Nationally known financial leader, MarketWatch columnist and speaker to LinkedIn, SXSW & top financial firms/associations brings the latest on social. Topics include: • Best practices for LinkedIn, Facebook and Twitter • What pitfalls to avoid when using social media • How firms are using social right now • How to measure ROI; Increase credibility and reach • How to turn yourself into an expert or influencer • Best ways to leverage content
 to increase SEO • New, emerging social platforms for greater reach www.sociallysavvyadvisor.com

1. SociallySavvyAdvisor.com︎
Presented by:
Jennifer Openshaw
Advance Your Career & Your Company
on Social Media

2. SociallySavvyAdvisor.com︎
Jennifer Openshaw: Problem Solver
for America’s Money & Success
• A nationally known expert
• Founder, Women's Financial Network
• WSJ/MarketWatch columnist
• Advisor, Microsoft, Allstate
• Author, The Millionaire Zone – How the
wealthy network for financial success
@jopenshaw

3. SociallySavvyAdvisor.com︎
Why Social Media?First

4. SociallySavvyAdvisor.com︎Sources:
(1)
ING
Direct’s
USA’s
Sharebuilder
Survey
2012;
(2)
Social
Media's
Growing
Influence
Among
High
Net
Worth
Investors,
Cognet
Research
and
LinkedIn
LinkedIn: 107MM US
Twitter: 232MM Active Users
Facebook: 1.3B Postings
Stats

5. SociallySavvyAdvisor.com︎Sources:
(1)
ING
Direct’s
USA’s
Sharebuilder
Survey
2012;
(2)
Social
Media's
Growing
Influence
Among
High
Net
Worth
Investors,
Cognet
Research
and
LinkedIn
Nearly of wealthy investors reallocated
investments, altered relationships with investment
providers based on content found through SM
70%

6. SociallySavvyAdvisor.com︎
2/3 of millionaires surveyed said they will use
electronic media with their advisors
Sources:
Fidelity
Investments
survey
2011

7. SociallySavvyAdvisor.com︎
How Can Social Media Help YOU Succeed?Q:
1. Warm introductions
2. Knowledge > Expert
3. Prof. Promotion & Marketing
4. Strengthen relationships
5. Find your next job

8. SociallySavvyAdvisor.com︎
How Can You & Social Media Help Your Firm
Succeed?Q:
1. Gather customers – Niche, WOM
2. Promote events
3. Leverage content – build brand
4. Turn CEO into an influencer
5. Service customers, detect issues

9. SociallySavvyAdvisor.com︎
PlatformsSecond

10. SociallySavvyAdvisor.com︎
What Really is Social Media?
Q:

11. SociallySavvyAdvisor.com︎
What if you did NOTHING with social
media? Would it matter to you, firms?Q:
• Opportunity Cost
• Visibility
• Allow Competitors to Define You

12. SociallySavvyAdvisor.com︎
How Are Firms Using It?
Q:

13. SociallySavvyAdvisor.com︎
3 Ways to Use LinkedInQ:
The Business Trade Show
• Prospect - View before meetings
• Live Events – Jobs, Baby
• Broadcast

14. SociallySavvyAdvisor.com︎
How It’s UsedQ:
• ParOcipate
in
Groups
(93.4%)
• Researching
New
Clients
(86.3%)
• MarkeOng
themselves
80.9%
• CommunicaOng
with
wholesalers
76.5%
• InteracOng
with
clients
68.8%
• Sharing
content
with
clients
54.7%
• Research
products
19.3%
Source:
Kasina
Research
&
LinkedIn

15. SociallySavvyAdvisor.com︎
3 Ways to Use TwitterQ:
Cocktail Party Real-time
• Connect, Engage Influencers, Press
• Customer service & Culture > Turn
customers into ambassadors
• Follow, research businesses, competitors

16. SociallySavvyAdvisor.com︎
Is Facebook Worth the Time?
Q:
The Pub
• More personal
• Connect with clients and prospects
• Share photos, thoughts, comments
• Interact and comment
• Shopping mall analogy
• Follow media, partners, competitors

17. SociallySavvyAdvisor.com︎
How Do You Measure ROI/Success?Q:
• Engagement: reads/views
• Including your profile!
• Registrations, sign-ups to a tool
• Feedback
• ROI? Who Cares!
• “A new family a week!”-
David Edwards, Heron
By
monitoring
analyOcs,
“we
can
determine
where
to
spend
the
next
dollar….
Beaer
to
meet
someone
who’s
already
engaged
with
us
online
and
expressed
interest
than
to
meet
someone
who
hasn’t.”
CMO
Mark
McKenna

