©2013 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Watermelon Mountain Web Marketing Presented to LifePro Financial Services, Inc. February 5, 2013 Del Mar, CA

 By definition, it’s two-way!  You have two ears and one mouth - spend twice as much time listening as you do talking! 2013 Watermelon Mountain Web Marketing 2

 Cast a wider net  Branding  Build relationships  Improve business processes  Save money on paid advertising  Drive traffic to your website or blog ©2013 Watermelon Mountain Web Marketing 3

4  It’s FREE  It improves SEO  Billions of people use social media  some of them are your clients or prospects!

©2013 Watermelon Mountain Web Marketing5 It’s Your Money or Your Life! 2 hr/wk/channel Must schedule Hard to be visible Need website or blog

©2013 Watermelon Mountain Web Marketing 6

7 Operations Management Marketing & Sales Accounting & Finance Planning Online Marketing Social Media

© 2013 Watermelon Mountain Web Marketing 8 SEO (natural search marketing) Social Media Blog or Landing Page Web Presence E-news letter Paid Banners PPC Ads Press releases

 2/3 of adults with investment accounts have social media profiles  90% of financial advisors already use LinkedIn with some success  60% have acquired clients directly from the LinkedIn network  70% of insurers communicate with independent agents via social media  Twice as many agents under 40 (25%) use LinkedIn as do agents over 40 ©2013 Watermelon Mountain Web Marketing9

 Build credibility in an economic crisis and in the face of falling adviser trust  Match clients’ behavior  Create a channel for improving client satisfaction & building relationships  Communicate with distributors  Put brand “top of mind”  Listen! ©2013 Watermelon Mountain Web Marketing10

 Blog about news with commentary  Share relevant stories on Facebook,  Share infographics  Severe weather warnings  Share helpful tips to lower/manage risk  Use mobile social media for disaster recovery and services  Post “jargon-busters” on regular basis ©2013 Watermelon Mountain Web Marketing11

©2013 Watermelon Mountain Web Marketing12  Relationship building  Brand exposure to target audience  Good for surveys, support, feedback  Customize with video, events, discussion boards, blog feeds, more  Create links to e-newsletter, event registration, and your website

©2013 Watermelon Mountain Web Marketing 13 Facebook.com/maendelWealthManagement

 Create a business page – first you must have a personal Facebook account  Optimize your business page for search - Use an easy to remember version of your business name - Include links to your website, blog, and other social media - Place keyword-loaded content in the first paragraph of every field ©2013 Watermelon Mountain Web Marketing14

©2013 Watermelon Mountain Web Marketing 15 Facebook.com/FinanciallyWiseWomen

 Professional networking with: - clients - target audiences to understand their needs - professional connections to grow network size 16 ©2013 Watermelon Mountain Web Marketing

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©2013 Watermelon Mountain Web Marketing 18 linkedin.com/company/balanced-wealth-management

 Create a profile for yourself and create a company page  Use a keyword-loaded paragraph for the company description to improve optimization  Include links to your website in the company profile  Let employees know you have a company page so they can connect with it  Grow your network size! ©2013 Watermelon Mountain Web Marketing19

©2013 Watermelon Mountain Web Marketing 20 linkedin.com/groups/Financial-Social-Media-Marketing

If you are an investment advisor, the LinkedIn recommendations and endorsements sections may violate SEC and FINRA regulations. We recommend that you contact your firm’s compliance department to learn what is permissible. ©2013 Watermelon Mountain Web Marketing 21 *This applies only to Investment Advisors regulated by the SEC and FINRA, not to insurance advisors

©2013 Watermelon Mountain Web Marketing 22  Why: brand exposure, viral outreach, communicating and engaging with students, getting quick feedback.  What: content that is updated frequently (such as news, online activities, etc.) or that is time dependent.  Why not: not useful if done for personal musings. Must find ways to incorporate social 2-way element.

 Improve customer relations  Enhance brand image  Link to white papers, e-books, and industry blogs  Present rapidly changing news or events  Announce new rules ©2013 Watermelon Mountain Web Marketing23

©2013 Watermelon Mountain Web Marketing 24 twitter.com/brittneycastro

 Choose a username that is: - all lowercase - short - closely resembles your business name  Use keywords in your description  Include your primary website or blog URL ©2013 Watermelon Mountain Web Marketing 25

 There is a record-keeping obligation for communications with the public  Facebook, Twitter, and LinkedIn do not have a built- in system for tracking communications  May need to include - disclaimers - privacy policy - code of ethics - supervisory policy  Your compliance officer may need to review/approve social media communications ©2013 Watermelon Mountain Web Marketing26

 LinkedFA.Com  Free, private network like Facebook  Caters to your specific industry  Has special compliance tools and tracking  Niche sites offer industry specific content and tools ©2013 Watermelon Mountain Web Marketing 27

©2013 Watermelon Mountain Web Marketing28

 All social media should link to your main web presence  Place share icons for all of your social media at the top of your website - these link to your own social media sites  Include ShareThis button to make it easy for others to share your site on theirs  Include share icons in all your s and newsletters ©2013 Watermelon Mountain Web Marketing29

©2013 Watermelon Mountain Web Marketing 30

 It’s better to use 1-2 channels well than to use many poorly  Rule of thumb: 2 hours/week/channel  Take advantage of existing resources and skills  Match your channels to your goals and audience  Establish baseline frequency and stick with it  Supplement with other online and offline marketing (e-newsletters, direct mail, events, press releases, etc.) ©2013 Watermelon Mountain Web Marketing31

©2013 Watermelon Mountain Web Marketing 32  Hard to reach target markets to find qualified prospects  Better as destination than as a source  Better for branding than sales  Advertising on social media is often less effective than other advertising elsewhere online because... - B2C using social media aren’t there to buy, but to communicate with friends - B2B make different use of social media

 Social media is a good way to expand networking activities  RIA have to be careful to stay in compliance  Niche social networking sites offer more tailored tools  To put social media to work, you have to invest the time ©2013 Watermelon Mountain Web Marketing 33

 Presentation & handouts available at htm Presentation & handouts available at htm  Watermelon Mountain Web Marketing   © 2013 Watermelon Mountain Web Marketing 34