Financial Services Social Media, Digital Strategies for Sales, Marketing & Recruiting Success

1. ǀ Address: 310 East Buffalo Street, Suite 150 ǀ Phone: 608.239.8675 ǀ
ǀ Fax: 888.210.4576 ǀ Email: Katie@Advisology.com Phil@Advsiology.com ǀ
www.Advisology.com
Financial Services
SOCIAL MEDIA & DIGITAL
Sales Marketing Recruiting

2. Agenda
Table of Contents
1. Industry Challenges
2. Social & Digital Challenges
3. The Time is Right for Social & Digital
4. The Regulatory Environment
5. Social Solutions to Industry
Challenges
6. Target Marketing with LinkedIn
7. Prospecting Clients & COIs with
LinkedIn
8. Warm Calling & Referrals with
LinkedIn
9. About Us

3. OUR ADVISOLOGISTS’
STORIES
PHIL GERBYSHAK
Vice
President
Sales &
Marketing
President
Sales &
Recruiting
3
Katie Jansen, Founder and President of Advisology, created the
organization because she believes technology is revolutionizing the
way the financial services industry communicates with clients.
As a financial services veteran and early adopter of social media, she
has a unique perspective on how to harness technology to grow sales,
recruit more effectively and maintain compliance with federal
regulations. Since 2001, Jansen has held executive roles in Fortune
500 companies in recruiting, sales, marketing, digital/social media
implementation and strategy, training and development, management
and compliance.
She has been integrating social media into sales processes since
2008, when she first implemented a social media strategy to assist
advisors and improve company profitability.
Phil Gerbyshak, vice president of sales and marketing of Advisology,
co-founded the organization because he wanted to make a difference
working with financial professionals’ business and help them help more
clients.
As a seasoned social media, marketing professional and a veteran of
training in the effective and profitable use of information technology,
Phil has a unique blend of marketing, sales and technology to improve
the business of those he works with.
In 2005 social media entered his world, and Phil saw the potential for
financial professionals. Phil has been working with financial
professionals to increase their client and prospect connections to grow
their bottom line mostly using social media since then. It started with
LinkedIn and blogs, and now it includes e-mail marketing, Google+,
KATIE JANSEN

5. 1
Growth
• New
Clients
• Revenue
• Referrals
• Make
Practice
More
Efficient
• Best ROI of
Marketing
2
Recruiting
• Mass
Exodus of
Advisors
• Competitio
n for Top
Producer
• Gen X/Y
Bad Value
Proposition
• Perception
of
Grads
3
Complianc
e
• How to
Maintain
and
Manage
• What are
Policies?
• What am I
allowed to
do on
Social
• Fear of
Mistakes
4
Competitio
n
• Keeping up
Education
and Tech
Skills
(Especially
those using
Social)
• Competitiv
e
Advantage
• Standing
Out as a
Prof
5
Brand
•How to be a
Thought
Leader
•How to
Brand
Company
or Practice
•Community/
Professiona
l
Involvemen
t
•Social
Use
6
Marketing
• How to get
Best Reach
&
Response
• Most Cost-
Effective?
• Most Time-
Efficient?
• Best ROI?
7
Economy
• Company
Resource/
Spending
Cutbacks
• Economic
Change in
Emerging
Markets
(Less
Affluent
Investors)
8
Tech,
Social &
Digital
• Lack of
Strategy
• Lack of
Knowledge
How to
Utilize
• Lack of
Training
• Constant
Changes
• ROI
9
Client /
Consumer
Relationships
• How to
Strengthen
• How to
keep
Satisfaction
• How to
Grow
• Reputation
Mgmt
• Loyalty
10
OTHER
WHICHARE
YOUR
CURRENT
CHALLENGES
?
OTHERS
NOT
COVERED?
5

6. 1
Unfamiliar
• Average
Manager
and/or
Advisor
Age
• Difficulty
Recruiting
Gen X and
Gen Y
• Personal
vs.
Business
Use
2
Conservativ
e Nature of
Business
• Leadership
Reluctance
to Change
•
Impersonal
• Training
• Develop
• Oversight
• Biz
Practices
3
Training &
Education
• Mgmt
Support
• New Digital
Leaders in
Finserv
Effective?
• Marketing
Dept. Skill
Set will
Change
4
Lack of
Business
Purpose
Use
• How to
Leverage
• Belief Not
Effective
• Lack Proof
of Results
• Corporate
Initiatives
Lacking
5
Reg &
Compliance
Concern/Fea
r
• No Formal
Policy
• Lack of
Knowledge
of Policy
• Fear of
Mistake
• No Internal
Mgmt
6
Reputation
Mgmt or
Control
• No Control
Personal
Messages
• Complaints
Reputation
Mgmt and
Oversight
Process
Lacking
7
Measuring
ROI
• How to
Track &
Measure
Results
• Lack
Industry
Proof
Results
• No Corp
Process
8
Internal
Managemen
t
• Corporate
Initiatives?
• Roles of
Leadership,
Marketing,
Advisor, IT,
Complianc
e, Support?
• Who Does
What?
9
Productivity
Concerns
• Effective?
• Wastes
Time?
• Personal
vs.
Business
Use?
• How to
Prove
Results/
Justify $
10
OTHER
S
WHICHARE
YOUR
CURRENT
CHALLENGES
?
OTHERS
NOT
COVERED?
6

