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Social Media Now ASMG 2012
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Social Media Now ASMG 2012


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  • 1. Get your business moving at the speed of ‘like’ Transamerica Resources, Inc. is an AEGON company and is affiliated with various companies which include, but are not limited to, insurance companies and broker-dealers. Transamerica Resources, Inc. does not offer insurance products or securities. This material is provided for informational purposes only and should not be construed as insurance, securities, ERISA, tax or investment advice. Although care has been taken in preparing this material and presenting it accurately, Transamerica Resources, Inc. disclaims any express or implied warranty as to the accuracy of any material contained herein and any liability with respect to it. Interested parties must consult and rely solely upon their own independent advisors regarding their particular situation and the concepts presented here. ASMG1012
  • 2. SOCIAL MEDIA NOW Facebook Build relationships on a personal level. Post pictures, videos and articles to engage clients. Create invitations for events, and invite friends. Stay up to date on what your network is doing. Leverage it Talk the Talk Jane Smith posts that she is expecting a baby in March. Mark your calendar with a reminder to reach out to the new parents in the spring to discuss creating a college savings plan or updating their insurance policies or will. News Feed Your personal landing page on Facebook. This shows posts from everyone in your network. Post A message with no character limit that can include locations, friends, pictures and videos. Wall +  eep up to date with what your K clients are doing A place where your posts live. If you allow it, others can post on your wall and comment on your posts. Discuss this with your compliance team first. +  ngage on a more personal level E Friend +  lan events for specific audiences P People in your network. You can invite people and ask to be invited. Pros Like This is a quick and easy way to be social and show engagement. Cons –  rying to keep up with Facebook’s T ever-changing page layouts – Easy to waste time Tag Include your network in your photos or posts. Use the tag button when posting something, and Facebook will automatically pull up your friends as you type. Just got back from a great company golf trip with John Doe and Jane Doe at Scottsdale Princess Resort. Check out our pictures from the trip!
  • 3. Twitter A quick and easy thought-leadership platform you can use to update your followers daily. A place to raise awareness. Follow your peers and industry-specific leaders to easily retweet their insight. Listen and learn. Leverage it Talk the Talk Because you are following The Motley Fool, you see it posts a great article on mutual funds. You decide to retweet it. If your clients are following you, they may see this article and read it. It’s a great conversation starter the next time you reach out to a client. Follow To actively subscribe to someone’s updates. You have followers. You are following others. Tweet 140-character (includes spaces & links) message sent to the feeds of all your followers. These can include links, videos and pictures. Retweet Pros Re-sharing or giving credit to someone else’s tweet. +  place to post articles or insight you A find interesting Direct Message + Easily reach a broad platform with  little to no work A private, 140-character message between two people. You may only DM a user who follows you. +  great place to observe and hear A news specific to the industry Handle Your username. Mentioning @ followed by someone’s username is a way to reference another. Users are notified when @theirname is mentioned. It’s a way to engage others. Cons – Learning the lingo, and using Twitter  effectively, takes practice –  ith so much content out there, it’s W easy to get lost in your clients’ feeds # Hashtag Using # followed by a topic. Hashtags are commonly used to show that a tweet is related to a larger trending topic (online or offline). #hashtagwords are more likely to show up in a search too. Great article on improving your #golf game in @GolFMagazine.
  • 4. SOCIAL MEDIA NOW LinkedIn Build relationships on a professional level. List professional experience. A place for other clients to make recommendations about your work. Network with colleagues and your clients. Join groups and networks for better prospecting. Leverage it Talk the Talk Be active in a special interest group, such as Denver Golf Professional Networking group, to get connected to new people in your area who have similar interests. Within the group, keep your eyes on potential 2nd and 3rd connections. Use “Get introduced through a connection” to have someone in common introduce you. Profile Your personal page, which includes your professional background and personal information (like a resume), recommendations others have given you, and your activity on the site. Connect A way to increase your network. You are connected to John Doe. Groups Pros Specific-interest groups that contain discussion boards and event information. +  nyone can view your profile and A learn more about you Introduction +  eet new people through your M professional contacts +  arn recommendations that live E on your profile page for the public to view +  ist all of your professional L experience in one spot A connection made between someone in your network and someone outside of your network. 1st, 2nd, 3rd Degree Your relationship level to a specific person. A 1st degree means you are directly connected. A 2nd degree means you know someone in common. 3rd degree means you have someone in common in the 2nd degree network. +  ften used for job searchers O and recruiters Cons –  ostly professional with little room M for personal advice My skills include golfing & I am a member of the USGA group.
