Sharing Great Content to Increase Engagement_FINAL

7/29/2019 Sharing Great Content to Increase Engagement_FINAL

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Member FINRA/SIPCFor Broker/Dealer and Registered Representative use only. Not intended for use with the public.

Sharing Great Content to

Increase Engagement on

Social Media

Sarah LeBlanc, Marketing Manager, LPL FinancialMaureen deJesus, Marketing Manager, LPL Financial


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LPL Financial. Member FINRA/SIPC 1

Sharing Great Content to Increase Engagement

AGENDA

Rules of Engagement

Creative Ideas for Creating Great Content

Mining for Existing Content

Q&A


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Rules of Engagement

Mandatory Social Media Training

Erado subscription

Real-time posts are permitted and tracked by Erado

Static content must be pre-approved

FINRA Regulatory Notice 10-06


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Creative Ideas for Sharing Great

Content


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Checklist for Great Content

Is this beneficial to my clients and prospects?

Does this establish me as a trusted expert?

Is this interesting?


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Be Active or Be a Ghost Town


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Be Active

Facebook: 1-2 times/week

Twitter: Once a day

LinkedIn: High traffic times


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How Can You Create Great Content?

1. Be relevant

2. Be engaging

3. Encourage sharing

4. Tell a story

5. Use visuals

6. Create original content


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1.Be Relevant

Post updates that resonate with your fans and followers


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Example: Scottrade


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2. Be Engaging

Encourage followers to interact


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Example: Coca-Cola


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Sample Posts


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3. Encourage Sharing

Inspire followers to engage others


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Example: Starbucks


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4. Tell a Story

Storytelling through social media engages your audience

and showcases your personality


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Example: Wells Fargo


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Example: Hilton Hotels & Resorts


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5. Use Visuals

Use eye-catching images and videos to enhance your

story


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Share Engaging Photos


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Why Video?

Video is becoming more important as a source of business information and adriver of work-related buying decisions among todays senior executives.

--Forbes Insights

65% of senior executiveshave visited a vendor

website after watching awork-related video.


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Example: Scottrade


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Other Examples of Visuals

Use YouTube to upload videos for sharing

Company video

Educational videos on general topics (e.g. saving for retirement)

Vlogs

Pre-approved videos from LPL Financial or other third party vendors

Slideshows/photo galleries

Infographics from third party resources

Within financial articles

Mashable.com


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6. Create Original Content

Position yourself as a thought leader by creating your own

content


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Example: Monument Wealth Management


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Recap

1. Be relevant

2. Be engaging

3. Encourage sharing

4. Tell a story

5. Use visuals

6. Create original content


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What Would Make These Better?


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Mining for Content on the Web


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Mining for Content


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Your Website


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Content from Others

Content Library on the Marketing Gateway | SocialMedia

Articles from LPL Financial Research

Educational articles

External publications

Articles from the web

Using Google Alerts


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Marketing Gateway

www.lplmarketing.com


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Marketing Gateway


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Marketing Gateway


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Online Sources

These articles are not pre-approved but can still be shared as interactive

content without having to submit them to Marketing Regulatory Review.

Interactive content will automatically be captured and routed to LPL

Financial for review via Erado.

Prior to posting interactive communications, you must ensure that all

content meets LPL Financial content standards. Content standards can be

found in section 15.16 of the LPL Financial Advisor Compliance Manual.


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Google Alerts

www.google.com/alerts


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Google Alerts



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Google Alerts



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Google Alerts



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Google Alerts



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Google Alerts



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Google Alerts

Relevant Articles

Manage Your Alerts


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Member FINRA/SIPC

For Broker/Dealer and Registered Representative use only. Not intended for use with the public.

Q&A


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Member FINRA/SIPC

Maureen deJesus, Marketing Manager, LPL FinancialSarah LeBlanc, Marketing Manager, LPL Financial

Thank You

Documents

Sharing Great Content to Increase Engagement_FINAL