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Hearsay Summit 2019: The Digital Impact of Advisors & Agents on Transforming the Client Experience

As the 7th Annual Hearsay Summit (#HearsaySummit) kicks off, I’m excited to spend the next 2 days with 150 of our top customers, leaders in financial services. Today we are launching our certification program followed by role-based roundtable sessions to discuss best practices, lessons learned and industry trends in Marketing, Sales/Distribution, Compliance and IT.

Today’s conversations will continue on stage tomorrow where I’ll discuss how the digital experience is defining the client experience. 97% of adults have their mobile phones with them at all times. Two trillion text messages were sent last year in the U.S. alone. And how many people do you know who have actually listened to those who suggest we’d all be better off deleting our social media profiles?

Where consumers go, business goes, and the world of finance and insurance is no different. For a few years there, investment in robo exploded and upstarts like RobinHood in wealth or Lemonade in insurance were born. Cries of digital displacing advisors and agents were everywhere. I never for a minute believed it.
Think about your dad, your mom, your brother – people in your life who don’t understand investing – or how much coverage they need for insurance. My guess is there are plenty of people like that. TurboTax bet on that this year too when they promoted talking to an accountant by video while doing taxes as their #1 feature of the year. They have a digital solution that they married with a human advisor to transform the client experience.

Register to watch the Day 2 (May 1) livestream

For those who will not be able to join us live, I encourage you to attend Day 2 virtually. Listen in to the ever-popular main stage inspirational TED-style talks, fireside chats, and dynamic panels featuring exceptional leaders from financial services and Silicon Valley.

Finally, stay tuned to hear how our latest announcements will transform the agents and advisor experience to enhance sales, increase satisfaction and avoid unnecessary customer churn.

The agenda for Day 2 is as follows:

9:00 AM Welcome Remarks
Chris Andrews, COO, Hearsay Systems
9:10 AM Transforming the Client Experience: The Digital Impact on Advisors and Agents
Clara Shih, CEO and Founder, Hearsay Systems
9:45 AM Separating Hype From Reality – How Wells Fargo Advisors Responds to Industry Trends
Joe Nadreau, Head of Independent Brokerage & Platform Services, Wells Fargo Advisors
10:05 AM Marketing and Sales Alignment Matters – Here’s Why
Kathryn Ferrero, Chief Marketing Officer, AXA US
David Karr, Chairman & Chief Distribution Officer, AXA
Moderated by: Ty Heath, Global Lead, Market Development for Marketing Solutions Group, LinkedIn
10:30 AM Programming Break
10:50 AM Introducing Agent Actions
Telisa Yancy, CMO, Amerian Family Insurance
Eugene Lee, VP Insurance Solutions, Hearsay Systems
Clara Shih, CEO and Founder, Hearsay Systems
11:10 AM CIO Approach to Building an Innovation Ecosystem
Vijay Sankaran, Chief Information Officer, TD Ameritrade
Sunaya Tuteja, Head of Strategic Partnerships & Emerging Technologies, TD Ameritrade
Moderated by: Donna Prlich, Chief Business Officer, Hearsay Systems
11:30 AM How Content is Transforming the Next Wave of the Customer Journey
Owen Donley, Chief Counsel, Office of Investor Education and Advocacy, SEC
11:50 AM FinServ Past, Present and Future: How Thrivent Financial is responding to the Evolving Tech Landscape
Paul Johnston, General Counsel, Thrivent
Nichole Schluender, Vice President Integrated Marketing, Thrivent
Moderated by: Elizabeth Casey, Vice President, Product Management, Hearsay Systems
12:10 PM Programming Break for Lunch
1:05 PM The Tale of Data Science
Ella Hilal, Director of Data at Shopify; Data Scientist, IoT Strategist, Women in Tech Evangelist
1:30 PM The Modern Advisor: Turning Mobile Phones into Traveling Offices, Part I
Neal Maglaque, President, Advice & Wealth Management Business Development and COO, Ameriprise
Rohit Mahna, SVP & General Manager, Financial Services, Salesforce
Chris Andrew, COO, Hearsay Systems
Moderated by: Clara Shih, CEO and Founder, Hearsay Systems
1:55 PM The Modern Advisor: Turning Mobile Phones into Traveling Offices, Part II
Alpesh Patel, Vice President, Enterprise Strategic Industries, DocuSign
2:10 PM Lessons from the Field: Sharing Social Strategies for Client Engagement Success
Erik Jepson, Managing Director, Head of Digital Marketing, Morgan Stanley
Emery Skolfield, General Partner, Edward Jones
Roger Tye, Vice President, Digital and User Experience, Allstate
Moderated by: Nikhil Lele, Principal, Financial Services, Ernst & Young
2:40 PM Hearsay Innovator Awards
2:55 PM Thank You & Wrap Up

