Social Media and LinkedIn for IFAs and Financial Planners - Full-day workshop 26th September 2013

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Slide deck from Philip Calvert's Social Media and LinkedIn workshop for IFAs and Financial Planners on 26th September 2013 …

Slide deck from Philip Calvert's Social Media and LinkedIn workshop for IFAs and Financial Planners on 26th September 2013

For in-house LinkedIn workshops or conference speeches on how to apply Social Media and LinkedIn in the changing world of sales, please contact Philip Calvert via www.philipcalvert.com

Join our Internet Marketing and Social Media Club for IFAs and Financial Planners here:
http://www.ifalife.com/InternetMarketingClub


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  • 1. Practical Use of Social Media:Practical Use of Social Media: How toHow to ReallyReally use LinkedInuse LinkedIn Philip Calvert www.philipcalvert.com Wi-fi:Wi-fi: Username: DFA-guest1Username: DFA-guest1 Password: JCcj0807Password: JCcj0807
  • 2. WELCOME!WELCOME! Twitter: @AdviserLifeTalk or @PhilipCalvert #LinkedInTips
  • 3. Philip Calvert FInstSMM • 35 years in Financial Services • Founder of LifeTalk (IFA Life) • Social Media and LinkedIn training to increase sales: – Regulated industries – Professional speakers – Indian tourism
  • 4. Important housekeeping note
  • 5. Agenda • Background • Personal pages • Company pages • Groups • Tricks • Misc.
  • 6. RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet
  • 7. Introductions • Who are you? • Tell us something about your business • What appeals to you about Social Media/LinkedIn? • How are you using it? • Concerns? • Fun outside work?
  • 8. Just imagine… Change
  • 9. Why is Social Media important?
  • 10. Attitude to SocialAttitude to Social Media in FinancialMedia in Financial ServicesServices
  • 11. [Source: unknown]
  • 12. [Source: unknown]
  • 13. Gartner Hype Cycle A graphic representation of the maturity, adoption and application of technologies.
  • 14. Gartner Hype Cycle A graphic representation of the maturity, adoption and application of technologies.
  • 15. • We search with Google out of ease and habit • Search results include posts from friends and contacts – who we trust • We’re increasingly using ‘People Search Engines’ • People give us advice before we ask for it • Search is changing to ‘real-time discovery’ Search is changing
  • 16. • We search with Google out of ease and habit • Search results include posts from friends and contacts – who we trust • We’re increasingly using ‘People Search Engines’ • People give us advice before we ask for it • Search is changing to ‘real-time discovery’ Search is changing We’ve always consulted people for opinions – technology now helps us to do it online
  • 17. Google gives us a worthwhile result (something we click on) only 12.7% of the time. The more words in the search, the better the result. Source: Trellian (keyworddiscovery.com) Search
  • 18. 40% of those over 35 prefer to use Social Media to search
  • 19. People are often much betterPeople are often much better than Google!than Google!
  • 20. Photo credit: telegraph.co.uk
  • 21. Photo credit: telegraph.co.uk
  • 22. Why is Social Media important? Reputation is Everything
  • 23. Why is Social Media important?
  • 24. Stop seeing your website as the be all and end all of your online presence. Why is Social Media important?
  • 25. “We’re not going to use Social Media because all our clients are grandparents – and they aren’t interested in all this nonsense.” The average age of becoming a grandparent in the UK is 47. Daycare Trust Survey 2012
  • 26. Do you know how your clients are using the Internet? Have you ever asked them?
  • 27. “I’m not very good at technology” …is no longer an excuse. Make learning about the Internet part of your personal and professional development.
  • 28. Five significant trends in Social Media • Visualisation of Content • Sharing (via mobile) • Commenting on great long content • Short content • Search
  • 29. 3 tech trends advisers need to know • Your client wants it now – Not just data, but access to their advisers too • Fewer numbers, more visuals • Clients know more than you think – Asking questions they didn't five to seven years ago – More prepared to shop around As clients deepen their understanding of their finances, advisers need to deepen relationship with their clients – and technology will help
  • 30. Forget “Social Media”. Remember: Image, Identity and Reputation Management.
