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2013 Six Social Principles for Success
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2013 Six Social Principles for Success

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Companies are increasingly incorporating social media into their marketing programs because it has been proven to attract consumer attention and to promote customer loyalty. Social media makes it …

Companies are increasingly incorporating social media into their marketing programs because it has been proven to attract consumer attention and to promote customer loyalty. Social media makes it possible not only to communicate with hundreds of thousands of people at once and enlist supporters to spread the word about you and your services but also to combine the benefits of immediacy and the potential for the “viral” transmission of information.

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  • 1. Six Social Principles for Success 2013 Social Media Conference for Financial Services Victor Gaxiola Subject Matter Expert: Social Media https://www.actiance.com/victorgaxiola @VictorGaxiola Confidential and Proprietary © 2013, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc #LLSMC #Actiance
  • 2. #LLSMC #Actiance SME Former Financial Advisor Husband/Father Music/Film Lover Travel Humor @VictorGaxiola Speaker
  • 3. What I’ll Cover What We’ve Observed Social Media Maturity Curve The Six Principles for Social Media Success Best Practice #LLSMC #Actiance
  • 4. What We’ve Observed Social Media – A Powerful Marketing Tool Attracts customer attention and promotes loyalty Facilitates conversations Increases opportunities for “viral” transmission of information about you or your services #LLSMC #Actiance
  • 5. Content rich environments thrive Humanizing the brand leads to engagement Social is flexible and fast There are few experts You must plan for mistakes Make it fun What We’ve Observed Social Media – A Powerful Marketing Tool #LLSMC #Actiance
  • 6. Social Media Maturity Curve Pre-Consideration • No Social Presence • Restrictive social policy • No Social Tools Early Consideration • Some Corporate Presence • Banned/ restrictive policy in place • Pilot program in place Early Adopters • Corporate Presence • Acceptable use policy • Social media being used by distributed teams/advisors Early Majority • Corporate Presence • Social media usage by distributed teams advisors • Acceptable use policy • Previous concerns about FINRA and/ or impact of social media overcome by market acceptance and demonstrable results. #LLSMC #Actiance
  • 7. Six Social Principles for Success Crowdsource ContentDevelop Personal BrandCreate Integral Strategy Measure & AnalyzeEducate and TrainLeverage Customers #LLSMC #Actiance
  • 8. Principle 1: Strategy Social media is just another way to broaden your reach Companies are successful in their social media use when social networking is part of the corporate DNA Executive sponsorship facilitates progress “Social Media is a part of the mix, not the solution” GARTNER #LLSMC #Actiance
  • 9. Principle 2: Personal Brand YOU are the most valuable asset 17% of consumers trust a brand. 70% trust recommendations given by friends and connections Long-term objective: consumers and customers engage with the brand as embodied by individual employees Humanize the message – make it relatable #LLSMC #Actiance
  • 10. Principle 3: Relevant Content Content is the fuel that drives the social engine Deliver compelling, informative and entertaining content Develop a library of interesting insights, investment challenges, wealth management tips, etc. Strive for personalized, unique content that informs your connections about you. Don’t just broadcast a brand message, mix it up #LLSMC #Actiance
  • 11. Principle 4: Crowdsource Before making buying decisions, consumers research online and seek recommendations from their network Empower the Social Consumer to work for you Provide useful information that establishes your expertise and is worth sharing Convert consumers into advocates #LLSMC #Actiance
  • 12. Principle 5: Education Understand the role of social media in sales and marketing and establish your social media objectives Select which social networks are best for you and follow best practices to build out and maintain your network Integrate social media activities with corporate systems Adjust your social media program #LLSMC #Actiance
  • 13. Principle 6: Analytics Measuring clicks vs. measuring engagement Comments are more valuable than “likes” and shares are more valuable than comments The number of followers on Twitter, LinkedIn and Facebook is an important metric Active listening leads to effective engagement #LLSMC #Actiance
  • 14. Best Practices 1. Establish Create your social network profile page and populate it with relevant information about yourself and business 2. Connect Build your list of connections to contact, interact, and communicate 3. Engage Connect and interact with your contacts by providing content, photos, videos, event notifications, news updates, upcoming conferences, promotions, etc. 4. Measure Use system metrics to measure your engagement and online influence Objective Recommendation #LLSMC #Actiance
  • 15. Visuals (Profile/Cover Photos) Static information Listen first, act second Best Practices #LLSMC #Actiance
  • 16. Training Methods Classroom Webinars (live, recorded) Printed Material Videos #LLSMC #Actiance
  • 17. Thank You Join us at Facebook.com/actiance Victor Gaxiola Subject Matter Expert: Social Media Actiance.com/victorgaxiola @victorgaxiola Confidential and Proprietary © 2012, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc #LLSMC #Actiance