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#HSonAir Podcast: Interview with Dan Greenberg of Twitter

DanGreenbergIn Episode 82, Dan Greenberg (@dangb), Sr. Account Executive and FinServ Lead at Twitter joins us to share how Twitter is being leveraged for growth and engagement in the financial services industry.  In our discussion we explore how the sharing of information leads to loyalty, how solving problems leads to marketing,  and how Twitter mirrors interactions and conversations in real life.  Join us in this enlightening exploration of my favorite social network and thoughts on what’s next.
Be part of the conversation with @victorgaxiola and @alissadossantos on Twitter using hashtag #HSonAir.  If you have a question, comment or suggestion, please send an  e-mail to OnAir@HearsayCorp.com.   We also invite you to “like” our podcast page on Facebook where we share posts about the podcast, our guests, and other fun stuff.
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#HSonAir Podcast: Highlights from the Boosting Your Financial Marketing with Facebook Promoted Post Webinar

In episode 49, we replay the highlights of the “Boosting Your Financial Marketing Efforts Using Facebook Promoted Posts” Webinar from June 11, 2015.
In the webinar, Thrivent Financial’s Marketing Experts, Kyle Marie Woods (@kylemarie) and Quinn Gorski (@qgorski), and Facebook’s US Industry Lead, Brad Auerbach share how to use Facebook promoted posts to increase engagement and amplify reach with real examples from the field.
For more information on the webinar visit our blog post with the embedded replay of the entire webinar.
Join the conversation with @victorgaxiola and @elizelig on Twitter, use hashtag #HSonAir. If you have a question, comment or suggestion please send us an e-mail to OnAir@HearsayCorp.com. Like our page on Facebook and follow the progress of our good friend Ronny Kerr or follow on Twitter using hashtag #RonnyWalk

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#HSonAir Podcast- Empire State of Mind: Part I

HSonAirNYC2In a special two part series, Episode 42 (Part I) focuses on our New York office interviews with Karin Zabel (@kazab), Austin Lunny (@austin_lunny) and Weifang Zhu (@wzhu2009),  members of our Customer Success Dream Team as well as Molly Degnan (@modegs) and Amanda Sydor (@amandasydor), our Marketing Event specialists. Adding to the atmosphere, Manhattan itself serves as an ambient character ever present throughout the episode.
Join the conversation with @victorgaxiola and @elizelig on Twitter using hashtag #HSonAir.  If you have a question, comment or suggestion please send us an e-mail to OnAir@HearsayCorp.com.  Like our NEW page on Facebook and follow the progress of our good friend Ronny Kerr or follow #RonnyWalk
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Highlights from Women in Tech Panel at LinkedIn

WomenLinkedinRecently, I had the pleasure and honor to participate in a Women in Tech panel hosted at LinkedIn HQ. I spoke alongside three impressive women leaders: Margaret Gould Stewart (@mags), Facebook’s Head of Product Design, Deborah Conrad (@tweetdeborahc), former CMO of Intel, and Merline Saintil (@msaintil), Intuit’s Head of Operations. Jesse Draper led us through a candid and invigorating conversation as we shared our personal journeys, lessons, and failures along the way.
Here are a few highlights from our discussion:
It’s important to have strong mentors and role models. I spoke to my own experiences and was reminded about the importance of mentors, sponsors, and role models – which can be the same person but often are different people. Basically, someone you can model your careers after and, as Merline pointed out, people who are willing to advocate on your behalf.
Perception of how others see you matters. On the importance of having a personal brand, Deborah realized in one of her past jobs that she was not being taken as seriously in her work projects as she would have liked. She talked about the importance of getting a 360 view of yourself to learn how people are describing you. We also talked about the importance of being who you are and getting stuff done and not worrying about being the ‘nice girl’, as Merline put it. Turns out you don’t have to be someone else to be effective.
Stop beating yourself up. What’s a panel featuring women without the never-ending question on work-life balance? While Margaret says she really dislikes the term – mostly because women are set up for extreme duress and emotional stress because of it – she realizes that the best career move she made was choosing the person she married. She says it has made all the difference in the world in terms of the shared responsibility that comes with it.
I also shared my philosophy on the importance of the environment in which you work, and suggested that pregnancy is scary enough. (Side note: I am proud to say that we have work-friendly policies here at Hearsay Social, such as extended paid pregnancy leave, to help ease some of the burden.)
Following our lively discussion, a pivotal question was asked by a man, no less, speaking on behalf of his seven-year old daughter, whom he says, will never know what it’s like to not have had an African-American president in the White House (referring to the fact that perhaps change does exist):
What if in 10 years we no longer need women-in-tech panels?
I thought this was a great challenge to us all. But women can’t do it alone. We need both men and women to give more young women a chance, to serve as mentors and sponsors, and to encourage our daughters to earn STEM degrees, take risks, and lean in.
I look forward to continuing the #womenintech discussion. Big thanks to LinkedIn and Brand U Events for hosting such a fun and inspiring event!


