Pinterest - Is the Life Insurance Industry Pinning?

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Several prominent life insurance firms have introduced Pinterest pages to increase engagement with prospects and clients. Currently, the most popular content on insurers’ Pinterest pages are stills from commercials, infographics, inspirational quotes and company photographs.

Inside, we highlight a few Pinterest pages from insurers tracked by our Life Insurance Monitor research service. These include Genworth, Nationwide and Northwestern Mutual. We also offer basic tips for insurers looking to build a Pinterest presence.

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  • Currently, the most popular content on insurers’ Pinterest pages are stills from commercials, infographics, inspirational quotes and company photographs.
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  • What are they pinning? Scans of insurance policies? Weird.
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Pinterest - Is the Life Insurance Industry Pinning?

  1. 1. COPYRIGHT 2014 CORPORATE INSIGHT, INC. IS THE LIFE INSURANCE INDUSTRY PINNING? AUTHOR: JOAN KAGAN PUBLISHED: FEBRUARY 2014 PINTEREST
  2. 2. ABOUT CORPORATE INSIGHT Connect With Us Corporate Insight provides competitive intelligence and user experience research to the nation’s leading financial institutions. For over 20 years, the firm has tracked technological developments in the financial services industry, identifying best practices in online banking and investing, online insurance, mobile finance, active trading platforms, social media and other emerging areas. There are no assumptions in Corporate Insight’s work – we use live accounts at all of the firms we research, providing our clients with unparalleled, unbiased intelligence on the competition. AUTHOR JOAN KAGAN Research Associate Annuity and Life Insurance Monitor jkagan@corporateinsight.com MEDIA INQUIRIES Joshua Grandy, Director of Public Relations: (646) 876 7524 pr@corporateinsight.com Press Coverage 2
  3. 3. TABLE OF CONTENTS 3  Introduction  Pinterest Page Reviews o Genworth o Nationwide o Northwestern Mutual  Five Pinterest Tips for Life Insurers  Corporate Insight Thought Leadership
  4. 4. INTRODUCTION 4
  5. 5. 5 INTRODUCTION INTRODUCTION Several prominent life insurance firms have introduced Pinterest pages to increase engagement with prospects and clients. Currently, the most popular content on insurers’ Pinterest pages are stills from commercials, infographics, inspirational quotes and company photographs. Like most Pinterest users, Life Insurance firms rely heavily on pinning content that exists elsewhere. This serves to raise the visibility of their products and to drive traffic back to their website. As Pinterest evolves and adds new advertising capabilities, we expect it to become a more powerful tool not only for insurers, but firms across financial services. Inside, we highlight a few Pinterest pages from insurers tracked by our Life Insurance Monitor research service. These include Genworth, Nationwide and Northwestern Mutual. We also offer basic tips for insurers looking to build a Pinterest presence.
  6. 6. WHY PINTEREST? 6  Reaching the Underinsured Female Demographic o Women are four times as likely as men to be on Pinterest (Pew Research Center).  New Advertising Opportunities o Promoted Pins feature debuted in September.  Unmatched User Growth o Percentage of online adults who use Pinterest grew from 15% in 2012 to 21% in 2013, outpacing all other major social networks (Pew Research Center). INTRODUCTION
  7. 7. PINTEREST PAGE REVIEWS GENWORTH 7 GENWORTH PINTEREST STATS Followers: 118 Boards: 13 Pins: 254 Visit: pinterest.com/genworth/ *As of 1/31/2014
  8. 8. VISIBILITY AND PROMOTION 8 GENWORTH  Genworth’s public site footer promotes and links to the Pinterest page.  Genworth recently updated its Newsroom page to include linked Pinterest and Follow me on Pinterest icons. Genworth Public Site Newsroom Genworth Public Site Footer
  9. 9. CONTENT 9  Genworth uses its Pinterest to appeal to two key Life Insurance prospect demographics: 1. Women 2. Families  Genworth has commissioned female bloggers to write personal posts about the importance of purchasing life insurance for themselves and their spouses. o Blogs are repinned and organized under #GenworthUSA. GENWORTH Pin From A Promise to Retire (Annuities) Board
  10. 10. GENWORTH’S PINTEREST BOARDS 10 GENWORTH  Genworth’s Pinterest presence focuses heavily on cross-promotion by using YouTube videos of television commercials as the center of boards and pinning content related to its themes. Pin From A Promise to Protect (LI) Board
  11. 11. GENWORTH’S PINTEREST BOARDS 11 GENWORTH  Themed names focus on each of Genworth’s product lines and give Genworth opportunities to pin popular content like holiday recipes and tips for teaching children about finance: o A Promise To Protect (LI) o A Promise To Prepare (LTC) o A Promise To Retire (Annuities) o A Promise To Own A Home (MI) o A Promise To Tell Our Story o A Promise To Be A Caregiver o A Promise To Take A Step o A Promise To Give Back o A Promise Be Financially Responsible o A Promise To Give Thanks o A Promise To Celebrate The Holidays o A Promise To Teach The Next Generation Pin From A Promise to Protect (LI) Board
