Latest / Mortgage Marketing Radio / Ep #22: How to Get Compliant With Social Media

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Ep #22: How to Get Compliant With Social Media · Mortgage Marketing Radio

• 0:00
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• 1:17
  Hey listeners, Jeff Zimper, welcome to another episode of mortgage marketing radio.
• 1:41
  Have I told you lately that I appreciate you?
• 1:44
  I really do.
• 1:45
  I know you're busy, you've got a lot of stuff coming ashtray and if you're taking time
• 1:48
  from your busy day to listen to this, however you're doing it, I'm in your ears, I'm grateful
• 1:54
  for that opportunity.
• 1:55
  I hope you're getting value from these podcasts.
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  Let us know, right?
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  Go over to iTunes, subscribe, leave us a rating, I would be greatly appreciative of that.
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  And then reach out to me on our social media page and let me know that you did leave that
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  rating.
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  That's for you for being here.
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  Okay.
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  So this week, I've got a very special guest and a platform and a software that was new
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  to me and it's called Gremlin Social and it deals with the ongoing discussion and issue
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  around social media and compliance.
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  Hmm.
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  I don't know if you've ever gotten pushback or resistance from your organization about being
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  on social media, what you say, what you post, what you do, they're watching you, right?
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  So my special guest today, Ryan Bell is the chairman, chief product officer and chief
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  technology officer for now, don't let that scare you.
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  This is a great conversation, right?
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  We don't go crazy technical.
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  This is really about a business aspects of compliant social media in the mortgage industry.
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  As a matter of fact, the Gremlin social product has been so well received that they are
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  actually, they've received an endorsement by the American bankers association.
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  So let me take a moment real quickly and kind of unpack this episode for you to share with
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  you a little bit about what we're going to talk about in leveraging Gremlin social to
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  empower or equip you to be engaged on social media and do it in a compliant way.
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  Now if you're just a lone officer of this thing to this, you may want to share this podcast
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  with somebody in your organization, either in your compliance department, your marketing
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  department, VP of production, whoever you think is the appropriate person, that if there
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  are some constraints around you on social media for your organization, consider sharing
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  this with them because Gremlin social has got the solution for the mortgage industry that
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  will allow you to be compliant in your social media sharing.
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  So what a couple of highlights of what Gremlin can do for you.
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  Think about the various tools that exist out there right now that allow you to schedule
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  your posts to evaluate the type of engagement you're getting across the various social networks
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  to monitor your brand and so forth and so on. These are some of the things that Gremlin actually
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  can do in a compliant manner. And even more than that, here's a really cool advantage.
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  You can have an existing library of resources that are pre-approved by compliance
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  that are ready to share across the social networks. So imagine that you don't have to get
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  stuff approved by corporate before you send it out or whatnot. The way Gremlin works with your
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  organization is to integrate tightly so that you're set up and free, ready to just share based
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  down the preferences and rules that your organization puts in place. So all kinds of different things
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  that Gremlin can do from assigning different messaging to different group types to doing some
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  bulk uploads of posts to coordinating your social media activity across the networks and scheduling
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  it in advance, measuring the analytics, the type of engagement that you're going to be getting.
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  And most importantly, if I hadn't said it enough, the compliance issue so that you don't have
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  to be worried about that. So the number one thing that Gremlin is focused on is tools to help you
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  streamline your social media marketing needs, save you time and money and make you more effective
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  marketer. That's what it comes down to. So I hope you enjoy our conversation with Ryan Bell
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  from Gremlin Social. And I'd love your feedback. Make sure you leave a rating,
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  leave us your comments. So without further ado, let's get into the show.
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  Hey Ryan, welcome to the show. Hey, thanks for having me.
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  That is my pleasure. Thank you for being here to talk about a topic that I think people just can't
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  get enough of, especially when in the light of what you guys are doing at Gremlin, which I'll do
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  my best to kind of sum it up in terms of, you know, for the listeners who are interested in how
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  we benefit from social media, how do we, you know, get more engagement and drive more leads,
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  right, as a company or individual, but we all know there's concerns sometimes around the
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  clients think. So if I'm correct, right, what you guys are doing is you are streamlining the social
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  media social marketing needs of organizations and individuals, saving them time and money across
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  the big three Twitter Facebook LinkedIn. And you do that by providing a dashboard that allows you
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  to engage with customers, monitor your social media mentions and activity, kind of schedule your posts,
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  et cetera, but do this all in a compliant way. How's that? That kind of sums it up.
