Social Marketing for Financial Advisors

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Social
Marketing
for Financial
Advisors.

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Setting the
Scene.

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LINTAS
IMA
NIELSEN
BLUEPRINT
3-­‐D
PUBLICIS
SAATCHI
&
SAATCHI
HERDBUOYS
McCANN
OGILVY
1980
2014

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Managing
some Financial
Planner
challenges.

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ENTREPRENEURS
(ONE
MAN
BUSINESSES)
COMPETITORS,
NEWCOMERS
AND
CALL
CENTRES
MENTORING
AND
SUCCESSION
PLANNING
INDUSTRY
REGULATIONS
AGEING
BOOK

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The
quesNon
is,
what
can,
if
anything,
Social
Media
MarkeNng
do
to
address
these
challenges?

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Social Media:
the WOM
Revolution.

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The
printed
media
has
accepted
the
digital
revoluNon
and
in
doing
so,
managing
their
futures.
Have
you?

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Take
this
quick
assessment
to
predict
your
markeIng
success
in
2015
and
find
areas
to
improve.
1.
Do
you
have
an
a)up-­‐to-­‐date
website
with
at
least
b)one
call-­‐to-­‐acNon
to
get
people
to
interact,
c)sign
up
for
an
email
newsle[er,
d)request
valuable
informaNon,
e)download
a
white-­‐paper,
f)register
for
a
seminar,
or
g)another
way
to
interact?
Value:
5
points
for
one
or
more
calls
to
acNon:
_______
Value:
5
addiNonal
points
for
each
call
to
acNon
that
is
already
generaNng
qualified
leads:
______

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2.
Do
you
have
video
on
your
website?
Value:
Give
yourself
5
points:
______
3.
Do
you
have
a
markeNng
acNvity
that
will
generate
a
minimum
of
5
new
qualified
prospects
each
month
(seminars,
events,
mailing,
email
campaign,
networking,
strategic
alliance
referrals,
client
referrals,
etc)?
Value:
5
points
for
each
acNvity/strategy
that
has
been
proven
or
will
be
likely
to
produce
qualified
prospects:
____

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4.
Do
you
have
a
list
of
more
than
500
prospecNve
prospects
to
mail
and/or
email?
Value:
5
point
with
5
points
for
each
addiNonal
500
prospects
on
your
list:
_______
5.
How
oaen
do
you
contact
your
list
of
prospecNve
clients?
Value:
10
points
for
monthly
contacts
of
email,
mail
or
calls:
_____

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6.
How
many
prospects
do
you
have
on
your
“hotlist”
–
those
you
feel
have
a
high
likelihood
of
doing
business
with
you
this
year?
Value:
1
point
for
each
hot
prospect:
_____
7.
How
many
referrals
did
you
receive
in
2014?
Value:
1
point
for
every
referral
that
became
a
client:
______
Total
Score:
_______

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Predict Your Marketing Success:
Top
Producer:
Score
of
80
to
100+
points
–
you
will
likely
have
a
great
year!
MarkeIng
Up
and
Comer:
Score
of
50
to
79
points
–
you
are
building
a
strong
pipeline!
Just
Ge[ng
Started:
Score
of
30-­‐49
points
–
you
are
on
the
right
track,
but
to
acquire
the
new
business
you
deserve,
more
a[enNon
may
need
to
be
paid
to
your
markeNng.
Opportunity
Alert:
Score
of
0-­‐29
points
–
you
have
all
sorts
of
potenNal
to
make
a
be[er
use
of
your
markeNng
efforts
to
generate
prospects
and
new
business.

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Leveraging
Social Media
Content
Marketing.

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19. WHAT
An effective content mix
WHAT
Regular and realistic
content
WHAT
Different perspectives and
personalities
WHAT
Quality Writing
WHAT
Quality Creative
Defined content, topics,
audience focus, purpose etc.
Editorial / PR calendar Multiple content contributors All text-based content
Visual Design, infographics,
edutainment
Analyse (all digital media is measurable)
Copyright.© Hg80 / 05.2014
GOAL
To build on image as a trusted brand leader.
ACTION
Content Marketing
ACTION
Industry Presence
ACTION
In-depth Customer Education
WHERE
TVC, Print, Website and
Social Media Content Management
WHERE
Brochures, Newsletter etc.
WHERE
Consumer Participation, Consumer
Dialogue and Face-to-face
engagement

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Making Sense
of it all.

