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#LinkedInIFA
The IFA and Financial Planners’ guide to
Important housekeeping note
Important housekeeping note
RDRCharging fees
Professional qualificationsChanging business models
Increased competitionCompetition from the Internet
RDRCharging fees
Professional qualificationsChanging business models
Increased competitionCompetition from the Internet
STRES
STRES
S!S!
Introductions
• Who are you?• Your current biggest
marketing challenge?• What appeals to you about
Social Media/LinkedIn?• How are you using it?• Concerns?• Fun outside work?
Just imagine…
Change
[Source: unknown]
[Source: unknown]
Why is Social Media important?
Social Media explained
Social Media explained
I need to pee
I peed
This is where I pee
Why do I pee?
Look at this pee!
[Source: unknown]
Social Media explained
I’m good at peeing!
[Source: unknown]
Social Media explained
I’m good at peeing! (And have a reputation for it!)
[Source: unknown]
Social Media explained
Forget “Social Media”.
Remember Image, Identity and Reputation Management.
Social Media explained
Forget “Social Media”.
Remember Image, Identity and Reputation Management.
LinkedIn is a key component of yourTrust Development Toolkit.
Financial Advisers are struggling to get noticed
Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good
Compeer March 2009 Financial DIY Report
Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’
Compeer March 2009 Financial DIY Report
Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees
Compeer March 2009 Financial DIY Report
Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees• 44% view the Internet as ‘an essential source of
financial information and advice’
Compeer March 2009 Financial DIY Report
Financial Advisers are struggling to get noticed
• 29% believe their knowledge is as good• 34% believe that ‘advice’ is a disguise for ‘sales’• 38% don’t believe advisers add enough value to
justify their fees• 44% view the Internet as ‘an essential source of
financial information and advice’
Compeer March 2009 Financial DIY Report
But...
Financial Advisers are struggling to get noticed
• Consumers still want access to your expertise• They don’t always want to meet you
– Permanent Insurance
Financial Advisers are struggling to get noticed
• Consumers still want access to your expertise• They don’t always want to meet you
– Permanent Insurance
• Are Financial Planners, Solicitors and Doctors under threat from the Internet?
Perceptions of IFAs and Financial Advisers
“I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.”
Perceptions of IFAs and Financial Advisers
“I don’t like my financial adviser. Apart from the fact that he has grey hairs sticking out of his nose, I don’t believe a word he says and I don’t trust him.”
“Every time he comes round he tries to sell me a policy and I always do what he says because I feel I ought to.”
The problem with consumers
• They have too many choices• You don’t stand out enough• They don’t have enough time• The Internet is seen as a shortcut• You don’t stand out enough online
Tell us something we don’t already know
Tell us something we don’t already know
Tell us something we don’t already know
Tell us something we don’t already know
Differentiate or Die
Your Differentiation Plan
• In the industry• In your community• In your niche
Your most powerful differentiator is...
What are you doing to get noticed?
• Google Places• YouTube• Blog• LinkedIn• Facebook• Twitter• Google +• Ecademy• Slideshare• EventBrite• Foursquare• IFA Life• iPhone App
Image Management tools
Powerful networking tool, but be careful...
What is LinkedIn?• May 2003• 135m users. 2 members per second• 200 countries, 10 languages• 21 m visits pm (US) (47m globally)• Up 63% on 2010• 50% in US, 9+ million in UK• Viadeo (35m), Xing (10m), Fast Pitch,
Ecademy• Shift from a Jobs site to real-time
networking• 1 m groups• Value: $1.5 - $2 bn• Mobile 2008. 400% growth in page
views per year
• 70% of IFAs• A HUGE mine of data.
All LI products help you leverage that data
• Invest time because it’s a People Search Engine
Name Active user accounts
Facebook 750 millionTencent QQ 674 millionQzone 480 millionNetease 360 millionWindows Live Messenger 330+ million
Tencent Weibo 233 millionHabbo 203 millionTwitter 200 millionSina Weibo 200 millionSkype 145 millionVkontakte 135+ millionBadoo 121+ millionOrkut 120+ millionBebo 117 million
LinkedIn 135+ million
What is LinkedIn?• May 2003• 135m users. 2 members per second• 200 countries, 10 languages• 21 m visits pm (US) (47m globally)• Up 63% on 2010• 50% in US, 9+ million in UK• Viadeo (35m), Xing (10m), Fast Pitch,
Ecademy• Shift from a Jobs site to real-time
networking• 1 m groups• Value: $1.5 - $2 bn• Mobile 2008. 400% growth in page
views per year
• 70% of IFAs• A HUGE mine of data.
All LI products help you leverage that data
• Invest time because it’s a People Search Engine
Why are you on LinkedIn?
• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
Why are you on LinkedIn?
• Share status• Find personalised news• Career discussions• Build Community• Search topics and
people• SEO• Share content
• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
Why are you on LinkedIn?
• Find contacts– Don’t be lazy when
connecting!– Personalise your
message
Invest time in your Profile
Invest time in your Profile
• People Search Engine• Looking for contacts & expertise – not friends!• Professional credibility• Differentiation post RDR• “People Buy People”• Shape your personal brand
Invest time in your Profile
Invest time in your Profile
Invest time in your Profile
Art Flater
Invest time in your Profile
“Specialties: Exceptionally good with sarcastic,smart ass remarks.”
“Able to sit in my chair for extended periods of time without numbness or fatigue.”
“Invented the 2 hour lunch break, which has been adapted by sales slackers everywhere.”
“Attempted to train dealer staff until I realized most were too stupid to accept the training. Once I realized that fact, I would just take them to lunch.”
Art Flater
Invest time in your Profile
“Sat on my chair and bitched at sales reps.”
“Sometimes I make a sales call.”
“Went to lunch a lot.”
“I avoid meaningful engagement and work, if at all possible.”
“Talked on the phone and hung out. Took credit for others accomplishments.”
Art Flater
Invest time in your Profile
• Check visibility > Philip’s Activity > edit
Invest time in your Profile
• Check visibility > Philip’s Activity > edit
Invest time in your Profile• Monitor your profile
Pro tip: Thank people who look at your profile
Invest time in your Profile
...as a Search Engine....as a Search Engine.
Search: IFA
Search: Financial Planner
Profile
• Decide your keywords – Very important• Add them to these key profile sections:
– Headline– Current work– Past work– Website– Public profile URL– Summary– Specialities– Contact settings
• Interests• Skills• Honours and Awards• Groups and Associations• Add extra sections
Note the keywords in name and summary
1. Note the keywords
1. Note the keywords2. Customise your profile URL
Connecting Twitter to LinkedIn
• Paint a broader picture of you and your professional life
Add keywords near the top of your Summary section
Include keywords in your Specialties
Include keywords in the Experience section
Include keywords in other sections
Prove your expertise and value by adding testimonials using the tool provided
Show your human side by adding non-work interests – plus a couple of keywords of course!
Contact Tina
Include a couple of keywords in your Contact details too
Contact Art
Humour works too!
Profile add ins
• Applications– Events– Polls– Projects– Trips– WordPress blog– SlideShare
• More Applications– Company Buzz– Amazon reading list– Box.net– Google presentations– iPhone App– Paid advertisements
Change the order to suit what you want people to see
Events
Events
Events
Events
Events
Choose Event Keywords
Events
First page Google results
Polls
Polls
Pulls in your presentations from SlideShare
Presentations
Pulls in your presentations from SlideShare
Presentations
Skills
Add Skills to your profile. LinkedIn will show you a wealth of related resources...
Skills
Skills – Art Flater
Skills – Art Flater
Company BuzzEnlarge page
Companies
• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter
and/or LI contacts• Recent tweets (incl.
Foursquare checkins)
Companies
• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter
and/or LI contacts• Recent tweets (incl.
Foursquare checkins)
• Products/services – images, video, URL and people
• Request and show recommendations
• Follow button for your website
• Advertise jobs ($195)• Promote – PPC or per 1000
impressions
CompaniesIFA: only 240 results as at Jan 2012
Every IFA should have a company profile
CompaniesFinancial Planning: 701 results as at Jan 2012
Every financial planning firm should have a company profile
CompaniesStatus Updates of 500 characters
CompaniesStatus Updates of 500 characters
Answers• More tab > Answers• Enhance and recognise perception of
expertise• Recommended categories for you
A powerful way to prove your expertise
News
• News tab at top• Personalised –
suggested categories– Major headlines– Financial Services– Marketing– Etc
• Save articles
Personalised news based on your profile page
News Personalised news based on your profile page
Groups
• Join (50) and/or create your own• Groups tab > Groups you may like• Build Community around You• People opt in to your content
– “Feed the fish and they’ll keep coming back”
• Follow specific content• LinkedIn emails your content to your contacts• Visibility in Google search results
Apps and Misc
• QR code
• Update / adjust regularly• Add generic info to
profile. E.g. CFP, exams• Just search!
– People– Events
• Use the LearningCentre
• Pay?
Apps and Misc
Apps and Misc
Apps and Misc
Apps and Misc
Apps and Misc
Apps and Misc
Apps and Misc
Apps and Misc
Apps and Misc
RDR
A golden opportunity to differentiate your proposition and connect with Internet-
savvy investors.
Coming soon!