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

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

12. Neal Linkon
neallinkon@northwesternmutual.com
QUESTIONS?