Social Media for Schwab Advisors

Social Media for Schwab Advisors

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  The views ofthird-party speakers and their materials distributed are their own and do not necessarily represent the views of Charles Schwab & Co., (“Schwab”). Third party speakers are not affiliated with Schwab. Schwab Institutional is a division of Schwab. ©Charles Schwab & Co., Inc. Member SIPC. Exploring The Social Networking and Media Landscape John Stone III Revenue Architects, LLC
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  Today’s Discussion Whatis the Social Media opportunity? Tools of the Trade Using Social Media to support your marketing efforts Regulatory and Compliance Considerations
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  New Media: TheOpportunity Expand awareness: Social Media allows you to extend your online presence and increase awareness Enhance your credibility: Within compliance constraints, you can take advantage of these newer “outposts” and engage audiences across the social web Drive traffic your way: With social media presence, your own web site will benefit from inbound links and search engine page ranking Convert opportunities: With a thoughtful plan and a consistent commitment to social media engagement, you can nurture prospects into new clients
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  Where is theValue? Aware Interested Considering Evaluating Committed Customer Advocate Developing initial perceptions… 1 .. Considering alternatives… 2 .. responding to relationship and dialog… 3 … becoming advocates for you. 4
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  Today's New MediaEcosystem Social media represents the fastest growing segment of the Web This growing phenomenon is creating a new generation of “brand influencers” Every second 2 new blogs are created 1,500 new “Tweets” occur 1,157 videos are viewed on YouTube
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  An Architecture ofParticipation User Generated Content Users are publishers and consumers Crowdsourcing Folksonomy Engagement
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  A New Modelfor Information Information in Web 2.0 is more… ..dynamic ..local ..atomic ..relevant ..mashable ..mobile ..sharable
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  The Principles RemainUnchanged Relationships Referrals Human interaction Authenticity Communication Intelligent Content Conversations
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  Google… … AWindow to Audience Intention
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  Organic Search OrganicSearch is Best Free More traffic Smarter people Longer lasting Organic Results 75% Clicks Vs. Paid Search
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  Organic Search =AuthenticVisibility Off Page = 75% Social Mediasphere Blogosphere Directories Partners Press Releases Answers, Forums, etc On Page = 25% Keywords Relevance Page Title, Tags Meta Data XML Site Map
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  The Long Tail– New Marketplace “ Financial Planner” “ Financial Planner for Verizon retiree” Image from http://www.novelr.com
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  Tools of theTrade
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  Social Software
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  Your Own WebSite Branding and Design Strong Content, Multi-media Web 2.0 Features (Mobile, Sharable, RSS), Rich Internet Applications User Generated Content Interoperate/ Mashups Landing Pages & Conversions All roads lead here… be prepared to capture the opportunities
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  Web 2.0 &Social Bookmarking Users to share links / bookmarks Web 2.0 integration Free marketing Drive traffic back
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  What to publish?Articles/ Blog Posts Others’ Content Podcasts, Videos Photos Presentations eBooks News Releases Event Announcements
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  Email & eNewslettersEmail is still key to stay in front of your audience Emphasize content and value Consider Text vs. HTML Tracking codes Syndication RSS Promotion (e.g. Events) Opt-in & Conversion
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  RSS – ReallySimple Syndication Subscribe to a feed and automatically receive updates Search-based feeds helps content find you Subscriptions are free RSS can be used for digital publishing and newsletters SUBSCRIBE Feed Readers, Aggregators, Flash, Google Desktop, iTunes, etc…
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  Mobile Extend yourreach WAP or Native Applications Mashups (e.g. Location Aware) Customer Service / Account Access
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  Wikis - WikipediaCollaborative authoring of content User-edited content 17 million Wiki Pages Content changes must by approved Articles are cross-indexed
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  Blogs A website of posts published in reverse-chronological order Brings more dynamic content to your audience Wide range in quality Can build presence in the mediasphere Increase awareness
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  Blogger Impact ExampleJeff Jarvis coins phrase “Dell Hell” in his blog Comments publicized by New York Times and Business Week Dell responds by creating Direct 2 Dell blog
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  Blog Syndication Alignindividual and corporate goals Newsletter Syndication RSS based Compliance workflow is key
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  Social Networking…
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  Facebook Presence, SharingTransparency- Identities – Home/ Work Groups, Fans, Events Increase Brand Awareness Syndication (e.g. Tweets, Links) Referrals
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  Facebook: Compelling Facts250 million+ active users 120 million+ users log on each day Two-thirds of users are out of college Average user has 120 friends Source: Facebook http://www.facebook.com/press/info.php?statistics 5 billion minutes on Facebook each day (worldwide) 30 million users update status at least once each day 8 million users become Fans of Pages each day Fastest growing demographic is 35 years old and older
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  Twitter Follow news,trends, brands, people, topics A new social and political revolution Listen, engage, service An outpost to syndicate your content Convert sales Find experts
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  Twitter Example -Find experts
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  LinkedIn Average age:41 years Average salary: $110,000 45 million users 16 million worldwide monthly unique visitors 331 million page views in June 2009
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  LinkedIn – KeyValue Credible business referral Network Professional outpost Tool for content syndication Long tail groups and communities Keys include connections and credible content
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  Financial Advisors inMy Network? Do they have a credible resume? Have people recommended them? Have they published? What is their particular expertise?
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  YouTube Another storefrontShareable, Relevance 24x7 Marketing Credibility Lead Generation Syndication – to your site, others Free – but requires commitment
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  Extend your MediaPresence
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  Podcasts Communication withsubscribed listeners Encourage sales & conversion rates Support nurture program Ability to offer richer content, greater loyalty Differentiate Appeal to long tail niche
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  Groups, Communities, Forums Share media, participate, communicate, innovate Foster advocacy Online focus groups / R&D Groups - Participate or Lead
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  eBooks Training, handbooks,reference guides, product guides, manuals Rich content, commercial Value Multi-media experience Searchable, indexed Credibility
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  Listening What isthe “Conversation” about you? Where to Listen: Relevant Forums, Blog Search, Twitter, Google Alerts Advanced listening systems and dashboards Determine the sentiment Participate in conversations
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  Events and WebinarsBuild credibility Collect registration data Promote with Facebook, Twitter, LinkedIn Enable the nurture program and permission marketing
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  Internet Marketing OpportunityYour Website Visitors! Conversions Landing Pages Offers Content Key Words Social Media Other Websites Inbound Links
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  Creating Value AwareInterested Considering Evaluating Committed Customer Advocate Developing initial perceptions… 1 .. Considering alternatives… 2 .. responding to relationship and dialog… 3 … becoming advocates for you. 4
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  What you cando? Talk to your compliance partners Good Better Best Establish an online presence with outposts within social media Enhance your web site experience Publish original content around your specialty Build your online network Syndicate your content across outposts Establish a nurture program with multi-media content, events and self-selection Better enable online conversions (e.g. engagements with your firm; two-way communications)
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  Consider Regulators &Compliance Look at all the Regulators who impact your business Use of advertisement product may require preapproval Establish firm policies related to electronic communications and participation in electronic forums such as social networking sites * Charles Schwab & Co., Inc. does not provide legal or compliance advice.
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  Thank You