<ul> <li>Establishing an organizational structure that assigns compliance responsibility</li> <li>Strategies for incorporating compliance into everyday workflow</li> <li>Using technology to improve compliance efficiency and effectiveness</li> </ul> [toggle title="TRANSCRIPT"] <div class="transcript-scroll-box">00:00I'd like to introduce you to our next presenter Saloni then vija Saloni is the executive director of social media and marketing innovation at ally financial, where she oversees customer engagement, content, and perspective technology that keeps her team at the forefront of marketing. While it may not be obvious 00:21 solonius marketing position within the company 00:24 brings her into close contact with the legal and compliance division every day. before publishing allies, their social media posts, tweets or video Saloni must first consider the language timing and potential legal risks, all keeping the content engaging fun. It took time to figure out both processes and today Saloni will talk about some of those challenges and lessons learned while building a robust social media platform. Please don't forget to send any questions you may have through our mobile app. And with that, I'm going to hand the stage Let's all give her a warm welcome. 01:12 Hi everyone. 01:15 I'm responsible for social media at Li financial. And to be quite honest, when I was asked to do this, I was a tad hesitant because I thought, okay, I'm a marketer. I'm usually the person that annoys all the risk legal compliance people in my company, but I was assured that the content would be relevant and I find myself a little bit about my background. I started my career Actually, I was born out of the automotive industry. I spent about 12 years at General Motors, managing marketing largely for the GM credit card and then also in the car on the road for vehicle marketing. From there I went to ally financial Ontario for probably about 11 years and have done a variety of things. They're starting. And Sarah did some stuff with our launch when we rebranded from jmac to ally. And the last, I guess, four or five years have been running on social media for allies. So that's a bit of my background. And I know it seems difficult for me to have had all that experience because I'm clearly only 24. But trust me, it's true, I assure you. So what I'm going to walk you through is kind of 02:29 the approach we took 02:30 at what I as Bianca mentioned, it is a journey. And I'll kind of walk you through a level set first of the social media landscape because I think it's really important to consider that. I do a lot of setting these presentations because I think it really sets the stage for why you can't ignore social, why it's so big, why it's important for it to be a part of any strategy for an auto phi group. Credit unit. Big lender, whatever it might be, you just can't ignore. So I'll kind of go through a level set. There are some steps in there, but I'll try to keep it interesting for you. And then I'll dive into our journey and some of the things that I think are important as far as consideration, and how we balanced that risk, and how we look at compliance and legal as an integral part of our business here. So as far as the current landscape, this is what I think is a typical scene, dinner table and restaurant. People are on their mobile devices all the time. As of right now, I think, middle of 2019. The stats are that people spend an average of three hours and 38 minutes a day on their mobile devices, if everywhere. By the end of this year, it is believed that use of mobile devices will actually surpass television as the preferred medium. And that that's really big because it means it's where consumers are spending their time. Not only are they consuming social content, and we'll talk about what portion of that Social, they're also engaging with brands, they're filing complaints with service providers. And they're not happy with whether it's their cable company or their lender. They are consuming their TV shows. We've seen a lot of shows on Facebook watch. We know that YouTube channels are a huge moneymaker for content creators right now. And people are consuming that on their mobile devices. So the average consumer today is is barded by messages. And it really is at a point where as a brand you have to think about how do I grab the attention of that customer. So now we're talking a little bit on the advertising side. But also knowing that all these things are out there, consumers are going to use it to talk to you as a brand to ask you questions to complain about alone. And we'll talk a little bit about the types of consumer responses as well. But overall, consumers are spending more than 12 hours a day. Making various kinds of video. Now that is, that's not just a problem that's television that's entertaining to see on the computer, it's streaming on the tablet, and even all kinds of media 12 hours a day more than two hours. And just in social media, most of that was three and a half hours a day, persons exposed up to 10,000 brand messages a day. I checked this statistic actually in a few different places, because I honestly didn't believe that when I first saw it. So think about walking down this hallway, all the brand messages that you just were served up. It could be on a folder, it could be on a scientific pencil, it could be anywhere else. This is not social, but it just tells you how crowded the market is. And then the average attention span of consumer is eight seconds which is actually lower than that of a goldfish. So with all of this happening, you have to think about if you're creating content if you're trying to sell a vehicle if you are trying to sell financial Services products as we do it by, how do you kind of break through that, and then how you do it in a compliant way. While all this is happening, the average consumer actually trust people more than brands, which is where a lot of social media for comes in 92% of people will trust recommendations from people they know. And 70% will trust a recommendation from someone they don't need to know. So if we pause on that for a moment, and let's just think about a dealer's Facebook page. And let's say a consumer goes on that page and close something. 