  • 31. Financial Advisers are struggling to get noticed
  • 32. Many businesses still struggle to get noticed And... The Internet is our first choice as consumers
  • 33. …we feel under threat from it. Do Doctors feel under threat from the Internet?
  • 34. Social Media – all about Marketing?
  • 35. Social Media – all about Marketing? • To listen • Improve knowledge • Share best practice • Thought leadership • Networking/Relationships • Search engines/traffic • Collaboration • Engage • Comment/share expertise • Add value/contribute to discussions
  • 36. Social Media – all about Marketing? • To listen • Improve knowledge • Share best practice • Thought leadership • Networking/Relationships • Search engines/traffic • Collaboration • Engage • Comment/share expertise • Add value/contribute to discussions • Cement relationships • Brand loyalty and buzz • Customer service • Identify influencers • Promotion/Sales • Idea feedback • Build Community • Show a human face • Events • PR • Recruitment • Employee engagement
  • 37. Financial Advisers are struggling to get noticed • 29% believe their knowledge is as good Compeer March 2009 Financial DIY Report
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. 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...
  • 42. Financial Advisers are struggling to get noticed • Consumers still want access to your expertise • They don’t always want to meet you – Permanent Insurance
  • 43. Financial Advisers are struggling to get noticed • Consumers still want access to your expertise • They don’t always want to meet you – Permanent Insurance
  • 44. 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.”
  • 45. 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.”
  • 46. How do consumers find and choose an IFA?
  • 47. 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
  • 48. Tell us something we don’t already know
  • 49. Tell us something we don’t already know
  • 50. Tell us something we don’t already know
  • 51. Tell us something we don’t already know
  • 52. Differentiate or Die
  • 53. Don Strickland, former Kodak vice president
  • 54. How do you differentiate and promote your business? We ignore the disruption of the Internet at our peril.
  • 55. Marketing Post RDR • Strategy! • Differentiation • Trust • Credibility • Professionalism • Niche • See and experience • Engage and listen • Share and help • Add value • Loyal advocates (followers and fans) • Income generating Do it live!
  • 56. Your Differentiation Plan • In the industry • In your community • In your niche Your most powerful differentiator is...
  • 57. What are you doing to get noticed?
  • 58. • Google Places • YouTube • Blog • LinkedIn • Facebook • Twitter • Google + • SunZu • Slideshare • EventBrite • Foursquare • Pinterest • LifeTalk • Ask LifeTalk Image Management tools
  • 59. Image Management tools Apps
  • 60. Apps
  • 61. Apps
  • 62. • Google Places • YouTube • Blog • LinkedIn • Facebook • Twitter • Google + • SunZu • Slideshare • EventBrite • Foursquare • Pinterest • LifeTalk • Ask LifeTalk Image Management tools
  • 63. Infographic tools • Visual.ly • Infogr.am • iCharts • Piktochart
  • 64. Ways to use Video • Pitch or Intro video • Intro video for LinkedIn etc • Meet the team • Day in the life • Testimonials • Seminar / event video • Seminar testimonials • For Ask LifeTalk channel • Commercial/advert • Tutorial/How to • Case study • FAQ • Short film • Public speaking • Expert interview • Video Blog (Vlog) • Industry news • Company news • Paper reviews • Weekly Update • Service process walk through
  • 65. Blogging 1. Your own Blog 1. Your site 2. WordPress 3. Blogger 4. Weebly 5. Typepad 6. Social Networking site status updates 7. Images 2. Get others to Blog about you
  • 66. Get others to talk about you • Ideally it should be a Blogger – Greater click-through rate, more views and more leads than from self promotion • Have an objective • What type of Blogger? And what tools do they use? • Use Google Blog Search • Pitch to Bloggers – Search: How to pitch to Bloggers • Retweet, Like, Comment and Share their blogs • Measure results
  • 67. Keep track of your mentions online • Google Alerts • HootSuite • Social Mention • Kurrently • IceRocket • BoardTracker • Google, Bing etc
  • 68. Monitoring tools • Netvibes • Brandwatch • ThinkUp • DataSift • Odimax • GlobalWebIndex • Attentio • Traackr • Unmetric • LiveWorld • PeerIndex • Klout • Jive • Ethority • CliMet • YourBuzz • Eqentia • Sentiment Metrics • MutualMind • Appinions • SocialFixation
  • 69. Audio Logos • Premium Beat • http://www.premiumbeat.com/royalty_free_ music/audio-logos
  • 70. “Our greatest asset is our staff”
  • 71. “Our greatest asset is our staff” "The use of workers to humanize corporate entities has been a time-honored marketing tradition, of course. But in an era of Web 2.0 transparency, their visibility takes on greater meaning, signalling the higher importance of customer service in the marketing mix... staffers offer a kind of peer credibility as corporate advocates.“ Noreen O'Leary in AdWeek
  • 72. But do we trust them enough to allow use of Social Media to communicate with: Customers Stakeholders Each other?!
