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Developing effective listening channels is the key to establishing yourself as a thought leader and maintaining your social media strategy. This presentation on crafting listening channels that can give you the edge you need in the increasingly competitive financial industry.
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© ShoeFitts Marketing, Inc. All rights reserved.
Sheri FittsShoeFitts Marketing, Inc.
Is Anyone Listening?
@missfitts
© ShoeFitts Marketing, Inc. All rights reserved.
Meet aBoo!
Eight year old, 116 lbs, Little Girl Newfie: aBoo!
© ShoeFitts Marketing, Inc. All rights reserved.
Today’s Purpose
• A short review: your audience and your platform(s).
• Listening via social media.
• Other listening resources.
Thank you!
© ShoeFitts Marketing, Inc. All rights reserved.
Your Audience
• Where are your prospects and clients most likely to be?• What type of information
do they want to receive?• How might you reach
out?• How might they reach
back?
© ShoeFitts Marketing, Inc. All rights reserved.
Women are from Facebook and Twitter. Men are from LinkedIn.
Source: Entreprenuer.com, Mediabistro.com
© ShoeFitts Marketing, Inc. All rights reserved.© ShoeFitts Marketing, Inc. All rights reserved.
Your Brand Tells Your Story
Source: Designing Brand Identity, Alina Wheeler
phone
social media
interactions with
customers
Writtencontent
officeenvironmen
t
websitedesign
logo
branded collater
al note paper
advertising
Employee dress
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.© ShoeFitts Marketing, Inc. All rights reserved.
A brand isn’t what you say about yourself—
it’s what your customer
tells a friend about you.
~ Forbes
Communication Has Never Evolved So Fast
© ShoeFitts Marketing, Inc. All rights reserved.
Marketingis not a one way street.
© ShoeFitts Marketing, Inc. All rights reserved.
Don’t Bother Me!
84%
of 25- to 35-year olds have left a favorite
website because of intrusive or irrelevant
advertising.
91%
of email users have
unsubscribed from a
company email that they
previously opted into.
86%
of people skip television
advertisements.
44%
of direct mail is never opened.
200M
Americans have
registered with the FTC’s
“Do Not Call” List.
© ShoeFitts Marketing, Inc. All rights reserved.
What Is Marketing?
Source: Get Found Online, Hubspot.com
© ShoeFitts Marketing, Inc. All rights reserved.
It is a Conversation
© ShoeFitts Marketing, Inc. All rights reserved.
Social Media: Extending Your Reach
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
Listen!
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
Competitive intelligence is one of the most
overlooked opportunities in social media.
© ShoeFitts Marketing, Inc. All rights reserved.
• New insights to keep your brand relevant
• Build trust with customers• Respond in real time
(within compliance of course)
• Secure new clients
© ShoeFitts Marketing, Inc. All rights reserved.
Follow Companies
• Planned downsizing• Recent earnings• New leaders moving to town• Promotions for any current clients• Charitable events that you could support
and/or attend
© ShoeFitts Marketing, Inc. All rights reserved.
Finding the Connections
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
Get Started with Groups
• Learn from existing ‘conversations’
• Interject your unique insight and ideas into the mix
• Offer your own content focused on helping Group Members
• Create your own Group; create a feedback loop product ideas
• Use as a Customer Service resource
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
Follow the Right Tweeps
• Your clients, prospects and competitors!• Your Centers of Influence• Local and regional firms• Reporters and editors from industry
publications
• Explore #hashtags• Review influencers ‘follows’ and curated
lists• Search for industry specific words
© ShoeFitts Marketing, Inc. All rights reserved.
Learn: Followerwonk!
© ShoeFitts Marketing, Inc. All rights reserved.
Create lists on Twitter to help you manage
‘noise’.
Listen: Create Lists
© ShoeFitts Marketing, Inc. All rights reserved.
Listen: Monitor Your @Handle
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.
• Events: Sports,
charitable, church, etc.• Family: New baby, lost
Grandfather, Millennial children
• Focus: Faith-based, funny, sarcastic
• Work: Position, promotion, colleagues, etc.
• Photographs, videos, comments
Facebook: Get to the Personal
© ShoeFitts Marketing, Inc. All rights reserved. @missfitts
Google Alerts
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Reputation Management
• Your name• Firm name• Slogans, key messages, or mottos.• Key words or items that are relevant to
your services.
© ShoeFitts Marketing, Inc. All rights reserved.
© ShoeFitts Marketing, Inc. All rights reserved.@missfitts #ShoeFitts
Newsle
© ShoeFitts Marketing, Inc. All rights reserved.© ShoeFitts Marketing, Inc. All rights reserved.
“…treat social media as more like a telephone, and less like
a megaphone.” ~ Huffington Post
© ShoeFitts Marketing, Inc. All rights reserved.
Next Up: Social Media for Advisor Series
Use Storytelling to Create Content
People-oriented businesses demand relating to others, and basically, telling good stories. Use that gift to create your social media content.
Thursday, November 13, 2014 10:00 - 11:00 AM PT
© ShoeFitts Marketing, Inc. All rights reserved.
100 Tips for Social Media Success
www.shoefitts.com
© ShoeFitts Marketing, Inc. All rights reserved.
www.smarsh.com/whitepapers/financial-advisors-guide-social-media-strategy-policy/
© ShoeFitts Marketing, Inc. All rights reserved.
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© ShoeFitts Marketing, Inc. All rights reserved.
Sheri Fitts
www.shoefitts.com
www.linkedin.com/in/sherifitts
@missfitts
www.facebook.com/shoefitts
www.advisortweets.com/blog
© ShoeFitts Marketing, Inc. All rights reserved.