How New York Life is Driving Interactin, Engagement, and Relevance Using Social Media - BDI 11/16/11 Financial Services Social Communications: Case Studies and Roundtables
Case Study: How New York Life Is Driving Interaction, Engagement, and Relevance Using Social Media
Presented by: Gregory Weiss, Assistant Vice President of Social Media, New York Life Insurance Company
New York Life takes an innovative approach to its social media efforts, and has emerged as a leader in the space amongst its peers. Find out how New York Life leverages its brand heritage, employees, and agents to achieve short-term wins with long-term benefits, as Gregg highlights several key initiatives while infusing some of his own tips on how you/your company can be successful driving new opportunities
www.bdionline.com
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How New York Life is Driving Interactin, Engagement, and Relevance Using Social Media - BDI 11/16/11 Financial Services Social Communications: Case Studies and Roundtables
1. How New York Life is Driving Interaction, Engagement, and
Relevance via Social Media
Gregg Weiss, AVP Social Media
@greggweiss | gregory.weiss@newyorklife.com
November 16, 2011
2. Why I am happy to share information & tips with my
colleagues at other firms
@greggweiss #BDI1
3. Chapter 1: A Short History Lesson
@greggweiss #BDI1
15. Hopefully one day we will no longer need to
share these types of statistics.
Social Media is the new normal,
not a passing fad
Source: Nielsen, Sept 2011 @greggweiss #BDI1
19. The value of “brand ambassadors”
People trust their friends!
@greggweiss #BDI1
20. The slide that gets the attention of CEOs, CFOs, & CMOs
81%* 47%*
People who say they’ve received recommendations on People who say that this info (received via social networks)
companies, products, & services via social networks directly influenced their decision to purchase – or not purchase
-- that product or service
Facebook alone, will directly influence 464MM purchasing decisions this year.
(Source: ClickZ, 2010) @greggweiss #BDI1
21. Why do I love what I do…
“I run social media for New York Life…” (so-so statement)
“I drive word-of-mouth marketing about New York
Life online…” (good statement)
>1B positive brand
impressions per year.
@greggweiss #BDI1
35. 1) Employee Social Media Policy
•The FTC has given you a gift
•Define what employees can/can’t do
•Promote the concept of “brand ambassadorship”
(while following the rules)
•“Don’t do anything stupid.” – Tony Hsieh, CEO Zappos
@greggweiss #BDI1
40. 4) Agent Presence
11,000 x 130 x 130 x 52 =
Potential annual audience of 9.7B.
Connections Conversations Conversions “A decent opportunity to make a positive
difference in peoples’ lives.”
@greggweiss #BDI1