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.

1. Is Anyone Listening?
Sheri Fitts
ShoeFitts Marketing, Inc.
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@missfitts

2. Meet aBoo!
Eight year old, 116 lbs, Little Girl Newfie: aBoo!
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3. Today’s Purpose
• A short review: your audience
and your platform(s).
• Listening via social media.
• Other listening resources.
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Thank you!

4. 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?
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5. Women are from Facebook and Twitter.
Men are from LinkedIn.
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Source: Entreprenuer.com, Mediabistro.com

6. Your Brand Tells Your Story
office
environment
Source: Designing Brand Identity, Alina Wheeler
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phone
social
media
interactions with
customers
Written
content
website
design
logo
branded
collateral
note
paper
advertising
Employee
dress
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7. A brand isn’t what you say
about yourself—
it’s what your customer
tells a friend about you.
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~ Forbes

8. Communication Has Never Evolved So Fast

9. © ShoeFitts Marketing, Inc. All rights reserved.
Marketing
is not a
one way
street.

10. 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.
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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.

11. What Is Marketing?
Source: Get Found Online, Hubspot.com
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12. It is a Conversation
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13. Social Media: Extending Your Reach
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14. Listen!
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15. Competitive intelligence
is one of the most
overlooked opportunities
in social media.
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16. • New insights to keep your
brand relevant
• Build trust with customers
• Respond in real time (within
compliance of course)
• Secure new clients
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17. 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
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18. Finding the Connections
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19. © ShoeFitts Marketing, Inc. All rights reserved.

20. © ShoeFitts Marketing, Inc. All rights reserved.

21. © ShoeFitts Marketing, Inc. All rights reserved.

22. Get Started with Groups
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• 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

23. © ShoeFitts Marketing, Inc. All rights reserved.

24. 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
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25. Learn: Followerwonk!
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26. Listen: Create Lists
Create lists on
Twitter to help you
manage ‘noise’.
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27. Listen: Monitor Your @Handle
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28. © ShoeFitts Marketing, Inc. All rights reserved.

29. © ShoeFitts Marketing, Inc. All rights reserved.

30. Facebook: Get to the Personal
• 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
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31. Google Alerts
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32. Reputation Management
• Your name
• Firm name
• Slogans, key messages, or mottos.
• Key words or items that are relevant to your
services.
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33. © ShoeFitts Marketing, Inc. All rights reserved.

34. © ShoeFitts Marketing, Inc. All rights reserved.
@missfitts #ShoeFitts
Newsle

35. “…treat social media as
more like a telephone, and
less like a megaphone.”
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~ Huffington Post

36. 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
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37. 100 Tips for Social Media Success
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www.shoefitts.com

38. www.smarsh.com/whitepapers/financial-advisors-guide-social-media-strategy-policy/
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40. © 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.