06:34 A prospect coming to that page is going to trust that person's word. Even if they don't know them, more than they will trust that or the brand or the dealer themselves. So that's really important as we think about how to manage content on social media, and why you can't afford to ignore it. Fewer than 50% of people watch and trust brands. And then as far as the consumers angle on service. That's another place where socialists really important. I know for myself, if I want to complain about something, I often go to Twitter. I don't want to call up an 800 number. We don't phone, talk to someone, I'd rather do it right from where I'm sitting, whatever I'm doing that has changed things. For lenders, like often financial service providers. consumers expect answers very, very quickly. 42% of customers expect a response in 60 minutes, and then a third above expected responses and 30 minutes. That's tough, because I will tell you as we look back at our journey, I now have a team of people that monitor evenings and weekends. We didn't always have that. So if someone asked us a question or had a complaint at 620 on a Friday, they were often waiting till 930 on Monday morning, which just isn't acceptable. So that's another thing to keep in mind is consumer expectations. So media use is increasing. And it's becoming more and more part of everyone's daily life. The expectation is also going up with how fast somebody that is present on social response. So it's not just enough to have a Facebook page, or have a Twitter account or have Instagram, as a company. It's also important to maintain it and make sure you're talking to your customers when they talk to you. And then this is a stat I've kind of found interesting 85% of officer interactions will be handled without the need of a human by 2020 which, obviously is next year. That's amazing. And that is really the rise of the chat bots. As you see these automated responses kind of coming out. If you're on Facebook Messenger and you send a message to a particular brand, you might do automated response that has a business intelligence engine kind of built into it. And that allows that customer to get instant response. By no means is it table stakes right now, especially if you're on the smaller side. a lender. I don't think it makes sense to necessarily do that. But just from a landscape standpoint, I think it's an important statistic. 09:07 So, I think you're gonna get all these slides as 09:10 takeaways, I won't harp on the detailed charts, the only thing I will point out is if you look at the one in the upper right, the time spent on social media, you kind of see it climbing over the years. And then the little bar chart under it, that first section, that bluish, greenish color is social media. The one next to that is online TV, that orange one and streaming streaming and Now which one so all the streaming services, whether it's Hulu, Roku, whatever it is a consumer they're using are in that one, that first bar 33% is actually through social media, so you can't ignore it really. So what does this mean for brands and you know, if you are looking to advertise on social, how do you break through all of that I mentioned the eight second attention span so if you are looking to promote a product service in this industry, how do you even get anyone to pay attention to it. And by focusing on these kinds of things that you're building content for mobile, people personalized, I talked about the thumbs up. And if you think about how you scroll, right, and social media marketing to talk about his activities without stopping, someone got to stop on that and look at it. So as you're building content, think about everything everyone's seeing in their feed, think about how they're gonna get on mobile and get their attention. And then the customer service, it really does need to be timely and helpful. And it really has to be secure. We'll talk about that as well, because we get people who share all kinds of personal information on our public Facebook page. it's astounding. So there is a way to kind of gracefully take that discussion offline and remove that personal information. The right side of the slide is one of my absolute favorite graphics. I'm not gonna read everything on it. So the one set of notes, I did bring It's hard for me to remember that I read it without my glasses. So this is what happens in an internet minute. So every minute I'm gonna read you a list of things and it's fascinating every minute. 1 million Facebook logins 18 point 1 million Tech's 4.5 million YouTube views 2.1 million snaps created say which will about Snapchat going up or down as far as users 2.1 million snaps are created every single minute. Definitely so extremely popular. 