Skip to content

Sales: Then and Now

We’ve come a long way from when rolodexes and telephones were the best tools for selling. Today, leading salespeople use social networks to research, connect, and engage with customers and prospects, supercharging their selling efforts.
In this chart, taken from our ebook The Social Era Demands Social Selling, we show exactly how sales has changed.

Continue reading about the power of social sales in “The Social Era Demands Social Selling,” available for download here.

One tweet leads to $4.1 million sale: Gary Vaynerchuk at #LLSMC

For more #LLSMC updates, see our recap of day one or learn why LIMRA selected Hearsay Social as its Elite Strategic Partner for social media.

We’re glowing after a fantastic second day at LIMRA’s Social Media Conference for Financial Services. After our team closed out the day with a discussion on the path from compliance to ROI, we hosted all our customers and partners at a dinner over the Boston skyline. Thank you so much to everyone who attended!

Earlier in the day, Gary Vaynerchuk (@garyvee), co-founder and CEO of VaynerMedia and a well-respected social media thought leader, keynoted the conference with a presentation bullish on the power of social sales.

Obsessed with social selling, he said the only reason he believes in social media is because it helps sell.

Gary’s chief belief is that every person’s job is to be a storyteller. (Fittingly, much of his talk drew on his own personal experiences of growing up in the Soviet Union, emigrating to the U.S., and eventually establishing a presence in technology and social media.) Relationship managers like financial advisors and insurance agents are successful when they are telling stories, not just trying to sell directly. And they distinguish themselves from the rest of the pack by telling different stories and by telling them in different ways. That’s where social media comes in.

One of his friends, who tweeted “thinking about moving,” eventually bought a $4.1 million apartment after a progressive insurance agent reached out in response to the tweet. This is just one of many successful social sales examples, and it’s a sign of the times we live in.

“We are living through the biggest culture shift of all time,” said Gary, referring to the unstoppable proliferation of the consumer Internet over the past two decades and social technologies today.

Gary Liu (VP Marketing, Hearsay Social), Paul Desimone (VP, Compliance and Regulatory Services, LIMRA), Erik Qualman (author of Socialnomics), and Augie Ray (Director of Social Media, Prudential)

Gary Vaynerchuk’s keynote set the stage for several great presentations throughout the day by executives from John Hancock, Mass Mutual, Prudential Financial, Fidelity Investments, Northwestern Mutual, Google, LinkedIn, LIMRA, and more.

In his session, Augie Ray (@augieray), Director of Social Media Prudential, called attention to the fact that, though banks and insurance companies are in the “trust” business, they are at the bottom of the trust rankings, according to a study by Edelman. Fortunately, social networks provide a way for real advisors and agents to correct that gap.

Ameriprise, as an example, allows people to find advisors that they have shared connections with on LinkedIn.

In a later session, a representative from LinkedIn confirmed the power of your professional network. Ben Ortman (@ortman_social), Social Business Connector and Innovator, Global Accounts, LinkedIn, explained that the key is to find individuals with relevance in mind. Build trust and strengthen your relationships so you can reach out at just the right time.

All in all, a very informative day at #LLSMC! To read more, see our recap of day one or learn why LIMRA selected Hearsay Social as its Elite Strategic Partner for social media.

Greg Bailey (VP Marketing, Pacific Life), Clara Shih (CEO, Hearsay Social), Jim Kerley (President, LIMRA Services), and Michael Lock (COO, Hearsay Social)

Smiling faces en route to Hearsay Social’s #LLSMC dinner on Thursday.

LinkedIn Sales Navigator: Higher quality sales research for the social era

Even after 28 years of doing B2B technology sales, I am still looking for new ways to crack old problems. Last week, LinkedIn helped me crack an old problem by allowing me to complete a key sales task more accurately than traditional methods, and at a fraction of the costs.
B2B selling has a pretty simple set of fundamentals:

  1. Determine your target market
  2. Make a list of the companies in that target market
  3. Compile a database of the targeted decision makers for your product
  4. Create a sales and marketing plan to get your value proposition in front of those decision makers