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France : Les banques et les assurances à l’heure du social business avec Hearsay Social & l’Efma

Read this post in English.

“You can use social media to turn strangers into friends, friends into customers, and customers into salespeople.” — Seth Godin, auteur, entrepreneur, marketeur et intervenant

HSS_France-01Plus tôt au cours de ce mois, Hearsay Social et notre partenaire associé l’Efma ont organisé un petit-déjeuner réunissant les professionnels les plus confirmés des secteurs de la banque et de l’assurance afin d’échanger sur les succès et enjeux des réseaux sociaux.
Dans un contexte où la digitalisation des entreprises devient inévitable, la rencontre visait à échanger sur la meilleure façon d’aider les agents, commerciaux et conseillers à valoriser leur réseau de connections et développer leur activité via les réseaux sociaux.
C’est dans le cadre chaleureux et original de l’Atelier du France situé sur les quais de Seine que les invités ont échangé sur les enjeux du digital dans leurs secteurs tout en profitant d’une vue dégagée et ensoleillée sur la Seine.
Pour commencer, les participants, répartis autour de différentes tables baptisées des noms des réseaux sociaux les plus populaires (LinkedIn, Facebook, Twitter, Google + …), ont échangé par groupe sur une question très ouverte « Comment les réseaux sociaux peuvent-ils aider votre organisation à développer son activité, et quels défis imaginez-vous rencontrer ? ».
Voici un échantillon des meilleures réponses identifiées :

  • Un besoin essentiel de conduite du changement pour faire comprendre les évolutions comportementales amenées par les réseaux sociaux et en tirer parti (transparence, réciprocité, moindre contrôle, big data…)
  • La nécessité de former les conseillers et les agents à l’utilisation des réseaux sociaux
  • La formation des équipes marketing face à émergence de nouveaux métiers comme la création de contenu (content marketing)
  • Le paradoxe d’investissements sur du long terme avec une recherche de ROI rapide

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Dans un second temps, Olivier Maire (Sales Director France chez Hearsay Social, @olivier_maire) a présenté deux de nos clients venus témoigner à cette occasion, BNP Paribas Wealth Management et Allianz France :
Thierry Derungs (Chief Digital Officer pour le Monde chez BNP Paribas Wealth Management, @ThierryDerungs),  a présenté la stratégie digitale mise en place depuis deux ans au sein de son entité et la manière dont elle s’est inscrite au cœur de sa stratégie globale.

  • Constat : les études montrent que 68% de clients qui partent ont le sentiment de ne pas être suivis et écoutés. Les réseaux sociaux deviennent ainsi incontournables pour renforcer la relation client
  • Défis rencontrés :
    − Mener à bien une campagne de « change management » au sein de son entreprise et convaincre le comité de direction de la pertinence du projet
    − Adapter la communication digitale à l’ensemble des pays et de manière cohérente
  • Concrétisation du projet :
    − Création d’un « Lab » pour permettre aux collaborateurs d’expérimenter et d’explorer de nouvelles voies
    − Mise en place d’une politique de partage d’informations entre les pays pour éviter la duplication de contenus et localiser la production au plus près de l’expertise
    − Mise en place de « kits/guides d’utilisation » pour les pays
    − Lancement d’un pilote de Relationship Manager présents individuellement sur les réseaux sociaux

Karine Lazimi (Manager Expérience Digitale chez Allianz France, @karinelazimi), a partagé l’histoire de l’entrée des réseaux sociaux chez Allianz France en tant qu’outil et pas uniquement media. Elle a donné notamment l’exemple de la naissance de la relation client sur twitter et facebook chez Allianz et la manière dont l’assureur a naturellement suivi l’évolution de ses clients en décidant de favoriser le déploiement de ses réseaux d’agents / conseillers sur les réseaux sociaux.
Les réseaux sociaux sont un levier pour la marque mais également pour le développement commercial.

