1. Web 2.0 and Social Media
How to build relationships and
expand client communications in a
digital world
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2. Overview Social Networking
• What is Web 2.0?
• Types of Social Media, why use?
• How to build good online presence
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3. Big Question #1
What can Web 2.0 and
Social Media do for me?
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4. FPA Survey Says …
43% of advisors now use a networking or
social media site.
Surprisingly, 60% of those surveyed say
they generated at least
16 leads a year.
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5. "Web 2.0” Defined
The second generation of web development and
web design that facilitates information-sharing
and collaboration on the
World Wide Web.
Basically taking the web from
a one-way medium to
a two-way medium.
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6. Spider Marketing
Website with lots
of rich multimedia
Linking to other colleagues’
sites, association master sites
Interactivity on other blogs and websites © Impact Communications, Inc.

7. SCOPE
Business Activities Outlets Issues
Marketing LinkedIn Compliance
Reporting Facebook, My Space Control
Researching YouTube Efficacy
Transacting Twitter, Blogger IT Needs
Recruiting Yammer, Linked FA Time Commitment
Monitoring Ning, Groupsite Reputation Mgt.

8. Online Presence Rules
• Have a good website = credible resource
• Add Web 2.0 interactivity = 2-way street
• Add multimedia = rich experience
• Set up Google News Alerts = monitor name
• Use Google Business Directory = SEO
• Create “validating links” = page ranking
– Cross link to reputable organizations, articles, peers
• Pursue media placements = credibility
• Use newswire service = online pick up, feeds
• Install Google Analytics = understand traffic flow
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9. Achieving the Right Marketing Mix
Direct
Communications Industry
Correspondence,
Leadership
Post Cards, Peer Networking,
Newsletters, Credibility Factors
Email, Telephone Advertising
Targeted
Hosted Events
Client
Appreciation and
Bring-a-Friend
Niche Market
Visibility
Volunteering,
Public Outreach
Networking,
Seminars, Media Relations Speaking, Writing
Sponsorships, Getting Published
Fund Raisers Ups Visibility and
Credibility
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10. How Does Web 2.0 Play In?
Direct
Communications Industry
Correspondence,
Leadership
Post Cards, Peer Networking,
Newsletters, Credibility Factors
Email, Telephone Advertising
Targeted
Hosted Events
Client
Appreciation and
Bring-a-Friend
Niche Market
Visibility
Volunteering,
Public Outreach
Networking,
Seminars, Media Relations Speaking, Writing
Sponsorships, Getting Published
Fund Raisers Ups Visibility and
Credibility
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11. Google Local Directory Listing

12. Event Marketing Made Easy

13. RegOnline.com

14. BoulevardR

15. Screen Shot Brett Ellen’s FAN page

16. Kids Finance Coach blog

17. What is Scribd?

18. Scribd - Continued

20. Building Your Online Reputation
• PR Web / PR Podcast – www.PRweb.com
• 24-7 Press Release – www.24-7PressRelease.com
• Google Local Business Center – www.google.com/local
• LinkedIn – www.linkedin.com
• Blog and Micro-Blog – www.blogspot.com tied to www.twitter.com
• BlogTalk Radio – www.blogtalkradio.com
• iTunes and YouTube - www.itunes.com and www.youtube.com
• BoulevardR – www.boulevardr.com/referral/impactcomm
• Financial Advice Network – www.financialadvicenetwork.com
• Traditional websites:
– Your own + affiliated companies and associations
– News outlets (radio, television, print)

21. Managing Your Online Reputation
• Google News Alerts – www.google.com/alerts
• Social Mention Alerts – www.socialmention.com
• Cyber Alerts / Media Clips – www.cyberalerts.com

22. Lots of Roads
Social Media
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23. Marie’s Quick Overview
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24. Quick Facts - Linked In
• Business-oriented social networking site
• Mainly used for professional networking
• Average age: 41 years old
• Average salary: $110,000
• 45 million registered users (July 2009)
• 116 million worldwide monthly unique visitors
• 170 different industries
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25. Benefits of Linked In
• Credible business referral network
• Professional resource
• Tool for content syndication
• Groups and communities
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26. Tips for Linked In
• Create a strong profile
• Have a good picture
• Write to be read
• Share your website
• Monitor recommendations
• Use Groups: Keep in contact with certain people
• Provide resources for users
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28. Answers/Questions
• Ask a Question
• Answer a Question
• Creates a community feel
• Opportunity to meet new people
• Demonstrate expertise
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29. Facebook - Personal

30. Tie Facebook to Twitter

31. Creating a Business Page on Facebook

32. Which Hat Are You Wearing?
Here’s my strategy:
• Website = 99% business formal
• Blog = 99% business casual
• Linked In = 99% business formal
• Facebook (personal) = 99% personal
• Facebook (business) = 99% business casual
• Twitter = 80% business casual
• New media = 99% business casual
• Business networks = match their tone
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33. © Impact Communications, Inc.

