WHAT ROLE DOES SOCIAL MEDIA PLAY WITHSMSFs?Aaron Dunn         Carden CalderThe SMSF Academy   BlueChip Communication
One message before Social Media…
One message after Social Media…
The message isdistributed across     Social Media        channels..
Who is your market?                  OR
SPAA’s LinkedIn strategy   1022         *   Members of the                           56%                           Members...
A socially engaged SMSF profession                                 LinkedIn group                                   used t...
Why you need to be social with SMSFs?Intimate with Self-Managed Superannuation Report                                     ...
SMSFs on the rise…Click to add text   Average number per month of local searches for the word “SMSF”                      ...
Google SMSF keyword searches
It’s not just about being everywhere…                           Followers will become your                           bigge...
How is the profile changing with SMSFtrustees?
Attracting a younger SMSF generation• Drivers for SMSFs amongst younger market15.6% of SMSF        39.7% of newpopulation ...
Why you’re already a socialbusinessAnd what to do about it…
Social media…
What the…?
EXPERT! BEST PRACTICE!??      http://thebrandbuilder.wordpress.com/2009/09/24/calling-foul-on-bogus-social-media-experts-a...
The big pictureThe ONE social media framework you need
The only social media picture you need             Source: McKinsey
Context: Where does social media fit in?             Source: McKinsey
And maybe get one of these…
The little pictureWhat trustees and potential trustees want online
Topics of SMSF discussion                                   O                                dis nline                    ...
Discussions of service needs                                   SM                                  tal SF tr              ...
Investment types discussed by SMSFtweeps                               SM                              the SF tr          ...
Where are the SMSF discussions?                                 T                            SM he m                      ...
An example: tax                    Mi                       cro                      tra blogs                   dis ffic ...
SMSF advisers’ behaviour in social media
SMSF advisers’ behaviour in social media• Broadcast / talking• Little engagement• Topic gap between advisers and trustees
A roadmap10 steps for SMSF advisers to succeed in social media
A roadmap?
Ten steps for SMSF professionals (1-5) 1. Set your social media goals    •   Brand building    •   Building a special inte...
Ten steps for SMSF professionals (5-10) 5. Develop a social media schedule 6. Optimize content for search & consumption 7....
Talk about what trustees care about…                        “Top 5 tips to set up                        your SMSF to tax-...
Case study: Financial ServicesAmerican Express OPEN forum
Case study: American Express
Case study: Henderson Maxwell                                  Ke                                     yt                  ...
Don’t lose your shirt!
OPPORTUNITIES & RISKS OFSOCIAL MEDIA FOR ADVISERSUnderstanding the Regulatory Framework
RG244 – Scaled advice opportunitiesGiving information, general advice & scaled advice•Intimate with SMSFs shows growth for...
RG244 – Balancing your social presenceGiving information, general advice & scaled advice• Building rapport, reputation and...
RG244 – Balancing your social presenceGiving information, general advice & scaled advice• Corporations Act allows you to d...
Three key messages…                                                    he   Under         Have a clear                    ...
DISCLAIMER© Carden Calder, BlueChip Communication Pty Ltd 2013© Aaron Dunn, The SMSF Academy Pty Ltd 2013This presentation...
What role does social media play in SMSFs?
What role does social media play in SMSFs?
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What role does social media play in SMSFs?

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Financial services communication specialist Carden Calder, MD of BlueChip Communication, and the SMSF Academy's Aaron Dunn examine the role social media can play in SMSFs. And how advisers, trustees and other SMSF stakeholders can get started. Material was originally developed and presented at the 2013 SPAA conference in Melbourne on 14 February 2013.

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  • What role does social media play in SMSFs?

