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Connect with customers through channels they prefer: Lessons from DMA Luncheon

Social media is not just for personal relationships. Over 1.5 billion people are on social media; as customer’s preferences for how and when they interact with each other and businesses, organizations must also adapt in kind.
Yesterday afternoon, at the DMA Northern California Luncheon and Workshop, Hearsay Social CEO Clara Shih spoke alongside Juliene Conway, CMO of Fireman’s Fund Insurance, an Allianz Group Company, about cutting edge social media trends and the opportunity for financial services companies in this field.

A 150-year-old company, Fireman’s Fund Insurance has had to adapt to a variety of shifts in technology and customer behavior over the decades. At its core, the company has demonstrated that customer focus is imperative to the success of their business.
Describing the company’s current marketing strategy, Juliene focused on the importance of interacting with customers (agents and brokers) through the channels they prefer. Because Fireman’s Fund works with a younger set of agents and brokers, who have different expectations for communications and technology, these business-to-business relationships now take place on mobile devices and social media.
In short, Fireman’s Fund’s marketing organization has developed an innovative and flexible strategy that allows it to connect with customers where they are.

Following Juliene’s presentation, Clara spoke to how professional relationships and networks have experienced a transformation as technology has evolved. Social salespeople value large networks, want to increase thought leadership and brand awareness, and discover prospects, all goals that social media can assist. The wealth of information available to salespeople on social media today presents a huge opportunity in bolstering their B2B relationships.
All in all, the event proved a success for financial and technology experts wishing to learn more about connecting with customers in today’s mobile and social world.

Meagan Herfkens Hency

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