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Local Content to Engage Local Audiences: A Look Inside Farm Bureau Insurance of Tennessee’s Social Strategy

crop imageThere was never a doubt in the minds of the leaders at Farm Bureau Insurance of Tennessee that their agents had to be social. An integral part of the community for 67 years was the belief that by banding together, local farmers and community members could engage and cooperate to provide a better way of life in rural Tennessee.
If Farm Bureau’s history is about providing the hard working people of Tennessee financial advice and stability, then its future is about taking that local ethos to where their neighbors and customers spend a lot of their time today: on social networks.
When launching their new social program in August 2015, Jeff Pannell, chief marketing officer for Farm Bureau Insurance of Tennessee, knew he wanted to help agents provide their audiences with important news and updates about their financial lives.
But to be really part of the local community on social, Pannell also wanted agents to be a hub of information for their community about local news, events and other goings-on.
The question was, how to find and organize all the great personal planning and local content Farm Bureau needs for its agents? With only four people on the communications team, they needed a solution that would help them scale to distribute content its many users.
Enter Hearsay Social Curated Content Channels.
Hearsay Social’s Curated Content Channels is content offering that automatically populates the Hearsay Content Library with timely, relevant content that is directly in-line with Farm Bureau’s social strategy.
Curated Content Channels is flexible enough to provide content relevant to any social strategy. It eliminates the need for long online searches to find just the right content.
Kaz Suzuki, social media administrator at Farm Bureau, described the value of content by saying, “our agents’ involvement in their communities around the state is an important value for us. In working with Hearsay Social we were able to create a series of content channels that are populated every day with localized content about topics like Tennessee football, community events­­ and important causes, like the American Cancer Society.”

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Example of a local social post by Farm Bureau Insurance Tennessee showing their support for Breast Cancer Awareness month via their #FBITNpinkout2015 campaign.
Suzuki worked with her Hearsay Social Customer Success Manager, Senol Akin, to create a custom series of Content Channels that find and organize new content everyday about financial news as well as local Tennessee news and sports.

“The Curated Content Channels offering through Hearsay Social is great,” Suzuki said. “Everyday I’m served up new and relevant content that I can provide to our agents so they can inform and engage with their social audiences.”
We’re proud to support our customers in their efforts to engage customers and deepen relationships.
Learn more about Curated Content Channels on the Hearsay Social blog, or download Making the Shift: From Corporate to Local Marketing: 5 Ways to Maximize Agent Success in the Digital Age
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Hearsay Social scales to thousands of agents at State Farm Insurance


Mashable’s Anthony O’Donnell spoke with State Farm’s Janet Shoemaker and Kelly Thul about the insurance company’s social media strategy – and specifically its use of Hearsay Social. As the insurance industry is regulated by state insurance commissioners, agents face compliance challenges. The 3,400 State Farm agents using Hearsay Social’s platform (now up to over 6,700) receive localized content to post to their pages from the corporate office, can manage fan relationships, and have a consolidated view of their Facebook and Twitter accounts – all while remaining compliant.
Thanks for kind words, Janet and Kelly!
The full article can be found here.

Hearsay Social congratulates James Peregrino

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As the manager of customer success at Hearsay Corporation, I love to see how our customers use Hearsay Social and witness the amazing results of their efforts. We recently got an excited phone call from Farmers Insurance agent James Peregrino, who wanted to share some good news with us. Located just across the bay in Pleasanton, James recently visited our San Francisco office to tell us about his success and enjoy some burritos at a team lunch.

James left a 29-year career in the recession-ravaged jewelry business to pursue a career in insurance—a recession-proof industry, he reasoned. Now, just two years later, James has been honored with the Farmers Insurance Agent of the Year award as well as Life Agent of the Year in his district.
James uses Hearsay Social extensively to manage his Facebook business page, and credits Hearsay Social with much of his success: “I estimate 80% of my life insurance leads and 60% of my overall leads come from Facebook.”
Early on, he understood the importance of social networking and began using Facebook to keep family and friends informed of his licensing progress. Through Facebook, they kept up with his schooling and ultimately his success in earning his license.
But the social networking didn’t stop there. Fully licensed and ready to go, his forward thinking created a network of people he could approach for leads. “In fact,” James says, “my first Facebook friend was also my first client. He opened nine policies with me.”
Through Hearsay Social, James was able to provide relevant, meaningful content on his Facebook business page in a matter of clicks, rather than cutting and pasting content and figuring out how to create links. Without Hearsay Social, he wouldn’t have been able to craft the professional image he wanted to project:
“With Hearsay Social I can post compelling, professional content, and join in on global corporate campaigns, which adds validity and credence to my Facebook page. I can also pass along important information in a much more efficient way. I am incredibly grateful that Farmers integrated Hearsay Social.”
The powerful combination of Hearsay Social and Facebook has given him a more personal connection with his customers, and most importantly, its built-in community:
“The ability to use Facebook with Hearsay Social has dramatically improved my business. I am much more accessible to customers, and they are much more open to me. I have gained a new appreciation and understanding of their needs. Hearsay just makes it easy to do what I enjoy. Thank you Hearsay Social!”
We’re glad we could help, James. And from all of us at Hearsay Social: Congratulations!
Chris Andrew, Customer Success Manager