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THE NEW COMMUNICATIONS PARADIGM IN 
FINANCIAL SERVICES 
THE PENN MUTUAL CASE STUDY
The New Communications Paradigm 
• Founded in 1847 
• Mutually-owned (non-public) life insurance company 
• $100 billion o...
The Challenge: Expanding & Engaging the Audience 
Average age of a 
financial advisor: 
57 
Median age of 
American worker...
The Challenge: Expanding & Engaging the Audience 
…but hold only 
8% of positions 
in the financial 
services 
Minorities ...
The Challenge 
How to stay relevant in a changing demographic market 
“Once baby boomers retire, it’s a 10 
year ticking t...
The New Communications Paradigm 
Rob Bonsall, Associate VP for Interactive Marketing 
• 17 years at Penn Mutual 
• Respons...
The Solution 
Change the narrative 
Using the new communications paradigm 
7
Changing the Conversation 
8 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complianc...
Changing the Conversation 
The 
Narrative 
9 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narr...
The Narrative 
Myth Reality 
10 
Annuities are bad 
Millennials don’t want to sell 
life insurance 
Millennials don’t valu...
Changing the Conversation 
11 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
Changing the Conversation 
12 
Media 
Relations 
Press 
Releases 
Content 
Publicity 
Corporate 
Narrative 
Compliance 
Bl...
The Penn Mutual Case Study 
The Blogging Imperative 
• Houses the narrative 
• Drives your story 
• Showcases subject matt...
Changing the Conversation 
15 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
Changing the Conversation 
Media 
Relations 
16 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
The Penn Mutual Case Study: Media Coverage 
17
Changing the Conversation 
18 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
Changing the Conversation 
Press 
Releases 
19 
Media 
Relations 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
The Penn Mutual Case Study: Press Releases 
• Amplifies story telling and amplifies narrative 
20
Changing the Conversation 
21 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
Changing the Conversation 
Social 
Streams 
22 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Na...
The Penn Mutual Case Study: Social Stream 
23 
• The proportion of 
ultra high net 
worth individuals 
using LinkedIn has ...
The Penn Mutual Case Study: Social Stream 
24
Changing the Conversation 
25 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
Changing the Conversation 
Compliance 
26 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrati...
The Penn Mutual Case Study: Compliance 
• Managing Compliance: Penn Mutual wanted to roll out a successful social 
busines...
The Penn Mutual Case Study: Social Stream 
28
Changing the Conversation 
29 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Complian...
Changing the Conversation 
Content 
Publicity 
30 
Media 
Relations 
Press 
Releases 
Blog 
Corporate 
Narrative 
Complian...
The Penn Mutual Case Study: Content Publicity 
31
Summary: The Problem 
32
Summary: The Solution 
33 
Media 
Relations 
Press 
Releases 
Blog 
Content 
Publicity 
Corporate 
Narrative 
Compliance 
...
Questions? 
34
The New Communications Paradigm in Financial Services: The Penn Mutual Case Study - BDI 10/16 Financial Services Social Bu...
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The New Communications Paradigm in Financial Services: The Penn Mutual Case Study - BDI 10/16 Financial Services Social Business Leadership Forum

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Presentation: The New Communications Paradigm in Financial Services: The Penn Mutual Case Study
Presented by: Joe Anthony, President, Financial Services, GregoryFCA
Join Gregory FCA and The Penn Mutual Life Insurance Company as they present a blueprint for creating a best practice communications platform in a highly socialized, networked world. Penn Mutual provides a compelling blueprint for optimizing communication among media channels, both old and new. Their success serves as a shining case study for how long-term players in financial services can benefit from all that the new paradigm offers in communications, and now offers to financial service organizations.