  • 5. YouTube Create playlists with your favorite videos for your clients to view. Subscribe to industry-leading channels to learn more. Create and upload videos, and use them to direct traffic to your site. Become a resource for questions about investing. Leverage it Talk the Talk Collect the best videos from industry leaders, and organize them into playlists on your channel. After you meet with a client about their retirement plan, send them a followup email with a link to your retirement playlist. Encourage them to watch the videos to gain more insight. Channel Pros A list of videos by topic. Create multiple playlists for different topics. + Great for viral campaigns  + Share your channels with your  friends on Facebook, Twitter and LinkedIn Your personal page or profile. Views How many times people have watched your videos. This number appears below the video. Playlist Subscribe A way to keep up with others’ videos. Your subscribers will be notified when you upload a new video. Cons – Can be difficult to create your  own videos – Lots of unedited/less-than useful content Check out my golf channel. It includes a mix of my favorite videos on how to improve your golf game.
  • 6. SOCIAL MEDIA NOW Social media has revolutionized the way we communicate. The financial industry has been slow to leverage social media technologies, but advisors who do not get involved will be left behind. Social networking should be an essential part of your marketing strategy. It can be a powerful addition to your networking and prospecting activities. It’s also a relatively easy way to stay engaged with your existing clients. Whether you are already online, or making your social media debut, it’s time to get off the sidelines and start using social media to its fullest potential. Here’s why By creating multiple social media accounts, you can create a larger online presence for your business. Clients can find everything online. If you’re not there, your credibility may suffer. 63% 58% of advisors who use social media see more traffic to their sites1 of social networkers are more likely to use a business if it has a social media presence2 Your clients are already online and social. Distinguish yourself from your peers by getting in front of these clients regularly. eighty-eight percent of firms that use social media report increased brand awareness1 2/3 50% of people with investment accounts also have social networking profiles3 of social media users check their favorite networks every morning4 Kasina, Jesse Mark, Getting Results from Social Media: Leaders and Best Practices, May 2012 comScore, “5th Annual 15miles/Localeze Local Search Usage Study” 3 Linkedin Marketing Solutions, FTI Consulting, “Financial Advisors’ Use of Social Media Moves from early Adoption to Mainstream,” May 2012 4 The Social Skinny, “100 Social media, Mobile and Internet Statistics of 2012(March),” March 2012 5 Financial Planning, “Wealthy Investors Partial to LinkedIn Among Social Media Sites,” May 2012 6 Aite, “Financial Advisors’ Use of Social Media,” December 2010 1 2
  • 7. More than half of investors expect to receive relevant and timely content from social media.5 Become one of their trusted sources of content. 76% of advisors share online content with clients, many through social media1 45% of investors said they value realtime interaction with an advisor 5 Advisors who use social media report greater growth in revenue, assets and clients than those who did not6 3 in 5 financial advisors have landed a client directly from LinkedIn. More than 1/3 of these generated more than $1,000,000 67% of advisors report more engagement with clients and prospects1 in new assets under management3 Social Media is not a fad. All technology points toward great interconnectivity. Get off the sidelines and get involved. You can’t afford to miss out on this opportunity.
  • 8. SOCIAL MEDIA NOW Strong relationships are vital to your business. Social media can help you build those relationships. Yet, advisors aren’t sure how they can get value from it. Here are some ways you can use your preferred social media platform to convert online connections into clients. Know the Rules Every compliance department has specific rules to follow regarding social media. It is important for you to know your company’s rules before you start. The Big Three Facebook, LinkedIn and Twitter are the most used platforms. Your clients are most likely on one or more of these sites. Need more information? See our videos on how to set up an account. Learn from the Experts Once you create your social media accounts, observe how other experienced businesses, investment professionals and individuals (especially younger generations) interact. Stay Professional Keep your social media accounts professional. Your clients can view everything you post. Leave posts about what you had for lunch for your personal account. Schedule Create Your Online Brand Your account profiles should have a consistent theme. Backgrounds and font types are important to creating a credible online image. Consistent branding helps clients easily recognize your online activity. Create a schedule of times you are going to post, and tweet or update your social media sites. Allocate a certain amount of time to research, create posts and view other accounts. Stay within your timeframes to avoid wasting hours on these sites.