For more information on our event, please visit www.hearsaysummit.com.

Don’t forget to register for the livestream and participate in the conversation on Wednesday, May 1, when we take to the main stage! You can:
Watch the livestream, which begins at 9 a.m. PT, May 1

Follow #HearsaySummit, @HearsaySystems, and me (@ClaraShih) on Twitter
Subscribe to the Hearsay blog to read my event takeaways after the show!

The 2019 Financial Services Social Media Content Study is Here!

Find out what content engages clients at the highest rates across the financial services industry – wealth, life, P&C and mortgage.

Hearsay Summit kicks off today and we are thrilled to share a hot-off-the-presses copy of our 2nd annual Financial Services Social Media Content Study with all attendees! The most comprehensive report of its kind, it analyzes the popularity and effectiveness of various types of content across our clients’ social media programs.

We’re in the trenches with clients every day so it’s amazing to take a step back and look at the big picture benchmark numbers. As they say, data doesn’t lie. And the data in our study is based on 110,150 financial services professionals at 32 U.S. firms across four lines of business – Life Insurance, Property and Casualty Insurance (P&C), Wealth Management and new to this year’s study, Mortgage. The study this year reflects the industry’s progress as organizations across the financial services spectrum both experimented with and refined their programs.

Here are some results that stood out to me personally and, in my view, warrant a deeper discussion:

Marketing and Sales Alignment Increases

In a noticeable shift from last year’s report, the gap between content suggested by corporate marketing and published by sales professionals significantly narrowed. Overall, we’re looking at numbers shifting from a 9%-19% span in 2018 to a 3%-8% span in 2019. This indicates that marketing and sales teams are working together more closely and that their alignment has led to more cohesive, balanced social media programs with better results overall.

Published Content and Engagement Rates are Rising

Customer engagement jumped nearly 7 points, from 37.8% last year to 44.7% this year, demonstrating that as social media programs continue to mature, advisors/agents become more comfortable using various channels. This suggests that programs as a whole are becoming savvier on social channels and learning how to leverage quality, well-rounded content that appeals to target audiences while working in concert with overall corporate objectives.

Lifestyle Posts are Still Most Popular – and Still Underutilized

We found, once again, that Content fell into three standard categories: corporate content, industry content, and lifestyle content. This year, we also expanded our study to include two hybrid categories: corporate-industry and corporate-lifestyle. Lifestyle posts yielded a remarkable 85.5% rate of engagement, nearly 2x the rate found in the 2018 study (and it was already the type of content with the highest engagement!). But while engagement for lifestyle content shot up, the percentage of corporate-suggested and advisor/agent-published lifestyle content went down.

The numbers have spoken: consumers appreciate authentic content, with a less overt sales or sales-adjacent message. Although neither marketing nor the field seems to want to rely too heavily on lifestyle content, it’s time to rethink that strategy. Lifestyle content can be a highly strategic tool for driving top of funnel leads to engage with the other types of content that will move them toward a purchase.

Corporate Content is Favored by Marketing and Advisors/Agents

Corporate messaging led the way in both marketing-suggested and advisor/agent-published posts, with 34.6% of suggested content and 29.2% of published content containing a corporate focus. Corporate and industry content were recommended and published at high rates, helping to grow brand trust and establish advisors’ voice and credibility.

