Bruce Johnston LinkedIn presentation

A 4-part series by Bruce Johnston on LinkedIn.

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hi everybody Welcome to our session sponsored by Delaware Investments on social media over-view why LinkedIn I'm Bruce Johnston special business and social media advisor to Delaware industry veteran been in the business for over 30 years and certainly am sensitive to the compliance issues that surround leveraging social media especially LinkedIn and sensitive from the standpoint of what we talk about is how you can leverage LinkedIn in this complaint environment so with that said let's talk about LinkedIn well LinkedIn right now is a very impactful platform visors to leverage to meet up at 300 million people with 2 people per second joining this particular plaque for the difference between LinkedIn and Facebook is at LinkedIn is predominantly people that are looking to prospect into Network their business professionals where is Facebook is more of a social environment where photographs in vacations Etc show but not necessarily and everywhere you want to be in terms of how do you Prospect retain and acquire clients personality certainly most people in our industry are that and therefore they're very driven to the end goal hoping that by the time the five minutes is up from this presentation will be able to take this knowledge go out leverage it and open up a new account by day and frankly that's not going to happen on social media it's a process that you're going to have to go through your have to work on the process on a regular basis and then you will begin to see results as it states it's not about selling it's about building relationships so with that said let's talk about LinkedIn in the strategy that one should employ when you're talking about linked if I just seen the center circle here that's where your internet marketing strategy needs to reside think about your business you have a strategy and place you know what your target audience is you know what the net worth is of the people that you're going to be approaching you know all things about that particular Nish and you said metrics in place that will allow you to know whether you're cheating or not achieving if you're on target or not on target same thing holds true for the internet you have to have a strategy in place and that strategy is driven by compliance for those of us in this complaint world of financial services you have to Archive and you have to have a social media policy in place your firm is taken care of that for you firms are allowing advisors to create thought leadership positions and by the way that's what the internet is all about it's no longer a electronic resume what it is it's your ability to build your brand in to build your reputation thought leadership in the ability to post articles that reflect what it is that you specifically do or extremely important from a strategy standpoint next thing that we need to look at is over on the left hand side of the chart which is SEO or search engine optimization keywords play a huge role in LinkedIn and being found on LinkedIn people go out and do a dance searches and look for key phrases such as saving for college wealth management estate plan tax planning etc those are the types of things that you need to weave into your summer and in the later presentation will talk about how you build out that summary how you leverage the 2000 characters made syllables in order to do that from the standpoint of LinkedIn you know there are no longer Six Degrees of Separation which Kevin Bacon the same as for there are three degrees of separation so you have a first connection and those would be people that you know that our connections to you you have a second degree connection which gives you the ability to get introduced to a third-degree connection or another second degree connection of yours so those become extremely important often advisors ask how many clients or connections is enough and the truth of the matter is the more connections you have that you can benefit and they can benefit you the better off you are in terms of getting connected in a future presentation will talk a bit more about these conne...
hi this is Bruce Johnston special business and social media advisor to Delaware Investments and Welcome to our program today optimizing your LinkedIn profile in the next 5 minutes I'll take some time and walk through the LinkedIn profile and touch on the importance of certain areas as most of you know I'm a 30-year professional in the financial services business very very sensitive to compliance and how advisers can go about leveraging LinkedIn specifically and doing the compliance fashion so this is the one that drives most people nuts you look over the right hand side of your profile and you see the circles that fill up as you move forward and gain profile strength well let me point out to you that even though you're an All-Star that top section there where there's a little bit of white space will never fill in I don't know how many questions I've been received from advisers tell me what do they need to do to move that forward these are the four your profile strength and you'll never be able to fill in that top White Spot until they change the technology at LinkedIn so is that out of the way let's talk about utilizing a professional photo extremely important I know I've seen your visors that don't have profiles with photographs on there and what you're doing you're penalizing yourself statistically they talk about if you have a completed profile of a hundred percent then your search ability goes up by 40% if you don't have a photo on your LinkedIn profile the likelihood that somebody doesn't move forward and go through the rest of your profile is enhanced by 7 times so this photograph is extremely important and make it look professional in terms of the summary the summary of your ability and the area in which you can leverage 2,000 words and key words that make you more searchable so in here you want to leave in what is it that you do as a financial advisor is it a pension plans 401K rollovers saving for education in notes the words that I'm using these words that are used by people that search for you people do not search for 529 plans they don't search the term 529 in fact they don't search for the term 401K it's 401K rollover so you need to become sensitive to how these appear in search we've these into your summary as you leave them in your summary the more often times that you can use the then use your yard to be found because people will be searching for you by keyword and by Title by firm as well in terms of your experience include all of your experience I know that there are some forms that prohibit you from using prior or previous as it's called in LinkedIn but if you can use it then use it this is the way people find you they may know you from another firm they may know you from another field in tirely you may have come from the corporate world from a law firm from a CPA firm whatever the case maybe give people the opportunity to find you as well as your education your education is an area where that lights up so the name of your school lights up meaning anything in the world that turns blue means that it's so you can go out and find classmates you can go out and find anybody in your particular area that attended the same University or college with you keep Point here is that there are two areas there is the University and college page as well as your alumni organization you should join the alumni and you should follow the University or college page on LinkedIn if you enjoyed this please stand by for as we have another session coming up about the same length in if you would like me to come into your offices work with you on your profile I'm happy to do so we can do that in person we can do that via GoToMeeting please reach out to your Delaware region director and make arrangements to get through them thank you
