Axa In Social Media

AXA in Social Media Sun Life Direct, AXA PPP and AXA Wealth

AXA in Social Media Sun Life Direct Over 50s of low income want to look after their nearest and dearest AXA PPP Wealthier families seeking control over family wellbeing AXA Wealth Independent Financial Advisers want to increase efficiency for faster returns

Current State of Financial Services ,[object Object],[object Object]

AXA PPP and Social MediaSWOT Analysis

Sun Life Direct and Social MediaSWOT Analysis

Sun Life Direct CompetitorsASDA

Sun Life Direct CompetitorsLV=

AXA Wealth and Social MediaSWOT Analysis

What are the challenges for financial services using social media? Why will people want to engage with financial services in their social space? FSA have strict rules on advertising Retail Distribution Review Is the company ready for social media? Company needs to decide on rules of engagement

Sun Life DirectSocial Marketing Campaign Target Audience: Jack and Vera (aged 63)

Sun Life DirectSocial Marketing Campaign Objectives Build an online community Increase awareness of brand message Strengthen trust and loyalty towards brand Increase number of unique visitors to Sun Life Direct website to 100 per month* Key Influencers Personalities e.g. Michael Parkinson *Based on data from Comscore, July 2010

Sowing the Seeds for Future Generations

Engagement Plans Sun Life Direct Community Gardening Project £50,000 awarded for community garden projects across 5 regions of the UK: Communities within these regions compete for £10,000 to convert wasteland/unused council green spots into community gardens Awards based on: Community involvement Cost management Design Originality

Engagement Plans Sun Life Direct Community Gardening Project Target over 50s listing gardening as interest on Facebook to sign up to local community garden networks Encourage “advocates” to manage local community projects Webcasts with personalities taking part leading up to launch Leverage personalities to help chosen communities on press launch Prize for the best community effort: could get to design an entry into the RHS Chelsea Flower Show

How Will this BenefitSun Life Direct? Sun Life Direct Community Gardening Project Inquire/get a quote from Sun Life Direct via Facebook and get free seeds for the garden or window pots Series of webcasts to promote scheme with personalities such as Michael Parkinson, Alan Titchmarsh, Carolyn Spray, Dermot O’Neill, Monty Don and Matthew Wilson on Facebook

Evaluation Key Performance Indicators Radian6 for quantitative measurements: Potential Reach: how many fans and how many friends those fans have Number of Referrals: monitor mentions of Sun Life Direct What percentage of fans are key influencers Unique monthly visitors

Evaluation Key Performance Indicators Radian6 for qualitative measurements: Monitor what influential bloggerssay Share of conversation: is the response positive or negative

AXA Wealth Social Marketing Campaign Enterprising Advisers

AXA Wealth Social Marketing Campaign Objectives: Build an online community Increase number of views of product demo Increase take up of platform by an extra 10 sign ups per month Key Influencers: IFA Life, Money Marketing and Financial Adviser

redefining/connections /connecting you to knowledge RDR New funds /connecting you to people AXA Wealth Executives Financial leaders

Engagement Plans (Knowledge) /connecting you to knowledge: Webinars with prominent IFAs and Business Development Managers AXA Wealth executive blogs and discussions

Engagement Plans (People) /connecting you to people: Charity golf days with AXA Executives and Business Development Managers Invitations to join AXA at some of the top sporting events in the UK

redefining/connections Strategy Linked In: IFAs register their name/company name to participate in any events Twitter: Updates on upcoming events, news and discussions Cross promotion Facebook: Increase the social aspect of campaign with multimedia content Website Blog: Current news and discussion about financial services affecting IFAs, contributions from Execs and prominent IFAs

How Does this Benefit AXA Wealth? Back-links to AXA Wealth webpage on all social media platforms Increased opportunities for platform demos Social events will create a greater understanding of AXA products They will also produce closer relationships with IFAs – of great benefit to IFAs as well as AXA

Evaluation Key Performance Indicators Radian 6 to measure: Potential Reach: how many people featured in brand network and how many connections those people have Share of Conversation: monitor topics such as “AXA charity golf day” and “AXA networking” Strength of Referrals: monitor mentions of “AXA” and “Elevate”

Evaluation Key Performance Indicators Radian6 for qualitative measurements: Monitor influential bloggerssaying Share of conversation: is the response positive or negative

Learning what works and why Brands Must Be Open Criticism is to be expected but react correctly to turn it into a positive message Don’t hide away from criticism and don’t hide criticism Take it when it’s fair, learn from it and prove it Proves that the brand can be trusted to do the right thing for its consumers

Learning what works and why Reward Users for Participation ,[object Object]

Natural lack of warmth towards financial services

Rewards don’t have to have a monetary value

A feeling of worth,[object Object]

Target the right audience with a message that means something to THEM

Don’t stagnate with lazy, repetitive posts,[object Object]

Evolving With the Consumer Size and Growth of the Market Fighting to be heard over the competition is tough Brands should embrace one of the biggest aspects of internet usage as quickly as possible ,[object Object]

Ensures a real time digital evolution of consumers wants and needs

Brands must evolve with them,[object Object]

Axa In Social Media

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