Top left to bottom right: Sabrina Santos, Business Development Manager at TPGMedia; Andrew Montlake,Communications Director at Coreco Group; Alison Beech, Business Relationship Director at Spicerhaart Group and Managing Director of Valunation Surveyors @alisonbeech; Matt Smith, Managing Director of WPB @Mattsmithwpb; Mike Raybone, Head of Marketing at Mortgage Brain; Dale Jannels, Managing Director at All Types of Mortgages; Lea Karasavvas, Mortgage Broker at MortgageForce @Mortgage_Mind; Kit Thompson, Operations Director at Bright Star Financial; Michael Coogan, Director General at the Council of Mortgage Lenders @Michael Coogan59; Marco Callegari, Commercial Director at The Publishing Group; Alex Hammond, PR and Marketing for Kensington; Simon Little, Managing Director of Autumn Life Retirement Solutions; Jeff Knight, Managing Director at Tonic Marketing; Ramesh Sharma, Managing Director of The Publishing Group
SD: What iS the FSa Stance currently? LK: Financial promotion is the main thing the FSA are looking at and if they think you’re advertising on Twitter that’s when you start having trouble. AB: We provide links and that’s fairly simple. We are an AR of two different principals. One has sorted it and addressed it, one hasn’t and it’s really frustrating because they just haven’t caught up fast enough. AM: Some people don’t understand the basic principles of it and they don’t really understand it or really know about it. We put things like “Northern Rock have great 2-year fixed rate, this is the rate.” That’s a really grey area because that’s technically financial promotion. The FSA don’t really know how to deal with it. The courts in the country don’t know how to deal with it! Kit Thompson: In a previous role at a mortgage AR company, not only was the business not allowed to have a Facebook page for example, but as individuals who
are principals of that firm, we were asked to remove any links to from our personal pages to our business. That’s how scared some firms are at the moment and the biggest stumbling block with social media. JK: It actually has its advantages in terms of regulation because it stores all your information so you don’t have to pull out your drawers and say, “Here’s my advert from 2004.”
SD: a queStion From tWitter From @ robjuPP: ShoulD a uSer DiFFerentiate From buSineSS anD PleaSure When tWeeting? LK: I personally don’t think so because Twitter is a rapport build with the people you’re trying to target and you build your trust by that rapport. Twitter is the social rapport build and LinkedIn is the more professional establishment. Matt Smith: I agree, isn’t it all about added values. It’s all very well saying we want to get out to people but it’s more
about the community we’re going to. Building trust, building rapport and actually demonstrating added values - that’s actually more important than the next specific product sale. Sabrina Santos: And that’s the whole point of social media, it’s very personal, you know you’re talking to a real person who has an identity they are giving their real opinions. If you have a different account for business and say you’re a different person, it just kills it. DJ: I think there is an argument for two separate accounts, one for business. So AToM has its own ongoing RSS feed where it picks up certain newsfeeds, such as Mortgage Introducer, and I’ve got my own feed to use for whenever I need to. People can decide whether they want to follow it or not. SL: What segmenting the market does is it in effect creates a brand whether it’s a personal brand or business brand. AM: We made a conscious decision, that Coreco needs its own personality and that is driven by Twitter and Facebook. I
mortgage introducer JULY 2011 41
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