7. 7

9. 9

10. 10

11. 11

12. 12

13. 13

14. 14

15. 15
“Study found that financial advisors who can be called power users are up to twice as likely as less
savvy users to have won additional clients through social media: 73 percent vs. 30 percent. Similarly,
the value generated by those clients is nearly twice as large: a median of $1 million in investible assets
vs. $500,000.” Research based on a survey of 408 U.S.-based financial advisors, conducted in July 2013, in conjunction with Putnam Investments. Published
January 2014
2xNew Client and Asset Growth Rate
New Client & Asset Growth

16. 16

17. 17
“Firms with a higher proportion of online new business leads grow faster and are
more profitable.”
Lee Frederiksen, Ph.D. and managing partner of Hinge Marketing published research based on 500 professional services firms
http://www.hingemarketing.com/library/article/online_marketing_research_study
“The Opportunity cost of not participating in social should be the key consideration of whether to engage
in it. We know the money that might be saved by forgoing a social media campaign. But what about the
missed opportunity of an increase in brand awareness, brand equity, & ultimately, revenue? How much
bigger does [social media] have to get before we buy in? What if the competition decides to step up to the
plate before we do?
Matt Tonner, Online Community Manager for FanHappy Inc, Internatinoal Business , September 2012

18. 18
Efficiency Lost
Time Wasted
Employees Lost
Engagement Consumers/Clients Lost
Growth Lost
Productivity Lost
Loss of Clients to Competition
Loss of Reputation Management

20. (SEC 2014-4 guidance): Third-party review sites and testimonials
Third-Party Reviews
Client reviews do NOT violate its ban on client testimonials as long as they appear on independent social media or review sites.
Those sites, however, must let viewers see all public comments, whether good or bad about the advisor. Advisors must have no sway or
control over the comments.
ALLOWED: Testimonials on Yelp, Google, or any “advisor review site” (objective site)
NOT ALLOWED: Testimonials written on your Facebook Fan Page (because you control this page), LinkedIn Recommendations
Advisors CAN (and should!) use social media to point prospective clients to those reviews on objective third-party sites.
They must, however, direct them to a page displaying all reviews (positive and negative) and NOT a single review.
Testimonials on Outside Subjects
Direct testimonials are now okay if they are not relating to your financial expertise, but rather your community involvement.
“No longer take the position, as [they] did a number of years ago, that an advertisement that contains non-investment related commentary
regarding an IAR, such as regarding an IAR’s religious affiliation or community service, may be deemed a testimonial violative of rule 206(4)-1(a)(1).”
Now you can list your involvement in Habitat for Humanity, your passion for skiing, and your knowledge of antique automobiles as ‘skills’ on
LinkedIn for connections to endorse.
***Remember: People do business with those they know, like and trust, and social media provides an opportunity to connect with clients and
prospects on a deeper level.
20

21. (SEC 2014-4 guidance): Third-party review sites and testimonials
Directing Traffic to Social Sites
Advisors are allowed to acknowledge social media channels in various media.
“An investment adviser or IAR could reference the fact that public commentary regarding the
investment adviser or IAR may be found on an independent social media site, and may include the logo
of the independent social media site on its non-social media advertisements, without implicating the
testimonial rule.”
DO : Tell listeners to “Check us out on Facebook” in a radio spot or interview.
Print “Follow us on Twitter to get up-to-date information and learn more about our
company,” in a direct mail piece.
DO NOT: Print a specific testimonial in an advertisement or read one particular (obviously positive)
review in an interview.
Additionally, the SEC has made it clear that “friending” someone on Facebook or “connecting” with
someone on LinkedIn is NOT considered a testimonial or endorsement. 21

22. • No endorsements or recommendations on
LinkedIn for you as an Advisor
• You CAN get endorsements for volunteer
positions
22

