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A session on Twitter for financial advisors attending the 2013 NAPFA Fall Conference in Philadelphia. Plenty of resources and how-to's included in the deck.
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TWIT
TERNOM
ICS 1
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Tina
Powel
l @tin
acpow
ell
Beaco
n Wea
lth M
anag
emen
t
Twitter is a registered trademark of Twitter, Inc.
@ T I N A C P O W E L L
TWITTERNOMICS 101 AGENDA
I. What is Twitter?
II. Compliance – Brief Overview
III. Twitter BasicsI. How to create an accountII. Difference between following and followersIII. Timeline overview & Tweet DeconstructionIV. Hashtags
IV. The Two Main Questions from Fee-Only Advisors
I. How will Twitter help me get more business?II. How will Twitter get me more contact with clients?
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@ T I N A C P O W E L L
EXTRAS: RESOURCES & HOW TO’S
How to Tweet
How & why to use a URL shortener
How to get followers
Use of Twitter lists
Tracking and measuring
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@ T I N A C P O W E L L
WHAT IS TWITTER?Online social networking site – March 21, 2006
500 m Twitter Users/200m active
Enables registered users to post text messages limited to 140 characters
Messages are called “tweets”
Most messages link to content – an article, blog post, video, presentation
Real-time, news breaks on Twitter before TV
Source: http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/
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@ T I N A C P O W E L L
ON TWITTER (PARTIAL LIST)
Prospects
Clients
Centers of Influence
Competitors
Custodians
Conferences & Events
Associations & Organizations
News Media
Journalists
Thought Leaders
Universities
Government
Regulators
Interests
Causes
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@ T I N A C P O W E L L
The fastest growing demographic on Twitter is the 55-64 year age bracket. This demographic has grown 79% since 2012.
Source: Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14-December 09, 2012
PERCENTAGE OF INTERNET USERS
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COMPLIANCE – BRIEF OVERVIEW
FINRA Regulatory Notice 10-06 (Jan. 2010)
FINRA Regulatory Notice 11-39 (Aug. 2011)
Compliance and counsel is a must.
Recordkeeping is a must.
Supervision of activities is a must.
Basic social media policy is a must.
NO recommendations of securities or specific investment products.
NO endorsements.
NO amateurs – only professionals with appropriate training on the firm’s policies and procedures.
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@ T I N A C P O W E L L
MONITORING YOUR FIRM’S BRAND
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CREATE A TWITTER ACCOUNT
Step by Step Instructions: https://support.twitter.com/articles/100990-signing-up-with-twitter
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FOLLOWING SOMEONE ON TWITTER MEANSYou are subscribing to their Tweets as a
follower.
Their updates will appear on your Home tab.
That person is able to send you a direct message.
Example; I am following @NAPFA @BillWinterberg @skinnerliz @MichaelKitces
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@ T I N A C P O W E L L
FOLLOWERS ARE PEOPLE WHORECEIVE YOUR TWEETS
They’ll show up in your followers list
They’ll see your tweets in their timeline
You can send them direct messages
Example; I am being followed by @NAPFA @feeonlyplanner @millardcfp @feeonlyadviser
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NOTIFICATION IN YOUR INBOX
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TIMELINE OVERVIEW
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TWEET DECONSTRUCTION
1. Author 2. Message
4. Hashtag
5. Link
3. Mention
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1. Get found.
2. Help clarify subject.
3. Add personality.
4. More retweets.
5. Enhance engagement.
What is a hashtag?
A hashtag is identified by the # symbol, used within Twitter. They can be used anywhere within the 140 characters of a tweet and when the # symbol is placed in front of a word or phrase, it becomes a clickable term and if used widely enough they can actually become a popular trending concept.
REASONS TO USE HASHTAGS
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@ T I N A C P O W E L L
HASHTAG = #COLLEGESAVINGS
This is what happens when you click the #collegesavings hasthag in the tweet. It delivers all of the results for tweets containing “#collegsavings”. They can be from anyone on Twitter, i.e. you don’t have to follow them or vice versa.
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@ T I N A C P O W E L L
1. How will Twitter help me get more business?
2. How will Twitter get me more contact with clients?
THE 2 MAIN QUESTIONS FROM FEE-ONLY ADVISORS
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@ T I N A C P O W E L L
ATTRACT (GET) MORE BUSINESS
1)Amplifies your message by adding another communications touchpoint
2)Expands your geography and reach
3)Builds your brand by demonstrating thought leadership
4)Gives you valuable insights on prospects – develop content that addresses key areas
5)Enables sharing easily and instantaneous
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@ T I N A C P O W E L L
ATTRACT (GET) MORE BUSINESS
6) Allows you to identify prospects, COI, media
7) Keeps you top of mind
8) Shows relevancy – millennial
9) Builds your network
10)Creates social agents
@BeaconWealth
The GuardianTwitter Follower
Social AgentsExample:
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ACCENTURE STUDY 2012: POSITIVE ASSESSMENT OF SOCIAL MEDIA
Source:How Tech-Savvy Advisors Regain Gen D Investor Trust, March 13, 2013
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MORE CONTACT WITH CLIENTS
Provides you with valuable intelligence about your client
Life changes, travel, sport teams, etc.
