LINKEDINBY: THE MARKETING DEPARTMENT AT PENN MUTUAL

FINRA GUIDANCE ON SOCIAL MEDIA

Supervision of interactive electronic communications sent through social media sites under NASD Rule 3010.

Archival and retention. A broker-dealer must retain electronic communications that relate to its “business as such” for three years under SEC and FINRA rules.

Suitability

A broker-dealer is required to determine that a recommendation is suitable for every investor to whom it is made under NASD Rule 2310.

Firms must adopt policies and procedures designed to address communications that recommend specific investment products and include additional disclosure.

Source: FINRA Regulatory Notice 10-0

Static vs. real-time

FINRA considers static postings as “advertisements” under Rule 2210 and requires prior principal approval.

Real-time interactive communications are not required to have prior principal approval but still must be supervised by the firm.

Third-party content – is not treated as the firm’s communication with the public under Rule 2210 unless the firm has involved itself in the preparation of the content or explicitly or implicitly endorsed or approved the content.

UNDER 50 VS. OVER 50 SOCIAL MEDIA USERS

KEY DISCOVERY: Generation gap in social media networking will impact sales practices in the years ahead.

UNDER 50

OVER 50

Are using social media 85% 50%

Users of social media which presence led to doing business

41% 19%

Agree that social media networking will be an important business development tool within five years

86% 53%

Source: LederMark social media survey, March 2010. All users, N = 144

NEW USER STARTER GUIDE

Get the most out of your LinkedIn by starting with these three easy steps.

OWN A PROFILE THAT

TRULY REPRESENTS

YOU•List your current & past positions & education along with you tenure at those places. This is helpful & it helps the right people & opportunities find you.

•Add a professional profile photo- People never forget a face!

•Add a summery paragraph. This is your main selling point.

ENSURE YOUR CONNECTIONS REPRESENT YOUR “REAL WORLD” NETWORK

Use the webmail import to see in mere moments all the people you already know who are on LinkedIn.

You can then select whom you wish to invite to join your TRUSTED network.

Upload a contacts file from: Outlook, Blackberry, Palm, ACT! or Mac Address

Create an organized list of your colleagues, classmates, & clients that already are on LinkedIn.

LEVERAGE THE POWER OF YOUR LINKEDIN NETWORK!

With more then 80+ million professional communities- this is the PERFECT place for those to ask questions.

Look up someone’s profile before you meet them. Learn their background & see who you know in common to get off to a great start!

Search for Service Providers & select based on trusted recommendations from people in your network. Anonymous web searches to find providers are a thing of the past.

7 WAYS TO MAKE LINKEDIN WORK FOR YOU!

STEP 1

Sign up for an account with your Penn Mutual e-mail address.

Remember this is your professional account & you want to make certain in compliance with Penn Mutual.

If you have a previous LinkedIn account under a different e-mail you can add your Penn Mutual E-mail as your new default e-mail or create a new profile.

STEP 2

Create your profile.

It is definitely encouraged to keep this hygienically clean (up to date) & honest.

Your bluffs will be called & your past will come back to “haunt” you, if you are fluffing.

STEP 3

Upload your address book & connect with everyone who is already a member of LinkedIn.

*NOTE: LinkedIn makes it extremely easy to upload your online address like: Gmail, Yahoo Mail, or Hotmail

ALWAYS USE EXTREME CAUTION WITH GIVING UP YOUR PASSWORD.

**You can also export your LinkedIn address book**

STEP 4Selectively invite people from your address

book.

Sending a personal message will usually explain your reasoning, or guilt-trip them into signing up just for you.

STEP 5 Start recommending

anyone & everyone you can.

STEP 6The best part is that once you get even one

recommendation, you’ll start showing up in that person’s list of recommended service professionals.

STEP 7PROMOTE your LinkedIn profile on your

website with a badge or with your Penn Mutual E-mail Signature.

STEP 8Applications & Personalization

Select a section or application from the left to preview & add it to your profile.

Enhance your Professional Profile Add Certifications Skills Languages Patents Publications

BUT WHY LINKEDIN?FIVE MOST HELPFUL LINKEDIN USES:

FIVE MOST HELPFUL LINKEDIN USES, PART 1:

IMPROVE YOUR GOOGLE SEARCH RANK: Since LinkedIn profiles receive a fairly high

Page Rank in Google based on LinkedIn’s pre-established repertoire, this is a good way to influence what people see when they search for you – both your professional side & personal accomplishments.

To do this, create a profile and select “none” under the “public profile” tab.

Also, customize your public profile’s URL to be your actual name instead of using the default URL provided.

FIVE MOST HELPFUL LINKEDIN USES, PART 2:

MAKE YOUR MEETINGS GO SMOOTHER

You can use LinkedIn to find the inside scoop on people that you’re meeting with and about to do business with.

Knowing your adversary is always beneficial [necessary].

ENHANCE YOU PROFILE LinkedIn Applications enable you

to enrich your profile, share and collaborate with your network, and get the key insights that help you be more effective.

Applications are added to your homepage and profile enabling you to control who gets access to what information.

FIVE MOST HELPFUL LINKEDIN USES, PART 3:

RESEARCH THE COMPETITION:

LinkedIn can be used to research your competition & their team before a business startup and during a campaign project.

Example: If your competitor’s VP of

marketing came from McDonald’s...you’ll know he/she probably has a wide range of global marketing experience.

PERFORM REFERENCE CHECKS: Now that LinkedIn has started

teaming up with different resources such as Businessweek, checking up on a company or persons references becomes even easier.

This tool can even be used to double check your prospective manager’s reputation.

KEY DISCOVERY: Complete use of LinkedIn tools is restricted.

USE BY NATIONAL FIRMS

RANK

CURRENT USE DESIRED USE

1Create a profile with the name of employer identified

Ask for profile recommendations

2

Invite friends/ colleagues/others to join your network

Utilize applications (e.g.,Tweets, blogs, slides)

3 Join groups Engage in discussions

4Link profile to your business web site

Link profile to business web site

5Engage in discussions

Join groups

Create a profile without employer identified

Source: LederMark social media survey, March 2010. All users, N = 144

FUN LINKEDIN STATS: The average number of LinkedIn connections for people who

work at Google is forty-seven.

The average number for Harvard Business School grads is fifty-eight, so you could skip the MBA, work at Google, & probably get most of the connections you need. Later, you can hire Harvard MBAs to prepare your income taxes.

Most members tend to be between 30 & 55 years old.

97 % of LinkedIn users join based on invitations from existing members.

People with more than twenty connections are thirty-four times more likely to be approached with a job opportunity than people with less than five.

All 500 of the Fortune 500 are represented in LinkedIn. In fact, 499 of them are represented by director-level & above employees.

Out of 840,000 members - 10,000 are venture capitalists.

LinkedIn users accept 83 percent of referrals

are you ?

DEMODashboard/ Loading Page Overview

Complete your Profile

How to Connect

How to prospect

Join groups

Ask for recommendation or write people recommendations.

Application & other add-ons

SOURCES: http://www.linkedin.com/

http://blog.linkedin.com/category/new-linkedin-features/

http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html#axzz1C3nCub9d

http://learn.linkedin.com/students/step-1/