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  Yeah, we like to call ourselves kind of a social media marketing suite wrapped in a security blanket,
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  a, you know, a product geared for, you know, your audience of financial services,
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  employees, loan originators, bank employees, anybody that has to, you know, watch what they say,
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  and also, like all of us, has to have a presence in social media in order to succeed in business
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  today. Well, obviously you guys appear to be making some serious headway in the mortgage,
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  financial services industry, you know, got multiple endorsements, American Bankers Association
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  has endorsed you guys. So it seems in terms of the, you know, stringent requirements around
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  compliance, you guys have passed that test. Yes, it was, you know, we've been endorsed by a number
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  of state organizations as well as the American Bankers Association and there's quite a lengthy
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  and in-depth due diligence process there in which they've vetted us to make sure that we check
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  all the boxes and make sure that we help keep their members, you know, compliant while using social
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  media. So, yeah, we cover all the bases and really kind of take care of that aspect of,
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  of making sure that you're audit ready and that you don't say the wrong things in social media and
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  try and make that really easy with a compact easy to use software package. Yeah, so let's start
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  there. I mean, how big of a concern is that, yeah, I know we've got, you know, compliance and
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  regulations are just, you know, as far as I'm concerned, a way on the, you know, too much end of
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  the spectrum there. But, you know, we've got individual loan officers, right, for years, right,
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  a lot of these, it's kind of the entrepreneurial mindset. We've got brokers out there who, you know,
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  are free to do what they want, but then you've got kind of regulations coming down on us on,
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  you know, people are fearful, I think, unfortunately, when it comes to how do I market myself,
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  how do I reach and engage with my audience out there and of course social media gives us new
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  ways to do that. But why do you think it's important for an organization or an individual loan
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  officer, you know, to be aware of what they're doing across these digital platforms? Uh, sure,
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  I mean, you know, lenders like any other really organization in general financial services in
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  particular, we can't afford to ignore social media. It's ubiquitous customers expect the
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  businesses that they work with to be in social media, whether it be for customer service or to
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  learn from or to connect. People now have a greater feeling of a need for a relationship with
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  a company that they spend money with or provide services to them. So you have to be there. Okay,
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  so if you have to have a presence, you know, you've got regulations set out by, you know,
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  governing bodies that say how you can communicate, what you can say, what you can't say. And that's
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  intimidating for especially for the legal and compliance departments at mortgage companies,
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  but for the individual loanary originators, you know that you need to be out there, but you're
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  nervous about accidentally making a mistake. Um, so, you know, really, that's where the software
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  comes in in our product and our focus comes in is that, you know, not only just provide you with
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  tools that help prevent you from saying, you know, trigger words that you probably shouldn't be
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  saying. But in addition, we also provide you with, you know, services potentially that would
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  help you with best practices or help your organization build a social media policy to set out
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  protocols, proper usage of social media, you know, really to help diminish these risks to make
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  you more confident in using it. And sometimes, you know, organizations that, you know, might provide
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  content for you as well. One of the biggest challenges, I think, is as somebody who's jumping
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  into social media for business that they run into is you might have the best technology, you might
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  have your account set up and your profile is ready to go. But the big challenge comes in when your
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  hand is hovering above the keyboard, you're on the Facebook interface or the Twitter interface or
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  LinkedIn. And you have to stop and think, uh, now what do I say? You know, that's a big challenge,
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  we're not all marketers, we're not all salespeople. And so having the right tools in place where
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  somebody else can distribute content to you to pick from, like maybe your marketing department,
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  your loan originator, or your mortgage organization, excuse me, might create a list of content
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  for you to use throughout the month of September. And you can just pop into that library of content
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  and choose which ones you want to send. So, um, there's a lot of things that you can do to really help
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  the use of social media, uh, or help you with the use of social media and to deal with those risks
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  and concerns. One of those is just having somebody else who knows all the rules, write some content
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  and distribute it to you. Another one is, um, to provide you with some tools that help you
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  write your own content, but smack your hand when you try and say something you shouldn't.
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  Okay. And, and, and where do you guys fill in the gaps there for the very, you know, the description
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  you just gave, you know, the, the content library. I know we talked about that before we hit record,
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  so we can dive into what the functionality is there. First, um, let's start there. So,
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  let's walk somebody listening to this through. Okay. Uh, how do I use Gremlin to, uh, you know,
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  get my, my social media content out there? Sure. Um, you know, one of the things that you mentioned
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  earlier is we provide you with a dashboard that helps aggregate what we call the big three networks
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  together, Facebook, Twitter, and LinkedIn. So, when you log into the Gremlin system, you're going to
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  see, you know, a dashboard that has multiple streams or social panels on it that lets you see all
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  of the content that's going out from your connections and, and for your business pages,
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  and you can interact, et cetera, right there on the dashboard. But if you're ready to start
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  distributing content, we have, you know, a single message form that lets you, uh, post a message,
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  add your links and images to it, uh, and in that one form, choose which social network, uh,
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  channels you want to post through. Whether it's, let's say you set up a post that says, uh,
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  an example, a first time home buyer, then this, uh, this ebook is for you. And let's say that's
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  the post you're going to send out. You got a link to a great piece of content. Uh, you might want to
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  distribute that not only to your LinkedIn account, but also to your Facebook fan page, your personal
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  Facebook and your Twitter. So you just check all the accounts you want to send it to. Uh, and you
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  might be writing this at say seven in the morning, but you know that your clients aren't awake yet.
