Smart technology (wearable : clothes, watches, eye glasses) that records data on your life and has the ability to tell you what to do.
Voice personality profiling so that call centres can assign the right consultant to you but also provides them with information relating to your basic personality traits.
Companies using that data, big data, to generate value such as a retailer using big data to the full to increase its operating margin by more than 60 percent. Or ever-narrower segmentation of customers and therefore much more precisely tailored products or services.
The emergence of two social classes: the technologically connected and fabulously wealthy 15% and the rest of us relegated to a vast underclass.
"Vast troves of data on all of us and then using that data to provide us with a constant stream of advice on how to live our lives and make better decisions."
It is a policy makers dream. A corporations nirvana.
Will it really make our lives better?
Will this become our Gattaca? : The film of a future society driven by eugenics where potential children are conceived through genetic manipulation to ensure they possess the best hereditary traits of their parents. Characters in Gattaca continually battle both with society and with themselves to find their place in the world and who they are destined to be according to their genes.
Will it become our Divergent?: a society that defines its citizens by their social and personality-related affiliation with five different factions.
Will we become the humans of Wall-e? : obese, infantile consumers who spend their days immobile in hovering lounge chairs, staring at ads on computers screens (or Google glass)
Viktor Mayer-Schönberger, Professor, Oxford Internet Institute, speaks of the power of big data as a tool that has the "potential to shape every part of our society from health care and education to urban planning and protecting the environment." He also notes that But "like every powerful tool, it has a dark side too: It threatens privacy protection and human volition."
As Mayer-Schonberger points out the potential and current positives are plentiful. Data correlations help Amazon and Netflix recommend products to us.
He writes of the medical benefits such as the monitoring of "vital signs from premature born babies discovered that whenever the vitals seem to stabilize, there is a high probability that a baby will suffer from a dangerous infection just a few hours later. Stable vitals are red flags, and recognizing them enables doctors to treat an infant before the full onset of the infection. They know what, not why—but that itself saves lives."
And what of how we catergorise people based on what an algorithm determines. Data can be used to make assessments on people, on communities and characterise them in ways that predicts their life expectancy, their suitability for certain occupations, their voting intentions, their criminality and their purchasing habits. Data could highlight threats to society. But a threat determined by whom? Big data?
All manner of crimes have been inflicted on peoples from a call to arms of national pride, soveriegn borders, or the protection of an ideology. This could be our "Captain America's Winters Soldier", futuristic perhaps, but this is already happening. As Mayer-Schonberger highlights certain city neighborhoods are policed more aggressively because Big Data predicts a high-level of criminal activity.
What of choice, free-will, societal liberty and moreover to what extent will we become slaves to the data itself? Will we give up choice? And to what extent is a choice that is made from options presented to us by an alogorithm?
For me I'm still pondering the benefits which are immense and the social consequences that if not considered may lead us to a dark place from which only the data will determine our fate.
Perhaps I will become Amish. They're allowed Netflix and Wi-Fi yeah?
References:
Manyika et al, 2011, Big data: The next frontier for innovation, competition, and productivity, McKinsey Global Institute.
Reed, B, 2013, Prominent economist predicts smartphones will soon tell us how to run every aspect of our lives, BGR Media.
Viktor Mayer-Schönberger, 2013, Big Data’s Bright and Dark Sides, Skoll World Forum.
Showing posts with label Social media. Show all posts
Showing posts with label Social media. Show all posts
Tuesday, 30 September 2014
Wednesday, 20 August 2014
Social media and financial advice : empire state of mind
Alicia Keys song about New York includes the lyrics
"Concrete jungle where dreams are made of
There's nothing you can't do
Now you're in New York!
These streets will make you feel brand new, big lights will inspire you".
The state of mind she sings about : belief, dreams, battling through the sameness to differentiate and make it big : is to me very close to what's going on in the quest to capture the social media space and engage with clients.
There is a sameness that is appearing in the manner in which people are implementing. We are all looking at the same big names in advice who have tapped into social media to engage with clients. Are we inspired? Is anyone really doing it well? If you build it ...will they come?
Broadly the answer sadly is no. Because there is something missing. If you do not have a state of mind that is social at its core then a social strategy is not one for you. If your client base does not suit a social strategy then maybe there are other ways to successful engage clients and monetize the engagement.
For me social, is the embodiment of that very word. It is the across the dinner table dialogue with a client where you get to share hopes and dreams (note there is reciprocation implied here). It is heavily reliant on you knowing your client base, your pitch or unique proposition to an ideal client, having the capabilities to deliver on that proposition and the right service model to truly enact that promise.
No amount of communication with a client be it via a social platform or not can be the solution to engagement if you don't have these components to start with.
Following that whether or not a social platform is the right way to communicate with clients depends on whether this is appropriate for the demographic and whether it suits your business model.
Don't get me wrong : I love social media and think it is a necessary mechanism to communicate with clients to truly tap into the psychology of what is core and innate in all of us : that is we are social beings. We are humans and we have always forged ahead by communication, sharing and bonding. We now have platforms which we can do this on in large scale.
As a student of psychology, the manner in which we as humans, as clients look bond with eachother, the way we look for reassurance and social proof before we act lends itself to a process of engaging with clients that taps into these hard wired drives. This client psychology and management of it embodies everything you do as advisers be it insurance advice, business insurance, Intergenerational advice or aged care. Building processes around the psychological processes that a client experiences in dealing with you and the satisfaction with life and well being outcomes they achieve as a result is critical in any communication with a client : including social media.
