Understanding How Social Media Can Help

FPA 2011 NATIONAL CONFERENCE. 16 – 18 November. Brisbane Convention & Exhibition Centre.

TOGETHER WE’REraising THE BAR.

Under standing H ow Social M edia C an B uild Your B usiness

R achel Staggs & Owen C ope



We Promise to

• E xplain why social media is impor tant to F inancial Planner s

• Show you what success should look like• Show you how to tur n social into business• G ive you tips you can use tomor row• Show you some social media tools• Show you how to create relevant content



Some I nfo

• Web usage in A ustr alia has reached matur ity and the growing trend is towar ds mobile and tablet usage

• 73% of online A ustr alian’s are asking for other s opinions on things

• I n 2009 social web use sur passed email for the fir st time

• Over 9 million user s on face book – A ustr alia

• Av. age of L inkedI n user is 41, ter tiar y qualified and a business decision maker



Definition of social media – what is it?



G oals of social media – become tr usted



5 G oals

• R elationship building – enables business to inter act with consumer s, business, their fr iends, peer s and more. B uilds value

• B r and building – inexpensive way to promote your br and and increase br and loyalty

• PR – a mar keting channel where business can share impor tant infor mation and educate the mar ket – r id of negative perceptions



………

• Promote – infor m people of upcoming seminar s, events, new products/ser vices – making people feel valued and in touch

• M ar ket research – there are inexpensive tools available to allow you to lear n more about your clients, lear n their buying patter ns, wants, needs and lear n about your competitor s



Number one tip



W hen you go back to the office on M onday…..



4 steps you can take

1. Take a look at what other s are doing – watch and listen2. E xplore the var ious social media tools that are available3. I dentify the tools that are a str ategic fit with your

networ king and mar keting plan4. G et star ted by exper imenting with one social media tool

and see what happens



H ow are other F inancial Planner s using social media?



facebook

• Suppor t recr uitment – give potential employees an idea of the culture

• A dver tise events they are holding and get other s involved• C ompetitions • Distr ibuting their newsletter• C reating a reputation through ‘ likes’



L inkedI n

• C ommunicating with potential and existing refer r al par tner s

• C reating communities for professional clients and allowing them to networ k and refer each other

• Distr ibute repor ts and white paper s – establishing themselves as knowledge center 's

• C reating professional networ ks



twitter

• Shar ing news and infor mation to gener ate website tr affic, for e.g. –insights gained from a conference or other events

• Shar ing links to industr y for ums, research results, quick mar ket updates

• Shar ing ar ticles that have been wr itten by them or someone else

• A ler ting them to new infor mation on their website



H ow do you measure success?



R each – A cquisition – C onver sion - R etention

Reach AcquisitionConversionRetention

Are you reaching more clients?

Are more people visiting your website?

Are more people contacting you?

Are more clients interacting with you?



H ow to tur n social into business

YOUR WEBSITE



L inkedI n – H ot T ips

Optimise Profile (including Video)Utilise Questions and AnswerLeverage Groups –build community



Optimise Profile (including video)

Complete your profile Add video Keywords in profile Recommendations Website URL



Utilise Questions and A nswer s

Research – what are people asking about

Position yourself as Expert



L ever age G roups – B uild C ommunity

Private or Public Keywords in Title Place to share valuable content Create discussion



F acebook – H ot T ips

Create and Optimise Facebook PageSegment your Facebook AudienceUpdate Privacy Settings



C reate and Optimise F acebook Page

www.facebook.com/pages Pictures/Images Custom tabs Interaction Featured likes Wall layout Custom URL



Segment your F acebook A udience

Friends List Control who sees what Easy to share information to the

appropriate audience



Update Pr ivacy Settings

Control who sees content related to you

Share and engage with confidence Understand the privacy settings



Useful Tools for Social M edia

Google AlertsRSS Readers (e.g. Google Reader)Hootsuite (social media platform integration)JingVideo Hardware



Tools – G oogle A ler ts

Free! Customised to you Stay on top of news item Easy to share Lead your community



Tools – R SS R eader s (e.g. G oogle R eader )

Really Simple Syndication (RSS)

Saves time Aggregation of current relevant

content Easy to share



Tools – H ootsuite

Free! Intergrate your social media

platforms Multiple accounts Schedule content release Cross platform (e.g. iPhone, android,

MAC, PC)



Tools - J ing

Free! Easy Screen Capture Quick delivery Hosted centrally Simple content generation



Tools – C amer a H ar dware

Kodak Playtouch/Zi10 Inexpensive Easy HD Capture Capture Quick Sharing External Microphone option



To do on M onday

Optimise your profile using: Keywords How you solve clients problem – What’s in it for them Video

Create & Post valuable content using: Articles you’ve read via Alerts/RSS Jing – unique content!



W here is social media headed?



A sk us a question and we promise to answer it

r achel@ sr scc.com.au

Understanding How Social Media Can Help

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