18. SociallySavvyAdvisor.com︎
Building SuccessThird

19. SociallySavvyAdvisor.com︎
How to Build a Compelling LinkedIn
Profile? 94% of Recruiters Use LinkedIn to
Vet CandidatesQ:
• Be Found > Key Words
• Custom URL – LinkedIn/In/JenOpenshaw
• Headline that Rocks
• Summary 3-5 graphs, bullets, specialties
• Personal is OK
• Add multi-media – Power of Pictures!
• Old-Fashioned Networking Still Matters

20. SociallySavvyAdvisor.com︎
Can Social Really Impact my Career?
Q:
94% of recruiters use LinkedIn to Vet
• Be Found > Key Words
• Custom URL – LinkedIn/In/JenOpenshaw
• Headline that Rocks
• Summary 3-5 graphs, bullets, specialties
• Personal is OK
• Add multi-media – Power of Pictures!
• Old-Fashioned Networking Still Matters
Guidance
from
LinkedIn
automaOcally
assists
with
key
words
in
your
profile

21. SociallySavvyAdvisor.com︎
How to Become an Influencer?
- Multiple content, multiple waysQ:

22. SociallySavvyAdvisor.com︎
How Can You Leverage Content?
Not just once; Many!Q:
Example: Speech or TV appearance
• Say
something
new,
relevant
• Write
an
arOcle
–
(Local/naOonal
paper,
assoc.,
industry)
• Take
photos
and
Tweet
it
• Tape
for
Youtube
• Picture
on
Pinterest
• PPT
on
SlideShare

23. SociallySavvyAdvisor.com︎
What Types of Content Work Best?
Make it compellingQ:
• Original
&
Unique
• Engages
(quesOons,
survey)
• Visual
sOmulaOon
• Video
–
Blue
Sky,
drives
SEO

24. SociallySavvyAdvisor.com︎
How Can You Drive Attendance… and
Brand with Content?
Highlight
an
event
in
a
LinkedIn
Post
or
Tweet
with
link
to
register/learnmore
Q:

25. SociallySavvyAdvisor.com︎
How Can You Drive More Reach,
Credibility & Relationships?
​ How?
Re-­‐tweet
posts
from
influencers.
​ Here,
mutual
fund
company
T.Rowe
retreats
posts
from
​ Selected
financial
planners,
industry
associaOon
execuOves
and
members
of
the
media.
​ How
are
your
influencers?
Q:

26. SociallySavvyAdvisor.com︎
How Can You Improve Success of Sales Team?
Q:

27. SociallySavvyAdvisor.com︎
How Can You Boost Search Engine
Rankings? With Video!Q:

28. SociallySavvyAdvisor.com︎
How are firms using Social?
To “Listen” for Trends
IdenOfy
Client
Needs,
CompeOOve
Trends
and
SenOment
Analysis
Q:

29. SociallySavvyAdvisor.com︎
Can You Promote New Products?
Yes – Just don’t omit important information
A Tweet can be an
invitation to learn more.
A link to product
disclosures in Twitter
allows for social sharing
and legal compliance
Q:

30. SociallySavvyAdvisor.com︎
What are New Platforms to Consider
Q:
How?
• Create infographics
• Post a photo
• Share interests
Pinterest: 70MM users, Women, 25% of Fortune 1000 firms

31. SociallySavvyAdvisor.com︎
How About SlideShare?
Q:
The YouTube for
for presentations
NICSA’s PPT on New
Hedge Fund Rules drew
12,000 views

32. SociallySavvyAdvisor.com︎
What do you wish you knew when you
got started using social media?Q:
• Blurring of the personal vs
professional: There is no separation
• Single platform or system
• Easier than you think

33. SociallySavvyAdvisor.com︎
What are Top 3 Takeaways for You?Q:
• Start with you LinkedIn Profile
• Share ideas with firm/business unit
• Amplify your expertise & successes

34. SociallySavvyAdvisor.com︎
Help
You
&
Your
Firm
Succeed
on
Social
To
order
books:
Amazon
or
Wiley
For
bulk
orders/
discounts:
Tula
Batanchiev
tbatanchie@wiley.com
(201)
748-­‐5622
To
contact
Jennifer:
(203)
769-­‐5630
or
info@sociallysavvyadvisor
Today