LinkedIn for Financial Advisers

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LinkedIn for Financial Advisers workshop materials with LinkedIn expert and professional speaker Philip Calvert.

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LinkedIn for Financial Advisers

  1. 1. www.ifalife.com
  2. 2. Please turn your phones ON. Thank you. #LinkedInIFA The IFA and Financial Planners’ guide to
  3. 3. Important housekeeping note
  4. 4. Important housekeeping note
  5. 5. RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet
  6. 6. RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet STRESS!
  7. 8. Introductions <ul><li>Who are you? </li></ul><ul><li>Your current biggest marketing challenge? </li></ul><ul><li>What appeals to you about Social Media/LinkedIn? </li></ul><ul><li>How are you using it? </li></ul><ul><li>Concerns? </li></ul><ul><li>Fun outside work? </li></ul>
  8. 9. Change Just imagine…
  9. 10. [Source: unknown]
  10. 11. [Source: unknown]
  11. 12. Why is Social Media important?
  12. 13. Social Media explained
  13. 14. Social Media explained <ul><li>I need to pee </li></ul><ul><li>I peed </li></ul><ul><li>This is where I pee </li></ul><ul><li>Why do I pee? </li></ul><ul><li>Look at this pee! </li></ul>[Source: unknown]
  14. 15. Social Media explained <ul><li>I’m good at peeing! </li></ul>[Source: unknown]
  15. 16. Social Media explained <ul><li>I’m good at peeing! </li></ul><ul><li>( And have a reputation for it!) </li></ul>[Source: unknown]
  16. 17. Social Media explained Forget “Social Media”. Remember Image, Identity and Reputation Management .
  17. 21. Social Media explained Forget “Social Media”. Remember Image, Identity and Reputation Management . LinkedIn is a key component of your Trust Development Toolkit .
  18. 22. Financial Advisers are struggling to get noticed
  19. 23. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul>Compeer March 2009 Financial DIY Report
  20. 24. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul>Compeer March 2009 Financial DIY Report
  21. 25. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul><ul><li>38% don’t believe advisers add enough value to justify their fees </li></ul>Compeer March 2009 Financial DIY Report
  22. 26. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul><ul><li>38% don’t believe advisers add enough value to justify their fees </li></ul><ul><li>44% view the Internet as ‘an essential source of financial information and advice’ </li></ul>Compeer March 2009 Financial DIY Report
  23. 27. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul><ul><li>38% don’t believe advisers add enough value to justify their fees </li></ul><ul><li>44% view the Internet as ‘an essential source of financial information and advice’ </li></ul>Compeer March 2009 Financial DIY Report But...
  24. 28. Financial Advisers are struggling to get noticed <ul><li>Consumers still want access to your expertise </li></ul><ul><li>They don’t always want to meet you </li></ul><ul><ul><li>Permanent Insurance </li></ul></ul>
  25. 29. Financial Advisers are struggling to get noticed <ul><li>Consumers still want access to your expertise </li></ul><ul><li>They don’t always want to meet you </li></ul><ul><ul><li>Permanent Insurance </li></ul></ul><ul><li>Are Financial Planners, Solicitors and Doctors under threat from the Internet? </li></ul>
  26. 30. 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.”
  27. 31. 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.”
  28. 32. The problem with consumers <ul><li>They have too many choices </li></ul><ul><li>You don’t stand out enough </li></ul><ul><li>They don’t have enough time </li></ul><ul><li>The Internet is seen as a shortcut </li></ul><ul><li>You don’t stand out enough online </li></ul>
  29. 33. Tell us something we don’t already know
  30. 34. Tell us something we don’t already know
  31. 35. Tell us something we don’t already know
  32. 36. Tell us something we don’t already know
  33. 37. Differentiate or Die
  34. 41. Your Differentiation Plan <ul><li>In the industry </li></ul><ul><li>In your community </li></ul><ul><li>In your niche </li></ul>Your most powerful differentiator is...
  35. 44. What are you doing to get noticed?
  36. 45. <ul><li>Google Places </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Google + </li></ul><ul><li>Ecademy </li></ul><ul><li>Slideshare </li></ul><ul><li>EventBrite </li></ul><ul><li>Foursquare </li></ul><ul><li>IFA Life </li></ul><ul><li>iPhone App </li></ul>Image Management tools
  37. 48. Powerful networking tool, but be careful...
