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Financial Professionals and the Future of
Thought Leadership and Social Media
Today’s Presenters
Julie Littlechild
Founder
AbsoluteEngagement.com
@jlittlechild
Loic Jeanjean
Director, Sales and Market...
We Talked To
1,041
Investors
1,242
Advisers
#FAsocial@jlittlechild
High growth advisers are embracing
thought leadership strategies,
supported by social media.
#FAsocial@jlittlechild
They Do This Because The Strategy
• Drives deeper client engagement
• Reflects behaviors of the prospects who are looking ...
CREATE
VALUE
SHARE
VALUE
CREATE CONNECTION
CREATE CONNECTION
Adviser
Prospect
Client
Thought
Leadership
Social Media
Socia...
Where are we today?
#FAsocial@jlittlechild
78% of advisers are addressing how
they will build their
online presence.
#FAsocial@jlittlechild
LinkedIn Dominates for Financial Advisers
76%
43%
23%
9%
11%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
LinkedIn Facebook ...
Today, our reasons for using social media are somewhat passive
• Build brand/credibility
• Listen and learn
• Deepen clien...
Tomorrow, We’ll Be More Active
57% 57%
52%
35%
0%
20%
40%
60%
Build brand and
credibility
Maintain/deepen
existing relatio...
However, we use Different Networks to
Meet Different Objectives
Objective LinkedIn Facebook Twitter
Find new relationships...
Client engagement is supported by meaningful
education and connection.
Thought leadership and social media are helping
adv...
Engaged clients are more satisfied,
more loyal and provide 100% of your
referrals.
#FAsocial@jlittlechild
Education = Engagement
34%
23%
44%
70%
0%
20%
40%
60%
80%
100%
All respondents Engaged clients
Somewhat Agree Completely A...
The Personal Connection Wins
Q: How wouldyouratethevalueofdifferentsourcesofinformationprovidedbyyouradviser?
39% 38% 44%
...
Focus on high growth advisers for clues
High growth advisers added more than twice the number of new
clients last year as ...
High Growth Advisers Emphasize Three Strategies
Q: Whichofthefollowingdoyouuseasa partofyouroverallcommunicationsstrategyf...
The Impact of Thought Leadership according
to High Growth Advisers
Q: Whatimpactdoyoubelievethatsharingand/orauthoringrele...
Create Real Connections Using Social Media
Q: Whichofthefollowingspecificactivitiesdoyoudoonsocialnetworksforbusinesspurpo...
Consumer expectations and behaviors are changing the
way in which we engage with prospective clients.
#2
#FAsocial@jlittle...
60% of prospective clients actively sought input to help vet their
adviser prior to starting to work together.
For three q...
It’s Different For the Young and Sometimes for the Not So Young
Q: Which,ifany,ofthefollowingdidyoudotolearnmoreaboutyoura...
Most Prospects Who Look to Networks Do So PRIOR to the Meeting
Q: Whendidyouseek outinformationonyouradviserusingprofessio...
The Past Is No Indicator of the Future. Things Will Look Very Different
Q: Ifyouwerelookingfora newfinancialadvisertoday,h...
These Strategies Drive Growth
#3
#FAsocial@jlittlechild
53% of advisers added new clients as a result of using social
media.
That number increased to 67% among high growth advise...
Supporting New Business Development
• 7x more High Growth Advisers say using social media is
about supporting business dev...
Leverage Social Media to Drive Referrals
Q: To whatextentdoyouthinkyourbusinessdevelopmentactivitywas positivelyimpactedby...
We Need to Pay Attention
Because this strategy
• Drives deeper client engagement
• Reflects behaviors of the prospect who ...
Your action plan for
client engagement and
a digital presence
#FAsocial
Social and Mobile Web is Still Growing
According to a survey presented earlier, 51% of consumers learnt about their new
ad...
What Investors/Consumers Want and Expect
• They want to consume information when and where they want
• They want to be eng...
Digital Marketing Business Objectives
Before starting/changing anything, please identify your goals and KPIs
• Create awar...
How to Attract New Clients & Engage Existing Clients
1. Link your social media profiles to professional websites
2. Genera...
Success – What to Track
Simple:
• Ask prospects how they found you
• Use Google Analytics (it’s free) to see
where new cli...
Backing into Social Media and
“Thought Leadership”
#FAsocial
2006
2007
2009
2010
2011
2012
2014
2016
#FAsocial@TimMaurer
#FAsocial
1. Find your voice and choose your medium: What do you have to say and where do you want to say it?
Writer, thin...
Questions?
#FAsocial
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Live Webinar- Financial Professionals and the Future of Social Media and Thought Leadership

