how to leverage linkedin - what every financial planner and ifa needs to know

How to Leverage LinkedInHow to Leverage LinkedIn

What every IFA and Financial Planner needs to know

Philip Calvert, IFA Life

#IFALife

Important housekeeping note

Important housekeeping note

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[Source: unknown]

Why is Social Media important?

Social Media explained

Social Media explained

I need to pee

I peed

This is where I pee

Why do I pee?

Look at this pee!

[Source: unknown]

Social Media explained

I’m good at peeing!

[Source: unknown]

Powerful networking tool, but be careful...

What is LinkedIn?

• May 2003• 100 m users• 200 countries• 21 m UK visits pm• 270 m visits globally pm• 50% in US, 8+ million in UK• Viadeo (30m), Xing (10m),

Fast Pitch, Ecademy• Shift from a Jobs site to

real-time networking

Name Active user accounts

Facebook 750 millionTencent QQ 674 millionQzone 480 millionNetease 360 millionWindows Live Messenger 330+ million

Tencent Weibo 233 millionHabbo 203 millionTwitter 200 millionSina Weibo 200 millionSkype 145 millionVkontakte 135+ millionBadoo 121+ millionOrkut 120+ millionBebo 117 million

LinkedIn 100+ million

What is LinkedIn?

• May 2003• 100 m users• 200 countries• 21 m UK visits pm• 270 m visits globally pm• 50% in US, 8+ million in UK• Viadeo (30m), Xing (10m),

Fast Pitch, Ecademy• Shift from a Jobs site to

real-time networking

What is LinkedIn?

• 70% of IFAs• A HUGE mine of data.

All LI products help you leverage that data

• Invest time because it’s a People Search Engine

• May 2003• 100 m users• 200 countries• 21 m UK visits pm• 270 m visits globally pm• 50% in US, 8+ million in UK• Viadeo (30m), Xing (10m),

Fast Pitch, Ecademy• Shift from a Jobs site to

real-time networking

Why are you on LinkedIn?

• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events

Why are you on LinkedIn?

• Share status• Find personalised news• Career discussions• Build Community• Search topics and

people• SEO• Share content

• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events

Why are you on LinkedIn?

• Find contacts– Don’t be lazy when

connecting!– Personalise your

message

Invest time in your Profile

Invest time in your Profile

• People Search Engine• Looking for expertise – not friends• Professional credibility• Differentiation post RDR• “People Buy People”• Shape your personal brand

Invest time in your Profile

Invest time in your Profile

Invest time in your Profile

Art Flater

Invest time in your Profile

“Specialties: Exceptionally good with sarcastic,smart ass remarks.”

“Able to sit in my chair for extended periods of time without numbness or fatigue.”

“Invented the 2 hour lunch break, which has been adapted by sales slackers everywhere.”

“Attempted to train dealer staff until I realized most were too stupid to accept the training. Once I realized that fact, I would just take them to lunch.”

Art Flater

Invest time in your Profile

“Sat on my chair and bitched at sales reps.”

“Sometimes I make a sales call.”

“Went to lunch a lot.”

“I avoid meaningful engagement and work, if at all possible.”

“Talked on the phone and hung out. Took credit for others accomplishments.”

Art Flater

Invest time in your Profile

• Check visibility > Philip’s Activity > edit

Invest time in your Profile

• Check visibility > Philip’s Activity > edit

Invest time in your Profile• Monitor your profile

Pro tip: Thank people who look at your profile

Invest time in your Profile

Invest time in your Profile

Invest time in your Profile

...as a Search Engine....as a Search Engine.

Search: Financial Planner

Profile

• Decide your keywords – Very important• Add them to these key profile sections:

– Headline– Current work– Past work– Website– Public profile URL– Summary– Specialities– Contact settings

• Interests• Skills• Honours and Awards• Groups and Associations• Add extra sections

Note the keywords in name and summary

1. Note the keywords

1. Note the keywords2. Customise your profile URL

Connecting Twitter to LinkedIn

• Paint a broader picture of you and your professional life

Add keywords near the top of your Summary section

Include keywords in your Specialties

Include keywords in the Experience section

Include keywords in other sections

Prove your expertise and value by adding testimonials using the tool provided

Show your human side by adding non-work interests – plus a couple of keywords of course!

Contact Tina

Include a couple of keywords in your Contact details too

Contact Art

Humour works too!

Profile add ins

• Applications– Events– Polls– Projects– Trips– WordPress blog– SlideShare

• More Applications– Company Buzz– Amazon reading list– Box.net– Google presentations– iPhone App– Paid advertisements

Change the order to suit what you want people to see

Events

Choose Event Keywords

Events

First page Google results

Profile add ins

• Applications– Events– Polls– Projects– Trips– WordPress blog– SlideShare

• More Applications– Company Buzz– Amazon reading list– Box.net– Google presentations– iPhone App– Paid advertisements

Change the order to suit what you want people to see

Pulls in your presentations from SlideShare

Profile add ins

Skills

Add Skills to your profile. LinkedIn will show you a wealth of related resources...

Skills

Skills – Art Flater

Skills – Art Flater

Search and Save

Find topics of interest to you and save them for reference

Search and Save

Filter by Network, Individuals, Company, Time, Location, Industry and #

Companies

• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter

and/or LI contacts• Recent tweets (incl.

Foursquare checkins)

Companies

• Basic details and map• Get followers• Edit profile > Timeline• List key employees• Share comments to Twitter

and/or LI contacts• Recent tweets (incl.

Foursquare checkins)

• Products/services – images, video, URL and people

• Request and show recommendations

• Follow button for your website

• Advertise jobs ($195)• Promote – PPC or per 1000

impressions

CompaniesIFA: only 178 results as at Sept 2011

Every IFA should have a company profile

CompaniesFinancial Planning: 653 results as at Sept 2011

Every financial planning firm should have a company profile

CompaniesStatus Updates of 500 characters

Answers• More tab > Answers• Enhance and recognise perception of

expertise• Recommended categories for you

A powerful way to prove your expertise

News

• More tab > News• Personalised –

suggested categories– Major headlines– Financial Services– Internet marketing– Online media– Marketing– Etc

• Follow sources– Reuters, Bloomberg etc

• Suggestions for you via shares on StumbleUpon

• Novel and newsworthy– News shared by people

in your network

Personalised news based on your profile page

Groups

• Join (50) and/or create your own• Groups tab > Groups you may like• Build Community around You• People opt in to your content

– “Feed the fish and they’ll keep coming back”

• Follow specific content• LinkedIn emails your content to your contacts• Visibility in Google search results

Example forum in LinkedIn groups

You decide which content appears

Niche Groups & Communities

• IFP group• Financial Planners using Social Media• Marketing for IFAs group• ISO 22222 group• My Money Tip group

• Create exclusive groups. E.g.Blue Sky Best Practice group for IFAsand Financial Plannershttp://www.ifalife.com/Networking

My Money Tip

• Personal Finance Tips for the Internet generation

• 140 characters maximum• Please share your expertise

http://www.ifalife.com/MyMoneyTip

• Post to the My Money Tip LinkedIn Group

• Tweet to @MyMoneyTip• Email to philip@ifalife.com

Stuck?

• Learning centre: http://learn.linkedin.com/– Under the ‘More’ tab

• Or email: philip@ifalife.com• http://uk.linkedin.com/in/socialmediaspeaker

www.ifalife.com