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  So you want to schedule it four hours into the future. So you're going to set it up for 11 in the
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  morning, uh, to go out. And, uh, you know, really it's just that simple. Just type a message like you
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  would in the normal native networks, but choose all the networks and accounts you wanted to go to,
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  uh, and then choose, uh, when you'd like it to go out and we'll handle it for you. Uh, now where
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  our role comes in is, is, uh, we kind of jump in there when you hit that send button or that schedule
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  button and analyze your content to determine whether or not it contains any, let's say trigger
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  words or phrases or breaks any rules that your organization might have set up for you. Um, you
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  know, examples might be using words like promise or guarantee, uh, actually stating interest rates,
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  um, uh, you know, staying, saying the names of your closest competitors, uh, things like that that
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  your organization might want you to avoid. It's going to pop up and warn you about, uh, and then,
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  you know, they might set up some rules that says if you try and say guarantee, uh, the legal
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  department needs to see it before the post goes live. But, uh, uh, anyone that gives you a chance to
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  edit the message and say, you know what? I don't want to bother legal with my tweet. I'm going to
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  edit the post. So Gremlin comes in to provide you with a tool to easily distribute the content. But
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  then we come in with that security blanket to make sure that the post that you're sending, uh, is
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  within the best practices and guidelines set by your organization. Okay. So the, um, rules are set by
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  the particular, um, banking mortgage brokerage institution that I'm working for in terms of
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  the, the trigger words, like you said. Yes. And now we set up accounts, uh, you know, for, uh,
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  let's say a company, ABC, uh, mortgage purchases, uh, from, uh, from Gremlin, uh, we're going to give
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  them a list of about 3,200 financial services, red flag trigger words that you might watch out for.
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  We'll also send you a very fun, uh, uh, spreadsheet that's hard to get through email filters that
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  contains about 4,000 cuss words. Um, and so we also are fine preloading these for you when the
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  account comes up. But there are certain things you just want to avoid that are common sense,
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  and we'll help you preload those. But also each organization can customize it as they wish.
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  Um, you know, one example might be that, uh, you know, certain departments might be able to say
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  certain words. You might let customer service department say, promise or guarantee, uh, but you
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  don't want your loan originator saying it. And so we have a really fine tuned roles and structures
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  and team features that let you say this person can say this, but this person can't. And so,
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  yeah, the central organization sets it up. The individual loan originator just posts into social
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  media and gets the most out of social media that they can knowing that there's a kind of a safety
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  net there to catch you if you accidentally say something that, that, uh, your, uh, corporate
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  office may not like. Interesting. So what do you, do you have any insights into, um, you know,
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  how much of how frequent a hand slap happens when somebody's, let's say, in the platform and
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  they're crafting their own message, uh, I'm sure it varies based on organization, right?
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  Yeah, it does depend on some, some organizations are really locked down. There's a lot of things that
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  we can do to, uh, to deal with your tolerance level as an organization, uh, for allowing social media
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  use or controlling that use among your teams. Some organizations will say that every single post needs
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  to be looked at. Uh, that's a pretty, uh, time consuming effort, uh, and it kind of delays the
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  process of getting content out there to social media, but that's what the way people like to start
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  sometimes. They might come in and say, okay, we have 400 loan, loan officers. We're going to
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  only allow 50 in at the initial outset and all 50 have to have every message reviewed. Um,
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  then they might ratchet that down and say, okay, everybody can post freely, but if they violate
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  any of the keyword phrase or pattern rules, then we want to see it. And that's the point in which
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  we start to get to your question, which is how often are those hands slapped? Um, in the end,
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  we kind of have a pre-hand slap step. Uh, if you started to post something that says, uh,
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  come on out to the 5k sponsored by ABC mortgage, we guarantee you're going to have a good time.
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  That doesn't sound too serious because guarantees used in a kind of a non-business context.
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  And you go ahead and post it through, you might decide at that point when the pop-up message comes
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  up that says you shouldn't send this because it contains the word guarantee, but if you do,
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  it's going to be reviewed by your managers. Uh, you go ahead and send that one through. The manager's
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  going to give it a thumbs up or down and allow it to go live. But if you get a hands slap on a,
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  we guarantee the lowest rate, uh, you know, for your home loan, if you close by the end of the month,
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  there's something that might be a bad move. Uh, and you send it, uh, you're going to have the
• 17:32
  opportunity with that pop-up coming up to decide, you know what? Should I really do that? And so
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  that pop-up serves a little bit to skew the data results to your question because a lot of people
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  see the pop-up and go, oh yeah, you're right. I shouldn't say that. And then they edit their message.
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  So in the end, not much makes it to somebody that gets declined because most of the time, the,
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  the lender is, uh, self-regulating with that little pop-up that warns you of your content.
• 17:56
  Well, that's actually kind of cool because in one way, you're, you're actually training your
• 18:00
  loan officers, right, of what words and phrases it stay away from in a certain context.
• 18:05
  Oh, exactly. We agree completely. Um, you know, you know, you know, some, you've actually had
• 18:09
  some, uh, some marketing department say, well, we don't know that we want everybody to know our
• 18:13
  rules and, and cause I think I may have even been on that call and I'm like, why not?
• 18:17
  Yeah. The goal is to make sure that everybody knows and follows the rules. So, uh, in the end,
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  it becomes a way for you to, uh, kind of train everybody, you know, to know what they can post and
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  can't. And to be honest, if I receive a pop-up that warns me that I shouldn't say the word,
• 18:32
  the phrase interest rate or use the percent sign in my social post, depending on what your rules are,
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  you know, I'm not going to do that again in the future and, uh, just makes me a better user of
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  social media. And if I happen to violate policy and go around the Gremlin system and pull up my
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  LinkedIn app and, and post there, uh, I'm going to remember the rules that I've been warned about.