Hybrid Content is the Future

Hybrid content allows organizations to establish brand trust while taking a soft-sell approach, providing more flexibility for the field and enormous opportunity in this space. In the first year tracking these content categories, corporate-industry and corporate-lifestyle content combined to garner a respectable 24.3% of suggested content and 33% of published content. These numbers should take off in the next few years as teams adopt more sophisticated content plans.

Industry-Specific Outcomes

Because no line of business operates exactly the same, Hearsay also examined how social media was used specifically in Life Insurance, P&C Insurance, Wealth Management, and Mortgage.

To get the deep dive results in your industry and everything discussed above, download the full 2019 Financial Services Social Media Content Study here.

Next Generation Digital Engagement for the Modern Insurance Agent

Digital Transformation is top of mind in the insurance industry. The conversations that customers used to have in person or on the phone are increasingly happening over digital channels: web, email, text, and social media. The challenge we face is to make those conversations as continuous and natural as a face-to-face conversation in an office or over a meal.

That is why I recently joined Hearsay as Vice President of Insurance Solutions. As a Certified Property and Casualty Underwriter (CPCU) and because of my prior experience at Guidewire, a P&C software provider, I know first-hand that insurers are in a never-ending search for growth. Unfortunately, most digital transformation investments have gone into back-office, self-service, and direct-to-consumer solutions, while their existing agents struggle with offline and manual processes. But Digital Transformation is about more than self-service. By bringing digital transformation to the agent, incumbent insurers can better leverage the competitive advantage of their existing distribution networks.

The lynchpin of the insurer-customer conversation is the agent. Over the past decade, Hearsay has built an omnichannel engagement platform that manages digital conversations across text, web, email, and social media for over 150,000 insurance agents and financial advisors. For those agents, the first step is done: getting those interactions automated, tracked and compliant. This enables insurers to understand the flow of digital conversations, what’s working and what isn’t.

But digital transformation for the agent doesn’t stop there. The second step is to begin to automate those interactions and to guide best practices based on what is being learned. Enter Agent Actions, an engagement workflow automation solution designed to improve business outcomes by extending best practice enterprise workflows to field agents.  An extension of the Hearsay platform, these configurable, specialized workflows eliminate time-consuming manual processes and provide operational guidance, automation, and tracking.

Many people I’ve spoken with over the years have suspected there are latent sales and retention opportunities in a superior claims experience, a reduced premium on renewal, or a delinquent payment. Because Hearsay can automate and guide the agent-client conversation after one of these events, our customers will start to learn how.
A number of early adopters have been working with Hearsay to automate key agent workflows like corporate lead follow-up, recovering delinquent accounts, and proactive outreach during policy renewals to optimize retention and cross-selling. American Family Insurance is an excellent example. The Hearsay team worked closely with American Family to customize Agent Actions for specific billing workflows to drive higher customer satisfaction and loyalty.

If you missed the press release, here’s what American Family said about our work together: “Our partnership is centered around using Hearsay’s technology to drive customer loyalty and address our billing response and follow-up processes to help reduce the possibility of policy lapses in the future,” said Cesar Pinzon, Vice President of Sales Strategy and Support, American Family Insurance. “The Hearsay team worked very closely with us to devise workflows that address our specific objectives. We continue to explore ways to utilize this technology to drive policy acquisition and servicing workflows for our agents to be more impactful with customers long-term.”
Learn more about Hearsay Agent Actions at https://hearsaysystems.com/advisor-actions/.

The Impact of 2019 Digital Trends on Advisor Email Outreach

Earlier this year, we predicted some high-level social and digital trends we believe will have significant influence in 2019. In this post, we’ll drill down into how each of these trends will affect your email marketing strategy specifically.

Trend 1: 1-to-1 Messaging – Email to Provide a Personal Touch

Email is the perfect medium for this trend. Even though email is an older communication channel than social media, it doesn’t mean it’s not just as important. Email creates a personal 1-to-1 connection between the sender and receiver just like letter writing once did. And it’s a two-way street: you can send an email to your prospects or customers and they can respond to you in kind.

