This document summarizes a presentation by Philip Calvert on using social media in regulated industries to meet content demand. Calvert discusses how adults now use mobile devices hundreds of times per day and how content through social media is important for customer service, engagement, and differentiation. He emphasizes the need for high-quality, valuable content that helps people rather than just promotions, and addresses common concerns for regulated industries like compliance.

1. MEETING CONTENT DEMAND IN
REGULATED INDUSTRIES
Philip Calvert
Founder of LifeTalk and Social Media Sales Strategist

2. Philip Calvert FInstSMM FPSA
• 36 years in Financial Services
– Head of Sales
– Head of National Accounts
– Founder of LifeTalk
• Social Media in Regulated
Industries
– Financial Services, Automotive,
Law, Accountancy, Pharma
– Customer Service
– Indian tourism
• Kickboxing, Yoga, Photography

4. Social Media in Regulated Industries

5. Important housekeeping note

8. Adults use their mobile
device 264 times a day.
15-24 year-olds use it 387
times a day.
IpsosConnect TouchPoints Survey 2015

9. Adults use their mobile
device 264 times a day.
15-24 year-olds use it 387
times a day.
IpsosConnect TouchPoints Survey 2015

10. Adults use their mobile
device 264 times a day.
15-24 year-olds use it 387
times a day.
IpsosConnect TouchPoints Survey 2015

11. 75% of
smartphone
owners use them
in the bathroom

12. The most exciting time to be
on the Internet

13. On Monday 24th August 2015,
one in seven people on the planet
used Facebook.

19. Im2Calories

20. Jace Larke is ‘transported’ 4000 kilometres to a hospital where his wife
is giving birth. He experiences the birth in 360-degree
real-time virtual reality.

21. https://www.youtube.com/watch?v=2PpKzYjW7go

22. Aerofex

23. The lightest metal ever - Boeing

24. https://youtu.be/ifdA0kxP7lM

25. All this now fits
in your pocket

26. 9th January 2007
Photo: Paul Sakuma/AP

27. 2010

29. "If you don't have a
digital strategy, then
you don't have a
business strategy.“
Ronan Dunne, CEO O2
Telefonica

30. “Philip, what do you plan
to do for a living?”

31. How I present myself
• Speaking
• LinkedIn groups 35,000
& subscribers
• @philipcalvert 7,700+
followers
• @adviserlifetalk 8,500+
followers
• Website 11,000+ subs
• Email newsletter 99%
opt-in rate

38. Earning $4.3 million pa

40. Felix Arvid Ulf Kjelberg, aka “PewDiePie”
• Up to $8.47m
• 40 m subscribers
• 7.5 bn views

41. 1,045,500,000 views. Earning up to $1.5 m

42. What do they all have in common?

43. What do they all have in common?

44. What do they all have in common?

45. Why so much better than other pop artists?
4.2 billion views

48. Increasingly, teens use multiple
communication apps…
…all at the same time.

51. Why is
Content through
Social Media
important?

54. Tweets appearing in Google search
results instantaneously.
Puts Social Media at the heart of Search.

56. Marjorie and Ernest

63. There are 289 million unanswered
complaints on Twitter.
Many are appearing on page 1 of
Google search results.

64. There are 289 million unanswered
complaints on Twitter.
Many are appearing on page 1 of
Google search results.

65. 83% of companies are ignoring
customers’ questions.
When they do reply, they take 12
hours to reply on average.
Q4 2015 edition of Sprout
Social’s social index report

68. 33% of consumers first choice route to contacting
brands is Social Media. (Nielsen)

69. Eight hours later…

84. Shoppers ask friends
on social media
before purchasing
clothes
Women: 3 Likes before
purchasing
Source: Shopa 2015

85. Shoppers ask friends
on social media
before purchasing
clothes
58% of consumers use their mobile
while shopping in-store, rising to
78% for 18-29 year olds.
(Pew Research)

86. 14% of Tweets sent to
major retail brands are
from customers
experiencing problems
whilst in-store.
(Conversocial)

87. Customers want [expect] a
conversation with you.

88. When companies engage
and respond to customer
service requests over
Social Media,
those customers spend
20% to 40% more.
(Bain & Company)

89. #planefood

99. Help people to talk to you

101. Help people to talk to you

102. Help people to talk to you

104. Uberrima Fides

105. Utmost Good Faith

109. Differentiate your business
• In the industry
• In your community
• In your niche
Your most powerful differentiator is...