41 point 6 million messages are sent out. That's not the text messages. This is through Facebook Messenger WhatsApp, some of the other messaging services are really on the up and up 1 million views on Twitch if you haven't looked into twitch yet, and ultimately what it is, take a look at it. It's really gaining popularity, and my personal favorite statistic 1.4 million swipes on Tinder every minute of every day. direction I honestly don't know on the writer a lot of things so you don't have to tell me. So where are people spending their time? Which platforms Facebook and Instagram are still at the head of where content is it for this room would be most relevant. YouTube is way up there with Facebook can't ignore it from a content standpoint for our industry here I would say Facebook and definitely the most relevant and they continue to be the most widely used YouTube and Facebook, Instagram and Snapchat are still very popular for a bit of the the younger crowd. However, I was telling you that Instagram if you look at the age grouping, it is increasing yearly, kind of like Facebook started with some of the younger folks and now a lot of the younger people are on some of these other platforms like Snapchat and Facebook has seen growth in the age population. The same thing is sort of happening with 12:58 the majority of Facebook, Instagram and Snapchat Users are actually visiting the platform daily. They are actively logging on using it as a part of their life, which again means they're viewing brands they're interacting with brands are expecting customer service. So this is a very heavy side again, you're you're going to have this as a takeaway. But, you know, I sometimes get asked, so I put this in here, I sometimes get asked, What do you mean social media? Like, isn't that just Facebook. And so I like to have this as an informative slide. Like when I say social media and stuff, talking to you all about today, these are all the platforms that I'm referring to. And if you look at the size of them, you'll see that they're things vary, but the purpose is really different. So an ally, our team is responsible for all of these across the entire enterprise. And we are responsible for the pay in organic content. So stuff we're creating and just it's shared with fans and followers, and then stuff that we put out publicly that we complete. dollars behind it kind of pushed out, as I'll call it an advertisement. We're responsible for all that across these. But just to highlight a few things Facebook, the primary purpose is still to share and connect. It is by far the largest platform out there 200 and 6 million unique monthly users. Those are people that are logging in on a regular basis. So if you're looking at where do I get started, if you don't have a social media presence, that's a good start. I would always say start with Facebook is by far the furthest reaching platform that is out there. And it doesn't take a lot to get on Instagram, it's still good for visual storytelling. But it's got a new fit with the branch. We actually had ally just launched our Instagram presence. And it took us a long time and we would have these partnerships with universities and the students would come in and do an assessment of our marketing and one of the first things that comes up is Kelly doesn't have Instagram. And I always said there's a reason we don't have it because we'd like to do things in a way and I don't just want to But pictures of CDs and wealth management tools and our dealer relationship management might be a good fit for us. And we actually just launched our Instagram channel formally. A couple of months ago, we've been advertising on Instagram for a while, but we just launched our organic presence. So Instagram is one where I say, you know, it's gotta be a fit. It's gotta make sense for you. If you're looking as far as where to start, or where to really focus efforts and investment in Facebook and still want to focus on and then a couple of the other ones on here. Twitter customers use Twitter often for complaints. They use it to look for information like outages. If we have a planned outage, for example, we've got some website maintenance Twitter's offer, we will initially post the fact that we're going to have some downtime, because that's typically where people tend to go for that type of information. And I think the other ones are probably pretty familiar, but during the q&a session, if anyone has questions I can definitely ask So the challenge of engaging, so all this stuff that I've said since Okay, do it, you can't afford to not use social media time is how people are gonna reach out to for help. Questions, what have you. But there is a challenge there because 51% of consumers say they would follow any brands and you're with them on social, you often get one chance to adapt. And if you annoy them, you're done. 70% of our brand because they were embarrassed or friends would associate them with the brand. You kind of poke around with your friends at all and things like that. A lot of people are conscious of that. And this one is important because when I talk about what spaces to monitor, I think you'll see that there might be a couple on there that you didn't think of are certainly worked for me when we recently expanded our monitoring efforts. 