How New York Life is Driving Interaction, Engagement, and             Relevance Via Social Media                   Gregg W...
Stuff you know already…
Social Media has been around for a while.
What’s changed is the medium…
…and the expanded connections this new medium                   enables.
Anyone has the power to share an opinion.
Anyone has the power to Everyone is sharing opinions.
Good luck, consumer.   Pre-Social:     1 to 1
Good luck, company.The Age of Social: 1 to many
Power To The People Then: 1 to 1      vsNow: 1 to many
What does this mean for organizations           such as yours?
An interesting question….Social Media                         Life Insurance
Social Media @ NYL: Running it like a business   Our focus to-date has been to grow our social media footprint and drive i...
Fan/Follower Growth                                      Facebook Fans                                                    ...
Some of our recent campaigns…
Big East Live Tweeting (3/10)                                17
Halloween Safety Tips (10/10)
Thanksgiving Food-Off (11/10)
New York Life Protection Index (12/10-1/11)
Romance-O-Meter (2/11)
Retirement Planning Q&A (2/11)
Planning Tools (3/11)
Game of Life Sweepstakes (4/11)                                  24
Foundational Elements of our Program
Agent Pilot•Insurance Agents & Field Recruiters are networkers by trade.•Our Agent Pilot aims to empower our Agents & Fiel...
Social Media Listening                         27
Remember: Social Media is not a corporate megaphone.  “Listening and responding are highly under-utilized marketing strate...
Content, Content, ContentSample Good Status Update:                                             XYZ Insurance Company Do y...
Questions?             30
Gregg Weiss, New York Life Presentation - BDI 4/14/11 Financial Services Social Communications Leadership Forum
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Gregg Weiss, New York Life Presentation - BDI 4/14/11 Financial Services Social Communications Leadership Forum

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Presentation by: Gregory Weiss, AVP, Social Media, New York Life Insurance Company

www.bdionline.com

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Gregg Weiss, New York Life Presentation - BDI 4/14/11 Financial Services Social Communications Leadership Forum

  1. 1. How New York Life is Driving Interaction, Engagement, and Relevance Via Social Media Gregg Weiss, AVP Social Media @greggweiss | gregory.weiss@newyorklife.com
  2. 2. Stuff you know already…
  3. 3. Social Media has been around for a while.
  4. 4. What’s changed is the medium…
  5. 5. …and the expanded connections this new medium enables.
  6. 6. Anyone has the power to share an opinion.
  7. 7. Anyone has the power to Everyone is sharing opinions.
  8. 8. Good luck, consumer. Pre-Social: 1 to 1
  9. 9. Good luck, company.The Age of Social: 1 to many
  10. 10. Power To The People Then: 1 to 1 vsNow: 1 to many
  11. 11. What does this mean for organizations such as yours?
  12. 12. An interesting question….Social Media Life Insurance
  13. 13. Social Media @ NYL: Running it like a business Our focus to-date has been to grow our social media footprint and drive interaction with the brand to best-position the “channel” as an integral part of the business. Strategic Programs 1) Corporate 2) Agent 3) Employee Key Audiences Customers, Prospects, Employees, Agents, Regulators, Media Strategy & Campaigns: Unique programs to Operations: Day-to-day management of social support key timely company initiatives and media properties, including content Broad Areas of Focus objectives, including custom tab generation, posting, development, advertising campaigns, cross- monitoring/listening/research, platform integration, organizational engagement/servicing, and reporting evangelismKey Internal Corporate InternetPartnerships Agency, Corporate Communications, Compliance, Legal, Servicing, HR, Technology Integrated programs that influence and drive key business priorities, including improved Desired Outcomes brand perception/relevancy, improved customer service, incremental consumer insights, incremental sales lead generation, incremental recruiting lead generation
  14. 14. Fan/Follower Growth Facebook Fans Twitter Followers18,000 1,80016,000 1,60014,000 1,40012,000 1,843% 1,20010,000 YoY 1,000 growth 800 4,752% 8,000 600 YoY 6,000 growth 4,000 400 2,000 200 0 0 25-Mar 25-Mar 25-Oct 25-Jun 25-Nov 25-Jan 25-Aug 25-Dec 25-Apr 25-Jul 25-Apr 25-Feb 25-May 25-Sep 25-Feb 12,000 LinkedIn Followers 11,500 11,000 10,500 19.7% 10,000 YTD 9,500 growth 9,000 8,500 1-Apr 8-Apr 15-Apr 22-Apr 29-Apr 4-Mar 11-Mar 18-Mar 25-Mar 14-Jan 21-Jan 28-Jan 4-Feb 11-Feb 18-Feb 25-Feb 14
  15. 15. Some of our recent campaigns…
  16. 16. Big East Live Tweeting (3/10) 17
  17. 17. Halloween Safety Tips (10/10)
  18. 18. Thanksgiving Food-Off (11/10)
  19. 19. New York Life Protection Index (12/10-1/11)
  20. 20. Romance-O-Meter (2/11)
  21. 21. Retirement Planning Q&A (2/11)
  22. 22. Planning Tools (3/11)
  23. 23. Game of Life Sweepstakes (4/11) 24
  24. 24. Foundational Elements of our Program
  25. 25. Agent Pilot•Insurance Agents & Field Recruiters are networkers by trade.•Our Agent Pilot aims to empower our Agents & FieldRecruiters to use social media for business purposes, in acompliant way.We are learning as we go and enhancing the program, butalready are hearing success stories!
  26. 26. Social Media Listening 27
  27. 27. Remember: Social Media is not a corporate megaphone. “Listening and responding are highly under-utilized marketing strategies.” -American Strategic Management Institute
  28. 28. Content, Content, ContentSample Good Status Update: XYZ Insurance Company Do you need insurance? Buy itSample Bad Status Update: XYZ now. Just do it. Go to xyzinc.com now. We’re the best. INC Please tell all your friends how great we are. Facebook success relies HEAVILY on optimizing content that appears in the feed A few “tricks” to help drive interaction with your posts: Quotes , Agree or Disagree, This vs. That, Fill In The Blank, True or False 29
  29. 29. Questions? 30

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