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

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. Stuff you know already…

3. Social Media has been around for a while.

4. What’s changed is the medium…

5. …and the expanded connections this new medium
enables.

6. Anyone has the power to share an opinion.

7. Anyone has the power to Everyone is sharing opinions.

8. Good luck, consumer.
Pre-Social:
1 to 1

9. Good luck, company.
The Age of Social: 1 to many

10. Power To The People
Then: 1 to 1
vs
Now: 1 to many

11. What does this mean for organizations
such as yours?

12. An interesting question….
Social Media Life Insurance

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
evangelism
Key Internal Corporate Internet
Partnerships 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. 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
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16. Some of our recent campaigns…

17. Big East Live Tweeting (3/10)
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18. Halloween Safety Tips (10/10)

19. Thanksgiving Food-Off (11/10)

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

21. Romance-O-Meter (2/11)

22. Retirement Planning Q&A (2/11)

23. Planning Tools (3/11)

24. Game of Life Sweepstakes (4/11)
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25. Foundational Elements of our Program

26. 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!

27. Social Media Listening
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28. Remember: Social Media is not a corporate megaphone.
“Listening and responding are highly under-utilized marketing strategies.”
-American Strategic Management Institute

29. 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
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30. Questions?
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