Social Media Marketing 101:
How to use social media to attract clients


Featured Presenter:
Stephanie Sammons, WIREDADVIS...
Agenda

 1       Key Takeaways

 2       The social media landscape

 3       FINRA guidelines on social media web sites

...
Key Takeaways

•   Your (potential) clients are online
    •   4 of 10 Investors ByAllAccount surveyed used a top social m...
The Social Media Landscape



According to a recent study by American Century Investments, 44
percent of financial service...
Social Networking Sites Continue to Grow

•   14.7 Million unique visitors to LinkedIn.com in March, 16%
    above its Mar...
Investors are Using Social Media Too


                     Have you used LinkedIn, Twitter, Facebook or other social medi...
HNW Investors Use Social Media, Do You?

•       Advisors agree (44%) that social media is an emerging
        trend with ...
Don’t Get Left Behind
FINRA Guidelines on Social
             Media Web Sites

“According to a recent report by the Pew Internet and American
Li...
FINRA Guidelines Issued


•   Guidance on Blogs and
    Social Networking Web
    Sites issued January
    2010

•   Topic...
FINRA Best Practices



•   Keep comments general; No specific
    recommendations
•   No testimonials
•   Credit your sou...
Five Tips on Using Social Media
                 to Attract Clients


“If you see LinkedIn or others as simply a place to ...
The Internet Has Changed




        “The internet is the great equalizer”
               -Business Week 1996
Tip 1. Create and Populate Profiles

•    The big-4 social networks are the most valuable
     networks for building a con...
Financial Advisor Social Profiles
Tip 2: Make Smart Connections



•   Build connections, but be selective

•   Cross-pollinate connections from your networ...
The Power of Your Online Network
Tip 3: Listen and Learn



•   Leverage transparency to learn about prospects
    and clients

•   Observe and learn from ...
Advisors on Twitter


                      •   @Rwohlner
                      •   @russthornton
                      • ...
LinkedIn Resources for Advisors
Tip 4. Claim your Online Real Estate

•   You are being “Googled”
    •   50 million searches for individual people daily!...
Example: Claiming Your Google Search Results


                             •   Websites
                             •   ...
CLAIM YOUR GOOGLE PROFILE
Tip 5: Proceed with Cautious Optimism

•   Be authentic!
    Never engage in self-serving behavior

•   Be value-added – R...
Success Stories from the Early
                          Adopters

“I have met (in person and online) a number of fellow f...
Case Study: Jeff Rose, CFP Illinois
Case Study: Curtis A. Smith, CFP Sugarland TX
Actionable Next Steps

             Opportunity                                 Next Step


                              ...
ByAllAccounts and Wired Advisor Online




            @ByAllAccounts




                             @wiredadvisor
ByAllAccounts

  •   Standardized account data from thousands of sources, eliminating
      the need to add people and inf...
Wired Advisor




                www.wiredadvisor.com
Questions?



     Stephanie Sammons                          Cynthia Stephens
     WIRED ADVISOR, LLC                    ...
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Social Media Marketing For Financial Advisors

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This presentation gives 5 major tips for helping financial advisors to get started in social media.

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Social Media Marketing For Financial Advisors