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The New Communications Paradigm in Financial Services: The Penn Mutual Case Study - BDI 10/16 Financial Services Social Business Leadership Forum

  1. 1. THE NEW COMMUNICATIONS PARADIGM IN FINANCIAL SERVICES THE PENN MUTUAL CASE STUDY
  2. 2. The New Communications Paradigm • Founded in 1847 • Mutually-owned (non-public) life insurance company • $100 billion of life insurance in force • Not a B2C company • Leveraging life insurance agents, financial advisors and brokers to distribute its life and annuity products • Distribution through internal “career” agents as well as independent advisors 2
  3. 3. The Challenge: Expanding & Engaging the Audience Average age of a financial advisor: 57 Median age of American worker: 37 Women control 51.3% of U.S. wealth… …but account for only 13% of advisor/broker workforce 3
  4. 4. The Challenge: Expanding & Engaging the Audience …but hold only 8% of positions in the financial services Minorities represent 37% of the country’s population… 4
  5. 5. The Challenge How to stay relevant in a changing demographic market “Once baby boomers retire, it’s a 10 year ticking time bomb to the abyss.” 5
  6. 6. The New Communications Paradigm Rob Bonsall, Associate VP for Interactive Marketing • 17 years at Penn Mutual • Responsible for the life insurer’s social media and broader 6 digital presence
  7. 7. The Solution Change the narrative Using the new communications paradigm 7
  8. 8. Changing the Conversation 8 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  9. 9. Changing the Conversation The Narrative 9 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  10. 10. The Narrative Myth Reality 10 Annuities are bad Millennials don’t want to sell life insurance Millennials don’t value or buy life insurance Life insurance is all about death Not a female and family friendly industry Useful tool to help solve for retirement income conundrum Rare opportunity to beat parent’s standard of living Best time to buy life insurance is in your 20s and 30s It’s about life’s possibilities Flexible hours; real earning opportunity; better at empathizing with family needs
  11. 11. Changing the Conversation 11 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  12. 12. Changing the Conversation 12 Media Relations Press Releases Content Publicity Corporate Narrative Compliance Blog
  13. 13. The Penn Mutual Case Study The Blogging Imperative • Houses the narrative • Drives your story • Showcases subject matter expertise • Powers social media streams • Allows for messaging monitoring and tracking 13 The Blogconomy: Blogging Stats 77% of internet users read blogs 81% of U.S. consumers trust advice and information from blogs 60% of consumers view a company more positively after reading it’s blog Companies who blog receive 97% more inbound traffic The majority of bloggers are women Source: Socialmediatoday.com
  14. 14. Changing the Conversation 15 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  15. 15. Changing the Conversation Media Relations 16 Press Releases Blog Content Publicity Corporate Narrative Compliance
  16. 16. The Penn Mutual Case Study: Media Coverage 17
  17. 17. Changing the Conversation 18 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  18. 18. Changing the Conversation Press Releases 19 Media Relations Blog Content Publicity Corporate Narrative Compliance
  19. 19. The Penn Mutual Case Study: Press Releases • Amplifies story telling and amplifies narrative 20
  20. 20. Changing the Conversation 21 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  21. 21. Changing the Conversation Social Streams 22 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  22. 22. The Penn Mutual Case Study: Social Stream 23 • The proportion of ultra high net worth individuals using LinkedIn has increased nearly 20% since 2010 • Within this group, 70% said they have shifted investments or begun their relationships with investment providers due to information derived from social media
  23. 23. The Penn Mutual Case Study: Social Stream 24
  24. 24. Changing the Conversation 25 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  25. 25. Changing the Conversation Compliance 26 Media Relations Press Releases Blog Content Publicity Corporate Narrative
  26. 26. The Penn Mutual Case Study: Compliance • Managing Compliance: Penn Mutual wanted to roll out a successful social business program at scale, while meeting compliance requirements. • Both corporate and advisor tweets are created daily, by 10 AM, in partnership with Penn Mutual’s compliance team, and are returned by end-of-day for next day availability. 27
  27. 27. The Penn Mutual Case Study: Social Stream 28
  28. 28. Changing the Conversation 29 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance
  29. 29. Changing the Conversation Content Publicity 30 Media Relations Press Releases Blog Corporate Narrative Compliance
  30. 30. The Penn Mutual Case Study: Content Publicity 31
  31. 31. Summary: The Problem 32
  32. 32. Summary: The Solution 33 Media Relations Press Releases Blog Content Publicity Corporate Narrative Compliance The New Communications Paradigm
  33. 33. Questions? 34

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