PLAN Australia - Truth About Social Media for Mortgage Brokers


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Adam Franklin gave this keynote "Truth About Social Media for Mortgage Brokers" at the PLAN Australia conference on the Gold Coast on 7th Sept 2012.

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  • Stand. Pause. 4Fs. \n
  • Ross had a good experience. Some mates didn’t. It’s about relationships.\n
  • Best stat – 14% vs 78%. Best form of marketing...? WOM + Referral. Social is WOM on STEROIDS. \n\nSocial media is a bit like coming to FULL DAY WORKSHOP STRANGERS  ACQUAINTENCES  FRIENDS  CUSOTOMERS\n\nSM is about People. Earning Attention. Building Trust & Nurturing Relationships.\n
  • DRAW OB WHITEBOARD\nWho’s on Twitter...? Everyone else can tune out for 30 secs. \n\nNot offended if you look at your phone. Only if you’re tweeting. \nI’ll be checking my phone during the videos for tweets. And i know where your sitting if anyone saying anything nasty about! \n
  • Uses Social Media?\nSuccess with Social Media?\nMove country? STAND UP: Who has a website? Email Marketing? Facebook? Blogs? YouTube? Twitter? LinkedIn? Google +? MySpace? Pintersest? Gentlemint? \n\nWHO WANTS TO WIN BLUEWIRE WINE..? Pass bucket & add your card. \n
  • Wasting time, say something wrong, start a fight, get fired, get sued, negative comments … \nSPAM laws, CC database and deluge of abuse\nWORSE YET: Named and shamed by a blogger\nFAVE: One-click unsubscribe. 73000 customers.\nbutton\n
  •  21-year-old female college student in Seattle from Weiner's Twitter account\nSend lewd pic via twitter & there was a huge uproar. He fell on sword and was forced resigned. \n\nNatural reaction – ban Twitter – avoid potential embarrassment.\n\nWhat if Weiner had taken a knife and stabbed the girls??\n
  • Are the knives to blame? With training knives are extremely useful in the kitchen. Without training you’re likely to cut your finger.\n\nTODAY:\nHighlight the pitfalls & how to avoid the embarrassment & loss of revenue\nShow you case studies of companies using Twitter, Facebook, YouTube, Email & Blog.\nYour social media strategy and how you’d respond in a crisis.\n
  • Don’t have enough time, employees might waste time, it’s often banned.\n
  • Jeff Jarvis, Computer warranty. Shocking customer service. Blogged + 253 comments. No response. Dell Hell. Press started writing. #1 on google for DELL. Share price dropped. Then they realised. (email + word of mouth… pre-facebook + twitter)\nMichael Dell came back, $1.5m to resurrect problem. Corporate Blog + Idea Storm. \n\nSpoke on panel with @RichardatDELL Now DELL are leading the way!\n
  • How much would you pay for a tool to prevent that happening to you?\n\nFree. Social Media monitoring tool? \n\nLINK on landing page!\n
  • Done properly can have a positive effect IF you know & follow the rules!\n
  • Social media is like one big cocktail party. Meeting new people, hanging out with people we like. LISTEN, ASK, NEVER SHOUT. KNOW LIKE & TRUST.\nAt a BBQ – you don’t give financial advice, you chat!\n
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  • Sydney Opera Centre.\nAuthentic + Honest\n\nDon’t let fear of making a mistake stop you from starting.\n\nIt’s like learning to ski, ride a bike or learn a language ---- making a few mistakes is part of the learning process\n
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  • Facebook’s terms have changed slightly re: COMPETITIONS but the case study still stands as example of using existing features! \n
  • With in 3 minutes a genuine referral.\n
  • With in 3 minutes a genuine referral.\n
  • With in 3 minutes a genuine referral.\n
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  • Ebooks for chefs, restaurant o\nPIGGY BANK\nDollarmite account in Grade 1 (1986)  each week 50c  built an asset you can withdraw from  Pays InterestInvest in remarkable content  RTs, links + likes are compound interest  they accumulate and build value.\nwners etc\n
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  • You’re sitting on gold. Done the hard work. Just share it!\n
  • \nDoes anyone here want more email? More email from people you don’t know?\nEmail marketing isn’t dead. Bad email marketing is DEAD.\n\n$1 returns $41 ROI\n\nDear Rich Bastard,\n\n---------\nBLANK OUT SCREEN. Everyone’s got an email address? Who wants more email? From strangers..?\n\nMany of you received our 1st EDM. Toby & I in business 12 months & we wrote to everyone we knew. Written in, double, triple, quadruple checked the spelling, \n\nHIT SEND. Sit back, breath a sign of relief & wait for the email to arrive in Inbox --- DEAR ADAM. To all 700 people. Good for the 3 Adams but terrible for everyone else!\n \nFor Bluewire – it is still our best form of social. 3Ps – people, participation, promotion.\n\nMistakes – Dear Adam, WIIFM, Prizes, In This Issue\n
  • 2.9 billion people have email. Cup of rice is all the emails sent per day. Facebook + Twitter = 0.2%\nEveryone has email, Personal, Transactional, Business-y, inner sanctum, its in your inbox\nRemember when email came out. 1 address per company, only senior execs could be trusted, printed out, --> who does biz via email?\nWho closes deals with email these days?\n
  • Bank was drafting an email to go out to all their high net worth clients, and as a place holder they addressed the email Dear Rich Bastard. It got sent.\n
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  • Remarkable content - hire a journalist student or grad. Digital Native.\n\nNext HIRE: journo. \n\nDigital\nReach\nAnalytical\nContent\n
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  • Save your questions…. \n\nROI?\nSocial media is about relationships\nWhat’s the ROI of answering your phone, replying to emails or saying Hi to someone.\n- Over time you’ll win business thanks for relationships you’ve nurtured on social media.\n\nFinding the time? \n-- iPhone – utilise dead time (at an airport, waiting for a meeting)\n-- hire a journalist\n-- hire a GenY – it’s second nature, not work!\n
  • Like having a personal trainer for a marathon.\n\nYou can give it a go by yourself (4:03)\nSean can get a training program \nSean can train you (3:34)\nSean can train with you (you rise to the level of those around you)\n
  • Not SOCIAL bc POPULAR\nIt’s SOCIAL because it BUILDS RELATIONSHIPS via GOOD CONTENT\n\nNOT CONTENT about youCONTENT That solves people’s problems\n\nNot WEB MARKETING on a whim It’s about a WEB STRATEGY that positions you as the only choice to do business with.\n
  • Peter’s website offer is excellent.\n\nIf you went to a web firm they’d charge at least $30k. (content, design etc etc)\nWe thought $10k, but Peter is offering it to you for even less.\n
  • Draw a winner...!\n
  • PLAN Australia - Truth About Social Media for Mortgage Brokers

