2015 Social Media Conference for Financial Services Agenda

Wednesday, August 19, 2015

7:00 am - 7:00 pm - Registration Desk Open

7:30 am - 12:00 pm - Site Visit: LinkedIn Headquarters in Mountain View, CA

LinkedIn is the world’s largest professional network, with 347+ million members. Join colleagues for this unique opportunity to get an inside look into the world headquarters of this important social business platform. A short tour will be followed by real conversation with company representatives from the LinkedIn financial services vertical. Bring your questions, and get ready to learn about social media in our industry and how we can best leverage LinkedIn tools.

There are only 25 seats available for this site visit, so please let us know if you’d like to register.

A coach bus will depart from the conference hotel at 7:30am and will return about noon. The LinkedIn headquarters are about an hour’s driving distance away from the Hyatt Regency San Francisco.

Conference Registration Desk

1:00 pm - 2:30 pm - Site Visit: Salesforce

Join your peers at #LLSMC 2015 to hear all about the Salesforce Customer Success Platform.  Salesforce makes their home right here in the Bay Area - and they are welcoming conference attendees over to their offices.  You'll be able to learn how leveraging new technology and best practices are allowing financial services companies to better connect to their customers.

Meet in the Conference Registration Desk at 12:45pm to walk across the street to Salesforce, or join the group in the Salesforce building at 1 Market Street, San Francisco. 

Conference Registration Desk

3:00 pm - 5:15 pm - Pre-Conference Session – Hack-a-thon

Gregory Bailey, Partner, Insure,VC

Conferences should be more than just learning and networking events. We want this conference to be a place to actually solve problems. Leading Silicon Valley companies use hack-a-thons as cross-functional brainstorming sessions to address contemporary and relevant issues. In our version of a hack-a-thon, this highly interactive session will afford you an opportunity to meet with industry peers to define industry problems and work toward common solutions. Maybe the next Facebook starts here!

Market Street Foyer

4:00 pm - 5:15 pm - Workshop

Joining the Twitter Backchannel: Tapping Into the Power of the Crowd

Betsy Hubbard, Founder, Chief Operating Officer, and President, Mindset Digital

Debra Jasper, Ph.D., Founder and Chief Executive Officer, Mindset Digital

Want to more fully engage in the conversations this week at #LLSMC? And take advantage of more advanced strategies for building connections on Twitter? In this interactive, hands-on session, you will explore how top financial organizations across the country are leveraging Twitter to market their brand, promote events, conduct research and stay informed in a real-time world.  The session will also cover:

  • How to engage in dynamic backchannel conversations and connections during live events
  • How to more effectively use mindcasting (and the difference between broadcasting and narrowcasting)
  • The top five Twitter mistakes to avoid and more

Grand Ballroom B

5:30 pm - 7:00 pm - Reception with Exhibitors

Thursday, August 20, 2015

6:00 am - Instagram Walk

Wake up, get moving, meet some people, and see some of what the area has to offer before breakfast is even served! We’ll meet in the lobby for a few quick tips about creating great images on Instagram, then head over to the Ferry Building and Embarcadero to check out and capture some sunrise photos by the water. Selfie stick optional. Follow @LIMRA_CRS for more details.

Conference Registration Desk

7:00 am - 5:00 pm - Registration Opens

7:00 am - 8:00 am - Continental Breakfast with Exhibitors

8:00 am - 9:00 am - General Session

Winning in the Choose Your Own Adventure Economy

We used to try to sell to everyone, but times have changed. Finding the specific people we can best serve now outweighs the intent to reach the masses, but that means we must build even deeper connections, and do more with them. How have technological shifts empowered more selective marketing, selective selling, and frictionless buying? What can you do to take advantage of these trends? What will your business do to breathe life and purpose into all these new digital technologies so that you’re building business and not just bleating into the void?

