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This week sees the launch of Ask an Expert Week. It’s an initiative of the Financial Planning Association (FPA) designed to increase access to quality financial advice for all Australians. There is a very real dilemma that this programme seeks to address: better advice for more people who seek to get their financial future secured.
As the communications partner of the FPA, BlueChip has been intimately involved in planning all of the how, when and what we are saying to Australian consumers during Ask an Expert Week.
And, guess what? Social media takes centre stage. It simply makes sense that we shift the dialogue and engagement with Australian consumers predominantly to the online world, just as consumer preference has shifted away from the offline world of holding on to a telephone or writing a letter.
Together with the FPA, we understand the importance of quick response, and have integrated social media as a key plank in the Ask an Expert initiatives.
Consumers using twitter can tweet their financial question using ‘hashtag’ #AskanExpert to the @AustraliaFPA handle. The question will be distributed to a qualified CFP professional who will contact the consumer for more information if needed, and draft a full response.
All answers will be uploaded to the Ask an Expert online forum where the person asking the question can read the response to their question. This forum also allows those who are interested in various topics, to also have the opportunity to read questions and answers that could be relevant to them.
This is a simple example of meeting consumers in the time and place and format of their choosing. Social media channels are the obvious choice. While the FPA is using twitter, there are many other channels available to financial services companies including LinkedIn, blogs, Facebook and SlideShare.
Social media provides an easy way to:
- Engage members
- Attract clients
- Build communities
While there is still some resistance in the industry, there is no need to be afraid of social media. Think of it as more channels to get your content out there to your target audiences – why wouldn’t you make the most of them? Content marketing is the next step. If you don’t take it, your competitors will.
If you are looking to find out more about social media and content marketing opportunities for your business, email social@bluechipcommunication.com.au.
