linkedin for the risk averse financial professional · linkedin •longest standing of the most...

LinkedIn for the Risk Averse

Financial ProfessionalLaurel Egan Kenny, President, Turningpoint Communications

MAAFP 2018 Financial Forum

Audience Poll

Who is using social media today?

Which platforms?

How long?

Are you active and Engaged or Passive?

LinkedIn

• Longest standing of the most popular social media

• Oxymoron: The most “professional” social network

• Sharing professional credentials and content

• Dynamic search capabilities - Not your grandfather’s “Rolodex”

• Stay in touch and up to date

• If used correctly, it can build / support personal branding

By the Numbers

530 Million users worldwide:

• 30% or 128 million US

• 70% of users outside the US in 200 countries (India 42 Million / China 32 Million)

• 80% believe professional networking is important

• Profiles with a photo get 21 times more views

• A professional headshot get them 14 times more views

• 36 times more likely to get a message

• Average Number of Connections / user = 400

• 3 Million people share content weekly

• 100 K articles published on LinkedIn weekly

• Users with 5+ skills get 17% greater views

LinkedIn

• Professional Profile

• Group• Allows interaction/engagement among a select audience• Privacy settings: private /open• Send Announcements (1/week)• Allows the person to post

• Company Page• Branded• Push information

Best Uses

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Customer Service

• Direct communication with clients

• Bringing clients together

• VIP treatment

• Specials

Marketing:Be the Marketer of your Personal Brand

• Establish a lasting impression in the mind of others.

• Differentiate among potential clients, customers, colleagues, centers of influence spheres of influence.

• Online and offline reputation

• Centers around you as an individual, but builds your business with you as a brand representative.

t

Promotion with a Plan

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Who: Audience What: Message When: Schedule Where: Which Vehicle Why: Strategy How: Implementation

Personal Branding Assessment

“What about my….?”

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• Reputation: Personal and Professional

• Job Performance

• Job Title

• Career Path / Level

• Education Level / Advanced Degrees: BA/BS, MS, MBA, PhD, DBA

• Certifications: CTP, CPA, PMP, FP&A, ACA, CFP, CPA, AAP, etc.

• Professional Development / Training

• Experience

• Network / Associates

• Professional affiliations, associations and organizations

• Marketable skills: Leadership Potential, Communication Style

• Thought Leadership

Thought Leadership

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Your expertise, presented or written for a specific audience

Study and promotion of best practices

Presentation of original ideas – a basis for change

Credible and focused

Changes how your audience views the topic… and you

Can only be “granted” by those who you seek out

Articulating your experiences in treasury and finance as original, innovative insights to further your profession, your employer and your career – Ira Apfel, AFP

Thought Leadership using LinkedIn


Articles

• Experience

• Questions answered

• Case study, Success Story, Timeline

• Advice – checklist

• What worked, what didn’t

• Evidence (chart, bio, photo)

Campaign

• Community Service – Feel good

• Awards / Recognition

• Alignments

What Not to Do: Solicitation!

What to Do

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• Build and maintain a robust profile• Your Profile is NOT your CV. Entice.

• Ask for Recommendations

• Give and get endorsements for skills you choose

• Educate your connections

• Build your network!

• Strike a balance: • Don’t add someone you would not feel

comfortable recommending to someone• Don’t be afraid to help someone build

their network

Make Every Post Count• Always think about your intended Audience

• Compelling• Be consistent

• Messaging• Timing• Style

• Quality vs. Quantity• Say more with less!• A picture is worth at least 1000 words!• Engage

Point System- Like- Share- Comment

Choose Your Connections Wisely

• Whom you choose to “Connect” to says a lot about you• What’s your policy

• Think about choosing an AUDIENCE, not friends

• LinkedIn has three levels of network• 1st level connections could be considered an ‘endorsement’

• Let them know you you’re there

• Grow slowly, but steadily

• Understand why people “LIKE” you

Think before you Link!

• Get your profile up to date BEFORE you Link

• Review your “activity feed” setting• Everyone, Your Network, Your Connections, Only You

• Think about what your updates/activity and “Contact” setting could be saying about you• Making several updates to your profile• Making many connections at once

Copyright 2018 Turningpoint Communications. www.turningpointcommunications.com

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Get up and Running ASAP

Use your HEAD

Headline

• Maximize all 120 characters

• What you do

• Use keywords

Headshot

• 500x500 pixels (80% face)

• Avoid selfies or images where you’ve cropped out your colleague

• Profiles with a photo get 21 times more views• A professional headshot get them 14 times more views• 36 times more likely to get a message

Choose the Way the World Sees You

Your Summary

• Tell your story in the first person

• Maximize 2,000 characters

• Balance English class and your own style

• Let readers know you and want more

• Inject your point of view / voice

• Include about 70-80% professional and 20-30% personal information

• Weave together your accomplishments and accolades with your values, passions, strengths, etc.

