PPB June 2021

working directly with their product team to help introduce additional capabilities that fit our model. PPB What benefits can ASB, as a company, achieve from its employees using Social HP? Pfeiffer The pandemic provided an immense catalyst for digital transformation across all aspects of doing business. Many customers stopped in-person appointments immediately and most continue to support remove workforces that provide barriers to meeting face to face. Companies also have seen exponential increases in phishing emails that make email marketing less effective. SocialHP has provided new avenues to prospect and customer engagement at a time when it is most needed. Adoption to SocialHP has been swift, easy, and our initial sales associates have raved about the ease of use and effectiveness of the platform. PPB How important do you feel it is, today, for companies to be able to leverage individual employees’ social media accounts? Pfeiffer Now, more than ever, the ability to build your personal brand online is often essential to build trust with certain demographics, especially as a salesperson. We’ve seen many of our sales associates successfully balance a reflection of their personal and professional lives to best reflect their personalities, values and expertise they bring to customers. It’s a great wholistic approach to personal branding. However, if sales employees use social media as an outlet to share political or other divisive issues, we recommend they create a work account to promote to their customers, so they don’t alienate half of their potential audience. It’s all about finding a balance that works for your lifestyle and business. PPB How does this partnership fit into ASB’s larger Going Social program? Pfeiffer ASB has an innovative selling model and we embraced this initiative in a very cross-functional way. We offer many options for our sales employees to pick and choose from a menu of services that include assistance in creating a new social media account, reviewing an existing social media presence, and even full services where we help them schedule and launch content. SocialHP has proven a gamechanger for us in getting high- value services to those who need them, and our cost-to-serve is very reasonable. Content can be easily created and then posted automatically with variability in both image and message use. In addition to the strategy, engagement and other efforts centered around our Going Social initiative, SocialHP provides the powerful technology to drive lasting structure and ROI. Danielle Renda is associate editor of PPB.  Foil Stamped  Ink Printed  Legal Size  Mini Size  Budget  Small Quantity  63 Paper Choices  31 Layout Choices | JUNE 2021 | 77 THINK