Keynote presentation to CAILBA's Annual Meeting, 15 May 2013, King Edward Hotel, Toronto.

1. Social Media Strategies
for Trust Agents
CAILBA Annual Meeting
15 May 2013
Toronto
Presented by:

2. Overview
1. Social media use and demographics
2. What is a “trust agent”?
3. How to be the agency of the future

4. Is Twitter becoming a
financial news service?

5. Bloomberg thinks so

6. What happens when
the stock market is hacked?

7. It responds...

8. We now return you
to our regularly
scheduled programming.

9. User demographics

11. Mass affluent users
Source: Cogent Research, March 2013, Global mass affluent social media users

12. GenY makes up half of
work force in 2018

13. How are financial pros
using social?

14. LinkedIn use dominates

15. Q:What is a
trust agent?
A: It’s a book you should
read. It’s also a perfect
recipe for what a
financial professional
should be doing online.

16. People do business with people
they know, like and trust.

17. The influence economy
Currency
Assets
“Earned media”
Goodwill
=
=
=
Networked people
and content
Transactions
Social capital

18. Your network
Before After
Difference = Greater transparency

19. The long tail
Write a blog post
to drive traffic to your website
3 days 3 years
=

20. Social capital measurement
is growing.

21. The trust equation
___________________________________
Self-orientation
Source:
Brogan and Smith -Trust Agents
Maister, Galford and Green - The Trusted Advisor
T = (C x R x I)/S
Trust =
Credibility X Reliability X Intimacy

22. The social insurance agency
helps its advisors
to become trust agents.

23. Connect with clients, peers
and prospects
You
Client
Client
Client
Client
Client
Peer
Peer

24. Use social networks as
the sales funnel

25. Give, share, help
and always say thank you!

26. 5 things an agency can do to
support advisors in social
1. Provide social media skills training & coaching
2. Help with websites and SEO support
3. Develop a publishing platform for advisor
content and tie it to a lead generation form
4. Find great third-party content for advisors to
share
5. Work with carriers to get shareable content
into the field

27. Benefits of your agency
being a social leader
• Enhances your value proposition to advisors
• Increases business development
• Improves ability to recruit next gen advisors
• Increases visibility of your brand profile and
demonstrates leadership
• Earned media increases your
competitiveness

28. jay@palter.ca
780-868-8433
Copyright 2013 Jay Palter. All rights reserved.
Not for reproduction or distribution without written consent.
JayPalter.ca
linkedin.com/in/jaypalter
@JayPalter
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