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Discovery Interviews
What assumptions do we want to test?
What else do we want to learn?
Interview Introduction
Product/market fit questions
Product/market fit questions
Allison Dickenson
Amy Leonard
Seth Reeks
Peyton Mohrhusen
Stephanie Salmon
1
Institution
Annie Mac
Johnson Financial Group
Evolve Bank & Trust
Towne Bank Mortgage
2
User Interview
02/25/2022
3/28/2022
3/28/2022
3/28/2022
3
What is your role at your institution?
Social Media Manager
Digital Marketing Specialist
Digital Marketing Coordinator
Social Media and PR Specialist
4
What are your initial reactions to the feature we just described? Do you feel this would be beneficial? Why or why not?
Yes, it will automate their current process. Currently they run their own program. It starts with a survey through microsoft forms, they decide what type of content they want. This would give the user more responsibility and allow them to be more involved in selecting what content they want.
"Love this idea and think many of our users groups would be interested in this program - particularly for some of our sales leaders who aren't finding the time to post weekly."
Yes. Our LO's would appreciate not having to post themselves.
Personally, I think this would be beneficial so we wouldn't have to go through the process of requesting if people want it.
5
What does the term “Campaign” mean to you? Do you use the term “Campaign” to describe any of your marketing efforts?
A series of posts with a specific theme. Example pushing an event such as a pet friendly real estate event.
6
Do you find that your Advisors/LOs want to be involved in their social media posts or would they rather have someone post on their behalf? Why?
Pretty split. Some come on board and say they want absolutely nothing to do with social. For others it’s their #1 concern and they are very involved and serious about growing their presence. They’ll use what is published in CL in Denim as a skeleton and fill in their own info.
It's a mix. However, I think the majority of our MLOs/Advisors would appreciate the assistance in having someone post on their behalf. We have started to test this concept with LOB ambassadors for our Wealth and Mortgage groups. Although, we do have a few superusers who are a bit more active with the content library and creating personalized posts.
Most want it done for them.
its a solid mix of both. they want someone to post the mortgage/industry content on their behalf, but still want to have the authority to post what they want otherwise
7
Do you currently post on behalf of your advisors/LO’s? If so, how much time do you spend on this per week?
2 hours to schedule for the month. Uploads all of the corporate content into the library, finds outside sources such as upcontent. Starts scheduling and decides what goes in what tier. Some opt in mid month and she has to go back in and schedule the remaining posts for the month.
no
yes, Less than an hour. It's only one LO we post for.
no
8
How frequently would you like your advisors/LO’s to be posting to social media? How frequently do they post now?
No requirement. 3 times a week is a goal. Try not to post more than twice a day. Once a day if it’s a variety of different types of content.
"Ideally, at least 3-4 posts per week would be great as that is what we aim for on our brand pages."
"For our active users, probably 3-4 times per week. For less active users, more like 1-2."
3-5, 3-5
about 2-4 times per week
If I could have 100% of those actively using social media post and engage at least 2 times per week, that would be ideal
9
How do you currently solve [consistent posting to each SN on behalf of users]? Walk me through each step of the process. What problems do you most experience in this process?
(see row 27)
We post what we post to the mortgage pages.
10
Are you currently using Content Libraries in Denim Social? Why/How are you using it? Why not?
Pretty actively, entering new content throughout the week at least once a day. Launching products by state for cash offers - only available in new jersey. Playing around with private folders and allow only people in relevant branches to have access. Right now they organize content by month but they want to go back and organize by topic.
Yes
Yes
Yes
11
How has your overall experience been with content libraries? Do you find this feature useful? Do you have any frustrations with the feature?
LO’s want to edit a post and can’t. They aren’t opposed to allowing them to edit as long as it’s compliant. Content comes up that they already used and they can’t delete it if the admin has scheduled it.
Yes! Super helpful.
We appreciate how easy they make posting for the LO's and with new updates, they keep getting better.
I think so far it has been good! we are still learning how we want to do things, but its been useful
12
Have advisors/LOs been quick to adopt this feature? If not, what barriers have hindered them?
