#NowWhat - Next Steps for Advancing Your Firm's Social Media Strategy by Tina Powell
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Transcript of #NowWhat - Next Steps for Advancing Your Firm's Social Media Strategy by Tina Powell
#NowWhatNext Steps for Advancing Your Firm’s Social Media Strategy
NAPFA Fall Conference 2014
Tina C. Powell – Beacon Wealth Management @tinacpowell
11 Reasons to Attend a NAPFA
Conference: #1 Social Scene
First timers, you get to meet financial planners tackling similar issues
face-to-face and converse with people you may have only
interacted with online. For return attendees, this is another
opportunity to make brand new connections with the leaders of
the Fee-Only planning field and reconnect with longstanding
colleagues. Learn why repeat attendees never miss a year where
they attend at least one NAPFA conference.
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11 Reasons to Attend a NAPFA Conference
Source: http://www.napfa.org/UserFiles/File/11reasons.pdf
1. LinkedIn Company Pages
2. LinkedIn Showcase Pages
3. LinkedIn Connections Export File
4. Twitter Lists
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An investment advisor should not invite its
clients to post commentary directly on the
advisor’s own social media site or page.
1. SEC Guidance No. 2014-4 Guidance on the Testimonial
Rule and Social Media (March 2014)
2. SEC National Examination Risk Alert on Investment
Adviser Use of Social Media (January 2012)
“Social Media Compliance: What Investment Advisers Need to Know” by Yasmin Zarabi
http://www.financial-planning.com/30-days-30-ways/social-media-compliance-what-invest
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NAPFA Fee-Only Advisors on LinkedIn
1. Do not list any skills on your LinkedIn profile.
2. Turn the LinkedIn endorsements feature off.
3. Do not accept any LinkedIn endorsements initiated by a
third party.
4. Include a disclaimer on your LinkedIn profile instructing
third parties not to endorse.
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The 4 Attributes of the Modern Buyer
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Source: The CMO Modern Guide to Buyer Personas and Buyer Insights
Research Part 2 – April 3, 2014 by Tony Zampito
Question: What are you doing on
social media?
Monitoring Industry and Market News
Reading expert
commentary insights
Researching people (prospects, contacts,
current clients)
Sharing news and content
relative to my clients
Business promotion and brand building
Competitive intelligence
Maintaining a professional
blog
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Shows innovation
Helps CEO build good relationships with media
Gives company a human face or personality
Has a positive impact on business results
Makes a company more attractive place to work
Enhances credibility in the market
Gives company a competitive edge
Benefits of CEO participation in social media
Source: http://www.webershandwick.com/uploads/news/files/Social-CEO-Study.pdf
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76%Of executives
would rather
work for a
social CEO
Source:
http://www.webershandwick.com/uploads/news/
files/Social-CEO-Study.pdf
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Requirements for Adding Company Pages:
Who Can Add a Company Page?
1. You must have a personal LinkedIn profile set up with your true
first and last name.
2. Your profile strength must be listed as Intermediate or All Star.
3. You must have several connections on your profile.
4. You’re a current company employee and your position is listed
in the Experience section on your profile.
5. You have a company email address (e.g. [email protected])
added and confirmed on your LinkedIn account.
6. Your company’s email domain is unique to the company.
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Improve your Profile
Strength
1. Beginner
2. Intermediate
3. Advanced
4. Expert
5. All-Star
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Example of a Company Page on LinkedIn
Features What to Share
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Showcase Pages let you extend your
Company Page presence to additional
aspects of your practice.
Spotlight brand, a
specialization or initiative
Free, invisible until ready to
publish
Subpage at the child level
of the company page
SEO benefits
Events
Webinars
Landing Page
Useful Guides
Whitepapers
Videos
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Example of a Company Page with Showcase Pages on LinkedIn
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Example of a Showcase Page on LinkedIn
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Google Search Engine Results (IBM Big Data & Analytics) = First Page
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Image Source: http://myyearofjubilee50.blogspot.com/2011/08/living-on-
borrowed-time.html
You can export a CSV file of your
connections from the Contact Settings page.
1. Only the full name,
email address, current
employer, and position
are exported.
2. Under Advanced
Settings on the right,
click on Export LinkedIn
Connections.
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NAPFA Fee-Only Advisors on Twitter
Advisors should avoid retweeting any tweet from either a
securities research analyst or a client who is providing a
testimonial about the advisors performance or a product or
service of its firm.
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Twitter lists are a great way to
build your personal brand1. Acts as a noise filter
2. Segment groups
3. Can be public or private
4. Find new business
contacts
5. Latest news and trends
To create a Twitter List:1. Go to your Lists page. This can be done via the gear
icon drop down menu in the top right navigation bar or by going to your profile page and clicking on Lists.
2. Click Create list.
3. Enter the name of your list, a short description of the list, and select if you want the list to be private (only accessible to you) or public (anyone can subscribe to the list).
4. Click Save list.
Note: List names cannot exceed 25 characters, nor can they begin with a number.
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Subscribed to Member of
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@NAPFA Twitter Lists Page
NAPFA Twitter List Page
15.9On average, our
respondents used 15.9
different marketing tools
to build their personal
brands.
Source:
http://www.hingemarketing.com/library/article/building-an-
expert-brand-how-visible-experts-build-their-brands
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Speaking Engagements…
Articles
Company Website
Keynote Address
Featured in Business…
Webinars
Blogs
Online Videos…
Feature Newspaper Articles
Email Marketing
Books
White Papers
Radio Interviews
SEO
Google+
Chapters in Other Books
TV Appearances
Regular Column…
Podcasts
Research Reports
Personal Website
PPC (Pay Per Click)
Percent of Visible Experts™Using Marketing Tools
#ThankYou NAPFA!For a complimentary copy of the resources
www.tinyurl.com/nowwhat2014