Meeting Content Demand in Regulated Industries through Social Media

MEETING CONTENT DEMAND IN REGULATED INDUSTRIES

Philip CalvertFounder of LifeTalk and Social Media Sales Strategist

Strategies and Best Practice to

Win Hearts, Minds and Customers

Philip Calvert FInstSMM FPSA

• 36 years in Financial Services– Head of Sales– Head of National Accounts– Founder of LifeTalk

• Social Media in Regulated Industries– Financial Services, Automotive,

Law, Accountancy, Pharma– Customer Service– Indian tourism

• Kickboxing, Yoga, Photography

Social Media in Regulated Industries

Important housekeeping note

Adults use their mobile device 264 times a day.

15-24 year-olds use it 387 times a day.

IpsosConnect TouchPoints Survey 2015

75% of smartphone

owners use them in the bathroom

The most exciting time to beon the Internet

On Monday 24th August 2015,one in seven people on the planet used Facebook.

Im2Calories

Jace Larke is ‘transported’ 4000 kilometres to a hospital where his wifeis giving birth. He experiences the birth in 360-degree

real-time virtual reality.

https://www.youtube.com/watch?v=2PpKzYjW7go

Aerofex

The lightest metal ever - Boeing

https://youtu.be/ifdA0kxP7lM

All this now fitsin your pocket

9th January 2007

Photo: Paul Sakuma/AP

"If you don't have a digital strategy, then you don't have a business strategy.“

Ronan Dunne, CEO O2 Telefonica

“Philip, what do you planto do for a living?”

How I present myself

• Speaking• LinkedIn groups 35,000

& subscribers• @philipcalvert 7,700+

followers• @adviserlifetalk 8,500+

followers• Website 11,000+ subs• Email newsletter 99%

opt-in rate

Earning $4.3 million pa

Felix Arvid Ulf Kjelberg, aka “PewDiePie”

• Up to $8.47m• 40 m subscribers• 7.5 bn views

1,045,500,000 views. Earning up to $1.5 m

What do they all have in common?

What do they all have in common?

COMMUNITY, CONTENT

and focus on “the Bros”

Why so much better than other pop artists?

4.2 billion views

Increasingly, teens use multiple communication apps…

…all at the same time.

Why isContent through Social Media important?

Tweets appearing in Google search results instantaneously.

Puts Social Media at the heart of Search.

Marjorie and Ernest

There are 289 million unanswered complaints on Twitter.

Many are appearing on page 1 of Google search results.

83% of companies are ignoring customers’ questions.

When they do reply, they take 12 hours to reply on average.

Q4 2015 edition of Sprout Social’s social index report

33% of consumers first choice route to contacting brands is Social Media. (Nielsen)

Eight hours later…

Shoppers ask friends on social media before purchasing clothes

Women: 3 Likes before purchasing

Source: Shopa 2015

Shoppers ask friends on social media before purchasing clothes

58% of consumers use their mobile while shopping in-store, rising to

78% for 18-29 year olds.(Pew Research)

14% of Tweets sent to major retail brands are

from customers experiencing problems

whilst in-store.(Conversocial)

Customers want [expect] a conversation with you.

When companies engage and respond to customer

service requests over Social Media,

those customers spend 20% to 40% more.

(Bain & Company)

#planefood

Help people to talk to you

Uberrima Fides

Utmost Good Faith

Differentiate your business

• In the industry• In your community• In your niche

Your most powerful differentiator is...

But don’t be a lookalike!

Compliance

Social Media – all about Marketing?

• To listen• Improve knowledge• Share best practice• Thought leadership• Networking/Relationships• Search engines/traffic• Collaboration• Engage• Comment/share expertise• Add value/contribute to

discussions

• Cement relationships• Brand loyalty and buzz• Customer service• Identify influencers• Promotion/Sales• Idea feedback• Build Community• Show a human face• Events• PR• Recruitment• Employee engagement

Social Media – all about Marketing?

