Philip Calvert IFA Life www.ifalife.com Do  you  stand out from the crowd? How to differentiate with Social Media in a pos...
Perceptions of IFAs and Financial Advisers “ I don’t like my financial adviser.  Apart from the fact that he has grey hair...
Perceptions of IFAs and Financial Advisers “ I don’t like my financial adviser.  Apart from the fact that he has grey hair...
<ul><li>29% believe their knowledge is as good </li></ul>Compeer March 2009 Financial DIY Report Financial Advisers strugg...
<ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li>...
<ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li>...
<ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li>...
<ul><li>29% believe their knowledge is as good </li></ul><ul><li>34% believe that ‘advice’ is a disguise for ‘sales’ </li>...
<ul><li>Consumers still want access to your expertise </li></ul><ul><li>But they don’t always want to meet you </li></ul>F...
<ul><li>Consumers still want access to your expertise </li></ul><ul><li>But they don’t always want to meet you </li></ul><...
<ul><li>Consumers still want access to your expertise </li></ul><ul><li>But they don’t always want to meet you </li></ul><...
The problem with consumers <ul><li>They have too many choices </li></ul>
The problem with consumers <ul><li>They have too many choices </li></ul><ul><li>You don’t stand out enough </li></ul>
The problem with consumers <ul><li>They have too many choices </li></ul><ul><li>You don’t stand out enough </li></ul><ul><...
The problem with consumers <ul><li>They have too many choices </li></ul><ul><li>You don’t stand out enough </li></ul><ul><...
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
How clear is your proposition?
DIFFERENTIATE OR DIE.
What are you doing to get noticed?
Change is scary at first (but you know it will be great!)
YOU  will be the key differentiator in your business!
 
<ul><li>Google Places </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebo...
 
<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
Why are you on LinkedIn? <ul><li>May 2003 </li></ul><ul><li>100m users (1m per week) </li></ul><ul><li>200 countries </li>...
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...
Profile <ul><li>People Search Engine </li></ul><ul><li>Looking for expertise – not friends </li></ul><ul><li>Enhance perce...
A search for ‘Financial Planner’ gets 92,000 results
Profile <ul><li>First – check your activity visibility </li></ul>
Profile <ul><li>Add your keywords (Pensions, Mortgages etc) to  each  of these sections: </li></ul><ul><li>Key sections: <...
Add keywords to your name
Add your current activities – not just your current job Include keywords in your profile URL/address
 
 
Add your keywords in Specialties section
Expand on your current activities and include your keywords
Request and add testimonials
Add keywords, but also show your human side
Add contact details but also include your keywords
Profile add ins <ul><li>Applications </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul>...
Skills
Skills Type in your skill and LinkedIn shows new connections for you
Search and Save
Search and Save Filter by Network, Individuals, Company, Time, Location, Industry and #
Company profiles <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline <...
Company profiles <ul><li>Basic details and map </li></ul><ul><li>Get followers </li></ul><ul><li>Edit profile > Timeline <...
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...
Typical discussion forum in LinkedIn groups
Use submission queue to filter out spam in your group
Answers <ul><li>More tab > Answers </li></ul><ul><li>Enhance perception of your expertise by answering people’s questions ...
News <ul><li>More tab > News </li></ul><ul><li>Personalised news just for you based on your profile content </li></ul>
Stuck? <ul><li>Learning centre:  http://learn.linkedin.com/ </li></ul><ul><li>Under the ‘More’ tab </li></ul>
Read/listen again www.ifalife.com/LinkedInforAdvisers Learn why Foursquare is important for IFAs www.ifalife.com/Foursquar...
Upcoming SlideShare
Loading in …5
×

How IFAs and Financial Planners can Differentiate with Social Media

2,111 views

Published on

Social Media for IFAs and Financial Planners - how to use it to differentiate in a post RDR world - by Philip Calvert, Social Media Marketing Speaker and Founder of IFA Life - the Social Network for IFAs and Financial Planners

Published in: Business, Economy & Finance
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,111
On SlideShare
0
From Embeds
0
Number of Embeds
142
Actions
Shares
0
Downloads
41
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

