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


                   Gregg Weiss, AVP Social Media
             @greggweiss | gregory.weiss@newyorklife.com
Stuff you know already…
Social Media has been around for a while.
What’s changed is the medium…
…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
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
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
Some of our recent campaigns…
Big East Live Tweeting (3/10)




                                17
Halloween Safety Tips (10/10)
Thanksgiving Food-Off (11/10)
New York Life Protection Index (12/10-1/11)
Romance-O-Meter (2/11)
Retirement Planning Q&A (2/11)
Planning Tools (3/11)
Game of Life Sweepstakes (4/11)




                                  24
Foundational Elements of our Program
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!
Social Media Listening




                         27
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
Questions?




             30

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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
  • 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 14
  • 15.
  • 16. Some of our recent campaigns…
  • 17. Big East Live Tweeting (3/10) 17
  • 20. New York Life Protection Index (12/10-1/11)
  • 24. Game of Life Sweepstakes (4/11) 24
  • 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 29