96% of people who discuss brands online don't necessarily follow those brands, open channels. They're talking about the brand the company in a different form. They're not drinking on their Facebook page. Doing it on Reddit, or doing it on nerd wallets and doing it on wallethub or doing it in other places. So our approach, 17:09 we have a social calendar, we caught our editorial calendar. And it's a mix of these these six buckets. And I don't know that if you're looking to beef up social presence that you have to do all of these, I think it's an example of what you could do and what's a fit for your brand. I think it's different for you know, if you're a dealership, it might be different than if you're a small lender versus a big lender. I think it changes but we have a mix of product content, where we talk about the products and services that we offer. We have a blog. The one thing about a blog, I've seen a lot of especially smaller companies get excited about a blog, create some content, really cool content, and then they kind of have banter. So with the blog, I would say part of the challenges keep making sure that it's updated regularly, because you don't want to ever have something that abandoned on brand campaigns. That's like more higher level just about the brand itself and not pushing a particular product just kind of telling people what the brand is about. And Li we're always looking to increase our brand awareness. You know, we haven't as a brand been around for 50 years. So it's important for us to really further the narrative of our brand. We just celebrated our time here as a brand. Yesterday, actually. So we're still looking to increase awareness there and can you help us do that contextually relevant content? That's a fact check filter for national storage day. And we decided, let's take national splurge day and make it about savings about splurging on yourself version and you're saving. So where there are opportunities from a calendar standpoint to do something fun. That's a neat way to engage consumers, sponsorships and events. If you do play in that space, socials a great way to amplify that. And we try to do that a lot for our content, disrupt your campaigns. That's something that we use that term internally, but it's a large campaign meant to happen. There's a very strong message behind it that isn't focused on selling the product, it's really more tied to the brand. So community management, we strive to answer 100% of the comments on channels that need a response. And when I say that need a response, we don't respond to spam. If somebody's swearing at us, we typically don't respond to it. And this is an important one because I think a few years ago, it was acceptable if a customer posted something on one of your social channels that maybe was acceptable to not answer everyone. That's really not the case anymore. So this is something that I really feel strongly about I feel is the best practice, respond to each and every comment, positive or negative. Because if you think back to the beginning of the presentation, when we talked about consumers, trusting other people, even strangers more than trusting brands, they're looking at all those comments. And think about it if you engage with the brand and you have something to say They don't get back to you. It's a very negative experience as a customer. So this is something that we strive to do. We are extremely close to 100%. We're not perfect, but we're pretty close to getting the 5% number now. And we've had to step up accordingly. These are all the social media channels that we run an ally. And the reason I shared this with you is that it's not uncommon to have a bit of like a hub and spoke sort of approach. You might have your main channels, where you've got Facebook, and you've got something for Instagram, but you might also manage Snapchat, etc. 20:34 Our main monster on the left there, we 20:36 also have our ally racing channels for our sponsorship of Jimmy Johnson. Which by the way, is a great story at some point if we have time for q&a because we actually have a staff member who live tweets now which would have been unheard of a few years ago with our compliance partners because there is no review of every post. It literally tracks that like to be as we've got every Some channels, we've got some inactive ones that we hold on to just so that they don't get overtaken. And then we have clearly as well. So this is kind of all the stuff that we manage outline. If you're starting to get into business, okay, where should I be monitoring and responding? Again, this is if you're looking to, you know, manage risks within your company and see what consumers are saying and see if there are any red flags. And if anyone has an experience that they're talking about, that could potentially be an issue. It's not enough to just watch your own channels for it. So you definitely start their own social media channels. If you've got Facebook, you've got Twitter, definitely start there. Any blogs or community house if you've got a blog that allows comments, sometimes people will engage with you and talk about issues they might have in the blog environment. I don't know why, but we see it happen. Mobile app reviews, this is something that I think a lot of brands and companies don't always think about our team actually images because aspect of the reviews. So if you go to a Google Play, or the App Store, you'll see that you have an opportunity. Consumers can write comments about your app. So if it's an app comment when you take it, and we pass it, our