Breaking barriers educating advisors for social 5-23-2013
•Download as PPTX, PDF•
0 likes•163 views
This document discusses strategies for financial advisors to leverage social media. It notes that consumers, especially those aged 45-54, are increasingly using social media. However, only half of high-net-worth investors are active on LinkedIn and have financial advisors. The document provides tips for advisors to differentiate themselves, identify target platforms, and develop a social media strategy and cycle. It also discusses ways for firms to support advisors through policies, resources, templates and monitoring advisors' social media use. The goal is for advisors to extend their brand and engage more clients through social platforms.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Breaking barriers educating advisors for social 5-23-2013
Similar to Breaking barriers educating advisors for social 5-23-2013 (20)
Recently uploaded
Recently uploaded (20)
Breaking barriers educating advisors for social 5-23-2013
- 1. Educating Advisors Going Social Blane Warrene SVP, Customer Communications
- 2. 1 Tweet = During (and after) the webinar, please use #regedqanda for live discussion 2 Questions? Please use Questions box in the webinar panel 3 The webinar recording will be emailed to all attendees and registrants
- 5. But first… What is the benefit to Advisors for being social?
- 6. Consumer Usage Blazing 45-54 Age Group Fastest Growing on Social
- 8. The Clients… High Net Worth Only Half 70% of individuals with over $5mm leverage social media of the HNW investors active on LinkedIn have financial advisors Source: LinkedIn 2012
- 9. Differentiate from the Noise Niche Focus Network Influence The unseen evaluation?
- 10. Approaching the Platforms Match the voice and content of you and your business to the platform(s)
- 11. Strategy for the Advisor First why? Then… Who What Where When How
- 12. Cycle of Social Train Monitor Attest Systematic steps to ease complexity of social media Tech Use Best Practices
- 13. Now let’s get to how… Making this work for your advisors?
- 14. Getting Setup ①Setup profiles and optimize ②Understand privacy/security ③Understand how to manage connections
- 15. Ways to Leverage Social Media
- 16. Policy Your policy will drive your advisors use… Make it: Enabling for outcomes Extension of traditional communications Reflect efficiency
- 17. A Resource from Us Ask us for our Compliance Kit http://bit.ly/complykit
- 18. Planning 1 Editorial Calendar Suggest themes, topics – not only generic content 2 Engagement Outcomes drive business – encourage them 3 Know Your Mediums Not everyone is a writer…
- 19. Extend Your Culture Why do clients choose you? Help advisors explain that Amplify your strengths Research? Service? Execution?
- 20. Tactics Easy to use templates Re-think web site content Offline ideas
- 21. Who is the next generation? Social Media Blocking & Tackling Listening Engage Follow
- 22. Who is the next generation? Common Techniques 80/20 Rule Thoughtful Comments Amplify Praise Don’t Neglect
- 23. "Realize that the social media success equation isn't big moves on the chess board, it's little moves made every day that eventually add up to a major shift." -Jay Baer
- 24. Resources for You & Your Advisors Educational Podcast - http://bit.ly/regedsocial “The Social Media Minute” on iTunes Breaking Barriers to Social Webinar Series http://bit.ly/regedwebinars Quick Start Guides on Social Media http://www.reged.com/socialmedia.aspx
- 25. Connect with Us on Social Facebook – http://www.facebook.com/regedarkovi Google+ - http://bit.ly/regedgoogle LinkedIn - http://www.linkedin.com/company/reged Pinterest - http://pinterest.com/regedarkovi/ Twitter – http://www.twitter.com/reged YouTube – http://www.youtube.com/arkovibackups
- 26. Q&A Please use the "Questions" section on the webinar panel And we'll stay and monitor #regedqanda on Twitter
Editor's Notes
- An introduction to me – as you can see my world’s converge on social media – I have friends, peers, colleagues, family members, executives and customers connecting and engaging. By default 20% of our networks no matter where we are – contain work relationships. Managing these networks in a digital world is exactly like we manage those same networks in person:We choose what we say to each networkWe have a filter that we naturally use in discussionsSome networks converge and others are in groups (think Circle, Lists, Groups…)The time we might spend trying to separate those networks in the digital world is lost time we could have spent cultivating relationships
- Using social media effectively – at the highest level – breaks down into these segments. They are related and circular – but each have a place and process to our overall goal. Modern communications is simply new efficiencies that allow us to ultimately get to what we do best – build relationships and serve others. Our goal remains the same:To represent ourselves personally and professionallyTo foster strong relationshipsTo earn the opportunity to meet or speak on a personal levelTo facilitate trust that allows us to do business with one another
- The younger investors have saturated social communications – to them it is not social – it is now the way they communicate via devices – they have largely abandoned email.As we mentioned about iPads – 45 and over folks are migrating to social – some out of desire and some dragged kicking and screaming – but they are now present.47% say Facebook impacts brand decisions50% + use Facebook on mobile76% of Twitter users now tweet53% of Twitter users signed up in last year
- How you setup profiles, claim your name and brand and configure them – even if only for the claiming rights – impacts how you are found.