The social media websites you enjoy today are due in large part to social media pioneer Chris Brogan, ranked by Forbes in 2012 as the #1 "Social Media Power Influencer." Brogan is a true veteran of the social media revolution. In 1998, he created a blog back when the activity was still known as "journaling."  His current blog, chrisbrogan.com, ranks in the top five of the Advertising Age Power 150 and in Technorati's top ten. 

Chris Brogan - CEO, Owner Media Group

Grand Ballroom A

9:00 am - 9:30 am - General Session

Survival of the Fittest: The Rise of the Omni-channel Advisor

As consumer expectations change with each technology innovation, every financial services & insurance company today is struggling with determining the best channel to reach the social, mobile client.  Legacy channels seem inadequate while the rise of robo-advice firms, insurance comparison sites and direct-to-consumer offerings look to disrupt the industry. Will the "digitization of everything" mark the beginning of the end for traditional agency business?  Clara Shih, CEO & founder of Hearsay Social, will share her perspectives on potential outcomes and what financial services leaders and marketers must do to help advisors adapt, be more productive and thrive in a world where technology advancements and innovation are only accelerating.

Grand Ballroom A

9:30 am - 10:00 am - General Session

The Hire, Market, Sell solution for your Organization
Diane Guganig, Account Executive, LinkedIn Sales Solutions for Financial Services

This talk will give you a macro view of LinkedIn's offerings with some more detail on the new solution for Sales, LinkedIn Sales Navigator.  You will learn how other companies are leveraging HMS to improve their "image" to the 370 million+ members globally on LinkedIn.

Grand Ballroom A

10:00 am - 10:30 am - Networking Break with Exhibitors

10:30 am - 11:30 am: Concurrent Sessions

Jessie H. Gaudio, AINS, Director of MyPath, The Institutes

More than 80 insurance industry organizations including Allstate, State Farm and Liberty Mutual are working together towards a common goal to promote the insurance industry as a destination for career opportunities. This collaborative effort called MyPath, led by The Institutes, is utilizing social media to attract the next generation of employees to the insurance industry. Attendees in this session will learn how Social Media may be used to hire your next underwriter, agent or actuary.

Grand Ballroom B

Scott Campbell,  Executive Vice President, Chief Marketing Officer, American National Life
Paul Tyler, J.D., Senior Vice President, Strategy & Corporate Development, Fidelity & Guaranty Life

As Social Media leaders, Campbell and Tyler remain current on the emerging social media technology and tools. In addition to gaining insight into emerging social technologies, attendees in the session will gain insight into the opportunities and pitfalls of adopting emerging solutions. Should you get them while they’re hot? Attend this session to plot your course for success.

Grand Ballroom C


Abhay Rajaram, VP, Customer Success, Hearsay Social

Corina Roy, AVP of Digital & Customer Experience, MassMutual

In an industry built on relationships and trust, to maximize the value of social media, financial services firms must have a strong corporate presence on social, as well as a strong advisor presence across social media and other digital channels to reach local communities and the clients it serves. Join Corina Roy, Assistant Vice President, Digital & Customer Experience at MassMutual with Abhay Rajaram, Vice President of Global Customer Success, Hearsay Social to hear how MassMutual developed its social media program for its advisors, how it is driving higher adoption and advisor productivity on social, and where it's headed next.

Regency A


11:30 am - 12:15 pm - 3rd Annual Silver Bowl Awards Presentation

The annual #SilverBowlAwards recognize excellence, innovation, and achievement in the use of social media in the financial services industry. This event is the big reveal of the 2015 winners, which this year includes some brand new categories recognizing industry trends in social media. Come to this presentation to congratulate your peers and get an inside look into the winning campaigns.

Grand Ballroom A

12:15 pm - 1:15 pm - Lunch with Exhibitors

1:15 pm - 2:15 pm: Concurrent Sessions

Amanda M. Wilson, Senior Manager, Channel Strategy for Emerging Channels, RBC Life Insurance Company

Social selling is a fine art of finding in-market consumers reaching out for insurance advice.  Attracting clients to life insurance product purchasing without sneaking up behind them is a difficult task. Hear RBC Insurance's experience in facilitating a welcomed approach to social selling without being creepy!

