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Socialware

Socialware

For a regulated industry, how do you change social media activities from a compliance burden into an engine for customer acquisition and retention?

Financial services firms face unique regulatory barriers that restrict the use of social media tools for sales and marketing purposes.

Socialware had built a successful brand and 100+ customer base with “social middleware” compliance software, but the addressable market was limited based on “tactical” ROI perceptions.

Could we extend their initial foothold into a much more powerful value proposition tied to customer acquisition and retention?

The Acceleration Program

Market Alignment

  • Re-invented the company’s overall market strategy, based on an expanded suite of products
  • Surfaced and showcased deep vertical differentiators versus a broad landscape of “horizontal” competition
  • Shifted target buyer focus from IT and compliance resources to executive management of field sales and marketing

    • Product Design

  • Invented Voices, a unique social engagement solution optimized for heavily regulated Financial Services sectors
  • Enabled “tactical” social media compliance foothold to become strategic platform for outbound social sales and marketing initiatives
  • Usability testing with field agents to ensure ease of use and adoption

    • Marketing

  • Launched new Socialware Web site complete with new visual aesthetic, messaging and collateral content
  • Delivered next generation of sales and marketing collateral based on new products and expanded value proposition
  • Optimized site for seamless integration into customer acquisition systems and processes

    • Market Impact

    Created the recognized leader in Social Business Management solutions for the Financial Services Industry

    • 100 day sprint from new product conceptualization to multi-million dollar flagship customer – Morgan Stanley
    • Expanded Socialware’s total addressable market by >10x, based on expanded solution footprint and elevated value proposition
    • Now the de facto standard for social media sales and marketing initiatives in Financial Services sectors