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  So it's, uh, all around it's a, it's a, it's a training tool.
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  Is this also something that, you know, internally, not the loan officer, but the individual,
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  uh, whether it's compliance department, um, or marketing, whoever, that sounds like they can set it
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  up. The rules as loose or tight as they prefer and meaning, um, some people would want to use this
• 19:11
  tool just for compliance record keeping versus, you know, individual message control. Is that right?
• 19:19
  Oh, yeah, exactly. I mean, in the end, first and foremost, Gremlin is a social media marketing tool
• 19:23
  to help you distribute your content and, and close more loans, uh, in social media. Now, wrap that
• 19:30
  in the security that, uh, the security blanket I was talking about to provide that peace of mind to
• 19:35
  your legal and marketing and compliance department, uh, and, um, and that's where those, those, those,
• 19:41
  those, uh, ratchet that ratcheting of roles and how much you want to lock it down comes in, um,
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  some organizations will not lock anything down and they will just use the system as a means of
• 19:53
  archiving and capturing all of the social media posts. Uh, so loan regionators probably know this,
• 19:59
  but in case you don't, you have to keep records of all of your marketing communications, which includes
• 20:04
  your social media posts. So that random tweet that includes a link to a PDF about how to process a
• 20:10
  home loan quickly, you know, whatever educational content you're trying to send out has to be captured
• 20:15
  and stored for years, uh, to maintain, uh, you know, regulatory compliance. And so one of the things
• 20:19
  Gremlin does in the back end, one of these hands-off things we do for your core organization is every
• 20:25
  couple of hours we're going out and scraping your social media channels and pulling in that data
• 20:30
  and storing it and auto archiving it for you and your organization. So, uh, to your point, some
• 20:36
  companies just go in and check the box that says archive this account and they don't put any rules
• 20:41
  in whatsoever. And they just kind of do things from a retroactive perspective where they review
• 20:45
  the archives and say, okay, how is Steve doing? I mean, what is he saying in social media rather than
• 20:51
  trying to do proactive, which is a unique aspect of our system. It really does help us stand out that
• 20:56
  we go in there from a proactive perspective to prevent the post from going out before it goes live.
• 21:00
  We, we prevent that mistake, but you can also flip it to retroactive and just archive and capture
• 21:06
  and review it after the fact. If you've got the, um, you know, the spikets that speak wide open and
• 21:11
  you're not putting any rules in there, you guys are, you know, scrubbing the internet and looking
• 21:18
  basically cataloging all those shares. In the reporting for the admin user at the company,
• 21:23
  let's say, are there alert settings or anything like that? You know, that will alert somebody to, hey,
• 21:29
  you know, um, Steve over here, right? Use the trigger word. Uh, currently in the system, the way that
• 21:34
  our reporting works is it catches on the proactive side. Let's you know the results that are
• 21:38
  happening when you are slapping the hand through the, through the Gremlin system where the pop-up
• 21:43
  comes up and warns you during their posting. If somebody goes around Gremlin, uh, and uses a different
• 21:49
  tool, uh, and says something that is, uh, you know, uh, well, actually let's just say they use a
• 21:54
  different tool. Let's see, your policy is you have to use Gremlin. Don't go out to LinkedIn and
• 21:58
  Twitter and Facebook.com to post. We want you to use the Gremlin system. We have reporting in there
• 22:02
  that will let the managers know that, you know, Steve, for example, sent 32 posts in the month of
• 22:07
  September and seven of those went outside of Gremlin. You know, and so that gives them the opportunity to
• 22:12
  kind of reach out and smack their hand from a retroactive perspective. We don't yet have in the system
• 22:17
  things that will do retroactive content scanning and alerting of keyword violations, um,
• 22:23
  but we do it on the proactive side. Uh, whenever you do get, uh, the pop-up that comes up when you're
• 22:28
  using the Gremlin system will let you do reporting on that. Okay. Great. Okay. So let's talk about some
• 22:33
  of the, uh, reporting analytics because, uh, you know, everybody wants to know what's the ROI of
• 22:37
  social media. As a matter of fact, um, and you can insert this whenever you think's appropriate.
• 22:41
  Prior to the recording, you and I were talking about, uh, you know, clients and, and the results
• 22:46
  they're seeing and you referenced, um, having some data on results from a particular client of a,
• 22:50
  you know, kind of one deal a month or whatever. So, um, if you wouldn't mind, maybe talk a little
• 22:55
  about the reporting analytics you get to so you can see kind of what the engagement is and if you
• 23:00
  want to tie in that one client story, feel free? Yeah. Sure. Yeah. No problem. Um, you know,
• 23:04
  everybody talks about social media ROI and it's a phrase that we use often enough, but I personally
• 23:09
  like to stay away from it. Uh, the, the one reason why is if you look at the word return, uh, in
• 23:15
  there, um, in order to calculate return, you have to know the cost. And so from our perspective,
• 23:19
  as a software, uh, provider, uh, we can't know how much it costs you to market to write your
• 23:24
  content or to hire your employees and your overhead. Uh, so we can't necessarily deliver you an ROI,
• 23:30
  but we can provide you with your level of success and interaction and social media for you to do that
• 23:35
  calculation on your own. So, um, with respect to, uh, what we do to help you do that calculation,
• 23:42
  you know, besides going out every few minutes and scouring your, your account and looking at the
• 23:47
  number of likes and comments and shares that you're getting, uh, in your social media posts,
• 23:53
  um, we also have a great feature we call target pages, which is really, um, kind of conversion
• 23:57
  tracking. So let's say you are trying to get people to contact you to talk to you about a
• 24:02
  consultation for a home loan. And the way in which you're doing that is to educate them on a topic
• 24:07
  that you think they might, uh, be interested in. And let's use that first time home buyer example
• 24:11
  again. You might put out a PDF that says, here's how to navigate buying your first home.
