Social Media Marketing

For The Estate

Planning Professional

!

April 5, 2011

George WallacePresident

Rebecca SlosbergDigital Marketing Specialist

@DiscoveryCG Facebook.com/DiscoveryCG

“The great French Marshall Lyuatey once asked his gardener to plant a tree. The gardener objected that the tree was slow growing and would not reach maturity for 100 years. The Marshall replied, “In that case, there is no time to lose; plant it this afternoon.” - John F. Kennedy

A new way of thinking about an old concept

You are already participating in social networking!

The Merrimack Valley Estate Planning Counsel IS a social network!

The Prism of social media revolves around your website

Traditional Marketing

Inbound Marketing

Traditional Media

All about THEIR business– It should be about what they

can do for YOU

In your face– Don’t have the choice

Hits the mass, no personal attention– Looks at numbers, not people

Inbound Marketing

• Developing a relationship– Getting to know the client,

personally

• Inviting– Don’t force, giving choices

• Provide value– Give away knowledge, free trials

or analysis without expecting something in return

The Strategy

1. Who are your Clients? Prospects?2. What are they interested in?3. What do you want to hear from them?4. What do you want to talk to them about?5. Segmentation6. What value can you offer?7. What are your goals?

The Basics

1. Change Your Thinking2. Take a Good Look at Your Website3. Figure out what you want to say, and to whom?4. Start the Discussion

Your Website is Your Hub

Why do you NEED a good Website?

1. Gives you a professional and trusted appearance2. A website is open 24 hours a day 7 days a week, unlike your

office3. Exposure 365 days a year4. Convenience for clients5. Expanded Marketplace, reach clients you may otherwise

have never met

Only 1 in 10 consumers trust ads, even if they saw the ads, they are likely to ignore them or NOT base their purchase

decisions on them. (Adweek Media/Harris Poll, 2010)

In a study conducted by social networking site myYearbook, 81% of respondents said they'd received advice from friends

and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. (Click Z, January 2010)

53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on

their intention to buy the product. (ROI Research for Performance, June 2010)

Implications• A new paradigm for

conducting business

• Companies no longer in control of their brands

• People depending on other people for the information that informs their buying decisions

• It is not about the technology

• It is about how to build the relationships USING the technology

• Tactics vs. Strategy

Caution!

P.O.S.T.• People

• Objectives

• Strategy

• Technology

“But really, what IS it?”(in a nutshell)

In a nutshell..• Blogs• Discussion Groups and Forums• Wikis• RSS• Widgets• Podcasts• Virtual Worlds• Viral Video and Photo• Social Networking Sites• Social Bookmarks

From Soup to Nuts

Presidential Race 2008

Results as of election eve 2008

Social Network McCain Obama Obama Now

Facebook Fans 620,319 2,379,102 7,646,208

Twitter Followers 4,603 112,475 3,326,837

YouTube Channel Views 2,052,993 18,413,110 22,730,210

MySpace Friends 217,811 883,166 1,926,593

Massachusetts Senate Race

As of election eve 2010

Social Network Scott Brown Martha Coakley

Facebook Fans 94,779 17,361

Twitter Followers 11,667 3,925

Governor's Race

As of February 2010

Social Network Tim Cahill Deval Patrick Charlie Baker

Facebook Fans 2,790 11,930 1,370

Twitter Followers 320 10,010 1,370

YouTube Channel Views None 18,439 None

MySpace Friends None 376 3,242

“I don’t have time for all that. I have a business

to run…”

SOCIAL NETWORKING IS NOW MORE POPULAR THAN EMAIL

According to Nielsen Online’s 2009 study, 66.8% of Internet users have used social networks, while only 65.1% have

used email.*

57% of U.S. Adults have a Profile on a Social Networking Site.

*Mashable.com

How Long Does It

Take To Reach

50 Million People?

“So how do I get started?”

BLOGGING 101152 million – The number of blogs on

the Internet (as tracked by BlogPulse).

73% of online users read blog posts, even if they aren’t aware of it.

Crucial to Online Marketing

1. Achieve Expert Status in your field2. Promote Your Name, Brand,

Product/Service3. Deliver Traffic to your Website4. Increase Your SEO Rankings 5. Develop a Community of

Prospects and Brand Ambassadors

“Wait, you want me to give away FREE advice?”

Corporate Blogging• Hosted by GM Executives

• Showcases “cars of the future”, the company’s move toward energy-efficient vehicles, and videos of prototypes.

• Allows consumers to become part of the conversation.

• Includes “Fact or Fiction” commentary

LINKEDIN 101 LinkedIn users tend to be more senior: 46% are Management or Executive Level

The majority (66%) of LinkedIn users are decision makers or have influence in

purchase decisions for their companies

• The First step to joining the Social Network• Connect with past contacts, new prospects, industry

insiders, referral sources• Stay in touch with your network of contacts as they

transition; be the first to know of new moves, promotions, career changes

• Make introductions within your newly expanded network

Your LinkedIn Profile is like a resume for you

and your business!

Make sure to complete it

100%

FACEBOOK 101

Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger

than Brazil.*

Facebook now has 500 million active users!

*Mashable.com 2009

Facebook Statistics

• The fastest growing demographic is baby boomers, those that are 55+ (Inc.com, Aug. 2010)

• Facebook is the second most trafficked site in the United States (Alexa Ranking)

• 51,481,960 Facebook users are between the ages of 35 and 64 • Facebook generates 770 billion page views per month• Average user is connected to 80 fan pages• Average user creates 90 pieces of content each month

(Social Media Today, March 2011)

Facebook: Ernst & Young

Facebook: Haymond Law

TWITTER 101

In the past year alone, the average number of tweets per day has nearly tripled from 50 million to 140 million.

*Huffington Post, March 2011

Twitter Statistics• 175,000,000 – Number of twitter user accounts • 460,000 – Average number of new accounts per day

over the last month.• 182% – Increase in number of mobile users over the

past year.

Even the Boston Police are Tweeting!

Enterprise Bank: Celebration of Excellence

How?

• We researched and found members in the nominating community (Massachusetts and New Hampshire) using advanced search tactics that were active in social media.

• We connected with them on Facebook and Twitter, telling them about the event and how they can make a difference by nominating a business while guiding them to the correct place online to do so.

Results?

• We had a goal of getting 250 nominations. By the last day of nominations we had received over 350, surpassing our goal by 100.

• Furthermore, out of the 350 nominations over 125 submitted their applications to receive the award, over 25 more than our goal of 100 applications submitted.

DISCUSSION GROUPS, FORUMS,

& USER REVIEWS

Show that you’re THE expert

90 Days to set up all platforms, get populated, and get trained!

How long does it REALLY take?

45 minutes a day to engage with your target audience, that’s it!

George WallacePresident

Rebecca SlosbergDigital Marketing Specialist

@DiscoveryCG Facebook.com/DiscoveryCG