development team, but we always respond to that person, because again, it's somebody responding to you through their mobile devices. They don't really do any ads not technically social media slash Facebook is within the social environment. they've submitted feedback. So we do have somebody who sort of monitors that financial forums and reduce size. This is what I think in our space we sometimes forget about. We didn't always do this, probably about six to eight months ago is when we started monitoring besides deposit accounts, wallethub, etc. Right? It is a goldmine if you're not managing. If you're not monitoring, excuse me communications on Reddit, about your company or your brand, you definitely should, especially if you're a larger company, because there's a ton of valuable discussion. When we've launched, promotions or offers for our deposit products, there's lots of discussion out there about our terms and conditions and how to interpret them and how to game it. And what does it mean? And how can you actually get more out of it. It's really a wealth of information. So I definitely encourage you, if you're not looking at even if it's relevant for your space to keep an eye on those forums as well. And then it's always good. You know, if you're a dealership, let's say, looking at places like Google business, see what reviews are out there about you? People are going to Google that, you know, we used to have consumers go to four or five years before they bought a car. Now, I think often, you know, when you do the research online to show that the dealership is going to want that they're going to make a decision on what direction to go to buy now these reviews that they probably looked at. So don't forget about some of the other ones that are probably on the fringe there. So going a little bit into our evolution of responses. So right about the time, I think for social media for ally, we literally had an Excel spreadsheet, it was 2014, an Excel spreadsheet. And we would send it to our legal risk and compliance people two times a day at 10am and 3pm, we would have a column that had a customer inquiry, a column ad, our composer spouse, and then our legal compliance partners with and rescue, take turns wordsmithing, correcting, updating, and then a couple hours later, we would get back the Excel spreadsheet, and we had to post what they had come back with. That's where we started five years ago. As the volume increased, it was not practical to continue doing that anymore. So 2015 2016 we got to the time of spread fast. I'm not here to endorse any particular campaign management tool or social management tool, but we do use a tool called sprinkler now and like I said at the time, and we would put those responses in there. But again, every single one. Now it's from a toolset an Excel spreadsheet, but it was only checked twice a day. It was all management, there was a benefit. It wasn't like this giant database of Excel spreadsheets, it was in a tool that was specifically invented and created to have this kind of concept house that allows us from an audit perspective to have documentation of exactly what our partners told us to do. What we need to watch out for more terms, we should or should not be saying it was all housed in this awesome tool. But anytime you go back to what we started with everyone who then in 2000, the entity doesn't 16 we made it huge. And we created what we call our we internally call our guardrails document to a set of guidelines. And we got to a point where 80% of responses could be published without going through the whole risk of compliance. The way we did that is we created a bunch of categories, a bunch of sample increase from customers, and then a bunch of sample responses and what we agreed to with our partners as long as the spirit of the response stayed within these particular boundaries that were identified, we were good to post anytime of the day, without their approval. We could say things like, Hi, salami in the beginning. We could wordsmith little things here and there. But the substance of the response had to be true to what we had agreed to. took a long time to get there. months, I would say, but by that time, we had really establish a good partnership. And that's another thing is for us. We really had to work hard at that relationship with our partners. We know that our legal risk and compliance folks are there to keep us out of trouble. They're there to make sure we're saying the right thing. If you put something out on that Facebook page, it is out there. It can be used. If you're quoting a rate you have to consider like this, Renzi applied to DirecTV, like all these regulations, you can't just advertise just because it's Facebook. It's an app. And so we had to work with them to Really get to a good places of trust. And what we did for the first two months is every week, we would sit with them and review everything we had posted to say, Okay, let's make sure you're comfortable that we are upholding our end of the bargain here. Is this what you thought we would be posting and responsive? Do we push the boundary too far anything? And if we did, they told us it was rare. So a couple of tweaks here and there. Now, we are at a point where 95% of our responses are published without requiring additional approvals that gargoyles document has sort of expanded. And as a result, we are able to post morning pops through 11pm at night because we've got that 27:41 community manager we