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Please turn your phones ON.  Thank you. #Ascentric  #IFALife Social Media:  Time-wasting fad, or the Holy Grail of Communi...
Important housekeeping note
Important housekeeping note
RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet
RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet...
 
[Source: unknown]
[Source: unknown]
Why is Social Media important?
Social Media explained
Social Media explained <ul><li>I need to pee </li></ul><ul><li>I peed </li></ul><ul><li>This is where I pee </li></ul><ul>...
Social Media explained <ul><li>I’m good at peeing! </li></ul>[Source: unknown]
Social Media explained Forget “Social Media”.  Remember  Image, Identity and Reputation Management .
Powerful networking tool,    but be careful...
Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul>Compeer March 20...
Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% beli...
Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% beli...
Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% beli...
Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% beli...
Financial Advisers are struggling to get noticed <ul><li>Consumers still want access to your expertise </li></ul><ul><li>T...
Financial Advisers are struggling to get noticed <ul><li>Consumers still want access to your expertise </li></ul><ul><li>T...
The problem with consumers <ul><li>They have too many choices </li></ul><ul><li>You don’t stand out enough </li></ul><ul><...
Tell us something we don’t already know
Tell us something we don’t already know
Tell us something we don’t already know
Tell us something we don’t already know
Differentiate or Die
Your Differentiation Plan <ul><li>In the industry </li></ul><ul><li>In your community </li></ul><ul><li>In your niche </li...
 
 
What are you doing to get noticed?
<ul><li>Google Places </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebo...
 
How to Leverage LinkedIn
What is LinkedIn? <ul><li>May 2003 </li></ul><ul><li>100 m users </li></ul><ul><li>200 countries </li></ul><ul><li>21 m UK...
Name Active user accounts Facebook 750 million Tencent QQ 674 million Qzone 480 million Netease 360 million Windows Live M...
What is LinkedIn? <ul><li>May 2003 </li></ul><ul><li>100 m users </li></ul><ul><li>200 countries </li></ul><ul><li>21 m UK...
What is LinkedIn? <ul><li>70% of IFAs </li></ul><ul><li>A HUGE mine of data.  All LI products help you leverage that data ...
Why are you on LinkedIn? <ul><li>Find contacts </li></ul><ul><li>Find likeminded </li></ul><ul><li>Share contacts </li></u...
Why are you on LinkedIn? <ul><li>Share status </li></ul><ul><li>Find personalised news </li></ul><ul><li>Career discussion...
Why are you on LinkedIn? <ul><li>Find contacts </li></ul><ul><ul><li>Don’t be lazy  when connecting! </li></ul></ul><ul><u...
Invest time in your Profile
Invest time in your Profile <ul><li>People Search Engine </li></ul><ul><li>Looking for expertise – not friends </li></ul><...
Invest time in your Profile
Invest time in your Profile
Invest time in your Profile Art Flater
Invest time in your Profile “ Specialties:  Exceptionally good with sarcastic, smart ass remarks.” “ Able to sit in my cha...
Invest time in your Profile “ Sat on my chair and bitched at sales reps.” “ Sometimes I make a sales call.” “ Went to lunc...
Invest time in your Profile <ul><li>Check visibility > Philip’s Activity > edit </li></ul>
Invest time in your Profile <ul><li>Check visibility > Philip’s Activity > edit </li></ul>
Invest time in your Profile <ul><li>Monitor your profile </li></ul>Pro tip:  Thank people who look at your profile
Invest time in your Profile
...as a Search Engine.
Search:   Financial Planner
Profile <ul><li>Decide your keywords –  Very  important </li></ul><ul><li>Add them to these key profile sections: </li></u...
Note the keywords in name and summary
1. Note the keywords
1. Note the keywords 2. Customise your profile URL
Connecting Twitter to LinkedIn <ul><li>Paint a broader picture of you and your professional life </li></ul>
 
Add keywords near the top of your Summary section
Include keywords in your Specialties
Include keywords in the Experience section
Include keywords in other sections
Prove your expertise and value by adding testimonials using the tool provided
Show your human side by adding non-work interests – plus a couple of keywords of course!
Contact Tina Include a couple of keywords in your Contact details too
Contact Art Humour works too!
Profile add ins <ul><li>Applications </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul>...
Events Choose Event Keywords
Events First page Google results
Pulls in your presentations from SlideShare Profile add ins
Skills Add Skills to your profile.  LinkedIn will show you a wealth of related resources...
Skills
Skills – Art Flater
Skills – Art Flater
Companies <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline </li></u...
Companies <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline </li></u...
Companies IFA:  only 178 results as at Sept 2011 Every  IFA should have a company profile
Companies Financial Planning:  653 results as at Sept 2011 Every  financial planning firm should have a company profile
Companies Status Updates of 500 characters
Answers <ul><li>More tab > Answers </li></ul><ul><li>Enhance and recognise perception of expertise </li></ul><ul><li>Recom...
News <ul><li>More tab > News </li></ul><ul><li>Personalised – suggested categories </li></ul><ul><ul><li>Major headlines <...
Groups <ul><li>Join (50) and/or create your own </li></ul><ul><li>Groups tab > Groups you may like </li></ul><ul><li>Build...
RDR A golden opportunity to reconnect and to differentiate your proposition.
www.ifalife.com
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Ascentric Conference 2011: Social Media: Time-Wasting Fad, or the Holy Grail of Communication Tools for IFAs and Financial Planners?

