Sharing Great Content to Increase Engagement on Social Media

Sarah LeBlanc, Marketing Manager, LPL Financial Maureen deJesus, Marketing Manager, LPL Financial

Member FINRA/SIPC For Broker/Dealer and Registered Representative use only. Not intended for use with the public.

Sharing Great Content to Increase Engagement

AGENDA Rules of Engagement Creative Ideas for Creating Great Content

Mining for Existing Content

Q&A

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Rules of Engagement

Mandatory Social Media Training

Erado subscription
Real-time posts are permitted and tracked by Erado

Static content must be pre-approved

FINRA Regulatory Notice 10-06

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Creative Ideas for Sharing Great Content

Checklist for Great Content

Is this beneficial to my clients and prospects?

Does this establish me as a trusted expert?

Is this interesting?

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Be Active or Be a Ghost Town

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Be Active

Facebook: 1-2 times/week Twitter: Once a day

LinkedIn: High traffic times

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How Can You Create Great Content?

1. Be relevant

2. Be engaging
3. Encourage sharing 4. Tell a story 5. Use visuals 6. Create original content

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1.Be Relevant
Post updates that resonate with your fans and followers

Example: Scottrade

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2. Be Engaging
Encourage followers to interact

Example: Coca-Cola

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Sample Posts

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3. Encourage Sharing
Inspire followers to engage others

Example: Starbucks

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4. Tell a Story
Storytelling through social media engages your audience and showcases your personality

Example: Wells Fargo

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Example: Hilton Hotels & Resorts

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5. Use Visuals
Use eye-catching images and videos to enhance your story

Share Engaging Photos

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Why Video?
Video is becoming more important as a source of business information and a driver of work-related buying decisions among todays senior executives.

--Forbes Insights

65% of senior executives have visited a vendor website after watching a work-related video.

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Example: Scottrade

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Other Examples of Visuals

Use YouTube to upload videos for sharing
Company video

Educational videos on general topics (e.g. saving for retirement)

Vlogs Pre-approved videos from LPL Financial or other third party vendors

Slideshows/photo galleries

Infographics from third party resources

Within financial articles Mashable.com

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6. Create Original Content

Position yourself as a thought leader by creating your own content

Example: Monument Wealth Management

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Recap

1. Be relevant

2. Be engaging
3. Encourage sharing 4. Tell a story 5. Use visuals 6. Create original content

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What Would Make These Better?

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Mining for Content on the Web

Mining for Content

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Your Website

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Content from Others

Content Library on the Marketing Gateway | SocialMedia
Articles from LPL Financial Research

Educational articles
External publications

Articles from the web

Using Google Alerts

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www.lplmarketing.com

Marketing Gateway

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Marketing Gateway

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Marketing Gateway

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Online Sources
These articles are not pre-approved but can still be shared as interactive content without having to submit them to Marketing Regulatory Review. Interactive content will automatically be captured and routed to LPL Financial for review via Erado.

Prior to posting interactive communications, you must ensure that all

content meets LPL Financial content standards. Content standards can be found in section 15.16 of the LPL Financial Advisor Compliance Manual.

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Google Alerts

www.google.com/alerts

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Google Alerts

www.google.com/alerts

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Google Alerts

www.google.com/alerts

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Google Alerts

www.google.com/alerts

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Google Alerts

www.google.com/alerts

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Google Alerts

www.google.com/alerts

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Google Alerts

Relevant Articles Manage Your Alerts

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Q&A

Member FINRA/SIPC For Broker/Dealer and Registered Representative use only. Not intended for use with the public.

Thank You
Maureen deJesus, Marketing Manager, LPL Financial Sarah LeBlanc, Marketing Manager, LPL Financial

Member FINRA/SIPC For Broker/Dealer and Registered Representative use only. Not intended for use with the public.