Hearsay Social's Innovation Summit: Succeeding in the Relationship Era

Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 1

Succeeding in the

Relationship Era

How LinkedIn and Facebook Have

Rewritten the Rules of Sales and Marketing

Clara Shih, CEO

@clarashih

2.27.13


The Complete Social Media Solution for Field Organizations

Hearsay Social: The World’s Most Trusted Social Sales and Marketing

50,000+ reps : 9M+ client relationships supported social media : 8 countries


45,000+Happy Users and Counting

100%Success Rate for Organizations

LOVEDEqually by Advisors, Marketing,

Compliance, and IT

“Hearsay Social enables us to engage and sell the way today’s clients want to buy.”— Head of Private Client Services, Fortune 200 Financial Firm

Our Mission: Deliver Social Media Success Across the Enterprise


A New Trust and

Communication Paradigm



1980 1994

1970s




To what extent do you trust the following, June 2012


Trust and Influence Have Shifted from Institutions to Individuals


Internet 1.0 was About Replacing Human Capital


Social Media is About Enhancing Human Capital


Sell Direct

Highly commoditized goods and services

Customer buys on price

Separate channel

Sell Through Trusted Advisor

Complex, high price point, requires explanation

Customer buys on trust

Enhanced channel

Internet “Direct” Selling vs. Human Capital Relationship-Based Selling


1 Be findable

2 Be the trusted advisor and teacher

3 Deliver highly personalized service

4 Build out relationship networks

5 Connect when, where, and how clients want

5 Ways You Can Help Your Advisors Succeed in the Relationship Era


What the Social Era Means for

Your Organization


In the Age of Social Media, Everyone is in Marketing

Advisors

Customer Service

Clients


Your Job: Empower Advisors to Build Authentic Relationships in Ways that Enhance Rather than Detract from the Firm

#compliance

#marketing#advisor #field

enablement#advisor

#compliance


Understand the New Way of Reaching Audiences is Through Trusted Relationships


Success Story


Challenges

• Prospective clients hoping to find a financial advisor

could not consistently find Northwestern Mutual reps on

LinkedIn or Facebook

• Advisors wanted to be on LinkedIn and Facebook but

didn’t know how to build a successful social media

presence given their busy schedules

• Corporate needed visibility, analytics, and a compliance

system to scale and operationalize social media


Solution

• Hearsay Social has activated over 3,000 advisor social profiles with help from Hearsay Social’s Advisor Onboarding Team

• Corporate has access to real-time dashboards and analytics, as well as an end-to-end compliance system


Results

• 1700% increase in # LinkedIn Connections

• 900,000+ likes, comments, shares resulting in hundreds of new leads

• Greatly reduced burden on field supervision and compliance due to

optimized workflow and approvals, seamless systems integration


Action Plan for Activating Your Field Organization

1 Corral the chaos

2 Customer success onboarding and training

3 Activate your army with killer content*

4 Drive sales productivity through social signals

5 Review analytics to see what’s working


[email protected]

Twitter: @clarashih

facebook.com/hearsaysociallinkedin.com/company/hearsay-socialtwitter.com/hearsaysocialgplus.to/hearsaysocial

THANK YOU

mailto:[email protected]

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Hearsay Social's Innovation Summit: Succeeding in the Relationship Era