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COPYRIGHT 2014 CORPORATE INSIGHT, INC.
IS THE LIFE INSURANCE INDUSTRY PINNING?
AUTHOR: JOAN KAGAN
PUBLISHED: FEBRUARY 2014
ABOUT CORPORATE INSIGHT
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nation’s leading
financial institutions. For over 20 years, the firm has tracked technological developments in the financial
services industry, identifying best practices in online banking and investing, online insurance, mobile
finance, active trading platforms, social media and other emerging areas. There are no assumptions in
Corporate Insight’s work – we use live accounts at all of the firms we research, providing our clients with
unparalleled, unbiased intelligence on the competition.
AUTHOR
JOAN KAGAN
Research AssociateAnnuity and Life Insurance Monitor
MEDIA INQUIRIES
Joshua Grandy, Director of Public Relations:
(646) 876 7524
Press Coverage
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TABLE OF CONTENTS
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Introduction
Pinterest Page Reviews
o Genworth
o Nationwide
o Northwestern Mutual
Five Pinterest Tips for Life Insurers
Corporate Insight Thought Leadership
INTRODUCTION
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INTRODUCTION
Several prominent life insurance firms have introduced Pinterest pages to increase engagement with prospects and clients. Currently, the most popular content on insurers’ Pinterest pages are stills from commercials, infographics, inspirational quotes and company photographs.
Like most Pinterest users, Life Insurance firms rely heavily on pinning content that exists elsewhere. This serves to raise the visibility of their products and to drive traffic back to their website. As Pinterest evolves and adds new advertising capabilities, we expect it to become a more powerful tool not only for insurers, but firms across financial services.
Inside, we highlight a few Pinterest pages from insurers tracked by our Life Insurance Monitor research service. These include Genworth, Nationwide and Northwestern Mutual. We also offer basic tips for insurers looking to build a Pinterest presence.
WHY PINTEREST?
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Reaching the Underinsured Female Demographic
o Women are four times as likely as men to be on Pinterest (Pew Research Center).
New Advertising Opportunities
o Promoted Pins feature debuted in September.
Unmatched User Growth
o Percentage of online adults who use Pinterest grew from 15% in 2012 to 21% in 2013, outpacing all other major social networks (Pew Research Center).
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PINTEREST PAGE REVIEWS
GENWORTH
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GENWORTH PINTEREST STATS
Followers: 118Boards: 13Pins: 254
Visit: pinterest.com/genworth/
*As of 1/31/2014
VISIBILITY AND PROMOTION
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Genworth’s public site footer promotes and links to the Pinterest page.
Genworth recently updated its Newsroom page to include linked Pinterest and Follow me on Pinterest icons.
Genworth Public Site Newsroom
Genworth Public Site Footer
CONTENT
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Genworth uses its Pinterest to appeal to two key Life Insurance prospect demographics:
1. Women
2. Families
Genworth has commissioned female bloggers to write personal posts about the importance of purchasing life insurance for themselves and their spouses.
o Blogs are repinned and organized under #GenworthUSA.
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Pin From A Promise to Retire (Annuities) Board
GENWORTH’S PINTEREST BOARDS
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Genworth’s Pinterest presence focuses heavily on cross-promotion by using YouTube videos of television commercials as the center of boards and pinning content related to its themes.
Pin From A Promise to Protect (LI) Board
GENWORTH’S PINTEREST BOARDS
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Themed names focus on each of Genworth’s product lines and give Genworth opportunities to pin popular content like holiday recipes and tips for teaching children about finance:
o A Promise To Protect (LI)
o A Promise To Prepare (LTC)
o A Promise To Retire (Annuities)
o A Promise To Own A Home (MI)
o A Promise To Tell Our Story
o A Promise To Be A Caregiver
o A Promise To Take A Step
o A Promise To Give Back
o A Promise Be Financially Responsible
o A Promise To Give Thanks
o A Promise To Celebrate The Holidays
o A Promise To Teach The Next Generation
Pin From A Promise to Protect (LI) Board
PINTEREST PAGE REVIEWS
NATIONWIDE
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NATIONWIDE PINTEREST STATS
Followers: 155Boards: 17Pins: 297
Visit: pinterest.com/nationwide/
*As of 1/31/2014
VISIBILITY AND PROMOTION
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Pinterest page not easily accessible from the Nationwide website.
Missed opportunities to drive traffic:
o Nationwide’s public site footer promotes Facebook, Twitter, Google Plus, YouTube and Flickr – but no Pinterest icon.
o No Pinterest promotion in public Newsroom page.
