Emerging Media:  What (and Why) You Need To Know About Tweets, Followers & Bloggers   “ Your brand isn’t what YOU say it i...
Start Your Engines  Photo: Amplified-Photography / Adam Balch  http://www.flickr.com/photos/triplemaximus/24173
Agenda <ul><li>Introduction: What is Digital Media & Why Should I Care?  </li></ul><ul><li>Tools of the Trade: Channel Ove...
“ The word blog is irrelevant. What's important is that it is now common, and will soon be expected, that every intelligen...
Digital Media… <ul><li>… Allows for direct conversation and relationship-building with partners, customers, potentials </l...
A Part of Marketing  <ul><li>Direct Mail / email </li></ul><ul><li>Print Ads </li></ul><ul><li>Marketing collateral </li><...
Did You Know?  <ul><li>46% of financial advisors are interested in learning how to harness social networking platforms for...
Social Media is for Leads and Sales Source: State of Inbound Marketing Report -  http://bit.ly/aewfHr
Social Media is for B2B and B2C Source: State of Inbound Marketing Report -  http://bit.ly/aewfHr
What You Need to Know Now
Is your company ranked on the first page of Google?  If not, 3,923,869 sets of eyeballs missed your website  Source: http:...
<ul><li>Search is the most performed action on the internet. Email is a close second.  </li></ul><ul><li>By 2014, mobile a...
<ul><li>More Tools/Channels = Less Control  </li></ul><ul><li>Are you and your company being “found” by the right people? ...
<ul><li>RSS (Real Simple Syndication) is a format for delivering regularly changing web content  </li></ul><ul><li>It allo...
Get More For Less (Time)  <ul><li>Separate the wheat from the chaff  </li></ul><ul><li>Archive all the information you wan...
<ul><li>Twitter is a social networking and micro-blogging tool in which users send and read posts of up to 140-characters ...
Why Should I Care?  <ul><li>Lurk and Learn  – Use Twitter as a news aggregator; hear what others in the industry are talki...
<ul><li>Global:  LinkedIn has over 65 million members in over 200 countries </li></ul><ul><li>Fortune 500:  Executives fro...
Retirement Services Social Media Audit Source: http://www.neoformix.com/2008/BushSpeechOnFinancialCrisis.html
Methodology  <ul><li>Goal: How, and where are organizations in the retirement services industry engaging? Where are the op...
Asset Management Firms: Snapshot <ul><li>Most are taking a “toe in the water” social media strategy – but could do more  <...
Plan Administrators – Social Media: Snapshot  <ul><li>Social media engagement varies significantly from company to company...
RIAs – Social Media: Snapshot  <ul><li>The least engaged group audited  </li></ul><ul><li>Not surprising, given compliance...
<ul><li>D eepen connectivity to customers/employees/partners </li></ul><ul><li>R aise company awareness & strengthen reput...
Opportunity: 5 Steps to Get Ahead of Competition  <ul><li>You’re not behind… </li></ul><ul><li>Choose your topic parameter...
Best Practices: Twitter
Best Practices: LinkedIn
Best Practices: Facebook
Where Should You Start?
First Step: Get yourself off to the right start <ul><li>Establish your profile:  Complete 100%, add a picture and leverage...
Second Step: Take advantage of LinkedIn tools and features to deepen connections <ul><li>Shared Connections:  Find potenti...
Third Step <ul><li>Create a Group:  Potentially the most powerful way to use LinkedIn – build your own community </li></ul>
Questions?
Upcoming SlideShare
Loading in …5
×

Social Media Marketing Activity in the Retirement Industry

3,754 views

Published on

An overview of how companies in the retirement plan services industry can leverage social media.