"Concrete jungle where dreams are made of
There's nothing you can't do
Now you're in New York!
These streets will make you feel brand new, big lights will inspire you".
The state of mind she sings about : belief, dreams, battling through the sameness to differentiate and make it big : is to me very close to what's going on in the quest to capture the social media space and engage with clients.
There is a sameness that is appearing in the manner in which people are implementing. We are all looking at the same big names in advice who have tapped into social media to engage with clients. Are we inspired? Is anyone really doing it well? If you build it ...will they come?
Broadly the answer sadly is no. Because there is something missing. If you do not have a state of mind that is social at its core then a social strategy is not one for you. If your client base does not suit a social strategy then maybe there are other ways to successful engage clients and monetize the engagement.
For me social, is the embodiment of that very word. It is the across the dinner table dialogue with a client where you get to share hopes and dreams (note there is reciprocation implied here). It is heavily reliant on you knowing your client base, your pitch or unique proposition to an ideal client, having the capabilities to deliver on that proposition and the right service model to truly enact that promise.
No amount of communication with a client be it via a social platform or not can be the solution to engagement if you don't have these components to start with.
Following that whether or not a social platform is the right way to communicate with clients depends on whether this is appropriate for the demographic and whether it suits your business model.
Don't get me wrong : I love social media and think it is a necessary mechanism to communicate with clients to truly tap into the psychology of what is core and innate in all of us : that is we are social beings. We are humans and we have always forged ahead by communication, sharing and bonding. We now have platforms which we can do this on in large scale.
As a student of psychology, the manner in which we as humans, as clients look bond with eachother, the way we look for reassurance and social proof before we act lends itself to a process of engaging with clients that taps into these hard wired drives. This client psychology and management of it embodies everything you do as advisers be it insurance advice, business insurance, Intergenerational advice or aged care. Building processes around the psychological processes that a client experiences in dealing with you and the satisfaction with life and well being outcomes they achieve as a result is critical in any communication with a client : including social media.
Thursday, 12 December 2013
A Short Guide For a Big Impact Communication Strategy
So here's a quick guide if: you are thinking of a social media strategy for professional service clients and have a website as a main plank for showcasing your business.
1) Just because social media exists does not mean it is appropriate for your communication strategy
2) First determine what is your message, to whom you will convey it
3) Next determine where your clients are getting information from : where are they congregating and interacting : if it is Facebook : Facebook might need to be part of your strategy : if not : then don't waste time
4) Twitter : great for broadcasting, sourcing information : but who is your audience and where do you get your news from : if audience is niche/specific : then twitter may not be appropriate
5) Blogs : allow you to update clients with value and position you as a subject matter expert : it is regular communication without being intrusive
6) Website : where you want to direct clients to : so they connect : great for referrals to be able to interact
7) Analyse your client base and determine the appropriate mix of communication strategies for you
8) Consider your website and update with staff profiles/videos, contact capturing section, blog page, and as for client communications : client personalised emails, client personalised video messages
9) Write your blog regularly: once a week: at least one a fortnight
10) Update LinkedIn and post your blog : the people connected to you will then be directed to your website
11) Hide your connections
12) Stalk your clients : see if they are on LinkedIn : see if they are active : connect with them : see who they are connected to : potential new clients?
13) Post videos on LinkedIn and on your website
14) Continue your personalised emails
15) Your "news" items are also things to post on LinkedIn and on your Blog
1) Just because social media exists does not mean it is appropriate for your communication strategy
2) First determine what is your message, to whom you will convey it
3) Next determine where your clients are getting information from : where are they congregating and interacting : if it is Facebook : Facebook might need to be part of your strategy : if not : then don't waste time
4) Twitter : great for broadcasting, sourcing information : but who is your audience and where do you get your news from : if audience is niche/specific : then twitter may not be appropriate
5) Blogs : allow you to update clients with value and position you as a subject matter expert : it is regular communication without being intrusive
6) Website : where you want to direct clients to : so they connect : great for referrals to be able to interact
7) Analyse your client base and determine the appropriate mix of communication strategies for you
8) Consider your website and update with staff profiles/videos, contact capturing section, blog page, and as for client communications : client personalised emails, client personalised video messages
9) Write your blog regularly: once a week: at least one a fortnight
10) Update LinkedIn and post your blog : the people connected to you will then be directed to your website
11) Hide your connections
12) Stalk your clients : see if they are on LinkedIn : see if they are active : connect with them : see who they are connected to : potential new clients?
13) Post videos on LinkedIn and on your website
14) Continue your personalised emails
15) Your "news" items are also things to post on LinkedIn and on your Blog
Monday, 9 December 2013
Getting Social : Social Media : are you forgetting the social and focussing on the media?
So tonight we are presenting for a group of financial service professionals about how can you build your brand, deepen client engagement and increase referrals and new business by listening and communicating with clients.
It's a topic we love, and love engaging and connecting with people on.
And there is the essence of what social media is....it is social.
Too often the "media" is the focus and old style marketing is thrust upon clients and prospects from a business that thinks it is getting social.
Too often the messages are not about the client, they are about the business.
Times have changed, in that no longer is the primary information that shapes our choices as consumers, coming from the business selling the goods or services.