• 24:16
  And it happens to be something you share on Facebook and maybe you put it up as an advertisement
• 24:20
  and it gets in front of the eyes of a couple that just got married and looking to buy their first
• 24:24
  house. They click on that link and make it back to your page to download the white paper and
• 24:29
  fill out a form for a consultation. Um, you know, we help you not only know that somebody clicked
• 24:35
  on your link to download the white paper, but we'll also let you know that they actually filled out
• 24:40
  the form and made it to the thank you page. Uh, and so that conversion, we tie back to the original
• 24:46
  post. And so we kind of call that following the tweet to the sale or or the post to the sale.
• 24:51
  So we'll tell you that 37 people clicked on your post, uh, but actually nine of them filled out your
• 24:56
  form and signed up for a consultation. And so that right there enables you to put in your own
• 25:01
  internal numbers for the value of the lead. You might give a, a mortgage lead, a value of, uh,
• 25:07
  $700, you know, whatever your internal number is. And that helps you make those calculations and
• 25:11
  then helps that central marketing department justify any expense for social media because they
• 25:16
  can point directly to new loans being closed directly as a result of shared content and social media.
• 25:21
  And the example you talked about, we have a great case study out there where one of our, uh,
• 25:27
  our mortgage groups that uses Gremlin, uh, is closing. I think it's 1.2 new loans a month, but at
• 25:33
  least one new loan a month that they can attribute to every single one of their loan originators
• 25:38
  that are using social media, uh, throughout the month. And so there's a immediate dollar amount
• 25:44
  that they can point to for the return on investment for social media. And that's driven by having a good
• 25:51
  content distribution tool and, uh, and, uh, you know, the right policies and strategies in place.
• 25:55
  Yeah, that's great. Um, so just to be clear on the target pages, you say, um, tell us a little bit
• 26:00
  of how that works. That's the snippet of code on your website. It's not a, like, a landing page that
• 26:04
  you guys host, right? Yeah, a good point. Thank you. I want to make sure that we make that clear. So
• 26:09
  ever we figure that everybody out there has already got some landing page software to help track
• 26:13
  conversions. If it's not through their CRM system, it's through a marketing automation system.
• 26:18
  But we provide you with a little snippet of code that you put on your thank you page. It says that, uh,
• 26:23
  uh, or on your landing page software that just, that lets us communicate back with Gremlin. And so
• 26:28
  if somebody clicks on that first time home buyer or social media post and arrives on your page,
• 26:33
  it pings us and says, okay, somebody clicked on this link, uh, and it is kind of now, now it knows
• 26:39
  they clicked on it. And then if in the next 30 days they fill out that form, most of the time,
• 26:43
  it's immediately, and they make it to that thank you page, that conversion page, it'll ping Gremlin
• 26:48
  again and say, hey, um, the person who clicked on this link on this social media post just filled
• 26:53
  out the form and made it to the thank you page. And so that helps us do the tracking. And so on your
• 26:57
  side, uh, the only thing you need to do is put the snippet of code in your landing page and then
• 27:03
  just post your stuff into social media and we'll take it from there.
• 27:05
  Well, that's really neat, um, especially in the fact that, hey, it's all compliant. And so,
• 27:09
  yeah, exactly. The people upstairs are happy. And so, uh, what, what can we tell listeners about
• 27:16
  any CRM integrations or how we might, you know, kind of, you know, port this data over?
• 27:20
  Uh, that's a good question. Um, you know, there are email automation marketing software packages.
• 27:25
  You've got your print distribution systems. I'm sure all of you have where you can actually
• 27:29
  print out your PDFs for distribution. Uh, and then there's social media, uh, products like
• 27:34
  Gremlin social to help you with your social media distribution. Um, I would say we're in an air,
• 27:39
  we're in a time frame is, uh, uh, where all of these different social media marketing are these
• 27:44
  different marketing, uh, technologies are starting to integrate. Uh, we do offer the ability for,
• 27:51
  you know, if you've got a CRM system that you'd like us to integrate, we can talk to you about
• 27:56
  whether or not we can start sending information into that CRM. It's not something that's part of
• 28:00
  the core product, but I think you're going to see a greater level of integration between these
• 28:04
  systems over time. Uh, and, uh, uh, at this point in time with respect to the data that you get from
• 28:10
  Gremlin, you're able to create reports that show how well you're doing and export those into PDFs.
