UPDATE: The room for this session has changed to Telegraph Hill (4th Floor) at the InterContinental.
In the social media era, everyone at your company is a marketer.
Today’s most innovative companies are taking advantage of this new communication paradigm by empowering their employees to be brand ambassadors and amplify the company message.
How can your business do the same? Find out how the first day of Dreamforce by attending The Twitter Effect: Using Social Sales and PR to Amp Your Growth, a session led by Mike Saldi (@msaldi, Senior Director, Customer Success at Salesforce.com) and Clara Shih (@clarashih, CEO, Hearsay Social).
These two thought leaders, both from Silicon Valley tech companies, will share innovative ways to leverage Twitter to amplify the value and reach of PR activity to ultimately increase business. Leveraging her first-hand experience from Hearsay Social, Salesforce, Google, as well as lessons learned from empowering over 55,000 financial representatives on social media, Clara will highlight the most effective ways to leverage social media across the enterprise to boost sales and marketing success. Additionally, Mike will talk about how he has seen Salesforce customers succeed in using Twitter to grow their businesses.
Note: You must first register as a Dreamforce attendee in order to view details and register your seat in this session, so click the link below to register!
The Twitter Effect: Using Social Sales and PR to Amp Your Growth
Where: InterContinental San Francisco, Telegraph Hill (4th Floor)
When: Monday, November 18th, 5:00 – 6:00 PM
In addition to the above, Mike will also be leading another session, Executive Sponsorship for Chatter & Communities, which we’re sure will be a hit. If you can’t make Clara’s session, you can still meet up with us. Let us know you’re in town!
We often talk about social sales and salespeople using Hearsay Social to attract prospects, retain customers, and grow business.
Every day, we hear from you–our customers–how different people make their sales happen through social media in their own unique ways. But often salespeople new to social media ask, “How do I actually make that social sale happen?”
In this three-part series, we will share three stories detailing just how social salespeople were able to make their deals happen using Twitter, Facebook, and LinkedIn. You will learn that each of these salespeople knew their audience, were patient, and, not surprisingly, proved to be quite social savvy.
In this first video, you’ll see how Brian, a social salesperson from a Fortune 500 company we work with, live-tweeted during a conference and ultimately ended up gaining a new follower. Want to know what happens next? You may be surprised to learn how valuable Brian’s new follower proved to be!
Take a look:
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 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.
— Amy McIlwain (@amymcilwain) August 22, 2013
— Sarah Pedersen (@sarahcpedersen) August 22, 2013
— Maggie Ford (@MaggieFord) August 22, 2013
— Miguel Cancino (@mcancino) August 22, 2013
— Jill Rowley (@jill_rowley) August 22, 2013
— Corina Roy (@corinaroy) August 22, 2013
LIMRA kicked off its annual Social Media Conference for Financial Services in Boston yesterday, and, as LIMRA’s Elite Strategic Partner for social media, Hearsay Social was there in full force to share insights and stories with customers and partners.
Today and tomorrow, we’ll be leading two sessions at the event:
Today at 4:30 PM in the Duxbury Room, Gary Liu and Meagan Herfkens will be discussing “The Path from Social Media Compliance to ROI.” Join us to learn all about how you go from preventing risks to reaping the rewards of social selling.
Tomorrow at 9:45 AM, our CEO Clara Shih will present a keynote session on “Four Timeless Business Lessons Revived in the Social Media Era.” Come learn how the value of advisor relationships hasn’t changed, but how the way they connect with customers has changed.
The very first session of the conference, led by John Ploumitsakos (Director of Online Sales, Twitter, @johnp) and Dipayan Gupta (Director of Social Media Marketing, New York Life Insurance Company, @Piron), largely focused on the opportunities for financial services marketers on Twitter, which now boasts over 200 million monthly active users. People are generating so much content on the microblogging social network that Twitter says it processes one billion tweets every 2.5 days. That’s incredible!
So how can financial marketers and advisors take advantage of that?
“Plan for everyday moments” was John’s primary advice. While it’s great to participate in big events like the Olympics and the Super Bowl, you can also make an impact just by engaging with your audience on everyday topics, like exercise and sleep. Every interaction pays off, especially when you respond directly to your customers. A recent Nielsen study confirmed a 30% lift in brand favorability when brands engaged with tweets. Not only that, but purchase volume also grew by more than 50%.