Grand Ballroom A

Kimarie Matthews, Wells Fargo Virtual Channels

Customers active in social media are increasingly reaching out to companies for support and information through social channels.  They expect businesses to not only be listening, but responding in near real-time.  Wells Fargo has not only built a social care program to meet these next-generation customer expectations, from a social media command center to cross-departmental integration for care, but they are using social care as a platform to innovate on the next generation of customer service.  This session will give you insight in to how Wells Fargo looks at the customer journey in social media, how social media can be used to test and learn innovative approaches to service delivery and why a strong social care program is the backbone for brand success in social media.

Grand Ballroom B


Paul Tyler, J.D., Senior Vice President, Strategy & Corporate Development, Fidelity & Guaranty Life

Rob Knop, Assistant Vice President, Integrated Marketing Group, Pacific Life Insurance Company

Many in the financial services industry to date have focused their social media efforts on distribution systems that we refer to as “tied”, “career” and “captive” distribution systems. For many financial services manufacturing firms, independent distribution provides a much larger market opportunity than captive distribution. However, succeeding in social media in this channel requires a much different strategy. Attendees in this session will learn how social media content creation, distribution and metrics work in the independent channel.

Grand Ballroom C

Ian Walsh, CMO and Chief Marketing Maven, TrackMaven

The vast majority of social media content is failing to make an impact.  In this presentation, we will show that while marketers have gotten better at distributing content, the actual content they are producing is increasingly missing the mark. We will also highlight brands that are successfully using analytics to create content that cuts through the noise. Attend this session to learn:

- Why brand-generated content is earning such low engagement;

- The best ways to overhaul ineffective content strategies;

- How a few brands are getting the most ROI from their content with the least effort.

Regency A

2:15 pm - 2:30 pm - Networking Break

2:30 pm - 3:30 pm: Concurrent Session

Stephen Selby, CRCP, Assistant Vice President and Regulator Relations, LIMRA

As social media goes main stream in the financial services industry, many believe compliance issues are greatly behind us. In fact, some of the most sweeping changes might just be on the horizon! This session will provide perspective on current social media regulatory trends, and will then give participants an opportunity to join in a thought experiment to discuss what might happen next in our social future!

Grand Ballroom B

Aaron Brickman, Senior Associate, Social Media Marketing, New York Life;  Louis Cardello, Senior Associate, Social Media Marketing, New York Life;  Phyllis Tozzi, Corporate Vice President, Social Media Marketing, New York Life.

It's been said that you can't do today's job with yesterday's methods and be in business tomorrow.  As an industry leader with the largest distribution system in the U.S., New York Life will talk about the adoption of social media in their field force.  They'll explain how recruiting, training and even senior management interest had to change to allow social media to grow in the workplace. They'll look at some of their top agents who didn't understand how social media worked and the benefits it presented, and how it is now prominently displayed in their marketing plans.

Grand Ballroom C


Allan Gungormez, Financial Services Digital Strategist

Michael Fein, Vice President of Measurement and Insights, Edelman

While Gungormez is a relative newcomer to the financial services industry and brings significant social media expertise from outside of financial services, Fein works with organizations in a variety of industries in addition to financial services. In this session,  Gungormez and Fein will help you ask the right questions and get the corresponding answers to help you develop the appropriate level of sophistication in your social media strategy to enable you to get closer to the consumer and drive measurable value.

Grand Ballroom A

Craig Mitchell, Insights Vice President, Cision

Social listening should go beyond understanding what people say.  It should deliver real insights that show what your audience thinks and how they act.  Consumer conversations provide candid descriptions of an individual's thoughts and unfiltered opinions.  See why consumer actions shift and how to fit missing pieces into the marketing puzzle through social listening with an in-depth case study of the U.S. credit card industry's 2015 rollout of chip-based cards.