  • Constat : le client a une relation avec son agent / conseiller et c’est donc avec lui qu’il aura le plus de propension à se connecter sur les réseaux
  • Défis rencontrés :
    − La sensibilisation des agents / conseillers et de la ligne managériale à la réalité de la transformation dans la relation client pour les éduquer à l’usage des réseaux sociaux
    − La nécessité de rassurer sur la façon de préserver la marque sur les réseaux sociaux tout en acceptant de ne plus avoir 100% du contrôle
    − Le temps nécessaire pour la formation des agents, inspecteurs,…
  • Concrétisation du projet :
    − Octobre/Novembre 2013 : kick-off avec quelques agents
    − Décembre 2013 : formation des inspecteurs
    − Avril 2014 : Accélération du projet et volonté d’embarquer plus d’agents
    − Juin 2014 : formation d’un groupe d’agents supplémentaires
    − Septembre 2014 : ouverture sur LinkedIn avec les conseillers financiers
    − Octobre 2014 : Allianz renforce sa présence sur les réseaux sociaux: élargissement des agents sur Facebook avec le soutien de la solution Hearsay Social

Dans un troisième temps, Olivier Maire a repris la parole afin de présenter les 4 étapes clés pour tirer le meilleur parti des réseaux sociaux dans son activité commerciale :

  1. Exister (Be findable)
  2. Développer votre réseau (Grow your network)
  3. Ecoute du client (Hear – Do your research)
  4. Etablir sa crédibilité (Say – Establish your credibility)

Olivier a particulièrement insisté sur le fait que la présence sur les réseaux sociaux ne change pas le métier de conseiller / agent, qui a toujours cherché à se constituer une communauté de clients fidèles qui deviendraient ses ambassadeurs. Les réseaux sociaux sont simplement une façon de le faire à grande échelle et de manière industrialisée. Trois bénéfices découlent de cette approche :

  • Plus de relationnel : les conseillers multiplient le nombre de personnes avec lesquelles ils peuvent rester en contact
  • Plus de recommandations : le client satisfait partagera avec ses amis, sa famille et ses contacts personnels
  • Plus de leads : augmentation de 10-20% de nouvelles affaires

La séance s’est terminée sur une série de questions/réponses reflétant les interrogations des participants sur la pertinence des réseaux sociaux pour booster leur force de vente, l’intérêt qu’aurait un client à vouloir être connecté à son conseiller et les problématiques de protection de la vie privée sur des réseaux sociaux tels que Facebook.
L’ensemble des participants ont manifesté un intérêt réel pour la digitalisation de leur organisation en partageant à la fois leurs doutes, leurs questions mais également les bénéfices constatés par l’utilisation des réseaux sociaux. Afin de rendre l’événement plus ludique, des cadeaux étaient offerts en fin de session à la personne ayant le plus tweeté durant la séance avec le hashtag #HSParis2014, à celle ayant posé la 1ère question et au chanceux dont la carte de visite a été tirée au sort.
La matinée en quelques tweets :
https://twitter.com/Mathew9/status/530274860363440128

In France, Hearsay Social & Efma bring banks and insurance firms up to speed on social business

Lire ce texte en français.

“You can use social media to turn strangers into friends, friends into customers, and customers into salespeople.” — Seth Godin, author, entrepreneur, marketer, and public speaker

HSS_France-01Earlier this month, Hearsay Social and our associate partner Efma organised a roundtable breakfast event, bringing together leading professionals from the banking and insurance sectors to discuss the latest successes and growing stakes in social media.
With digitalisation becoming a top priority for businesses, the meeting’s aim was to discuss the best ways to assist brokers, salespeople and advisers in optimizing and developing their networks and social network activities.
In a welcoming and original venue, the Atelier du France on the bank of the river Seine, guests exchanged ideas on the digitalisation stakes in their sectors, whilst enjoying a sun-filled view over the water.
The participants, who were grouped around tables named after the most popular social networks (Facebook, LinkedIn, Twitter, Google+, etc.), started by discussing a couple open questions: “How can social media help your organization increase their activity and what are the potential challenges?”
Here were some of the best answers:

  • Organisations need to understand the behavioural changes brought about by social media if they are going to take advantage of these platforms. For example, they must be more transparent, prepared to engage with other social users, ready to accept they will have less control than they are used to with other marketing channels and willing to understand how to utilise big data.
  • There is a necessity to train advisers and brokers in the use of social networks.
  • Marketing teams also need to expand their skillsets, particularly when it comes to content marketing.
  • Assessments must be made to fully understand the long-term investment requirements and potential ROI of any social media project.