  38. 49. What is LinkedIn? <ul><li>May 2003 </li></ul><ul><li>135m users. 2 members per second </li></ul><ul><li>200 countries, 10 languages </li></ul><ul><li>21 m visits pm (US) (47m globally) </li></ul><ul><li>Up 63% on 2010 </li></ul><ul><li>50% in US, 9+ million in UK </li></ul><ul><li>Viadeo (35m), Xing (10m), Fast Pitch, Ecademy </li></ul><ul><li>Shift from a Jobs site to real-time networking </li></ul><ul><li>1 m groups </li></ul><ul><li>Value: $1.5 - $2 bn </li></ul><ul><li>Mobile 2008. 400% growth in page views per year </li></ul><ul><li>70% of IFAs </li></ul><ul><li>A HUGE mine of data. All LI products help you leverage that data </li></ul><ul><li>Invest time because it’s a People Search Engine </li></ul>
  39. 50. 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 135+ million
  40. 54. What is LinkedIn? <ul><li>May 2003 </li></ul><ul><li>135m users. 2 members per second </li></ul><ul><li>200 countries, 10 languages </li></ul><ul><li>21 m visits pm (US) (47m globally) </li></ul><ul><li>Up 63% on 2010 </li></ul><ul><li>50% in US, 9+ million in UK </li></ul><ul><li>Viadeo (35m), Xing (10m), Fast Pitch, Ecademy </li></ul><ul><li>Shift from a Jobs site to real-time networking </li></ul><ul><li>1 m groups </li></ul><ul><li>Value: $1.5 - $2 bn </li></ul><ul><li>Mobile 2008. 400% growth in page views per year </li></ul><ul><li>70% of IFAs </li></ul><ul><li>A HUGE mine of data. All LI products help you leverage that data </li></ul><ul><li>Invest time because it’s a People Search Engine </li></ul>
  41. 55. Why are you on LinkedIn? <ul><li>Find contacts </li></ul><ul><li>Find likeminded </li></ul><ul><li>Share contacts </li></ul><ul><li>Highlight expertise </li></ul><ul><li>Shape your personal brand </li></ul><ul><li>Get/give answers </li></ul><ul><li>Get/give company news </li></ul><ul><li>Find/advertise jobs </li></ul><ul><li>Find/promote events </li></ul>
  42. 56. Why are you on LinkedIn? <ul><li>Share status </li></ul><ul><li>Find personalised news </li></ul><ul><li>Career discussions </li></ul><ul><li>Build Community </li></ul><ul><li>Search topics and people </li></ul><ul><li>SEO </li></ul><ul><li>Share content </li></ul><ul><li>Find contacts </li></ul><ul><li>Find likeminded </li></ul><ul><li>Share contacts </li></ul><ul><li>Highlight expertise </li></ul><ul><li>Shape your personal brand </li></ul><ul><li>Get/give answers </li></ul><ul><li>Get/give company news </li></ul><ul><li>Find/advertise jobs </li></ul><ul><li>Find/promote events </li></ul>
  43. 57. Why are you on LinkedIn? <ul><li>Find contacts </li></ul><ul><ul><li>Don’t be lazy when connecting! </li></ul></ul><ul><ul><li>Personalise your message </li></ul></ul>
  44. 58. Invest time in your Profile
  45. 59. Invest time in your Profile <ul><li>People Search Engine </li></ul><ul><li>Looking for contacts & expertise – not friends! </li></ul><ul><li>Professional credibility </li></ul><ul><li>Differentiation post RDR </li></ul><ul><li>“ People Buy People” </li></ul><ul><li>Shape your personal brand </li></ul>
  46. 60. Invest time in your Profile
  47. 61. Invest time in your Profile
  48. 62. Invest time in your Profile Art Flater
  49. 63. 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
  50. 64. 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
  51. 65. Invest time in your Profile <ul><li>Check visibility > Philip’s Activity > edit </li></ul>
  52. 66. Invest time in your Profile <ul><li>Check visibility > Philip’s Activity > edit </li></ul>
  53. 67. Invest time in your Profile <ul><li>Monitor your profile </li></ul>Pro tip: Thank people who look at your profile
  54. 68. Invest time in your Profile
  55. 69. ...as a Search Engine.
  56. 70. Search: IFA
  57. 71. Search: Financial Planner
  58. 72. Profile <ul><li>Decide your keywords – Very important </li></ul><ul><li>Add them to these key profile sections: </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Current work </li></ul></ul><ul><ul><li>Past work </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Public profile URL </li></ul></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Specialities </li></ul></ul><ul><ul><li>Contact settings </li></ul></ul><ul><li>Interests </li></ul><ul><li>Skills </li></ul><ul><li>Honours and Awards </li></ul><ul><li>Groups and Associations </li></ul><ul><li>Add extra sections </li></ul>
  59. 73. Note the keywords in name and summary
  60. 74. 1. Note the keywords
  61. 75. 1. Note the keywords 2. Customise your profile URL
  62. 77. Connecting Twitter to LinkedIn <ul><li>Paint a broader picture of you and your professional life </li></ul>
  63. 79. Add keywords near the top of your Summary section
  64. 80. Include keywords in your Specialties
  65. 81. Include keywords in the Experience section
  66. 82. Include keywords in other sections
  67. 83. Prove your expertise and value by adding testimonials using the tool provided
  68. 84. Show your human side by adding non-work interests – plus a couple of keywords of course!