We have as humans have always done but with accelerated power and scale made choices by consulting trusted sources, our social circle.
Now that social circle is no longer the people in a tiny village. Rather our social circle is global and instantaneous!
We have a bigger voice than the company and we are using it.
The way to get social and become the most interesting person in the room (or on the web) is as it has always been : to listen.
Can't wait to hear what people are saying and feeling tonight.
It's a topic we love, and love engaging and connecting with people on.
And there is the essence of what social media is....it is social.
Too often the "media" is the focus and old style marketing is thrust upon clients and prospects from a business that thinks it is getting social.
Too often the messages are not about the client, they are about the business.
Times have changed, in that no longer is the primary information that shapes our choices as consumers, coming from the business selling the goods or services.
We have as humans have always done but with accelerated power and scale made choices by consulting trusted sources, our social circle.
Now that social circle is no longer the people in a tiny village. Rather our social circle is global and instantaneous!
We have a bigger voice than the company and we are using it.
The way to get social and become the most interesting person in the room (or on the web) is as it has always been : to listen.
Can't wait to hear what people are saying and feeling tonight.
Wednesday, 27 November 2013
Getting Social : Part 2 What businesses need to know
So what is the process around getting social for businesses wanting to create customers from engagement via social media?
One principle that should guide your thinking here is that we, humans, like to connect and therefore forge communities with people like us.
So to demonstrate that you have shared values or at least empathy for the values of your ideal clients, you need to :
- create shareable stories around what it is that you do
- in turn create and demonstrate a culture that will prompt people to take action to promote you
The platforms for that interaction are social media.
So, when thinking about your ideal clients :
- your messages ie your content needs to be focussed on the members of your community of ideal client ie what ties them together?
- the content needs to be shareable
- you need to develop a rich in depth view of these groups and individuals : social helps you do that fast
- and you need to deliver content succinctly and with impact
Gossieaux and Moran in The Hypersocial Organisatiin talk about :
- listening, engaging on their terms, collaboration, and storytelling
All this is part of the process.
Importantly you need to be genuine, real, candid, and be willing to offer more than corporate speak and generic content.
You need to be you.
Finding out and defining who exactky that is, is your first step.
One principle that should guide your thinking here is that we, humans, like to connect and therefore forge communities with people like us.
So to demonstrate that you have shared values or at least empathy for the values of your ideal clients, you need to :
- create shareable stories around what it is that you do
- in turn create and demonstrate a culture that will prompt people to take action to promote you
The platforms for that interaction are social media.
So, when thinking about your ideal clients :
- your messages ie your content needs to be focussed on the members of your community of ideal client ie what ties them together?
- the content needs to be shareable
- you need to develop a rich in depth view of these groups and individuals : social helps you do that fast
- and you need to deliver content succinctly and with impact
Gossieaux and Moran in The Hypersocial Organisatiin talk about :
- listening, engaging on their terms, collaboration, and storytelling
All this is part of the process.
Importantly you need to be genuine, real, candid, and be willing to offer more than corporate speak and generic content.
You need to be you.
Finding out and defining who exactky that is, is your first step.
Thursday, 10 October 2013
How to get more "likes" on your corporate Facebook page
So you've set up your Facebook page for your business, and you have a good engaging website, maybe even some videos : client testimonials and "why" videos......you've built it....."they" should come......where are they???
You have 137 Facebook page "likes" and your articles / posts attract a handful of "likes" and certainly no "shares".
What's gone wrong.
You've fallen victim to McDonaldisation.
As pointed out by Macionnis and Plummer, 2012, much of social life is being or has been defined by the principles that guide the operation of fast food chains. Close intimate social groups have given way to fast, efficient but distant ones.
We live a great part of our lives via networks. And these newer networks have if you let it forgotten the oldest ideas of sociology that we move through life with a sense of belonging : our social groups are founded on associations with those that we identify with and interact with.
So if your posts on Facebook are one way....your product, your opinions, your sales pitch you are ignoring the basics of group dynamics ...that the group encompasses people with shared experiences, loyalties and interests.
Social groups think of themselves as special and as a collective "we".
What you are trying to do on Facebook is create a primary group. Sociologist Charles Horton Cooley, identified primary groups as small social groups whose members share personal and enduring relationships with sincere concern for each others welfare.
Members : belong together, have strong links, view each other as unique and irreplaceable.
By contrast a secondary group is large, impersonal, and has weaker emotional ties.
Your content to be engaged, of value, shared, liked needs to tap into the values of a primary social group.
If your intent is to attract a certain ideal client, then you need to understand what primary social groups and interactions your ideal client has. What are those values and experiences?
Only then can you have meaningful engagement with them.
Why else would a garden shears company Fiskars have a group of scrapbookers as a major contributor to R&D and a resultant 300% increase in sales. Because Fiskars listened and understood the social connections that their ideal clients had and tapped into that primary social group with value.
Your action plan......have you really though about your Facebook content, who it is aimed at and is it of value to them. Or rather have you just applied the same direct marketing techniques that didn't work by direct mail ....so why on earth would they work in a virtual community?
You have 137 Facebook page "likes" and your articles / posts attract a handful of "likes" and certainly no "shares".
What's gone wrong.
You've fallen victim to McDonaldisation.
As pointed out by Macionnis and Plummer, 2012, much of social life is being or has been defined by the principles that guide the operation of fast food chains. Close intimate social groups have given way to fast, efficient but distant ones.