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Olivier Maire (Sales Director France, Hearsay Social, @olivier_maire) also introduced representatives from two of our client companies, BNP Paribas Wealth Management and Allianz France:
Thierry Derungs (Chief Digital Officer of Monde chez BNP Paribas Wealth Management, @ThierryDerungs) presented on his organisation’s digital strategy. He explained how it was first undertaken two years ago and how it has since been integrated into the organisation’s core strategy:

  • Key takeaway: studies show that 68% of clients which leave do so because they feel that they are not looked after; social networks are therefore essential to strengthen relationships.
  • Challenges:
    – Fostering ‘management change’ inside the company, and convincing the board of importance of social networks.
    – Adapting digital communication to international markets in a coherent way.
  • Putting the plan into practice:
    – Creation of a ‘Lab’ that gives employees the chance to experiment with new channels.
    – Setting up an information sharing network between countries, to avoid content duplication and to ensure local production according to local expertise.
    – Common charters and instruction kits for every country.
    – Launch of a Relationship Manager pilot scheme with individual presence on networks.

Karine Lazimi (Digital Experiments Manager at Allianz France, @karinelazimi) presented the origins of digital client relations at Allianz: how the firm had developed alongside its clients by adapting its network of brokers and advisers to the use of social networks:

  • Key takeaway: the client forms a relationship with a broker/adviser, with whom he/she is likely to connect on networks.
  • Challenges:
    – Making brokers/advisers and managers aware of today’s transformation in client relationships, and educating them in the use of social networks.
    – Necessity to ensure brand integrity on social networks, whilst accepting less than full control.
    – Time taken to train brokers, assessors, etc.
  • Putting the plan into practice:
    – October/November 2013: kick-off with a few brokers
    – December 2013: training of assessors
    – April 2014: acceleration of plan and more voluntary brokers
    – June 2014: training of a group of extra brokers
    – September 2014: LinkedIn launch with financial advisers
    – October 2014: Allianz strengthen their presence on social networks: increasing the number of agents on Facebook thanks to the support of Hearsay Social solution

Next, Olivier Maire explained the four key stages to success for sales platforms on social media:

  1. Be findable
  2. Grow your network
  3. Do your research
  4. Establish your credibility

Olivier underlined the fact that a presence on social networks should not alter the relationship manager’s role, which has always been to build up a loyal client base that will provide positive recommendations to others. The networks are simply a means of operating on a large scale, in an ‘industrial’ way. This approach has three benefits:

  • More client contact: advisers multiply the number of people they can keep in contact with
  • More recommendations: a satisfied client shares his/her opinions with friends, family and personal contacts
  • More leads: 10-20% increase in new business

The session finished with a Q&A session linked to the participants’ debates on the importance of social networks for boosting their sales. Also discussed were the benefits for clients in being voluntarily connected to his/her adviser and the privacy issues around networks such as Facebook.
All participants expressed a real interest in the digitalisation of their organisations. At the same time, they voiced their doubts and queries, whilst confirming the obvious benefits of social network tools. To make the event more fun, prizes were presented to the person who had most tweeted using hashtag #HSParis2014 during the session, to the first to ask a question, and to a lucky winner whose business card was drawn out of a hat.
The morning in tweets:
https://twitter.com/Mathew9/status/530274860363440128


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Interview with Pat Hume of TrapIt: #HSonAir Episode 10

Pat-Victor-WebinarIn episode 10 of Hearsay Social On the Air we launch our Partner Highlight Series with an introduction to TrapIt President Pat Hume (@pathume66).
The episode features a replay of a joint webinar hosted by Victor and Pat on content marketing and the importance of having a content strategy to connect and add value to your social audiences. You can follow the webinar conversation on Twitter at #FinServContent and add your review and feedback to our show at #HSonAir.
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Teaming up with ZL Technologies to continue offering successful and compliant social media initiatives

ZL Vertical Logo Big ZLToday we’re proud to announce that we’ve partnered with ZL Technologies, a leader in enterprise-class information governance, to enable our joint customers to roll out successful and compliant social media initiatives.
This strategic partnership pairs Hearsay Social with ZL’s Unified Archive® (ZL UA), making it easy to manage corporate social media activity for legal, compliance, storage, and records lifecycle needs. The result is a seamless experience where enterprise social media activity across multiple social networks can be granularly screened and preserved for compliance.
Kon Leong, CEO of ZL Technologies, commented on today’s news:

“Social media is no longer a novelty: it is an essential business tool with its own ROI and metrics. But in regulated sectors, compliance requirements and real-time social interaction have traditionally been seen as contradictory. We’re excited that our partnership with Hearsay Social opens new doors for clients to leverage the full breadth of social engagement while still exceeding stringent regulatory demands for information governance.”