But executing step 3 has always proven extremely difficult.
I often felt forced to spend large amounts of money with list brokers or broadly-based marketing companies who promised to get my team’s message in front of decision makers. Sometimes we contracted small companies who promised detailed organization chart profiles of Fortune 500 companies, or we paid third-party calling companies to build a contact list for us.
In reality, all these strategies pretty much sucked. Any data that I have ever bought has been incomplete and outdated. Today, as the pace of career movement speeds up, those old methods produce even more outdated results.
But LinkedIn has changed all that. You don’t need to rely on third parties to update contact data because your individual, targeted decision makers keep their contact information updated themselves! It is rarely out of date and largely available to any social media savvy B2B salesperson.
As we learned at LinkedIn Sales Connect earlier this year, the world’s largest professional network is a gold mine for the modern salesperson.
At Hearsay Social, we go one step further: all our customer-facing people are licensed for LinkedIn Sales Navigator, a fee-based subscription that supplements the free LinkedIn product. Sales Navigator gives you advanced search capability and allows you to see deeper and more broadly into LinkedIn’s network data. It also gives you the ability to see if anyone at your company is already connected to your targeted decision maker. Think of it as Linkedin on sales steroids.
Using Sales Navigator, our team executed a blitz last week of sales contact research. We bought no lists and we didn’t pay for any database tools. We simply used Sales Navigator and a little elbow grease. LinkedIn Sales Navigator allowed our small company to accomplish a key go to market task at a fraction of the cost of traditional methods. More importantly, it produced results that are likely 5X-10X more accurate than traditional approaches. Better and cheaper is essential to competing today.
As a closing note, I’ll also mention that the Hearsay Social platform works well with Sales Navigator, so we always encourage our customers to use both–we’re already seeing huge successes there. If you are running a sales organization today, I can’t imagine you doing so without Sales Navigator!

Why social sales?

The following is an excerpt from The Social Era Demands Social Selling, a new ebook outlining how sales organizations can leverage social networks to grow business.

When people think about businesses engaging on social media, most still tend to think of social marketing campaigns. A viral video from a global beverage company. Holiday coupons shared across the social networks. Scheduled tweets advertising upcoming promotions.
Today, however, we are witnessing a sea change in how businesses approach social media. Social media is rapidly becoming more essential for sales forces than it is for corporate marketing departments.
This is already the case for many top companies. A recent Forrester study cited the largest deployment of the Hearsay Social Sales Solution as three times larger than the largest social marketing software deployment, demonstrating the extensive impact of empowering salespeople on social media. Day in and day out, these non-technical employees leverage Facebook, LinkedIn, and other social networks to share business-related content and bolster the relationships they have with their customers and prospects.
In the following chapters, we break down why social media makes sense for salespeople, how to develop an intelligent social media strategy for large organizations, how marketing can support sales with content, and more. Let this guide be a resource for you when developing your company’s social sales strategy.

Continue reading about the power of social sales in “The Social Era Demands Social Selling,” available for download here.

5 essential tools for the social salesperson

Through our work with successful social salespeople, we have had the opportunity to see exactly how these individuals attract leads and convert prospects to clients. Beyond posting regularly, taking action on social signals, and perfecting their own engagement strategy, this group also leverages the social media tools that are readily available to them in order to make the most out of their social media efforts.
But how do they know which tools to use? It seems that everywhere you look these days there is another new free social media measurement tool on the market. Skip these for now. Instead, we are going to show you how you can take advantage of the tools you already have in your social media tool kit.

  1. Who’s Viewed Your Profile (LinkedIn)
    At first glance, seeing who has looked at you online can feel a bit odd. But given LinkedIn’s professional focus and privacy options, this should be a go-to resource for social salespeople. The list is a boon since it captures a record of the people who, for one reason or another, were compelled to gather more information about you. Perhaps they were interested in an article you shared on LinkedIn or perhaps a friend recommended your services to them. Either way, it’s a prime way to identify people who may be potential leads or even upsell targets.How to use this tool: To begin, the only way to see who has viewed your profile is to allow other people to see when you have viewed them. To do this, go to Settings and then click “Select what others see when you’ve viewed their profile”.  Set this option to “Your name and headline” – the first option. Navigate back to your profile, and find the “Who’s Viewed Your Profile” link on the right side of the page. Next, consider connecting with the viewers you know, but who are not yet a connection. Finally, do a little research on the individuals you do not know.  Leverage LinkedIn’s “TeamLink” feature to see which connections you share with these new people and determine who can make an introduction.
  2. Social Signals (Hearsay Social)
    A key aspect to social selling is taking advantage of opportunities to reach out to your clients and prospects. But the question remains: how do you identify these opportunities? One of the best, and easiest, ways to uncover these prime conversation starters is our very own Social Signals. With Social Signals, you can avoid the hassle of searching for your connections’ important updates one by one, across multiple social media sites. Rather, you will receive a curated list of these important life events, including birthdays, job changes, relocations, relationship changes, and more, in one centralized feed.

