|[January 03, 2013]
Financial Services and Social Media: Just Try It
ST. PAUL, Minn. --(Business Wire)--
Financial services companies are in a social media quandary. There are
many obstacles to using these channels effectively, the biggest being
regulatory limits on what can be said to whom. And then there's the lack
of clarity as to what topics social media users will find interesting
enough to follow.
Securian Financial Group decided to stop worrying and forge ahead with a
social media pilot program.
"We knew that if we waited for ideal conditions to launch a social media
campaign we'd fall behind the curve," said Angela
Schema, manager, Communications. "So we picked a topic, 'Long-term
goals need a long-term partner,' that was both representative of our
brand and comfortable for our compliance department. We hired a small
crew, walked to a local park and conducted spontaneous interviews."
The interviews became a series of four videos that supported that
company's brand proposition of financial security for the long run. Each
of the videos, posted on Securian's
YouTube channel, featured people (and pets) from all walks of life
sharing their views on personal goals, financial strategies, debt,
retirement savings and more. In November, Securian posted one video per
week and promoted the series on the corporate Facebook
pages. They kept track of the number of followers, subscribers, likes
and views on each medium.
The campaign objectives were:
1. Increase Facebook "Likes" by 25 percent
2. Increase Twitter (News - Alert)
followers by 15 percent
3. Build brand recognition for Securian
Promote Securian's commitment to helping people reach their long-term
The measurable goals were exceeded. Facebook likes rose 27 percent to
571 and Twitter followers increased by 19 percent to 191. While these
numbers are not large, Schema (News - Alert) says the experiment was a success on
"Finding a way to be both creative and compliant with social media was a
win," says Schema. "Even better, our results show that our long-term
value proposition is resonating and we can build a social media
community around our brand."
Since 1880, Securian
Financial Group and its affiliates have provided financial security
for individuals and businesses in the form of insurance, investments and
retirement plans. Now one of the nation's largest financial services
providers, it is the holding company parent of a group of companies that
Life Insurance Company and Securian
Life Insurance Company, a New York admitted insurer.
DOFU - 01-2013
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