We live a great part of our lives via networks. And these newer networks have if you let it forgotten the oldest ideas of sociology that we move through life with a sense of belonging : our social groups are founded on associations with those that we identify with and interact with.
So if your posts on Facebook are one way....your product, your opinions, your sales pitch you are ignoring the basics of group dynamics ...that the group encompasses people with shared experiences, loyalties and interests.
Social groups think of themselves as special and as a collective "we".
What you are trying to do on Facebook is create a primary group. Sociologist Charles Horton Cooley, identified primary groups as small social groups whose members share personal and enduring relationships with sincere concern for each others welfare.
Members : belong together, have strong links, view each other as unique and irreplaceable.
By contrast a secondary group is large, impersonal, and has weaker emotional ties.
Your content to be engaged, of value, shared, liked needs to tap into the values of a primary social group.
If your intent is to attract a certain ideal client, then you need to understand what primary social groups and interactions your ideal client has. What are those values and experiences?
Only then can you have meaningful engagement with them.
Why else would a garden shears company Fiskars have a group of scrapbookers as a major contributor to R&D and a resultant 300% increase in sales. Because Fiskars listened and understood the social connections that their ideal clients had and tapped into that primary social group with value.
Your action plan......have you really though about your Facebook content, who it is aimed at and is it of value to them. Or rather have you just applied the same direct marketing techniques that didn't work by direct mail ....so why on earth would they work in a virtual community?
Tuesday, 17 September 2013
Lessons from LA : Socially connected businesses
WOW! What an amazing time PCE had in LA last week. Aside from the glitz, glamour and fun, one thing that could not escape our attention was how socially connected businesses were with their communities.
Now we are not talking about transnational corporations, we are talking about local small/medium enterprises that have created communities of fans that engage with the enterprise through social networks and in so doing share their experiences, provide feedback, provide virtually free advertising and constant sources of referrals.
All the business needs to do to perpetuate the success of the community is to engage in kind and respond with value.
But what are the ingredients that allow this to happen.
This is the beauty of the simplicity of the process.
These businesses :
1) Make it easy to connect with them.
2) Provide a service and customer experience that is compellingly shareable.
3) Respond to the interactions.
Whilst in LA PCE posed the question via twitter that asked financial services business to imagine that they provided an experience that was so good clients would "check in" while visiting their financial services professional. Take this a step further and imagine a service so good that the client would Instagram, Facebook, Tweet the experience "live" as it unfolded.
Crazy? No......rather a reality that leading businesses are creating.
1) Make it easy to connect
- provide and advertise that you have free wi-fi in your office especially in your waiting area
- in that space have QR codes or connection boards that invite your clients to connect via Twitter, Facebook, Yelp etc
- invite on that connection board clients to check in
- make sure you have active pages on these sites with great content
2) Provide a service and customer experience that is shareable
- name cards reserving a spot in the car park "welcome"
- great coffee
- kids play area
- magazines and articles in reception tailored to your clients specific interests (change them for each client coming in that day)
- take a leaf out of car sales : the photo and flowers of the proud new owners of an implemented statement of advice
Clients will share via social networks these experiences because you have made them feel special!!
3) Respond to the interaction
- "like" their check in
- respond with comments
- post their picture
Over all get social and nurture your client community.
From cafes, to doggy day care, from juice bars to blow wave bars, fitness centres and yes financial planners people in LA get social and share what is shareable.
It all starts with a compelling customer experience.
Now we are not talking about transnational corporations, we are talking about local small/medium enterprises that have created communities of fans that engage with the enterprise through social networks and in so doing share their experiences, provide feedback, provide virtually free advertising and constant sources of referrals.
All the business needs to do to perpetuate the success of the community is to engage in kind and respond with value.
But what are the ingredients that allow this to happen.
This is the beauty of the simplicity of the process.
These businesses :
1) Make it easy to connect with them.
2) Provide a service and customer experience that is compellingly shareable.
3) Respond to the interactions.
Whilst in LA PCE posed the question via twitter that asked financial services business to imagine that they provided an experience that was so good clients would "check in" while visiting their financial services professional. Take this a step further and imagine a service so good that the client would Instagram, Facebook, Tweet the experience "live" as it unfolded.
Crazy? No......rather a reality that leading businesses are creating.
1) Make it easy to connect
- provide and advertise that you have free wi-fi in your office especially in your waiting area
- in that space have QR codes or connection boards that invite your clients to connect via Twitter, Facebook, Yelp etc
- invite on that connection board clients to check in
- make sure you have active pages on these sites with great content
2) Provide a service and customer experience that is shareable
- name cards reserving a spot in the car park "welcome"
- great coffee
- kids play area
- magazines and articles in reception tailored to your clients specific interests (change them for each client coming in that day)
- take a leaf out of car sales : the photo and flowers of the proud new owners of an implemented statement of advice
Clients will share via social networks these experiences because you have made them feel special!!
3) Respond to the interaction
- "like" their check in
- respond with comments
- post their picture
Over all get social and nurture your client community.
From cafes, to doggy day care, from juice bars to blow wave bars, fitness centres and yes financial planners people in LA get social and share what is shareable.
It all starts with a compelling customer experience.
Wednesday, 17 April 2013
Social Media Marketing Strategies for Financial Advisers
Today we are running a social media marketing and communications workshop for financial advisers.