now have, and we are much more responsive to consumer inquiries. We're not robotic, we sound more. It just makes a lot more sense. So as far as you know, if you want to take away something from this and say, How can I kind of get there? I would say create a little toolkit for yourself. Have a set of response guides Have some pre approved responses, the guidelines are really important, that's going to take the longest. But if you can get to that place with your risk and compliance folks, and if you're from risking compliance, this is something that maybe you can work with your social media team or your marketing team on just make the brand a lot more effective. And allow that permission to really be placed in that guidance to be placed in that document. And then kind of tweak it as it goes. We do have a document and approval process. And we do have a tool like I mentioned in the US sprinkler, so all of our posts, and creative any responses, any legal compliance risk events, all image stored within that tool. And then these are some of the things we sort of consider in our response guidelines. So this is something if again, if you're on the risk or compliance side of the business and you're giving advice to someone in social media like myself, or vice versa, these are kind of some of the things we work together on tone of voice That's something we have to consider what is our social tone of voice robotic and still kind of sound like our brand? What is the brand philosophy? This is something we have to consider. And believe it or not, it was a discussion with our partners like, Are we allowed to use a smiley face? Like, can we use sarcasm? Like what are the rules around that stuff? And that's a very frank discussions we had to have as well. The customer servicing requirements, all PII data requirements, we really worked with our compliance partners on the web to take the discussion offline. And then what are the words or phrases to use that was dictated to us by our partners, but there are certain things we cannot say social media, because it's a trigger term. And we have to make sure that we say things like guaranteed, you know, we can't use that social media. And then the response approval process. I kind of walk through this and I think in the interest of time I'll cover a little bit fast, basically saves a response within guidelines. Any ad hoc responses are documented, they're all documented in our tool. And then what happens is those additional ad hoc responses now get added to that make that master guardrails document. So that is constantly growing. So the amount of time we have to go to our legal risk and compliance folks is shrinking, because we've not got permission for a broader sort of space. And then as far as mitigating risk and customer escalations, you know, we do have to escalate concerns to the service team. And we have a process for doing that we identify when it requires escalation. Is it somebody that's saying they were defrauded? Is that someone that was saying they were tricked into making some kind of payment, their payment was mis applied. We didn't send them their title after they paid off their contract. We have certain things that we will look for. And when it fits one of those spaces, we go ahead and we escalate it to our response team. We then asked them to messages private, asking them not to send them information. publicly on social platforms, we then take that private information, we have a manual process that we are not integrated as far as our social handles and Salesforce, they don't talk to me and ally. So we have a manual process that connects those two, we pass that information on to our Salesforce team, there's a private contacted me with a customer to sort of resolve the issue. So we might get, for example, if you look at the top left the initial post from the customer, somebody complaining that her husband was not able to sell his car, what kind of online bank was appropriate their customers to make a payoff easy. That was a complaint we got. So we publicly said We apologize for any inconvenience you please send us a private message with the following information. Number three, she followed up this one and number three is not public. Now it's in our private box. Here's the information. I've obviously redacted a 31:49 little bit. And then 31:50 number four, read and followed up and said thank you can we pass this information on? There's a little nuance here that I think is a good practice. You'll see that Number two, see a little carrot and am. We always initial like anytime someone from my team responds to a customer, we put their initials we do feel like it makes for a more personal touch. And when larger becoming an impersonal process, and then crisis situations, this is something that we hope never happens, but it does. There are things that can happen with weather issues, hackers, data breaches, I'm going to look at what's going on right now. I think any company, you know, has to think through this. So however big or small, I think a crisis plan is a good thing to sort of have in place. So we have a crisis team. We have social team members risk compliance, someone from the brand team, and it's just a team that comes together if there's an issue of some kind, and we have a playbook. Here's what we do here are sample responses. If there's an outage, for example, people can't get through our call center. We have clothes ready to go that have already been approved