The only issue with email tends to be time management. 1-to-1 digital touchpoints take time to create and manage. Generally speaking, the more personalized the experience is, the more time it takes to put together.

To make the most of your efforts, you can save time by using pre-written email templates designed to spark conversation as the base of your message. In addition, you can automate other processes (such as posting on social media or sending out appointment reminder texts), in order to create more time for you to focus on individual client relationships.

Trend 2: Building Trust Through Email

Building trust through email is rather simple: don’t spam and make sure your messaging isn’t too salesy in tone. Personalize each email you send, even if the majority of it comes from a template.
Here are some examples of how you can personalize your emails:

  • Did your contacts share some personal good news on Facebook or LinkedIn recently? Congratulate them!
  • Have you chatted about sports before? Add in a quick comment about how you think the season is going and ask them what they think.
  • Have your prospects recently celebrated a birthday? Wish them a happy birthday in your email!

Trend 3: Mimic Real-Time Social Content in Email

It’s difficult to create real-time content in email at scale, but it is possible for email power users to take advantage of this trend. Real-time events can include market changes, industry news, corporate updates and branch news. As a thought leader and industry expert with access to corporate or branch content, you can create editable templates for your content ahead of time to share follow-up communication soon after important news stories break.

If you’re sharing breaking news with your followers via social media, send a follow-up email to clients for whom the news hits most closely, as soon as you can. It’s ok if you’re a little late commenting on real-time events, as long as you provide a thoughtful response.

Trend 4: Email as a Part of Your Digital Ecosystem

As mentioned in our 2019 Social Trends for the Digital Advisor blog post, digital relationships between advisors/agents and their clients have become more complex. The best way to keep up is by making sure all of your digital touchpoints are connected with automation.

You can apply this follow-up framework to social posts as well. For example, if someone likes your post about savings tips, follow up with them in an email with an offer to jump on a call and discuss some retirement options you can provide.

Learn More at the ‘Email, Social and You: How Email Marketing and Social Work Together’ Webinar

If you’re a Hearsay customer and would like a deeper dive into email marketing that works, join one of our upcoming live webinars.
Advisors and agents will learn how to combine their social media and email marketing efforts to expand their overall program reach. Discover the most effective approaches in email marketing and learn how automated workflows, content channels and other best practices can optimize digital communication. We will cover the importance of using various digital channels (social, email and text messaging) to meet customers and prospects where they are in order to make tangible gains for your business.

In the Spotlight: Marty Garrity, Regional Sales Manager, Citizens Bank

Each month we put the spotlight on a customer who’s fully embraced digital transformation. We’ll share stories of financial services industry professionals who are using digital (social, websites, email and/or compliant texting with mobile calling) to be more productive, build deeper relationships and increase business, as well as those of distribution, marketing, compliance and IT leaders who successfully led or participated in digital initiatives.

I ran into Marty Garrity, a Regional Sales Manager for Citizens Bank in the Midwest, at the Citizens Bank sales rally in Boston. With success after success, he got to be a big fan of using social media, coaches his team to use Hearsay Social and spreads the word within Citizens Bank to other loan officers that social is a great way to engage with their networks and drive real leads.

Marty went on to tell me about his ‘10 Commandments for Social Media’ and why he tells everyone at Citizens they’re missing the boat if they’re not actively using Hearsay Social. Instead of our usual Q&A format, I had him share this for a twist on our usual customer spotlight. I think you’ll get to know something about Marty and his passion for social selling just by reading! So without further ado…

Marty Garrity’s 10 Commandments for Social Media, for Citizens Bank Loan Officers