hi everyone and Welcome to our session today Levering LinkedIn in your practice using advanced search this is Bruce Johnston special business and social media advisor to Delaware Investments wanted to spend some time with you today to talk about this very extremely important subject in my opinion to how my background is in the financial services business for the last 7 or 8 years I've been dealing directly with companies and working with him through Delaware on how to leverage with a compliance fashion advanced search is an interesting but from my perspective it's the gateway to LinkedIn this is how you can leverage LinkedIn to advantage or so notice that the toolbar is right up in front and center here in resides right above your photograph and if you look to the right you'll see the advanced buttons by clicking that advanced button that allows you to go in and perform a search and by the way this is a basic package search this is not premium this is basic that I'm going to show you that search button that allows you to search for people jobs companies groups a myriad of things and also allow you to buy going down below for the advanced people search criteria to eliminate a lot of people so I'm going to show you how to go in and carved millions of people down to just a handful of people that may be meaningful to you and how you go about building out your practice and retaining your current clients so let's take a look at Howard Advanced Search Works live where on the internet that right now and the first thing that opens up is your homepage so let's try this from your homepage no need to go into profile or the constant here is a up above the word interest you I see the toolbar there to the right of the toolbar you see the term Advanced what you need to do is click on advanced it's going to open up another search function for you now please remember this is basic so those of you who are the basic account or able to put together a search like this soap over here on the left hand side you can see I can use keywords first names excetera excetera in order to find somebody for example let's try to find somebody at Delaware Investments and will try to find Brett Wright who's ahead of third-party distribution so the first thing I would do is I would type in for the company name Delaware Investments now this is going to give you a choice because there's a drop-down menu that goes with this and it's going to ask if you want current or past employees current past past not current and that's talking about them being at the firm in so in this case what we want to do is we want to have this is current employees now from here we want to look up the title of the person I'm looking for so the title I'm looking for is sales manager because I really don't know the role that Brett placed I do of course I want to do is I want to go down and underneath the term located next to there's a postal code so I can put in the postal code 19103 which is Philadelphia and it's going to give me a radius and the radius is going to allow me to narrow the search to within 10 miles or maximize the search from a mileage standpoint up to 100 miles so let's type in 50 miles here so now what I have is the ability to hit search and when I hit search it's going through 300 million profiles and it's going to narrow it down to the person that I'm looking for and in this case I was looking for Brett right and even though his title as head of third-party distribution now I was able to use a former title to pick that up so you can see the power of LinkedIn search so you can look for groups of people you can go through groups you can go through companies and you can narrow it down to one person like we just did here so if I'm to click on Brett's first of all before we do that I'm looking at Brett's profile what it's told me there is that he is a premium user so as a key to use an advisor in the field whenever you see somebody with that goals logo it means her premium user meaning that they will probably have several hundred if not more connections and that's importa...
hi this is Bruce Johnston special business and social media advisor to Delaware Investments Welcome to our session today on leveraging LinkedIn in your practice specifically talking about using groups I've been in need financial services business for about 30 years certainly am sensitive to the compliance and compliance regulations that surround financial advisors leveraging Lincoln specifically in other social media platform so it seems that I say today will be sensitive to that and will be things that you can do in your practice that were are allowable bike compliance to LinkedIn groups is an interesting area where you can join up to 50 groups this is not dictated by your firm butt dictated by LinkedIn groups are interesting because what they do for you is they allow you to identify what groups your clients belong to so that you can create an online or visual affinity for your clients and where I can say to advisors where do you think of referral might come from your clients chances are that's going to come from their firm that they work for or it's going to come from a company that they work for each of which has on LinkedIn either a company page or group page so think about your clients in what groups that they might belong to there are three main groups in about two and a half million companies on LinkedIn so you're probably going to be able to fly small large and mega Fortune 500 type companies on LinkedIn with their group so good increases your chances of being found on LinkedIn because these logos are on your profile City in about three or four sections down in your profile so how do you find groups that are easy to find I mean think about your alumni organization which should be ones that you join first they could Charities Charities that your clients are involved with Community groups that your clients are involved with you need to do is type in the group name in the search bar is denoted here on the screen and what happens you can see I typed in LinkedIn sales Solutions and it pops out various groups and Company pages that are available now there is a group page obviously there's a showcase page the Showcase page is nearly an area where these people are promoting what it is that their companies do and giving you some pricing on that so the anatomy of a LinkedIn group is it it has a mission statement that identifies the manager for you and there's a series of discussions their jobs members and search so you can leverage these LinkedIn groups to identify certain members that you want to maybe reach out to so when you search the LinkedIn groups you go in and you look at the members that sits up there in the right-hand page and it'll tell you that there are 729 members well you want to narrow that search down so you type in the term vice president and now your results go from 729 down to 90 people that have vice-president is the designation then maybe you want to type in a city where these people reside which in this case will use Philadelphia since as for a Delaware Investments is located and we'll carve this 729 people down to 15 so you can see in a matter of three or four ski Strokes you can take hundreds thousands people and carve them down to a handful that you might want to reach out to so when you leverage LinkedIn companies you we are going to be able to access data this available from Two and a half million companies out there as I mentioned earlier you can track recent promotions you can follow your clients companies is what you want to do and is your note on the slide it'll tell you that I'm in the case of Delaware I have 60 for first-degree connections which introduced me to 200 connections which in turn is tells me they're 485 employees as of when I captured this data on LinkedIn you can do this with any company so remember any time you see a number on LinkedIn be in a group or a company page and there's you have to curse her over at the cursor will turn blue you're able to search that for him and putting your own key elements so hopefully that helps you with groups in the importance of groups that...

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