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Compliant social media

for financial advisors

Compliant social media

for financial advisors

Dean Emerick

Ottawa Social Media Marketing

Dean Emerick

Ottawa Social Media Marketing

19571957 The USSR launches sputnikThe USSR launches sputnik

1958USAF creates computer inter-net to share information between geographic

locations as a precaution.

19891989 The Internet is available to the PublicThe Internet is available to the Public

1993 The World Wide Web is created

Wild WestWild West “Webmasters” stuff pages with any and all keywords to get traffic

“Webmasters” stuff pages with any and all keywords to get traffic

Nothing is Relevant

undermines public confidenceand web is on the verge of collapse

Registered September 15, 1997Registered September 15, 1997Page Rank(Larry)

Page Rank(Larry)

AlgorithmIntroduced

“Relevance based on more than 500 million variables and 2 billion

terms...”

19981998

”PC Magazine” reports that Google “has an uncanny knack for returning extremely relevant results” ... become search engine of choice in the

Top 100 Web Sites

”PC Magazine” reports that Google “has an uncanny knack for returning extremely relevant results” ... become search engine of choice in the

Top 100 Web Sites

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• Notable Milestones

• 2000

•1 Billion URL’s Indexed

2003

Blogger is acquired and Weblogs become a

bonafide media

2004

6 Billion items indexed including

800 million pictures

• 2006

•Youtube is acquired cornering

online video2007

Gmail is open to anyone, cornering the

email market

2008

1 Trillion URL’s indexed

• 2010

•500 million Facebook users forces

Google to include Social Media in the algorithm

Processing Processing

Just breathe...because

the more things change

the more they stay the same.

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things you need to know...

linkedIn was the first true social media platform

the social power cluster = youtube, twitter, facebook, linkedin, wordpress

what you do off-page and on-page are equally important

keywords are the foundation of your online strategy

because the googlebot follows links, backlinks matter

nothing has changed

we still read, listen and watch

How do people get their INFORMATION?How do people get their INFORMATION?

PrintPrint

RadioRadio

TelevisionTelevision

Read = Article, BlogRead = Article, Blog

Listen = PodcastListen = Podcast

Watch = Video SitesWatch = Video Sites

nothing has changed

except....

it is a social medium, not a marketing medium

which means that people get to interact

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• In order to make a sale people need to trust you.

• In order to trust you, people need to meet you.

• In order to meet you they need a venue.

•Get them for a coffee, serve them for a lifetime.

it’s all

about the

coffee

the internet is just another point of contact

Etiquette for Everyone

PROFILES

Use your real name and photo

SCREEN NAMES

Studmuffin69 don’t creep any one out

PAGES

Have separate accounts for your

personal profile

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FORTHCOMING

Detail who you want to befriend and why.

Not everyone need apply.

SALESY

Focus on being a person of value

STRANGERS

Avoid approaching your friends friends

for sales purposes. If you are doing your

job right, then you will be recommended

WASTE of TIME

Do not waste others time with

invitations to play games, birthday

requests, etc.

THINK FIRST

Don't put anything on the Internet that you

don't want your future boss, current client

or potential clients to readYou may be judged for the company you keep

FRIENDS

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Not everyone is going to want to be your

friend and it may not be for personal reasons.

Accept and move on.

GRACE write your updates in a word processing

document so you can check grammar

and spelling before you post.

WORD PROCESSING

Never post when you're tired, jet lagged,

intoxicated, angry or upset.

NEVER

ComplianceIssues

AdviceAdviceAdviceAdviceDo not give specific advice Do not give specific advice

online.online.

Offer to meet or use your phone.Offer to meet or use your phone.

Other’s who read it might use it Other’s who read it might use it

although it does not fit their portfolio.although it does not fit their portfolio.

HardcopiesHardcopiesHardcopiesHardcopies

Keep track of these because you will need Keep track of these because you will need

them for your permanent records.them for your permanent records.

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OpinionsOpinionsOpinionsOpinions

Giving opinions may be misconstrued as Giving opinions may be misconstrued as

an endorsementan endorsement

ClientsClientsClientsClients

Discourage them from posting sensitive Discourage them from posting sensitive

personal information.personal information.

Use the phone, not email.Use the phone, not email.

InstructionsInstructionsInstructionsInstructions

Offer to meet or use your phone.Offer to meet or use your phone.

Do not accept them.Do not accept them.

LicenseLicenseLicenseLicense

Clearly state what products and services Clearly state what products and services

you are allowed to offer. you are allowed to offer.

CredibilityCredibilityCredibilityCredibility

You may expose yourself to attacks or You may expose yourself to attacks or

criticism.criticism.

RegulatorsRegulatorsRegulatorsRegulators

Know your legalese because Regulators Know your legalese because Regulators

are out there.are out there.

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EthicsEthicsEthicsEthics

Be wary of misrepresentation, omission Be wary of misrepresentation, omission

of information, breach of privacy, etc.of information, breach of privacy, etc.

PermanentPermanentPermanentPermanent

Each update, video, article, “like”, tweet, Each update, video, article, “like”, tweet,

picture, link and blog post is out there picture, link and blog post is out there

FOREVER. FOREVER.

Think before you Think before you

post.post.

Social MediaSocial Media

Be consistant.Be consistant.

Check it at the same times every working day.Check it at the same times every working day.

Make a policy to not post until 10 minutes after you wrote your responseMake a policy to not post until 10 minutes after you wrote your response

Get your prospects to a coffeeGet your prospects to a coffee

Err on the side of cautionErr on the side of caution

Create curiosity, avoid salesy tacticsCreate curiosity, avoid salesy tactics

If you are creating interesting content, people will find youIf you are creating interesting content, people will find you

Online Marketing Online Marketing

RulesRules

Know what your KEYWORDS are and build on Know what your KEYWORDS are and build on

them.them.

More exposure is better than less, so use all of the available More exposure is better than less, so use all of the available

media.media.

Article, Blog, Podcast, Video.Article, Blog, Podcast, Video.

Paint with a broad brush because whatever you put out there will be there forever.Paint with a broad brush because whatever you put out there will be there forever.

What we know...

• 86% of all local searches are

online

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90% of these searches result in offline activity61% went offline to purchase the

product/service they found online.

90% of consumer purchases are made within

20 miles of where people live or workOnly 26% of local businesses have a

comprehensive online presence

Translation:

Most consumers are using

their phones and computers

to find products to purchase

locally, but are only finding 1

in 4 of the service providers.

Branding

consumers search by problem or solution

shin splints = nike

children’s safety = bridgestone

back pain = chiropractor

things to do in ottawa = festivals

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80%Keywords:

bedbug bed bugsbedbugsbed bug

one

variation appears in8/10 searches

Financial Advisors

financial advising

finance advisor 18,000/month

40,000/monthcfp

6600 month

investment advisory 6500/month

financial advisors

18,000/month

https://adwords.google.com/

Free Keyword Tool from Google

Tip of the day....you can find me at ottawasocialmediamarketing.com

my name is dean emerick