blogwell dallas social media case study: northwestern mutual, presented by neal linkon

Download BlogWell Dallas Social Media Case Study: Northwestern Mutual, presented by Neal Linkon

Post on 15-Jul-2015

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The Greatest Story Yet to be Told

Building Engagement & Measuring ResultsNeal LinkonAssistant Director, Internet MarketingNorthwestern Mutual

The Northwestern Mutual Life Insurance Company Milwaukee, WI

Goals and ResultsGoal: 2x Facebook fansResults: 3x Facebook fansGoal: Grow referrals back to websiteResults: 2x growth in referrals

ResultsHighly variable based on content and promotionEngagement rates as high as 50%Share rates as high as 22%Click-through rates as high as 11%Higher Level ResultsToo many social media metricsWhich ones matter?How do we know how were doing overall?Composite Social Media ScoreQuestions?Neal Linkonneallinkon@northwesternmutual.com