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Farmers Hearsay Case Study

Farmers Hearsay Case Study

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Published by Hearsay

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Published by: Hearsay on Jan 28, 2011
Copyright:Attribution Non-commercial

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08/08/2011

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Case Study: Empowering Field Reps withCorporate-Approved Content and Compliance
On the heels of a highly successful corporate Facebook Page initiative by corporate marketing last year,a number of Farmers Insurance agents began creating their own Facebook Pages to connect with theircustomers and local communities.The challenge for corporate marketing quickly became how to ensure FINRA compliance and corporategovernance on these locally driven Facebook Pages while empowering each of their 15,000 agents tohave an authentic personality and voice on social media. It is a tricky balance because, although agentsare not Farmers employees (each agency is independently owned and operated), they represent thebrand.Another challenge was what happened
after 
agents created a Facebook Page for their agency. Agentsand their staff did not necessarily have the proper systems or training to consistently post timely,relevant, and interesting content, nor were these communications being filtered and archived forcompliance.Farmers Insurance Group looked to Hearsay Social to help address these important challenges:
 
Archive social network communications per FINRA 10-

built-in integration to the LinkedIn messaging API)
 
Provide agents with social media best practices and compliance training
 
Help seed agent conversations on Facebook with articles, videos, and other educational content,as well as promotional messaging such as contests and sweepstakes
 
Provide one-click distribution of branded tabs to all or a subset of agents (see Figure 2)The results? FINRA compliance, increased agent and customer engagement, and strong and consistentFarmers branding across all agent Facebook Pages. Each agent was up and running on Hearsay within amatter of minutes, and more than 90% quadrupled their number of Facebook fans in the first 60 days. A
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Figure 2) was one of the most popular and succes
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