Slide deck from Philip Calvert's Social Media and LinkedIn workshop for IFAs and Financial Planners on 26th September 2013
For in-house LinkedIn workshops or conference speeches on how to apply Social Media and LinkedIn in the changing world of sales, please contact Philip Calvert via www.philipcalvert.com
Join our Internet Marketing and Social Media Club for IFAs and Financial Planners here:
http://www.ifalife.com/InternetMarketingClub
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Social Media and LinkedIn for IFAs and Financial Planners - Full-day workshop 26th September 2013
1. Practical Use of Social Media:Practical Use of Social Media:
How toHow to ReallyReally use LinkedInuse LinkedIn
Philip Calvert
www.philipcalvert.com
Wi-fi:Wi-fi:
Username: DFA-guest1Username: DFA-guest1
Password: JCcj0807Password: JCcj0807
3. Philip Calvert FInstSMM
⢠35 years in Financial
Services
⢠Founder of LifeTalk
(IFA Life)
⢠Social Media and
LinkedIn training to
increase sales:
â Regulated
industries
â Professional
speakers
â Indian tourism
9. Introductions
⢠Who are you?
⢠Tell us something about
your business
⢠What appeals to you about
Social Media/LinkedIn?
⢠How are you using it?
⢠Concerns?
⢠Fun outside work?
16. Gartner Hype Cycle
A graphic representation of the maturity,
adoption and application of technologies.
17. Gartner Hype Cycle
A graphic representation of the maturity,
adoption and application of technologies.
18.
19.
20.
21. ⢠We search with Google out of ease and habit
⢠Search results include posts from friends and
contacts â who we trust
⢠Weâre increasingly using âPeople Search Enginesâ
⢠People give us advice before we ask for it
⢠Search is changing to âreal-time discoveryâ
Search is changing
22. ⢠We search with Google out of ease and habit
⢠Search results include posts from friends and
contacts â who we trust
⢠Weâre increasingly using âPeople Search Enginesâ
⢠People give us advice before we ask for it
⢠Search is changing to âreal-time discoveryâ
Search is changing
Weâve always consulted people for opinions
â technology now helps us to do it online
23. Google gives us a worthwhile
result (something we click on) only
12.7% of the time.
The more words in the search, the
better the result.
Source: Trellian
(keyworddiscovery.com)
Search
24.
25. 40% of those over 35 prefer to
use Social Media to search
26.
27. People are often much betterPeople are often much better
than Google!than Google!
36. Stop seeing your
website as the be
all and end all of
your online
presence.
Why is Social Media important?
37. âWeâre not going to use Social Media
because all our clients are
grandparents â and they arenât
interested in all this nonsense.â
The average age of becoming a
grandparent in the UK is 47.
Daycare Trust Survey 2012
38. Do you know how your clients are
using the Internet?
Have you ever asked them?
39. âIâm not very good at technologyâ
âŚis no longer an excuse.
Make learning about the Internet part
of your personal and professional
development.
40. Five significant trends in Social Media
⢠Visualisation of Content
⢠Sharing (via mobile)
⢠Commenting on great long content
⢠Short content
⢠Search
41. 3 tech trends advisers need to know
⢠Your client wants it now
â Not just data, but access to their advisers too
⢠Fewer numbers, more visuals
⢠Clients know more than you think
â Asking questions they didn't five to seven years ago
â More prepared to shop around
As clients deepen their understanding of their finances,
advisers need to deepen relationship with their clients
â and technology will help
51. Social Media â 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
52. Social Media â 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
53. Financial Advisers are struggling to get noticed
⢠29% believe their knowledge is as good
Compeer March 2009 Financial DIY Report
54. Financial Advisers are struggling to get noticed
⢠29% believe their knowledge is as good
⢠34% believe that âadviceâ is a disguise for âsalesâ
Compeer March 2009 Financial DIY Report
55. Financial Advisers are struggling to get noticed
⢠29% believe their knowledge is as good
⢠34% believe that âadviceâ is a disguise for âsalesâ
⢠38% donât believe advisers add enough value to
justify their fees
Compeer March 2009 Financial DIY Report
56. Financial Advisers are struggling to get noticed
⢠29% believe their knowledge is as good
⢠34% believe that âadviceâ is a disguise for âsalesâ
⢠38% donât believe advisers add enough value to
justify their fees
⢠44% view the Internet as âan essential source of
financial information and adviceâ
Compeer March 2009 Financial DIY Report
57. Financial Advisers are struggling to get noticed
⢠29% believe their knowledge is as good
⢠34% believe that âadviceâ is a disguise for âsalesâ
⢠38% donât believe advisers add enough value to
justify their fees
⢠44% view the Internet as âan essential source of
financial information and adviceâ
Compeer March 2009 Financial DIY Report
But...
58. Financial Advisers are struggling to get noticed
⢠Consumers still want access to your expertise
⢠They donât always want to meet you
â Permanent Insurance
59. Financial Advisers are struggling to get noticed
⢠Consumers still want access to your expertise
⢠They donât always want to meet you
â Permanent Insurance
60. Perceptions of IFAs and Financial Advisers
âI donât like my financial adviser.
Apart from the fact that he has grey
hairs sticking out of his nose, I donât
believe a word he says and I donât
trust him.â
61. Perceptions of IFAs and Financial Advisers
âI donât like my financial adviser.
Apart from the fact that he has grey
hairs sticking out of his nose, I donât
believe a word he says and I donât
trust him.â
âEvery time he comes round he tries
to sell me a policy and I always do
what he says because I feel I ought
to.â
63. The problem with consumers
⢠They have too many choices
⢠You donât stand out enough
⢠They donât have enough time
⢠The Internet is seen as a shortcut
⢠You donât stand out enough online
74. How do you differentiate and
promote your business?
We ignore the disruption of the
Internet at our peril.
75.
76.
77.
78. Marketing Post RDR
⢠Strategy!
⢠Differentiation
⢠Trust
⢠Credibility
⢠Professionalism
⢠Niche
⢠See and experience
⢠Engage and listen
⢠Share and help
⢠Add value
⢠Loyal advocates
(followers and fans)
⢠Income generating
Do it live!
79. Your Differentiation Plan
⢠In the industry
⢠In your community
⢠In your niche
Your most powerful differentiator is...
91. Ways to use Video
⢠Pitch or Intro video
⢠Intro video for LinkedIn etc
⢠Meet the team
⢠Day in the life
⢠Testimonials
⢠Seminar / event video
⢠Seminar testimonials
⢠For Ask LifeTalk channel
⢠Commercial/advert
⢠Tutorial/How to
⢠Case study
⢠FAQ
⢠Short film
⢠Public speaking
⢠Expert interview
⢠Video Blog (Vlog)
⢠Industry news
⢠Company news
⢠Paper reviews
⢠Weekly Update
⢠Service process walk
through
92. Blogging
1. Your own Blog
1. Your site
2. WordPress
3. Blogger
4. Weebly
5. Typepad
6. Social Networking site status updates
7. Images
2. Get others to Blog about you
93. Get others to talk about you
⢠Ideally it should be a Blogger
â Greater click-through rate, more views and more leads
than from self promotion
⢠Have an objective
⢠What type of Blogger? And what tools do they use?
⢠Use Google Blog Search
⢠Pitch to Bloggers
â Search: How to pitch to Bloggers
⢠Retweet, Like, Comment and Share their blogs
⢠Measure results
94. Keep track of your mentions online
⢠Google Alerts
⢠HootSuite
⢠Social Mention
⢠Kurrently
⢠IceRocket
⢠BoardTracker
⢠Google, Bing etc
98. âOur greatest asset is our staffâ
"The use of workers to humanize corporate entities has been a
time-honored marketing tradition, of course.
But in an era of Web 2.0 transparency, their visibility takes on
greater meaning, signalling the higher importance of customer
service in the marketing mix... staffers offer a kind of peer
credibility as corporate advocates.â
Noreen O'Leary in AdWeek
99. But do we trust them enough to
allow use of Social Media to
communicate with:
Customers
Stakeholders
Each other?!
100.
101. How do staff/employees/colleagues
currently communicate?
