The social executive positions their financial institution as a thought and industry leader Building trust through transparency social executives empower their employees to share the organizations story and enable sales teams to deliver insights and thought leadership aligned to customer expectat ID: 792470
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Slide1
Build Your Brand
social media for CFOs
Slide2The social executive positions their financial institution as a thought and industry leader. Building trust through transparency, social executives empower their employees to share the organization's story and enable sales teams to deliver insights and thought leadership aligned to customer expectations on social media.
Hootsuite
Slide3social media for CFOs
why social media
risks
rewardsget startedgoalstacticscontenttransparency
personalization
process
appendixactionable takeaway
3
© Randstad North America, Inc. 2016
Slide4risks & rewards
Slide5risks of social media
Time
Exposure
Did you know there are as few as 5.6% of Fortune 500 CEOs on Twitter? Additionally, a whopping 68% of Fortune 500 CEOs don’t have any social presence whatsoever according to a study conducted by CEO.com and DOMO.*
Slide6rewards of social media
Weber shandwick | KRC Research
Slide7rewards of social media for CFOs
Hootsuite and LinkedIn explored how the use of social media by senior executives within
Financial Services
impacts employee engagement and company revenue.
Social Currency Report
40% increase in employee engagement as a direct correlation to CFO or executive engagement.
When sales teams are engaged on social media, they’re 50% more likely to achieve sales quota.
Slide8getting started
Slide9goals
Slide10identify your goals
Identify your business goals that will be achieved through the use of social media
EX: Lead Generation: Attract new clients to your business who are interested in estate financial management provided by your firm.
Identify the social goals that rolls up to business goals. Identify the channel that will achieve that social goal. Create a social post that rolls up to the business goal EX: Business Goal is Lead Generation: Write a blog post titled, “Six Keys to Effective Estate Planning.” The blog has a Contact Us button. Create a post or tweet that invites users to click-through to the blog and contact your organization.
Business Goals
Social Goals
Slide11tactics
Slide12choose your tactics
Thought Leadership
The choice to post and engage helps to develop you as a Thought Leader in your space. Combining goals with content gives you the foundation to stay on a focused path and establish the right follower base in your field.
ChannelsDecide what channels are best for your purposes. LinkedIn is the obvious choice for professionals. Though, Twitter allows for largest engagement and growth opportunity.
Types of Content
Aggregated vs Curated vs Original content
The balanced use of aggregated (someone else’s content) vs. curated content (your opinion about someone else’s content) vs. original content (content you create and post), can help define your presence and establish your credibility
GrowthTo build your personal brand is expand your personal brand footprint. Follow and connect with others to continually enlarge your audience. Paid promotion is also a way to accelerate your channel growth
Slide13content
Slide14where to get content
Original Content
LinkedIn Publisher & Pulse
Your company site/blogMulti-author blog sites like Medium, Huff Post, etc.Personal blog
Content Sources
LinkedIn’s Influencer list
Industry magazines
Authors you likeTrending TopicsTwitter: Trends, MomentsTools: Trends HashtagsCurrent Events
Slide15transparency
Slide16ways to be transparent
Leadership
: The leaders of transparent companies are accessible and are straightforward when talking with members of key audiences.
Values: Ethical behavior, fair treatment, and other values are on full display in transparent companies.Culture: How a company does things is more important today than what it does. The way things are done is not a secret in transparent companies.Business strategy: Of particular importance to the investment community but also of interest to other audiences, a company’s strategy is a key basis for investment decisions relating to increasing transparency.Employees: Employees of transparent companies are accessible, can reinforce the public view of the company, and are always able to help people where appropriate.
Results
: Transparent companies are clear about the results of all business practices, both good and bad. Successes, failures, problems, and victories all are communicated to all stakeholders.
Shel Holtz and John Havens, authors of Tactical Transparency
Slide17personalization
Slide18personalize your own brand
Slide19process
Slide20what’s the process
Slide21appendix
Slide22terms you need to know
LinkedIn
A networking tool to find connections to recommended job candidates, industry experts and business partners. Allows registered users to maintain a list of connections.
Corporate connections, recommendations, endorsementsReciprocalEngagement = Likes, Shares, Comments
Groups/Company Pages
LinkedIn connectivityExperience & Skills
Keyword-loaded paragraphs for Summary and ExperienceYour personal and professional capabilities
Slide23social media quick tips
Connect with people you know
Customize your LinkedIn URL
Use InMail for connecting and communication not just promotion Include how you are connected when sending invites We all have busy outside lives - stick to regular business hours
Publish original content
Slide24terms you need to know
Twitter
A micro-blogging community where posts and links are 140 characters or less
Not reciprocalTweet The post/entry made on Twitter
Engagement = Like,
Retweet
, MentionHashtag
Similar to regular tags, these are keywords associated and assigned to an item of content with a hash mark (#) attached to the front of the word. Hashtags make it easier to follow a topic of interest discussed on Twitter
Slide25social media quick tips
Share great content & create conversations
Keep automation to a minimum
Promote others more than yourself Keep the caps lock off Review before you retweet Use Lists to help connect and engage with select groups
Slide26Hootsuite
Free social management
Multi-platform
TweetDeck
Columns (Desktop only)
Twitter App
Lists
ColumnsSocial MentionAll mentions
Blogs
Trends
tools
Slide27actionable takeaway
Slide28One pager with highlights on one side and chart on the other they can fill in
Name
Jane Smith
Title
CFO
Admin Contact
Mark
Simms 800-322-2332Business GoalsBrand Awareness, Lead Gen, Site Traffic, Thought-LeadershipSocial GoalsLead Gen, Click-through, Engagement, Influencer Marketing, Thought LeadershipContent FocusThought Leadership, Brand, Professional, CFO, Economic Trends
Keywords
Leadership, Finance, Treasury, Career Advice,
Voice & Tone
Personable, Professional, Common vernacular, Short-form posts, Unique
Personal
Site, Third Party, Charity, Sponsorship, Press Releases
CSR
Susan G.
Komen, American Cancer Society, Company CSR effort
Assets
Book,
published articles,
B2B/B2C
B2B
Audience
Automotive, CFOs, Retail
Affinity List
Ford, Coke,
Stephen Covey, Amy
McIIwain
, Ralph
Acampora
, Go-Giver book series
Avoid List
Politics,
Oprah, (This list should pertain to your personal belief system and should be private)
Channel Handle
and URL
Twitter: @
JaneSmithCFO
http://twitter.com/JaneSmithCFO
LinkedIn:
https://www.linkedin.com/in/janesmith
Slide29Content Focus
Content
Content sources
Philanthropy (CSR)PersonalAny brands or leaders that you want to engage with? (Motives could include brand awareness, future client or personal reasons)Top hashtags you like to use / want to incorporate-What do you like to do in your spare time, hobbiesUltimately, how do you want the social media community to view you as a leader in your specific industry? (Passionate, influential, authoritative, driven, etc.)Affinity ListBrands-
Leaders-
Keywords-
Avoid ListBrands-People-Topics-Keywords-Current bio
Recommendations, questions, or comments on bio-Go over processAccessApprovalsReporting