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Philip Calvert's presentation on Social Media for IFAs and Financial Planners at the the 2011 Ascentric conference.

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Ascentric Conference 2011: Social Media: Time-Wasting Fad, or the Holy Grail of Communication Tools for IFAs and Financial Planners?

  1. 1. Please turn your phones ON. Thank you. #Ascentric #IFALife Social Media: Time-wasting fad, or the Holy Grail of Communication tools for IFAs? Conference 2011
  2. 2. Important housekeeping note
  3. 3. Important housekeeping note
  4. 4. RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet
  5. 5. RDR Charging fees Professional qualifications Changing business models Increased competition Competition from the Internet STRESS!
  6. 7. [Source: unknown]
  7. 8. [Source: unknown]
  8. 9. Why is Social Media important?
  9. 10. Social Media explained
  10. 11. Social Media explained <ul><li>I need to pee </li></ul><ul><li>I peed </li></ul><ul><li>This is where I pee </li></ul><ul><li>Why do I pee? </li></ul><ul><li>Look at this pee! </li></ul>[Source: unknown]
  11. 12. Social Media explained <ul><li>I’m good at peeing! </li></ul>[Source: unknown]
  12. 13. Social Media explained Forget “Social Media”. Remember Image, Identity and Reputation Management .
  13. 14. Powerful networking tool, but be careful...
  14. 15. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul>Compeer March 2009 Financial DIY Report
  15. 16. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul>Compeer March 2009 Financial DIY Report
  16. 17. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul><ul><li>38% don’t believe advisers add enough value to justify their fees </li></ul>Compeer March 2009 Financial DIY Report
  17. 18. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul><ul><li>38% don’t believe advisers add enough value to justify their fees </li></ul><ul><li>44% view the Internet as ‘an essential source of financial information and advice’ </li></ul>Compeer March 2009 Financial DIY Report
  18. 19. Financial Advisers are struggling to get noticed <ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li></ul><ul><li>38% don’t believe advisers add enough value to justify their fees </li></ul><ul><li>44% view the Internet as ‘an essential source of financial information and advice’ </li></ul>Compeer March 2009 Financial DIY Report But...
  19. 20. Financial Advisers are struggling to get noticed <ul><li>Consumers still want access to your expertise </li></ul><ul><li>They don’t always want to meet you </li></ul><ul><ul><li>Permanent Insurance </li></ul></ul>
  20. 21. Financial Advisers are struggling to get noticed <ul><li>Consumers still want access to your expertise </li></ul><ul><li>They don’t always want to meet you </li></ul><ul><ul><li>Permanent Insurance </li></ul></ul><ul><li>Are Financial Planners, Solicitors and Doctors under threat from the Internet? </li></ul>
  21. 22. The problem with consumers <ul><li>They have too many choices </li></ul><ul><li>You don’t stand out enough </li></ul><ul><li>They don’t have enough time </li></ul><ul><li>The Internet is seen as a shortcut </li></ul><ul><li>You don’t stand out enough online </li></ul>
  22. 23. Tell us something we don’t already know
  23. 24. Tell us something we don’t already know
  24. 25. Tell us something we don’t already know
  25. 26. Tell us something we don’t already know
  26. 27. Differentiate or Die
  27. 28. Your Differentiation Plan <ul><li>In the industry </li></ul><ul><li>In your community </li></ul><ul><li>In your niche </li></ul>Your most powerful differentiator is...
  28. 31. What are you doing to get noticed?
  29. 32. <ul><li>Google Places </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Google + </li></ul><ul><li>Ecademy </li></ul><ul><li>Slideshare </li></ul><ul><li>EventBrite </li></ul><ul><li>Foursquare </li></ul><ul><li>IFA Life </li></ul><ul><li>iPhone App </li></ul>Image Management tools
  30. 34. How to Leverage LinkedIn
  31. 35. What is LinkedIn? <ul><li>May 2003 </li></ul><ul><li>100 m users </li></ul><ul><li>200 countries </li></ul><ul><li>21 m UK visits pm </li></ul><ul><li>270 m visits globally pm </li></ul><ul><li>50% in US, 8+ million in UK </li></ul><ul><li>Viadeo (30m), Xing (10m), Fast Pitch, Ecademy </li></ul><ul><li>Shift from a Jobs site to real-time networking </li></ul>
