Building a Social Platform for your Personal and/or Business Brand
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Presentation at Momentum 2016 (presented by Credential and Cumis), OMNI King Edward Hotel, Toronto, ON. Overview: – The case for a new social networking strategy – 3 case studies – Social networks and social selling – Practical steps you can take now – Q & A "The less your business has changed in the last 30 years the more it's about to change." October 19, 2016
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Building a Social Platform for your Personal and/or Business Brand
- 1. Building a Social Platform for your Personal and/or Business Brand Jay Palter 19 October Momentum 2016 DRAFT - FINAL Jay Palter Social Advisory jaypalter.ca jay@palter.ca
- 2. Overview 1. The case for a new social networking strategy 2. 3 case studies 3. Social networks and social selling 4. Practical steps you can take now 5. Q & A
- 3. The case for a new social networking strategy Part 1
- 4. “The less your business has changed in the past 30 years, the more it’s about to change.”
- 5. End of Solution Sales Source: https://www.cebglobal.com/sales-service/the-end-of-solution-sales.html The Old World: You found prospects. You assessed their needs. You proposed a solution. You built trust over time. The New World: Prospects find you. They use their networks and the Internet to determine their needs. They decide whether to initially trust you based on what they find online.
- 7. Facebook and Twitter are gaining Source: https://www.putnam.com/advisor/business-building/social/
- 8. Key observatio ns about social networks Social networks are not designed for one- way marketing, but two-way communication Trust grows out of building community and nurturing relationships Great content adds value, attracts prospects and helps buyers
- 11. What’s at stake if we don’t engage online? Loss of visibility – prospects and influencers don’t see you Loss of attention – information overload, people don’t pay attention Loss of social proof – no one is telling your story
- 12. Success with social: 3 case studies Part 2
- 13. Natalie Jamieson on Twitter Spent six years building @womenandmoney following on Twitter Regularly curates and shares great content on women and money Builds her network of client, prospects & peers Attributes $3m of AUM to Twitter activity alone
- 14. Natalie Jamieson Spent six years building over 3,000 @womenandmoney followers on Twitter Regularly curates and shares great content on women and money (#FinancialFriday) Invests 15 minutes a day engaging with network of clients, prospects & peers Attributes $3m of AUM to Twitter activity
- 16. Christine LaLiberte Practice is family-focused and cultivates family-like community among her clients Clients skew older, so she uses Facebook to facilitate client-to-client interactions Uses LinkedIn to share content and connect with clients, prospects and peers
- 17. LSM Insurance
- 18. Lorne & Chantal Marr Lorne takes 20 minutes, twice per day to engage online LSM employs dedicated online content marketer Benefits include recruiting advisors that are attracted to firm’s online visibility “Our strategy is to engage in conversation and share content which adds value.”
- 19. Social networks and social selling Part 3
- 20. Elements of a social selling strategy 1. View online networks as a social platform (business and personal accounts) 2. Curate and create valuable content that helps clients and prospects 3. Engage an audience of clients, prospects and influencers, as company and individuals
- 21. LinkedIn THE business and professional network Connections have to be accepted Connect with clients, prospects and peers Complete and customize profile Share and engage daily
- 22. Twitter Microblogging platform Anyone can follow anyone Source of news and information Follow influencers and thought leaders…and strive to become one
- 23. Facebook Personal and family contacts Friends have to be accepted Useful for building intimacy and community among clients
- 25. Integrated social platform Social networks LinkedIn Twitter Facebook Secondary networks Pinterest Instagram Content networks • Google+ • Slideshare • Youtube
- 26. Power of community Why do businesses get involved in their communities? Two reasons: 1. We want to give back. 2. We also want to be seen as community supporters because it gives us a higher purpose and ties our success to a collective benefit.
- 28. Why curate?
- 29. Practical steps toward social selling Part 4
- 30. From strategy to tactics 1. Why you need social media policy and training? 2. How you find time? 3. What you should be doing tomorrow?
- 31. 1. Social media policy and training Good policy clarifies acceptable use Training reinforces policy adherence Need to steer advisors away from non- compliant practices and toward ‘best practices’
- 32. 2. How to make time 10-15 minutes, one to three times per day Start with LinkedIn and expand to others Share content among team
- 33. 3. Tune up your LinkedIn profile Update your profile Smiling headshot Add Summary Add effective Professional Headline Publish articles
- 34. 5 things to do on LinkedIn tomorrow 1. Tune up your profile 2. Connect with your clients 3. Connect with anyone you meet and want to stay in touch with 4. Spend time each day liking and commenting 5. Spend time each day sharing great content