• 28:15
  You're able to take all of your social media posts that are archived and export those so you can
• 28:19
  import them to any type of central IT system that you have. Uh, and we also enable you to take any,
• 28:25
  uh, data with respect to, um, the behavior of your team, uh, and how they're using social media
• 28:30
  and make that exportable as well. So currently, the integration with other systems is that we have a
• 28:34
  really easy way for you to get the data out of Gremlin so you can pull it into your other systems,
• 28:39
  but as far as direct integrations and direct tie-ins with CRMs, that's something we talk about
• 28:43
  with your central organization and, uh, kind of on a, on a case-by-case basis. Right. Okay. Great. Uh, so
• 28:49
  a couple other things I want to talk about for features in the tool here, um, and that is the
• 28:52
  search functionality because, um, this kind of speaks to the, you know, ROI discussion there.
• 28:58
  People want to know, hey, what type of engagement they're getting across their social networks.
• 29:02
  So there might be a few ways to do that, but one of them I'm looking at is the search function
• 29:07
  to see what kind of social mentions you're getting, but, um, uh, what, what type of, uh, how can we track
• 29:12
  that engagement? So as we mentioned earlier, Gremlin handles the big three, which is Facebook, Twitter,
• 29:16
  and LinkedIn. Of all the networks, Twitter really has the best search capability, and it also is
• 29:21
  really the best place to do searching. I mean, if you look at the other networks or all three
• 29:25
  networks, you find that Twitter really is the public social network. Everybody kind of assumes that
• 29:30
  everything they say is going to be visible to everybody. And, uh, from a, that perspective in
• 29:35
  Facebook, your corporate page might be the one that your corporate Facebook page might be the
• 29:40
  one that you, you post out through a lot, but if people are going to start having a conversation
• 29:44
  about your organization or mentioning you, they're going to be doing so in their private
• 29:48
  Facebook channels, in which only their friends and family can see it. Uh, same thing on LinkedIn,
• 29:52
  only your connections can see what you're saying. And so from a search perspective, really, Twitter
• 29:58
  is the one to pay attention to, uh, because not only, uh, is it, is it public, but they also provide
• 30:04
  the best tools for searching. Uh, and so what we provide you in our interface is the ability to
• 30:09
  set up panels in your dashboard to look for keywords, like say the name of your company or, uh,
• 30:14
  you personally, uh, and you can search all the way down to, you know, an example search might be,
• 30:19
  I want to find who is mentioning ABC mortgage within 50 miles of downtown St. Louis, Missouri.
• 30:27
  Uh, and then we'll pull up all of the tweets for you that have were set in that area and display
• 30:31
  them right there in the panel and it auto updates every minute. So you can stay on top of what's
• 30:35
  being said about you and the social channels. But there is one more thing. Actually, this would be
• 30:38
  the first time we've ever mentioned this in a public space. So, uh, that's something you're, you're
• 30:42
  all going to hear lots of breaking news here. We're about ready to launch a product that we call
• 30:47
  brand guardian. Uh, and it's coming out in the next quarter. Uh, we're getting really close to
• 30:51
  finishing in and have some of it already out to beta testers. But we're branching out of social
• 30:55
  media a little bit and going into the general web, uh, and enabling people to set up searches to
• 31:01
  basically be alerted if their name or company name or product name or whatever you want to look for
• 31:06
  is mentioned anywhere on the internet. Uh, and so we end up giving you reports and sending you
• 31:10
  emails that say, okay, here's your daily digest of who mentioned you and where they mentioned you.
• 31:16
  And what's great about this new feature is it actually gives us the ability to kind of peek into
• 31:21
  some of the social networks that don't really allow you to do searching all that often. For
• 31:26
  example, Facebook and LinkedIn don't really let you search for what people are saying.
• 31:31
  Facebook has a little bit of a feature, but it's not that thorough and, uh, and it doesn't give you
• 31:36
  the latest results. But if we're able to scour it on the web and, uh, and index it, we might find some
• 31:41
  of those Facebook public posts or those LinkedIn company page public posts that wouldn't necessarily come
• 31:46
  up on the social network website and be able to alert you to the fact that somebody said something
• 31:51
  about you on those networks as well, along with Twitter. So in the end, the project is called
• 31:56
  Brand Guardian. It's going to be bolted on to our existing product social guardian, which is the
• 32:00
  Gremlin social tool and it'll enable you to not only search within social media, but search at the
• 32:05
  web at large and be notified immediately whenever somebody mentions you. Wow, that sounds really
• 32:10
  cool. Love that because it has a variety of applications there, right? Obviously the positive,
• 32:14
  but then you want to catch any of that negative publicity that you might be getting. Exactly.