One person said they didn’t want to have posts scheduled on their behalf because they can’t edit them. Some want to add their own call to action, use their own hashtags.
"Sometimes, advisors like the content found in the library, but they still want to personalize the post/create their own lead-in. If there was a more intuitive way to do this through the content library, that would be great. "
Most have been quick. The ones who haven't don't understand how to use them even though they've been in on the trainings.
Work in progress. Implementation starts april 13
13
In the current environment, end-users need to manually schedule each posts from the Content Library. How is that working for you?
14
Do you often add time sensitive content to a library? If so, how do you currently remove access to content when it’s no longer relevant?
Yes - holidays, monthly recaps, awards. They don’t remove stuff, they label each folder by month and expect that no one will use content that is no longer relevant. Sometimes they do though...
This has been a challenge as it's hard to continually stay on top of removing old content. Yes, we do add time sensitive content - mainly our "homegrown posts" which have sponsorships, events, etc. and our wealth folder which holds economic/investment updates which are timely. Recently, we created an "Old" posts folder where we can move older posts from our other libraries. However, it's a time consuming process requiring a lot of scrolling and quite a few clicks, so we're only able to complete this on a quarterly basis, and often falls to the bottom of our priority list. It would be great to easily "archive" a post with the click of a button. Another idea would be to somehow color code posts that are time-sensitive or set an expiration date for when they would automatically be archived/no longer accessible to end users for posting.
no
not frequently. We haven't actually thought about that. I think it could be beneficial to have an option for an archival date on content added to folders.
15
Would it be beneficial to be able to create a library/campaign with content that comes preset with schedule dates and times? Why or why not?
Yes, it would take the work off their hands and they could always schedule additional content if they wanted to.
Yes, I think this would streamline posting for our end users and even our LOB ambassadors who are posting on some of our advisors' behalf.
I feel like we would still want to have some control of the dates with the other content we have
16
How do you feel about admins being able to auto-subscribe users to a campaign that automatically posts to their social networks?
Basically already doing that
I think this is a great idea.
Our users would not like that.
i like that
17
Do you use these content library filters: Approval group? Approved by? Created by?
No because they have a small team. The three people in marketing are the only people who upload the content so it doesn’t even have to be approved. They had to change user roles so other people couldn’t create content (some LOs were posting other LO’s branded content)
Approval Group
Created By
Created By
18
Have you used other platforms or tools that addressed your pain points in this area?
No
no
no
no, this is the first one and we are so excited
19
What are pros/cons of competitors' products?
20
Did you find Hearsay’s/Sprout’s/Hootsuite’s/Other’s Campaigns tool to be useful? Why or why not?
21
Which features did you find to be the most beneficial? Why?
22
Did you have any frustrations with the product?
Not really
23
24
Do you have any other thoughts you’d like to share with us?
No
"Not at this time - thank you! "
No. Keep doing what you're doing.
LinkedIn only allows for one photo !!!!!! I CANNOT POST TO INSTAGRAM. the size of the images are too large for denim to post on Instagram, but not for any other platform that I use. I don't like that I have to leave denim to post to social channels that aren't facebook
25
26
27
Background on publishing
Currently notifying LOs when posts are scheduled - is that something the LO requested? Do they want to know what is going to go out?
What made you decided to break the program into 3 tiers?
Previously, they didn't post on their users behalf they started the 'auto-post program' that LOs could sign up for if they wanted to be posted on behalf of them.
Cardinal Financial Company:
Stephanie and her team don't post for anyone. They just use the ext shared content libraries to load corporate content for their branches.
The branches use this content to post on behalf of their LOs.
Example: wolfpack institution - she posts on behalf of all of her users.
Cardinal has multiple institutions and use the external shared CL
This will be interesting because Stephanie would approve this feature for all their branches. They have requested the org approval for all the other branch/institution posts
28
There are no rows in this table
Review Conclusion
Key Takeaways from User Interviews
Pain Points:
Other Key Takeaways
Features Requested By Users
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