Our love affair with SM started 4 years ago when in all seriousness we were considering career options.
After reading the basics in Groundswell by Charlene Li, then moving to The Hypersocial Organisation by Gossieaux and Moran and then Open Communication again by Li : it was discussed with an organisation we were involved with that the role of a social media manager was needed to build a community of our clients for collaboration.
They thought we were crazy. And nothing became of that.
After leaving that organisation our interest shifted to the practical application of social media for financial advisers.
And that what today is all about.
We refer today to the work of Safko and Amy Jo Martin : what does it take for success:
1) Whats you message?
2) How are you going to stand out?
3) What communication tools are you going to use?
So have something to say, make it interesting and publish it where people can find it.
Today we will talk about blogging, twitter, and social networks. How people use them and importantly how financial planners can easily apply these tools to their business.
But most of all the technology is not the hard part in fact it's the easiest.
What you need to do is:
- figure out what you want to say
- understand that you need to define to clients and prospects : why you?
- you need to be ready to be real, to share, to listen, to be responsive
Those last 4 points are the key to success in any marketing strategy.
Our love affair with SM started 4 years ago when in all seriousness we were considering career options.
After reading the basics in Groundswell by Charlene Li, then moving to The Hypersocial Organisation by Gossieaux and Moran and then Open Communication again by Li : it was discussed with an organisation we were involved with that the role of a social media manager was needed to build a community of our clients for collaboration.
They thought we were crazy. And nothing became of that.
After leaving that organisation our interest shifted to the practical application of social media for financial advisers.
And that what today is all about.
We refer today to the work of Safko and Amy Jo Martin : what does it take for success:
1) Whats you message?
2) How are you going to stand out?
3) What communication tools are you going to use?
So have something to say, make it interesting and publish it where people can find it.
Today we will talk about blogging, twitter, and social networks. How people use them and importantly how financial planners can easily apply these tools to their business.
But most of all the technology is not the hard part in fact it's the easiest.
What you need to do is:
- figure out what you want to say
- understand that you need to define to clients and prospects : why you?
- you need to be ready to be real, to share, to listen, to be responsive
Those last 4 points are the key to success in any marketing strategy.
Monday, 1 April 2013
The Power of Persuasion : key components of social media marketing
Aristotle described rhetoric, the art of persuasive speaking as having several components those being the characteristics of the speaker : ethos, the power of the message : pathos, and the logic of what is being said : logos.
Aristotle may have been a social media guru in today's world.
A credible speaker, a relevant message, the way in which the message is delivered, being innovative with the message and importantly picking the right community to deliver your message to are the key ingredients for any marketing campaign but especially one which can get instant delivery and feedback such as social media.
So what are these components one by one and how do you maximise your cut through when using social media?
The Source
Credibility 101. So you want to say something. Just who do you think you are? What credibility can you muster?
First : know what you want to say and then determine if you actually can command the authority to say it with believability. There is absolutely nothing wrong with using other sources to quote. The key is to have an opinion on it.
Having an opinion brings with it the power of credibility of authority. If you can combine that with charisma and being real then you're on a winner.
That is why videos work so well.
If you haves something to say then deliver it on person : that is video yourself, staff and anyone that interacts with your clients and talk about what you do for your clients and why.
The best and most powerful source of the message is and should be you.
The Message
It is not the 1990's anymore or worse the 1980's. Fear and greed may work : but it is short term and transactional and if you truly want to engage design a positive message that speaks to the dreams hopes and desires of clients. They want to learn, they want to bond and they want to acquire a better life. Design your message so your clients can see that your services are accessible and let them bond with you.
The Distribution of the message
So what's it going to be : words, visuals, audio, pod cast, text messages, snail mail : in a social media world : video, visuals, pod cast, pictures, : enhance the message by reaching the audience in multiple forms that appeal to different learning styles and stay longer in short term memory. Reinforcement of the message by multiple means cements the proposition in the minds of your audience.
The Right Community
Who are you trying to recruit to your message? Are you crystal clear on who is your ideal client? Only if you have a picture and an understanding of what is important to your key market will you have success. This means that for a time you are going to have to listen to your target audience, where they congregate, understand what they are following and what messages they are consuming. Only then will you be able to construct your message to be relevant and real to your ideal clients.
Those are the main ingredients.....next time ....the how you can actually persuade people to make the right choice of using your services now that they are listening.
Aristotle may have been a social media guru in today's world.
A credible speaker, a relevant message, the way in which the message is delivered, being innovative with the message and importantly picking the right community to deliver your message to are the key ingredients for any marketing campaign but especially one which can get instant delivery and feedback such as social media.
So what are these components one by one and how do you maximise your cut through when using social media?
The Source
Credibility 101. So you want to say something. Just who do you think you are? What credibility can you muster?
First : know what you want to say and then determine if you actually can command the authority to say it with believability. There is absolutely nothing wrong with using other sources to quote. The key is to have an opinion on it.
Having an opinion brings with it the power of credibility of authority. If you can combine that with charisma and being real then you're on a winner.
That is why videos work so well.
If you haves something to say then deliver it on person : that is video yourself, staff and anyone that interacts with your clients and talk about what you do for your clients and why.
The best and most powerful source of the message is and should be you.
The Message
It is not the 1990's anymore or worse the 1980's. Fear and greed may work : but it is short term and transactional and if you truly want to engage design a positive message that speaks to the dreams hopes and desires of clients. They want to learn, they want to bond and they want to acquire a better life. Design your message so your clients can see that your services are accessible and let them bond with you.