⢠Email
⢠Face to face
⢠Telephone/SMS/BBM
⢠Skype and Video
⢠Coffee machine
⢠Hallways
⢠Lunchtime
⢠Pub
⢠Sports and Social
⢠Official meetings/briefings
102. Social Media â internal benefits
⢠Better engagement = better
performance
⢠Engages younger staff
⢠Retains good performers
⢠A new staff benefit/motivator
⢠Evidence of open and trusting
management
⢠Quick and easy communications
⢠Fast and honest feedback
⢠Ideas hub
⢠Competitions
⢠Increase collaboration
⢠Creates sense of Community
⢠Weekend Warriors
⢠Vacancies become more
engaging
⢠Easy to identify Brand
ambassadors
⢠Easy to identify good
communicators
⢠Humanises management /
Reduces corporate speak
103. Social Media â internal benefits
⢠Better engagement = better
performance
⢠Start small
⢠Forget the tool (Twitter etc)
⢠Ask what employees would find
useful
⢠Expect very little engagement
at the start
⢠Donât accept âNoâ for an
answer from Management
⢠Train Management if they
donât understand it
â What the tools are
â What the tools do
â Why Social is important
⢠âCommunication is Kingâ
104. Social Media â identifying Brand
Ambassadors
⢠Good communicators
⢠They âgetâ the objective of the
Brand
⢠Can articulate the objective
⢠They evangelise the brand
⢠Strong sense of Mission/Vision
⢠Consistent in behaviours
⢠Factually accurate in
communications
⢠Can handle pressure
⢠Can handle argumentative people
⢠Relaxed and friendly â but get
things done
⢠They âgetâ and use Social Media
⢠They are open, random and
supportive online
⢠They can articulate the dangers
⢠They can tell stories
⢠They are trustworthy
⢠At ease with all levels of
Management â internally and
externally
⢠They know competitorsâ products
⢠Keen to give feedback on own
performance
⢠Fizzing with ideas and quick
witted
105. Points to think about
⢠Social Media policy throughout
⢠Guidelines for stepping outside
policy (and who)
⢠Leap of faith for Management
⢠How to reward ambassadors
⢠How to measure performance
⢠Management are watching and
listening closely
⢠Does the company culture and
tone match the messages?
⢠Ambassadors can become
âcelebritiesâ
⢠Have a defensive strategy for
when someone is offended
⢠Everyone is an ambassador
⢠You wonât get it perfect
⢠Requires leadership and the
ability to trust staff
⢠Special approach for Key
Accounts
⢠Donât introduce it without some
sort of plan
⢠Donât plan anything!
⢠Donât expect results overnight
⢠This is not a replacement for
traditional staff communication
channels
107. Google+ is a social layer that has been
put over all of Googleâs services.
A great way to learn and share.
Itâs all about sharing information.
108. Many Google+ posts which share a
blog post, are ranking higher in search
results than the original blog.
113. What is
⢠May 2003
⢠220m users. 2 members per second
⢠200 countries, 10 languages
⢠21 m visits pm (US) (47m globally)
⢠50% (74 m) in US, 11+ million in UK
⢠Viadeo, Xing, SunZu
⢠Shift from a Jobs site to real-time
networking
⢠1.5 m groups
⢠3 m company pages
⢠Value: $1.5 - $2 bn
⢠Mobile 2008. 400% growth in page
views per year
⢠5,300,000,000 searches
in 2012
⢠A HUGE mine of data.
All LI products help you
leverage that data
⢠Invest time because itâs
a People Search Engine
114. ââRich and engaging content to helpRich and engaging content to help
members be more productiveâmembers be more productiveâ
115. Name
Active user
accounts
Facebook 750 million
Tencent QQ 674 million
Qzone 480 million
Netease 360 million
Windows Live
Messenger
330+ million
Tencent Weibo 233 million
Habbo 203 million
Twitter 200 million
Sina Weibo 200 million
Skype 145 million
Vkontakte 135+ million
Badoo 121+ million
Orkut 120+ million
Bebo 117 million
LinkedIn 220+ million
116.
117.
118.
119. 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
120. 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
121. 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
PEOPLE BUY
PEOPLE BUY
PEOPLE!
PEOPLE!