• Include all appropriate keywords

Experience, Education

• One paragraph focused on accomplishments per position or several bullet points

• Dates drive order

• Remember to weave key terms in

Skills and Endorsements• Think Key Words!

• Choose your top 50

Recommendations

• Ask influential people who know your work and style

• Make it easy for them

• Tell them exactly what you want to be recommended for

Now that you’re offand running,…..POST!

“So many great speakers and topics at the at the @MAAFP 2018 Financial Forum. I learned how to capitalize on LinkedIn for personal branding from @Laurel Egan Kenny of @Turningpoint Communications. How am I doing so far?”

Post a Picture or Video orWrite an Article!

• Why I love Treasury

• I failed at ______, but I learned 3 things

• I knew I would be successful when…..

• Top 10 things I’ll never do again…..

Tips and Tricks

1. Use algorithms to your advantage. Increase the likelihood that a particular person will see your post:

• View profile

• Message

• Tag!

2. Bend the rules. Some groups let you connect with your target audience. Being part of the group gives you permission to reach out and invite them to join your network. You don’t need to upgrade to Premium to do so.

3. Be redundant. Know the top five strengths you want to be recognized for and use them in your profile –repeatedly. This helps your audience find you

Use Laurel’s favorite features

• Video

• Articles

• Profile Photos: Headshot, Header

• Highlight/Pin to Top

• Messaging

• Look up

Social Media Police

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Unwritten Rules, but NO specific Laws

Other laws, do, however, apply: harassment, libel, ADA, etc.

Read and stay up to date on privacy settings.

Commit to making social media work for – not against – you!


Led by the states, the United States is developing laws and regulations to protect certain aspects of people’s information on social media. As social media sites evolve to make the dissemination of information easier, our society is beginning to recognize the problems inherent in such dissemination, and the use and protections to

which such information is entitled. Both the FTC and state legislatures are taking steps to protect the American public from inappropriate intrusions on their privacy through social media – even if they are only

protecting us from our own poor judgment. Americanbar.com

Social Media Policies at Work

govern your “social life” in/out of work

• Most companies are requiring employees to sign a social media policy as terms of employment.

• Pertain to conduct, tools, use of company resources, intellectual property, brand and one’s compliance with other laws.

• Your employer is entitled to monitor everything you do, and may own or take action based on anything you do, online even on your personal PC or mobile device.• Online activity may be grounds for dismissal (or add fuel to the “fire”) or criminal procedures


LinkedIn, Locked UP, or Locked OUT

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• Launch branded groups or company pages

• Posting a new job before you sign on the dotted line

• Connections: Who owns them?

• Contact Settings: • ‘Open to Job opportunities’

• Controversial LIKES

• TOO MANY contacts!

Copyright 2018 Turningpoint Communications. www.turningpointcommunications.com

Thank you

Laurel Egan KennyLaurel Egan Kenny, MS, MBA, is Founder and President of Turningpoint Communications, a marketing communications firm focused exclusively on promoting the thought leadership of treasury management focused banks and the technology providers who serve them -- in marketing and sales communications, at strategic events, in the media and in their communities.

Laurel served as Chief Operating Officer of the South Shore (Massachusetts) Chamber of Commerce, where she was responsible for the organization’s Management, Marketing and growing, engaging and retaining one of the country’s largest Chamber Membership bases.

Laurel is a Past President of the Treasury Management Association of New England and Communications Chair of the Dallas AFP. She is a sought after presenter on Treasury Management, Marketing, Social Media and other relevant topics at national and regional treasury management conferences. Laurel is an award winning AFP regional officer.

Prior to her current positions, Laurel spent 15 years building and leading marketing teams for two large, global Fortune 100 financial services firms in wealth and treasury management servicing divisions where she worked in direct alignment with executive, business development and relationship managers. Concurrently, Laurel founded a corporate entrepreneurial wealth management firm where she helped grow assets under administration from $0 to $150 Billion. She also grew treasury management win rates by nearly 900%. She brings her entrepreneurial and leadership experience to her clients.

Laurel lives south of Boston Massachusetts with her family.


linkedin for the risk averse financial professional · linkedin •longest standing of the most...

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