blogwell dallas social media case study: northwestern mutual, presented by neal linkon
TRANSCRIPT
The Northwestern Mutual Life Insurance Company – Milwaukee, WI
Building Engagement & Measuring Results
Neal LinkonAssistant Director, Internet Marketing
Northwestern Mutual
Goals and Results
• Goal: 2x Facebook fans
– Results: 3x Facebook fans
• Goal: Grow referrals back to website
– Results: 2x growth in referrals
Results
• Highly variable based on content and promotion
• Engagement rates as high as 50%
• Share rates as high as 22%
• Click-through rates as high as 11%
Higher Level Results
• Too many social media metrics
• Which ones matter?
• How do we know how we’re doing overall?
Composite Social Media Score
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