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New Facebook Advertising Solution Enables Corporate Marketers to Harness Proven Effectiveness of Local Ads

HSS-Corporate-to-Local-AdvertisingI’m excited to announce that Hearsay Social’s newest feature, Corporate-to-local Advertising for Facebook, launched today. Built from the ground up, this new functionality will help make Facebook advertising so much more easier and effective for our customers.
Here at Hearsay Social, we pride ourselves on our laser focus to help our enterprise customers leverage social and digital to drive business at the field level. And the value and power of hyper-targeted, local Facebook advertising has become increasingly clear. Consumers want to hear from and learn about businesses that aren’t just relevant to them, but are also accessible so that when they’re ready to buy, the experience is easy, local and convenient. This consumer buying journey is especially relevant to financial services, since ultimately an advisor’s or agent’s business is built on highly personal – and usually local – relationships.
Given that so many consumers are spending time on social media, networks like Facebook present a huge opportunity for advisors and agents to attract new local prospects, which is crucial to their business. But they don’t always have the time, trust, budget or know-how to capture those prospects using online advertising.
But corporate marketing teams at the firm level do have the expertise and budget for building and delivering great ad campaigns. What if organizations could use their existing advertising account and apply their marketing knowledge and budget to drive prospects directly to their local advisor or agent websites?
Our new Corporate-to-local Advertising feature does just that. It enables central marketing teams to leverage their marketing expertise to create, manage and optimize individualized Facebook ads for their field force … at scale. With just a few clicks, they can generate thousands of ads, each personalized with each advisor’s name, location and more, so that they have more in-market relevance while minimizing competitive bidding that can occur among advisors. Corporate marketers have the ability to centrally manage ad budgets while gaining full visibility into and access to manage local advertising campaigns – so that their advisors and agents can spend more time doing what they do best: servicing their clients.
To that end, I’m thrilled to share that American National, a leading insurance firm founded in 1905 with regional presences in all 50 states, has already seen impressive results from their Corporate-to-local Advertising program through Hearsay Social. The company has experienced 2,658 percent more traffic to their representatives’ local websites at a cost-per-click that’s 58 percent less than past Facebook advertising efforts that didn’t utilize Hearsay Social’s technology. Read more here.
This solution would not be what it is without the ongoing support and encouragement from our customers, many who have been with us from the very beginning of the initiative to help test, refine and pilot the technology and overall program – thank you!
Along with the rest of the Hearsay Social team, I look forward to adding new Corporate-to-local Advertising features and efficiencies, as well as expanding it to new social media platforms. Look out for more news in the coming months!
For more information, check out our press release.

How can you use social media to drive sales? Social business experts weigh in at FT Digital Media Conference in London

Hearsay Social is proud to have participated in the Financial Times Digital Media Conference, the flagship annual event that brings leading individuals together to discuss technological disruption of new and established media. Speakers included Sir Martin Sorrell, Group Chief Executive of WPP; Marion King, President of MasterCard Worldwide, UK & Ireland Division; and Clara Shih, CEO and Founder of Hearsay Social.

“This event is very focused on what the FT does best,” explains Andrew Edgecliffe-Johnson, Media Editor, Financial Times, “exploring the business models that will determine success in different markets around the world, from the perspective of both senior leaders of global media groups and today’s most promising digital entrepreneurs.”

Joining Clara on the “Business of Social” panel were Richard Waters, West Coast Managing Editor of the Financial Times; Christian Hernandez Gallardo, Director of UK and Pan-Euro at Facebook; Gilles Storme, VP of Advertising Sales, EMEA at King.com; and Richard Moross, CEO & Founder of Moo.com.

From left to right: Richard Waters, West Coast Managing Editor of the Financial Times; Hearsay Social CEO and Founder Clara Shih; Richard Moross, CEO & Founder of Moo.com; Gilles Storme, VP of Advertising Sales, EMEA at King.com; and Christian Hernandez Gallardo, Director of UK and Pan-Euro at Facebook.

“One of the highest signals that you will likely want to have a mortgage or car loan is a life change,” said Christian. “If you got engaged or are expecting, I guarantee you’re going to have a lot of expenses coming up. You will probably need some advice from a helpful financial advisor. Those social signals feed into an econometric model, and then we help them go back and actually talk to the customer at the right time.”

In an age where mistrust of corporations has never been higher, many companies are seeing success by using social media to promote their employees as ambassadors of the corporate brand.

“The traditional big media world is much more affected by individuals,”  said Clara. “There is a blurring of lines across paid, earned and owned media. The same piece of content coming from a person versus a corporate brand performs better from an EdgeRank perspective and also ties back to individual curation. Consumers want to hear from human beings, oftentimes a friend or trusted advisor.”

More significantly, companies that effectively empower their employees on social media can activate an additional channel to connect with customers.

“Media is not just about paid, owned, and earned; there is also employed media. Your brand ambassadors can be extremely effective authentic channels for connecting with your customers and prospects,” Clara explained.

Watch a recording of the conversation on FT Live.

Social Technologies Unlocked: Hearsay Social CEO speaks at Churchill Club


Would you believe that social media and social networks are mostly untapped across both the enterprise and consumer landscapes?
That’s the finding of a McKinsey Global Institute report entitled The Social Economy: Unleashing Value and Productivity Through Social Technologies. In advance of the report’s publication, several of the best minds in social media met in San Francisco for a panel discussion hosted by the Churchill Club, which has organized events for a quarter of a century with big names like Bill Gates, Bill Clinton, and Arianna Huffington.
For the social technologies-focused session, Hearsay Social CEO Clara Shih sat on the panel amongst esteemed leaders in the social media space, including Wendy Arnott, VP of Social Media, TD Bank Group; BJ Fogg, Founder and Director, the Persuasive Technology Lab at Stanford University; David Gutelius, Chief Scientist, Jive Software. The panel was moderated by Michael Chui, a Senior Fellow at the McKinsey Global Institute.
View the discussion in its entirety in the video below and check out some of the best live tweets from the event:

The future of financial media at JFAM on the NYSE

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.

From left to right: Christopher X. Moloney, CMO at Wells Fargo Advisors; Amy Millard, VP of Marketing at Hearsay Social; Jayme Lacour, Director of Social Media at Putnam Investments; and David Blackburn, SVP Marketing at US Trust/Bank of America

“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.