Regency A

3:30 pm - 4:00 pm - Networking Break with Exhibitors

4:00 pm - 5:00 pm - General Session

Social Media and How the Customer Journey Has Changed

Building relationships remain important in the customer journey from brand awareness to sales to customer service.   In the digital age, the question remains how do you develop and adjust the customer relationship?  Klososky will share his insight and help you learn how the customer journey has changed and will continue to evolve through social media and the digital age.   

Tech expert and author Scott Klososky is one of the most innovative, forward thinking technology and start-up pioneers of the information age. The former CEO of three successful tech start-up companies, and principal of Future Point of View, Klososky engages clients on a range of the technological issues of today, from IT support to social media technology. He focuses his efforts on helping organizations including Cisco, IBM, eBay, The Hartford, and Marriott understand the broad scope of today's important enterprise social technologies and how they can implement effective socially facilitated selling. He is the author of The Velocity Manifesto, Enterprise Social Technology, and Managing with Social Technology.

Scott Klososky - Technology, Business, and Start-Up Pioneer

Grand Ballroom A

5:30 pm - 6:30 pm - Reception

Attendees are invited to this informal reception in their casual attire to for refreshments and hors d'oeuvres before heading off to dinner or to explore San Francisco. You’ll be on your way in plenty of time to see the sunset at 7:56 pm!

Grand Ballroom Foyer

Friday, August 21, 2015

7:00 am - 8:00 am - Continental Breakfast with Exhibitors

8:00 am - 9:00 am - General Session

The New Realities: The Three Big Communications Shifts You Can’t Afford to Ignore

The challenge today is no longer getting your message out. There are more channels than ever: Snapchat, Instagram, Periscope – the list goes on. The real challenge for financial professionals is getting your message in – getting your hyper-distracted audience to take time to engage with you. So what works?

In this high-energy, highly visual session, you will learn the art of creating powerful messages and connections in a hyper-distracted digital age. The session will explore:

  • The latest visual storytelling techniques
  • How to tap into the power of LinkedIn, Instagram, Vine, Snapchat, and more
  • Practical steps for fully leveraging your own digital platforms
  • Not just what’s now but what’s next

Betsy Hubbard - Founder and President, Mindset Digital

Debra Jasper, Ph.D. - Founder and CEO, Mindset Digital

Grand Ballroom A

9:00 am - 9:30 am - Networking Break with Exhibitors

9:30 am - 10:15 am - General Session

Dominating the Conversation, Softly - How Challengers Enter the Cultural Conversation

In this case-study rich presentation Julian Aldridge, VP of Brand Evangelism and Activation at Charles Schwab, will talk about how Challenger Brands like Schwab truly engage human beings, by adhering to the Challenger methodology. Drawing lessons from two years of inspiring Schwab to rediscover and enact its Challenger heritage, Julian will illustrate Schwab’s challenger journey with examples from some of the most successful brands and campaigns of the past year or so – most of which have been huge social hits.

Julian will illustrate the talk with:

  • The seven challenger credos
  • Case stories from some of the world’s top brands
  • References to how Schwab enacted Challenger Strategy across multiple media formats

Julian will not:

  • Bore you with a bazillion statistics
  • Have more than 5 words per chart (generally!)
  • Use the phrase ‘paradigm shift’

Grand Ballroom A

10:15 am - 11:00 am - General Session

Silver Bowl Success: Learning from the Winners
Kyle Marie Woods, Marketing Manager, Advisor Marketing, Thrivent Financial
Nate Isaacson, Manager, Social Media - Agency Marketing, Guardian Life Insurance
Lauren Heerlein, Director, Digital Marketing & Creative Services, John Hancock
Moderator: Scott Campbell, Executive Vice President, Chief Marketing Officer, Multiple Line, American National 

The #SilverBowlAwards are given for excellence, innovation and achievement in the use of social media by financial services, and we can learn a lot by chatting with the winners.

In this interactive session with past #SilverBowlAwards winners, we’ll hear what worked, what didn’t, and what was learned along the way. Audience members will be a part of the conversation, live-tweeting questions for the panelists along with insights of their own.

Grand Ballroom A

11:00 am - Conference Adjourned