123. 1. People donât find your profile by accident
2. You are what they see
3. Thank people for visiting
4. Donât be lazy when connecting
5. Try to help â try not to sell
6. Always be sharing
7. Give testimonials and endorsements
8. Have a strategy for connecting
Rule of Eight
128. Invest time in your Profile
âSpecialties: Exceptionally good with sarcastic,
smart ass remarks.â
âAble to sit in my chair for extended periods of time
without numbness or fatigue.â
âInvented the 2 hour lunch break, which has been adapted by sales slackers
everywhere.â
âAttempted 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.â
Art Flater
129. Invest time in your Profile
âSat on my chair and bitched at sales reps.â
âSometimes I make a sales call.â
âWent to lunch a lot.â
âI avoid meaningful engagement and work, if at all possible.â
âTalked on the phone and hung out. Took credit for others accomplishments.â
Art Flater
138. Profile
⢠Decide your keywords â Very important
⢠Add them to these key profile sections:
â Headline
â Current work
â Past work
â Website
â Public profile URL
â Summary
â Specialities
â Contact settings
⢠Interests
⢠Skills
⢠Honours and Awards
⢠Groups and Associations
⢠Add extra sections
139. 10 most overused buzzwords
on LinkedIn profiles
⢠Creative
⢠Organisational
⢠Effective
⢠Extensive experience
⢠Track record
⢠Dynamic
⢠Motivated
⢠Innovative
⢠Problem solving
⢠Exceptional
communication skills
142. Search by Photograph
⢠Broaden your view of
contacts by finding
their other Social
Network profiles
⢠Install Chrome
extension âSearch by
Imageâ
⢠Right click on photo
143. LinkedIn profile photo
⢠Relaxed, professional
and friendly
⢠Avoid colours that are
close to skin tone
⢠Avoid the 70s look
⢠Avoid clothing extremes
⢠Dress for your ideal
customer
⢠Experiment with
different backgrounds
⢠Wear makeup
⢠Shave, trim, haircut
⢠Drink water to improve
skin
⢠Tea and coffee
discolours teeth
⢠Avoid alcohol for a
couple of days
⢠Sleep
156. ⢠Visually showcase your
professional story
â Images, presentations and
videos
⢠Add to Summary,
Experience or Education
sections
⢠Upload from hard drive or
other popular sites
⢠Like and Comment on
other peopleâs images
183. Show you care
⢠Volunteers are developing valuable skills
⢠Can make the difference when networking,
pitching for business or looking for a job
⢠Including your social impact as part of your
professional identity is becoming the norm
184. ⢠Companies are using Social issues
as a differentiator:
â KPMG
â Abercrombie and Fitch
â Salesforce.com
â Victoriaâs Secret
Show you care
186. How to find more people who are like
your best connections
⢠Go to the profile of one of
your most valuable
connections. Choose
someone you like and trust
and who is a strategic
connection
⢠Click to view their
connections. These are
mostly people who they also
like and trust
⢠Search their connections by
keyword and youâll find
people you should connect
with Enter keyword here
187. Find new opportunities by gaining deeper insight
into your connectionsâ networks
⢠Go to the profile of one of
your most valuable
connections or clients.
View the graphical
representation of their
network
⢠Sort by Skills, Company,
Location and Industry
⢠Hover over the circles to
gain deeper insight into
their network and target
markets
193. Companies
⢠Build followers by
â Adding value
â Engaging
â Informing
⢠They may never become customers, but are
still advocates for your business
195. Companies â Pro tips
⢠Promote it as an asset of
your business
⢠Keep it short
⢠Occasionally ask questions
⢠Include a link
⢠Include an image
⢠Be different and intriguing
⢠How-to articles
⢠âLikeâ competitions
⢠Ask for a âLikeâ
⢠Test what works
â Topic types
â Questions
â News
â Articles
â Contests
â Events
â Day and Time
â Style and Tone
196.
197. 316 IFA firms with Company Pages
2,292 Financial Planning firms
203. ⢠A powerful business asset to create deep
engagement with target audience
⢠Build Community around your Brand
⢠Rapid way to build trust
⢠Generates positive awareness and credibility
⢠Engage all your team in your Group
⢠Join groups where your target market is
Groups
204. Groups
⢠Join (50) and/or create your own
⢠Content goes onto the LinkedIn home page
⢠LinkedIn promotes your group to members
â Plus weekly email summary
⢠Visibility in Google search results
⢠Promote your group on other Social sites
205. Groups
⢠Donât just post a link to your site/Blog
⢠Do âengageâ on existing posts
â Like
â Comment
â Share
⢠âFeed the fish and theyâll keep coming backâ
â Give people the chance to self-promote
â Webinars and paid materials
â Polls and questions
220. ⢠Update / adjust regularly
⢠Add generic info to
profile. E.g. CFP, exams
⢠Just search!
â People
â Events
⢠Use the Learning
Centre
⢠Pay?
Misc
224. New and Important!
⢠Search results will show content from people you know
⢠Your content will show up when other people search
⢠Search results about you, will be based on what other
people say about you
⢠(Authentic) Content will rank higher in search results
⢠Engage with people and content
â Share, Comment, Like and +1
â Answer questions
⢠Adviser Apps
225. New and Important!
⢠Search results will show content from people you know
⢠Your content will show up when other people search
⢠Search results about you, will be based on what other
people say about you
⢠(Authentic) Content will rank higher in search results
⢠Engage with people and content
â Share, Comment, Like and +1
â Answer questions
⢠Adviser Apps
226. Through our connections, links, likes, locations,
interactions, reputation, interests, content,
persona, behaviour and emotions â computers
will tell us who we should meet and why.
Google will bring to our attention people and
information that we didnât know we needed.
And even newerâŚ!