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

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Business Development Institute

Presentation by: Gregory Weiss, AVP, Social Media, New York Life Insurance Company www.bdionline.com

Business

How New York Life is Driving Interaction, Engagement, and
Relevance Via Social Media

Gregg Weiss, AVP Social Media
@greggweiss | gregory.weiss@newyorklife.com

Social Media has been around for a while.

…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
vs
Now: 1 to many

What does this mean for organizations
such as yours?

An interesting question….

Social Media Life Insurance

Fan/Follower Growth
Facebook Fans Twitter Followers
18,000 1,800
16,000 1,600
14,000 1,400
12,000 1,843% 1,200
10,000 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

New York Life Protection Index (12/10-1/11)

Agent Pilot

•Insurance Agents & Field Recruiters are networkers by trade.
•Our Agent Pilot aims to empower our Agents & Field
Recruiters to use social media for business purposes, in a
compliant way.
We are learning as we go and enhancing the program, but
already are hearing success stories!

Remember: Social Media is not a corporate megaphone.

“Listening and responding are highly under-utilized marketing strategies.”
-American Strategic Management Institute

Content, Content, Content

Sample Good Status Update:

XYZ Insurance Company Do you need insurance? Buy it
Sample 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

New royalty agreement for webcasting & copyright firms: SoundExchange, a nonprofit royalty collecting organization associated with the Recording Industry Association of America (RIAA) agreed this past week to a new deal regarding royalty rates for webcasting. Under the new agreement, large commercial webcasters will pay up to 25% of their revenue to copyright holders – well below the 70% that could have been imposed under an earlier deal. While the deal was initially agreed to by three smaller Internet radio webcasters, Pandora Media, the third largest radio site (according to Alexa), also indicated it would sign on to the agreement. Online Media companies lead financing: Two online media companies – Pandora (Internet Radio) and QuickPlay (Mobile Video) have secured the largest financing transactions thus far in July ($35 million and $12 million respectively). Total capital raised so far in July is $66.1 million through eight transactions, averaging $8.3 million per transaction. June closed with $180 million in financing on 36 transactions. The averages for the months of May (excluding the Facebook transaction) and June were $6.4 million and $4.7 million, respectively. A weak price performance week: The companies in our universe had weak stock price performances over the past week (for stocks with prices greater than $1) (Figure 6), with 30 companies showing negative returns on the week. Gravity (NasdaqGM: GRVY) led the group with a 33% return, while GungHo (3765-OSE) had the worst return, dropping 26.4% in the week.

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The fourth week of April had only a marginal number of capital raises (four) and not enough to push the month above March and February levels. Total financings (month-to-date) were $102.3 million, with February and March closing off at $185.5 mm and $159.5 mm, respectively. As of last week, a total of 16 deals closed, with the $20 million raise by Collective Media and $16 million by GOOM Radio being major contributors. Most of the companies in our universe had positive stock price performances over the past week (for stocks with prices greater than $1), with 22 companies showing positive returns on the week. Modern Times Group Mtg AB (MTG B-OM) led the group with a 27.7% return, while DigitalTown Inc. (DGTW-OTCBB) had the worst return, dropping 21.7% in the week. Two companies had better than 20% price increases last week.

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Month-to-date financings in May totalled $106.6 million; led by the $20 million One Net financing. So far, there have been 18 financings in May, with 10 deals greater than $5 million and only five less than $5 million. There have been two financings greater than $10 million (Cyberplex and One Net), with the capital raises by Imeem and EveryZing close behind at $8.8 million and $8.3 million, respectively. The average value thus far in May is $5.9 million, slightly below the average value for April of $6.5 million on 21 financings. The March average was $6.6 million on 24 financings. Except for two deals (Kaixin001.com and Collective Media), all were below $20 million for the last three months and a total of four deals were greater than or equal to $15 million. *One Net’s $20 million financing is largest deal in May: *One Net announced a $20 million financing last week, the largest deal so far in May. Ten of the 18 deals in the month are equal to or greater than $5 million. For additional details, see Figures 23 and 24 (at end of note). Also note that the spin-off of StumbleUpon from E-bay on a $29 million valuation occurred in May. E-bay had bought StumbleUpon for $75 million. *A strong price performance week: *The companies in our universe had relatively strong stock price performances over the past week (for stocks with prices greater than $1) (Figure 6), with 31 companies showing positive returns on the week. OpenWave Systems (NASDQ:OPWV) led the group with a 49.2% return, while DigitalTown (OTCBB:DGTW) had the worst return, dropping 35.0% in the week.

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