    1. 1. The Truth About Social Media for Mortgage Brokers• Is it a Fad?• Your worst fears• Twitter, Facebook, Blogs, Email & YouTube• Social Media Strategy for Mortgage Brokers• Q&A Adam Franklin, Marketing Manager
    2. 2. 2
    3. 3. @Franklin_Adam @Bluewire_Media Tweet Tweet! Tweet Tweet
    4. 4. Show of handsshow of hands?
    5. 5. Weiner-gate
    6. 6. Tools
    7. 7. Don’t have time? No time?
    8. 8. Monitor
    9. 9. Relax…
    10. 10. Just likereal life!
    11. 11. Twitter
    12. 12. • Screen Shot 2012-09-04 at 9.58.03 PMScreen Shot 2012-09-04 at 9.58.03 PM 2 referrals within 1 hour 16
    13. 13. 1. Facebook in 10First 3 referrals comments
    14. 14. 1. FacebookTotal of 10 referrals in comments
    15. 15. 1. Facebook commentsFirst 2 private referrals in 14
    16. 16. 1. Facebook Facebook comments
    17. 17. Blogging Attracts More Visitors Source: Data from over 1,500 businesses -
    18. 18. INVEST
    19. 19. 24
    20. 20. Done the work
    21. 21. $1 spent$41 return Email Marketing
    22. 22. Email is best. Remember 1995?
    23. 23. Dear Rich
    24. 24. Will It Blend?Cost? $50Views: 10,656,840Total Video Views: 192,351,121 700% Results?
    25. 25. 1. Set up pages Social Strategy - Beginner
    26. 26. 1. Set up pages 2. Secure your URL Social Strategy - Beginner
    27. 27. 1. Set up pages 2. Secure your URL3. Publish content & enablesharing Social Strategy - Beginner
    28. 28. 1. Set up pages 2. Secure your URL3. Publish content & enablesharing4. Watch and listen Social Strategy - Beginner
    29. 29. 1. Set up pages 2. Secure your URL3. Publish content & enablesharing4. Watch and listen5. Join in Social Strategy - Beginner
    30. 30. Social Strategy - Intermediate
    31. 31. Universe 37
    32. 32. Nurture with love 38
    33. 33. Measure 39
    34. 34. What would you do?
    35. 35. What would you do?
    36. 36. 41
    37. 37. 42
    38. 38. “Train hard,win easy” Sean Bowes 44
    39. 39. ! @Franklin_AdamIf you’d like a social media speaker, please get in touch! 1300 258 394 Thank you!
    40. 40.