23. 23

25. 25

26. 26
Better growth, innovation, opportunities to succeed & grow practice
• Gen X / Y Career Attraction
• Veteran Advisor Appeal (Education, Training & Support is a tool to assist practice growth)
• Mitigates against mass advisor exodus in business
Greater Chance for New Advisor Success
• Assists new advisors cultivate prospects and approach “warm” not “cold”
Strengthen Client / Consumer Relationships
• Manage, Engage, Assess Consumer, Prospect, Client Sentiment and Needs
• Promote & Attract Prospects / Consumer Interest
• Engage with Clients and Prospects in Real-Time: Needs, Questions, Concerns are Addressed
Immediately
• Client / Consumer Satisfaction: They desire to engage with advisors on digital & social
Better ability to identify, approach, and grow COI relationships
• Assists new advisors cultivate prospects and approach “warm” not “cold”
• Manage reputation, identify new prospects and additional sales opportunities with “social listening”
More Efficient Practice / Organization
• Shorten Sales Cycle: More time-efficient than traditional marketing
• Faster Growth
• Better Productivity: Better Earning Potential, Higher AUM
• Save Money: Social & Digital Less Expensive than Traditional Marketing
Competitive Advantage
• Better Access to Prospects and Gain New Clients
• Address Client Needs Immediately vs. Call Center or Support
• More Efficient, Less Expensive, Faster Growth
• Access to Social Communities with Other Professionals: Better Education and Sharing Best
Practice

27. 27

28. 28
Today’s Focus: Grow Practice / Company
• Penetrate Target Markets
• Cultivate Unlimited Prospects
• Building Centers of Influence

33. 50 is max – joining all 50 helps you with search and connections
No customers are found in Financial Advisor Groups or groups about your financial certifications
Find LinkedIn Groups to fit your clients and potential clients needs

34. Look at your best customer’s groups

35. Look for an alumni group of college, former job or church

42. 42

43. Get here from a Search

45. Get here
from a Profile

51. Can forward the profile to anyone
– They get a link to their profile
– Person gets notified you
viewed their profile
– Viewer may have less view
than sender
Can also export to PDF
– Full profile
– Snapshot in time

55. • InMail is LinkedIn’s way of “cold calling”
• It costs you money (or requires a premium membership)
• You should ONLY use it as a last resort – and then you better be
compelling

59. 59

60. 60

61. OUR SERVICES
Customized Social Media & Digital Sales, Marketing & Recruiting Coaching, Training and Education
designed for the unique goals & objectives of our professional and company Financial Service and
Insurance Industry clients
Analysis of Sales, Marketing & Recruiting
Practices: Comprehensive fact-finder of current
practices. Analysis of current practices and impact of
integrating Social & Digital strategies on the success
and results in reaching your practice or business goals
& objectives.
61
Plan Design for Sales, Marketing &
Recruiting : Integrated Social Media
and Digital Strategy Design and
implementation plan to meet professional
practice and company goals.
Training Programs for Social Media &
Digital Integration: On-going training
programs to ensure successful integration of social
media strategies that deliver maximized results.
On-going support, assistance with roadblocks and
sharing success stories, we’ll track & monitor
program success, analyze results, and deliver
comprehensive reporting on the success of our
Education & Speaking: Customized
education for the unique sales, marketing
& recruiting interests of your practice,
team, company or enterprise. Book us for
speaking events for your organization,
company education, speacial meeting or
events or to your community groups on
customized sales, marketing & recruiting
Recruiting Coaching, Training, Sourcing:
Social & Digital Recruiting Coaching, Training and
Candidate Sourcing integration with traditional
practices for maximized results. Learn effective
value propositions, better candidate attraction,
selection, and interviewing strategies that deliver
results. Active canddiate sourcing available for
inexperienced & experieienced candidates. (1-3
Coaching Social Media & Digital
Strategies: Customized sales, marketing and
recruiting coaching to integrate strategies with
traditional practices that delivers maximized results
for unique goals & objectives. For advisors,
professional groups, companies & enterprises (1-3
Days Classroom)

62. CONNECT WITH US
Connect with Advisology on Social
FACEBOOK
facebook.com/Advisology
TWITTER
twitter.com/Advisology
GOOGLE+
plus.google.com/+Advisology
LINKEDIN COMPANY PAGE
linkedin.com/company/Advisology
PINTEREST
pinterest.com/Advisology
YOUTUBE
youtube.com/channel/UCQhs3wYNfLCj_7Gzp_jxM8Q
62
FINSERV SOCIAL BEST PRACTICES GROUP
https://www.linkedin.com/groups/Financial-Services-Social-Media-Marketing-5057252
ADVISOLOGY BLOG
Advisology.com/blog

63. THANK YOU
FOR YOUR ATTENTION
*
SEE YOU SOON…