The Distribution of the message
So what's it going to be : words, visuals, audio, pod cast, text messages, snail mail : in a social media world : video, visuals, pod cast, pictures, : enhance the message by reaching the audience in multiple forms that appeal to different learning styles and stay longer in short term memory. Reinforcement of the message by multiple means cements the proposition in the minds of your audience.
The Right Community
Who are you trying to recruit to your message? Are you crystal clear on who is your ideal client? Only if you have a picture and an understanding of what is important to your key market will you have success. This means that for a time you are going to have to listen to your target audience, where they congregate, understand what they are following and what messages they are consuming. Only then will you be able to construct your message to be relevant and real to your ideal clients.
Those are the main ingredients.....next time ....the how you can actually persuade people to make the right choice of using your services now that they are listening.
Sunday, 27 January 2013
How to Socially Market into your Community
So many financial advisers are sceptical about social marketing. It's a fear response. Like your clients who can't contemplate their own demise and so baulk at your wealth protection plans - YOU can't get your head around using a different set of tools to communicate.
Social marketing is just like a mail box drop or sending out random flyers and mail outs with a BIG difference - social marketing actually works and is targeted and demonstrates who you are and connects you directly with your end customer.
All you need to to ......is a little work.
Here's how in a few easy steps:
1) Do your research on your community. I love census data....I love census night ...what? Am I the only one? Here's why I love it you get gold quality information.
Here's one we prepared a little earlier:
Demographicss of a suburb in good old Melbourne.
According to the 2011 census:
- population 23,814
- 48.6 percent makes
- 51.4 percent females
- median age is 33 years
- 60 percent born in Australia
- 65 percent have english as their first language
- 30 percent married
- 55 percent not married
- 69 percent full time workers
- 21 percent part time
- 4.4 percent unemployed
- 39 percent are professionals
- 16 percent management
- 14 percent clerical / admin
- 8 percent sales people
- 12 percent manual workers
- median rent is $369 per week
- median mortgage repayment is $2383 per month
- 20 percent fully owned homes
- 24 percent mortgage
- 54 percent rented
- individual income $905 per week
- households $1697 per week
2) How to engage your community
- Check out the local council website and twitter account and see how many followers they have and what the topics are
- you will probably find mostly the tweets are about projects and what's on
- often the key issues seem to be transport
- nothing too exciting
- but the followers are quite engaged in the community and comprise journalists, politicians, councillors, and generally people who care about and are involved in the community
- when you look at facebook pages in the suburb of your interest- they are small businesses, community groups, clubs : and there are lots of them
The idea would be that:
- you create a twitter account and facebook page under your business name
- in the profile you describe what you do and who you are
- you follow the local council twitter account
- you follow some of their followers - look for the most active, better tweets, those who are promoting the community and engagement
- "like" local Facebook pages
- then respond with "likes" when they post stuff (twitter or Facebook)
- write comments when they post stuff (twitter or Facebook)
- when someone follows you on twitter - thank them
- your own content should be : information, education, comments on community issues, inspiration, humour, and lots of local photos (demonstrating you are involved in and observant of your community)
- this should take you no longer than 15 minutes a day : We can help you with content ideas
3) What's the vibe in the community?
Maybe:
- community
- sustainable
- diverse
- inclusive
- progressive
- dynamic
4) Pitch
Who you are:
Make sure your pitch is shaped to who you are and the vibe.
Critical in a clients trust of a brand is : what do they do and who are they : and situationally where are they. Remember what you are: a local business engaged with your community......you are aren't you?
For help on the specifics check out www.positiveclientengagement.com under the coaching page.
Social marketing is just like a mail box drop or sending out random flyers and mail outs with a BIG difference - social marketing actually works and is targeted and demonstrates who you are and connects you directly with your end customer.
All you need to to ......is a little work.
Here's how in a few easy steps:
1) Do your research on your community. I love census data....I love census night ...what? Am I the only one? Here's why I love it you get gold quality information.
Here's one we prepared a little earlier:
Demographicss of a suburb in good old Melbourne.
According to the 2011 census:
- population 23,814
- 48.6 percent makes
- 51.4 percent females
- median age is 33 years
- 60 percent born in Australia
- 65 percent have english as their first language
- 30 percent married
- 55 percent not married
- 69 percent full time workers
- 21 percent part time
- 4.4 percent unemployed
- 39 percent are professionals
- 16 percent management
- 14 percent clerical / admin
- 8 percent sales people
- 12 percent manual workers
- median rent is $369 per week
- median mortgage repayment is $2383 per month
- 20 percent fully owned homes
- 24 percent mortgage
- 54 percent rented
- individual income $905 per week
- households $1697 per week
2) How to engage your community
- Check out the local council website and twitter account and see how many followers they have and what the topics are
- you will probably find mostly the tweets are about projects and what's on
- often the key issues seem to be transport
- nothing too exciting
- but the followers are quite engaged in the community and comprise journalists, politicians, councillors, and generally people who care about and are involved in the community
- when you look at facebook pages in the suburb of your interest- they are small businesses, community groups, clubs : and there are lots of them
The idea would be that:
- you create a twitter account and facebook page under your business name
- in the profile you describe what you do and who you are
- you follow the local council twitter account
- you follow some of their followers - look for the most active, better tweets, those who are promoting the community and engagement
- "like" local Facebook pages
- then respond with "likes" when they post stuff (twitter or Facebook)
- write comments when they post stuff (twitter or Facebook)
- when someone follows you on twitter - thank them
- your own content should be : information, education, comments on community issues, inspiration, humour, and lots of local photos (demonstrating you are involved in and observant of your community)
- this should take you no longer than 15 minutes a day : We can help you with content ideas
3) What's the vibe in the community?
