Presentation: The New Communications Paradigm in Financial Services: The Penn Mutual Case Study
Presented by: Kim Harmsen, Associate Vice President, Gregory FCA & Greg Matusky, President and Founder, 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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Similar a The New Communications Paradigm in Financial Services: The Penn Mutual Case Study - BDI 11/06 The Future of Financial Services Communications Summit
Similar a The New Communications Paradigm in Financial Services: The Penn Mutual Case Study - BDI 11/06 The Future of Financial Services Communications Summit (20)
3. 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
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4. 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
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5. The Challenge: Expanding & Engaging the Audience
…but hold only
8% of positions
in the financial
services
Minorities
represent 37% of
the country’s
population…
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6. 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.”
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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
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Useful tool to help solve for
retirement income problem
Rare opportunity to beat
parents’ 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
• Showcases subject matter
expertise
• Powers social media streams
• Allows for messaging
monitoring and tracking
• Drives your story
• Generates SEO
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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 its blog
Companies who blog receive
97% more inbound traffic
The majority of bloggers are
women
Source: Socialmediatoday.com
14.
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
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
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21. Changing the Conversation
21
Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance
22. Changing the Conversation
Social
Streams
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Media
Relations
Press
Releases
Blog
Content
Publicity
Corporate
Narrative
Compliance
23. The Penn Mutual Case Study: Social Streams
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• 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
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.
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