116. Compliance

118. Social Media – all about Marketing?
• To listen
• Improve knowledge
• Share best practice
• Thought leadership
• Networking/Relationships
• Search engines/traffic
• Collaboration
• Engage
• Comment/share expertise
• Add value/contribute to
discussions
• Cement relationships
• Brand loyalty and buzz
• Customer service
• Identify influencers
• Promotion/Sales
• Idea feedback
• Build Community
• Show a human face
• Events
• PR
• Recruitment
• Employee engagement

119. Social Media – all about Marketing?
• To listen
• Improve knowledge
• Share best practice
• Thought leadership
• Networking/Relationships
• Search engines/traffic
• Collaboration
• Engage
• Comment/share expertise
• Add value/contribute to
discussions
• Cement relationships
• Brand loyalty and buzz
• Customer service
• Identify influencers
• Promotion/Sales
• Idea feedback
• Build Community
• Show a human face
• Events
• PR
• Recruitment
• Employee engagement

120. Building Trust with Social Media
Humanise your brand
Handle feedback in public
Engage regularly – be friendly!
Use Education as a differentiator
Trust your people
Create Community

121. Humanise your brand

125. Five significant trends in Social Content
• Visualisation of Content
• Sharing (via mobile)
• Content as an interrupter (Pulse)
• Messaging
• Live streaming

126. Social Content trends to watch
• New ad formats on all
platforms
• Social video and
influencers
• Real-time video
• Real-time moments
• Facebook news feed
• Monitor your metrics
• Imagery
• Integrate Social with
traditional
• Thought-leadership
• Emotion
• LinkedIn
• Messaging
• Conversations
• Events

128. What are you doing to get noticed?

131. Melanie Thüeringer
Austrian Ashtanga Yoga Teacher

134. Yoga teacher Dylan Werner
143,000 followers

136. Kristen Rose Provenché

137. Rachel Brathen
1.3 million followers

145. Social Media is
no quick fix.
“Like learning a Yoga pose, you
need to plan, prepare, be
patient and keep chipping
away without expectations.
Big and surprising results will
eventually come.”
Kino MacGregor, International
Yoga Teacher. 1m+ followers

146. Karl Lagerfeld’s Cat
• 54,000
followers
• 3m Euro
earnings 2014
• Ccosmetics line
• Book
“By using these products, you will
become as attractive as I am”

147. Content as Currency
• SEO
• Views
• Likes
• Comments
• Shares

148. 0
20
40
60
80
100
120
Response
Value of response
to Social post
Awareness
Website
visit
SEO
Likes
Shares
Blog / Tweet etc

149. Content Marketing is a Must
• Added value
• Far greater engagement
– More views, Likes and shares
• Far more relevant to audience
• Impressions (yawn) are irrelevant and
meaningless
• Engagement is Everything

150. Content Marketing is a Must
Social Media is not a panacea
Move from ‘campaign mentality’ to
‘ongoing storytelling’
Utilise skills and expertise from
right across the business

152. Regulated Industries are highly
vulnerable to disruption
Law
• LegalZoom
• Shake
• Lawdingo
• Priori Legal
Real Estate
• Zillow
• Trulia
Transportation
• Uber

154. • May 2003
• 400 m users. 2 per second
• 100 m monthly unique
visits
• 40% interact daily
• 40 m students/grads
• 13% not on Facebook
• 59% not on Twitter
• 4 m company pages
• 400% growth in mobile
page views per year
• 5,300,000,000 searches
in 2012
• A HUGE mine of data
• The People Search
Engine

155. “Rich and engaging content to help
members be more productive”

156. Mastering LinkedIn:
Your Profile page

157. The Profile Test

158. The Profile Test
Irresistible

164. “Specialties: Exceptionally good with
sarcastic, smart ass remarks.”
“Able to sit in my chair for extended
periods of time without numbness or fatigue.”
“Invented the 2 hour lunch break, which has been
adapted by sales slackers everywhere.”
“Attempted to train dealer staff until I realized
most were too stupid to accept the training. Once I
realized that fact, I would just take them to lunch.”

165. “Sometimes I make a sales call.”
“Went to lunch a lot.”
“Sat on my chair and bitched at sales reps.”
“Completed a lot of BS reports for corporate
office. Because I had to.”
“Talked on the phone and hung out. Took
credit for others accomplishments.”

166. What’s on your profile page?
• Creative
• Organisational
• Effective
• Extensive experience
• Track record
• Proven sales professional
• Dynamic
• Motivated
• Innovative
• Problem solving
• Exceptional
communication skills

167. “The standard for measuring impact online”
Joe Fernandez, Founder of Klout

168. Engage and Share

171. Publishing Platform

173. First post on LinkedIn. Stats after just 5.5 hours.

174. Four weeks later…

178. New: Showcase Pages

182. Save your profile as a QR code

183. QR codes on Gravestones

185. Action points
• Ditch the excuses
• Train everyone
• Involve Legal and Compliance from the start
• Content as Currency
• Commit to being nimble because customers
are running the content show
• Be brave enough to engage with
and involve customers

189. MEETING CONTENT DEMAND IN
REGULATED INDUSTRIES
Philip Calvert
Founder of LifeTalk and Social Media Sales Strategist