

Prove your expertise and value by adding testimonials using the tool provided

Show your human side by adding non-work interests – plus a couple of keywords of course!

Contact Tina Include a couple of keywords in your Contact details too

Contact Art Humour works too!

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

Events Choose Event Keywords

Events First page Google results

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

Pulls in your presentations from SlideShare Profile add ins

Skills Add Skills to your profile. LinkedIn will show you a wealth of related resources...

Skills

Skills – Art Flater

Search and Save Find topics of interest to you and save them for reference

Search and Save Filter by Network, Individuals, Company, Time, Location, Industry and #

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)

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

Companies IFA: only 178 results as at Sept 2011 Every IFA should have a company profile

Companies Financial Planning: 653 results as at Sept 2011 Every financial planning firm should have a company profile

Companies Status Updates of 500 characters

Answers
More tab > Answers
Enhance and recognise perception of expertise
Recommended categories for you
A powerful way to prove your expertise

News
More tab > News
Personalised – suggested categories
Major headlines
Financial Services
Internet marketing
Online media
Marketing
Etc
Follow sources
Reuters, Bloomberg etc
Suggestions for you via shares on StumbleUpon
Novel and newsworthy
News shared by people in your network
Personalised news based on your profile page

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

Example forum in LinkedIn groups

You decide which content appears

Niche Groups & Communities
IFP group
Financial Planners using Social Media
Marketing for IFAs group
ISO 22222 group
My Money Tip group
Create exclusive groups. E.g.
Blue Sky Best Practice group for IFAs and Financial Planners http://www.ifalife.com/Networking

My Money Tip
Personal Finance Tips for the Internet generation
140 characters maximum
Please share your expertise http://www.ifalife.com/MyMoneyTip
Post to the My Money Tip LinkedIn Group
Tweet to @MyMoneyTip
Email to philip@ifalife.com

Stuck?
Learning centre: http://learn.linkedin.com/
Under the ‘More’ tab
Or email: [email_address]
http://uk.linkedin.com/in/socialmediaspeaker

www.ifalife.com

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How to Leverage LinkedIn - What Every Financial Planner and IFA Needs to Know

by Philip Calvert on Oct 06, 2011

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