How do you make real-time, personalized content work in a regulated industry? Just ask Jennifer Heyman of Wells Fargo, where she manages the social media conversation and community engagement. Jennifer has a fascinating way to bring the art of business and content marketing to personalized conversation. Take a listen
The Story of Jennifer's Career
How to Personalize Messages on Social in a Regulated Industry
How Regulated Industries Can Participate in Real-Time Conversations
How Do You Engage On Social Media as Part of a Regulated Industry?
"Regulation impacts a number of industries. Consumers are most concerned about the credibility of the organization and the safety of their data. Consequently, it's important to focus on how to communicate with customers whilst keeping that information within a secure and private channel. For us, that meant not turning on private messages on Facebook and instead, immediately taking them off the Facebook platform. We have a great team that works 24/7 to triage and resolve the critical questions we receive and we've also built up expertise in our heaviest lines of business in which there is a strong customer service focus. We rely on many of our subject matter experts throughout the company to help with servicing - that's critical, because customers expect a quick reply and want resolution immediately. In financial services, it's almost impossible to provide a resolution in real-time, but what you can communicate in real-time is that there is hand-off to a team that is going to be able to help. On the front-end, we hold extensive roadshows in explaining what our objectives and strategies are for all of the different platforms on which we participate. This ensures that our lines of business have a greater understanding of how they can best use a platform to push out their message."
How Has the Strategy Changed With the Introduction of Algorithms?
"Wells Fargo - like many brands - has had to reconcile with the fact that if we want our content to be seen, we have to participate in the paid side of social. We feel really good about our commitment to paid media. The best part for us is the platform sophistication on the targeting side. This has increased exponentially over the last three years, so what platforms can do now is amazing. Third party vendors can layer over this with a true look-a-like for an audience which is really important in getting the right message to the right person, at the right time. Not all paid advertising will lead to a conversion or a click-through in that moment, but the hope is, with paid advertising, we will be able to build the long-tail for awareness and visibility. We also use influencers in the earned space to help us gain credibility and we supplement all of this with organic content."
- "The key to overcoming the hurdle of regulation is letting your business partners know how they can best create content that will have a positive and achievable business result."
- "Have a scalable system of personalization."
- "Learn to be a part of someone's experience and feed in a way that interests them. Reaching them is a privilege."
Company Website: https://www.wellsfargo.com/
Personal Twitter: @jheyman
Company Twitter: @WellsFargo
Personal LinkedIn: https://www.linkedin.com/in/jenniferheyman
- Company LinkedIn: https://www.linkedin.com/company/wellsfargo
Enjoy, and check back here for more episodes of the All the Social Ladies podcast on Social Media Today.
This article was originally published on Apple News: