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Marketing SolutionsPrudential RetirementCase Study Building thought leadership with LinkedIn polls“ With interactive polls, we’re sending a message that Prudential Financial listens to American Challenge workers, and wants to guide conversations about • Reaching retirement plan participants and sponsors their retirement needs. LinkedIn provides the right • Creating conversations about retirement planning combination of social media tools and engaged • Building a reputation as an industry thought leader professional members – which all come together to • Gathering insights in a short timeframe help us reach our thought leadership goals.” Solution Kara Segreto • Created LinkedIn poll Chief Marketing Officer, Prudential Retirement • Targeted retirement plan participants and sponsors • Currently using poll results and comments to guide product development Taking the pulse of retirement plan participants Why LinkedIn? Prudential Retirement, a business unit of Prudential Financial, • Highly engaged, professional membership offers retirement plan solutions for public, private, and nonprofit organizations. In recent years, the financial services • Precise targeting helps businesses reach the right company has focused resources on engaging plan participants audiences and their employers in dialogues about retirement planning. • Interactive features encourage conversations between businesses and members “We’re working to stay closely aligned with the wants and needs of our retirement plan participants, since this Results knowledge helps us create the retirement products they • More than 11,000 poll responses need,” explains Kara Segreto, chief marketing officer for Prudential Retirement. • More than 230 comments from LinkedIn members • Poll feedback improves product development In advance of National Save for Retirement Week, which took • Greater awareness of thought leadership position place in October 2011, Prudential Retirement looked for a new way to gauge current sentiments of people saving for retirement, particularly in the wake of a couple of years of market volatility.