  32. 36. Name Active user accounts Facebook 750 million Tencent QQ 674 million Qzone 480 million Netease 360 million Windows Live Messenger 330+ million Tencent Weibo 233 million Habbo 203 million Twitter 200 million Sina Weibo 200 million Skype 145 million Vkontakte 135+ million Badoo 121+ million Orkut 120+ million Bebo 117 million LinkedIn 100+ million
  33. 37. What is LinkedIn? <ul><li>May 2003 </li></ul><ul><li>100 m users </li></ul><ul><li>200 countries </li></ul><ul><li>21 m UK visits pm </li></ul><ul><li>270 m visits globally pm </li></ul><ul><li>50% in US, 8+ million in UK </li></ul><ul><li>Viadeo (30m), Xing (10m), Fast Pitch, Ecademy </li></ul><ul><li>Shift from a Jobs site to real-time networking </li></ul>
  34. 38. What is LinkedIn? <ul><li>70% of IFAs </li></ul><ul><li>A HUGE mine of data. All LI products help you leverage that data </li></ul><ul><li>Invest time because it’s a People Search Engine </li></ul><ul><li>May 2003 </li></ul><ul><li>100 m users </li></ul><ul><li>200 countries </li></ul><ul><li>21 m UK visits pm </li></ul><ul><li>270 m visits globally pm </li></ul><ul><li>50% in US, 8+ million in UK </li></ul><ul><li>Viadeo (30m), Xing (10m), Fast Pitch, Ecademy </li></ul><ul><li>Shift from a Jobs site to real-time networking </li></ul>
  35. 39. Why are you on LinkedIn? <ul><li>Find contacts </li></ul><ul><li>Find likeminded </li></ul><ul><li>Share contacts </li></ul><ul><li>Highlight expertise </li></ul><ul><li>Shape your personal brand </li></ul><ul><li>Get/give answers </li></ul><ul><li>Get/give company news </li></ul><ul><li>Find/advertise jobs </li></ul><ul><li>Find/promote events </li></ul>
  36. 40. Why are you on LinkedIn? <ul><li>Share status </li></ul><ul><li>Find personalised news </li></ul><ul><li>Career discussions </li></ul><ul><li>Build Community </li></ul><ul><li>Search topics and people </li></ul><ul><li>SEO </li></ul><ul><li>Share content </li></ul><ul><li>Find contacts </li></ul><ul><li>Find likeminded </li></ul><ul><li>Share contacts </li></ul><ul><li>Highlight expertise </li></ul><ul><li>Shape your personal brand </li></ul><ul><li>Get/give answers </li></ul><ul><li>Get/give company news </li></ul><ul><li>Find/advertise jobs </li></ul><ul><li>Find/promote events </li></ul>
  37. 41. Why are you on LinkedIn? <ul><li>Find contacts </li></ul><ul><ul><li>Don’t be lazy when connecting! </li></ul></ul><ul><ul><li>Personalise your message </li></ul></ul>
  38. 42. Invest time in your Profile
  39. 43. Invest time in your Profile <ul><li>People Search Engine </li></ul><ul><li>Looking for expertise – not friends </li></ul><ul><li>Professional credibility </li></ul><ul><li>Differentiation post RDR </li></ul><ul><li>“ People Buy People” </li></ul><ul><li>Shape your personal brand </li></ul>
  40. 44. Invest time in your Profile
  41. 45. Invest time in your Profile
  42. 46. Invest time in your Profile Art Flater
  43. 47. Invest time in your Profile “ Specialties: Exceptionally good with sarcastic, smart ass remarks.” “ Able to sit in my chair for extended periods of time without numbness or fatigue.” “ Invented the 2 hour lunch break, which has been adapted by sales slackers everywhere.” “ Attempted to train dealer staff until I realized most were too stupid to accept the training. Once I realized that fact, I would just take them to lunch.” Art Flater
  44. 48. Invest time in your Profile “ Sat on my chair and bitched at sales reps.” “ Sometimes I make a sales call.” “ Went to lunch a lot.” “ I avoid meaningful engagement and work, if at all possible.” “ Talked on the phone and hung out. Took credit for others accomplishments.” Art Flater
  45. 49. Invest time in your Profile <ul><li>Check visibility > Philip’s Activity > edit </li></ul>
  46. 50. Invest time in your Profile <ul><li>Check visibility > Philip’s Activity > edit </li></ul>
  47. 51. Invest time in your Profile <ul><li>Monitor your profile </li></ul>Pro tip: Thank people who look at your profile
  48. 52. Invest time in your Profile
  49. 53. ...as a Search Engine.
  50. 54. Search: Financial Planner
