A session on Twitter for financial advisors attending the 2013 NAPFA Fall Conference in Philadelphia. Plenty of resources and how-to's included in the deck.

1. Twitter is a registered trademark of Twitter, Inc.

2. TWITTERNOMICS 101 AGENDA
I. What is Twitter?
II. Compliance – Brief Overview
III. Twitter Basics
I.
II.
III.
IV.
How to create an account
Difference between following and followers
Timeline overview & Tweet Deconstruction
Hashtags
IV. The Two Main Questions from Fee-Only Advisors
I.
II.
How will Twitter help me get more business?
How will Twitter get me more contact with clients?
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3. EXTRAS: RESOURCES & HOW TO’S
How to Tweet
How & why to use a URL shortener
How to get followers
Use of Twitter lists
Tracking and measuring
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4. WHAT IS TWITTER?
Online social networking site – March 21, 2006
500 m Twitter Users/200m active
Enables registered users to post text messages limited
to 140 characters
Messages are called “tweets”
Most messages link to content – an article, blog
post, video, presentation
Real-time, news breaks on Twitter before TV
Source: http://expandedramblings.com/index.php/march-2013-by-the-numbersa-few-amazing-twitter-stats/
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5. ON TWITTER (PARTIAL LIST)
Prospects
Clients
Centers of Influence
Competitors
Custodians
Conferences & Events
Associations & Organizations
News Media
Journalists
Thought Leaders
Universities
Government
Regulators
Interests
Causes
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6. PERCENTAGE OF INTERNET USERS
The fastest growing
demographic on Twitter is
the 55-64 year age bracket.
This demographic has
grown 79% since 2012.
Source: Pew Research Center’s
Internet & American Life Project
Post-Election Survey, November
14-December 09, 2012
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7. COMPLIANCE – BRIEF OVERVIEW
FINRA Regulatory Notice 10-06 (Jan. 2010)
FINRA Regulatory Notice 11-39 (Aug. 2011)
Compliance and counsel is a must.
Recordkeeping is a must.
Supervision of activities is a must.
Basic social media policy is a must.
NO recommendations of securities or specific
investment products.
NO endorsements.
NO amateurs – only professionals with appropriate
training on the firm’s policies and procedures.
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8. MONITORING YOUR FIRM’S BRAND
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9. CREATE A TWITTER ACCOUNT
Step by Step Instructions: https://support.twitter.com/articles/100990signing-up-with-twitter
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10. @TINACPOWELL
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11. @TINACPOWELL
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12. FOLLOWING SOMEONE ON TWITTER
MEANS
You are subscribing to their Tweets as a follower.
Their updates will appear on your Home tab.
That person is able to send you a direct message.
Example; I am following @NAPFA @BillWinterberg
@skinnerliz @MichaelKitces
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13. FOLLOWERS ARE PEOPLE WHO
RECEIVE YOUR TWEETS
They’ll show up in your followers list
They’ll see your tweets in their timeline
You can send them direct messages
Example; I am being followed by @NAPFA
@feeonlyplanner @millardcfp @feeonlyadviser
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14. NOTIFICATION IN YOUR INBOX
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15. TIMELINE OVERVIEW
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16. TWEET DECONSTRUCTION
1. Author
2. Message
5. Link
3. Mention
4. Hashtag
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17. REASONS TO USE HASHTAGS
1. Get found.
2. Help clarify
subject.
3. Add
personality.
4. More retweets.
5. Enhance
engagement.
What is a hashtag?
A hashtag is identified by
the # symbol, used within
Twitter. They can be used
anywhere within the 140
characters of a tweet and
when the # symbol is
placed in front of a word
or phrase, it becomes a
clickable term and if used
widely enough they can
actually become a
popular trending concept.
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18. HASHTAG = #COLLEGESAVINGS
This is what happens
when you click the
#collegesavings hasthag
in the tweet. It delivers
all of the results for
tweets containing
“#collegsavings”. They
can be from anyone on
Twitter, i.e. you don’t
have to follow them or
vice versa.
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19. THE 2 MAIN QUESTIONS FROM FEE-ONLY ADVISORS
1. How will Twitter help me
get more business?
2. How will Twitter get me
more contact with clients?
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20. ATTRACT (GET) MORE BUSINESS
1) Amplifies your message by adding
another communications touchpoint
2) Expands your geography and reach
3) Builds your brand by demonstrating
thought leadership
4) Gives you valuable insights on
prospects – develop content that
addresses key areas
5) Enables sharing easily and
instantaneous
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21. ATTRACT (GET) MORE BUSINESS
6) Allows you to identify
prospects, COI, media
7) Keeps you top of mind
8) Shows relevancy – millennial
Social Agents
9) Builds your network
Example:
10)Creates social agents
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22. ACCENTURE STUDY 2012: POSITIVE ASSESSMENT OF
SOCIAL MEDIA
Source:
How Tech-Savvy Advisors
Regain Gen D Investor
Trust, March 13, 2013
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23. MORE CONTACT WITH CLIENTS
Provides you with valuable intelligence
about your client
 Life changes, travel, sport teams, etc.
