Compliant social media for financial advisors

Transcription

1 Compliant social media for financial advisors Dean Emerick Ottawa Social Media Marketing 1957 The USSR launches sputnik 1958 USAF creates computer inter-net to share information between geographic locations as a precaution. The Internet is available to the Public The World Wide Web is created Wild West Nothing is Relevant Webmasters stuff pages with any and all keywords to get traffic undermines public confidence and web is on the verge of collapse Page Rank (Larry) AlgorithmI ntroduced Registered September 15, 1997 Relevance based on more than 500 million variables and 2 billion terms PC Magazine reports that Google has an uncanny knack for returning extremely relevant results... become search engine of choice in the Top 100 Web Sites 1

2 Notable Milestones Billion URL s Indexed 2003 Blogger is acquired and Weblogs become a bonafide media Billion items indexed including 800 million pictures 2006 Youtube is acquired cornering online video 2007 Gmail is open to anyone, cornering the market Trillion URL s indexed million Facebook users forces Google to include Social Media in the algorithm Just breathe... because the more things change Processing the more they stay the same. 2

3 things you need to know... linkedin was the first true social media platform the social power cluster = youtube, twitter, facebook, linkedin, wordpress keywords are the foundation of your online strategy what you do off-page and on-page are equally important nothing has changed we still read, listen and watch because the googlebot follows links, backlinks matter How do people get their INFORMATION? Print Radio Television Read = Article, Blog Listen = Podcast Watch = Video Sites nothing has changed except... it is a social medium, not a marketing medium which means that people get to interact 3

4 In order to make a sale people need to trust you. In order to trust you, people need to meet you. it s all about the coffee In order to meet you they need a venue. the internet is just another point of contact Get them for a coffee, serve them for a lifetime. PROFILES Etiquette for Everyone Use your real name and photo SCREEN NAMES Studmuffin69 don t creep any one out Have separate accounts for your personal profile PAGES 4

5 Detail who you want to befriend and why. Not everyone need apply. SALESY Focus on being a person of value FORTHCOMING STRANGERS Avoid approaching your friends friends for sales purposes. If you are doing your job right, then you will be recommended WASTE of TIME Do not waste others time with invitations to play games, birthday requests, etc. Don't put anything on the Internet that you don't want your future boss, current client or potential clients to read THINK FIRST FRIENDS You may be judged for the company you keep 5

6 GRACE Not everyone is going to want to be your friend and it may not be for personal reasons. Accept and move on. write your updates in a word processing document so you can check grammar and spelling before you post. WORD PROCESSING NEVER Compliance Issues Never post when you're tired, jet lagged, intoxicated, angry or upset. Advice Do not give specific advice online. Other s who read it might use it although it does not fit their portfolio. Hardcopies Keep track of these because you will need them for your permanent records. Offer to meet or use your phone. 6

7 Opinions Giving opinions may be misconstrued as an endorsement Clients Discourage them from posting sensitive personal information. Use the phone, not . Instructions Do not accept them. Offer to meet or use your phone. License Clearly state what products and services you are allowed to offer. Credibility You may expose yourself to attacks or criticism. Regulators Know your legalese because Regulators are out there. 7

8 5/12/2011 Ethics Permanent Be wary of misrepresentation, omission of information, breach of privacy, etc. Each update, video, article, like, tweet, picture, link and blog post is out there FOREVER. Think before you post. Social Media Be consistant. Check it at the same times every working day. Make a policy to not post until 10 minutes after you wrote your response If you are creating interesting content, people will find you Create curiosity, avoid salesy tactics Online Marketing Rules Know what your KEYWORDS are and build on them. More exposure is better than less, so use all of the available media. Article, Blog, Podcast, Video. Paint with a broad brush because whatever you put out there will be there forever. Err on the side of caution Get your prospects to a coffee 86% of all local searches are online What we know... 8

9 90% of these searches result in offline activity 61% went offline to purchase the product/service they found online. 90% of consumer purchases are made within 20 miles of where people live or work Only 26% of local businesses have a comprehensive online presence Translation: Most consumers are using their phones and computers to find products to purchase locally, but are only finding 1 in 4 of the service providers. Branding consumers search by problem or solution shin splints = nike things to do in ottawa = festivals back pain = chiropractor children s safety = bridgestone 9

10 Keywords: 80% bedbug bed bug bedbugs one variation appears in 8/10 searches bed bugs Financial Advisors cfp finance advisor financial advising financial advisors investment advisory 40,000/month 18,000/month 18,000/month 6600 month 6500/month Tip of the day... you can find me at ottawasocialmediamarketing.com Free Keyword Tool from Google my name is dean emerick 10