    How to use this tool: Once you log in to Hearsay Social, simply click on the Signals tab.  Use the filters (Birthday, Family & Relationship, Job, Location and Uncategorized) to find relevant updates about your connections.  Now, get the conversation going!
    (Please note: not all organizations have access to Social Signals.  If you are interested in receiving Social Signals, please reach out to Hearsay Social Support.)
  3. Reach 2.0 (Facebook)
    If you read our earlier post 5 stats you should track to be successful on social media, you know that reach is a fundamental metric that all social salespeople should be using.  Advanced social salespeople probably want to understand even more about their reach in order to optimize their content strategy and get the most out of any paid promotions.  Consider these reach building blocks:
    Organic reach: The number of unique people who saw your content in their News Feed, in the ticker or on your page.
    Viral reach: The number of unique people who saw a story about your page published by a friend.
    Paid reach: The number of unique people who saw your ad or Sponsored Story.

    How to use this tool: First, access this tool by going to your Facebook business page’s Insights section and clicking on “Reach.” Scroll down to find the section “How You Reached People (Reach and Frequency)”. Next, spend some time reviewing the components of your reach and how they varied across the time period shown on the chart. Connect periods with high reach – whether organic, viral or paid – to the content that drove these peaks. Pay attention to how your paid promotions are faring so that you can optimize your social marketing spend. Over time, you will be able to better predict which of your posts will go viral and how to reach more of your audience with content that matters to them.
  4. Demographics of your Likers (Facebook)
    One of the questions social salespeople often ask themselves is “Who am I reaching with my content?” Some will also ask, “Am I reaching the right audience with my content?”  To answer these questions, take a look at your Facebook Insights.How to use this tool: To find this information, navigate to your Facebook business page’s Insights section and click on “Likes”. Here you will find a summary of their demographics including their gender, age group, country, city, and language.  Once you’ve digested this information, take a minute to answer these questions:
    Are you surprised by the breakout of your Likers?
    Are they older than you expected? Younger?
    Are you reaching people across the country?
    With this information, you can continue to refine the content you share with your audience. If you want to reach an older demographic, for example, consider sharing information about how to spend your retirement instead of how to build a nest egg. If you want reach people who speak another language, include a translation or two in your content to see if you can target these people directly.
  5. Social Sales
    At the end of the day, when you are using social media as a social salesperson, what matters is simple: SALES. But how do you track this information? How do you know at the end of the quarter what percentage of your sales came from social media? The answer is simple: it is up to you! Better than anyone else, you know how you landed each one of your sales. The key is to track information, no matter how you do it.How to use this tool: Again, it is up to you to decide how to measure your social media sales success. Here are a few ideas that we have gathered from our expert social salespeople:
    Maintain your own social sales tracking worksheet that you update regularly (timing will depend on your typical sales volume).
    Leverage your company’s CRM tool if it offers a way to classify a sale’s source as social media.  (If this is not available, consider asking your head of sales to make “social media” an option!)
    Poll your customers to learn how they found you.
    Collaborate with other employees to build a social sales measurement chart so that you can see how you are faring compared to your peers.
    Managers can consider offering a bonus to the salesperson who lands the largest number of social sales per quarter/year.

To learn more about how salespeople leverage social media to grow business, watch the below video highlighting some top performers at Farmers Insurance:

5 steps to building a great LinkedIn Company Page

Significantly more than just a recruiting tool, your LinkedIn Company Page is an ideal place to showcase your business, from its products to its people.

With more than 225 million members around the world, LinkedIn is the go-to place for professionals to network online and learn about your company. Before they do business with you, potential customers are researching your company and looking to understand who you are. Today much of this research happens online before engaging with a live company representative. Treat your LinkedIn Company Page like prime real estate to inform these millions of professionals on the latest news from your company, products and services you offer, business opportunities, and job openings.

Here are five easy steps to building and maintaining a great LinkedIn Company Page:

1. Make it complete

Having a complete profile is essential for both individual professionals as well as businesses. Your LinkedIn company page should not only describe what your company does at a high level, but also drill down on specific specialties. LinkedIn lets each company explain in detail their various products and services, so make sure to represent all your company’s different lines of business (if you have them) or different products. For example, an insurance company may take this opportunity to present both its home insurance policies as well as its life insurance policies.

