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$250K

Jackson Social Media Strategy

SocialCloutSuzanne Bonifaz & Rob Flores

Executive Summary• Company Summary

• Key Features

• SWOT

• Market Analysis

• Target Market

• Persona Development

• Competitor Analysis

• Social Media Strategy

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Company Summary

Key Features

• Investment Philosophy

• Industry leader – Financial Strength Ratings

• Retail Sales

• Six Principles

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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

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Market Analysis• Target Markets

• Financial advisors and representatives

• Existing Jackson clients

• Secondary Market• Prospective clients

• Individuals with financial planning interest

“

”

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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

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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

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Best Practices

Unique, Favorable, Strong

sense of purpose #Jackson

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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

Implementation

Requirements• Industry Regulations

• Software Recommendations

• Training

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Industry Regulations• SEC & FINRA

• FINRA – Regulatory Notice 10-06

• FINRA - Regulatory Notice 11-39

• Recent changes

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Software Recommendations

• 3 Main Areas of Focus

• Supervision

• Track & Monitor

• Archive & Recordkeeping

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Training• Create social media policy

• Separate & company-wide

• Training

• Tools – Seminar & Programs

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Jackson and Social Media

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Target Market………………….Understand

Persona……………………………….Live

Outlets…………………………Familiarity

Tools……………………………….Utilize

Rules………………………………Follow

Best Practices…………………...Be

Jackson

Thank you.

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SocialClout legalese register

trademark language

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