Social media for financial planners
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Presentation on social media for business delivered to AXA financial planners, March 2011
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Social media for financial planners
- 1. Doing business using social media Mel Kettle 1
- 2. Doing what you have always done will no longer get you what you have always got
- 4. Social media = #1
- 6. Social media is: • Instant • Interactive • Accessible • Measurable • User generated content
- 7. Social media allows you to: • Listen • Talk • Share • Ask • Refer • Engage • Connect
- 8. “By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009
- 9. Social media facts • Gen Y outnumber baby boomers: 96% of Gen Y use social media • Gen X and Y consider email to be a thing of the past • YouTube is the 2nd biggest search engine • The news finds us • Social networking site usage grew 88 percent among Internet users aged 55-64 between April 2009 and May 2010 • In 2009, social gamers bought $2.2 billion in virtual goods; Predicted to increase to $6 billion by 2013. • 86% of B2B firms are using social, compared to 82% of B2C. • B2B firms aren’t as active in their social media activity with only 32% engaging on a daily basis compared with 52% of B2C firms. • 53.5% marketers use social media as part of their marketing strategy. Increased from 45% in 2009
- 10. Social media facts • B2B marketing spend on social networking is predicted to rise 43.3% of marketing budgets • The average Facebook user has 130 friends and is connected to 60 pages, groups and events. • More than 30% twitter users access twitter via their mobile phone. • 77% of Internet users read blogs. • There are currently 133 million blogs listed on leading blog directory Technorati. • 60% of bloggers are between the ages 18-44. • One in five bloggers update their blogs daily. • Two thirds of bloggers are male. • Corporate blogging accounts for 14% of blogs.
- 11. Social networks used by Small Business Twitter 78% Facebook 75% LinkedIn 30% Tumblr 11% Flickr 13% Wordpress 22% Blogger 10% 0% 20% 40% 60% 80% Source: www.prdaily.com
- 12. Financial services and social media • 72% have a social media account • 88% facebook • 58% LinkedIn • 24% twitter • 20% YouTube • 6% blog • Mostly facebook to connect with family/friends • LinkedIn preferred for recruitment Source: www.mergisgroup.com
- 14. Networking by financial professionals • 45% written communications (emails, letters) • 28% primarily network face-to-face • 15% via social media. • 46% use social sites to network with both personal and business contacts • 25% approached about a career opportunity via social networking (68% LinkedIn) • 42% research a company’s social media as part of company research
- 15. networking referrals branding content relationships news influence hiring feedback goodwill leads traffic sharing publicity community
- 17. Age of users 30% 23% 15% 8% 0% 13-17 18-25 26-34 35-44 45-54 55+ Twitter Facebook Twi3er ‐ 17% aged 25 or under; 53% aged 35 or over Facebook ‐ 40% aged 25 or under; 37% aged 35 or over
- 18. What does this mean for you?
- 19. Social media is NOT a fad
- 21. WHY? • Allows you to engage and connect with your customers • Gives you a greater online presence • Gives you greater brand credibility • Your competitors are there • Conversations are happening about your business and your industry whether you are there or not
- 25. Twitter facts • 87% of all people are aware of twitter • 200 million registered accounts • 140 million tweets per day • 460,000 - average no. new accounts PER DAY last month • 27% log in every day and 37% log in via a mobile device • 52% update their status every day • 52% women • 25% follow a brand, 67% will purchase • 7 languages - top languages: English, Portugese, Japanese and Spanish • Top countries: US, India, Japan, Germany, UK, Brazil, Canada, Indonesia, Australia and Spain
- 26. Twitter terminology • Handle - your twitter name @melkettle • Re-tweet - forwarding someone else’s tweet • DM - direct message just to you • @ reply - when a tweet is written directly to your handle eg @melkettle loved your article • Hashtag eg #SNCGC - a way to categorize tweets. It creates a way for people to view related tweets
- 30. www.twi3er.com GET STARTED NOW!
- 32. Have a plan
- 33. Who do I follow? • Your clients • Your competitors • People who might refer clients to you • Accountants, lawyers, bankers, stockbrokers, property agents, industry bodies, media, coaches, ASX, ATO... • People who interest you! Food, wine, sport, celebrities...
- 34. What do I say?