Nationwide Public Site Footer
CONTENT
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Nationwide’s Pinterest presence focuses on consumer education. It includes original images leading to product information as well as images with simple safety tips—like don’t run a space heater when you’re not home.
Unlike Genworth and Northwestern Mutual, Nationwide pins a lot of original infographics.
Nationwide’s We Love Infographics Board
NATIONWIDE’S PINTEREST BOARDS
Nationwide uses consistent, straightforward themes in titling their insurance boards:
o Protecting Your Home
o Protecting Your Ride
o Protecting Your Finances
o Protecting Your Pets
o Protecting Your Business
o Protecting Your Farm
o Protecting You and Your Family
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Protecting You and Your Family Board Pin: Links to Life Insurance Article
NATIONWIDE’S PINTEREST BOARDS
Nationwide also actively promotes philanthropic activities and sponsorships:
o We Love Nascar
o We Love Our Partners and Sponsors
o We Love Helping Others
o We Love Nationwide Children’s Hospital
o We Love the Columbus Zoo and Aquarium
o We Love Our Community
o Catastrophe Relief
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Pin From We Love Nationwide Children’s Hospital Board
PINTEREST PAGE REVIEWS
NORTHWESTERN MUTUA
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NORTHWESTERN MUTUAL PINTEREST STATS
Followers: 109Boards: 8Pins: 69
Visit: pinterest.com/nwmutual/
*As of 1/31/2014
VISIBILITY AND PROMOTION
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Link to Pinterest page is included in footer of main public site along with other social media icons.
Northwestern Mutual’s Public Site Footer
CONTENT
Northwestern Mutual’s Pinterest board themes draw upon the firm’s history, advertising and partnerships.
The newest board targets Millennials, offering them financial advice:
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Northwestern Mutual’s Money Tips for Millennials Board
NORTHWESTERN MUTUAL’S PINTEREST BOARDS
In addition to targeting Millennials, Northwestern Mutual uses hashtags and quotes to engage younger users:
o Proud History
─ Uses the popular hashtag #ThrowbackThursdays
─ Images link back to Our Company page on public website
o Inspiration Board
─ Famous quotes related to life insurance
─ Caters to Pinterest trends
o Did You Know?
─ Largest board, featuring 36 pins focusing on financial facts
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#ThrowbackThursday Pin From Proud History Board
NORTHWESTERN MUTUAL’S PINTEREST BOARDS
Northwestern Mutual’s Pinterest educates users on its company’s history and highlights company’s sponsorship efforts:
o Fight Childhood Cancer
─ Emphasizes Northwestern Mutual’s philanthropic commitment to combating pediatric cancer
o A Winning Partnership
─ NCAA sponsorship
o Build Your Financial Security
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Pin From Fight Childhood Cancer Board
Pin From A Winning Partnership Board: Link to NCAA Bracket Contest
FIVE PINTEREST TIPS FOR LIFE INSURERS
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FIVE PINTEREST TIPS FOR LIFE INSURERS
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#1 Target specific audiences like women, families or millennials. Women are particularly key because they make up the majority of Pinterest users and are a demographic that the Life Insurance industry needs to reach more effectively.
#2 Maintain consistent engagement by pinning new or repurposed content regularly.
#3 Attract new visitors to Pinterest page by linking from homepage, site footer and other visible sections of the public website.
#4 Incorporate television and print advertisements.
#5 Draw upon current Pinterest trends to optimize reach.
CORPORATE INSIGHT THOUGHT LEADERSHIP
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Social Media Trends: Annuity and Life InsuranceThis presentation analyzes the current social media initiatives and promotions undertaken by leading insurers, highlights key social media findings and trends across the insurance industry, and offer tips for insurers looking to bolster their social presence.
Facebook Marketing Campaigns - Social Media Initiatives in the Insurance IndustryThis slide deck highlights some of the engaging Facebook marketing campaigns initiated by P&C Insurance Monitor firms this year and offers a few Facebook marketing tips for insurers.
User Insights Vol. 2 - Comparing the Desktop and Tablet Banking ExperienceThis usability study provides insights into how mobile applications match up against traditional website interfaces, both in terms of usability and functionality for five leading banks.
Asset Management and Social Media: A Guide to Social MarketingThis guide looks at how asset management firms use popular social media platforms such as LinkedIn, Twitter, Facebook, YouTube and Google+ to connect directly with investors and financial advisors. Also available as a slide deck.
Tablet-Friendly Web Design: Best Practices for Financial ServicesThe study examines the tablet-friendly website features provided by four leading firms across financial services and provides recommendations for financial services firms building tablet-optimized websites.