How are financial advisers using social media today to engage clients and prospects? Are advisers using thought leadership as a way to engage prospects while providing a means to educate consumers? How are consumers using social media and thought leadership to connect with advisers?

These and other issues are the focus of Financial Professionals and the Future of Social Media and Thought Leadership, a special webcast presentation by LinkedIn and the Financial Planning Association® (FPA®).

Recent research by LinkedIn and FPA revealed that 67% of high growth firms have added new clients directly as a result of social media activity. What lessons can you learn from the research and how can you get your social media action plan together today to realize that same success?

Join us for this informative webcast to hear:

- Highlights from the Financial Professionals and the Future of Social Media and Thought Leadership research
- A detailed action plan to help you approach social media the right way
- Secrets for building a dynamic social media and thought-leadership presence

  • Be the first to comment

Live Webinar- Financial Professionals and the Future of Social Media and Thought Leadership

  1. 1. Financial Professionals and the Future of Thought Leadership and Social Media
  2. 2. Today’s Presenters Julie Littlechild Founder AbsoluteEngagement.com @jlittlechild Loic Jeanjean Director, Sales and Marketing Advisor Websites @jjloic Tim Maurer Director, Personal Finance BAM Alliance @TimMaurer Join the conversation on Twitter #FAsocial | @LinkedInMktg | @fpassociation #FAsocial
  3. 3. We Talked To 1,041 Investors 1,242 Advisers #FAsocial@jlittlechild
  4. 4. High growth advisers are embracing thought leadership strategies, supported by social media. #FAsocial@jlittlechild
  5. 5. They Do This Because The Strategy • Drives deeper client engagement • Reflects behaviors of the prospects who are looking for advice • Supports growth #FAsocial@jlittlechild
  6. 6. CREATE VALUE SHARE VALUE CREATE CONNECTION CREATE CONNECTION Adviser Prospect Client Thought Leadership Social Media Social Media Social Media #FAsocial@jlittlechild
  7. 7. Where are we today? #FAsocial@jlittlechild
  8. 8. 78% of advisers are addressing how they will build their online presence. #FAsocial@jlittlechild
  9. 9. LinkedIn Dominates for Financial Advisers 76% 43% 23% 9% 11% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% LinkedIn Facebook Twitter Percentageofrespondents Use Today Will Use #FAsocial@jlittlechild
  10. 10. Today, our reasons for using social media are somewhat passive • Build brand/credibility • Listen and learn • Deepen client relationships • Find new clients #FAsocial@jlittlechild
  11. 11. Tomorrow, We’ll Be More Active 57% 57% 52% 35% 0% 20% 40% 60% Build brand and credibility Maintain/deepen existing relationships Find new relationships Listen and learn from others Q: Thinkingaboutyourplanstousesocialnetworks/socialmediagoingforward,how will theimportanceofeachobjectivechangerelativetotoday? 35% of advisers say ‘listening and learning’ will be a more important going forward. #FAsocial@jlittlechild
  12. 12. However, we use Different Networks to Meet Different Objectives Objective LinkedIn Facebook Twitter Find new relationships 48% 14% 9% Build brand/credibility 28% 25% 25% Maintain/deepen existing relationships 12% 48% 8% Listen and learn from others 9% 7% 45% #FAsocial@jlittlechild
  13. 13. Client engagement is supported by meaningful education and connection. Thought leadership and social media are helping advisers take action. #1 #FAsocial@jlittlechild
  14. 14. Engaged clients are more satisfied, more loyal and provide 100% of your referrals. #FAsocial@jlittlechild
  15. 15. Education = Engagement 34% 23% 44% 70% 0% 20% 40% 60% 80% 100% All respondents Engaged clients Somewhat Agree Completely Agree Q: To whatextentdoyouagreeordisagreewiththefollowingstatement?Myadviserprovides me witheducationrelatedtothemarket,investmentsorotherfinancialtopics. #FAsocial@jlittlechild
