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Social Media for IFAs and Financial Planners - how to use it to differentiate in a post RDR world - by Philip Calvert, Social Media Marketing Speaker and Founder of IFA Life - the Social Network for IFAs and Financial Planners
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Philip CalvertIFA Life
www.ifalife.com
Do you stand out from the crowd?
How to differentiate with Social Mediain a post RDR world
Perceptions of IFAs and Financial Advisers
“I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.”
“I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.”
“Every time he comes round he tries to sell me a policy and I always do what he says because I feel I ought to.”
Perceptions of IFAs and Financial Advisers
• 29% believe their knowledge is as good
Compeer March 2009 Financial DIY Report
Financial Advisers struggling to get noticedby consumers
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’
Compeer March 2009 Financial DIY Report
Financial Advisers struggling to get noticedby consumers
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees
Compeer March 2009 Financial DIY Report
Financial Advisers struggling to get noticedby consumers
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees• 44% view the Internet as ‘an essential source of
financial information and advice’
Compeer March 2009 Financial DIY Report
Financial Advisers struggling to get noticedby consumers
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees• 44% view the Internet as ‘an essential source of
financial information and advice’
Compeer March 2009 Financial DIY Report
But...
Financial Advisers struggling to get noticedby consumers
• Consumers still want access to your expertise• But they don’t always want to meet you
Financial Advisers struggling to get noticedby consumers
• Consumers still want access to your expertise• But they don’t always want to meet you• Do Doctors feel under threat from the Internet?
Financial Advisers struggling to get noticedby consumers
• Consumers still want access to your expertise• But they don’t always want to meet you• Do Doctors feel under threat from the Internet?
Financial Advisers struggling to get noticedby consumers
Of course not!
The problem with consumers
• They have too many choices
The problem with consumers
• They have too many choices• You don’t stand out enough
The problem with consumers
• They have too many choices• You don’t stand out enough• They don’t have enough time
The problem with consumers
• They have too many choices• You don’t stand out enough• They don’t have enough time• The Internet is seen as a shortcut
The problem with consumers
• They have too many choices• You don’t stand out enough• They don’t have enough time• The Internet is seen as a shortcut• You don’t stand out enough online
Tell us something we don’t already know
Tell us something we don’t already know
Tell us something we don’t already know
How clear is your proposition?
DIFFERENTIATE OR DIE.
What are you doing to get noticed?
Change is scary at first(but you know it will be great!)
YOU will be
the key differentiator in your business!
• Google Places• YouTube• Blog• LinkedIn• Facebook• Twitter• Ecademy• Slideshare• Foursquare• iPhone App
Tools that work for IFAs
• Google Places• YouTube• Blog• LinkedIn• Facebook• Twitter• Ecademy• Slideshare• Foursquare• iPhone App
Tools that work for IFAs
How to Leverage LinkedInHow to Leverage LinkedIn
Why are you on LinkedIn?• May 2003• 100m users (1m per
week)• 200 countries• 21 million US visits pm• 48 million visits globally• 50% in US• 4 million in UK• Other business networks
• Viadeo (30m)• Xing (10m)• Ecademy
• 70% of IFAs on LinkedIn (but don’t know why)
• A HUGE mine of data. All LinkedIn features help you leverage that data
• Invest time in creating a compelling profile page
LinkedIn is a “People LinkedIn is a “People Search Engine”Search Engine”
Why are you on LinkedIn?
• Find contacts• Find likeminded• Share contacts• Highlight expertise• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
Why are you on LinkedIn?
• Share status• Find personalised news• Career discussions• Build Community• Search topics and people• Search engine
optimisation• Share content within
• Find contacts• Find likeminded• Share contacts• Highlight expertise• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
Profile
• People Search Engine• Looking for expertise – not friends• Enhance perception of your Professional
credibility• Differentiation post RDR• “People Buy People”
A search for ‘Financial Planner’ gets 92,000 results
Profile
• First – check your activity visibility
Profile• Add your keywords
(Pensions, Mortgages etc) to each of these sections:
• Key sections:– Headline– Current work– Past work– Website– Public profile URL– Summary– Specialities– Contact settings
• Interests• Skills• Honours and Awards• Groups and Associations• Add sections: e.g. SlideShare
presentations
Add keywords to your name
Add your current activities – not just your current job
Include keywords in your profile URL/address
Add your keywords in Specialties section
Expand on your current activities and include your keywords
Request and add testimonials
Add keywords, but also show your human side
Add contact details but also include your keywords
Profile add ins
• Applications– Events– Polls– Projects– Trips– WordPress blog– SlideShare
• More Applications– Company Buzz– Amazon reading list– Box.net– Google presentations– iPhone App to use
LinkedIn on the move
Change the order to suit what you want people to see
Skills
Skills
Type in your skill and LinkedIn shows new connections for you
Search and Save
Search and Save
Filter by Network, Individuals, Company, Time, Location, Industry and #
Company profiles
• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter
and/or LI contacts• Recent tweets (incl.
Foursquare checkins)
Company profiles
• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter
and/or LI contacts• Recent tweets (incl.
Foursquare checkins)
• Products/services – images, video, URL and people
• Request and show recommendations
• Follow button for your website
• Advertise jobs ($195)• Promote – PPC or per 1000
impressions
Groups
• Join (50) and/or create your own• Groups tab > Groups you may like• Build Community• People opt in to your content
– Feed the fish
• Follow specific content• LinkedIn emails your content
Typical discussion forum in LinkedIn groups
Use submission queue to filter out spamin your group
Answers• More tab > Answers• Enhance perception of your expertise by
answering people’s questions• Recommended categories for you
News
• More tab > News• Personalised news just
for you based on your profile content
Stuck?
• Learning centre: http://learn.linkedin.com/• Under the ‘More’ tab
Read/listen againwww.ifalife.com/LinkedInforAdvisers
Learn why Foursquare is important for IFAswww.ifalife.com/FoursquareforIFAs
Follow IFA Life on Foursquarewww.foursquare.com/IFALife
Contact and Speaking [email protected]
Twitterwww.twitter.com/IFALife
Join over 6,500 IFAs who use IFA Lifewww.ifalife.com