    1. 1. WHAT ROLE DOES SOCIAL MEDIA PLAY WITHSMSFs?Aaron Dunn Carden CalderThe SMSF Academy BlueChip Communication
    2. 2. One message before Social Media…
    3. 3. One message after Social Media…
    4. 4. The message isdistributed across Social Media channels..
    5. 5. Who is your market? OR
    6. 6. SPAA’s LinkedIn strategy 1022 * Members of the 56% Members in SPAA LinkedIn Financial discussion Services group industryA change from the SPAAdiscussion forum to aLinkedIn group has seen 26%more than 265% growth inonline member activity. Users are Principals or Directors of a business * As at 8 February 2013
    7. 7. A socially engaged SMSF profession LinkedIn group used to ask questions at SPAA State Technical conferences
    8. 8. Why you need to be social with SMSFs?Intimate with Self-Managed Superannuation Report Where the Financial 36.9% 26.2% Planner or Accountant were able Site lack of Individuals without to address concerns knowledge would an SMSF as key about SMSFs and reason for not having consider their benefits an SMSFone establishing Social media can allow advisers to build rapport and business reputation around SMSF education
    9. 9. SMSFs on the rise…Click to add text Average number per month of local searches for the word “SMSF” Incre a sear se of 22 ch e .3 % 60,500 74,000 i n l a s s f or “ S M i n t 12 SF using months ” G oo g le December 2011 December 2012
    10. 10. Google SMSF keyword searches
    11. 11. It’s not just about being everywhere… Followers will become your biggest advocates
    12. 12. How is the profile changing with SMSFtrustees?
    13. 13. Attracting a younger SMSF generation• Drivers for SMSFs amongst younger market15.6% of SMSF 39.7% of newpopulation SMSF entrants Understand the common traits of your target less New setups market and how – members than 44 less than 44 to best years years communicate your message
    14. 14. Why you’re already a socialbusinessAnd what to do about it…
    15. 15. Social media…
    16. 16. What the…?
    17. 17. EXPERT! BEST PRACTICE!?? http://thebrandbuilder.wordpress.com/2009/09/24/calling-foul-on-bogus-social-media-experts-again/
    18. 18. The big pictureThe ONE social media framework you need
    19. 19. The only social media picture you need Source: McKinsey
    20. 20. Context: Where does social media fit in? Source: McKinsey
    21. 21. And maybe get one of these…
    22. 22. The little pictureWhat trustees and potential trustees want online
    23. 23. Topics of SMSF discussion O dis nline cu ssi SMS str ons F tow we ongl are i y ard ghte s d ne serv ed s ice
    24. 24. Discussions of service needs SM tal SF tr ho king uste w SM to abou es ar SF set e far ,h -up t tax m elp the , oth ore /adv ir er t ic top han e ics
    25. 25. Investment types discussed by SMSFtweeps SM the SF tr ir a ust e pro dis dvise es a pe cus rs, nd rty s a mo ing re inv any es oth re th tm an en er t ty pe
    26. 26. Where are the SMSF discussions? T SM he m on SF m ajori m en ty bro icro tion of ad blog s a co c r nv ast, s…it’ e ers n s ati ot a on
    27. 27. An example: tax Mi cro tra blogs dis ffic cu …b drive wh ssio ut co ere n is nn ec the ha t pp ions en
    28. 28. SMSF advisers’ behaviour in social media
    29. 29. SMSF advisers’ behaviour in social media• Broadcast / talking• Little engagement• Topic gap between advisers and trustees
    30. 30. A roadmap10 steps for SMSF advisers to succeed in social media
    31. 31. A roadmap?
    32. 32. Ten steps for SMSF professionals (1-5) 1. Set your social media goals • Brand building • Building a special interest community • Client education & engagement 2. Define a fame agenda (ownable white space) 3. Know your audience (“personae”) 4. Listen to the social media conversation 5. Choose channel/s
    33. 33. Ten steps for SMSF professionals (5-10) 5. Develop a social media schedule 6. Optimize content for search & consumption 7. Promote your social media engagement 8. Distribute social media activity across the team 9. Test & learn…measure results
    34. 34. Talk about what trustees care about… “Top 5 tips to set up your SMSF to tax- effectively invest in property” “Property, tax and setting up your SMSF: 3 things your accountant won’t tell you!”
    35. 35. Case study: Financial ServicesAmerican Express OPEN forum
    36. 36. Case study: American Express
    37. 37. Case study: Henderson Maxwell Ke yt int akea ke e wit yw grat way: h a ord ed, h pro clea eavy po r va , sit ion lue
    38. 38. Don’t lose your shirt!
    39. 39. OPPORTUNITIES & RISKS OFSOCIAL MEDIA FOR ADVISERSUnderstanding the Regulatory Framework
    40. 40. RG244 – Scaled advice opportunitiesGiving information, general advice & scaled advice•Intimate with SMSFs shows growth for advisers is challenging•Keys to further growth: Scaled advice EDUCATION ADVICE Comprehensive advice SMSF professionals need to consider their offering, redefine their value proposition and determine areas to provide specialist advice.
    41. 41. RG244 – Balancing your social presenceGiving information, general advice & scaled advice• Building rapport, reputation and providing information through social media • ASIC research shows consumers want more information and advice about investment issues• Drawing the line – concerns amongst licensees? • Corporations Act is neutral about technology• What’s important in an online context from the Regulator? • Making clear the nature of advice being given • If personal advice, explain what advice does and doesn’t cover
    42. 42. RG244 – Balancing your social presenceGiving information, general advice & scaled advice• Corporations Act allows you to determine how you want to give factual information and advice to your client• How can you best deliver your services to clients and prospects using social media? • E.g. use of video to explain key concepts, summaries of meetings, Statements of Advice?
    43. 43. Three key messages… he Under Have a clear ly Und erstand t y st your t and defined regulator d ar k an marke get strategy to fr am e w o r ur where t and your online that of yo th ey a licensee online re presence
    44. 44. DISCLAIMER© Carden Calder, BlueChip Communication Pty Ltd 2013© Aaron Dunn, The SMSF Academy Pty Ltd 2013This presentation is for general information only. Every effort has been made to ensure that itis accurate, however it is not intended to be a complete description of the mattersdescribed. The presentation has been prepared without taking into account any personalobjectives, financial situation or needs. It does not contain and is not to be taken as containingany securities advice or securities recommendation.Furthermore, it is not intended that it be relied on by recipients for the purpose of makinginvestment decisions and is not a replacement of the requirement for individual research orprofessional tax advice. This presentation was accompanied by an oral presentation, and isnot a complete record of the discussion held. No part of this presentation should be usedelsewhere without prior consent from the author.

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