  16. 16. The Personal Connection Wins Q: How wouldyouratethevalueofdifferentsourcesofinformationprovidedbyyouradviser? 39% 38% 44% 55% 52% 41% 37% 32% 0% 20% 40% 60% 80% 100% In person workshops Adviser Blog Online workshops Relevant articles Somewhat valuable Very valuable #FAsocial@jlittlechild
  17. 17. Focus on high growth advisers for clues High growth advisers added more than twice the number of new clients last year as low growth advisers Low Growth: High Growth: 9 new clients 18 new clients #FAsocial@jlittlechild
  18. 18. High Growth Advisers Emphasize Three Strategies Q: Whichofthefollowingdoyouuseasa partofyouroverallcommunicationsstrategyforboth prospectsandexistingclients? 34% 34% 18% 48% 47% 29% 0% 20% 40% 60% Educational events Leveraging my professional network on LinkedIn Thought leadership/content Low Growth High Growth #FAsocial@jlittlechild
  19. 19. The Impact of Thought Leadership according to High Growth Advisers Q: Whatimpactdoyoubelievethatsharingand/orauthoringrelevantcontenthasonyour business,clientsorprospects?Showstopthree. • Builds credibility 90% • Raises awareness of my business 84% • Deepens relationships with existing clients 76% #FAsocial@jlittlechild
  20. 20. Create Real Connections Using Social Media Q: Whichofthefollowingspecificactivitiesdoyoudoonsocialnetworksforbusinesspurposes? 35% 38% 45% 47% 0% 10% 20% 30% 40% 50% Follow clients Connect/engage with clients Low Growth Advisers High Growth Advisers #FAsocial@jlittlechild
  21. 21. Consumer expectations and behaviors are changing the way in which we engage with prospective clients. #2 #FAsocial@jlittlechild
  22. 22. 60% of prospective clients actively sought input to help vet their adviser prior to starting to work together. For three quarters of clients, that input was in the form of a referral, however…… #FAsocial@jlittlechild
  23. 23. It’s Different For the Young and Sometimes for the Not So Young Q: Which,ifany,ofthefollowingdidyoudotolearnmoreaboutyouradviserpriortocontacting ormeetingwiththem?n=thosewhosoughtinputfromanysource 58% 49% 34% 26% 74% 26% 15% 6% 74% 26% 10% 4% 75% 19% 7% 2% 0% 20% 40% 60% 80% 100% Spoke with existing client Online search Checked professional network Check social network <44 45-54 55-64 65+ #FAsocial@jlittlechild
  24. 24. Most Prospects Who Look to Networks Do So PRIOR to the Meeting Q: Whendidyouseek outinformationonyouradviserusingprofessionalorsocialnetworks? 51% 39% 10% 46% 46% 8% 50% 38% 8% 29% 41% 29% 0% 10% 20% 30% 40% 50% 60% Prior to making contact After contact prior to meeting After meeting prior to decision <44 45-54 55-64 65+ #FAsocial@jlittlechild
  25. 25. The Past Is No Indicator of the Future. Things Will Look Very Different Q: Ifyouwerelookingfora newfinancialadvisertoday,howimportantwouldaccess to informationviasocial/professionalnetworksbeinresearchingaprospectiveadviser? 42% 14% 8% 5% 43% 28% 20% 21% 0% 10% 20% 30% 40% 50% <44 45-54 55-64 65+ Used to find current advisor Important/critical if looking going forward #FAsocial@jlittlechild
  26. 26. These Strategies Drive Growth #3 #FAsocial@jlittlechild
  27. 27. 53% of advisers added new clients as a result of using social media. That number increased to 67% among high growth advisers. #FAsocial@jlittlechild
  28. 28. Supporting New Business Development • 7x more High Growth Advisers say using social media is about supporting business development than leading directly to new clients. #FAsocial@jlittlechild
  29. 29. Leverage Social Media to Drive Referrals Q: To whatextentdoyouthinkyourbusinessdevelopmentactivitywas positivelyimpactedbysocial networking?Showspercentagerating‘some’or‘significant’impact. 29% 29% 22% 42% 40% 34% 0% 10% 20% 30% 40% 50% 60% Client referrals Other prospecting COI referrals Low Growth Advisers High Growth Advisers #FAsocial@jlittlechild
  30. 30. We Need to Pay Attention Because this strategy • Drives deeper client engagement • Reflects behaviors of the prospect who are looking for advice • Supports growth #FAsocial@jlittlechild
  31. 31. Your action plan for client engagement and a digital presence #FAsocial