by our partners, and we've got are able to put without any delay. This has been 33:05 keeping track of 33:06 metrics. So this is something I think is sometimes overlooked. But I think pretty important. If we have an issue, whether it's reputational issue, whether it's outage, social is often the first place that we hear about it. So when we see a spike in mentions, we get an alert, where the mentions are more than they should be. We look at the nature of it. And we then send out information to our risk compliance partners and our risk folks hold us to that. So I have somebody on my risk partnership team that says, hey, your social sentiment dipped below 75. That's a brand risk. what's what's going on? So our risk team has actually worked with us to establish thresholds to measure brain and reputational risks. So sentiment, what are the key words What are mentioned volume and then response was just make sure that we're sort of staff accordingly. So first off, I just want to say amazing presentation, and last chance for the audience to submit any questions through the app. But we already have a ton in here. So I'm going to try to remember this. And we'll get we'll see how many. Okay, so first question 34:33 here is 34:34 what finally made you decide to launch an Instagram account after initially pushing back on it? What was the Yeah, so it was a missed opportunity? Actually, that's a great question. Thank you for that. So, for us, we wanted to do it. We felt like it's a way to connect with customers. It 34:51 was a little weird because we 34:52 were advertising on Instagram. But yeah, we did have a profile and we have one just click the handle but there was no content on it. So For us to be an effective advertiser on Instagram, we needed to have a presence. 35:04 The other reason why 35:06 better a lot of consumers are spending time if you look at the different platforms, we saw that some of them are plateauing. Instagram is still actually going up a little bit. And while it started with 18 to 24, it's now increasing. And you see that the age range is broadening. So we were missing a huge base of potential customers by not advertising on Instagram. So it just took us about forgot how to do it. And now we find that we would like what we did that we've been launched with launching the very alowing, as I say, just a different way. And how large of a team is necessary for allies to manage social media efforts and respond to all the comments. I know you said you have a lot on Twitter. Yeah. Someone who's on overnight duty and how big is your team and how is 35:50 that all we have? I have 14 35:53 people that are dedicated to social media. 35:56 But when I took it over a few years ago, Have great. So I think it depends like, I feel like when I tell people that there's no way we can unfortunately go on social media, our company would never approve a budget that made for social media. It took time to get there. And I think even if it's 36:13 a couple people depending on the 36:14 work you're doing, and then expanding it from there, we had the needs like we started investing more money, in pain, social, whereas a lot of it before was more like television, radio print, the whole industry and most industries have seen a shift away from just those traditional forms of media and broadcast television and to social advertising. So you need somebody to manage our metrics. You need 36:36 somebody to manage all of our paid media for 36:38 social so our needs kind of grew. So right now it's 14, but it certainly wasn't that wasn't years ago. Okay. And as 36:45 you grow your Instagram channel, do you see that? 36:47 That number growing? No, 36:49 I don't I 36:50 don't know that it would just be for Instagram. I think it would depend on if we see use of other channels like for example, we are starting to see politic in our Facebook Messenger inquiries. So do we need somebody to manage that more? Now on the flip side, if we start relying on chat apps, you don't have a social chat bot right now, if we do develop one that may potentially reduce the burden on the social media team for responding. And from a community management standpoint, those 14 37:18 people just start by or not all community managers or people that 37:21 manage our ongoing campaigns, that slideshow with the six buckets of content of 37:25 blog content, the rain, 37:26 content, all of that they do all of that certainly don't need, you know, that they're not doing all that. 37:33 And so how much pressure do you get 37:35 from the higher ups 37:36 to produce accurate, beautiful ROI from ROI versus less measurable brand building and customer? Yeah, it's a lot of pressure. So we're, if that's another good question. So it is a bit of a challenge because if you have something that you can directly attribute to a sale, it's much easier to have that discussion for funding and something they You're not necessarily sure. Last click attribution, which is what a lot of companies utilize. And we utilize some of it is, for example, a very conservative measure. So if you are saying that someone, in my case, let's say open a CD, because they saw an Instagram ad and clicked on it and opening in that same session, a little unrealistic. So it is a bit of a challenge. And there 38:23 is a lot of pressure on one of the ways 38:25 that we really look at the success of social is through brand lift studies. So we work with Facebook, we work with Twitter even work with Snapchat on like