BlogWell Dallas Social Media Case Study: Northwestern Mutual, presented by Neal Linkon
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In his BlogWell Dallas presentation, Northwestern Mutual's Assistant Director of Internet Marketing, Neal Linkon, shares how they are building a lasting social media engagement and how they’re measuring their success. Watch the video of this presentation here: https://vimeo.com/38611066
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BlogWell Dallas Social Media Case Study: Northwestern Mutual, presented by Neal Linkon
- 2. Building Engagement & Measuring Results Neal Linkon Assistant Director, Internet Marketing Northwestern Mutual The Northwestern Mutual Life Insurance Company – Milwaukee, WI
- 4. Goals and Results • Goal: 2x Facebook fans – Results: 3x Facebook fans • Goal: Grow referrals back to website – Results: 2x growth in referrals
- 9. 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%
- 10. Higher Level Results • Too many social media metrics • Which ones matter? • How do we know how we’re doing overall?
- 11. Composite Social Media Score 30000 25000 20000 15000 10000 5000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov