This document provides an introduction to using social media for financial advisors. It discusses key trends in the financial landscape including post-consumerism, changing attitudes toward retirement, distrust of financial institutions, and growing use of informal advice sources. It recommends that advisors consider using social media for listening, researching, sharing, networking, collaborating, acquiring/retaining clients, hiring, and feeding the media. It also notes that social media blends business and personal personas and that ownership is shared throughout an organization.

1. AN INTRODUCTION TO SOCIAL MEDIA FOR
FINANCIAL ADVISORS
Simon J. Ryan
Business Marketing Specialist
@simonjryan

2. Landscape
Post-consumerism
Changing attitudes to retirement
Continued distrust of financial institutions
Growing use of informal advice sources
Importance of stability as a recommendation driver

3. There are no gurus
in
Social Media

4. Consider social media
through the historical
lens of
Internet or mobile phone
adoption adoption

5. Consider social media for
Listening
Researching
Sharing
Networking
Collaborating
Acquiring/Retaining Clients
Hiring
Feeding the media

6. If you don’t, your
competitors will

7. It is essentially an online representation
of what happens in the real world

8. What we do online
stays online

9. The big numbers aren’t
the story

10. Your brand and your
customer’s experience
are blending

11. Business and personal
personas are merging

12. Ownership of social
media is shared
throughout your
business

13. Don’t wait to measure. But what do you measure anyway?

14. Step 1
Assess your customers
social activities

15. Step 2
Decide what you want
to achieve

16. Step 3
Develop your approach by
planning content and the
relationship you want to have

17. Step 4
Plan and build your pages
and groups

18. Step 5
Monitor and measure.
Engage with those that engage you
and act on what you are learning

19. Remember the Consumer Backdrop
Post-consumerism
Changing attitudes to retirement
Continued distrust of financial institutions
Growing use of informal advice sources
Importance of stability as a recommendation driver

20. simonryan
@simonjryan