  1. Schedule posts for the future, and use Dynamic Campaigns to save time! You don’t have to be on social media all day, every day. Hearsay allows you to schedule a post for a future date and time, so you can spend 10 minutes on a Monday and get all your posts for the week set up. Or just hit one button – Subscribe – to let marketing’s campaigns around a specific topic automatically post for you on an ongoing basis. (Note to our loan officers: you will all have access to this soon so don’t miss out!)
  2. Submit original content pieces that you like and want to share with your connections too. Go the extra mile to find content you know will resonate with your prospects. Compliance will need to pre-approve but it’s easy with Hearsay’s built-in tools.
  3. Be selective with content from the corporate content library. Don’t just use everything in the content library. You know your client base! Pick and choose what you know will be of interest to them.
  4. Hearsay is our shield. USE IT! Don’t go rogue and use social media outside of the Hearsay Social tool. It’s our proof to Regulators that our team does things compliantly. This is important to Loan Officers specifically because most banks don’t want their Loan Officers on social media at all.
  5. Use social media as a sales tool with referral sources. Loan Officers can use this “cool” tool for discussions with referral sources to educate and encourage them to find ways to use social media.
  6. Measurement can be difficult, but there’s good anecdotal proof that it works. We may not always know if social media is effective or not, but I can validate there are people I have never met who have spoken up after a conversation and said ‘I see you on Social Media all the time.’ That gives me instant credibility. Likewise, over my aggressive 2+ years of using Social, I sometimes get a message from people I have never approached before.
  7. Be a leader. If all you do is Like and Share on social media, you don’t appear as the Author. I see these people as followers more than leaders and some clients will make the same distinction.
  8. Be in control of your personal brand. When you engage in social media, you build a personal brand. What brings more value than being in control of how your prospects and clients see you?
  9. Take advantage of the training provided. Hearsay and our admin team provide excellent training and premier services so no Loan Officer is left behind. If you’re uncomfortable with social media, take the time for training! There are so many things that will make it worth your time (see 1-8).
  10. Hearsay Systems will just continue to get better and better… don’t get left in the dust.

The Citizens Bank marketing team that creates the content and manages the Hearsay program has also done a stellar job. They’ve created some of the most compelling content in the industry with an average engagement rate of 1.8% across their organization from over 14,000 publishes last year. This is not an easy feat.
The pairing of engaged loan officers and efficient, creative marketers at Citizens make their success. Well done and thank you for sharing, Marty!
Have a story to share? Submit here for a chance to be on the blog.

Hearsay Summit is Almost Here: Top Insurance, Wealth Management and Tech Leaders Come Together to Discuss The Future of Field Advisors and Agents

For the seventh year (!!), 150 top leaders from some of the biggest financial services, insurance, and technology companies in the world, will gather in San Francisco April 30-May 1 for Hearsay Summit, and I couldn’t be more excited about this year’s line-up. Executives from Wells Fargo Advisors, Ameriprise, Morgan Stanley, Allstate, American Family Insurance, and AXA will join tech leaders from Salesforce, LinkedIn, EY, and DocuSign to tackle how to turn corporate data into field action.

This event is designed for FinServ and FinTech executives to share ideas and gain an edge with next-level insights and strategies. We will discuss the familiar topic of breaking down organizational silos and empowering the high-tech, right-touch agent and advisor. This year, go deeper with our theme of Transforming Data into Action. We’ll examine how data and the technology used to harness it change the traditional roles of agents and advisors to meet today’s client demands for rapid, personalized response across any channel (such as social, email and text) they may be using at the time.

“Hearsay Summit is always an outstanding event full of rich cross-functional dialogue, and it has never been as important as in the current climate,” said Joe Nadreau, Head of Independent Brokerage & Platform Services, Wells Fargo Advisors. “Advisor roles are changing dramatically as a result of seismic shifts in client behavior and expectations. Financial industry leaders must be prepared to address these changes head-on and embrace new approaches, practices, and challenges. Hearsay Summit is a great forum for learning, sharing best practices, and better understanding the technology forces reshaping the future.”

Day 1 of Summit is dedicated to each important role that works with Hearsay, with role-based roundtable sessions tailored for marketing, sales/distribution, compliance, and IT professionals to discuss trends, best practices, and key success factors.

For the first time ever, Marketing and Compliance professionals can kick off Day 1 getting Hearsay Social certified. Marketing and Compliance Administration Certification is designed for program leads and social administrators using Hearsay Social. The new certification program enables users to get hands-on experience with some of the latest Hearsay functionality.

