2nd Final Jackson Social Clout
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Transcript of 2nd Final Jackson Social Clout
Executive Summary• Company Summary
• Key Features
• SWOT
• Market Analysis
• Target Market
• Persona Development
• Competitor Analysis
• Social Media Strategy
SocialClout
Company Summary
Key Features
• Investment Philosophy
• Industry leader – Financial Strength Ratings
• Retail Sales
• Six Principles
SocialClout
SWOT Analysis
Industry Leader
#1 – Variable Annuities Brand
No social media presence
Low Brand Awareness
Baby boomer demographic
Access to younger demographic
Competitor social media presence
SEC/FINRA Regulations
S W
O T
SocialClout
Market Analysis• Target Markets
• Financial advisors and representatives
• Existing Jackson clients
• Secondary Market• Prospective clients
• Individuals with financial planning interest
“
”
SocialClout
Persona• Existing clients
• Use of existing knowledge
• Research from:
Demographic Data
Behavioral observation
• Representatives• Enrich current relationships
• Utilize Social Media tools
One-to-one meetings
Improved real-time connection
SocialClout
Competitive Analysis
Photos
Disclosure
Engagement
Transparency
Quick
response
Clear
description
Mission,
products and
services
Contact
information
Scheduled
advising time
Quick follow
up
Description in
plain English
Ample Contact
information
Non-active None
Conversational
2 Handles
None None
Detailed
availability
schedule
Clear purpose
for account
None
Strategy
Tools
Networks
Tabs:
About
Co. Info.
Rules
Tweeting
Tools:
#, @, RT, FF
Traditional
v.
Social
Events !!
Q&A
Tips
Literature
Best PracticesPassion for social media
Ability to innovate and adapt easily to change
Empathetic mindset and service-oriented attitude
Ability to educate and influence at all levels of the organization
Intellectual curiosity and a strong sense of what’s newsworthy
Sense of humor and creativityEach social media outlet should reinforce the effect of each other
Grammar should receive the upmost attention and never be neglected
Delete crass or inappropriate posts from the Jackson wall and message board
Persona and consistency is huge
It is sometimes ok to use trendy or tech talk when it is appropriate
Maintain the highest level of transparency as possible
There should be no question as to whether a company has deleted negative posts or
It should not appear that internal administrators create exaggerated and fabricated positive posts
Quotes drive 54% more tweets and
Photo posts receive 58% more impressions.
Establish a consistent attitude behind social media messages, posts, and tweets (it should seem that the
same person is administering it all)
Maintain a likable and respectable
reputation SocialClout
Best Practices
Unique, Favorable, Strong
sense of purpose #Jackson
SocialClout
Jackson National @JacksonNational
11 minutes ago
Metrics & Analysis
• Social Media approach
• Engagement/Awareness
• Favorability/Equity
• Tangible
• Acquisitions
• Conversion rates
• Lead generation
• Target market ROI
• Maintain/cultivate existing
relationships
• Secondary market ROI
• Sales Funnel approach
• Metric Tools
Industry Regulations• SEC & FINRA
• FINRA – Regulatory Notice 10-06
• FINRA - Regulatory Notice 11-39
• Recent changes
SocialClout
Software Recommendations
• 3 Main Areas of Focus
• Supervision
• Track & Monitor
• Archive & Recordkeeping
SocialClout
Training• Create social media policy
• Separate & company-wide
• Training
• Tools – Seminar & Programs
SocialClout
Jackson and Social Media
SocialClout
Target Market………………….Understand
Persona……………………………….Live
Outlets…………………………Familiarity
Tools……………………………….Utilize
Rules………………………………Follow
Best Practices…………………...Be
Jackson