- 35. Listen
- 39. Share
- 40. Congratulate people • 5. Congratulate people
- 42. • 2. Let others know you are listening
- 43. Tools to make it easier • 3rd party applications - Tweetdeck, Hootsuite • Mobile apps - Twitter, facebook, LinkedIn • Shorten links - bit.ly, tiny.url • Add photos - twitpic, plixi.com • Lists
- 44. Managing multiple accounts • Tweetdeck - multiple twitter, also update facebook, MySpace and LinkedIn • Hootsuite • Co-Tweet - helps multiple people access a corporate twitter account
- 45. Case study: @FletcherTax Accountant specialising in tax compliance for micro and small business • Passion for business owners to take control of their finances • Increased traffic to website/blog = new prospects and clients • 20% of leads via twitter • Keep up to date with latest industry news • Make connections with complimentary advisors • Australia wide PR opportunities • No specific time allocated - 20 minutes 2 x a day, when on hold to the ATO • Tax is a dry subject - mix it with practical tips • People connect with people - great introduction/filter for prospects • Facebook and LinkedIn are less used - prefers twitter
- 46. Case study: @IDEALAW • Boutique law firm in Brisbane, specialises in IT law • Keeping on top of industry news - IT and law • Collaboration with other lawyers/legal academics • Networking and chatting with people in IT industry • Profile building - media and key IT commentators • Time spent - pop in and out during the work day. After hours and weekend tweeting is more social/personal. • Attracts people who are looking for a lawyer who’s not like a lawyer. • Twitter is only part of the relationship building process. • 25% of new clients via twitter • No paid advertising for 4 years • Facebook is for friends and family • LinkedIn - so there is a profile for people to find
- 48. LinkedIn facts • Launched 5 May 2003 • A new member joins every second, or approx 1m every 12 days • Over 100m members • 56% outside of USA • Over 1 million Australians • Nearly 2 billion people searches in 2010 • 80% of companies using LinkedIn as a primary tool to find employees • 69 of the Fortune 100 companies use LinkedIn as a hiring tool • More than 1 million Company Pages
- 49. www.LinkedIn.com
- 50. Benefits • A way of connecting with other professionals • Find, be introduced to and collaborate • Join groups • Be found for opportunities • Recruitment - find a job, find employees • Discover connections • Give and receive recommendations
- 51. Me My connecFons = 522 2 degrees = 69,700+ 3 degrees away = 4,637,000+
- 52. Groups
- 53. Recommendations
- 54. Jobs
- 55. Case study CPA creating national client opportunities • Used LinkedIn to market and network across the globe, generating business directly and indirectly • Active member of a many of LinkedIn Groups • Actively seeks and gives recommendations to and from clients and professional colleagues • Recommendations were essential for creating new relationships, strengthening existing relationships, and gaining attention of individuals seeking his professional services
- 57. Facebook facts • Founded 4 February 2004 by Mark Zuckerberg • 500m users (about 8m in Aust) • 54% women, 46% men • 70% users outside the US • 40% users aged 25 or under • 37% aged 35 or over • Fastest growing category, women aged 55-65 • 50% active users log in every day • Facebook gets more hits than any other website • Average user has 130 friends • People who use Facebook on a mobile device are twice as active as non-mobile users • 40% follow a brand. 51% of these will purchase that brand
- 58. Business pages • Less detail than a personal page • GREAT way for business to reach consumers • Can advertise • Can customise • Make it interesting • Add links • Engage and listen to customers • Monitor your page for spam • Don’t use a personal page for business!
- 59. • Facebook places • Facebook deals • Advertising
- 60. Business pages
- 61. Analytics
- 62. Users
- 63. How do I create a social media strategy ?
- 64. Integrate it into ALL your marketing
- 66. Staging • Work out what platform/s you want to use (facebook, twitter, blogging etc) • Go where your clients and market are • Set goals - Specific, Measurable, Actionable, Realistic, Timely • More quantitative than qualitative - it’s more about generating word of mouth
- 67. Know your market • Who are your customers? • Who are you suppliers? • Where do they come from? • What do they want from you? • How can you give it to them? • Make them feel valued.
- 68. Broadcast
- 69. Broadcast • Communicate key messages about your brand
- 70. Broadcast • Communicate key messages about your brand • What do you want people to know about you?
- 71. Broadcast • Communicate key messages about your brand • What do you want people to know about you? • More about living the philosophy of your brand than actually talking.
- 72. Broadcast • Communicate key messages about your brand • What do you want people to know about you? • More about living the philosophy of your brand than actually talking. • Let your brand shine through your social media interactions
- 73. How often do I post????
- 74. Respond • Engage regularly • Focus on the quality not the quanity of followers • Reply and interact with customers • One on one communication between your brand and your clients
- 75. Engagement • More integrated engagement and communication • Establishing communities • Other people will have conversations about your brand, without you needing to participate • Engagement with other social media and brands
- 76. Facilitate • You no longer need to lead the conversation but you facilitate the conversation • Benefit - by steering the conversation you can gain a greater understanding of the needs of your clients
- 77. Monitor • Monitoring conversations provides you with more and more insights into what your clients do and don’t want • Allows you to provide a more complete service
- 78. Promote yourself
- 79. Measure what you do • Qualitative vs Quantitative • How often you engage • Number and nature of comments • Visits from links to your sites • Sales or new opportunities or other business benefits • Increased word of mouth
- 80. How to win... • Take it seriously • Choose the right platforms • Do what you are comfy doing • Be interesting • Don’t just talk about YOU • Move quickly • Be interactive • Invest time and money • Integrate social media with all your marketing
- 81. 75% of SMEs don’t have a social media policy
- 82. Social media policy • No point banning social media - it’s mostly mobile! • Keep it simple • Link it to a code of conduct or media policy • Who is approved to officially speak? • Who is authorised to create social media accounts • Set boundaries for personal content • Guidelines on incorporating work into personal • What is off limits? • What can staff discuss on their networks?
- 83. Thank you. @melkettle www.melkettle.com.au