This presentation is based on social media research from two of our insurance-focused Monitor Services: Annuity Monitor and Life Insurance Monitor. The reports analyze the current social media initiatives and promotions undertaken by leading insurers covered by Corporate Insight. Inside, we highlight key social media findings and trends across the insurance industry and offer tips for insurers looking to bolster their social presence.

1. COPYRIGHT 2013 CORPORATE INSIGHT, INC.
SOCIAL MEDIA TRENDS
ANNUITY AND LIFE INSURANCE
AUTHORS: ANDREW WAY & JOSE SANTANA
PUBLISHED: OCTOBER 2013

2. TABLE OF CONTENTS
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 Introduction
 Social Media Trends
o Big Gains in Facebook and Twitter Following
o Customer Feedback is Addressed
o Insurers Actively Engage Fans
o Interactive Resources on Facebook Pages Vary
o Access to Social Media Pages From Public Site is Standard Practice
o Product Education and Promotion Popular on Insurer Social Media Pages
 Four Social Media Tips for Insurers
 Corporate Insight Thought Leadership
 About Corporate Insight

3. INTRODUCTION
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4. 4
INTRODUCTION BACKGROUND
This presentation is based on social
media research from two of our
insurance-focused Monitor
Services: Annuity Monitor and Life
Insurance Monitor. The reports
analyze the current social media
initiatives and promotions
undertaken by leading insurers
covered by Corporate Insight.
Inside, we highlight key social media
findings and trends across the
insurance industry and offer tips for
insurers looking to bolster their
social presence.

5. ROLE IN THE INSURANCE INDUSTRY
Over the past decade, social media
has drastically altered the landscape
of communication, both personally
and professionally.
Banks, credit card issuers and
brokerages were the earliest
adopters of social media in financial
services. However, many annuity
issuers and life insurers are now
taking advantage of the marketing
and branding benefits of having a
strong social media presence.
As new social media platforms are
introduced, it is important that
financial services firms stay ahead of
the curve while also placing an
emphasis on compliance.
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INTRODUCTION

6. FIRMS COVEREDINTRODUCTION
Below is a list of the firms we track on a daily basis for our Annuity Monitor
and Life Insurance Monitor research services:
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7. SOCIAL MEDIA TRENDS
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8. BIG GAINS IN FACEBOOK AND TWITTER FOLLOWING
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SOCIALMEDIATRENDS
 Facebook
o 42% of firms at least doubled their Facebook fans over the last year. Liberty
Mutual saw the largest increase in that time, adding over 800,00 fans.
 Twitter
o 29% of firms at least doubled their amount of Twitter followers over the course
of the last year. John Hancock saw the largest follower growth in that time.
Twitter Follower Increase: Top Firms
Firm 2012 2013 % Increase
1. John Hancock 7,277 29,590 306.6%
2. ING 553 1,811 227.5%
3. Lincoln Financial 434 1,224 182.0%
4. New York Life 33,788 77,950 130.7%
5. Pacific Life 256 590 130.5%
Facebook “Likes” Increase: Top Firms
Firm 2012 2013 % Increase
1. Liberty Mutual 41,247 854,583 1,971.9%
2. Transamerica 14,775 88,831 501.2%
3. Lincoln Financial 2,525 9,087 259.5%
4. Nationwide 16,248 44,498 173.9%
5. Gensworth Financial 32,886 89,180 171.2%

9. CUSTOMER FEEDBACK IS ADDRESSED
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SOCIALMEDIATRENDS
 Over 70% of insurance firms covered within the Social Media reports enable
users to post comments directly to the firms’ Facebook pages.
o The remaining firms limit users to commenting only on posts by the firm.
 Every firm responds to user feedback on both Twitter or Facebook; however,
the degree of interaction varies.
o Liberty Mutual, MetLife and USAA standout providing appropriate user feedback,
both positive and negative, in an efficient and conclusive manner.
USAA Facebook Page Feedback

10. INSURERS ACTIVELY ENGAGE FANS
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SOCIALMEDIATRENDS
 71% of insurers engage fans on
social media, especially
Facebook, through polls,
quizzes and discussions that
solicit feedback.
o All firms post open-ended
discussions on Facebook to
further the level of user
engagement.
 Some insurers offer Facebook
contests and sweepstakes that
are exclusive to followers:
o Transamerica’s Solheim Cup
Sweepstakes
o Northwestern Mutual’s NCAA
Men’s College World Series
Bracket Contest
o Liberty Mutual’s Walt Disney
World Resort Sweepstakes
Transamerica Facebook Contest – Solheim Cup Sweepstakes

11. INTERACTIVE RESOURCES ON FACEBOOK PAGES VARY
 Life insurance needs tools,
retirement planning calculators
and product-specific games are
the most commonly offered
resources on Facebook pages.
o Less than 1/3 of all firms
provide such resources on their
social media pages.
 39% offer financial professional
locator tools via Facebook.
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SOCIALMEDIATRENDS
New York Life Facebook Page – Planning Tools

12. ACCESS TO SOCIAL MEDIA PAGES FROM PUBLIC SITE IS
STANDARD PRACTICE
 All firms provide access to social media pages from their public websites.
Best practices include:
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SOCIALMEDIATRENDS
Allianz Life Public Site Social Media Page
o Homepage quicklinks.
o Static footer or header icons.
o Public site page or section
solely dedicated to the firm’s
social media offerings.
o Homepage promotional
imagery.

