#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.

2014 NAPFA Fall 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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55 60 65 70 75 80

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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0 50 100

LinkedIn

Speaking Engagements…

Articles

Company Website

Keynote Address

Featured in Business…

Facebook

Webinars

Blogs

Twitter

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

#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