Maybe:
- community
- sustainable
- diverse
- inclusive
- progressive
- dynamic
4) Pitch
Who you are:
Make sure your pitch is shaped to who you are and the vibe.
Critical in a clients trust of a brand is : what do they do and who are they : and situationally where are they. Remember what you are: a local business engaged with your community......you are aren't you?
For help on the specifics check out www.positiveclientengagement.com under the coaching page.
Thursday, 13 December 2012
Social Media Success for Financial Planning
We had a great conversation today with an adviser who posed the question : what have financial planning businesses done to be successful with social media and has that activity generated business?
We see many advisers who have dabbled.
They have a twitter account, Facebook - but it's not a business site more an extension of their social world and blended with clients often it's happened very much by accident, they have a linked in profile and sometimes they've written an article on financial planning and posted it on a company site and perhaps tweeted it.
Maybe they've been a little bit more advanced and using Hootesuite that blog has been tweeted and made its way to Facebook, where it's scored some likes.
What next?
The question: "what next" is actually the wrong question...."what should I do first" is the right way to go.
Lon Safko, The Fusion Marketing Bible, 2013, discusses the three major tools of social media, what he calls "the Trinity" - blogging, micro blogging and social networks.
Blogging is vital as not only does it improve SEO results but provided your content is what your desired audience values then you hit the mark as becoming someone trusted and regarded as a subject matter expert.
Directing people to your blog via Twitter espouses Safko, works provided you have great content and content that is original or adds value. Retweets and tweets about articles might provide information to your followers but for originality or interpretation and WIFM why wouldn't they go direct to the original authors?
Either by making your content original or actually writing an opinion piece on a topic that is relevant to your target audience that actually adds value by making it easier for them to understand a topic makes you ...useful....followable.
Finally all this activity is great but pointless unless you can generate a community that you can engage, share with, bond with, consult and learn about - then you don't have a base to build your business from.
So actually the first step is to decide ....who is your market? Where do they congregate? What do they follow? What are they interested in? What are the concerns they have?
It's about listening. In the Hypersocial Organisation, Gossieaux and Moran gave countless examples of corporations listening first to their target market before engaging successfully versus those who embarked on a social media strategy that was quickly seen as a marketing push.
Demonstrating that you care, understand, empathise and share similar values to your target market are critical factors in successfully engaging them to use your services.
It has to be genuine else it is easily seen through.
So the answer to the question posed?
Businesses in financial planning that have successfully used social media have:
- listened to what their clients and people like their clients want
- they have created original content based on those insights
- they have communicated that content via blogging and micro blogging
- they have engaged their followers via Facebook - appropriately separated from their personal page - and twitter
- they follow people who can add value to thier target market and to their own business
- they have engaged their followers by doing what social media is designed for : communicating and engaging
- they then have offered face to face group engagements on the topics that generate a buzz
- they have attracted friends of followers
- they are consequently seen as leaders, opinion leaders, subject matter experts....someone who can be trusted ......
- they collaborate and contribute
And by doing this they have built loyalty and their business.
We see many advisers who have dabbled.
They have a twitter account, Facebook - but it's not a business site more an extension of their social world and blended with clients often it's happened very much by accident, they have a linked in profile and sometimes they've written an article on financial planning and posted it on a company site and perhaps tweeted it.
Maybe they've been a little bit more advanced and using Hootesuite that blog has been tweeted and made its way to Facebook, where it's scored some likes.
What next?
The question: "what next" is actually the wrong question...."what should I do first" is the right way to go.
Lon Safko, The Fusion Marketing Bible, 2013, discusses the three major tools of social media, what he calls "the Trinity" - blogging, micro blogging and social networks.
Blogging is vital as not only does it improve SEO results but provided your content is what your desired audience values then you hit the mark as becoming someone trusted and regarded as a subject matter expert.
Directing people to your blog via Twitter espouses Safko, works provided you have great content and content that is original or adds value. Retweets and tweets about articles might provide information to your followers but for originality or interpretation and WIFM why wouldn't they go direct to the original authors?
Either by making your content original or actually writing an opinion piece on a topic that is relevant to your target audience that actually adds value by making it easier for them to understand a topic makes you ...useful....followable.
Finally all this activity is great but pointless unless you can generate a community that you can engage, share with, bond with, consult and learn about - then you don't have a base to build your business from.
So actually the first step is to decide ....who is your market? Where do they congregate? What do they follow? What are they interested in? What are the concerns they have?
It's about listening. In the Hypersocial Organisation, Gossieaux and Moran gave countless examples of corporations listening first to their target market before engaging successfully versus those who embarked on a social media strategy that was quickly seen as a marketing push.
Demonstrating that you care, understand, empathise and share similar values to your target market are critical factors in successfully engaging them to use your services.
It has to be genuine else it is easily seen through.
So the answer to the question posed?