Enables a deeper connectionAdd to Twitter data to CRM platformBuild a private list – peruse daily Initiate a dialogue based on their post
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@ T I N A C P O W E L L
MORE CONTACT WITH CLIENTS
Portability – “be in their back pocket”
Mobile penetration – mobile devices will outnumber people
3GSM World Congress 2013 – 72,000 participants/200 countries/4,300 CEOs*
Source: http://www.gsma.com/newsroom/gsma-mobile-world-congress-2013-sets-new-records
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@ T I N A C P O W E L L
TWIT
TERNOMIC
S 101
RESOURCES
AD
DI T
I ON
AL R
ES
OU
RC
ES
AN
D H
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’ S
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@ T I N A C P O W E L L
HOW TO TWEET - DESKTOP
Tweet box
New Tweet button
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1. Open Twitter
2. Open Another Browser Tab/Window
3. Select URL
4. Copy URL
5. Hit new Tweet button
6. Begin typing
7. Past URL in message
8. Hit Tweet
HOW TO TWEET - 8 STEPS
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COMPOSE MESSAGE – HIT TWEET
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Original link of webpage:
http://www.napfa.org/conferences/conferenceitem.asp?CONFERENCE_ID=135&SESSION_ID=4881
After: http://tinyurl.com/pfln4n9
URL SHORTENERS: TINYURL.COM
From 85 characters to 26!You save 59 characters. Remember only 140 characters allowed in Tweets.
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Basic
Show your face
Add a bio
Tweet often
Tweet good content
Follows other like you
Advanced
Use hashtags
Add Twitter icon to your website
Add ShareThis to blog posts
Tweet at live events
HOW TO GET FOLLOWERS?
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1. Visit profile
2. Click lists
3. Click on the list name to view list
4. Hit subscribeLists are great filters! They can be private or public. You need not have to follow each account. Once you subscribe, they will show up in your own lists.
SUBSCRIBE TO TWITTER LISTS
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@ T I N A C P O W E L L
TWITTER ANALYTICS – 2 SOURCES
https://analytics.twitter.com
Sign in to Twitter Analytics using your Twitter username or email address.
Click “Analytics” to see Timeline Activity
Download CSV
Sort Tweets by Best – Good – All
http://www.twitonomy.com/
Robust, detailed and visual analytics
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SOURCESName Description Link Function
The Demographics of Social Media Users - 2012
Pew Research Center’s Internet and American Life Project
http://pewinternet.org/~/media/Files/Reports/2013/PIP_SocialMediaUsers.pdf
Research
FINRA Regulatory Notice 10-06
Guidance on Blogs and Social Networking Web Sites
http://www.finra.org/web/groups/industry/@ip/@reg/@notice/documents/notices/p120779.pdf
Compliance
FINRA Regulatory Notice 11-39
Social Media Websites and the Use of Personal Devices for Business Communications
http://www.finra.org/web/groups/industry/@ip/@reg/@notice/documents/notices/p124186.pdf
Compliance
Talkwalker Alerts
Free and easy social media online monitoring tool
http://www.talkwalker.com/en
Reputation Management
Signing Up With Twitter
Step by step instructions for creating an account.
https://support.twitter.com/articles/100990-signing-up-with-twitter
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@ T I N A C P O W E L L
SOURCESName Description Link Function
Twitter 101 Guide to getting started with Twitter
https://support.twitter.com/articles/215585-twitter-101-how-should-i-get-started-using-twitter
Hashtags.org Free site which organizes the world’s hashtags. Shows the top 40 trending topics UP, DOWN, and CONSTANT on Twitter.
www.hashtags.org Hashtags
Tiny URL A free URL shortening service that provides short aliases for redirection of long URLs.
www.tinyurl.com URLs
Twitter Analytics
Twitter’s own analytics tool. Downloads to CSV .
https://analytics.twitter.com
Twitter Analytics
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SOURCESName Description Link Function
Twitonomy Twitonomy offers detailed, visualized analytics on your Twitter account or someone else’s account
http://www.twitonomy.com/
Twitter Analytics
How Tech-Savvy Advisors Regain Gen D Investor Trust
In 2012, Accenture conducted an online survey of 400 US financial advisors to better understand how Gen D advisor profiles correspond to the investor segment.
http://www.accenture.com/us-en/Pages/insight-how-tech-savvy-advisors-regain-trust-gen-d-investors-summary.aspx
Research
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@ T I N A C P O W E L L
SESSION SUMMARY
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InvestmentNews write up by Liz Skinner @skinnerliz
http://www.investmentnews.com/article/20131009/FREE/131009892
@ T I N A C P O W E L L
@tin
acpow
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Tina
C. Pow
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Beaco
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Tel:
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