  • Be the first to comment

Social Media Marketing Activity in the Retirement Industry

  1. 1. Emerging Media: What (and Why) You Need To Know About Tweets, Followers & Bloggers “ Your brand isn’t what YOU say it is, it’s what GOOGLE says it is” - Chris Anderson, Wired Magazine
  2. 2. Start Your Engines Photo: Amplified-Photography / Adam Balch http://www.flickr.com/photos/triplemaximus/24173
  3. 3. Agenda <ul><li>Introduction: What is Digital Media & Why Should I Care? </li></ul><ul><li>Tools of the Trade: Channel Overview </li></ul><ul><li>Retirement Services: How is the Industry Engaged? </li></ul><ul><li>Audience: Are You Participating? </li></ul><ul><li>Making the Most of Digital: Your Personal Brand & LinkedIn </li></ul>
  4. 4. “ The word blog is irrelevant. What's important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world.” - Seth Godin, Author
  5. 5. Digital Media… <ul><li>… Allows for direct conversation and relationship-building with partners, customers, potentials </li></ul><ul><li>… Provides instant feedback </li></ul><ul><li>… Enables micro-targeting niche groups </li></ul><ul><li>… Exists in your universe </li></ul><ul><li>… Creates and enhances thought leaders </li></ul>
  6. 6. A Part of Marketing <ul><li>Direct Mail / email </li></ul><ul><li>Print Ads </li></ul><ul><li>Marketing collateral </li></ul><ul><li>Blogging </li></ul><ul><li>Social/Digital Media </li></ul><ul><li>Public Relations </li></ul><ul><li>Website </li></ul>OUTBOUND MARKETING INBOUND MARKETING Interruption Permission
  7. 7. Did You Know? <ul><li>46% of financial advisors are interested in learning how to harness social networking platforms for securing new clients </li></ul><ul><li>35% of financial advisors are interested in learning how to harness social networking platforms to enhance communication with existing clients </li></ul><ul><li>62% of financial advisors agree that social networking is here to stay, saying that social media will have a lasting impact on the financial services industry </li></ul><ul><li>42% of financial advisors favor and use LinkedIn </li></ul>Source: Rydex Advisor Benchmarking, 2010)
  8. 8. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  9. 9. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  10. 10.
  11. 11. What You Need to Know Now
  12. 12. Is your company ranked on the first page of Google? If not, 3,923,869 sets of eyeballs missed your website Source: http://training.seobook.com/google-ranking-value
  13. 13. <ul><li>Search is the most performed action on the internet. Email is a close second. </li></ul><ul><li>By 2014, mobile and internet technology will help over 3 billion of the world’s adults interact electronically </li></ul><ul><li>By 2015, online marketing will control more than $250 billion internet spending worldwide </li></ul>Did You Google Today? <ul><li>Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month, figures rounded) </li></ul><ul><li>Yahoo: 3,200 searches per second (194,000 per minute; 12 million per hour; 280 million per day; 8.4 billion per month, figures rounded) </li></ul><ul><li>Bing: 927 searches per second (56,000 per minute; 3 million per hour; 80 million per day; 2.4 billion per month, figures rounded) </li></ul><ul><li>Sources: Gartner; http://www.gartner.com/it/page.jsp?id=1278413 </li></ul><ul><li>Search Engine Land http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709 </li></ul> Photo Credit: http://blog.christianitytoday.com/women/2010/03/technologys_dark_underbelly.html
  14. 14. <ul><li>More Tools/Channels = Less Control </li></ul><ul><li>Are you and your company being “found” by the right people? </li></ul><ul><li>Do you know what search terms are used to reach your website? </li></ul><ul><li>Do you have a plan to convince the search engines to rank you more highly than a competitor? </li></ul><ul><li>Your digital footprint is your resume </li></ul>Take Control
  15. 15. <ul><li>RSS (Real Simple Syndication) is a format for delivering regularly changing web content </li></ul><ul><li>It allows you stay easily informed by retrieving the latest content from the sites you are interested in, without having to go to specific websites </li></ul><ul><li>RSS feeds allow organizations to keep clients and prospects up-to-date on news, thought leadership, company updates </li></ul><ul><li>Common RSS aggregators include Google Reader, MyYahoo, BlogLines, Feedburner, Microsoft Outlook </li></ul>Real Simple Syndication (RSS)
