Date post: | 21-Jul-2015 |
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Social Media |
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Copyright. Hg80 Pty Ltd. 2015 Copyright. Hg80 Pty Ltd. 2015
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?
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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.
Copyright. Hg80 Pty Ltd. 2015 Copyright. Hg80 Pty Ltd. 2015
Leveraging Social Media Content Marketing.
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)
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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
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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
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Why On-Line Presence is Non-Negotiable?
NEW CLIENT ACQUISITIONS
IF YOU’RE NOT TALKING TO THEM SOMEBODY IS
CURRENT CLIENT RETENTION
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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.
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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
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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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“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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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.