ascentric conference 2011: social media: time-wasting fad, or the holy grail of communication...
DESCRIPTION
Philip Calvert's presentation on Social Media for IFAs and Financial Planners at the the 2011 Ascentric conference.TRANSCRIPT
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Please turn your phones ON. Thank you.
#Ascentric #IFALife
Social Media:
Time-wasting fad, or the Holy Grail of Communication tools for IFAs?
Conference 2011
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Important housekeeping note
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Important housekeeping note
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RDRCharging fees
Professional qualificationsChanging business models
Increased competitionCompetition from the Internet
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RDRCharging fees
Professional qualificationsChanging business models
Increased competitionCompetition from the Internet
STRES
STRES
S!S!
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[Source: unknown]
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[Source: unknown]
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Why is Social Media important?
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Social Media explained
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Social Media explained
I need to pee
I peed
This is where I pee
Why do I pee?
Look at this pee!
[Source: unknown]
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Social Media explained
I’m good at peeing!
[Source: unknown]
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Social Media explained
Forget “Social Media”.
Remember Image, Identity and Reputation Management.
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Powerful networking tool, but be careful...
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Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good
Compeer March 2009 Financial DIY Report
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Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’
Compeer March 2009 Financial DIY Report
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Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees
Compeer March 2009 Financial DIY Report
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Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees• 44% view the Internet as ‘an essential source of
financial information and advice’
Compeer March 2009 Financial DIY Report
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Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees• 44% view the Internet as ‘an essential source of
financial information and advice’
Compeer March 2009 Financial DIY Report
But...
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Financial Advisers are struggling to get noticed
• Consumers still want access to your expertise• They don’t always want to meet you
– Permanent Insurance
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Financial Advisers are struggling to get noticed
• Consumers still want access to your expertise• They don’t always want to meet you
– Permanent Insurance
• Are Financial Planners, Solicitors and Doctors under threat from the Internet?
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The problem with consumers
• They have too many choices• You don’t stand out enough• They don’t have enough time• The Internet is seen as a shortcut• You don’t stand out enough online
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Tell us something we don’t already know
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Tell us something we don’t already know
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Tell us something we don’t already know
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Tell us something we don’t already know
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Differentiate or Die
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Your Differentiation Plan
• In the industry• In your community• In your niche
Your most powerful differentiator is...
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What are you doing to get noticed?
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• Google Places• YouTube• Blog• LinkedIn• Facebook• Twitter• Google +• Ecademy• Slideshare• EventBrite• Foursquare• IFA Life• iPhone App
Image Management tools
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How to Leverage LinkedInHow to Leverage LinkedIn
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What is LinkedIn?
• May 2003• 100 m users• 200 countries• 21 m UK visits pm• 270 m visits globally pm• 50% in US, 8+ million in UK• Viadeo (30m), Xing (10m),
Fast Pitch, Ecademy• Shift from a Jobs site to
real-time networking
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Name Active user accounts
Facebook 750 millionTencent QQ 674 millionQzone 480 millionNetease 360 millionWindows Live Messenger 330+ million
Tencent Weibo 233 millionHabbo 203 millionTwitter 200 millionSina Weibo 200 millionSkype 145 millionVkontakte 135+ millionBadoo 121+ millionOrkut 120+ millionBebo 117 million
LinkedIn 100+ million
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What is LinkedIn?
• May 2003• 100 m users• 200 countries• 21 m UK visits pm• 270 m visits globally pm• 50% in US, 8+ million in UK• Viadeo (30m), Xing (10m),
Fast Pitch, Ecademy• Shift from a Jobs site to
real-time networking
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What is LinkedIn?
• 70% of IFAs• A HUGE mine of data.
All LI products help you leverage that data
• Invest time because it’s a People Search Engine
• May 2003• 100 m users• 200 countries• 21 m UK visits pm• 270 m visits globally pm• 50% in US, 8+ million in UK• Viadeo (30m), Xing (10m),
Fast Pitch, Ecademy• Shift from a Jobs site to
real-time networking
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Why are you on LinkedIn?
• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
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Why are you on LinkedIn?
• Share status• Find personalised news• Career discussions• Build Community• Search topics and
people• SEO• Share content
• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
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Why are you on LinkedIn?
• Find contacts– Don’t be lazy when
connecting!– Personalise your
message
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Invest time in your Profile
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Invest time in your Profile
• People Search Engine• Looking for expertise – not friends• Professional credibility• Differentiation post RDR• “People Buy People”• Shape your personal brand
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Invest time in your Profile
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Invest time in your Profile
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Invest time in your Profile
Art Flater
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Invest time in your Profile
“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.”
Art Flater
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Invest time in your Profile
“Sat on my chair and bitched at sales reps.”
“Sometimes I make a sales call.”
“Went to lunch a lot.”
“I avoid meaningful engagement and work, if at all possible.”
“Talked on the phone and hung out. Took credit for others accomplishments.”
Art Flater
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Invest time in your Profile
• Check visibility > Philip’s Activity > edit
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Invest time in your Profile
• Check visibility > Philip’s Activity > edit
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Invest time in your Profile• Monitor your profile
Pro tip: Thank people who look at your profile
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Invest time in your Profile
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...as a Search Engine....as a Search Engine.
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Search: Financial Planner
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Profile
• Decide your keywords – Very important• Add them to these key profile sections:
– Headline– Current work– Past work– Website– Public profile URL– Summary– Specialities– Contact settings
• Interests• Skills• Honours and Awards• Groups and Associations• Add extra sections
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Note the keywords in name and summary
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1. Note the keywords
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1. Note the keywords2. Customise your profile URL
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Connecting Twitter to LinkedIn
• Paint a broader picture of you and your professional life
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Add keywords near the top of your Summary section
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Include keywords in your Specialties
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Include keywords in the Experience section
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Include keywords in other sections
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Prove your expertise and value by adding testimonials using the tool provided
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Show your human side by adding non-work interests – plus a couple of keywords of course!
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Contact Tina
Include a couple of keywords in your Contact details too
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Contact Art
Humour works too!
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Profile add ins
• Applications– Events– Polls– Projects– Trips– WordPress blog– SlideShare
• More Applications– Company Buzz– Amazon reading list– Box.net– Google presentations– iPhone App– Paid advertisements
Change the order to suit what you want people to see
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Events
Choose Event Keywords
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Events
First page Google results
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Pulls in your presentations from SlideShare
Profile add ins
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Skills
Add Skills to your profile. LinkedIn will show you a wealth of related resources...
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Skills
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Skills – Art Flater
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Skills – Art Flater
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Companies
• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter
and/or LI contacts• Recent tweets (incl.
Foursquare checkins)
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Companies
• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter
and/or LI contacts• Recent tweets (incl.
Foursquare checkins)
• Products/services – images, video, URL and people
• Request and show recommendations
• Follow button for your website
• Advertise jobs ($195)• Promote – PPC or per 1000
impressions
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CompaniesIFA: only 178 results as at Sept 2011
Every IFA should have a company profile
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CompaniesFinancial Planning: 653 results as at Sept 2011
Every financial planning firm should have a company profile
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CompaniesStatus Updates of 500 characters
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Answers• More tab > Answers• Enhance and recognise perception of
expertise• Recommended categories for you
A powerful way to prove your expertise
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News
• More tab > News• Personalised –
suggested categories– Major headlines– Financial Services– Marketing– Etc
Personalised news based on your profile page
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Groups
• Join (50) and/or create your own• Groups tab > Groups you may like• Build Community around You• People opt in to your content
– “Feed the fish and they’ll keep coming back”
• Follow specific content• LinkedIn emails your content to your contacts• Visibility in Google search results
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RDR
A golden opportunity to reconnect and to differentiate
your proposition.
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www.ifalife.com