Learn how financial services professionals can leverage LinkedIn to develop new business opportunities, build relationships, and drive revenue in a compliant manner with Proofpoint.

1. Compliant Practices for Social
Media in Financial Services

2. Agenda
• Driving Business Through
Relationships Using Social
• Compliant Social Media Practices
• Guardian Life Success Story

3. Sales Navigator: Driving Business Through Relationships
©2016 LinkedIn Corporation. All Rights Reserved.
Craig Canton
Relationship Manager, Financial Services
LinkedIn Sales Solutions

4. Source: Sales Executive Council, featured in CEB’s “Getting in Early: Shaping Demand Through Pre-Funnel Engagement, 2012
Use of social media is #1 factor driving out
performance

5. 5.4 75of B2B buyers now use
social media to find
information before making a
purchase
% 90of decision makers say
they never respond to
cold outreach
%
people are now involved
in the average B2B buying
decision
Corporate Executive Board 2013 – Winning The Consensus Purchase
Corporate Executive Board 2012 – New Decision Timeline
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
The buying process for major transactions has changed:

6. Billions
of professional
relationships
430M+
members
2B+
member
updates
per week
LinkedIn has a wealth of information on the people &
companies with whom you want to build relationships

7. Today:
your personal
network
All that LinkedIn
has to offer
YOU
Just what
you need
for sales
To tap into the power of LinkedIn for sales, you need
to expand your access and tailor your experience

8. Build trust with
referral partners
and customers
Stay informed
on key updates
at your target
accounts
Find the right
people quickly and easily
Receive
recommendations on
leads to contact
Access more people at
your accounts
Focus on the
right people
and companies
Stay up-to-date on the
people you’re interested in
Be informed of what’s
happening at your
accounts
Research prospects
wherever you work
Engage with prospects
and customers through
your company
Build your
professional reputation
Reach prospects outside
of your network
Sales Navigator is your partner throughout every
stage of relationship development

9. Compliance and Security
Considerations
Ray Kruck
Co-Founder, Nexgate
VP, Marketing and Business Development - Proofpoint Inc.

11. The Regulatory Landscape

12. Advisor Considerations

13. Regulatory and Reputational Risks Faced by Financial
Brands
Account Takeover
Detect and stop account
hacks when they occur
Acceptable Use
Automatically delete
inappropriate content
Fraudulent Accounts
Find and tag all accounts
associated with your brand
Compliance Violations
Monitor and remediate with
click-to-comply policies
including FINRA, FFIEC,
SEC
Malicious Content
Immediately remove malware
and phishing threats

14. New Threat: AnglerPhishing
In this more advanced phish, bad actors impersonate social media
customer care accounts or leading brand advocates to steal
customer’s social account credentials. For example …
A customer (Charlee)
tweets a question to a
major bank’s customer
care account or to an
advisor account (e.g
@AskBank,
@AskDaveSmith)
Actual tweet from a customer to a major bank

15. Imposter Support Accounts, cont’d
A bad actor sees Charlee’s
tweet, and quickly intervenes
from a imposter account (e.g.
Ask_Bank , or the
realDave_Smith) with a link to
a bogus website.
Imposter bank customer care Twitter account that is branded
fraudulently using the actual bank’s logo, colors, naming, etc.

16. Bad Actor Steals Information
Charlee, expecting such
a response from her
bank, follows the link and
logs in…credentials are
stolen (game over).
The link sent by Imposter Twitter account goes to a fake web page that is also
branded fraudulently using the actual bank’s logo, colors, naming, etc.

17. Addressing These Risks
Directly Integrated into Social Networks
Company Accounts
&
Employee Accounts
Proofpoint Admin(s)
Proofpoint
Stops the
Bad
Security & Compliance is Transparent
for Users
Proofpoint Nexgate
Suite
• Automatically find and
inventory brand accounts
• Assess risks from
fraudulent accounts and
bad comments, posts, @s,
messages, and more
• Detect and stop account
hacks and profile non-
compliance
• Automatically remove or
hide spam, abuse, and
other content risks
• Automatically detect,
remediate, and archive
compliance issues

18. Centralized governance and digital oversight allows
us to quickly respond to unexpected events.
Casey Hall,Thomson Reuters

19. Benefits of Social Media Governance
Positive sentiment
Faster response times
User engagement
Account security
Higher productivity
Spam
Fraudulent accounts
Unauthorized accounts
Phishing links
Social risk

20. Nate Issacson
Director of Social Media, Guardian Life

21. About Guardian
u 156 year mutual life insurance company
u Based in New York City
u 5,300 Home Office Employees
u 3,500 Financial Professionals
u 80+ General Agency locations in the US
u 2,700 Financial Professionals using social media for business
u 325+ Financial Professionals using LinkedIn Sales Navigator

22. Evolution of First Contact
Anticipating a wholesale shift in the way consumers
were choosing to engage with insurance firms and
individual advisors, the firm recognized the
opportunity to help its advisors evolve their
approach to the market.

23. Make Friends with Legal/Compliance

24. Size Doesn’t Matter
325+
2,500+

25. Evolution of Guardian’s Program
https://www.exchangewire.com/blog/2015/02/17/evolution-atd-means-holding-groups/
Compliance Enablement Engagement Culture
2011 2012 2013 2014 2015 2016

26. Creating a Social Selling Culture
u Began using LinkedIn Sales Navigator in 2013
u 300+ Financial Professionals using Sales Navigator
u Average SSI Score for Guardian Sales Navigator Users = 59
u Shifting from Individual FPs purchasing to Agency Model
u Creating local experts through LinkedIn Instructs

27. Create a professional brand
Find the right people
Engage with insights
Build strong relationships
Social Selling Index 42.3
Before
adoption
Today
As of 12/2015
14.0
11.0
7.1
22.1
54.2
Only Sales Navigator users
13.8
9.6
5.0
13.9
+28.3%SSI change since
adoption
Training Increased SSI Scores
27

28. Social Selling Success
u John increased revenue 80% YoY, 2014 = $222,938 vs. 2015 = $396,000
u Chuck generated $109k of premium from Sept – Dec 2015 via InMails
u Sean started 2016 off with a $52k premium case thanks to an InMail
u Adrian reached 103 members during 1st 30 days on Sales Navigator

29. Q&A

30. Thank you!