  69. 85. Contact Tina Include a couple of keywords in your Contact details too
  70. 86. Contact Art Humour works too!
  71. 87. Profile add ins <ul><li>Applications </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Projects </li></ul></ul><ul><ul><li>Trips </li></ul></ul><ul><ul><li>WordPress blog </li></ul></ul><ul><ul><li>SlideShare </li></ul></ul><ul><li>More Applications </li></ul><ul><ul><li>Company Buzz </li></ul></ul><ul><ul><li>Amazon reading list </li></ul></ul><ul><ul><li>Box.net </li></ul></ul><ul><ul><li>Google presentations </li></ul></ul><ul><ul><li>iPhone App </li></ul></ul><ul><ul><li>Paid advertisements </li></ul></ul>Change the order to suit what you want people to see
  72. 88. Events
  73. 89. Events
  74. 90. Events
  75. 91. Events
  76. 92. Events Choose Event Keywords
  77. 93. Events First page Google results
  78. 94. Polls
  79. 95. Polls
  80. 96. Pulls in your presentations from SlideShare Presentations
  81. 97. Pulls in your presentations from SlideShare Presentations
  82. 98. Skills Add Skills to your profile. LinkedIn will show you a wealth of related resources...
  83. 99. Skills
  84. 100. Skills – Art Flater
  85. 101. Skills – Art Flater
  86. 102. Company Buzz Enlarge page
  87. 105. Companies <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline </li></ul><ul><li>List key employees </li></ul><ul><li>Share comments to Twitter and/or LI contacts </li></ul><ul><li>Recent tweets (incl. Foursquare checkins) </li></ul>
  88. 106. Companies <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline </li></ul><ul><li>List key employees </li></ul><ul><li>Share comments to Twitter and/or LI contacts </li></ul><ul><li>Recent tweets (incl. Foursquare checkins) </li></ul><ul><li>Products/services – images, video, URL and people </li></ul><ul><li>Request and show recommendations </li></ul><ul><li>Follow button for your website </li></ul><ul><li>Advertise jobs ($195) </li></ul><ul><li>Promote – PPC or per 1000 impressions </li></ul>
  89. 107. Companies IFA: only 240 results as at Jan 2012 Every IFA should have a company profile
  90. 108. Companies Financial Planning: 701 results as at Jan 2012 Every financial planning firm should have a company profile
  91. 109. Companies Status Updates of 500 characters
  92. 110. Companies Status Updates of 500 characters
  93. 111. Answers <ul><li>More tab > Answers </li></ul><ul><li>Enhance and recognise perception of expertise </li></ul><ul><li>Recommended categories for you </li></ul>A powerful way to prove your expertise
  94. 112. News <ul><li>News tab at top </li></ul><ul><li>Personalised – suggested categories </li></ul><ul><ul><li>Major headlines </li></ul></ul><ul><ul><li>Financial Services </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Etc </li></ul></ul><ul><li>Save articles </li></ul>Personalised news based on your profile page
  95. 113. News Personalised news based on your profile page
  96. 114. Groups <ul><li>Join (50) and/or create your own </li></ul><ul><li>Groups tab > Groups you may like </li></ul><ul><li>Build Community around You </li></ul><ul><li>People opt in to your content </li></ul><ul><ul><li>“ Feed the fish and they’ll keep coming back” </li></ul></ul><ul><li>Follow specific content </li></ul><ul><li>LinkedIn emails your content to your contacts </li></ul><ul><li>Visibility in Google search results </li></ul>
  97. 115. Apps and Misc <ul><li>QR code </li></ul>
  98. 116. <ul><li>Update / adjust regularly </li></ul><ul><li>Add generic info to profile. E.g. CFP, exams </li></ul><ul><li>Just search! </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><li>Use the Learning Centre </li></ul><ul><li>Pay? </li></ul>Apps and Misc
  99. 118. Apps and Misc
  100. 119. Apps and Misc
  101. 120. Apps and Misc
  102. 121. Apps and Misc
  103. 122. Apps and Misc
  104. 123. Apps and Misc
  105. 124. Apps and Misc
  106. 125. Apps and Misc
  107. 126. RDR A golden opportunity to differentiate your proposition and connect with Internet-savvy investors.
  108. 127. Coming soon!

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