  16. 16. Get More For Less (Time) <ul><li>Separate the wheat from the chaff </li></ul><ul><li>Archive all the information you want to read…but don’t have time to </li></ul><ul><li>Keep clients, prospects and influencers up-to-date, without clogging inboxes </li></ul>University of Arkansashttp://www.uark.edu/misc/wheat/
  17. 17. <ul><li>Twitter is a social networking and micro-blogging tool in which users send and read posts of up to 140-characters called tweets . </li></ul><ul><li>Tweets are distributed to followers on a “feed” which displays the tweets in real time </li></ul><ul><li>Twitter now has 105,779,710 registered users </li></ul><ul><li>New users are signing up at the rate of 300,000 per day </li></ul><ul><li>180 million unique visitors come to the site every month </li></ul><ul><li>Twitter's search engine receives around 600 million search queries per day </li></ul><ul><li>Source: Huffington Post, 4/21/10 </li></ul>
  18. 18. Why Should I Care? <ul><li>Lurk and Learn – Use Twitter as a news aggregator; hear what others in the industry are talking about </li></ul><ul><li>Connect with Influencers – Establish relationships with industry leaders, news media, etc. </li></ul><ul><ul><li>@401KPlanInfo </li></ul></ul><ul><ul><li>@RetirementRsch (Boston College Center for Retirement Research) </li></ul></ul><ul><ul><li>@FiduciaryNews </li></ul></ul><ul><li>“ Lurk and Learn” </li></ul><ul><li>Connect with Influencers </li></ul><ul><li>Content Distribution </li></ul><ul><li>Client management and acqusition </li></ul>
  19. 19. <ul><li>Global: LinkedIn has over 65 million members in over 200 countries </li></ul><ul><li>Fortune 500: Executives from all Fortune 500 companies are LinkedIn members </li></ul><ul><li>Focused: LinkedIn is the world’s largest professional audience </li></ul><ul><li>Influential: Users are younger, richer and more powerful than Wall Street Journal, Forbes and Business Week readers </li></ul><ul><li>Powerful: Your LinkedIn profile automatically shows high up on Google’s first page </li></ul><ul><li>Needed to Play: Your peers and competitors are already there </li></ul><ul><li>66% of LinkedIn users are decision makers or have influence in the purchase decisions at their companies </li></ul><ul><li>Responses to questions posed can be ranked. Over time, rankings create another community of respected experts based on the helpfulness of their advice. </li></ul>
  20. 20. Retirement Services Social Media Audit Source: http://www.neoformix.com/2008/BushSpeechOnFinancialCrisis.html
  21. 21. Methodology <ul><li>Goal: How, and where are organizations in the retirement services industry engaging? Where are the opportunities for this audience? </li></ul><ul><li>Audit Overview: Reviewed 5 major asset management firms, plan administrators and registered investment advisors </li></ul><ul><li>Selection Criteria: Companies were selected based on size and web presence (i.e. search rankings) </li></ul><ul><ul><li>Website Audit : Social media applications, videos, podcasts, blogs </li></ul></ul><ul><ul><li>Blog Audit: Who’s blogging, how frequently, comments? </li></ul></ul><ul><ul><li>Channel Audit: Twitter, LinkedIn, Facebook, Slideshare, YouTube, Ning </li></ul></ul>
  22. 22. Asset Management Firms: Snapshot <ul><li>Most are taking a “toe in the water” social media strategy – but could do more </li></ul><ul><li>Significant amounts of content on website, but currently functions as a brochure </li></ul><ul><ul><li>2 firms conduct at least one podcast or webinar a month </li></ul></ul><ul><ul><li>Regular economic commentary common, and leverage-able </li></ul></ul><ul><li>3 of 5 have RSS feeds; 3 of 5 have subscription options </li></ul><ul><li>Blogs are not a strategy that many asset management firms have embraced…but could easily do so </li></ul><ul><li>Twitter usage among asset managers is erratic – retail-heavy asset managers more likely to “broadcast” tweet. One manager protects its tweets, while another is “squatting” on all handles related to the company </li></ul><ul><li>Facebook usage nearly non-existent; most Facebook mentions come from employees </li></ul><ul><li>Universal adaption of LinkedIn – but content is staid, few engaging </li></ul>
