SMCC deck by S. Bonifaz and R. Flores

1. 140 characters
=
$250K

2. Jackson Social Media Strategy
SocialClout
Suzanne Bonifaz & Rob Flores

3. Executive Summary
• Company Summary
• Key Features
• SWOT
• Market Analysis
• Target Market
• Persona Development
• Competitor Analysis
• Social Media Strategy
SocialClout

4. Company Summary
Key Features
• Investment Philosophy
• Industry leader – Financial Strength Ratings
• Retail Sales
• Six Principles
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5. SWOT Analysis
Industry Leader
No social media presence
#1 – Variable Annuities
Brand Low Brand Awareness
S W
O T
Baby boomer
demographic Competitor social media
presence
Access to younger
demographic SEC/FINRA Regulations
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6. Market Analysis
• Target Markets
“
• Financial advisors and representatives
• Existing Jackson clients
• Secondary Market
• Prospective clients
• Individuals with financial planning interest
”
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7. Persona
• Existing clients
• Use of existing knowledge
• Research from:
 Demographic Data
 Behavioral observation
• Representatives
• Enrich current relationships
• Utilize Social Media tools
 One-to-one meetings
 Improved real-time connection
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8. Competitive Analysis
Photos Clear Description in Non-active None
Disclosure description plain English
Engagement Mission,
Transparency products and Ample Contact
Quick services information
response Contact
information
Scheduled
advising time
Quick follow
up
Detailed None
Conversational None None availability
2 Handles schedule
Clear purpose

9. Strategy
Traditional
v.
Social
Tools Tweeting Tabs: Events !!
Networks Tools: About Q&A
#, @, RT, FF Co. Info. Tips
Rules Literature

10. Best Practices
Passion for social media
Ability to innovate and adapt easily to change
Empathetic mindset and service-oriented attitude
Ability to educate and influence at all levels of the organization
Intellectual curiosity and a strong sense of what’s newsworthy
Sense of humor and creativity
Each social media outlet should reinforce the effect of each other
Grammar should receive the upmost attention and never be neglected
Delete crass or inappropriate posts from the Jackson wall and message board
Persona and consistency is huge
It is sometimes ok to use trendy or tech talk when it is appropriate
Maintain the highest level of transparency as possible
There should be no question as to whether a company has deleted negative posts or
It should not appear that internal administrators create exaggerated and fabricated positive posts
Quotes drive 54% more tweets and
Photo posts receive 58% more impressions.
Establish a consistent attitude behind social media messages, posts, and tweets (it should seem that the
same person is administering it all)
Maintain a likable and respectable
reputation SocialClout

11. Best Practices
Jackson National @JacksonNational
Unique, Favorable, Strong
sense of purpose #Jackson
11 minutes ago
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12. Metrics & Analysis
• Social Media approach • Metric Tools
• Engagement/Awareness
• Favorability/Equity
• Tangible
• Acquisitions
• Conversion rates
• Lead generation
• Target market ROI
• Maintain/cultivate existing
relationships
• Secondary market ROI
• Sales Funnel approach

13. Implementation
Requirements
• Industry Regulations
• Software Recommendations
• Training
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14. Industry Regulations
• SEC & FINRA
• FINRA – Regulatory Notice 10-06
• FINRA - Regulatory Notice 11-39
• Recent changes
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15. Software Recommendations
• 3 Main Areas of Focus
• Supervision
• Track & Monitor
• Archive & Recordkeeping
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16. Training
• Create social media policy
• Separate & company-wide
• Training
• Tools – Seminar & Programs
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17. Jackson and Social Media
Target Market………………….Understand
Persona……………………………….Live
Outlets…………………………Familiarity
Tools……………………………….Utilize
Rules………………………………Follow
Best Practices…………………...Be
Jackson
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18. Thank you.
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19. SocialClout legalese register
trademark language
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