Enables a deeper connection
 Add to Twitter data to CRM platform
 Build a private list – peruse daily
 Initiate a dialogue based on their post
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24. MORE CONTACT WITH CLIENTS
Portability – “be in their back pocket”
 Mobile penetration – mobile devices will outnumber
people
 3GSM World Congress 2013 – 72,000
participants/200 countries/4,300 CEOs*
Source: http://www.gsma.com/newsroom/gsmamobile-world-congress-2013-sets-new-records
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25. @TINACPOWELL
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26. HOW TO TWEET - DESKTOP
New
Tweet
button
Tweet box
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27. HOW TO TWEET - 8 STEPS
1.
2.
3.
4.
5.
6.
7.
8.
Open Twitter
Open Another
Browser
Tab/Window
Select URL
Copy URL
Hit new Tweet
button
Begin typing
Past URL in
message
Hit Tweet
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28. COMPOSE MESSAGE – HIT TWEET
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29. URL SHORTENERS: TINYURL.COM
From 85 characters to 26!
You save 59 characters.
Remember only 140
characters allowed in Tweets.
Original link of webpage:
http://www.napfa.org/conferences/conferenceit
em.asp?CONFERENCE_ID=135&SESSION_ID=
4881
After: http://tinyurl.com/pfln4n9
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30. HOW TO GET FOLLOWERS?
Basic
Advanced
Show your face
Use hashtags
Add a bio
Add Twitter icon
to your website
Tweet often
Tweet good content Add ShareThis to
blog posts
Follows other like you
Tweet at live
events
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31. SUBSCRIBE TO TWITTER LISTS
1. Visit profile
2. Click lists
3. Click on the list
name to view
list
4. Hit subscribe
Lists are great filters!
They can be private or
public. You need not have
to follow each account.
Once you subscribe, they
will show up in your own
lists.
@TINACPOWELL
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32. TWITTER ANALYTICS – 2 SOURCES
https://analytics.twitter.com
Sign in to Twitter Analytics using your Twitter
username or email address.
Click “Analytics” to see Timeline Activity
Download CSV
Sort Tweets by Best – Good – All
http://www.twitonomy.com/
Robust, detailed and visual analytics
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33. @TINACPOWELL
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34. @TINACPOWELL
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35. SOURCES
Name
Description
Link
Function
The
Demographics of
Social Media
Users - 2012
Pew Research
Center’s Internet and
American Life Project
http://pewinternet.org/~/media
/Files/Reports/2013/PIP_Soci
alMediaUsers.pdf
Research
FINRA
Guidance on Blogs
Regulatory Notice and Social Networking
10-06
Web Sites
http://www.finra.org/web/grou
ps/industry/@ip/@reg/@notic
e/documents/notices/p120779
.pdf
Compliance
FINRA
Social Media Websites
Regulatory Notice and the Use of
11-39
Personal Devices for
Business
Communications
http://www.finra.org/web/grou
ps/industry/@ip/@reg/@notic
e/documents/notices/p124186
.pdf
Compliance
Talkwalker Alerts
Free and easy social
media online
monitoring tool
http://www.talkwalker.com/en
Reputation
Managemen
t
Signing Up With
Twitter
Step by step
instructions for
creating an account.
https://support.twitter.com/arti Twitter
cles/100990-signing-up-with@TINACPOWELL
twitter
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36. SOURCES
Name
Description
Link
Function
Twitter 101
Guide to getting
started with Twitter
https://support.twitter.com/arti
cles/215585-twitter-101-howshould-i-get-started-usingtwitter
Twitter
Hashtags.org
Free site which
www.hashtags.org
organizes the world’s
hashtags. Shows the
top 40 trending topics
UP, DOWN, and
CONSTANT on Twitter.
Hashtags
Tiny URL
A free URL shortening
service that provides
short aliases for
redirection of long
URLs.
www.tinyurl.com
URLs
Twitter Analytics
Twitter’s own analytics
tool. Downloads to
CSV .
https://analytics.twitter.com
Twitter
Analytics
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37. SOURCES
Name
Description
Link
Function
Twitonomy
Twitonomy offers
detailed, visualized
analytics on your
Twitter account or
someone else’s
account
http://www.twitonomy.com/
Twitter
Analytics
How TechSavvy Advisors
Regain Gen D
Investor Trust
In 2012, Accenture
conducted an online
survey of 400 US
financial advisors to
better understand how
Gen D advisor profiles
correspond to the
investor segment.
http://www.accenture.com/usen/Pages/insight-how-techsavvy-advisors-regain-trustgen-d-investorssummary.aspx
Research
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38. SESSION SUMMARY
InvestmentNews write
up by Liz Skinner
@skinnerliz
http://www.investment
news.com/article/2013
1009/FREE/131009892
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39. @TINACPOWELL
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