a before and after comparison and brand awareness. And those are hard metrics that you can't really ignore or dispute. Because if you see an awareness number go from here to here, and it's a sample set that's taken from people that saw and didn't see your campaign. That's difficult to articulate. So random studies are a great way to do that. Last click attribution can be done but it's a little conservative. But yeah, there definitely is pressure to show 38:59 Because it's 39:00 a lot of money to spend on it. 39:04 So what are some common compliance issues or maybe the most common compliance issue auto lenders need to be aware of when participating on social media? I think that probably has to do more with, like the advertising space with with longer. So I think the most important thing to keep in mind is if you are going to engage on social advertising a brand or product is not really any different than advertising in print. And I think that's one of the biggest things. So we view that with the same level of scrutiny as we do a television campaign, even though you say well, it's just an Instagram it's like a one by one. You know, you've still got disclosure do so that trigger term, you still have to have things one click away. So it's really a matter of making sure you know that there are special rules for social media, you can get away with all the typical compliance rules to apply And so as allies Director of Marketing innovation, I got to ask you, what is the exact social media campaign or opportunity you are 40:10 looking to pilot or test? 40:13 For? And if I don't 40:15 know, I mean, we're always looking to do things 40:19 differently. You know, 40:20 if, if you look at how 40:22 we even how we launch Instagram accounts, or what we did last Thanksgiving with our base flipping campaign, which ran on social, like we're running a lot of these campaigns sort of social, we just like to do things differently. So I think you will see some things that are heavily embedded in social and launched exclusively in social from us and our goal is to always get people to know about our brand, get people to sort of think about their money in a different way. You know, we have a lot of b2b relationships too. I mean, ally has about 18,000 dealers across the United States. So not everything we do is focused on We consumers, a lot of what we do is focused on our dealers as well as do some fun stuff there. Okay, can't wait. So do you ever post content from ally to offset negative content posted by an unhappy consumer? No, we 41:14 don't we don't do that. That isn't that is a strategy where 41:17 if you 41:17 see a negative comment, you post some stuff and hopefully sort of push that down. When you do that, that's often visible, and that person will either retweet or repost, get friends to post and often kind of backfires. And I'll call you out, like, Hey, you keep posting random stuff. I usually post twice a week on Facebook romantically I shouldn't post four times and keep trying to push my posts down. So we don't do that is a strategy, I suppose it it can work. But what we've found is where there's that negative post, to really try to address it. One thing we don't do is address things over and over again. So we have someone spamming our account and literally posting the same thing. We will post one response to that person. And sometimes we do get really angry people that come bardos. But we don't respond to that multiple times. Okay. And so I noticed that that you're at a point now or sorry, a couple years ago, you were at a point where about 80% of your messages could just responded, just looking at 42:20 the guidelines that you had set in place. 42:22 So how do you avoid sounding scripted? And 42:25 your responses to similar customer comments? 42:27 Yeah, um, you know, this is an area where I think I mentioned we 42:31 don't do everything perfect. I think we can, we probably have something 42:33 to improve here. 42:34 We work really hard to not sound robotic. Sometimes what happens if somebody is complaining that it takes a week to get their title after they pay off their contract? We can only say, you know, we're sorry. That's our normal processing time. And don't forget to check our document, but we can only say that in so many different ways. So there are times when we try to massage it a little bit, we always try to personalize 43:04 it to say, you know, 43:07 you know, sorry that this frustrates you Unfortunately, this is our normal process, we hope to have it to you as soon as possible. If you don't receive it by Tuesday, please, you know, 43:15 reach out or something. 43:17 And then if I post sorry, if I post that same thing, I probably get a similar response. So I think it depends on the nature, we try our best to tweak it. But again, going back to that articles document, we do have some specific phrases that we sort of have to keep in tact. 43:32 Are there any comments you delete? And what would 43:35 you know the Well, the only comments we delete or if somebody puts PII in the post, 43:41 and that affects our policy. So someone swears 43:44 at us, we don't delete it. We don't respond to it, but we don't delete it. If they're posting, you know, hateful things to us and 43:51 we don't delete this. 43:52 The only thing we will delete is if someone posted account number or phone number, email, address, something like that, and verify Don't get it but we will let them know that that is why </div> [/toggle]