• To listen• Improve knowledge• Share best practice• Thought leadership• Networking/Relationships• Search engines/traffic• Collaboration• Engage• Comment/share expertise• Add value/contribute to

discussions

• Cement relationships• Brand loyalty and buzz• Customer service• Identify influencers• Promotion/Sales• Idea feedback• Build Community• Show a human face• Events• PR• Recruitment• Employee engagementTRUST

Building Trust with Social Media

Humanise your brandHandle feedback in public

Engage regularly – be friendly!Use Education as a differentiator

Trust your peopleCreate Community

Humanise your brand

Five significant trends in Social Content

• Visualisation of Content• Sharing (via mobile)• Content as an interrupter (Pulse)• Messaging• Live streaming

Social Content trends to watch

• New ad formats on all platforms

• Social video and influencers

• Real-time video• Real-time moments• Facebook news feed• Monitor your metrics

• Imagery• Integrate Social with

traditional• Thought-leadership• Emotion• LinkedIn• Messaging• Conversations• Events

What are you doing to get noticed?

Melanie ThüeringerAustrian Ashtanga Yoga Teacher

Yoga teacher Dylan Werner

143,000 followers

Kristen Rose Provenché

Rachel Brathen

1.3 million followers

Social Media isno quick fix.

“Like learning a Yoga pose, you need to plan, prepare, be patient and keep chipping

away without expectations. Big and surprising results will

eventually come.”

Kino MacGregor, International Yoga Teacher. 1m+ followers

Karl Lagerfeld’s Cat

• 54,000 followers

• 3m Euro earnings 2014

• Ccosmetics line• Book

“By using these products, you will become as attractive as I am”

Content as Currency

• SEO• Views• Likes• Comments• Shares

Response0

20

40

60

80

100

120Value of response to Social post

Awareness

Website visit

SEO

Likes

Shares

Blog / Tweet etc

Content Marketing is a Must

• Added value• Far greater engagement– More views, Likes and shares

• Far more relevant to audience• Impressions (yawn) are irrelevant and

meaningless• Engagement is Everything

Content Marketing is a Must

Social Media is not a panacea

Move from ‘campaign mentality’ to‘ongoing storytelling’

Utilise skills and expertise fromright across the business

Regulated Industries are highlyvulnerable to disruption

Law

• LegalZoom• Shake• Lawdingo• Priori Legal

Real Estate

• Zillow• Trulia

Transportation

• Uber

• May 2003• 400 m users. 2 per second• 100 m monthly unique

visits• 40% interact daily• 40 m students/grads• 13% not on Facebook• 59% not on Twitter• 4 m company pages• 400% growth in mobile

page views per year

• 5,300,000,000 searches in 2012

• A HUGE mine of data• The People Search

Engine

“Rich and engaging content to help members be more productive”

Mastering LinkedIn:Your Profile page

The Profile Test

The Profile Test

Irresistible

“Specialties: Exceptionally good with sarcastic, smart ass remarks.”

“Able to sit in my chair for extended periods of time without numbness or fatigue.”

“Invented the 2 hour lunch break, which has been adapted by sales slackers everywhere.”

“Attempted to train dealer staff until I realized most were too stupid to accept the training. Once I realized that fact, I would just take them to lunch.”

“Sometimes I make a sales call.”

“Went to lunch a lot.”

“Sat on my chair and bitched at sales reps.”

“Completed a lot of BS reports for corporate office. Because I had to.”

“Talked on the phone and hung out. Took credit for others accomplishments.”

What’s on your profile page?

• Creative• Organisational• Effective• Extensive experience• Track record• Proven sales professional

• Dynamic• Motivated• Innovative• Problem solving• Exceptional

communication skills

“The standard for measuring impact online”Joe Fernandez, Founder of Klout

Engage and Share

Publishing PlatformNEW!

First post on LinkedIn. Stats after just 5.5 hours.

Four weeks later…

New: Showcase Pages

Save your profile as a QR code

QR codes on Gravestones

Action points

• Ditch the excuses• Train everyone• Involve Legal and Compliance from the start• Content as Currency• Commit to being nimble because customers

are running the content show• Be brave enough to engage with

and involve customers

MEETING CONTENT DEMAND IN REGULATED INDUSTRIES

Philip CalvertFounder of LifeTalk and Social Media Sales Strategist

Strategies and Best Practice to

Win Hearts, Minds and Customers

Meeting Content Demand in Regulated Industries through Social Media

Business

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