- Think about those stats on heirs and Gen X and Gen Y – just being on social won’t win them over. You will have to understand and present as knowledgeable in the digital world as an organization and as individuals.LinkedIn/Cogent survey also found HNW individuals use for financial research and due diligence – in this orderFinancial pressSocial MediaMajor Media pressFinancial blogsAnd finally at 5 – their financial institutions web site Are you using social, financial blogs and more to KNOW what your customers are consuming?
- How does one distinguish in a digital world? By insuring you are defined clearly when you are and will be found. People now immediately search you out (search engines, LinkedIn and across social).Define:Who you are what you doHow you set yourself apart (why do your clients like/love you?)Leverage your network of clients, peers and influencersBe prepared for the unknown evaluators (children of parents?)
- So seeing these macro trends and their impact – where does that leave us? We still have a wide range of issues and challenges day in and day out to manage. Yes – however – this is the most pervasive technology shift in our industry since the slow and steady shift to electronic trading the emergence of the advisor and planner (and extinction of the stockbroker).This is the widest channel we have had – versus tech like faxes, email and websites – the shift in communications is across numerous:MediumsDevicesRelationship typesAnd our traditional demographic models break in this new world.Harnessing this shift to our advantage means re-thinking risk, training, data management and much more.
- For a quick moment – some perspective on what our parent organizations and those we affiliate and align with are facing….The new model requires and considers all facets of your business and people – and those lines strongly intersect. This also requires preparing for the new generational perspectives on transparency. In a post-crisis and scandal world – transparency is a value.Teams will need to re-consider how they work across departmental and divisional lines. And while exploring this new model – you will also be faced with the new investor – so….
- A cycle of commitment and discipline is what prunes and grows our efforts in modern communications and an increasingly digital business world
- Strategy is a combination of several elements:The policy that drives how we meet requirements for use of social in our industry,Our goals and what we seek to accomplish (is it widening our reach in marketing, is it meeting new people, is it broadcasting content we already create?)Thinking how things work effectively – when a team is behind it – no matter how small (2, 20 or 200!)Developing your social media blocking and tackling skills (listening, finding information, understanding profiles…)
- Like the business plan for your groups and practices – once you have strategy defined – you have a plan for how to begin, execute and manage ongoing.This is no different and can benefit from all you do surrounding social media – your web site, your email communications, what you discuss on calls or in presentations. Also look to how you interact on other fronts:Do you teach on webinars or seminars?Are you a resource for journalists or analysts?Do you volunteer to teach personal finance or financial literacy?What other ways is “content” generated in your business?This leads to the material we use on social – and you may be surprised by how much you have…By bridging this information and content to a simple editorial calendar – you can map out segments of days, weeks and months. If you would like a simple template – just ask us..
- Your culture and your voice are you! People identify with you and trust occurs because they get to know you, your staff and how you sound in on topics and issues. You want to insure you retain that when you go digital. A lot of the way to do that is to not over think it. You know what works and does not work for your clients – and you also seek to attract more clients like those you treasure most in your business.Second – while script is not necessarily the signal I want to send – a talk track is critical. Not everyone is comfortable to hit the ground running and speak with anyone, telling your firm’s story and capabilities. Outlining these key elements in a talk track allows for everyone on the team to understand and have talking points to get them started. When paired with your editorial calendar – this becomes a “library” of content and messages you can use. Most important – this is authentic and genuine content that comes from you and your team.Also be sure – just like in your everyday business – to get to know everyone’s skills in the digital world. Some folks are like ninjas on Google – and others might say “I’m not a tweeter” – when they really meant – “I don’t use Twitter”. LOLGet to know who has skills you can put to use right away –To assemble content for use on socialTo find content to share from othersTo coordinate communications and responsesTo measure and reportAlso find those folks who could use some training and confidence building and don’t be afraid to let them get to know social so it becomes more natural.
- Don’t forget all the angles – You share your digital presence across sites, social accounts, email signatures and in digital communications – this insures folks know you are presentThink about your partners and influencers and referral sources – insure they know how you are using digital and where they can contribute, share and help (and benefit from..)Remember to weave your new digital channel into your other mediums and formats in which you speak, write, present and meetIf you serving as a resource or subject matter expert – insure those folks can find you on social – a great convenience and a validation of your social literacy
- The next generation is not going to listen on traditional channels – phone or even email – they communicate amongst their peers and anticipate (expect) you will learn how to tune in to their channels. They won’t hear the phone ring – but they will see the modern communication – tweet, wall post or text message…
- The new model requires and considers all facets of your business and people – and those lines strongly intersect. This also requires preparing for the new generational perspectives on transparency. In a post-crisis and scandal world – transparency is a value.Your teams will need to re-consider how they work across departmental and divisional lines. And while exploring this new model – you will also be faced with the new investor