Six Social Principles for Success 2013 Social Media Conference for Financial Services

Victor Gaxiola

Subject Matter Expert: Social Media

https://www.actiance.com/victorgaxiola

@VictorGaxiola

Confidential and Proprietary © 2013, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc

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SME

Former Financial Advisor

Husband/Father

Music/Film Lover

Travel

Humor

@VictorGaxiola

Speaker

What I’ll Cover

What We’ve Observed

Social Media Maturity Curve

The Six Principles for

Social Media Success

Best Practice

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What We’ve Observed Social Media – A Powerful Marketing Tool

Attracts customer attention and promotes loyalty

Facilitates conversations

Increases opportunities for “viral” transmission

of information about you or your

services

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Content rich environments thrive

Humanizing the brand leads to engagement

Social is flexible and fast

There are few experts

You must plan for mistakes

Make it fun

What We’ve Observed Social Media – A Powerful Marketing Tool

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Social Media Maturity Curve

Pre-Consideration

• No Social Presence

• Restrictive social

policy

• No Social Tools

Early Consideration

• Some Corporate

Presence

• Banned/ restrictive

policy in place

• Pilot program in place

Early Adopters

• Corporate Presence

• Acceptable use policy

• Social media being

used by distributed

teams/advisors

Early Majority

• Corporate Presence

• Social media usage

by distributed teams

advisors

• Acceptable use policy

• Previous concerns

about FINRA and/ or

impact of social media

overcome by market

acceptance and

demonstrable results.

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Six Social Principles for Success

Crowdsource Content Develop Personal Brand Create Integral Strategy

Measure & Analyze Educate and Train Leverage Customers

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Principle 1: Strategy

Social media is just another way to broaden your reach

Companies are successful in their social media use when social networking is part of the corporate DNA

Executive sponsorship facilitates progress

“Social Media is a part of the mix,

not the solution”

GARTNER

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Principle 2: Personal Brand

YOU are the most valuable asset

17% of consumers trust a brand. 70% trust recommendations given by friends and connections

Long-term objective: consumers and customers engage with the brand as embodied by individual employees

Humanize the message – make it relatable

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Principle 3: Relevant Content

Content is the fuel that drives the social engine

Deliver compelling, informative and entertaining content

Develop a library of interesting insights, investment challenges, wealth management tips, etc.

Strive for personalized, unique content that informs your connections about you.

Don’t just broadcast a brand message, mix it up

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Principle 4: Crowdsource

Before making buying decisions, consumers research online and seek recommendations from their network

Empower the Social Consumer to work for you

Provide useful information that establishes your expertise and is worth sharing

Convert consumers into advocates

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Principle 5: Education

Understand the role of social media in sales and marketing and establish your social media objectives

Select which social networks are best for you and follow best practices to build out and maintain your network

Integrate social media activities with corporate systems

Adjust your social media program

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Principle 6: Analytics

Measuring clicks vs. measuring engagement

Comments are more valuable than “likes” and shares are more valuable than comments

The number of followers on Twitter, LinkedIn and Facebook is an important metric

Active listening leads to effective engagement

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Best Practices

1. Establish Create your social network profile page and populate it with

relevant information about yourself and business

2. Connect Build your list of connections to contact, interact, and

communicate

3. Engage

Connect and interact with your contacts by providing content,

photos, videos, event notifications, news updates, upcoming

conferences, promotions, etc.

4. Measure Use system metrics to measure your engagement and online

influence

Objective Recommendation

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Visuals (Profile/Cover Photos)

Static information

Listen first, act second

Best Practices

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Training Methods

Classroom

Webinars (live, recorded)

Printed Material

Videos

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Thank You

Join us at Facebook.com/actiance

Victor Gaxiola

Subject Matter Expert: Social Media

Actiance.com/victorgaxiola

@victorgaxiola

Confidential and Proprietary © 2012, Actiance, Inc. All rights reserved. Actiance and the Actiance logo are trademarks of Actiance, Inc

#LLSMC #Actiance