BlogWell Dallas Social Media Case Study: Northwestern Mutual, presented by Neal Linkon

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Transcript of BlogWell Dallas Social Media Case Study: Northwestern Mutual, presented by Neal Linkon

The Northwestern Mutual Life Insurance Company – Milwaukee, WI

Building Engagement & Measuring Results

Neal LinkonAssistant Director, Internet Marketing

Northwestern Mutual

Goals and Results

• Goal: 2x Facebook fans

– Results: 3x Facebook fans

• Goal: Grow referrals back to website

– Results: 2x growth in referrals

Results

• Highly variable based on content and promotion

• Engagement rates as high as 50%

• Share rates as high as 22%

• Click-through rates as high as 11%

Higher Level Results

• Too many social media metrics

• Which ones matter?

• How do we know how we’re doing overall?

Composite Social Media Score

5000

10000

15000

20000

25000

30000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

QUESTIONS?

Neal [email protected]