The document discusses the transformative impact of social media on business culture, emphasizing the importance of online presence, credibility, and trust in building relationships. It outlines strategies for effective engagement through various platforms like LinkedIn, Twitter, and Facebook, while presenting ten essential laws of social media marketing to succeed. Additionally, it highlights the shift toward personal branding and the necessity of adapting to the new communication landscape driven by technology and user-generated content.

1. Financial Professionals: An introduction to the New Culture of Social Media Networks Presented by Jay Palter, Principal Groupe financier Financial Group National Meeting - May 11, 2011 - Victoria, BC

2. Overview Primacy of search Defining social media Impact on business culture Strategic considerations for professionals Overcoming barriers to entry

3. Search

4. Search 93 % of consumers worldwide that use search engines to find and access websites. Source: Forrester Research 85 % of qualified Internet traffic is driven through search engines. Source: Seventh WWW User Survey - Georgia Institute of Technology 75 % of search engine users who never scroll past the first page of results. Source: Seventh WWW User Survey - Georgia Institute of Technology

5. What does this mean? Eventually, everyone is “Googled” Website is small part of your online presence Social media engagement improves search engine optimization End of forgetting – web content is permanent Give up your need for control

6. Social Media: a definition

7. Social Media is... A synthesis of new and traditional media that incorporates advertising, public relations, customer service, marketing, sales, and community relations. It’s disruptive . It’s about human sociology . It’s enabled by technology .

8. Driven by content media social articles charts pictures videos ads/creative slide decks doodles comments feedback criticism analysis sharing/curation discussion user created

10. Focus on these...

11. Income demographics

12. Age demographics

13. Use LinkedIn to... Be found by clients, prospects and colleagues Establish credibility on subject matter Research, find prospects and connect

14. Use Twitter to... Stay informed through feeds Identify influencers and connect with them Broaden social networks Curate/share and promote content

15. Use Facebook to... Build community of supporters Show some personality Demonstrate compassion and show passion Share

16. Why blog? Your blog is your publishing base You publish and share to demonstrate your subject matter expertise Blogs can be great for search engine optimization

17. New media vs. old New media Old media Micro, many-to-many Mass, one-to-many Dialogue Monologue Open Closed

19. 10 social media marketing laws Listen as much as you talk. Focus on a niche rather than try to be everything to everyone. Quality trumps quantity. Be patient . Produce quality content, build quality followers & word of mouth will do the rest. Source: Susan Gunelius, 10 Laws of Social Media Marketing , http://www.entrepreneur.com/article/218160

20. 10 laws (cont’d) Find and build relationships with influencers . Always add value . Try to acknowledge people who reach out. Be accessible . Reciprocate sharing. Source: Susan Gunelius, 10 Laws of Social Media Marketing , http://www.entrepreneur.com/article/218160

21. Trust

22. Trust The ultimate customer is one who has given you his or her trust. Trust is earned by an overall great experience with a foundation of authenticity, open communication, knowledge and value. Mitch Joel – Six Pixels of Separation

23. Trust equation Trust is a function of C (credibility) multiplied by R (reliability) multiplied by I (intimacy) divided by S (self-orientation). Source: Brogan and Smith - Trust Agents Maister, Galford and Green - The Trusted Advisor T = C * R * I / S

24. Become a Trust Agent Build your credibility by... Creating quality content Curating others’ quality content Be consistent and reliable by... Responding and being present in discussions Sticking to it, no quitting

25. ...by doing this Being personal… Sharing your personality Showing what you care about Being a giver... Being helpful and generous with your time Giving of yourself without asking for anything back

27. The brand is You We are witnessing a revolution in personal branding: Access to audience is being disintermediated Success (celebrity and influence) is being redefined on smaller scale The personal is becoming professional

28. Personal branding Stop asking what your business should do with social media and focus on what YOU should do - the rest will fall into place.

29. palter.ca /web

30. Influence economy Money can’t buy it - You have to earn it People - not corps - influence people People you influence become your brand ambassadors Pay attention to influence measurement tools such as:

31. Barriers Compliance Lack of control Lack of time Lack of knowledge

33. Compliance Focus on credibility, relationships and trust Leave transactional “heavy lifting” - whatever you need to say to help your client make a decision - to traditional channels (meetings, phone, corporate email) Archive, archive, archive (eg., Socialware, Arkovi)

34. Control You CANNOT control conversations, content or search results, but: You CAN participate in dialogue You CAN inspire about your brand You CAN respond, reply and engage

35. Time Re-evaluate all your time allocations Leverage your support team to help you Put in some “after hours” time Outsource strategy and implementation support

36. Knowledge Read books and blogs Learn from trial and error Be an early adopter Overcome your fear

37. Presented by Jay Palter, Principal Palter Social Media web: http:// palter.ca /web email: [email_address] Twitter: http://twitter.com/jaypalter mobile: 780-868-8433