34. Twitter is a teaser...

35. Twitter is a teaser...
• to your website
• to a great article
• to valuable resource
• to a photo
• to a brochure
• to a referral
• to a media opportunity
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36. What Is It Really?
• A service that enables users to send
and read messages known as Tweets
• Tweets can be sent via mobile phone
or computer
• Tweets focus on the question: what
are you doing? Or: what’s happening?
(but it doesn’t have to work that way)
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37. Essentially a Micro Blog
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38. Mobile Use
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39. How Can You Use Twitter?
• Share Expertise to Build Credibility
• Grow Your Network
• Soft Marketing
• Gather Information
• Follow a Group of People
• Do the Right Thing
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40. Marie Swift’s Such a Teas on Twitter

41. Inside Look at Tweets

42. Podcasting
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43. Why podcasts?
• Constant reach to your audience
• Build brand awareness
• Educate your clients
• Build trust
• Transparency
• Voice builds connection that text can’t
• Gives you reasons to blog, Tweet about it
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44. Podcast Plans
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45. Bronze Podcast Plan
• BlogTalkRadio.com
• Use your phone and call in
• Easily shares
• Online channel
• AudioAcrobat.com
• Easy alternative
• Create fancy buttons and player bars
• Put on own website
• Submit to iTunes © Impact Communications, Inc.

46. Silver Podcast Plan
• Use your PC and microphone-direct line in
• Get Software: Audacity, Audioacrobat, etc.
• Create own website
• Submit to iTunes
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47. Gold Podcast Plan
• Get a Mac and Professional Equipment
• Buy Software: Garageband/Logic Pro
• Create own website
• Submit to iTunes
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48. Using Multi-Media on Blog or Site

49. Big Question #2
How can I learn more on my own?
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50. www.commoncraft.com
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52. 165,861 hits
on iTunes
fast, fun & Insight into the business practices of the industry’s elite financial
informative advisors and provides actionable practice management tips and
advice to help advisors run a more efficient, profitable and
satisfying practice.

53. Still not convinced? A little friendly persuasion…

54. Helpful Links
• Article: Financial Planning magazine (Dec 2009) – Socially Adept, by Chris Hall:
http://www.financial-planning.com
• Article: Morningstar Advisor (Nov 2007) - Using Web 2.0 to Build Trust with Clients, by Marie
Swift: http://advisor.morningstar.com/articles/article.asp?docId=13597
• Article: Research magazine (May 2009) - What Do Prospects Find When They Google You?, by
Jane Wollman Rusoff: http://www.researchmag.com/Issues/2009/May-1-2009/Pages/What-Do-
Prospects-Find-When-They-Google-You.aspx
• Article: Financial Advisor magazine (April 2008) - Keeping the Lines Open, by David Drucker:
http://www.financialadvisormagazine.com/component/content/article/1-
features/1957.html?Itemid=42
• Article: Sales & Marketing Blog (Nov 2009) - Expand Your Reach with Web 2.0 and Online Social
Networking, by Marie Swift: http://www.blog.sesameforums.co.uk/home/16-expand-your-reach-
with-web-20-and-social-networking-online
• Podcast: Enhance Your Marketing with T.M.I. - Live at the Nebraska FPA, with Chris Hall:
http://advisorpod.com/MSFPA
• Video: Web 2.0 Revolution: A Little Friendly Persuasion: http://marie-
swift.blogspot.com/2009/08/friendly-persuasion.html
• Video: 2-minute compliance speech by Nancy Johnson Jones at FPA Anaheim 2009:
http://fpatwitterlive.blogspot.com/2009/10/nancy-johnson-jones-strategic.html

55. Web 2.0 and Social Media Boot Camp

57. Big Question #4
Sounds great …
but can I really do this?

58. Impact Communications
© 2010 Impact Communications, Inc. All rights reserved.
No portion of this presentation may be reproduced without
the express written consent of the author.
800.974.7753
www.ImpactCommunications.org