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Why People Use Social Media.
MAINTAINING
CONNECTIONS
AND
MAKE
NEW
ONES
SEEK
AND
SHARE
OPINIONS
FROM
OTHERS
A
WAY
TO
ACCESS
ANY
AND
ALL
INFORMATION

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Why On-Line Presence is Non-Negotiable?
NEW
CLIENT
ACQUISITIONS
IF
YOU’RE
NOT
TALKING
TO
THEM
SOMEBODY
IS
CURRENT
CLIENT
RETENTION

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Aligning with the Rules of Social Media
LOW
COST
METHOD
TO
CONTROL
BRAND
REPUTATION
INCREASE
YOUR
VISIBILITY
IN
YOUR
TARGET
MARKET
INCREASE
THE
NUMBER
OF
REFERRALS
YOU
RECEIVE
ENHANCE
COMMS
WITH
EXISTING
CLIENTS
Have
a
Social
Media
Plan
within
the
Means
to
Fulfil.
Become
a
Resource.
Consistency
is
CriNcal.
Don’t
expect
results
if
you’re
not
regularly
pulng
in
Effort.
InformaNon
is
Conquered
Territory.
Relevance
is
the
Ba[lefield.

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Content. The
Essence of
Social
Marketing

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There
are
many
tools
out
there
to
listen
to
Social
cha[er.
The
good
and
the
outstanding.
The
right
tool
will
provide
the
right
insights
from
hundreds/thousands
of
conversaNons
to
plan
the
right
content
for
Financial
Social
MarkeNng.

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Making
Content
ConnecNons
by
Listening
CONNECT
WITH
OTHER
ENTREPRENEURS
ENTREPRENEURS
(ONE
MAN
BUSINESSES)
NEW
INDUSTRY
INSIGHTS
SHARE
DEBATES
INDUSTRY
REGULATIONS
WHAT
FINANCIAL
TOPICS
ARE
TRENDING
COMPETITORS,
NEWCOMERS
AND
CALL
CENTRES
WHAT
ARE
PEOPLE
LOOKING
FOR
IN
FINANCIAL
PLANNING
AGEING
BOOK
WHO
IS
TALKING
AND
WHO
IS
LISTENING
TO
THEM
MENTORING
AND
SUCCESSION
PLANNING

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Social Media is
Dead.
Don’t
panic!
Breathe.
Social
media
101
is
dead
because
it’s
evolving
into
a
new
form.
Social
media
is
moving
from
the
side-­‐lines
towards
the
centre
of
a
more
integrated
digital
strategy.
This
new
digital
world
touches
and
influences
every
aspect
of
communicaNon.
In
fact,
social
media
is
no
longer
a
“nice
to
have”,
it
is
a
“can’t
live
without,”
serving
as
the
primary
distribuNon
channel
for
content
markeNng.

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You
already
have
all
the
content
to
populate
your
content
plan.

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Building
a
business
case
for
innovaNon.

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Measurement

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Measurement

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Measurement

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“A
short
jump
is
certainly
easier
than
a
long
one,
but
no
one
wanNng
to
get
across
a
wide
ditch
would
begin
by
jumping
half
way.”
-­‐
Carl
von
Clausewitz
in
On
War

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Channels

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Linked
In

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Push
Content

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Who
Viewed
my
Profile?

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ConnecNons

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MulNple
Divisions

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AnalyNcs

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Facebook

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Twi[er

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Email

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Blog

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You
Tube

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ArNcles

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Press
Release

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What
happens
when
you
die?

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Change
or
Perish
Customer’s
expectaNon
on
the
web
is
insane.
You
can
no
longer
be
good
at
just
one
thing
or
two.
It
is
a
10-­‐thing
world
and
maybe
a
20-­‐thing
world
soon.
One
trick
ponies
are
becoming
a
liability.
Glory
will
come
to
the
precious
few
who
are
willing
to
embrace
this
changing
world.

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Summary.

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Thank You.