How IFAs and Financial Planners can Differentiate with Social Media

  1. 1. Philip Calvert IFA Life www.ifalife.com Do you stand out from the crowd? How to differentiate with Social Media in a post RDR world
  2. 2. Perceptions of IFAs and Financial Advisers “ I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.”
  3. 3. Perceptions of IFAs and Financial Advisers “ I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.” “ Every time he comes round he tries to sell me a policy and I always do what he says because I feel I ought to.”
  4. 4. <ul><li>29% believe their knowledge is as good </li></ul>Compeer March 2009 Financial DIY Report Financial Advisers struggling to get noticed by consumers
  5. 5. <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 Financial Advisers struggling to get noticed by consumers
  6. 6. <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 Financial Advisers struggling to get noticed by consumers
  7. 7. <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 Financial Advisers struggling to get noticed by consumers
  8. 8. <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... Financial Advisers struggling to get noticed by consumers
  9. 9. <ul><li>Consumers still want access to your expertise </li></ul><ul><li>But they don’t always want to meet you </li></ul>Financial Advisers struggling to get noticed by consumers
  10. 10. <ul><li>Consumers still want access to your expertise </li></ul><ul><li>But they don’t always want to meet you </li></ul><ul><li>Do Doctors feel under threat from the Internet? </li></ul>Financial Advisers struggling to get noticed by consumers
  11. 11. <ul><li>Consumers still want access to your expertise </li></ul><ul><li>But they don’t always want to meet you </li></ul><ul><li>Do Doctors feel under threat from the Internet? </li></ul>Financial Advisers struggling to get noticed by consumers Of course not!
  12. 12. The problem with consumers <ul><li>They have too many choices </li></ul>
  13. 13. The problem with consumers <ul><li>They have too many choices </li></ul><ul><li>You don’t stand out enough </li></ul>
  14. 14. 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>
  15. 15. 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>
  16. 16. 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>
  17. 17. Tell us something we don’t already know
  18. 18. Tell us something we don’t already know
  19. 19. Tell us something we don’t already know
  20. 20. How clear is your proposition?
  21. 21. DIFFERENTIATE OR DIE.
  22. 22. What are you doing to get noticed?
  23. 23. Change is scary at first (but you know it will be great!)
  24. 24. YOU will be the key differentiator in your business!
  25. 26. <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>Ecademy </li></ul><ul><li>Slideshare </li></ul><ul><li>Foursquare </li></ul><ul><li>iPhone App </li></ul>Tools that work for IFAs
  26. 28. <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>Ecademy </li></ul><ul><li>Slideshare </li></ul><ul><li>Foursquare </li></ul><ul><li>iPhone App </li></ul>Tools that work for IFAs
  27. 29. How to Leverage LinkedIn
  28. 30. Why are you on LinkedIn? <ul><li>May 2003 </li></ul><ul><li>100m users (1m per week) </li></ul><ul><li>200 countries </li></ul><ul><li>21 million US visits pm </li></ul><ul><li>48 million visits globally </li></ul><ul><li>50% in US </li></ul><ul><li>4 million in UK </li></ul><ul><li>Other business networks </li></ul><ul><ul><li>Viadeo (30m) </li></ul></ul><ul><ul><li>Xing (10m) </li></ul></ul><ul><ul><li>Ecademy </li></ul></ul><ul><li>70% of IFAs on LinkedIn (but don’t know why) </li></ul><ul><li>A HUGE mine of data. All LinkedIn features help you leverage that data </li></ul><ul><li>Invest time in creating a compelling profile page </li></ul>LinkedIn is a “People Search Engine”
  29. 31. 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>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>
  30. 32. 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>Search engine optimisation </li></ul><ul><li>Share content within LinkedIn </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>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>
  31. 33. Profile <ul><li>People Search Engine </li></ul><ul><li>Looking for expertise – not friends </li></ul><ul><li>Enhance perception of your Professional credibility </li></ul><ul><li>Differentiation post RDR </li></ul><ul><li>“ People Buy People” </li></ul>
  32. 34. A search for ‘Financial Planner’ gets 92,000 results
  33. 35. Profile <ul><li>First – check your activity visibility </li></ul>
  34. 36. Profile <ul><li>Add your keywords (Pensions, Mortgages etc) to each of these sections: </li></ul><ul><li>Key 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 sections: e.g. SlideShare presentations </li></ul>
  35. 37. Add keywords to your name
  36. 38. Add your current activities – not just your current job Include keywords in your profile URL/address
  37. 41. Add your keywords in Specialties section
  38. 42. Expand on your current activities and include your keywords
  39. 43. Request and add testimonials
  40. 44. Add keywords, but also show your human side
  41. 45. Add contact details but also include your keywords
  42. 46. 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 to use LinkedIn on the move </li></ul></ul>Change the order to suit what you want people to see
  43. 47. Skills
  44. 48. Skills Type in your skill and LinkedIn shows new connections for you
  45. 49. Search and Save
  46. 50. Search and Save Filter by Network, Individuals, Company, Time, Location, Industry and #
  47. 51. Company profiles <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>
  48. 52. Company profiles <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>
  49. 53. 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 </li></ul><ul><li>People opt in to your content </li></ul><ul><ul><li>Feed the fish </li></ul></ul><ul><li>Follow specific content </li></ul><ul><li>LinkedIn emails your content </li></ul>
  50. 54. Typical discussion forum in LinkedIn groups
  51. 55. Use submission queue to filter out spam in your group
  52. 56. Answers <ul><li>More tab > Answers </li></ul><ul><li>Enhance perception of your expertise by answering people’s questions </li></ul><ul><li>Recommended categories for you </li></ul>
  53. 57. News <ul><li>More tab > News </li></ul><ul><li>Personalised news just for you based on your profile content </li></ul>
  54. 58. Stuck? <ul><li>Learning centre: http://learn.linkedin.com/ </li></ul><ul><li>Under the ‘More’ tab </li></ul>
  55. 59. Read/listen again www.ifalife.com/LinkedInforAdvisers Learn why Foursquare is important for IFAs www.ifalife.com/FoursquareforIFAs Follow IFA Life on Foursquare www.foursquare.com/IFALife Contact and Speaking bookings [email_address] Twitter www.twitter.com/IFALife Join over 6,500 IFAs who use IFA Life www.ifalife.com

×