Presentation given at the PIMS Forum held in May 2013 to financial advisers. Social media is a hot topic due to compliance and the new FCA. The presentation considers how financial advisers might integrate social media into their marketing strategy.

1. Social Media Best Practice
for Financial Advisers
Amanda Brown BA MSc DIC
Managing Director
Alterra Business Consulting Ltd

2. Session Outline
• The State of Social Media in the UK
• Social media management
• Social media content
• Q & A

3. The State of Social Media in the UK

4. The State of Social Media in the UK

5. LinkedIn members in and around London
3.52 m – 50
miles
3.02 m – 35
miles
2.59 m – 25
miles
1.84 m
10 miles

6. LinkedIn – optimise your profile

7. Optimise your Personal Profile
• Know your Keywords
• Edit your Profile
• Build your connections
• Answer questions
• Gain recommendations
• Be active

8. Advanced People Search

9. Company pages

10. Twitter
• 1 billion tweets are posted per week
• There are 200 million active Twitter accounts
• Worldwide 25% of consumers now have a Twitter account
• 38% of users tweet at least a few times a week
10

11. Twitter
The main reasons people use Twitter:
• Following celebrities (34%)
• Keeping up-to-date with information (33%)
• Connecting with friends (32%)
• Connecting with new people (27%)
• Expressing opinions and making their voices heard (27%)
11

12. Social media management
• Building a social media strategy with defined goals and
metrics
• The advantages/disadvantages of in-house management
vs. outsourcing to specialists.

13. Marketing Media
Outbound - Push Inbound - Attract
Print ads Blogs, Ebooks, White papers
Television ads Social media
Cold calling Search engine optimisation
Trade shows Webinars
Email marketing Feeds, RSS

14. Outbound Marketing
PROS
1. Reaches the masses
2. Effectiveness can be measured
3. Offers tried and tested results
CONS
1. Expensive
2. Low conversion rates
3. Harder to get prospects to listen
4. Prospects turned off by interruption messages
5. Prospects are less trustful
6. Does not initiate or require engagement

15. Inbound Marketing
PROS
1. Inexpensive
2. Handled by one person
3. Reaches targeted customers
4. Builds credibility and loyalty
CONS
1. Time consuming
2. Can be overwhelming
3. Can be slow to produce results
4. Learning curve can be long and confusing
5. Can be difficult to measure the results

16. Components of inbound marketing
Content
Blogs, videos, articles,
ebooks
Social
Media
LinkedIn, Twitter,
Facebook,
YouTube, Forums,
blogs
SEO
On page, off page,
page linking,
keyword analysis

17. Social media strategy
Use outbound activity to create inbound interest
Client
Sales
process
Education
process
Email
sign up
Outbound marketing
Inbound marketing

18. Social media strategy
• Who is your audience?
• Which platforms do they engage with?
• What content do they read?
• How frequently do they want to be informed?
Tailor valuable messages to the right audience on the most appropriate platform
on a timely basis

19. In-house v. Outsourced
Time
Expertise
Affinity
Cost effective
Control
Compliance
Costly

20. Social Media Content

21. Remaining compliant
• Ask questions
• Comment on relevant news
• Share your website
• Support your team
• Promote events
• Avoid the obvious pitfalls

22. Thank you for listening – any questions?