• 32:19
  Nip that in the bud. Very cool. Um, so you guys have a lot of other info and resources. You know,
• 32:24
  I was scouring your blog. There's a lot of good info over there. That's blog.gremlin. By the way,
• 32:29
  gremlin is g-r-e-m-l-n dot com. Um, so blog that gremlin dot com for the food. Yeah. Actually,
• 32:36
  if I may jump in really quickly, here's another, let me give you two new public releases that we
• 32:40
  haven't told anybody else. Gremlin's changing their name. We're actually within the next three weeks
• 32:44
  going to be renaming to the name Gremlin social. As you just explained, we've had the name Gremlin
• 32:49
  without any, without the correct spelling, without the eye event for quite a while. And we've decided
• 32:53
  to go ahead and spell it out and say what we do. So we're now in the next three weeks and you can
• 32:58
  even go there now and it'll redirect you. But gremlin g-r-e-m-l-i-n just like you normally spell it,
• 33:03
  follow by the word social dot com. And, uh, and we do have a lot of great resources out there. We
• 33:08
  produce white papers. Um, we do case studies. We do a lot of training videos. We do a lot of webinars
• 33:14
  to really help loan originators do more in social media and be successful in it. Uh, and so we're,
• 33:21
  you know, we try to think of ourselves as a thought leader in the space. Uh, we speak at a number of
• 33:25
  conferences and, and travel the country. I've got two, uh, speeches coming up in the next month
• 33:30
  where we really, uh, just share what we learn about what works in the mortgage industry and social
• 33:36
  media. Uh, and that content becomes available on our website. Uh, yeah. Absolutely. Are you going to,
• 33:41
  uh, name in Vegas? I wish actually I need a trip to Vegas this year. Uh, but, uh, no, I'll be
• 33:47
  speaking in a couple of banking conferences that kind of branch over into mortgage a little bit.
• 33:52
  As you mentioned earlier, we're endorsed by the American Bankers Association. Uh, and so I'll be
• 33:56
  speaking at their national marketing conference here in Nashville, which is also a great city to visit.
• 34:00
  But, uh, unfortunately won't be making it to Vegas. Oh, that's funny. I've been to Vegas too much
• 34:05
  and I want to go to Nashville. Uh, I got a question for you. A little bit. It's related, but, uh, and,
• 34:14
  and, and, you know, you're not prepped for this, but in talking about compliance, uh, we haven't
• 34:18
  talked about video yet and particularly Facebook live. Um, now obviously there's some, you know,
• 34:24
  considerations with Facebook live because it's live. So it can't necessarily be run through
• 34:31
  compliance ahead of time, although naturally you can have an agenda, you know, kind of a talk
• 34:36
  track that's kind of compliance approved. But any, any comments or, you know, response to that,
• 34:41
  you know, kind of how would we prepare for going to use Facebook live?
• 34:45
  You know, in the end, um, if you take all of the technology out of compliance and you go back to
• 34:51
  the, just the basic rules of business, there's going to be a corporate policy put in place on how
• 34:57
  you can communicate what you can say and how you can do it. And so where technology might be
• 35:03
  unavailable to, uh, to prevent mistakes, for example, you'd, like, as you said, it's live video.
• 35:09
  Um, I mean, even live news broadcasts have problems with people making mistakes. So the likelihood
• 35:15
  of there being a solution anytime soon for, uh, or Facebook providing an option to, you know,
• 35:20
  have a 10-second delay and drop anything if you say something bad, uh, or is, is probably far
• 35:25
  out into the future. So I would say training policy, uh, and just, you know, you know, just
• 35:32
  making sure that you think before you start your live broadcast on what you're going to say and
• 35:36
  prepare for it, um, from a perspective of, uh, new technologies like, you know, using periscope or
• 35:41
  Facebook live or, or, uh, uh, any other, uh, new technologies out there. What usually happens is
• 35:47
  the capabilities are integrated within the social networks before they allow third-party tools
• 35:52
  like Grimwin social to put any type of controls on it. So currently, Facebook lives so new that
• 35:58
  there are no controls we can put in place, uh, short of preventing you from using it, I suppose.
• 36:04
  But, um, in the end, I would say just, uh, be diligent, uh, be smart, uh, plan ahead, train,
• 36:10
  and have policies in place. And so as these new things come out, um, especially live things,
• 36:16
  as you mentioned with Facebook live, uh, uh, just, you know, just make sure that everybody's prepared
• 36:21
  for the right way to use it. Uh, the technology will come soon, uh, and help govern it. But, uh, uh,
• 36:27
  nothing, nothing beats a good training class and a good policy, uh, upfront. Yeah, so that's a
• 36:32
  great point. And, uh, you know, to close out here because we're almost out of time. But, um, uh, my,
• 36:36
  other question I had for you, perhaps ending question before we tell people how to reach you, um,
• 36:41
  is what's, what's if you look out into the future? Because as you just noted, you know, we've got a
• 36:45
  variety of different new technologies coming online, most recently, the live type of, uh, platforms.
• 36:50
  And of course, there's more yet to come. Um, but what are you kind of seeing moving forward in
• 36:56
  the next maybe, you know, 12 to 24 months in terms of where mortgage institutions meet their
• 37:05
  individual loan officers on that road of, of, here's what you're allowed to do. Here's what you're
• 37:11
  not allowed to do because, you know, it's kind of like that pendulum kind of, um, example that I
• 37:16
  talked about earlier, whereas when all this compliance first came down hard and heavy ride in
• 37:20
  2010 and beyond, it's like, uh, everybody just clamped down on what you can and can't do.
• 37:24
  Seems to me that there's a little bit of a, a, a realization happening that okay, like you opened
• 37:30
  up with are people need to be on social media. So how do you see that, um, relationship,
• 37:34
  that dynamic working between the organization and the individual loan officer?
• 37:38
  Sure. I mean, I could say that, um, as frustrating as it was for the, the, the, the loan officers
• 37:44
  in the mortgage industry and banking and financial services in general for the clamp down to happen.
• 37:49
  You know, in hindsight, it might have been the right move. Uh, nobody quite knew how social media
• 37:54
  was going to affect business. They didn't know how they were going to control it. Uh, and you
• 37:57
  know, and sometimes we fear the unknown. And so it might have been a good, safe practice to kind
• 38:02
  of latch things down and say no social media for anybody. But what I can say is it is refreshing, uh,
• 38:08
  to see that now that we all as an organization or as an industry are getting a grasp on the benefits
• 38:14
  of social media and the way in which it can be used and the way in which mistakes can be made
• 38:19
  that were gradually, the industry is gradually opening up their policies. They're allowing social
• 38:24
  media to be used. They see it as a driver of revenue. Uh, and, uh, and I think that's, that's
• 38:29
  refreshing. That's, uh, that's a good positive direction to be going in. And so I think we'll
• 38:34
  continue down this path. Um, we see on a daily basis from talking to the mortgage organizations,
• 38:40
  there are still a significant percentage of organizations that either don't allow social media
• 38:46
  usage at all or allow it and don't do anything whatsoever to govern it. Both are, I think equally
• 38:53
  bad. Um, and so I think we're going to continue down the path that we've been on to gradually open up
• 38:59
  social media use to the loan originators, provide them with tools that don't get in their way
• 39:05
  to helping grow their business, close more loans, uh, and then also providing them with tools that
• 39:11
  help them succeed in that effort. And so I think the technology is catching up. The industry is
• 39:16
  opening up and we're going to continue down that path. Now there's always going to be new networks.
• 39:21
  Um, I can tell you that I'm sure that if your organization allows you to use social media,
• 39:26
  that maybe they're reacting to Snapchat, uh, Instagram, Pinterest or Tumblr in a different way
• 39:33
  because those kind of feel like fringe networks and new networks or within the networks you know,
• 39:38
  Facebook live, uh, coming out within Facebook, they might take that same old-fashioned approach of
• 39:45
  until we get a handle on this, nobody's using it. So always be ready for that. But in the end,
• 39:50
  I think, uh, the, the industry is now comfortable with social media. Uh, and I think the technology is
• 39:55
  there to make it easy for the loan originators to use it and for compliance to be happy that they've
• 40:00
  got some control and for loan originators to be happy that they're able to easily distribute content
• 40:05
  and close more loans. So I think we're going to keep moving in that same direction of, uh,
• 40:09
  of an open policy, uh, with some controls in place, uh, and the right caution that the financial
• 40:14
  services industry kind of, uh, is used to. Yeah, I would agree. I think that's, that's good. And that's
• 40:19
  positive news, uh, for us working together with the organizations and for those of us who understand
• 40:23
  the value of the benefit of being on social media, um, and, and, you know, a certain level of trust
• 40:28
  right has to occur. Oh, great. And, and, and, and, but it all comes back to training and education
• 40:33
  setting, setting policy. So that's, that's awesome. Um, so, so great. Thank you so much for sharing
• 40:38
  this, this platform is as truly, I think, well needed in this industry and well overdue. So
• 40:43
  it's no wonder you're getting such a great reception from the different companies, uh, for those
• 40:47
  listening that want to learn more, where would you like to direct them? Sure. Uh, you know,
• 40:51
  first I would say we had a lot of conversation today about compliance and control. Uh, you know,
• 40:56
  you know, that doesn't necessarily fall in the right ears if we're, we've got some listeners
• 40:59
  here who are loan originators. Uh, first and foremost, Gremlins is social media marketing tool
• 41:04
  to help you succeed. Uh, and then second, we are a compliance tool to help keep you, uh, within
• 41:09
  regulations. Um, and, you know, to learn more about both of those aspects of our product, um,
• 41:14
  GremlinSocial.com, uh, is what we will be coming very soon. Just go ahead and visit that now, uh,
• 41:20
  or you can go to our current domain of g-r-e-m-l-n.com. Uh, you can find out more about the product,
• 41:26
  how it works, uh, and, um, and, you know, maybe learn some more about how to execute, uh,
• 41:32
  better campaigns and social media in the mortgage industry. Yeah, absolutely. And there's great
• 41:35
  resources on their white papers, downloads, lots of, you know, super education for you to learn
• 41:40
  more about how to save time and money across the social networks, and especially learn more about
• 41:45
  how to leverage Gremlin to engage and monitor your social activity and schedule your posts,
• 41:50
  all in a compliant way. Best of both worlds for everybody. So, Ryan Bell can't thank you enough,
• 41:56
  for being here. And for those listening, uh, if you like today's episode,
• 42:00
  please make sure you give us a rating on iTunes. If you haven't subscribed yet, be sure to do that.
• 42:04
  You don't want to miss any upcoming episodes. And once again, that is Justin from your host
• 42:09
  of Mortgage Marketing Radio. Thanks for listening, and we'll see you on the next one.
• 42:13
  Thanks for listening to Mortgage Marketing Radio. One more truth in mortgage marketing,
• 42:18
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