hg80 presentation

Copyright. Hg80 Pty Ltd. 2015

Social Marketing for Financial Advisors.

Copyright. Hg80 Pty Ltd. 2015 Copyright. Hg80 Pty Ltd. 2015

Setting the Scene.


LINTAS

IMA

NIELSEN

BLUEPRINT 3-‐D PUBLICIS

SAATCHI & SAATCHI HERDBUOYS

McCANN

OGILVY

1980 2014


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Managing some Financial Planner challenges.


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ENTREPRENEURS (ONE MAN BUSINESSES)

COMPETITORS, NEWCOMERS AND CALL CENTRES

MENTORING AND SUCCESSION PLANNING

INDUSTRY REGULATIONS

AGEING BOOK


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The quesNon is, what can, if anything, Social Media MarkeNng do to address

these challenges?


Social Media: the WOM Revolution.


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The printed media has accepted the digital revoluNon and in doing so, managing their futures. Have you?


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Take this quick assessment to predict your markeIng success in 2015 and find areas to improve. 1. Do you have an a)up-‐to-‐date website with at least b)one call-‐to-‐acNon to get people to interact, c)sign up for an email newsle[er, d)request valuable informaNon, e)download a white-‐paper, f)register for a seminar, or g)another way to interact? Value: 5 points for one or more calls to acNon: _______ Value: 5 addiNonal points for each call to acNon that is already generaNng qualified leads: ______


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2. Do you have video on your website? Value: Give yourself 5 points: ______ 3. Do you have a markeNng acNvity that will generate a minimum of 5 new qualified prospects each month (seminars, events, mailing, email campaign, networking, strategic alliance referrals, client referrals, etc)? Value: 5 points for each acNvity/strategy that has been proven or will be likely to produce qualified prospects: ____


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4. Do you have a list of more than 500 prospecNve prospects to mail and/or email? Value: 5 point with 5 points for each addiNonal 500 prospects on your list: _______ 5. How oaen do you contact your list of prospecNve clients? Value: 10 points for monthly contacts of email, mail or calls: _____


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6. How many prospects do you have on your “hotlist” – those you feel have a high likelihood of doing business with you this year? Value: 1 point for each hot prospect: _____ 7. How many referrals did you receive in 2014? Value: 1 point for every referral that became a client: ______ Total Score: _______


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Predict Your Marketing Success:

Top Producer: Score of 80 to 100+ points – you will likely have a great year! MarkeIng Up and Comer: Score of 50 to 79 points – you are building a strong pipeline! Just Ge[ng Started: Score of 30-‐49 points – you are on the right track, but to acquire the new business you deserve, more a[enNon may need to be paid to your markeNng. Opportunity Alert: Score of 0-‐29 points – you have all sorts of potenNal to make a be[er use of your markeNng efforts to generate prospects and new business.


Leveraging Social Media Content Marketing.


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WHAT An effective content mix

WHAT Regular and realistic

content

WHAT Different perspectives and

personalities

WHAT Quality Writing

WHAT Quality Creative

Defined content, topics, audience focus, purpose etc. Editorial / PR calendar Multiple content contributors All text-based content Visual Design, infographics,

edutainment

Analyse (all digital media is measurable)

Copyright.© Hg80 / 05.2014

Copyright.© Hg80 / 2014

GOAL To build on image as a trusted brand leader.

ACTION Content Marketing

ACTION Industry Presence

ACTION In-depth Customer Education

WHERE TVC, Print, Website and

Social Media Content Management

WHERE Brochures, Newsletter etc.

WHERE Consumer Participation, Consumer

Dialogue and Face-to-face engagement


Making Sense of it all.


Why People Use Social Media.

MAINTAINING CONNECTIONS AND MAKE NEW ONES

SEEK AND SHARE OPINIONS FROM

OTHERS

A WAY TO ACCESS ANY AND ALL INFORMATION


Why On-Line Presence is Non-Negotiable?

NEW CLIENT ACQUISITIONS

IF YOU’RE NOT TALKING TO THEM SOMEBODY IS

CURRENT CLIENT RETENTION


Aligning with the Rules of Social Media

LOW COST METHOD TO CONTROL BRAND

REPUTATION

INCREASE YOUR VISIBILITY IN YOUR TARGET MARKET

INCREASE THE NUMBER OF

REFERRALS YOU RECEIVE

ENHANCE COMMS WITH EXISTING

CLIENTS

Have a Social Media Plan within the Means to Fulfil.

Become a Resource.

Consistency is CriNcal. Don’t expect results if you’re not regularly pulng in Effort.

InformaNon is Conquered Territory. Relevance is the

Ba[lefield.


Content. The Essence of Social Marketing


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There are many tools out there to listen to Social cha[er. The good and the outstanding.

The right tool will provide the right insights from hundreds/thousands of conversaNons to plan the right content for Financial Social MarkeNng.


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Making Content ConnecNons by Listening

CONNECT WITH OTHER

ENTREPRENEURS

ENTREPRENEURS (ONE MAN BUSINESSES)

NEW INDUSTRY INSIGHTS SHARE

DEBATES

INDUSTRY REGULATIONS

WHAT FINANCIAL TOPICS ARE TRENDING

COMPETITORS, NEWCOMERS AND CALL CENTRES

WHAT ARE PEOPLE LOOKING FOR IN

FINANCIAL PLANNING

AGEING BOOK

WHO IS TALKING AND WHO IS

LISTENING TO THEM

MENTORING AND SUCCESSION PLANNING


Social Media is Dead. Don’t panic! Breathe. Social media 101 is dead because it’s evolving into a new form. Social media is moving from the side-‐lines towards the centre of a more integrated digital strategy. This new digital world touches and influences every aspect of communicaNon. In fact, social media is no longer a “nice to have”, it is a “can’t live without,” serving as the primary distribuNon channel for content markeNng.


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You already have all the content to populate your content plan.


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Building a business case for innovaNon.


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Measurement


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Measurement


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Measurement


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“A short jump is certainly easier than a long one, but no one wanNng to get across a wide ditch would begin by jumping half way.”

-‐ Carl von Clausewitz in On War


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Channels


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Linked In


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Push Content


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Who Viewed my Profile?


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ConnecNons


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MulNple Divisions


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AnalyNcs


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Facebook


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Twi[er


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Email


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Blog


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You Tube


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ArNcles


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Press Release


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What happens when you die?


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Change or Perish

Customer’s expectaNon on the web is insane. You can no longer be good at just one thing or two. It is a 10-‐thing

world and maybe a 20-‐thing world soon. One trick ponies are becoming a liability. Glory will come to the precious few who are willing to embrace this changing world.


Summary.


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Thank You.