InfluenceAdvisor LinkedIn Strategy For Advisors
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Financial advisors have a huge opportunity to solidify relationships and uncover new opportunities through social media, especially LinkedIn. We understand the pressures and challenges of advisors and advisory firms. We guide advisors to optimize their profile, consistently update their network, and expand their spheres of influence. Studies show that affluent investors are increasingly using social media, especially LinkedIn, to find advisors linked to people they know, like, and trust. This is not a cookie cutter service. We treat each advisor and advisory firm individually with custom programs tailored to their needs.
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InfluenceAdvisor LinkedIn Strategy For Advisors
- 1. LinkedIn Trends, Outlook and Action Plan for Financial Advisors in 2014
- 2. 2014 Trends • Many new features make LinkedIn a cross between a professional web site and social sharing platform. • The integration of Slide Share and blogging extends and enhances a LinkedIn profile. • Accelerated adoption of social media (especially LinkedIn) by advisors. • Advisors are demonstrating success in uncovering and closing on new business through LinkedIn.
- 3. Use of Social Media by Advisory Firms 2Q 2014 UPDATE: Innovation: Ameriprise’s use of app that allows you to find an advisor based on your LinkedIn connections. || Surprising: Lack of use of Google +, considering how important Google considers it. | Didn’t see any LinkedIn Showcase pages. || Continuing trend: Low YouTube traffic for talking heads. Companies can’t produce video that competes with financial TV (CNBC) consumers are used to. Too many talking heads. || Stands Out: Ameriprise focuses on Facebook to reach mass consumer audience. || To watch: How Commonwealth develops its new blog. © Proprietary research InfluenceAdvisor.com
- 4. Advisors are increasingly using social media to solidify relationships and uncover new opportunities
- 5. Affluent investors are increasing use of social media to solidify relationships and uncover opportunities
- 8. Why LinkedIn for Advisors?
- 9. InfluenceAdvisor LinkedIn Program • Stage 1: Optimize • Stage 2: Build Trust • Stage 3: Reach Out / Get Referrals
- 10. • Recommendations on photo • Keyword rich summary based on exploratory interview • Uploading of PDF, Excel, Word, video, logo and audio files • Tagging and content for all files • Integrate SlideShare w/ LinkedIn • Blog or RSS news feed on profile • Disabling or modifying “Recommendations” and Endorsements for “Skills & Expertise” • Compliance strategy Step 1: Optimize Profile • Involves LinkedIn strategist and professional writer • 10 day turnaround w/materials • Essential foundation for Step 2 and Step 3 LinkedIn Programs For Advisors
- 11. • Post consistent updates • Join and participate in groups • Expand and diversify your network • Comment on timely news – add value • Integrate presentations, events, RSS feeds • Contribute to “Answers” Step 2: Build Trust • 3 month minimum commitment • 3 hours monitoring of progress and dedicated coaching via Skype • Monthly progress / status • Goal setting / achieving LinkedIn Program For Advisors
- 12. • Identify prospects to help you reach your goals - 2nd and 3rd degree connections. • Individual outreach strategy, follow-up assessment. • Update and fine tune your profile. (Step 1) • Continue to Build Trust (Step 3) Step 3: Advanced Search / Referrals • 3 month minimum commitment • 3 hours monitoring of progress and dedicated coaching via Skype • Monthly progress / status • Monthly goal setting review LinkedIn Program For Advisors
- 16. Benefits of LinkedIn “Showcase” Page Own Keywords that will influence LinkedIn search and Google search. Showcase Pages are highly leveraged branding tools that are not widely used. There is opportunity to own valuable keywords and drive attention.