  51. 55. Profile <ul><li>Decide your keywords – Very important </li></ul><ul><li>Add them to these key profile sections: </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Current work </li></ul></ul><ul><ul><li>Past work </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Public profile URL </li></ul></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Specialities </li></ul></ul><ul><ul><li>Contact settings </li></ul></ul><ul><li>Interests </li></ul><ul><li>Skills </li></ul><ul><li>Honours and Awards </li></ul><ul><li>Groups and Associations </li></ul><ul><li>Add extra sections </li></ul>
  52. 56. Note the keywords in name and summary
  53. 57. 1. Note the keywords
  54. 58. 1. Note the keywords 2. Customise your profile URL
  55. 59. Connecting Twitter to LinkedIn <ul><li>Paint a broader picture of you and your professional life </li></ul>
  56. 61. Add keywords near the top of your Summary section
  57. 62. Include keywords in your Specialties
  58. 63. Include keywords in the Experience section
  59. 64. Include keywords in other sections
  60. 65. Prove your expertise and value by adding testimonials using the tool provided
  61. 66. Show your human side by adding non-work interests – plus a couple of keywords of course!
  62. 67. Contact Tina Include a couple of keywords in your Contact details too
  63. 68. Contact Art Humour works too!
  64. 69. Profile add ins <ul><li>Applications </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Projects </li></ul></ul><ul><ul><li>Trips </li></ul></ul><ul><ul><li>WordPress blog </li></ul></ul><ul><ul><li>SlideShare </li></ul></ul><ul><li>More Applications </li></ul><ul><ul><li>Company Buzz </li></ul></ul><ul><ul><li>Amazon reading list </li></ul></ul><ul><ul><li>Box.net </li></ul></ul><ul><ul><li>Google presentations </li></ul></ul><ul><ul><li>iPhone App </li></ul></ul><ul><ul><li>Paid advertisements </li></ul></ul>Change the order to suit what you want people to see
  65. 70. Events Choose Event Keywords
  66. 71. Events First page Google results
  67. 72. Pulls in your presentations from SlideShare Profile add ins
  68. 73. Skills Add Skills to your profile. LinkedIn will show you a wealth of related resources...
  69. 74. Skills
  70. 75. Skills – Art Flater
  71. 76. Skills – Art Flater
  72. 77. Companies <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline </li></ul><ul><li>List key employees </li></ul><ul><li>Share comments to Twitter and/or LI contacts </li></ul><ul><li>Recent tweets (incl. Foursquare checkins) </li></ul>
  73. 78. Companies <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline </li></ul><ul><li>List key employees </li></ul><ul><li>Share comments to Twitter and/or LI contacts </li></ul><ul><li>Recent tweets (incl. Foursquare checkins) </li></ul><ul><li>Products/services – images, video, URL and people </li></ul><ul><li>Request and show recommendations </li></ul><ul><li>Follow button for your website </li></ul><ul><li>Advertise jobs ($195) </li></ul><ul><li>Promote – PPC or per 1000 impressions </li></ul>
  74. 79. Companies IFA: only 178 results as at Sept 2011 Every IFA should have a company profile
  75. 80. Companies Financial Planning: 653 results as at Sept 2011 Every financial planning firm should have a company profile
  76. 81. Companies Status Updates of 500 characters
  77. 82. Answers <ul><li>More tab > Answers </li></ul><ul><li>Enhance and recognise perception of expertise </li></ul><ul><li>Recommended categories for you </li></ul>A powerful way to prove your expertise
  78. 83. News <ul><li>More tab > News </li></ul><ul><li>Personalised – suggested categories </li></ul><ul><ul><li>Major headlines </li></ul></ul><ul><ul><li>Financial Services </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Etc </li></ul></ul>Personalised news based on your profile page
  79. 84. Groups <ul><li>Join (50) and/or create your own </li></ul><ul><li>Groups tab > Groups you may like </li></ul><ul><li>Build Community around You </li></ul><ul><li>People opt in to your content </li></ul><ul><ul><li>“ Feed the fish and they’ll keep coming back” </li></ul></ul><ul><li>Follow specific content </li></ul><ul><li>LinkedIn emails your content to your contacts </li></ul><ul><li>Visibility in Google search results </li></ul>
  80. 85. RDR A golden opportunity to reconnect and to differentiate your proposition.
  81. 86. www.ifalife.com

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