Over the past year, the financial services industry has made big strides in how it approaches sales and marketing, reinventing itself in an increasingly social, mobile, and digital world.
That’s why we’re proud to see The Gramercy Institute and JFAM (The Journal of Financial Advertising & Marketing), which specialize in financial services marketing, honoring 20 Rising Stars in Financial Marketing, including some of our customers. From social media directors to CMOs to brand marketers and more, every marketing role has been tasked with adapting to transformations in the digital world.
Thank you to JFAM and the Gramercy Institute for acknowledging the achievements of the best marketers across some of the top insurance and financial services companies in the world. We hope these financial marketing “Rising Stars” will set an example for their peers across the industry.
The Gramercy Institute’s 20 Rising Stars:
Yet another successful JFAM Forum took place in San Francisco yesterday focused on one crucial question: What do financial marketers want from their marketing in 2013? Sponsored by Financial Times, Hearsay Social, The Street, and others, the forum brought together speakers and attendees to talk brand reputation and content marketing in financial services, and how new technology like social media affects these hot topics.
As a result of the financial crisis and other factors, firms have lost the trust of their customers. In the morning keynote, Hearsay Social CEO Clara Shih carefully explained that customers increasingly recognize and ignore mailers and impersonal campaigns created by “faceless organizations.”
So what are customers responding to? Personal notes from actual people.
The marketer’s job in 2013 and for years to come is to meet the customer where they actually are–on mobile and social–and engage with them in an authentic, personal manner. Marketers and reps that are good at what they do are rightfully focusing on quality of messages as opposed to quantity.
In the social media age, content is king. Financial firms are quickly learning that by sharing and engaging on social networks, and by leveraging the authenticity and humanness of their field, they can earn back their customers’ trust and business.
Social media may be all about connecting in the online world, but we at Hearsay Social know very well the value of face-to-face conversations. For that reason, we regularly speak at top conferences all around the country. It’s always rewarding sharing our ideas with other industry-leading experts to help companies understand how social sales and marketing can help them engage with customers on social media.
Here are some details on where to find Hearsay Social in the coming weeks.
Mark Gilbert, vice president of product at Hearsay Social, will be speaking on “Measuring Social ROI” at LeadingRE MarTech event in Las Vegas on February 27 at 2:00 p.m. An expert on enterprise and consumer product design, Mark will discuss the value of social media, how to use it effectively, and how to identify its return on investment to those in the C-Suite.
At the Securities Industry and Financial Markets Association (SIFMA) Social Seminar in San Francisco on February 28 at 8:50 a.m., Hearsay Social Founder and CEO Clara Shih will be participating on a panel, “A Conversation with Leaders of Social Media in Silicon Valley,” alongside Jennifer Grazel, head of category development – financial services, LinkedIn; John Ploumitsakos, director of online sales, Twitter; and Christine Trodella, global director, Facebook. The panel will be moderated by Steven M. Samuels, managing director, global advisor communications, Bank of America Merrill Lynch.
In January, Clara spoke at Inman News Real Estate Connect NYC on how the real estate industry can benefit from social media. Inman News Chief Strategist Katie Lance led the panel, “Trust and Transparency in Social Media: What It Means for Brands,” with participation from Clara and Jeff Lobb, vice president of technology and innovation, EXIT Realty. Connect with Hearsay Social at these essential insurance and financial services events in February:
February 20-22: LIMRA Distribution Conference – Orlando, FL
February 21: Journal of Financial Advertising & Marketing (JFAM) Forum – Chicago, IL
February 28: SIFMA Social Seminar – San Francisco, CA Connect with us at these key social media and technology events in February:
February 20: Hearsay Social Webinar with Jeremiah Owyang of Altimeter Group (Register today!)
February 26-28: LeadingRE Annual – Las Vegas, NV
February 26-28: LeadingRE MarTech – Las Vegas, NV
Trust is the most important factor to financial professionals when making their buying and partnering decisions, according to a recent survey.
With this conclusion, Daniel Rothman of the Financial Times set the stage for Friday morning at JFAM West, a forward-thinking event focused on how financial services marketing will transform in the coming months and years. Technology or not, trust always tops a financial professional’s wish list.
And yet, more and more professionals today rely on social media to establish that trust.
“Social media and the advent of mobile devices has fundamentally changed what people expect from businesses,” said Hearsay Social CEO Clara Shih. “We expect to be able to talk to our colleagues and friends before making significant decisions about what to buy and whom we choose as our financial representative or advisor.”
After her opening remarks, Clara sat on a panel with technology and marketing leaders from LinkedIn, BlackRock, Franklin Templeton, and Intuit to discuss how that fundamental shift is playing out.
For example, Eileen Loustau (Global Director, Social Media, iShares/Blackrock) shared that 89% of professionals said they are more likely to purchase a product based on their financial organization doing social media right. That’s an incredible statistic showing just how crucial the new channel has become.
Increasingly, panel participants agreed, the financial services industry must not just allow but actually expect financial representatives to share information online with their business partners. Hurdles to adoption, like compliance restrictions or the lack of tools, are slowly dropping away.
One technology breakthrough Matt Dunn (Director, Social Strategies, Franklin Templeton) and the other panelists especially showed interest in was “social signals,” messages and cues made on social networks that indicate life events, like the birth of a new baby, moving to a new home, or a job change. Such cues offer a tremendous opportunity for advisors to keep in touch with their clients and continue to offer financial guidance.
Explore our blog and website to learn more about compliant social sales and marketing for financial services.
What is the future of financial media?
Along with the Wall Street Journal and the Financial Times, Hearsay Social recently co-hosted a JFAM forum on the floor of the New York Stock Exchange with the aim of answering that very question. The forum boasted twenty financial marketing and social media experts over five different panels, focused on topics like social media, branding and reputation, and mobile marketing.
“The financial services industry is undergoing a shift in emphasis from purchased media to owned and earned media,” explained Amy Millard, VP of Marketing at Hearsay Social. “Financial companies are finding greater success at a lesser cost with owned and earned media channels.”
Paid media, like display ads and sponsorships, can be contrasted heavily with longer-lasting, more credible examples of owned and earned media, like social pages and viral buzz, respectively. Social media, which can fall under both owned and earned media, is increasingly becoming a boon for financial advisors and representatives.
That said, some financial institutions are wary of the informality and risk often associated with social media. Aware of these concerns, the panelists emphasized the value of experimentation for financial institutions to achieve social marketing success. And, as always, compliance is of the utmost importance as financial firms begin to aggressively integrate and adopt social media.
This was one of the most successful and visionary JFAM events to date, not only revealing the bright future of social media usage within financial institutions but also highlighting its already strong prevalence.
Gramercy Institute's "JFAM:Forum@NYSE" last week (for financial marketers). Panelists underscored value of "experimentation" for success.