As in previous years, on Day 2, all Hearsay Summit attendees come together to learn from TED®-style talks presented by the industry’s biggest disruptors and innovators, including:
Kathryn Ferrero, CMO, AXA US
Ty Heath, Global Lead of Market Development, LinkedIn
Erik Jepson, Managing Director – Head of Digital Marketing, Morgan Stanley
Paul Johnston, General Counsel and Corporate Secretary, Thrivent Financial
David Karr, Chairman, AXA Advisors
NiIkhil Lele, Partner/Principal – Digital Enterprise Transformation – Financial Services, Ernst & Young
Rohit Mahna, SVP & General Manager Financial Services, Salesforce
Joe Nadreau, Head of Independent Brokerage & Platform Services, Wells Fargo Advisors
Alpesh Patel, Vice President, Enterprise Strategic Verticals, Docusign
Roger Tye, Vice President, Digital and User Experience, Allstate
Telisa Yancy, Chief Marketing Officer, American Family Insurance

We will also honor our innovative customers with the Hearsay Innovator awards on the mainstage on Day 2. This program celebrates customers who leverage the Hearsay platform to delight and provide value to their clients in new and exciting ways. Past winners include Morgan Stanley, American National, and Thrivent Financial.
We are looking forward to seeing you at the end of the month. If you haven’t registered already, don’t miss out! Learn more by visiting the Summit Registration page. Registration is limited and almost full!

Five Strategies for Next-Gen Financial Advisor Recruiting

This is the second in a series on the state of advisor staffing and how sales and distribution leaders can get ahead – and stay ahead – of the looming advisor shortage by focusing on effective recruiting strategies. Read part 1 here.

In the best of circumstances, recruiting the best and brightest is a challenge. Add to that an apparent financial advisor talent shortage and the situation can become dire.
The biggest area of concern in the industry right now is getting young talent to join the profession. Cerulli Associates, a leading financial services industry research firm, found that only 27% of advisors today are under 40, with only 5% of those under the age of 30. With their projection that more than 1/3 of advisors will retire in the next 10 years, the future of financial advice starts to look a little precarious.

But the industry as a whole is working to increase the popularity of the profession and there are plenty of steps you can take yourself to secure the right talent (and let’s not forget that the picture may not be as grim as it seems).

Five Strategies for Recruiting Advisors

  1. Leadership must focus on recruiting, retaining and growing advisors. Every aspect of your firm and its unique value proposition needs to be viewed through the lens of the new recruit. Think about how your firm’s commitment to making its advisors successful is different and clearly articulate it during the recruiting process. Providing access to basic technology, marketing and sales support is table stakes. So what should firms highlight instead? Start with the digital experience for both client and advisor. Add to that some ways in which the firm helps advisors build their practice for years to come (e.g., availability of transition and onboarding teams, access to continued education and training, mentorship opportunities, career advancement and options to scale and grow their business). As you make decisions consider: Will this encourage an advisor to join your firm or discourage them? Is this something that will help advisors grow and want to stay with the firm? Your advisors are your best asset; don’t make a decision without considering how it impacts them, even before they join your firm.
  2. Demonstrate the need (and hire) for financial planning and advice across generations. Clearly articulate and define the various opportunities within your firm and the ways advisors at different life stages may be able to help clients. For example, advisors who are starting this profession later in life, or decide they don’t want to retire, may be well suited to advise on retirement income planning and capital distributions. Take a closer look at candidates from CFP Board Board-Registered Programs at select colleges and universities.  Although these individuals may lack the sales experience, they are solid on the fundamentals of financial planning. By pairing a younger and inexperienced advisor with a more senior advisor, firms are in a better position to build a sustainable, multi-generational practice.
  3. Educate Millennial advisors on the value and service they can provide as a financial advisor. Millennials are socially aware, connected and service-oriented. They want a job that gives them personal satisfaction as much as they want a paycheck. Too often job descriptions are vague and at times in the past have been somewhat misleading. This has contributed to the negative stigma around the financial advisor as a “cut-throat salesperson.” When writing your job description, emphasize what a financial advisor at your firm can do for others and society as a whole. If you have a corporate giving or volunteering program, even better. Help them help the world.
  4. Invest in the digital tech stack. Millennial advisors expect the firms courting them to have the most up-to-date technology and strong tech support. No matter the generation, advisors are at heart, “people people”. Greater efficiency means they’ll be able to spend more time with their clients. (We’ll talk more about this in a future post.)
  5. Provide opportunities for training and define a clear growth path. Now is the time to lean in on the industry’s commitment to transparency and double down on strategies and programs to drive organic growth. Traditionally wirehouses served as the breeding grounds for advisor training programs; however, most of these programs were casualties of the financial crisis. We are starting to see a resurgence of Practice Management and Development Programs. For example: Wells Fargo now offers the ability for advisors to apprentice with a senior advisor as part of a two-year program; similarly, Morgan Stanley’s Advisor Associate Program provides a salary to help new recruits get acclimated to the business. Another emerging trend has been the staffing of advisor call centers to supplement a firm’s robo-advisor offering. Bank of America’s Merrill Edge provides investors with a “mashup of robo advisory and human help.” These firms are providing compelling opportunities to compete against RIAs and their rival independent broker-dealers.