- 19. 845 Third Avenue, 6th floor New York, NY 10022 influenceAdvisor.com http://influenceadvisor.com/resources Mark Rose mark@influencecentral.com https://www.linkedin.com/in/mrosepr
Notas del editor
- As of June 17, 2014 – proprietary research InfluenceAdvisor. If you re-use this information please site sourse: InfluenceAdvisor.com Ameriprise Facebook: 72,029 Likes. https://www.facebook.com/Ameriprise Twitter: 2,645 Followers. A resource for news media, providing the latest updates and information from Ameriprise Financial. https://twitter.com/Ameriprise_News YouTube: 1,155 Subscribers. Commercials, market analysis. https://www.youtube.com/user/Ameriprise LinkedIn: 47,166 Followers. Used for recruitment. https://www.linkedin.com/company/ameriprise-financial-services-inc Website, home page. A link to finding an advisor through LinkedIn connections. http://www.ameripriseadvisors.com/ Raymond James Facebook: 4,069 Likes. https://www.facebook.com/RaymondJames Twitter: 5,366 Followers. https://twitter.com/RaymondJames LinkedIn: 21,678 Followers. https://www.linkedin.com/company/raymond-james-financial-inc- YouTube: 111 Subscribers. https://www.youtube.com/user/raymondjames Google +: 4 Followers. https://plus.google.com/u/0/111668658646947160363/about Commonwealth Financial Network Blog: posts on practice management, succession planning, marketing; sidebar links to white papers and magazine. No comments or engagement. YouTube: 49 Subscribers. Monthly “Market Thoughts” from CIO; “Mind Over Money” series has low traffic. https://www.youtube.com/user/CommonwealthBD Twitter: 624 Followers. Actively Tweeting supporting blog posts, conferences, community events. https://www.facebook.com/CommonwealthFinancialNetwork Facebook: 929 Likes. https://www.facebook.com/CommonwealthFinancialNetwork LinkedIn: 3,763 Followers. https://www.linkedin.com/company/commonwealth-financial-network Google+: Inactive. https://plus.google.com/u/0/110505839219052745768/about LPL Financial Facebook: 6,688 Likes. https://www.facebook.com/LPLFinancialLLC Twitter: 10.2 K Followers: https://twitter.com/LPL LinkedIn: 19,075 Followers. https://www.linkedin.com/company/lpl-financial YouTube: 101 Subscribers. https://www.youtube.com/LPLFinancial Google +: 3 Followers. https://plus.google.com/u/0/118043229518223959646/about
- Investment news infographic advisers and social media Investment News Social Media Report - August 2013; Advisors and Social Media; New survey results on adoption of social media by financial advisors, financial planners, investment advisors and investment brokers http://www.slideshare.net/crystalthies/investment-news-infographic-advisers-and-social-media
- LinkedIn, in partnership with FTI Consulting and Cogent Research, May, 2012 http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_FinancialAdvisorsResearch_2012.pdf
- -- 62% of financial advisors actively prospecting on LinkedIn over the past year converted new clients from that process. -- 32% of the financial advisors who converted new clients from LinkedIn had $1 million or more in new assets under management from new clients. -- There are 5 million “affluent investors” with $100,000 or more in investable assets and 73% of them use LinkedIn to research investment decisions. -- The “ultra affluent investors” with $5 million or more in investable assets are 157% more likely to trust articles shared on LinkedIn and 37% more likely to trust information shared by their LinkedIn network. -- 52% of affluent investors say that they would interact with financial advisors via social media, but only 4% currently are being engaged by financial advisors online. * LinkedIn, in partnership with FTI Consulting and Cogent Research, May, 2012 http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_FinancialAdvisorsResearch_2012.pdf
- More success stories. Morgan Stanley: The company announced in June that it’s going to roll out access to Twitter and LinkedIn to all 17,000 financial advisors (NY Times story) $2.6 million rollover: How Morgan Stanley advisor Mark Scribner used LinkedIn to land a $2.6 million 401(k) rollover (Wall Street Journal article) $70 million account: Mitchell Rock explains how LinkedIn generated business for his group, including a $70 million account (Reuters)
- Targeting Mass Affluent, Affluent, and Ultra Affluent Market research, economic trends, commentary. Advisors can offer their own personality and insight to engage in content-marketing, even as an independent. Advisors must market for new clients – social media is a shift in their marketing attention, and does not necessarily an added burden. http://www.slideshare.net/LImarketingsolutions/linked-in-hnwinvestorresearch2012-13635022
- 5 Action Points --‐ 1: Clearly define a Specific Goal --‐ 2: Think of People who Can Help You Reach Your Goal --‐ 3: Use LinkedIn’s Advanced Search --‐ 4: Find People who Can Help You --‐ 5: Get Introduced to People who Can Help You