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Gregg Weiss, New York Life Presentation - BDI 4/14/11 Financial Services Social Communications Leadership Forum
1. How New York Life is Driving Interaction, Engagement, and
Relevance Via Social Media
Gregg Weiss, AVP Social Media
@greggweiss | gregory.weiss@newyorklife.com
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
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!
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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