  • 9. Content is King C  reate a thirst for your content. Automated posts can be helpful and efficient, but too much automated content will be seen as inauthentic. Instead, balance the content of your information from news, interesting articles, sports, market outlooks and economic overviews to give a holistic approach that your clients will appreciate. Keep your clients guessing what may come next, and they will frequent your sites. Make your information relevant and interesting. Need help? We welcome you to copy and paste our tweets and posts for your own social media accounts. Listen Pay attention to retweets, likes and posts. What topics are your clients focusing on? Who are they talking to? Actually seeing and listening to your clients’ interactions can give you insights. Take note of important events (marriage, vacation, job change) on your clients’ profiles. Connect Add value to your contacts by linking your practice and your clients to other professionals who may be able to help. Be Patient You cannot create you online presence overnight. Keep up a consistent stream of content and your presence will grow. Remember that social media is an evolving and engaging platform. While the popularity of certain sites may come and go, this form of communication will only become more prevalent. The most important thing to keep in mind when creating your social networking strategy is to pull clients and prospects toward your business rather than force your practice on them.
  • 10. SOCIAL MEDIA NOW Reduce Your Risk, Not Your Opportunities Just as communication is at the heart of social media, it’s also the focal point for an effective compliance strategy. • According to a Kasina report, 21% of firms, say compliance is their greatest challenge to their social  media plan.1 Second is the challenge of developing a compelling business case, • Firms that are thriving in the space – and there are plenty – have found ways to satisfy all  stakeholders in order to achieve their objectives, such as brand awareness, customer service, thought leadership, recruiting, relationship building and prospecting. • Get all parties involved – legal, compliance, HR, marketing, information technology – and create a  strategy. Execute your strategy for at least six months before you begin putting too much weight on measurements. Best Practices • Get your Tweets, posts and static content pre-approved by compliance, including links to third party sites. • Choose third-party sites that are established, reputable and balanced. Look for articles that are of  value to your clients and prospects. • Establish a process to capture and review interactive posts which is fundamental to a compliant  social media program. • Determine if third party or interactive posts will be permitted on social media pages and, if so,  develop a process for the review. • Your existing compliance program for other types of communication is a natural fit for static  social media activity. For interactive content, there are a number of companies offering archiving solutions that capture activity directly from the social media site. • Preview everything you can, and create a process to monitor what you can’t (i.e. feedback or  posts from the public). • Get comfortable with a medium before you embrace it. Most social media platforms let you work  in a test environment that allows you to practice posting without going live. • Establish procedures for posting and interacting.  • Evolve. Pay attention to new ways of communicating.  Kasina, Jesse Mark, Getting Results from Social Media: Leaders and Best Practices, May 2012 1
  • 11. Keeping Track, Keeping Tabs When it comes to social media, the biggest concern is archiving and monitoring. •  rchiving has always been crucial to the compliance process, but it can seem daunting if you aspire to strike A up regular interactions online •  onitoring the conversations you and others have started is vital M – It can strengthen or tarnish your reputation and brand – It can also alert you to potential issues and opportunities •  now what is being said about your firm beyond your own social media pages by utilizing free resources on K the web or partnering with a company What to Avoid •  iscussions about products on Twitter, as there isn’t enough room for disclosure D •  eeping the “recommend” feature on LinkedIn active K •  Recommendations, this also applies to re-posting or retweeting someone else’s recommendation •  hin skin. Complaints and criticism are opportunities to engage thoughtfully, not off the cuff T •  osting content without having your compliance and monitoring process mapped out P Be sure to check out Transamerica’s social media accounts. View our complete Social Media Now program at
  • 12. Do you need content to post on your social media sites? Feel free to copy Transamerica’s content and use it as one source of useful and engaging content.