  1. 1. Social Media Marketing 101: How to use social media to attract clients Featured Presenter: Stephanie Sammons, WIREDADVISOR Presenter: Cynthia Stephens, ByAllAccounts
  2. 2. Agenda 1 Key Takeaways 2 The social media landscape 3 FINRA guidelines on social media web sites 4 Five tips on using social media to attract clients 5 Success stories from the early adopters 5 Q&A
  3. 3. Key Takeaways • Your (potential) clients are online • 4 of 10 Investors ByAllAccount surveyed used a top social media website in past 90 days • Your competition is online • About half (42%) of advisors surveyed in the Rydex|SGI AdvisorBenchmarking use LinkedIn. • If you don’t use social media you’ll be left behind. • You need a comprehensive web presence to be found by potential clients online and to remain competitive • The more connections you have the more opportunities you have to gain exposure and generate introductions and referrals.
  4. 4. The Social Media Landscape According to a recent study by American Century Investments, 44 percent of financial services professionals agree that social media is an emerging trend with significant potential for their business.
  5. 5. Social Networking Sites Continue to Grow • 14.7 Million unique visitors to LinkedIn.com in March, 16% above its March 2009 level • 21.3M unique visitors on Twitter.com Online Resource: www.compete.com
  6. 6. Investors are Using Social Media Too Have you used LinkedIn, Twitter, Facebook or other social media sites within the past 90 days? (Response percentages from investors with more than $500K in investable assets) 4 of 10 Investors used a Social Media Yes Website in No past 90 days Source: ByAllAccounts’ HNW Investor Survey, April 2010. Preliminary Data.
  7. 7. HNW Investors Use Social Media, Do You? • Advisors agree (44%) that social media is an emerging trend with significant potential for their business Source: American Century Investments study of financial professionals, March 2009 • Advisors see social networking platforms as a way to enhance communication with current clients (35%) and as a way to advertise or promote their firms (30%). • About half (42%) of advisors use LinkedIn, followed by Facebook (27%),YouTube (15%) and Twitter (13%) • Source: The 2010 Rydex|SGI AdvisorBenchmarking Semiannual (Winter 2010) Study
  8. 8. Don’t Get Left Behind
  9. 9. FINRA Guidelines on Social Media Web Sites “According to a recent report by the Pew Internet and American Life Project, 46 percent of American adults who use the Internet logged onto a social networking site in 2009, which is up from8 percent in 2005. Other studies have shown that use of social media sites by businesses to communicate with customers and the public has grown significantly in the past few years. FINRA Regulatory Notice 10-06, January 2010
  10. 10. FINRA Guidelines Issued • Guidance on Blogs and Social Networking Web Sites issued January 2010 • Topics include: • Blogs • Communications with the Public • Recordkeeping • Social Networking Web Sites • Supervision
  11. 11. FINRA Best Practices • Keep comments general; No specific recommendations • No testimonials • Credit your sources • Static versus Interactive Content Online Resource: http://bit.ly/8Z5DY4
  12. 12. Five Tips on Using Social Media to Attract Clients “If you see LinkedIn or others as simply a place to post your resume, you're missing the point. Social networking sites are remarkable — maybe even unrivaled — tools for marketing yourself. Treat them as such.” Investment News, Social Media : 10 things every advisor should know
  13. 13. The Internet Has Changed “The internet is the great equalizer” -Business Week 1996
  14. 14. Tip 1. Create and Populate Profiles • The big-4 social networks are the most valuable networks for building a consistent online presence (LinkedIn, Facebook, Twitter, and YouTube) • Create consistent descriptions and use a professional picture • Link back to your website from all of your social profiles • Enable your profiles to be viewable by all Takeaway: You need a consistent “social” web presence to be found by potential clients online
  15. 15. Financial Advisor Social Profiles
  16. 16. Tip 2: Make Smart Connections • Build connections, but be selective • Cross-pollinate connections from your networks • Professionalism and personality (Be Human!) Takeaway: The more connections you have the more opportunities you have to generate introductions and referrals.
  17. 17. The Power of Your Online Network
  18. 18. Tip 3: Listen and Learn • Leverage transparency to learn about prospects and clients • Observe and learn from peers who are paving the way • Listen to your connections to identify niche themes Takeaway: Social media will allow you to develop a more personalized communication strategy
  19. 19. Advisors on Twitter • @Rwohlner • @russthornton • @BillWinterberg • @curtisfinancial • @jeffrosecfp • @icmcfinadvisors • @curtisfinancial • @Advperspectives
  20. 20. LinkedIn Resources for Advisors
  21. 21. Tip 4. Claim your Online Real Estate • You are being “Googled” • 50 million searches for individual people daily! • Claim “page one” of your Google search results (website, free Google tools, major social profiles) • Manage your online reputation pro-actively BONUS: http://www.google.com/profiles AND http://www.google.com/places Takeaway: Steer perception by taking control of your online brand assets
  22. 22. Example: Claiming Your Google Search Results • Websites • Specific network and directory • Maps • Twitter • Facebook profile • Blog
  23. 23. CLAIM YOUR GOOGLE PROFILE
  24. 24. Tip 5: Proceed with Cautious Optimism • Be authentic! Never engage in self-serving behavior • Be value-added – Relevant topic ideas? http://www.alltop.com • Be compliant and archive your social media activity (arkovi.com, smarsh.com, socialware.com) • Focus your efforts Takeaway: Be yourself
  25. 25. Success Stories from the Early Adopters “I have met (in person and online) a number of fellow financial advisors from whose Tweets (posts for you non-Twitter users) I learn something new every day. Whether from their blogs or article links Twitter is a great source of information. Additionally I feel that I have greatly expanded my network of experts to whom I can turn with questions in areas where I may not have the direct expertise.” Roger Wohlner,CFP, Dec. 10 2009 blog post
  26. 26. Case Study: Jeff Rose, CFP Illinois
  27. 27. Case Study: Curtis A. Smith, CFP Sugarland TX
  28. 28. Actionable Next Steps Opportunity Next Step Build a “must-read” list Listen: follow peers online and build http://wohlnerfinancial.blogspot.com/2009/ your professional networks 12/financial-advisors-and-twitter.html Setup your Google Profile and Google Get involved: Make sure potential Places Profile clients can find you online http://www.google.com/profiles http://www.google.com/places Participate: Engage with peers, influencers, clients and prospects Set up a Twitter Profile, Join LinkedIn Professional Groups
  29. 29. ByAllAccounts and Wired Advisor Online @ByAllAccounts @wiredadvisor
  30. 30. ByAllAccounts • Standardized account data from thousands of sources, eliminating the need to add people and infrastructure as your business grows Assets Under Aggregation Surpasses $130 Billion (Billions) 139.5 118.3 84.1 62.5 71.4 58.4 Q4 08 Q2 09 Q4 09 www.byallaccounts.com
  31. 31. Wired Advisor www.wiredadvisor.com
  32. 32. Questions? Stephanie Sammons Cynthia Stephens WIRED ADVISOR, LLC ByAllAccounts stephanie@wiredadvisor.com cstephens@byallaccounts.com @stephsammons @ByAllAccounts Contact us for your Free Account Aggregation Business Value Assessment 781-376-0801 Option x2 Email: sales@byallaccounts.com Visit: http://discover.byallaccounts.com/ROI.html

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