  • 73. How do staff/employees/colleagues currently communicate? • Email • Face to face • Telephone/SMS/BBM • Skype and Video • Coffee machine • Hallways • Lunchtime • Pub • Sports and Social • Official meetings/briefings
  • 74. Social Media – internal benefits • Better engagement = better performance • Engages younger staff • Retains good performers • A new staff benefit/motivator • Evidence of open and trusting management • Quick and easy communications • Fast and honest feedback • Ideas hub • Competitions • Increase collaboration • Creates sense of Community • Weekend Warriors • Vacancies become more engaging • Easy to identify Brand ambassadors • Easy to identify good communicators • Humanises management / Reduces corporate speak
  • 75. Social Media – internal benefits • Better engagement = better performance • Start small • Forget the tool (Twitter etc) • Ask what employees would find useful • Expect very little engagement at the start • Don’t accept “No” for an answer from Management • Train Management if they don’t understand it – What the tools are – What the tools do – Why Social is important • “Communication is King”
  • 76. Social Media – identifying Brand Ambassadors • Good communicators • They ‘get’ the objective of the Brand • Can articulate the objective • They evangelise the brand • Strong sense of Mission/Vision • Consistent in behaviours • Factually accurate in communications • Can handle pressure • Can handle argumentative people • Relaxed and friendly – but get things done • They ‘get’ and use Social Media • They are open, random and supportive online • They can articulate the dangers • They can tell stories • They are trustworthy • At ease with all levels of Management – internally and externally • They know competitors’ products • Keen to give feedback on own performance • Fizzing with ideas and quick witted
  • 77. Points to think about • Social Media policy throughout • Guidelines for stepping outside policy (and who) • Leap of faith for Management • How to reward ambassadors • How to measure performance • Management are watching and listening closely • Does the company culture and tone match the messages? • Ambassadors can become ‘celebrities’ • Have a defensive strategy for when someone is offended • Everyone is an ambassador • You won’t get it perfect • Requires leadership and the ability to trust staff • Special approach for Key Accounts • Don’t introduce it without some sort of plan • Don’t plan anything! • Don’t expect results overnight • This is not a replacement for traditional staff communication channels
  • 78. Still time to be a late early adopter
  • 79. Google+ is a social layer that has been put over all of Google’s services. A great way to learn and share. It’s all about sharing information.
  • 80. Many Google+ posts which share a blog post, are ranking higher in search results than the original blog.
  • 81. Powerful networking tool, but be careful...
  • 82. What is
  • 83. What is • May 2003 • 220m users. 2 members per second • 200 countries, 10 languages • 21 m visits pm (US) (47m globally) • 50% (74 m) in US, 11+ million in UK • Viadeo, Xing, SunZu • Shift from a Jobs site to real-time networking • 1.5 m groups • 3 m company pages • Value: $1.5 - $2 bn • Mobile 2008. 400% growth in page views per year • 5,300,000,000 searches in 2012 • A HUGE mine of data. All LI products help you leverage that data • Invest time because it’s a People Search Engine
  • 84. ““Rich and engaging content to helpRich and engaging content to help members be more productive”members be more productive”
  • 85. 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 220+ million
  • 86. 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
  • 87. 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
  • 88. 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 PEOPLE BUY PEOPLE BUY PEOPLE! PEOPLE!
