Embed Size (px)
Citation preview
Building a Social Platform for your Personal and/or Business BrandJay Palter19 October Momentum 2016DRAFT - FINAL
Jay Palter Social [email protected]
Overview
1. The case for a new social networking strategy
2. 3 case studies3. Social networks and social selling4. Practical steps you can take now5. Q & A
The case for a new social networking strategyPart 1
“The less your business has changed in the past 30 years, the more it’s about to change.”
End of Solution Sales
Source: https://www.cebglobal.com/sales-service/the-end-of-solution-sales.html
The Old World: You found prospects. You assessed their needs. You proposed a solution. You built trust over time.
The New World: Prospects find you. They use their networks and the Internet to determine their needs. They decide whether to initially trust you based on what they find online.
How LinkedIn has helped with business
Source: https://corporate.americancentury.com/content/dam/americancentury/corporate/pdfs/2015-financial-professionals-social-media-adoption-study.pdf
Facebook and Twitter are gaining
Source: https://www.putnam.com/advisor/business-building/social/
Key observations about social networks
Social networks are not designed for one-way marketing, but two-way communication
Trust grows out of building community and nurturing relationships
Great content adds value, attracts prospects and helps buyers
Word of mouth branding is powerful
We trust our peers most
What’s at stake if we don’t engage online?
Loss of visibility – prospects and influencers don’t see you
Loss of attention – information overload, people don’t pay attention
Loss of social proof – no one is telling your story
Success with social: 3 case studiesPart 2
Natalie Jamiesonon Twitter
Spent six years building @womenandmoney following on Twitter
Regularly curates and shares great content on women and money
Builds her network of client, prospects & peers
Attributes $3m of AUM to Twitter activity alone
Natalie Jamieson
Spent six years building over 3,000 @womenandmoney followers on Twitter
Regularly curates and shares great content on women and money (#FinancialFriday)
Invests 15 minutes a day engaging with network of clients, prospects & peers
Attributes $3m of AUM to Twitter activity
Christine LaLiberte on Facebook
Christine LaLiberte
Practice is family-focused and cultivates family-like community among her clients
Clients skew older, so she uses Facebook to facilitate client-to-client interactions
Uses LinkedIn to share content and connect with clients, prospects and peers
LSM Insurance
Lorne & Chantal Marr
Lorne takes 20 minutes, twice per day to engage online
LSM employs dedicated online content marketer
Benefits include recruiting advisors that are attracted to firm’s online visibility
“Our strategy is to engage in conversation and share content which adds value.”
Social networks and social sellingPart 3
Elements of a social selling strategy
1. View online networks as a social platform (business and personal accounts)
2. Curate and create valuable content that helps clients and prospects
3. Engage an audience of clients, prospects and influencers, as company and individuals
THE business and professional network
Connections have to be acceptedConnect with clients, prospects and peers
Complete and customize profileShare and engage daily
Microblogging platformAnyone can follow anyoneSource of news and informationFollow influencers and thought leaders…and strive to become one
FacebookPersonal and family contactsFriends have to be acceptedUseful for building intimacy and community among clients
Facebook launchesWorkplace
Integrated social platform
Social networksLinkedInTwitterFacebook
Secondary networksPinterest Instagram
Content networks• Google+• Slideshare• Youtube
Power of community
Why do businesses get involved in their communities?
Two reasons:1. We want to give back.2. We also want to be seen as
community supporters because it gives us a higher purpose and ties our success to a collective benefit.
Lead centricvs.audience centric
Why curate?
Practical steps towardsocial sellingPart 4
From strategy to tactics
1. Why you need social media policy and training?
2. How you find time?
3. What you should be doing tomorrow?
1. Social media policy and training
Good policy clarifies acceptable useTraining reinforces policy adherenceNeed to steer advisors away from non-compliant practices and toward ‘best practices’
2. How to make time
10-15 minutes, one to three times per day
Start with LinkedIn and expand to others
Share content among team
3. Tune up your LinkedIn profile
Update your profile
Smiling headshot
Add SummaryAdd effective Professional Headline
Publish articles
5 things to do on LinkedIn tomorrow
1. Tune up your profile2. Connect with your clients3. Connect with anyone you meet and
want to stay in touch with4. Spend time each day liking and
commenting5. Spend time each day sharing great
content
Jay [email protected]@jaypalter