Dipayan added to John’s comments by highlighting New York Life’s slogan, “Keep Good Going,” which calls attention to positive, real life moments. These everyday moments often spark conversations with your target audience–use that as an opportunity to provide tips, tools, and further reading around whatever interests them. By building your credibility, you strengthen your social media presence and ultimately increase your potential to drive successful social sales.
To learn more, drop by the Hearsay Social booth and say hello! We always love meeting new faces.
— Gary Liu (@garycliu) August 22, 2013
— Michael Lock (@michaelhlock) August 22, 2013
— Clara Shih (@clarashih) August 22, 2013
— LIMRA (@LIMRA) August 22, 2013
Measuring the impact of a social media engagement program can seem like a daunting task, especially if you are just getting started. With a seemingly endless supply of social data at your fingertips, it’s easy to get overwhelmed.
Don’t stress! Stop, and take a deep breath. Social media measurement is more manageable than you think.
The key to success is to start small and establish a few important bases before you try to tackle complex social media ROI models. Whether you are brand new to social media or can tweet in your sleep, we have compiled a few of our favorite metrics below to help you kick off (or extend) your measurement efforts. What makes these metrics so special? Three things: they are specific, they are easy to measure over time, and they are actionable. So take a look, and get going!
1. Reach (Facebook): How many people saw your post
No calculations necessary. See the number of impressions on your Facebook posts by simply looking at the number that appears under each post on your page. Additionally, if you have more than 30 fans on your Facebook page, you can click into your Facebook Insights and monitor the “Reach” for each of your posts. (“Reach” is the same thing as “# of people saw your post”.) For even more insight, sort them to see which of your posts gained the most views.
Action: Look for a theme in your most viewed posts and capitalize on this theme in future posts.
2. Engagement (Facebook): People talking about this (PTAT) / Likes
Find these stats under your Facebook page name. Dividing your PTAT value by the total number of Likes on your page will give you a sense of how engaged your base of fans is. This percentage, which typically ranges between 2-5%, gives you an up-to-the-minute view into just how many of your fans are interacting with your page through any variety of interactions, including likes, comments, shares, mentions, and tags. While it’s not uncommon to have a 2% engagement value, shoot for 5% for a truly stellar Facebook business page.
Action: Pay attention to any peaks or troughs in your engagement metric. Re-engage fans by sharing photos, asking a question, or celebrating your fans’ milestones.
3. Time (all networks): Hearsay Social Metrics
Do you ever wonder when you should post content? Should you post at 9am or 9pm? On Tuesdays or Thursdays? The answer is unique to every business, every page, and every social network. With Hearsay Social’s “Engagement” data, found under “Metrics,” you can determine which day of the week is the best to share content and even what time of day will earn you the most engagement.
Action: Craft your engagement strategy around these metrics. Schedule content for popular times and make sure to respond to your engaged fans.
4. Shareability (Twitter): Search “@yourtwitterhandle” at search.twitter.com
Creating content for your social media audience is a good thing. Inspiring your fans and followers so much that they decide to share your content with their audiences is a great thing. To measure this in Twitter, simply search your handle (or use Hearsay Social Metrics) to see exactly how many mentions and retweets you’re receiving. Are people retweeting what you have to say?
Action: If you get lucky, you might just find your brand enthusiasts through your retweet search. Think about engaging them directly by thanking for them for their support in a tweet.
5. Relevance (Twitter): Total You Are Following on Twitter / Total Twitter Followers
If you’ve ever wondered whether your tweets are resonating with your follower base on Twitter, wonder no more. Divide the number of accounts you’re following on Twitter by your total number of Twitter followers to calculate a relevance percentage. If you get a value around 30% or lower, you are doing very well. As a thought leader, you’re like accumulating a healthy following by sharing great content. Having a relevance value around 50% or higher, on the other hand, might not necessarily be a bad thing. Perhaps your strategy is to simply follow back anybody that follows you, a policy that many Twitter users have adopted.
Action: Follow people who you would like to follow you back. Consider tweeting at prospective followers to invite them to follow you.
That’s it! With five easy steps, you can start tangibly measuring your social media efforts to track exactly how your posts and conversations resonate with fans and followers. Each of these metrics lays the groundwork for you to analyze the business impact and ROI of your social sales and marketing efforts.