2. Choose a strong cover photo

Today, it’s understood that the key to driving engagement on social networks lies in the effective use of visual content. On LinkedIn, it’s no different. The first thing visitors will see on your company page is the large cover photo, so make sure it looks professional, reflects the attributes of your brand, and gives the visitor a reason to look around some more. In the below example, Thrivent Financial for Lutherans highlights its family-based values and logo, complementing its dedication to providing financial services.

Feel free to update your cover photo periodically to reflect new product launches, expansions, or simply to refresh the look, while always staying true to the brand.

3. Share great content regularly

As always, the glue holding any social network together are its members and the content they share amongst each other (hence the “media” in “social media”). To that end, it’s imperative that businesses share content with their audience from LinkedIn Company Pages. As your customers and prospects increasingly turn to social networks to research your company, the opportunity to present them with relevant news also grows.

Share business updates from your company, but don’t be entirely self-serving. Before posting an update, link, or other media, ask yourself the question, “Would I want to read this story?” Just this brief sanity check will hold you to a high standard when sharing content. In general, share a medley of content that will truly interest your followers, not just ads about how your company is so great.

4. Get employees involved

Your influence depends entirely on your people. The easiest way to expand the reach and engagement on your LinkedIn Company Page is simply to encourage employees of the company to like and share updates from the company with their own networks. Specifically, encouraging employees to share job openings is always a great idea to boost recruiting efforts (and can often be tied to referral bonuses). Additionally, many companies take employee involvement a step further by distributing content directly to employees through a social sales and marketing platform like Hearsay Social.

Another smart tactic to drive even more traffic to your LinkedIn Company Page: if your employees have their own professional websites, have them embed the LinkedIn Follow Company button.

5. Measure results and take action

Regularly reviewing your LinkedIn Company Page insights is crucial to improving your social strategy over time. From “page visitor demographics” like industry and company size to click/view rates, you can gain a solid understanding of who your audience is and what kind of content resonates with them. Knowing this enables you to iterate and steadily increase your reach while also driving further engagement. In the end, it all comes down to following the data.

In addition to supporting individual pages on LinkedIn, Hearsay Social also allows brands to manage their LinkedIn Company Page directly from the same platform. Hearsay Social Brand Solution supports brand marketing teams so they can effectively plan, publish, and measure messages on the LinkedIn Company Page using the same enterprise platform already deployed across their field and compliance teams. Not only does the platform help brand teams manage content published to the LinkedIn Company Page, but Hearsay Social also supports compliance and archiving needs as well.

Check out this SlideShare for even more tips on building a great LinkedIn Company Page:

Thrivent Financial's path from social media compliance to ROI: Lessons from LinkedIn's Financial Services Summit

LEFT TO RIGHT: Knut Olson, SVP, Financial Network, Thrivent Financial for Lutherans; Paul Johnston, VP and Deputy General Counsel, Thrivent Financial; and Hearsay Social COO Michael Lock.

Many financial institutions get started on social media only to manage risk, but with the appropriate policies and processes in place, social networks such as LinkedIn, Facebook, and Twitter can be extremely valuable for sales representatives. Yet many firms still struggle with making the transition from social media compliance to ROI.
At LinkedIn’s Global Financial Services Marketing Summit in New York last week, Hearsay Social COO Michael Lock (@michaelhlock) sat down with representatives from one of Hearsay Social’s customers, Thrivent Financial, to discuss their organization’s social selling success. Thrivent’s Head of Sales, Knut Olson, teamed up with his Head of Compliance, Paul Johnston, to share how they have gone beyond social media compliance to enable their financial advisors to sell socially.
Before using Hearsay Social, Thrivent was tracking social media activity for compliance manually, and it was so time-intensive that they could only allow a small number of field representatives on social. Eventually, however, they had to catch up wih the field.
“Social media is here,” said Paul. “Whether or not we like it from a compliance and legal perspective, our sales reps are going to be using it.” To make compliance manageable, Paul recommended assigning a single team or person to focus on understanding the technology and regulations. “The rules are changing rapidly” said Paul, and the “functionality of social networks is changing rapidly.”
It really helps having a point person to keep an eye on these constant changes. Also, Paul described how important it was to establish expectations cross-functionally, so that everyone remains flexible and can adjust as regulations or technology changes in the future.
Technology for his field sales organization, Knut described, was intended to “accelerate a human process that is already part of the business.” So, in their relationship-based business, social media was a no-brainer. Hearsay Social has Thrivent Financial sales representatives to attract prospects, build stronger relationships with customers, and grow business overall.
You can watch the full session here:

See more from the event:

LEFT TO RIGHT: Knut Olson, Michael Lock, and Paul Johnston.