  • 89. Personal pages
  • 90. 1. People don’t find your profile by accident 2. You are what they see 3. Thank people for visiting 4. Don’t be lazy when connecting 5. Try to help – try not to sell 6. Always be sharing 7. Give testimonials and endorsements 8. Have a strategy for connecting Rule of Eight
  • 91. Invest time in your Profile
  • 92. Invest time in your Profile
  • 93. Invest time in your Profile
  • 94. Invest time in your Profile Art Flater
  • 95. 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
  • 96. 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
  • 97. Invest time in your Profile • Check visibility
  • 98. Invest time in your Profile • Check visibility
  • 99. Invest time in your Profile • Monitor your profile
  • 100. Pro tip: Thank people who look at your profile
  • 101. ...as a Search Engine....as a Search Engine.
  • 102. Search: Financial Planner: 231,000 results Insurance Broker: 197,000 results
  • 103. 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
  • 104. 10 most overused buzzwords on LinkedIn profiles • Creative • Organisational • Effective • Extensive experience • Track record • Dynamic • Motivated • Innovative • Problem solving • Exceptional communication skills
  • 105. Note the keywords in name and summary
  • 106. Note the keywords in name and summary
  • 107. Search by Photograph • Broaden your view of contacts by finding their other Social Network profiles • Install Chrome extension “Search by Image” • Right click on photo
  • 108. LinkedIn profile photo • Relaxed, professional and friendly • Avoid colours that are close to skin tone • Avoid the 70s look • Avoid clothing extremes • Dress for your ideal customer • Experiment with different backgrounds • Wear makeup • Shave, trim, haircut • Drink water to improve skin • Tea and coffee discolours teeth • Avoid alcohol for a couple of days • Sleep
  • 109. Note the keywords in name and summary
  • 110. 1. Note the keywords 2. Customise your public URL
  • 111. Add keywords near the top of your Summary section
  • 112. Include keywords in your Specialties
  • 113. Profile pages available in other languages
  • 114. Include keywords in the Experience section
  • 115. Add media to your Background Summary
  • 116. • Visually showcase your professional story – Images, presentations and videos • Add to Summary, Experience or Education sections • Upload from hard drive or other popular sites • Like and Comment on other people’s images
  • 117. Add media to your Background Summary
  • 118. Add media to your Background Summary Result…
  • 119. Add media to your Background Summary Result…
  • 120. Infographics
  • 121. Infographic tools • Visual.ly • Infogr.am • iCharts • Piktochart
  • 122. Also add media to your Status Updates on LinkedIn
  • 123. • Links: Twice the engagement • Pictures: 98% higher comment rate • YouTube video links: 75% higher share rate
  • 124. Show off the good stuff
  • 125. Show your human side by adding non-work interests – plus a couple of keywords
  • 126. “Bouzouki”
  • 127. Kickboxing
  • 128. Kickboxing
  • 129. Connect – but don’t be lazy!
  • 130. Contact Tina Include a couple of keywords in your Contact details too
  • 131. Contact Art Humour works too!
  • 132. Profile add ins • Applications – Projects – Publications – Test Scores – Courses – Patents
  • 133. Presentations
  • 134. SlideShare
  • 135. Skills
  • 136. Tina Weeks - Skills
  • 137. Skills – Art Flater
  • 138. Show you care • Volunteers are developing valuable skills • Can make the difference when networking, pitching for business or looking for a job • Including your social impact as part of your professional identity is becoming the norm
  • 139. • Companies are using Social issues as a differentiator: – KPMG – Abercrombie and Fitch – Salesforce.com – Victoria’s Secret Show you care
  • 140. Find more of the people you want to follow
  • 141. How to find more people who are like your best connections • Go to the profile of one of your most valuable connections. Choose someone you like and trust and who is a strategic connection • Click to view their connections. These are mostly people who they also like and trust • Search their connections by keyword and you’ll find people you should connect with Enter keyword here
  • 142. Find new opportunities by gaining deeper insight into your connections’ networks • Go to the profile of one of your most valuable connections or clients. View the graphical representation of their network • Sort by Skills, Company, Location and Industry • Hover over the circles to gain deeper insight into their network and target markets
  • 143. Polls
  • 144. Company pages
  • 145. An ASSET of your business
  • 146. In the business world online, the line between personal and company branding is getting thinner every day.