  23. 23. Plan Administrators – Social Media: Snapshot <ul><li>Social media engagement varies significantly from company to company </li></ul><ul><li>Is website content valuable if you don’t engage someone? </li></ul><ul><li>Regulatory updates, commentary significant source of content for plan administrators </li></ul><ul><li>Most common digital strategy is a LinkedIn company profile, but most individual employees not linked-in…yet </li></ul><ul><li>Two companies have blogs – but no comments </li></ul><ul><li>No Facebook, Slideshare, YouTube, Ning presence </li></ul><ul><li>One organization has significant following on Twitter – also the most social “savvy” of Plan Administrators </li></ul>
  24. 24. RIAs – Social Media: Snapshot <ul><li>The least engaged group audited </li></ul><ul><li>Not surprising, given compliance challenges </li></ul><ul><li>Digital media is limited to LinkedIn and company website only </li></ul><ul><li>Employees engage on LinkedIn – one has 300+ employees listed </li></ul><ul><li>RIA Marketplace Group has 3000+ members </li></ul><ul><li>Twitter, Facebook, YouTube, Slideshare, Ning engagement low </li></ul><ul><ul><li>Just 62 Twitter profiles contain “Registered Investment Advisor” (363 contain “investment advisor,” and 4,674 contain “financial advisor”) </li></ul></ul><ul><li>Company websites tend to be content-rich </li></ul><ul><ul><li>Whitepapers </li></ul></ul><ul><ul><li>Traditional media placements </li></ul></ul><ul><ul><li>Bylined articles </li></ul></ul><ul><li>Online tools, calculators common </li></ul><ul><li>Significant opportunity to leverage search engine optimization </li></ul>
  25. 25.
  26. 26. <ul><li>D eepen connectivity to customers/employees/partners </li></ul><ul><li>R aise company awareness & strengthen reputation </li></ul><ul><li>I nvent new uses for existing content </li></ul><ul><li>e V aluate the impact of a dying media model </li></ul><ul><li>E mpower your audience by turning customers into fans </li></ul>Opportunity: DRIVE Relationships
  27. 27. Opportunity: 5 Steps to Get Ahead of Competition <ul><li>You’re not behind… </li></ul><ul><li>Choose your topic parameters and understand why they matter </li></ul><ul><li>Use significant content libraries to engage clients, prospects, influencers </li></ul><ul><ul><li>Create RSS Feed that acts as advance-warning system </li></ul></ul><ul><ul><li>Use Twitter to identify early-adopters and promote content </li></ul></ul><ul><ul><li>Move from brochure-ware to deployable, link-able thought leadership </li></ul></ul><ul><li>Search Engine Optimization Strategy </li></ul><ul><li>Seek out influencers, create a dialogue </li></ul><ul><ul><li>RIA Marketplace LinkedIn Group – RIA Marketplace Microsite </li></ul></ul><ul><ul><li>@401(k)planinfo </li></ul></ul><ul><li>Leverage LinkedIn – your personal brand is a critical part of the sale </li></ul>
  28. 28. Best Practices: Twitter
  29. 29. Best Practices: LinkedIn
  30. 30. Best Practices: Facebook
  31. 31. Where Should You Start?
  32. 32.
  33. 33. First Step: Get yourself off to the right start <ul><li>Establish your profile: Complete 100%, add a picture and leverage the “summary” section </li></ul><ul><li>Use your own name to create a “vanity profile:” www.linkedin.com/in/ elizabethsosnow </li></ul><ul><li>Customize your website links: Match search phrases that you know your prospects use </li></ul><ul><li>Invite your contacts to join the network: Remember bigger is better and you are never “done” </li></ul><ul><li>Update your status several times a week: Every time you act, it appears on the home page of your 1st degree connections </li></ul>
  34. 34.
  35. 35. Second Step: Take advantage of LinkedIn tools and features to deepen connections <ul><li>Shared Connections: Find potential clients/employees — and then see what connections you have in common </li></ul><ul><li>LinkedIn Answers: Establish authority and expertise by participating in ongoing discussions </li></ul><ul><li>LinkedIn Groups: Interact with other business professionals on relevant topics, add your own RSS feed </li></ul><ul><li>Ad campaigns: Identify highly qualified targets by seniority, industry, job function, company size, etc. </li></ul><ul><li>Events: View at a glance all of your network’s upcoming events </li></ul><ul><li>Recommendations: Market your business by having your colleagues and clients share your expertise </li></ul>
  36. 36.
  37. 37. Third Step <ul><li>Create a Group: Potentially the most powerful way to use LinkedIn – build your own community </li></ul>
  38. 38. Questions?

×