Reestablishing trust via social media: Hearsay Social keynote panel at LinkedIn's Global Financial Services Summit

The Hearsay Social team was delighted to join LinkedIn and executives from across the financial industry in New York last week to discuss how marketing and sales strategies are evolving due to the seismic shift in online behavior from social media.
The impressive lineup of industry experts discussed everything from the state of the economy to the future of regulation and compliance on social media to an audience of 300 senior marketing and business leaders from around the globe.
Our CEO Clara Shih, who blogs regularly about social enterprise topics on LinkedIn, spoke on a fascinating keynote panel alongside Sallie Krawcheck (@SallieKrawcheck), Past President of Merrill Lynch and Herb Greenberg (@herbgreenberg) of CNBC. In their discussion, moderated by Dan Roth (@danroth), Executive Editor at LinkedIn, they discussed the impact social content on LinkedIn has had on them and their businesses. With some examples from some of the financial services firms Hearsay Social works with, Clara highlighted how social content can help financial advisors become experts in their field. Here is the video recording:

Earlier in the day, Jill Schlesinger (@jillonmoney), Senior Business Analyst at CBS News, gave a talk on the state of the economy, and encouraged organizations to speak to consumers in ‘their’ language: “If you can’t figure out a way to communicate with people in a way that they can take that information in, its useless.” She also highlighted the importance of regulation to consumer protection:

Eileen Loustau, Global Director of Social Media at Blackrock/iShares, highlighted how social media can help organizations ‘humanize’ themselves. Saying, on social media, “try to be a person, not a company.”

A recurring theme throughout the day was how pervasive social media has become across financial services firms. Already, 1 out of every 3 professionals on the planet is on LinkedIn, according to David Hahn, Vice President of Product at LinkedIn. And those numbers are only growing.

Hearsay Social CEO Clara Shih and Jennifer Grazel, Global Head of Category Development – Financial Services, LinkedIn

See more from the event:

How social sellers make it to the top: Insights from LinkedIn Sales Connect

Earlier this month, we at Hearsay Social had the opportunity to be a part of LinkedIn Sales Solutions’ inaugural summit, hosted by Mike Derezin (Global Head of Sales, Sales Solutions, LinkedIn) at the W Hotel in San Francisco. It was an incredibly inspiring event about how the selling discipline has evolved in the social era. I myself learned a tremendous amount and wanted to share the top takeaways.

Selling experts panel, from left to right: Jill Konrath, Kurt Shaver, Miles Austin, Koka Sexton.

 Most of your customers are on social networks–that’s a given. But did you know that 75% of them are influenced by what they read there? In the social media era, buyers are more educated than ever before. (The Corporate Executive Board recently reported that the average B2B buyer is already 57% of the way through the purchase decision before even engaging with your sales rep.)

Traditional cold outreach today is essentially ineffective. Mass emails and brute force phone calls are annoying to your prospects, not helping to close deals. On the contrary, social selling tactics are helping businesses today increase sales through relationships and social data that help them find the right people, make introductions, and refine their messaging.
Typically, the path of a social salesperson follows four stages. First, a salesperson must establish and enhance their profile on the appropriate social network, typically LinkedIn or Facebook. Then there’s the initial wave of connecting with present and former colleagues, friends, and even family. You never know what connections will come in handy.
Once the social salesperson has set up their profile and connections, they must consistently work toward building their brand and establishing themselves as an authority in their particular area of expertise. This is done through status updates and sharing of original and third-party content. In the final stage of this path, the social salesperson reaches 2nd- and 3rd-degree contacts, and the process repeats.

Jill Konrath speaking at the Summit.