Earlier this year, we expanded our partnership program with global leaders in security and compliance. We’re happy to now be working with ZL Technologies to better serve our joint customers in the financial services industry.
We’re committed to helping firms address regulatory compliance at scale while leveraging their existing investments in technology and compliance.
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Interview with Ron Piovesan of Hearsay Social: #HSonAir Episode 8

ron the air
In episode 8 of Hearsay Social On the Air we launch our employee spotlight series by having a conversation with Ron Piovesan (VP of Strategic Alliances, Hearsay Social, @ronpiovesan).  
In our discussion, we learn more about the work Ron does at Hearsay Social, what he learned from living in India, his thoughts on social media as part of the fundamental human experience, and how our partner development strategy adds value for our customers. 
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Finally, join @VictorGaxiola and @ronnykerr on Twitter to participate in the conversation using hashtag #HSonAir.
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Change, cooperation, and the transforming customer experience: Notes from the 2014 LIMRA Europe Annual Meeting

LIMRAStrategicPartnerLast week’s LIMRA 2014 European Annual Meeting was my first insurance conference,  so I didn’t quite know what to expect. As it turns out, when you bring together a diverse group of people from Europe, Asia and Africa–and add a bit of Paris magic–you come out with some impressive results.
In this recap, I’ll cover key takeaways from LIMRA’s meeting including:

  • Demographics is a key driver of change.
  • Make customer experience essential to your organization.
  • Gamification is important for engaging consumers.
  • Bancassurance is here to stay and increasingly relevant in newer economies.
  • Digitization will change how we interact with our consumers.
  • Cooperation is key to organizational success.

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Day 1: Improving the customer experience

Robert A. Kerzner, President and CEO of LIMRA, kicked off the event, setting the stage for changes happening in the insurance industry. Because demographics is by far the biggest driver of change, he argued, firms should give more focus to retirement as opposed to life insurance. He also believes that the world of insurance agents and commissions is changing, especially in developing economies.
Mr.  Kerzner spent a greater part of this presentation discussing companies from other industries (e.g. Coca-Cola, Walmart, Disney, Virgin) and how the insurance industry can learn from their own efforts to improve the customer experience.
Other presenters from the first day hailed from diverse walks of life, providing more intellectual and innovative ideas to delegates in attendance.
For example, Dr. Barbara Fasolo, Associate Professor in Behavioural Science in the Department of Management of the London School of Economics, spoke about her interest in “choice architecture,” and how to present information visually so users can make smart choices. Both Barbara and Robert brought up gamification as a smart way to increase consumer engagement.
Boston Consulting Group partner and TED speaker Yves Morieux spoke about the need for cooperation within teams, which he believes to be critical for companies to excel. He showed a video of the women’s relay team of France winning in 2003 and argued that they won–not because they had the world’s best runners (USA did)–but because they were better at cooperating with each other before, during, and after the race.

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Yves Morieux sharing the simple rules of cooperation in business.

Later on, Hearsay Social’s Olivier Maire (@olivier_maire) presented to a packed room of delegates on the power of social business.  There were many questions on how to open up the social networks in a way that does not increase reputational risk.
We ended Day 1 with a fabulous evening at Pavillon Dauphine, punctuated with live music, quizzes, and a stand-up comedian act by Shappi who was absolutely hilarious!
On the second day we were treated to a magnificent view of the Eiffel Tower from our conference room for the duration of the conference. This provided a unique backdrop for the sessions presented by the CEO of Aviva France, CMO of Saxo Bank and others.

Day 2: Increasing digitization

The second day of LIMRA’s meeting was dedicated to practical advice on various topics ranging from social media to business models to affinity insurance. Nicolas Schimel, CEO of Aviva, gave a particularly enlightening speech around his views on where the insurance market is going and what Aviva is doing to adapt. He believes that the three biggest drivers of change for the insurance market are:

  • Increasing digitization for communication and consumer interaction
  • Bancassurance growing in newer economies
  • Redistribution of the tied vs independent agent mix

Based on a study by Rolan Berger Strategy Consultants, the largest type of buyer by channel of access is going to be more a “hybrid buyer,” or one who is going to use both face-to-face and digital methods throughout the purchase journey.
All in all, the 2014 LIMRA European Annual Meeting was the perfect introduction to insurance conferences for me–it was fun and insightful!
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