  32. 32. Social and Mobile Web is Still Growing According to a survey presented earlier, 51% of consumers learnt about their new advisers through digital. That’s no surprise. In the United States • 158 million people use Facebook • 122 million use LinkedIn • 75% of Americans use their smartphones to research information Do you know anyone who isn’t on Facebook? Who doesn’t have a smartphone? Bottom line: investors aren’t just visiting social networking sites to passively consume information #FAsocial@jjloic
  33. 33. What Investors/Consumers Want and Expect • They want to consume information when and where they want • They want to be engaged • They expect full transparency • They want better customer service • They expect fast responses/turn-around • They do not want to be sold to #FAsocial@jjloic
  34. 34. Digital Marketing Business Objectives Before starting/changing anything, please identify your goals and KPIs • Create awareness (social media & branded traffic) • Generate leads (capture leads on website) • Educate clients (Increase client satisfaction / NPS / # of resources downloaded / returning visitors) • Engage community (# webinar registrants / # referrals) • Etc… #FAsocial@jjloic
  35. 35. How to Attract New Clients & Engage Existing Clients 1. Link your social media profiles to professional websites 2. Generate valuable and if possible actionable content 3. Be authentic 4. Be specific 5. Be convincing, but not forceful 6. Deliver on your promises [optional] send visitors to landing pages #FAsocial@jjloic
  36. 36. Success – What to Track Simple: • Ask prospects how they found you • Use Google Analytics (it’s free) to see where new clients/referral form submissions come from (social vs. web vs. mobile) Advanced: • Conversion Rate • Amplification Rate (AmR) #FAsocial@jjloic
  37. 37. Backing into Social Media and “Thought Leadership” #FAsocial
  38. 38. 2006 2007 2009 2010 2011 2012 2014 2016 #FAsocial@TimMaurer
  39. 39. #FAsocial 1. Find your voice and choose your medium: What do you have to say and where do you want to say it? Writer, thinker, talker, speaker, curator? 2. Use your voice: Choose to put yourself out there and embrace your label of choice as a blogger, podcaster, speaker, curator or other. 3. Upgrade your company website: Most advisers appear to be using the same three website templates. Make yours unique and exceptional. 4. Create your personal website: Get www.[YourName].com and use it to express your message personally. Connect it to your company website. 5. Get on LinkedIn: It’s the new and improved business card and the intersection of professional and social. Connect, learn, share & repeat. 6. Choose one other social platform to concentrate on: I quit Facebook and learned to optimize Twitter. 7. Set a regular content creation schedule and keep it: Use your voice to create something weekly or monthly, centralized on your website. Share on social media. @TimMaurer 7 Steps of Effective Social Media Engagement
  40. 40. Questions? #FAsocial

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How are financial advisers using social media today to engage clients and prospects? Are advisers using thought leadership as a way to engage prospects while providing a means to educate consumers? How are consumers using social media and thought leadership to connect with advisers? These and other issues are the focus of Financial Professionals and the Future of Social Media and Thought Leadership, a special webcast presentation by LinkedIn and the Financial Planning Association® (FPA®). Recent research by LinkedIn and FPA revealed that 67% of high growth firms have added new clients directly as a result of social media activity. What lessons can you learn from the research and how can you get your social media action plan together today to realize that same success? Join us for this informative webcast to hear: - Highlights from the Financial Professionals and the Future of Social Media and Thought Leadership research - A detailed action plan to help you approach social media the right way - Secrets for building a dynamic social media and thought-leadership presence

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