Many of these topics and others were discussed at LinkedIn SalesConnect earlier this month. One panel, dedicated entirely to “Social Selling,” included panelists Koka Sexton, Sr. Social Marketing Manager LinkedIn; Kurt Shaver, Founder, The Sales Foundry; Miles Austin, The Web Tools Guy; and Jill Konrath, author of SNAP Selling. Jill conducted a large-scale research study looking at top-performing sales reps versus their average peers and found four major differences in whether and how they used social networking sites in the selling process.
Here are four ways social sellers make it to the top, based on Jill’s study:
1. Top sellers do their homework.
Top sellers have mastered use of LinkedIn as a research tool. They always research prospects before reaching out, compared to their regular sellers who often cold call without context. By the time top sellers reach out via phone, email, or InMail, they are able to speak knowledgeably and credibly regarding their prospect’s role, company, and industry, and to reference past job experiences as well as mutual connections.
2. Top sellers invest in growing their networks.
On average, top sellers have much bigger networks and invest in continuing to grow those networks compared to their peers. Top-performing reps make a habit of connecting to existing customers, who can provide valuable references or introductions for future deals. Jill says that “social networks make it so that reps don’t have to fight the delete button” because they can go in warm.
In addition, top B2B sellers connect with not just one or two contacts at a prospect organization but many contacts. They hedge their bets, refusing to put all their eggs in one basket lest a particular contact become unresponsive, act as a gatekeeper, or leave the company. To continually update their knowledge on accounts, sellers can create targeted prospect lists with saved searches on LinkedIn.
3. Top sellers invest in a professional presence on social networks.
They take the time to always include a photo and to ensure that it is professional yet personable. Top reps articulate relevant skills and experience, and share content to showcase their subject matter expertise. Importantly, top sellers write their profiles as they would want the customer, not a recruiter, to read it. Instead of bragging that they are “the #1 rep” or “a hard closer,” they view their profiles from the customer’s eyes and ask “do I appear like someone a customer would want to work with?”
4. Top sellers invest in content (status updates and groups)
Top sellers understand LinkedIn has evolved from just a place to post your resume to a full-fledged content sharing network with streams and groups. They set aside a few minutes every week, if not every day, to share timely status updates and relevant articles they find across the Web. In addition, the best performers also make a point of joining highly targeted groups on LinkedIn to find what their customers and/or peers are talking/asking about. These are triggers that help top sellers stay top-of-mind in a low touch way and keep in contact with their customers.
Congratulations to Mike and the entire LinkedIn Sales Solutions team on a great event!

Financial services leaders from Goldman Sachs, JPMorgan Chase, and Wells Fargo to join Hearsay Social at LinkedIn FinanceConnect

Content and conversations fuel the customer journey in the age of social media. Strategic content marketing drives deeper connections with your customers, which ultimately drives more business.

Next Thursday, May 2, at LinkedIn FinanceConnect, executives from the financial services industry, including Claire Huang (CMO, JPMorgan Chase), Lisa Shalett (Head of Brand Marketing and Digital Strategy, Goldman Sachs), and Rachel Perkel, (SVP, Head of Wealth Management Marketing, Wells Fargo Bank), will join Silicon Valley leaders LinkedIn and Hearsay Social to discuss how to use content to best leverage social sales and marketing.

Whether you’re seeking to understand how to balance social media rewards or risks, concerned about traversing the social media regulatory landscape, or just interested in the LinkedIn Influencers program, the LinkedIn Marketing Solutions team has prepared a stellar event.

If you’re attending, be sure to catch Hearsay Social on the following panels:

Compliance track: 2013 Regulatory Landscape  (3:15 – 4:00 PM)

  • Yasmin Zarabi, Senior Director of Legal, Hearsay Social
  • Joe Price, Senior Vice President, Corporate Financing/Advertising Regulation, FINRA
  • Iain Duke-Richardet, Director – Head of Technology & Licensing Compliance, RBC
  • Sean Shore, Manager, Business Conduct, National Bank Financial Wealth Management
  • Lisa Shalett, Head of Brand Marketing and Digital Strategy, Goldman Sachs

Navigating the social media regulatory landscape can be daunting, especially for global firms. In this session, we will discuss the current state of social media compliance and how innovative compliance organizations can evolve to stay ahead of future regulatory and technology changes.

LinkedIn Influencers Roundtable (4:00 – 4:45 PM)

Only four months old, the LinkedIn Influencer program delivers fresh and frequent content to our insight-hungry member base. Three of our most prolific influencers join us to discuss the impact that the combination of content, social, and the professional audience has had on their lives and businesses.

Compliance track: Path from Compliance to ROI (4:00 – 4:45 PM)

  • Michael Lock, COO, Hearsay Social
  • Knut Olson, Senior Vice President, Financial Network, Thrivent Financial for Lutherans
  • Paul Johnston, Vice President and Deputy General Counsel, Thrivent Financial for Lutherans

Many firms get started in social media in order to manage risk, but with the appropriate policies and processes in place, LinkedIn is a valuable asset to the field organization. How do successful firms make the transition from social media compliance to ROI?