Stay tuned for our next post, where we will discuss advisor on-boarding and retention.

Publish More Content, Get More Compliant?

Hearsay Insights Proves It Can Happen

It might sound counterintuitive, but it’s true: the more content customers started publishing through Hearsay Social Dynamic campaigns, the less non-compliant content alerts started coming in. In 2018 there was a 52% increase in automated content published and at the same time a 46% decrease in alerts created.
Publishing 2017-2018                                             

Compliance Alerting 2017-2018

Let’s take a step back to the beginning of the story.

The Evolution from Suggested Posts to Social Automation

In 2017 a majority of our marketing admins focused their strategy on building up a robust content library that their field team could leverage for relevant posts. The advisor/agent would leverage the content and add their own individual touch to the post.

Enter automation. With 2018’s introduction of Dynamic Campaigns, marketing admins began to create automated campaigns which included content they added to their Hearsay libraries. With just a little bit of structure, it was now possible to enable the field with a fully automated campaign around any topic that may be of interest to their customer base. This meant that:

  • Marketing could now easily create full campaigns around industry topics like tax planning or college savings, or non-industry topics like holidays or health – any relevant topic for which they had content
  • With just a click they could notify advisors and agents that an automated campaign was available for subscription
  • Advisors and agents could subscribe to a campaign, essentially ‘set and forget’ their social media and let it work for them

It was easy for the field to know which campaign was right for them based on the campaign description: who was it designed for (social audience), who is best suited to participate (field) and how often content would be added.

Advisors and agents valued spending less time on their social media efforts. Whereas with individual content pieces or suggested posts, they often updated the ‘lead in’ (the post that marketing wrote for them attached to the article), with Dynamic Campaigns they placed control in the marketing teams hands in favor of time savings and increased productivity.

Since marketing knew all the rules and only provided pre-approved content in Dynamic Campaigns, and advisors and agents weren’t adding their personal flair to social postings, this organically led to a decrease in alerts.

2019 and Beyond: An Increase in Marketing Efficiency

In order to make the lives of our corporate marketing customers easier, we’ve prioritized ways to integrate with the tools they use to create and manage their corporate digital experience – tools like Adobe Experience Manager, Salesforce Marketing Cloud, and Oracle Marketing Cloud. They have been able to easily push content from these tools to their corporate-owned channels, they were unable to reach the field advisor.

To create a better experience for both corporate and the field, late last year our Professional Services division began offering the ability to sync content between Hearsay and content management platforms. Using Hearsay APIs for 2-way sync between a client’s CMS and the Hearsay Content Library, corporate marketing teams can now avoid entering content in two locations and easily push content to the field. Time savings and increased productivity in one API! And advisors and agents can quickly access and easily share the same high-quality content being created by the corporate marketing team. Throughout 2019 we will continue to focus on scoping and customizing CMS system integrations with our clients. We look forward to helping you with yours!