13. PRODUCT EDUCATION AND PROMOTION POPULAR ON
INSURER SOCIAL MEDIA PAGES
 The vast majority of insurers we research effectively utilize Facebook, Twitter
and YouTube to promote products and services:
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SOCIALMEDIATRENDS
Genworth’s Product Education YouTube Video
o 94% offer product-related content on
Facebook.
o 81% offer product-related content on
Twitter.
o 45% offer product-focused videos on
YouTube.
Official MetLife Facebook Page
New York Life Tweet

14. FOUR SOCIAL MEDIA TIPS FOR INSURERS
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15. TIP #1: COMMUNICATE IN A MANNER APPROPRIATE TO
THE SOCIAL CHANNEL AND INDUSTRY
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FOURSOCIALMEDIATIPSFORINSURERS
 To achieve a personal connection with the audience, firms must use an
appropriate tone.
o Tone should vary from one social network to another.
o Tone should also vary from one account to another on the same social network.
─ Informal, flippant comments may be appropriate for mascot accounts or accounts geared
towards younger generation.
─ Customer service accounts should be more formal.
 Volume of communication is also important.
o Twitter users typically have a higher tolerance level for a larger volume of posts
than Facebook users.

16. TIP #2: RESPOND TO USERS’ QUESTIONS & CONCERNS
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FOURSOCIALMEDIATIPSFORINSURERS
 Customers increasingly looking
towards social media for customer
assistance.
o Alternative to cumbersome automated
systems.
o May inadvertently help other users
with similar problems.
 Regulatory concerns are an issue.
o Public forums such as social media not
appropriate for addressing specific
policy questions.
─ Provide customers with appropriate
information needed to discuss the
issue in a more private manner.
Liberty Mutual Twitter Customer Interaction

17. TIP #3: BALANCE INFORMATION USERS WANT WITH
INFORMATION THE FIRM WANTS TO DELIVER
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FOURSOCIALMEDIATIPSFORINSURERS
 Biggest factor in success of any social media strategy is the content provided
and level of engagement obtained.
 Consider these ideas to help make social media posts more interesting to a
broad range of users:
o Utilize pictures, audio components and videos to deliver message.
o Leverage current events and holidays to provide context to posts.
o Pose questions and polls to get users thinking about topics.
o Do not excessively self-promote.
o Integrate themed sales campaigns and contests into promotions.

18. TIP #4: INCORPORATE SOCIAL MEDIA FEATURES INTO
PUBLIC WEBSITE
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FOURSOCIALMEDIATIPSFORINSURERS
 Incorporate ratings, comments and sharing capabilities into public site pages.
o Enable users to “share” public site pages across social media platforms.
 These tools can empower clients to become advocates of the firm and the
content provided.
o Can also help firms understand what content users deem the most helpful by the
number of shares pages are obtaining.
Nationwide Public Site – Social Media Sharing Capabilities

19. CORPORATE INSIGHT THOUGHT LEADERSHIP
19
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optimized websites.
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investing. This study will focus on each idea, analyze compares them to what established financial
institutions offer and examine the potential impact on the industry. Download the study preview!
Facebook Marketing Campaigns - Social Media Initiatives in the Insurance Industry
This slide deck highlights some of the engaging Facebook marketing campaigns initiated by P&C
Insurance Monitor firms this year and offers a few Facebook marketing tips for insurers.
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This slide deck includes commentary on mobile developments, key takeaways for financial services
firms and thoughts on what’s next for mobile finance.
Electronic Delivery: Key Trends Across the Insurance Industry
This slide deck highlight some key findings and trends from the Annuity Monitor, Life Insurance
Monitor and P&C Insurance Monitor reports that focused on electronic delivery and offers a few tips
for insurers looking to improve their electronic delivery services.

20. ABOUT CORPORATE INSIGHT
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nation’s leading financial
institutions. For over 20 years, the firm has tracked technological developments in the financial services industry,
identifying best practices in online banking and investing, online insurance, mobile finance, active trading platforms,
social media and other emerging areas. There are no assumptions in Corporate Insight’s work – we use live accounts
at all of the firms we research, providing our clients with unparalleled, unbiased intelligence on the competition.
Corporate Insight welcomes the opportunity to speak with the media. If you are interested in citing our research or
would like to schedule an interview with one of our analysts, please contact Joshua Grandy, Director of Public
Relations, at 646-876-7524 or pr@corporateinsight.com.
ANDREW WAY
Senior Research Associate
212-832-2002 x-136
away@corporateinsight.com
JOSE SANTANA
Research Associate
212-832-2002 x-144
jsantana@corporateinsight.com
Media and PR Inquiries
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