hearsay social's innovation summit: succeeding in the relationship era
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Hearsay Social's Innovation Summit: Succeeding in the Relationship Era Presented by Clara ShihTRANSCRIPT
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 3
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 4
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 5
A New Trust and
Communication Paradigm
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1980 1994
1970s
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To what extent do you trust the following, June 2012
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 11
Trust and Influence Have Shifted from Institutions to Individuals
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 12
Internet 1.0 was About Replacing Human Capital
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Social Media is About Enhancing Human Capital
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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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 15
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 16
What the Social Era Means for
Your Organization
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 17
In the Age of Social Media, Everyone is in Marketing
Advisors
Customer Service
Clients
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 18
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 19
Understand the New Way of Reaching Audiences is Through Trusted Relationships
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Success Story
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 21
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 22
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 23
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 24
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
Innovation Summit | © 2013 Hearsay Social | Proprietary & Confidential 25
Twitter: @clarashih
facebook.com/hearsaysociallinkedin.com/company/hearsay-socialtwitter.com/hearsaysocialgplus.to/hearsaysocial
THANK YOU