  • 147. On average, companies that post just twenty times per month, will reach at least 60% of their unique audience
  • 148. Companies • Build followers by – Adding value – Engaging – Informing • They may never become customers, but are still advocates for your business
  • 149. Leverage your existing content
  • 150. Companies – Pro tips • Promote it as an asset of your business • Keep it short • Occasionally ask questions • Include a link • Include an image • Be different and intriguing • How-to articles • ‘Like’ competitions • Ask for a ‘Like’ • Test what works – Topic types – Questions – News – Articles – Contests – Events – Day and Time – Style and Tone
  • 151. 316 IFA firms with Company Pages 2,292 Financial Planning firms
  • 152. Companies Follow button for your website, blog etc
  • 153. Companies Measure what works Also: Compare against similar companies Check your website visits from LinkedIn
  • 154. 582 impressions 8 clicks 1.37% engagement 580 impressions 38 clicks 6.55% engagement
  • 155. News Personalised news based on your profile page
  • 156. Groups
  • 157. • A powerful business asset to create deep engagement with target audience • Build Community around your Brand • Rapid way to build trust • Generates positive awareness and credibility • Engage all your team in your Group • Join groups where your target market is Groups
  • 158. Groups • Join (50) and/or create your own • Content goes onto the LinkedIn home page • LinkedIn promotes your group to members – Plus weekly email summary • Visibility in Google search results • Promote your group on other Social sites
  • 159. Groups • Don’t just post a link to your site/Blog • Do ‘engage’ on existing posts – Like – Comment – Share • “Feed the fish and they’ll keep coming back” – Give people the chance to self-promote – Webinars and paid materials – Polls and questions
  • 160. Polls
  • 161. When someone joins your Group, everyone gets to hear about it
  • 162. Apps
  • 163. Misc.
  • 164. Whose invitations to accept?
  • 165. Whose invitations to accept?
  • 166. Highlight someone on LinkedIn AND on Twitter simultaneously
  • 167. How to be “invisible” on LinkedIn so that people can’t tell that you’ve looked at their profile Settings > Privacy > Profile
  • 168. LinkedIn Contacts
  • 169. Misc • QR code
  • 170. • Update / adjust regularly • Add generic info to profile. E.g. CFP, exams • Just search! – People – Events • Use the Learning Centre • Pay? Misc
  • 171. Misc klm meet amp_ seat.mp4
  • 172. Misc klm_ surprise.mp4
  • 173. New and Important! • Search results will show content from people you know • Your content will show up when other people search • Search results about you, will be based on what other people say about you • (Authentic) Content will rank higher in search results • Engage with people and content – Share, Comment, Like and +1 – Answer questions • Adviser Apps
  • 174. New and Important! • Search results will show content from people you know • Your content will show up when other people search • Search results about you, will be based on what other people say about you • (Authentic) Content will rank higher in search results • Engage with people and content – Share, Comment, Like and +1 – Answer questions • Adviser Apps
  • 175. Through our connections, links, likes, locations, interactions, reputation, interests, content, persona, behaviour and emotions – computers will tell us who we should meet and why. Google will bring to our attention people and information that we didn’t know we needed. And even newer…!
  • 176. www.asklifetalk.com
  • 177. • Update / adjust regularly • Engage – look for real-life networking opportunities • Add generic info to profile. E.g. CFP, exams • Just search! – People – Interests – Companies • Learning Centre • Pay? Misc.
  • 178. Are you on board? www.ifalife.com @AdviserLifeTalk
  • 179. Please tell people about this workshop! Thank you.
  • 180. www.ifalife.com