Businesses in financial planning that have successfully used social media have:
- listened to what their clients and people like their clients want
- they have created original content based on those insights
- they have communicated that content via blogging and micro blogging
- they have engaged their followers via Facebook - appropriately separated from their personal page - and twitter
- they follow people who can add value to thier target market and to their own business
- they have engaged their followers by doing what social media is designed for : communicating and engaging
- they then have offered face to face group engagements on the topics that generate a buzz
- they have attracted friends of followers
- they are consequently seen as leaders, opinion leaders, subject matter experts....someone who can be trusted ......
- they collaborate and contribute
And by doing this they have built loyalty and their business.
Friday, 7 September 2012
Social Media For Financial Services - What You Need To Know
With the Financial Standard launching a scholarship to support financial advisers who are taking the lead in social media, http://www.financialstandard.com.au/smileys
PCE thought it worthwhile to look at some of the aspects of success in social media community building.
As fans of Gossieuax and Moran and others such as Iggy Pintado, looking at their research and writings makes sense for any one grappling with how and what they should be doing to engage clients via social media.
1) People trust people in their tribe.
As humans we have simply not evolved to engage with businesses who deliver to us content embedded with jargon and that is positioned to us in a way that portrays why dealing with said businesses is a good choice for us. What really matters are stories shared with us around the campfire. In other words we look to people we know and we trust to give us green light signals about our purchasing options and choices.
2) Building relationships is predicated and successful only when there is reciprocity.
A bond between people or indeed between people and a corporation is only successful if the bond is mutual which means there needs to be some give and take. In a social media sense this means that in order to engage a community you as the business need to bring something of value to the conversation / to the community.
3) People want to hear, read, see, experience what other people say about you, your services, your service encounters that you deliver.
It however is more than the what you do. People want to know and understand the why. Why is it that others have chosen to work with you. Testimonials are not enough. True engagement that is required is the power of the open forum. In essence an ongoing and virtual conversation about why you do what you do.
4)Forget traditional segmenting.
The financial planning business who talks to us about A,B,C and D segmenting based on revenue should forget about social media marketing.
What needs to occur is a mind shift in your business so that you explore and think about your clients in terms of the communities or using Gossieaux and Morans language the tribes you have in your client base and which tribes within your client base and beyond you would like to engage with.
5) Become truly customer focussed.
This means you need to assess your client service encounters and reshape them so that It speaks to the interests of your core identified communities.
6) To do that you need to listen.
Where is the community that your business can engage with value congregating? What interests do they have? What forums do they engage in? What are they saying?
7) Throw out the rule book.
Easier said than done. This means getting the people in your business to allocate time, budget and resources to placing emphasis on social media strategies. This requires a single dedicated and senior person in you business (senior in regard to hierarchy not necessarily age!) responsible for the strategy. It requires time to spend in forums to respond in a consistent customer focussed manner with alignment to the goal of the business that is importantly something the business can deliver on.
But let's make it clear that you can't do any of the above without the business knowing who it is they want to deal with, what problems those people and people in that community have, what it is that the business does for those people and the results that are provided. This is essentially your raison d'être.
Without that you will sadly get lost in the socia media clouds.
PCE thought it worthwhile to look at some of the aspects of success in social media community building.
As fans of Gossieuax and Moran and others such as Iggy Pintado, looking at their research and writings makes sense for any one grappling with how and what they should be doing to engage clients via social media.
1) People trust people in their tribe.
As humans we have simply not evolved to engage with businesses who deliver to us content embedded with jargon and that is positioned to us in a way that portrays why dealing with said businesses is a good choice for us. What really matters are stories shared with us around the campfire. In other words we look to people we know and we trust to give us green light signals about our purchasing options and choices.
2) Building relationships is predicated and successful only when there is reciprocity.
A bond between people or indeed between people and a corporation is only successful if the bond is mutual which means there needs to be some give and take. In a social media sense this means that in order to engage a community you as the business need to bring something of value to the conversation / to the community.
3) People want to hear, read, see, experience what other people say about you, your services, your service encounters that you deliver.
It however is more than the what you do. People want to know and understand the why. Why is it that others have chosen to work with you. Testimonials are not enough. True engagement that is required is the power of the open forum. In essence an ongoing and virtual conversation about why you do what you do.
4)Forget traditional segmenting.
The financial planning business who talks to us about A,B,C and D segmenting based on revenue should forget about social media marketing.
What needs to occur is a mind shift in your business so that you explore and think about your clients in terms of the communities or using Gossieaux and Morans language the tribes you have in your client base and which tribes within your client base and beyond you would like to engage with.
5) Become truly customer focussed.
This means you need to assess your client service encounters and reshape them so that It speaks to the interests of your core identified communities.
6) To do that you need to listen.
Where is the community that your business can engage with value congregating? What interests do they have? What forums do they engage in? What are they saying?
7) Throw out the rule book.
Easier said than done. This means getting the people in your business to allocate time, budget and resources to placing emphasis on social media strategies. This requires a single dedicated and senior person in you business (senior in regard to hierarchy not necessarily age!) responsible for the strategy. It requires time to spend in forums to respond in a consistent customer focussed manner with alignment to the goal of the business that is importantly something the business can deliver on.
But let's make it clear that you can't do any of the above without the business knowing who it is they want to deal with, what problems those people and people in that community have, what it is that the business does for those people and the results that are provided. This is essentially your raison d'être.
Without that you will sadly get lost in the socia media clouds.
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