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.

1. THE NEW COMMUNICATIONS PARADIGM IN
FINANCIAL SERVICES
THE PENN MUTUAL CASE STUDY

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. 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. 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. 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. 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. The Solution
Change the narrative
Using the new communications paradigm
7

8. Changing the Conversation
8
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

9. Changing the Conversation
The
Narrative
9
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

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. Changing the Conversation
11
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

12. Changing the Conversation
12
Media
Relations
Press
Releases
Content
Publicity
Corporate
Narrative
Compliance
Blog

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

15. Changing the Conversation
15
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

16. Changing the Conversation
Media
Relations
16
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

17. The Penn Mutual Case Study: Media Coverage
17

18. Changing the Conversation
18
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

19. Changing the Conversation
Press
Releases
19
Media
Relations
Blog
Content
Publicity
Corporate
Narrative
Compliance

20. The Penn Mutual Case Study: Press Releases
• Amplifies story telling and amplifies narrative
20

21. Changing the Conversation
21
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

22. Changing the Conversation
Social
Streams
22
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

23. 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

24. The Penn Mutual Case Study: Social Stream
24

25. Changing the Conversation
25
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

26. Changing the Conversation
Compliance
26
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative

27. 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

28. The Penn Mutual Case Study: Social Stream
28

29. Changing the Conversation
29
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance

30. Changing the Conversation
Content
Publicity
30
Media
Relations
Press
Releases
Blog
Corporate
Narrative
Compliance

31. The Penn Mutual Case Study: Content Publicity
31

32. Summary: The Problem
32

33. Summary: The Solution
33
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance
The New
Communications
Paradigm

34. Questions?
34