  12. 12. PINTEREST PAGE REVIEWS NATIONWIDE 12 NATIONWIDE PINTEREST STATS Followers: 155 Boards: 17 Pins: 297 Visit: pinterest.com/nationwide/ *As of 1/31/2014
  13. 13. VISIBILITY AND PROMOTION 13 NATIONWIDE  Pinterest page not easily accessible from the Nationwide website.  Missed opportunities to drive traffic: o Nationwide’s public site footer promotes Facebook, Twitter, Google Plus, YouTube and Flickr – but no Pinterest icon. o No Pinterest promotion in public Newsroom page. Nationwide Public Site Footer
  14. 14. CONTENT 14 NATIONWIDE  Nationwide’s Pinterest presence focuses on consumer education. It includes original images leading to product information as well as images with simple safety tips—like don’t run a space heater when you’re not home.  Unlike Genworth and Northwestern Mutual, Nationwide pins a lot of original infographics. Nationwide’s We Love Infographics Board
  15. 15. NATIONWIDE’S PINTEREST BOARDS  Nationwide uses consistent, straightforward themes in titling their insurance boards: o Protecting Your Home o Protecting Your Ride o Protecting Your Finances o Protecting Your Pets o Protecting Your Business o Protecting Your Farm o Protecting You and Your Family 15 NATIONWIDE Protecting You and Your Family Board Pin: Links to Life Insurance Article
  16. 16. NATIONWIDE’S PINTEREST BOARDS  Nationwide also actively promotes philanthropic activities and sponsorships: o We Love Nascar o We Love Our Partners and Sponsors o We Love Helping Others o We Love Nationwide Children’s Hospital o We Love the Columbus Zoo and Aquarium o We Love Our Community o Catastrophe Relief 16 NATIONWIDE Pin From We Love Nationwide Children’s Hospital Board
  17. 17. PINTEREST PAGE REVIEWS NORTHWESTERN MUTUA 17 NORTHWESTERN MUTUAL PINTEREST STATS Followers: 109 Boards: 8 Pins: 69 Visit: pinterest.com/nwmutual/ *As of 1/31/2014
  18. 18. VISIBILITY AND PROMOTION 18 NORTHWESTERNMUTUAL  Link to Pinterest page is included in footer of main public site along with other social media icons. Northwestern Mutual’s Public Site Footer
  19. 19. CONTENT  Northwestern Mutual’s Pinterest board themes draw upon the firm’s history, advertising and partnerships.  The newest board targets Millennials, offering them financial advice: 19 NORTHWESTERNMUTUAL Northwestern Mutual’s Money Tips for Millennials Board
  20. 20. NORTHWESTERN MUTUAL’S PINTEREST BOARDS  In addition to targeting Millennials, Northwestern Mutual uses hashtags and quotes to engage younger users: o Proud History ─ Uses the popular hashtag #ThrowbackThursdays ─ Images link back to Our Company page on public website o Inspiration Board ─ Famous quotes related to life insurance ─ Caters to Pinterest trends o Did You Know? ─ Largest board, featuring 36 pins focusing on financial facts 20 NORTHWESTERNMUTUAL #ThrowbackThursday Pin From Proud History Board
  21. 21. NORTHWESTERN MUTUAL’S PINTEREST BOARDS  Northwestern Mutual’s Pinterest educates users on its company’s history and highlights company’s sponsorship efforts: o Fight Childhood Cancer ─ Emphasizes Northwestern Mutual’s philanthropic commitment to combating pediatric cancer o A Winning Partnership ─ NCAA sponsorship o Build Your Financial Security 21 NORTHWESTERNMUTUAL Pin From Fight Childhood Cancer Board Pin From A Winning Partnership Board: Link to NCAA Bracket Contest
  22. 22. FIVE PINTEREST TIPS FOR LIFE INSURERS 22
  23. 23. FIVE PINTEREST TIPS FOR LIFE INSURERS 23 FIVETIPSFORLIFEINSURERS #1 Target specific audiences like women, families or millennials. Women are particularly key because they make up the majority of Pinterest users and are a demographic that the Life Insurance industry needs to reach more effectively. #2 Maintain consistent engagement by pinning new or repurposed content regularly. #3 Attract new visitors to Pinterest page by linking from homepage, site footer and other visible sections of the public website. #4 Incorporate television and print advertisements. #5 Draw upon current Pinterest trends to optimize reach.
  24. 24. CORPORATE INSIGHT THOUGHT LEADERSHIP 24 Social Media Trends: Annuity and Life Insurance This presentation analyzes the current social media initiatives and promotions undertaken by leading insurers, highlights key social media findings and trends across the insurance industry, and offer tips for insurers looking to bolster their social presence. Facebook Marketing Campaigns - Social Media Initiatives in the Insurance Industry This slide deck highlights some of the engaging Facebook marketing campaigns initiated by P&C Insurance Monitor firms this year and offers a few Facebook marketing tips for insurers. User Insights Vol. 2 - Comparing the Desktop and Tablet Banking Experience This usability study provides insights into how mobile applications match up against traditional website interfaces, both in terms of usability and functionality for five leading banks. Asset Management and Social Media: A Guide to Social Marketing This guide looks at how asset management firms use popular social media platforms such as LinkedIn, Twitter, Facebook, YouTube and Google+ to connect directly with investors and financial advisors. Also available as a slide deck. Tablet-Friendly Web Design: Best Practices for Financial Services The study examines the tablet-friendly website features provided by four leading firms across financial services and provides recommendations for financial services firms building tablet- optimized websites.

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