Social media for Financial Advisers
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Social Media Best Practice for Financial Advisers Amanda Brown BA MSc DIC Managing Director Alterra Business Consulting Ltd
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Presentation given at the PIMS Forum held in May 2013 to financial advisers. Social media is a hot topic due to compliance and the new FCA. The presentation considers how financial advisers might integrate social media into their marketing strategy.
Transcript of Social media for Financial Advisers
Social Media Best Practicefor Financial Advisers
Amanda Brown BA MSc DICManaging DirectorAlterra Business Consulting Ltd
Session Outline
• The State of Social Media in the UK• Social media management• Social media content• Q & A
The State of Social Media in the UK
The State of Social Media in the UK
LinkedIn members in and around London
3.52 m – 50 miles
3.02 m – 35 miles
2.59 m – 25 miles
1.84 m 10 miles
LinkedIn – optimise your profile
Optimise your Personal Profile
• Know your Keywords• Edit your Profile• Build your connections• Answer questions• Gain recommendations• Be active
Advanced People Search
Company pages
• 1 billion tweets are posted per week• There are 200 million active Twitter accounts• Worldwide 25% of consumers now have a Twitter account • 38% of users tweet at least a few times a week
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The main reasons people use Twitter:• Following celebrities (34%)• Keeping up-to-date with information (33%)• Connecting with friends (32%)• Connecting with new people (27%)• Expressing opinions and making their voices heard (27%)
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Social media management
• Building a social media strategy with defined goals and metrics
• The advantages/disadvantages of in-house management vs. outsourcing to specialists.
Marketing Media
Outbound - Push Inbound - Attract
Print ads Blogs, Ebooks, White papers
Television ads Social media
Cold calling Search engine optimisation
Trade shows Webinars
Email marketing Feeds, RSS
Outbound MarketingPROS1. Reaches the masses2. Effectiveness can be measured3. Offers tried and tested results
CONS4. Expensive5. Low conversion rates6. Harder to get prospects to listen7. Prospects turned off by interruption messages8. Prospects are less trustful9. Does not initiate or require engagement
Inbound Marketing
PROS1. Inexpensive2. Handled by one person3. Reaches targeted customers4. Builds credibility and loyaltyCONS5. Time consuming6. Can be overwhelming7. Can be slow to produce results8. Learning curve can be long and confusing9. Can be difficult to measure the results
Components of inbound marketing
ContentBlogs, videos, articles,
ebooks
Social Media
LinkedIn, Twitter, Facebook,
YouTube, Forums, blogs
SEOOn page, off page,
page linking, keyword analysis
Social media strategyUse outbound activity to create inbound interest
Client
Sales process
Education process
Email sign up
Outbound marketing
Inbound marketing
Social media strategy
• Who is your audience?
• Which platforms do they engage with?
• What content do they read?
• How frequently do they want to be informed?
Tailor valuable messages to the right audience on the most appropriate platform on a timely basis
In-house v. Outsourced
TimeExpertiseAffinity
Cost effective
ControlCompliance
Costly
Social Media Content
Remaining compliant
• Ask questions
• Comment on relevant news
• Share your website
• Support your team
• Promote events
• Avoid the obvious pitfalls
Thank you for listening – any questions?
